“Improve Your Marketing Ideas and Polish Your Korean Skills with the Free Online Course Starting in March 2023”
“Improve Your Marketing Ideas and Polish Your Korean Skills with the Free Online Course Starting in March 2023”
Are you looking to enhance your marketing skills and improve your Korean language abilities? Look no further! The “Digital Marketing and Social Media Brand Content Strategy” course, available through K-MOOC (Korea Massive Open Online Course) starting in March 2023, is the perfect solution for you.
In this state-funded course, you’ll learn from top experts in the field of advertising and marketing, including the chairman of the Korea Advertising Association and influential foreign journalists. You’ll develop a strong understanding of brand content concepts, brand identity strategies, and practical knowledge to help you create successful corporate, public, and personal brands.
This course is open to students and entrepreneurs alike, and will provide you with the tools you need to turn your marketing ideas into reality. Whether you’re a junior advertiser, marketer, or practicing manager looking to re-examine your theoretical foundations, or simply looking to improve your Korean skills, this course has something for everyone.
Not only will you boost your digital marketing and social media skills, but you’ll also have the opportunity to improve your Korean writing and communication abilities. By honing these skills, you’ll be well on your way to reaching your goals, both in the professional and personal spheres.
The demand for marketing experts with social media capabilities is high, but the supply through universities is limited. This course will help bridge that gap and provide students with the tools they need to find jobs and start their own businesses.
Don’t miss this incredible opportunity to improve both your marketing ideas and your Korean language skills – all for free! Sign up for the “Digital Marketing and Social Media Brand Content Strategy” course starting in March 2023.
enroll via the link below:
http://www.kmooc.kr/courses/course-v1:EwhaK+EW22001K+2023_S25/about
Discover the Benefits of the “Digital Marketing and Social Media Brand Content Strategy” Course for Your Career
Discover the Benefits of the “Digital Marketing and Social Media Brand Content Strategy” Course for Your Career
In today’s fast-paced digital world, having a strong understanding of digital marketing and social media is becoming increasingly important. That’s why the K-MOOC (Korea Massive Open Online Course) has introduced a new course, “Digital Marketing and Social Media Brand Content Strategy”, that is open to anyone interested in learning from the comfort of their own home, for free!
This course is ideal for junior advertisers, marketers, and practicing managers who want to improve their theoretical foundations, as well as anyone looking to expand their skills in brand communication using digital marketing and social media. You will learn how to develop brand content concepts, and brand identity strategies, and how to turn those strategies into successful social marketing advertising PR messages.
You will be taught by some of the best in the industry, including domestic advertising and marketing experts like Kim Nak-hoe, chairman of the Korea Advertising Association, and international influencers like journalist Johnny Harris, who has a following of 3.2 million on YouTube.
Not only will you develop your digital marketing and social media communication skills, but you will also gain the judgment and planning skills necessary for making informed decisions in the field of digital marketing. This will help you become a leader in your organization and make a real impact.
In addition, the demand for marketing experts with social media expertise is high, but the supply through universities is limited. This course will help resolve that discrepancy and provide students with job opportunities and the knowledge they need to start their own businesses.
Invest in your future by signing up for this comprehensive course today. Not only will you learn valuable skills that will enhance your career, but you will also have the opportunity to develop your Korean culture and writing skills. Don’t miss out on this unique opportunity to take your career to the next level!
register through the link here!
http://www.kmooc.kr/courses/course-v1:EwhaK+EW22001K+2023_S25/about
Coca Cola Masterpiece
Today I am analyzing another great advertisement, as has all the rights to be named the Masterpiece. I believe such works can bring valuable insights into the dynamic landscape of digital media and posess the potential in shaping the future of advertising.
This impressive work presents a masterful fusion of creativity and emotional resonance. The campaign demonstrates a captivating narrative of enjoying your daily life with the joyous spirit of Coca-Cola. This narrative is conveyed via vibrant visuals and a artistic soundtrack. The creativity, which this advertisement is based on is on the whole other level. WIth redrawn world famous masterpieces and unique and limited glass bottles.
