"Happy life kitchen program", Fangtai e-commerce this 618 marketing took heart!

All along, 618 is an important node for major brands to take advantage of marketing, creative posters, videos, brain holes H5 ... all kinds of gameplay emerge in an endless stream, the purpose is to let the brand get more exposure, for the 618 mid-shopping festival Diversion to promote product sales. In this year's 618 marketing campaign of major brands, the high-end kitchen appliance brand Fang Tai put forward the theme of “Happy Life Kitchen Solution” marketing, and carried out three wave activities during the three festivals of 520, Children's Day and Father's Day, and conveyed to the close relatives. The ones who love to cook a good kitchen and save time to enjoy a happy life together, let us review it together.

Confessing to challenge the screen to shake the sound, 520 fancy love show happiness

What is 520 suitable for? Of course it is confession! A warm love is the simplest happiness. At the 520th node, Fangtai E-commerce chose to launch the “Wife too loves you 520 love words challenge” activity in the current popular platform vibrato, and also invited the Daweiwei and Guanyue couples as “Happiness Ambassadors” to create momentum for the event and invite everyone to express their love. "You must be very tired today." "Not tired." "But you have been running in my heart for a whole day." The "520 love words" that make you feel great can make people laugh, and the deer in their hearts collide. It can be seen from the analysis of 520 marketing activities that Fangtai E-commerce has detailed and meticulous planning in strategy and execution.

First of all, when choosing the platform for the event, Fangtai e-commerce chose the vibrato that is very popular among young people as the main battlefield, and adopted the popular form of communication of short video, which can be said to keep pace with the times and lay a wide audience. Basically; secondly, in the form of activities, the use of "speaking love" confession forms the user's emotional resonance, creating a large number of high-quality UGC content, the original "520 love words" video is to push the event to a climax, confession video single The 24-hour cumulative interaction was nearly 4 million, which achieved a good communication effect.

In this process, the core concept of “Happiness” of the whole 618 was also successfully drawn out, conveying to the users that couples and couples need long-term companionship, and occasional romance, coexistence and mutual enthusiasm, so that “ The little family will be happier.

Appreciate the birth happiness, "small mischief" may be a small genius

June 1st is the starting point for the promotion of Zhongda University in 618. On the occasion of Children's Day, Fangtai E-commerce also planned a wonderful event. As an important member of the family, children can add to their happiness. In dealing with children, in the face of some "naughty" behaviors of children, when you use the appreciation of the eyes to explore the story behind, you will find that children have different flash points. Based on this kind of insight, Fangtai E-commerce launched the “Enjoy Baby, the World is Bright” award-winning campaign on all major official platforms, and invited parents to share “the growth of their own baby” to bring out the growth of children. Thinking. I have to say that when most of the brands focus on showing the child's innocence, it is very unique that the party's e-commerce has a unique approach from the child's "naughty".

Through this wave of activities, Fangtai E-commerce also conveys its own brand attitude: Appreciate the happiness of birth, parents should give their children more appreciation and patience, care for their nature full of childlikeness and imagination, and discover the potential of the child. Surprise and happiness for parents. As the second wave of the entire 618 marketing campaign, the Children's Day event made a good pre-heating for the 618 promotion, earning enough eyeballs to give users a deeper understanding of the theme of "happiness". The follow-up activities of Fangtai E-commerce have generated higher expectations.

Offline and offline communication, keeping time and parents happy

After attracting more and more attention, Fangtai E-commerce has opened fire in the last wave of marketing activities. As the 618 big node is approaching Father's Day and the Dragon Boat Festival, Fangtai e-commerce selected the theme of activities related to parents, and “captured” users by conducting marketing activities, and launched online and offline activities, using ingenious products and sincere service. The happy life of hundreds of millions of families. Online, Fangtai E-commerce launched the “Hold Time, Hold You” content collection campaign on all major official platforms, inviting users to leave a message to their parents, but never said anything; offline, Fangtai E-commerce also launched The two-day "Happy Wishing Pool" flash shop activities, to provide users with a love corner to make their own wishes.

As the highlight of the 618 marketing campaign, it took a lot of effort to get too e-commerce at the top of the flash shop design. The flash shop is simple in style, surrounded by wood grain and text cutouts, and the middle part is like a “sink dishwasher”. It is very eye-catching, with a sense of technology and fashion, and with the “Happy Wishing Pool”. The theme is very relevant. At the same time, Fangtai E-commerce also invited the anchor to conduct online live broadcast and user interaction to increase the internal meaning of the event's exposure and delivery activities. Regardless of the overall design or interactive form of the flash shop, it can be seen that the user-oriented Fangtai E-commerce is carefully considering every detail, and has to say it is very thoughtful and caring. The final effect is also quite good, the number of participants in the scene reached 500+, and the live viewing volume reached 14.68 million. The popularity of the crowd was successfully diverted to help the sales.

We live in busy cities, and we are entangled in various things such as work and entertainment, and we spend less and less time with our parents. Fangtai E-commerce is aiming at the pain points of users. They choose to speak for their parents and call on busy people to spend more time to accompany their parents, cherish every moment they get along with them, and enjoy the happiness of the family together. Fang Tai E-commerce 618 happy living kitchen program, know how to love, cherish love, and join hands with the dear family to create a happy life. Fang Tai, a brand that loves big love and society, has been making unremitting efforts to improve the kitchen life of Chinese families and enhance the happiness index of Chinese families.

Incarnation of happiness ambassadors, 佟大为, Guanyue couples to help detonate activities

It is worth mentioning that the party’s e-commerce business invited the Dawei and Guanyue couples to become “happy ambassadors” and created momentum for the whole three-stage activities. The Dawei and Guanyue couples have always been the model couples and parents of the entertainment industry. They have been married for ten years.

Still loving and loving, he also raised three enviable children and is a representative of a happy family.

As ambassadors of happiness, their image fits well with the “happiness” theme of the entire stage of activity and the ideas they want to convey. This cooperation not only greatly promoted the spread of the event, but also attracted more users' participation, and also made Fangtai's brand image of warmth and love more deeply rooted in the hearts of the people.

In fact, happiness can be very simple. Telling more love words to your lover, giving your child more appreciation, and spending more time with your parents will be a little more happy. Throughout the entire 618 three-stage marketing activities of Fangtai E-commerce, it has continued its consistent warm-hearted style. It accurately understands the emotional needs of the consumer groups at different festivals, and interprets the concept of “happiness” from different perspectives. The relationship is coherent and connected, deepening consumers' understanding of the brand's marketing theme.

Nowadays, consumption upgrades are not enough to impress consumers, and it is also important to establish emotional connections with them. Over the years, Fang Tai has been committed to emotional communication with consumers, hoping to convey the brand's own attitude and value while selling products. In terms of brand marketing, the 618 “Happy Life Kitchen Solution” marketing case of Fangtai E-commerce Co., Ltd. not only expresses the concept of “love and happiness” that its brand has consistently advocated, but also passes a series of activities in 618. During the promotion period, the brand's voice and store attention were greatly enhanced. I believe that in the future, Fangtai E-commerce will also bring more exciting products and new surprises to consumers.

Tmall Fangtai official flagship store,

The 618 Carnival is in full swing.

On the last day of June 20,

Win the sweeper, vacuum cleaner,