Recently, guided by the China Association of Household Electrical Appliances, China National Grid organized a series of 6 KOL (Key Opinion Leaders) “Healthy Life First” “Kai Cheng 2018 Chinese Steamer (Electric Steamer) Consumer Pervasive Activities”. Spokesperson poster.
This series of posters is composed of KOL spokespersons from food lovers, fitness experts, treasure mothers, product managers, senior media professionals and industry coffees in 6 different fields. The total number of posters is more than 30. The whole poster design style is fresh, the language is vivid and charismatic , KOL spokesperson's image is vivid and three-dimensional, using 'Tell you a secret, not steaming', 'Tell you a secret, Steam healthy', 'Tell you a secret, Steam more nutritious', etc. The various benefits of 'steaming' the cooking side; and through the steamer (electric steamer) product implantation, trigger consumers to focus on steamer (electric steamer) products and discussions.
The Key Opinion Leader (KOL) started with Weibo, and it's also often referred to as Weibo. These people may be professional or very experienced in certain industries, so their words are usually able to To convince his fans, I don’t know how many times better than the straightforward advertising effect. For example, in the very mature US KOL market, on the most expensive YouTube platform, if a KOL has 7 million fans, a softly embedded video will be It can be sold for 1.8 million RMB. The charm of KOL can be seen. From this, you can imagine the good intentions of the organizer of the 2018 China Steamer (Electric Steamer) Consumer Popularity Campaign.
In an interview, the organizers of the event expressed similar views. The main selling points of the steamer (steamer) are nutrition, health, convenience, and authenticity. Therefore, we have chosen to pay more attention to dietary health and nutrition. People, fitness experts and Bao Mama do endorsements; Of course, products are good or bad, but also endorsements by product managers, media people and industry professionals, so they are also an indispensable option '. Facts prove that the effect and influence of communication It is worth noting that these KOLs have taken actions to dry their own posters in their respective WeChat microblogging circle of friends and triggered many comments, the organizers said.
In his newly published book Triggering Irrational Consumption, Yan Xianjun, director of the marketing department of CCTV advertising center, pointed out that from the perspective of consumers, consumption is an identity, consumers want to buy goods, and establish a positive self-concept; As far as the product provider is concerned, changes in the buyer’s attitude can cause changes in behavior. Changing consumer attitudes is the focus of dissemination.
This April 18th, the "2018 Chinese Steamer (Electric Steamer) Consumer Popularity Campaign, which lasted one and a half months, culminated in the release of this series of posters.
The purpose of this popularization campaign is to popularize steamer series products for consumers, expand consumer cognition of emerging kitchen power products, build bridges between companies and consumers, and stimulate social enthusiasm for new products such as steamers, thereby facilitating steamer in Millions of households. 'The organizers said that with the development of the activities, more and more consumers have gradually changed their attitude toward the steamer (electric steamer) from being completely unconceptual to eager to try.
The organizers also revealed that in order to further promote the steamer (electric steamer) and allow more consumers to use modern kitchen appliances such as the steamer (electric steam cooker), 2018 China will be held in Beijing on May 31, 2018. Steamer (electric steamer) industry summit forum, when the steam box industry mainstream brands, channel representatives, marketing experts and other heavyweight guests will all be present.