In the Coca Cola’s “Masterpiece” campaign, several digital media elements emerge together for a stronger massege. Firstly, Coca-Cola uses the power of engaging storytelling to forge a profound connection with the audience. By portraying relatable characters and moments of human connection, the campaign transcends product promotion and resonates on a deeper emotional level. with the potential customers.
Moreover, Coca-Cola adopts a multi-platform distribution approach to maximize the campaign’s reach and impact. While YouTube serves as the central platform for video dissemination, Coca-Cola strategically employs social media means such as Facebook, Twitter, and Instagram to amplify the campaign’s visibility and community engagement. This multi-platform presence enables Coca-Cola to effectively target diverse audience segments and cultivate a cohesive brand awaraness across digital channels.
Furthermore, the campaign integrates interactive elements to enhance viewer engagement and drive conversion. From clickable overlays to immersive storytelling techniques, Coca-Cola invites viewers to actively participate in the brand experience, thereby fostering a sense of ownership and loyalty.
To enhance audience participation and foster brand advocacy, Coca-Cola encourages users to create and share their own “Masterpiece” moments on social media platforms using designated hashtags. This user-generated content serves as a valuable component in extending the campaign’s reach and driving organic brand awareness.
In tandem with its digital media strategies, Coca-Cola employs a framework of digital metrics and analytics to measure the campaign’s effectiveness and optimize future initiatives. Key metrics such as view count, engagement signs – likes, comments, shares, social media mentions, provide invaluable insights into audience behavior and campaign performance. By analyzing these metrics, Coca-Cola gains a comprehensive understanding of audience sentiment and identifies curre trends.
In conclusion, Coca-Cola’s “Masterpiece” advertising campaign relied on both the convergence of digital media and analytics in contemporary marketing practices. This campaign serves as a compelling case study of how innovative storytelling, multi-platform distribution, and data-driven analytics converge to create impactful brand narratives and drive meaningful audience engagement.
The hamburger with “Fu Bao” was born… The new McDonald’s menu is launched
McDonald’s plans to launch a new product designed with the “Bao Family” character in mind to appease consumers who miss the return of giant panda Fubao to China.
The event coincides with the launch of Family Month, which coincides with the concept of the panda family spending warm time with the human family and can further attract consumers’ attention and participation.
These products will be printed with the words “Bao Family” on “1955 Potato Cakes” and “Baked Meat Potato Cakes”.”Bao family” includes Lebao, Aibo couple, eldest sister Fu Bao, twin sisters Ruibao, Huibao, etc. Is a panda family living in Everland Panda World. This time, the product will randomly print the characters of the “Treasure Family” so that consumers can experience the fun of confirming which characters are engraved. By leveraging the story and character design of Giant Panda Fubao, McDonald’s has succeeded in creating an emotional resonance with consumers. The growth process of Fobao in Korea is shared through YouTube and loved by many people, so combining Fobao with new products can stimulate consumers’ emotional connection and strengthen the emotional connection between brands and consumers.
McDonald’s chose to use the “Bao Family” character design to print it on new products, which demonstrated the brand’s uniqueness and innovation. Such marketing activities can not only attract consumers’ attention but also bring more attention and topics to the brand.
Among them, Fubao is the first panda born naturally in Korea, and its growth process is shared through YouTube and is loved by many people. According to China’s panda ownership policy, Fubao left South Korea on the 3rd of this month to return to China. When they left, many fans participated in Fubao’s farewell event.
The new products will include “1955 potato chips” and “roast potato chips,” as well as “Green Apple McPhize.”In addition, McDonald’s is also preparing to launch peripheral products related to the treasure family, such as toy soccer and canvas bags, to cater to people’s spring outing needs. These products will be sold in limited quantities and may end early depending on the sales situation, and some service area stores are expected to be excluded. New products are set for limited release, a strategy that creates a sense of urgency and scarcity that drives consumers to make faster purchasing decisions. In addition, the introduction of peripheral products related to the “Bao family”, such as toy soccer and canvas bags, not only can increase additional sales, but also enhance the brand image and enhance the brand value.
