Joy Fruit And Vegetable Juice: A New Model Of Low Cost Entertainment Marketing

In China

Background: challenge public relations means to list new products.

In May 2009, we received a challenging task: using public relations to solve the problem of new products listing in Beijing.

"Yue Yue" is a new product launched by COFCO's innovation products department.

Seeing this high concentration of juice, it seems that the four battlefield of this fruit juice is seen.

In terms of high concentration fruit juice products, there are many famous foreign brands such as PepsiCo and Taihu, and famous brands include Huiyuan and farmers.

If we want to succeed in listing, we must first solve the problem of product popularity. If we want to squeeze into the first camp, we need to solve the problem of visibility and reputation at the same time.

Stage 1: taking advantage of the situation to seize the opportunity to steal vegetables games, interactive games implanted

In the market of nearly 20 million people in Beijing, noisy and competitive, it is well known that it is an impossible task to solve the three problems of popularity, recognition and reputation of a fast moving consumer goods through public relations.

There is no need to discuss the direction of differentiation strategy. The difference between the product itself and the extraction of "origin and zero addition" has not cost much effort. This objective difference is only a starting issue. How to pass the public opinion on the value proposition that we give the happy brand the "natural supremacy" is conveyed and the consumer's recognition and preference is the crux of the problem.

How can we find a way to popularize, not only TV level advertising input, but also in a very short time to achieve the well-known effect of TV advertising? How to effectively interpret the brand's "natural supremacy" and "limited origin" interests that are not easy to be perceived? How can we accurately lock the target consumers and interact with them in depth, or even drive consumers to take the initiative to try fruit and vegetable juice products? How can they dominate the communication? Finding solutions to these problems is the key to project planning.

The successful experience tells us that there must be a most suitable solution to wait for us to find out that there are traceable problems to solve 42 problems. The key is to find that potential.

After a rational analysis of the characteristics of the brand in the whole juice market, after reviewing the operation points of the successful cases of China's fast food products, we found a rule: any successful planning is either based on the hottest topic at the time or molded into a hot topic. In short, the topic related to the product must be able to form a certain degree of "potential".

Where is the potential?

"Potential" is around us, and it is hidden in our daily actions which are ignored. This is the root of effectiveness planning.

For fast moving consumer goods, effective planning must be related to most people's lives, and must be recognized by most people.

In the gap of the meeting, a few creative people also went to happy net to steal a little food. Suddenly, some people joked, "I can remember if I put the fruit juice in the vegetable garden for me."

One stone stirred up thousands of waves. The voice did not fall, immediately got the whole staff's approval and continued to think.

Yes, the beverage was originally something like "play level", which is a clever way to spread in entertainment.

If you can combine the vegetable stealing game with the fruit and vegetable juice, can you remember the name of the product in the entertainment process, and have a deep understanding of the origin of the product and the features without adding it? Is it not a good thing to kill two birds with one stone? {page_break}

After careful and prudent research, we found that the media with the most contact time among the target consumer groups was the Internet. At that time, Kaixin was the hottest SNS social networking site on the Internet. Its installed capacity at that time was over 8 million, and the daily traffic volume was over 100 million. The most important thing is that there are three main support for the joy of fruit and vegetable juice implantation in Kaixin network.

1. happy network user base is wide and sticky.

Kaixin was the SNS community with the largest number of registered users and the largest user stickiness in China.

In addition to the attractiveness of interpersonal communication based on the theory of "six degree division", Kaixin also constantly improves and develops components to increase user stickiness.

2. happy network audience and Yue Yue target group coincidence degree is quite high.

The average age of users is 18~35 years old. Most of them are urban white-collar workers in the first tier cities.

3. the matching degree between them is very high.

Kaixin garden is an online planting game of Kaixin. Users can grow vegetables and fruits on the virtual farm. Its charm lies in simulating the experience of real fruits and vegetables, meeting the aspirations of urban white-collar workers for natural life. This coincides with the core aspirations of Yue's brand "natural supremacy". The simulation environment of garden vegetable garden is similar to the "Habitat restriction" of fruit and vegetable juice.

In order to combine fruit and vegetable juice into games, we have made the following innovations.

1. pleasure brand name implantation

At the happy farm, a higher level of "happy farm" is added to the happy farm. It shows the "global joy farm layout". The names of the four Yue Yue farms are taken from the real pleasing name of origin, such as the joy farm in Valencia, Spain and the Xinjiang Suzhou yuusu farm.

2. joy living product features implantation

If you want to grow the best fruits and vegetables, you must comply with the principle of "seed restriction and habitat restriction". If you plant tomatoes, the quality of tomatoes grown on ordinary farms is generally low and the yield of tomatoes is low, while the tomatoes grown on the farm of the original farm with pleasure seeds are super nutritious and the investment yield is 10 times higher.

The subtext is to tell you that the highest nutritive value of crops is produced from the "joy farm" with specific climate and soil conditions, thus forming the concept of "enjoying the products from the origin" is the best product.

At the same time, it is forbidden to spray pesticides in the process of planting, only use natural organic fertilizer, and so on, through the combination of product characteristics to set interesting rules of the game, so as to achieve the purpose of "promoting entertainment" and accurately convey the advantages and features of "organic planting and zero adding" of pleasure products.

3. upgrade game components, directly export new products on target.

Originally, Kaixing's stealing vegetable games only sold gold coins as the final result. We developed a component to achieve the juice extraction process, and finally squeezed fruit and vegetable juices, which is exactly the same as the new products to be listed, and completed the new product's function from virtual to reality.

