St. Frank'S Outdoor Brand Initiative, Micro Film Interactive Marketing

With the rapid development of mobile Internet in the new era of mass media, diversified interactive experience has become the magic weapon for many enterprises to brand. With the intensification of market competition and the intensification of homogenization, the voice of enterprise innovation is rising day by day. Many enterprises begin to turn to "learn from" in their industry, seeking the spanformation of brand interactive marketing mode.

recently Saint Valentine The outdoor brand micro film "those missed scenery", which was first created, has broken tens of millions of hits in just a week after its release. It has awakened the sympathetic chord of the audience through the emotional marketing of "going out" outdoor spirit. In the same period, the "Cara just light outdoor community", with "our 1 million outdoor Dream Fund", "daily check-in win win ceremony" and "going out" reasons, has more and more interactive experience to infect users, so that the brand spirit has been rapidly spread, but also has gained more consumers' favor for the brand. Stimulate emotional resonance, deepen the interpretation of brand connotation

Traditional brand building is more like advertising bombing, such as television advertising, print ads, etc., through continuous advertising to shape the brand image of the enterprise. But today, as people become more and more self-conscious, the commercialistic advertising is becoming more and more not trusted by the public. Nowadays, microfilm has become an important carrier of brand marketing. Marketing Taking the emotional marketing as the strategy and the goal of event marketing as the goal, the micro movie "those missing scenery" will be moved by "affection", and let the "go out" brand appeal to the "smooth and silent" direct audience.

After the release of the "missed scenery", the public in all walks of life was very well received. It is learnt that in order to penetrate the brand connotation, St. Microfilm Before and after the release, we actively integrated media resources such as plane and Internet, and produced related interactive topics, so as to realize the integrated marketing of the whole network. I believe it will become a new thinking and new mode of brand promotion in the new era of mass media.

Precise positioning "circle" to target groups

As a professional outdoor activity community, "Cara" is designed to provide users with simple outdoor interaction. From the early stage of planning, the "Cara's" community took the "first principle" for every person who desires to be free, and aimed at outdoor enthusiasts to create four modules: "activity", "strategy", "equipment" and "fun talk". For professional outdoor clubs, this is a network camp for organizing activities and recruiting members. For ordinary users, massive play and strategy, outdoor experience sharing and professional equipment evaluation will bring the most interesting and deepest outdoor experience.

The precise positioning plus customized content and function development has attracted the attention and aggregation of a large number of outdoor enthusiasts since the "Cara Qia" community was launched. It is understood that since the platform has been online, in a short month, traffic has reached nearly 200 thousand, a total of sharing outdoor Raiders, fun, activities and equipment evaluation of thousands of content.

Such an online platform made up of a large number of target groups has laid a solid foundation for the subsequent precision marketing and circle marketing of Saint brand. It will bring an irreplaceable strong push to further development and growth of the brand.

Deep interaction fermentation enhances target consumer group stickiness

In order to further enhance the interactive communication and communication with the audience, "Cara just light outdoor community", through the opportunity of the "missed scenery", has planned a series of online activities such as our "1 million outdoor Dream Fund", "daily check-in and win win ceremony" and "reasons for going out" before and after the release of the micro film.

"Our 1 million Dream Fund" is a large draft competition launched by the Cara community. It has been a dream for outdoor enthusiasts to realize their dreams. As soon as this event is launched, a large number of outdoor people are gathered. Players from outdoor outdoor clubs such as Tianxing outdoor, public outdoor, Lanshan club and so on have uploaded outdoor stories and travel plans, hoping that Cara is just opening the dream of their outdoor journey.

In addition, the activities such as "daily check-in win Hao Li" and "reasons for going out" have also increased the number of new users in Cara community, and the user activity has been significantly improved compared with the past.

One online event, the award-winning user, confessed: "here we are able to build together our friends, our outdoor equipment can get the most professional assessment, our outdoor trips have all kinds of comprehensive strategy reference, and even Cara's rich activities have also provided us with an intimate outdoor award, and Cara is really a real outdoor enthusiast paradise."

And the recently launched "million Dream Fund - a dream big ceremony" campaign is sending "heavy prizes" including the IPHONE6 and dalnon Lake's winter fishing trip. Under the temptation of "throwing a big gift", it attracted a lot of netizens' crazy participation on the line.

Chen Jiatai, general manager of St. Fred outdoor products Co., Ltd., said: "outdoor sports enthusiasts have a strong need for expression and communication. Our interactive marketing is based on the target audience level, through the mining of brand highlights, and quickly get public trust, so as to achieve the purpose of brand building." Cara has just increased the frequency and depth of online communication between users, which has also brought about an increase in traffic and user stickiness.

Cara is more than just a professional outdoor website. It provides an outdoor communication platform for everyone who yearns for freedom. It also aims at creating an outdoor community with perfect functions, strong interaction and convenient play. It aims to create a new era of professional outdoor community network. By means of deep and innovative emotional communication and interactive marketing, Cara has made the core value of "going out" widely disseminated, so that the brand can be deeply rooted in the hearts of the people. We have reason to believe that St. John's use of interactive marketing in the new media era will become an important weight for brand survival and promote the great development of St. brand.