Through products and activities associated with Fobao and the “Bao Family”, McDonald’s has successfully spread its brand value. This kind of marketing activity related to cute pandas can inject more positive energy and warmth into the brand and enhance the brand’s image and status in the hearts of consumers.
Estée Lauder does makeup for the Sphinx? Digital art dominates, CGI advertising takes the spotlight.
The surreal creative studio “Low Polymer DIG’IT” released an imaginative ad for Estée Lauder DW foundation liquid on social media platforms such as WeChat Video Account. In the video, a giant bottle descends from the sky and pours foundation liquid directly onto the famous Sphinx in Egypt. The weathered and damaged Sphinx instantly transforms into flawless perfection, even cracking a satisfied smile. Since its release, the video has garnered over 250,000 likes, shares, and comments on the WeChat platform.
Many netizens couldn’t help but marvel at the avant-garde and bold creativity and execution of this Estée Lauder advertisement. However, in reality, such advertisements with huge imagination and full of digital technology are not uncommon on today’s Internet. These kinds of advertisements rely on CGI (Computer Generated Images) technology, and are therefore also called CGI advertisements. So, what impact does this digital art style have on the advertising industry? And what are the opportunities and challenges of CGI advertisements?
CGI advertising is a form of innovative digital advertising that utilizes Computer Generated Images (CGI) technology to create highly realistic images and animated scenes through computer algorithms and image synthesis. This type of advertising typically blends virtual and live-action scenes, flexibly showcasing the size and form of products, creating visually stunning spectacles, and amplifying brand characteristics. For example, the fashion brand Jacquemus once released CGI advertisements featuring their Bambino bag strolling through the streets of Paris; and before the release of the movie “Barbie,” CGI advertisements were used for promotion.
- A new advertising production method based on computer algorithms and computational power
The technological core of CGI advertising lies in simulating and generating three-dimensional scenes, objects, and dynamic effects through computer algorithms and powerful computational capabilities. Generative AI provides strong support for CGI technology by learning from existing data and generating new content. With the ability to efficiently create various images that meet the needs of advertisements, generative AI assists advertising producers in modeling, texturing, animating, lighting, rendering, and other complex processes. This expands the creative space and forms of expression for CGI advertising, freeing contemporary advertising production from the limitations of traditional shooting and enabling the realization of more imaginative and surreal advertising concepts.
- Advertising content driven by visual experience and scene construction
The development of CGI advertising empowered by computer technology has set it apart in the advertising industry. Foremost, CGI advertising stands out for the highly realistic and visually impactful experiences it offers to audiences. CGI advertisements create virtual scenes that are almost indistinguishable from the real world, immersing viewers in captivating experiences. This sense of realism further enhances audience trust and acceptance of the advertising content.
In addition, CGI advertising excels in scene construction. It can flexibly create various scenes according to the needs of the advertisement and the characteristics of the target audience, fostering an atmosphere that aligns with the brand image and product features. This makes it easier for viewers to resonate and identify with the advertisement. Scene construction is also an important means of creative expression in CGI advertising. Through clever scene transitions and plot arrangements, it can arouse viewers’ curiosity and desire for exploration, enhancing the attractiveness and dissemination effectiveness of the advertisement. For example, the advertising concept for Moncler’s GENIUS series, an outdoor sportswear brand, uses CGI technology to simulate the mechanical process of garment design and create realistic dressing scenes, highlighting the product’s warmth-retention features.
- Diverse and precise application and distribution channels
The application and distribution of CGI advertising have shown vigorous development in recent years. With its powerful scene creation capabilities, CGI advertising can be applied to various industries and scenarios, including product displays, promotional campaigns, and interactive experiences. Currently, whether in the automotive, food, fashion, or technology sectors, the use of CGI technology to generate advertisements has become a trend. Major brand owners aim to showcase their products in the most attractive and charming manner to enhance brand image and marketing effectiveness.
In terms of distribution, CGI advertising has permeated various media channels. Whether on television, online video platforms, or social media, a large number of CGI advertisements can be seen. Especially on social media, CGI advertising attracts the attention of a large number of young users due to its interactivity and entertainment value. Furthermore, with the development of big data and artificial intelligence technology, advertisers can accurately target CGI advertisements to specific audience groups by analyzing user behaviors and interests, thereby improving the advertising dissemination effectiveness and conversion rates.