This innovation directly affects the subsequent sales of products. Many consumers ask salesmen if the fruit and vegetable juice is the same as the fruit and vegetable juice on the happy Internet. This also fully shows that when the entertainment games are implanted, the appropriate combination of certain details is very close, and even can play the power of "buying a door".

4., by setting the drinking rules, integrating virtual games with real life, ingeniously enhance brand reputation.

In order to achieve the purpose of sales promotion, we have set up a lucky draw and drinking link, that is, the winning user can give the virtual juice of joy fruit and vegetable juice to the friends of Kaixin net.

The drinking and drinking interactive activities stimulated the unparalleled enthusiasm of gamers. During the short three weeks of the activity, the juices of fruits and vegetables juices were juicy more than 120 million, and the number of virtual gifts was more than 80 million times.

The great creativity was born, and the following group of data proved the excellence of creativity. 250 thousand people participated in the 2 hours of the opening day. In just 40 days, the competition attracted millions of white-collar workers. The group of fans had soared to more than 16 thousand people in 2 days, and grew at the speed of 5 people per second. This "reproduction" speed is also rare in the history of SNS community activities.

The successful planning of the event, for the overall PR marketing promotion, is just a prelude to the opening of PR operation before entering the paving stage of marketing communication. The next stage of media dissemination is the key moment to play the family skills. The good play is yet to come! {page_break}

Stage two: homeopathy should be the trend of the situation, the media coverage of the whole network.

In the field of planning and communication, there is such an impressive statement: what is not important, what matters is what people think of you.

Therefore, how to create the truth in communication becomes an important skill.

How to move the hot facts to the media and let the media play the magic effect of "turning the watermelon into a watermelon and changing the earth", so as to expose all sectors of the society and let the fame of joy sit on the high-speed rocket.

This is the next challenge we are facing.

In this regard, we have carried out a careful three step deployment.

1. news media hype

Some news can write very hot things very hot. Some news can write very hot things very hot. For the news release of this project, what we need is from the point of view of controversy, let the news have the strongest readability, turn the happy network into a social hot spot, attract the attention of all sectors of society, and focus on the eyes of the public.

Under such a guidance, a group of realistic news came out: "white collar" changed into "thief" in the middle of the night, "happy new plant disease", "new disease of happy net disease", "happy new plant disease", "happy net disease", "happy Big Surprise", "happy 001" claim ten million, who is backing up, "happy planting contest" synchronize on-line is coincidence, "online game squeezing" juice "is originally the merchant marketing advertisement" and so on many news, the happy network happy planting contest's hot situation is conveyed incisively and vividly.

The majority of gamers are so happy that they have been playing and playing without playing. It has become a fashion behavior sign to play happy farm games on Kaixin net.

2. network interaction

With the development of online games, Internet communication is also being carried out in a tight and orderly manner. BBS community hot note dissemination, the spread of happy network group activities, the spread of Internet bloggers, QQ group information dissemination, QQ group WIKI dissemination, major websites new news release and so on. We have made comprehensive use of all kinds of network means to popularize the "coffees delight fruit and vegetable juice" and "Kaixin happy planting competition activities" on the Internet, writing a good network file for satisfying fruit and vegetable juices, so as to satisfy the netizens who are interested in activities and search at any time to search and view, so as to make the spread everywhere and constantly.

3. exclusive interview with financial media

At this point, the event of happy fruit and vegetable juice implanted in Kaixin has been widely praised. Many keen media have realized that this is a well planned brand marketing planning event and numerous media interviews.

After assessment, we chose 5 financial media with strong influence to meet the needs of media interviews, and the media did not take a look at it. A series of positive comments on both high and deep levels were issued. From the perspective of Finance and economics, the interactive marketing idea of "happy and happy net implantation" was highly evaluated.

The exclusive articles published by various authoritative media include the "jujube competition" in the juice market this summer, the "food industry chain", COFCO's involvement in fruit juice business, COFCO's focus on Huiyuan's core position, changes in the market of high concentration fruit juices, and "2 billion of the COFCO investment in the upper reaches of fruits".

Stage three: integration of potential and power -- cater to the media's public opinion orientation and guide the activities on the ground.

No matter how fast the aircraft artillery bombardment in the sky is, it will depend on ground forces for final acceptance of the fruits of victory and occupation of territory.

Marketing is also the same. Event detonation and media dissemination are just vigorous Air Force units, to win the battle, and also need ground activities.

In line with the popularity of Kaixin planting competition, we also organized the "realistic version of the joy planting competition". In the Beijing COFCO Joy City (a shopping center with a daily flow of up to 100 thousand people), we launched the theme of "my pleasure, my limited origin trip" activities, pushing the key points from improving the popularity, conveying the brand proposition to building brand sentiment, building up and enhancing the consumer experience, so that the joy fruit and vegetable juice can be moved from the virtual network to the real consumers.

The offline version of the fun planting competition activities, adhering to the spirit of entertainment interaction promotion, in the activities of content settings, activities, activities and other processes are cleverly countered with the game of Kaixin, which truly reproduced the scenes and fun of happy online, and once again aroused positive reports from the media. "Happy City" is turned into a happy orchard, customers queue up to "steal fruits", "PK fast-paced life, twenty thousand people are voting for the ideal life", "coffees delight" "happy show", and the theme of "pleasing fruit and vegetable juices" is pushed to the peak.

At the same time, the support of the financial media has issued authoritative opinions such as "hot line on the hot line", "juice business itself," COFCO touches on Coca-Cola's competition restrictions, Huiyuan's investment dilemma, COFCO floating "and" COFCO food industry industry chain "and other authoritative opinions. The case of" successful fruit and vegetable juice successfully listing "has been mentioned in an unprecedented industry height, and the two have formed mutual support to achieve the maximization of publicity effect.