The Family Of Hai Lan Has Made Use Of The "Talking" Gift Box To Poke The Hearts Of Consumers.

In the past June 19th, needless to say, everyone's circle of friends was definitely brushed off by all kinds of father's day marketing information.

In order to enable consumers to buy, buy, buy, and so on,

Use all means, sensational, funny, happy...

People look dazzled.

In this wave of marketing, there are always some brands that attract people's attention.

The national brand Hai Lan home, on the father's day of the previous two years, stands out from the market competition with colorful emotional marketing.

This year's father's day, Hai Lan's home touched people's deep feelings, and with the help of the "talking" gift box, the consumer's "heart".

A little more "self Hi" routine, a little more sincere.

Nowadays, many brands and businesses have embarked on the "no matter how to incendiary or even sadness". However, in the era of emotional consumption, it is the key to properly grasp the "degree" of emotional marketing and go right into the hearts of consumers.

Take a posture: first, celebrate the festival, the most important thing is to be happy!

At the moment of entertainment for all, the content of joking is more popular among netizens.

Hai Lan's home is an insight into the network communication atmosphere, resolutely farewell and over sensationalism, and stimulates the warmth and resonance of consumers in a happier way.

During father's day,

From the "misunderstanding" of parents' delight in their children's work, I made "my own eyes, my father's eyes," a dynamic micro scene, and produced a series of interesting online topics such as "what kind of experience is a particularly cool father", "what to send to his father to let him dominate his friends' circle on father's Day" and so on.

Posture two: say no love, let's help you say it!

"Thanks to Dad, starting from ritual" is the core of the father's Day activity at Hai Lan's home. The specially customized gift box becomes the main carrier and visual memory element of father's day, and runs through the whole communication position.

Do not think this is just ordinary ordinary gift box. In the father's Day gift box of Hai Lan's home, consumers can scan the above two-dimensional code to record their love for their father through a love card attached to the gift box, and create a unique special blessing.

When the father receives the gift box, he only needs to scan the two-dimensional code, so that he can listen to his children's embarrassed and discouraged words.

Emotional marketing is more about giving the initiative to consumers.

If the whole holiday gift is arranged, it will only make consumers routinely "buy it up" and have no sense of participation.

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Therefore, this father's day, Hai Lan's home for the eager expression of the consumer and his father set up a link between emotional exchanges, through the "talk" gift box to allow children to record "confession", is to allow consumers to truly participate in the process, so that their feelings can be truly placed in the gift box.

Consumers are proud of their participation, and their father is gratified by their children's confession.

On the young people's secret, all natural "vocalization".

For father's day, many brands may be concerned about "father" first. But as a brand that is constantly pforming into a younger brand, Hai Lan's home has been paying close attention to young consumer groups.

The survey conducted by the major social platforms before father's day shows that nearly 90% of young Internet users believe that the best gift for father's Day is "communication and companionship".

This shows that communication with fathers has become the most desired emotional needs of young people nowadays.

Hai Lan's home is the first to see this point, pay more attention to young consumer groups, communicate with young people in a way of thinking and language, and meet their needs in an all-round way.

This year's father's day, Hai Lan's family has introduced some special "father's special collocation", but these recommended goods for the father are not typical middle-aged and old people, but the handsome father and cool breeze that young people admire nowadays. This is actually a good opportunity for young consumers to share fashion taste with their parents.

As a Menswear national brand that has been paying close attention to Chinese men's daily wear, emotional appeal and lifestyle, Hai Lan's family has been concerned about father's day since 2014.

In 2014, Hai Lan's family launched a series of theme activities that were full of energy for "fatherly movement". In 2015, the "father is also a big star" campaign was launched. Three stars and sons were invited as father's Day ambassadors to convey the core brand appeal of Hai Lan's home.

For three years, the voice of father's love has been heard. Hai Lan's family has successfully built up an emotional communication platform through product upgrading and service upgrading, arousing consumers' sympathy and arousing their children's love and action to their fathers.

With the help of this father's Day event, Hai Lan's family fully excavated and utilized the cultural connotation of the festival itself, combined with its own business philosophy and corporate culture, and further interpreted and presented the connotation of the brand itself. The strong association of "X's family on the father's Day" is gradually taking shape, and the emotional appeal of the brand of Hai Lan's home has quietly entered the hearts of consumers.