In the Halloween, you have not wearing a cloak, vampire makeup and friends and family together with the "fool"? Mention the festival, always make us feel happy. Brand owners are also festivals as an opportunity to make a fuss, but how to catch Live the festivals of the user's mind, and they resonate, and then transformed into brand equity?
Canadian WestJet had captured the user's heart with 'Send Christmas Wonder', and before the boarding, the guests made a wish to the 'Santa Claus' through the big screen at the gate, and when they arrived at their destination, On the actually there are Christmas gifts they want, all faces are full of surprises and touched, and even some people shed tears. The same is the holiday marketing, has always been good at the user interactive marketing of the leading domestic vacuum cleaner brand puppy electrical, this year Play more Internet paradigm - let this holiday surprise not only stay in the state of one-way reception, but also give consumers a big play space.
On the eve of this year's Halloween, the puppy appliances chose to participate in the double 11 pre-sale users, without their knowledge of the case, the courier sent an 'unexpected' Halloween surprise - a normal vacuum cleaner box, but the internal And no vacuum cleaner, replaced by a broom, cloak, magic cap and candy, a time in the social media triggered a strong user sympathy and response.
According to the relevant person in charge of the dog, the activities of the initial is very simple, is to create surprises for the user, 'for the use of our products for the initial analysis of the group, we first hope that users will feel very fun, very interesting, so prepared Is a big and a small two pieces of cloak and magic cap, so adults, children can participate in the festive atmosphere, as a parent-child activities.But later we found not only children and parents to play very happy, there have been many we did not expect To the situation, such as many children to the dress dress, this response is clearly beyond our expectations.
Carrying the festival IP, the core is to hit the softest part of the consumer's heart.Interestingly, in many home users under the camera, the children's photos are vague, because most children are wearing cloak, holding a broom Happy to run out of the house, want to give them a practical photo shoot is harder and harder.There is a mother user in the microblogging emotion, the usual busy work, has not yet had time for children to buy Wan Sheng costume, did not expect to receive the brand Side to send the surprise gift, to see the child so happy look, on the one hand feel guilty, on the other hand had to think carefully about the brand point of praise.
In the eyes of the child, the broom is the source of happiness, and in some 80, 90 users after the eyes, it opened a wave of Harry Potter's memories to kill. A user microblogging share Road, puppy vacuum cleaner is wonderful, To achieve her Hogwarts dream. For many 80, 90 after the user is concerned, Harry Potter is their childhood or youth of a good memory. This is the 'magic' of the broom gift of the magic of the In the hands of different users, resulting in a different emotional connection, which also stimulated them in the social platform to spontaneously share a variety of 'flying broom dream', and even take the initiative to call the dog brand.
"Positioning" a book that 'association awareness' is a key factor in consumer awareness of mind.In many users share the microblogging to share, some users at first the impression of the dog's vacuum cleaner is biased , After a long time heard the dog's product reputation, the value of double 11 to promote the occasion of the grass, but after receiving the gift box, the description of the dog is more than some emotional label - intentions, warm, interesting, dynamic, innovation And so on, in this process, the puppy electrical appliances and consumers to establish a more emotional connection, clever users will enjoy the joy of the holiday, into brand equity, and thus make the brand becomes three-dimensional and abundance. Catch hot spots, it touches on the brand festivals IP highest order play.