Digital art is sweeping through, leading the advertising industry in a new direction.
Broadly speaking, digital art refers to the application of digital technology and computer programs to analyze, edit, and manipulate images and audiovisual files, ultimately creating upgraded works of art. This form of art is not only a perfect fusion of technology and art but also a bridge between the real and virtual worlds, embodying the strongest stylistic characteristics of CGI advertising. Whether from the perspectives of production, dissemination, or industry ecology, with the support of digital art, the advertising industry is constantly innovating and transforming to adapt to this new era full of challenges and opportunities.
1.From traditional creativity to generative AI creativity
From a production standpoint, the advertising industry is transitioning from traditional creative modes to generative AI. Generative AI operates by training neural networks to learn the distribution patterns of data and then using these patterns to generate new data. Traditional advertising creativity relies mainly on human ingenuity and planning, while CGI advertising excels in utilizing generative AI to autonomously generate advertising concepts. This shift not only enhances advertising production efficiency but also expands the creative space and artistic effects of advertisements. Ultimately, it generates advertising content that better aligns with the preferences and behaviors of target audiences, thereby increasing advertising conversion rates.
2.From programmatic delivery to cross-platform interaction
In terms of dissemination, in the past, advertisers relied mainly on fixed delivery channels and programmatic delivery strategies; however, with the rise of digital art, advertising dissemination has become more diverse and interactive. CGI advertising can be delivered across multiple platforms, with semi-realistic scenes allowing viewers to experience the advertisement content in a surreal manner and engage deeply with the advertisement. This cross-platform interactive dissemination not only increases the exposure of advertisements but also enhances viewers’ memory and sense of identification with the advertisements.
Currently, CGI advertising is constantly exploring new delivery formats. Against the backdrop of CGI technology, the projection of naked-eye 3D videos on mall giant screens has become a common advertising format. This type of advertisement allows viewers to directly see realistic three-dimensional images with spatial depth without the need for special glasses or equipment, providing audiences with a completely new visual experience. For instance, a naked-eye 3D screen located in a CBD area of TaiKoo Li in Chengdu once displayed a CGI advertisement featuring a Xiaomi phone “flying out” of the screen, attracting many passersby to stop and take photos.
CGI advertising is currently at the forefront of the advertising industry, having endured multiple tests and trials. Moving forward, imaginative advertisements like Estée Lauder applying makeup to the Sphinx will become increasingly common. Advertising creators must continuously innovate and actively address challenges to seize the opportunities presented by digital art and achieve the sustainable development of CGI advertising. As consumers, we also look forward to seeing more creative and technologically breakthrough CGI advertisements, thus bringing about even more exciting visual feasts.
The Fwee That Hits the Heart of Generation MZ Women
Making everyday moments extraordinary,and curate everyday moments together. “Feel Your Moment, fwee.” Remember those awe-inspiring moments? fwee wants to be a part of them. Make your everyday moments special with fwee.
Experience a variety of color spectra with six color moments selected by Pugh! From Nude, Coral, Pink, Red, Rose and Mob! Create unique moments every day with Pugh’s delicate variations. We will continue to be with you so that you can experience all the moments in the world through fwee.
Although Fwee is a young brand, but in a short period of time to come into the public’s view, and harvest a large number of consumers love, also has the brand’s success. First of all, Fwee has innovated the texture of cream blush, which is different from the traditional powder blush on the market, cream blush is easier to color on the face and better smudge, and the final effect is very natural;
Secondly, Fwee has launched a wide range of blush colors very suitable for the skin color of Chinese, Japanese, Korean, and East Asian women, and it will present a very beautiful effect after using it, and therefore it is also pursued and purchased by young women; thirdly, the brand’s operation on social platforms has also been very successful.
Third, the brand’s operation on social platforms is also more successful, ins as the main platform for Korean women to discover trends and pursue fashion, Fwee has quickly become a brand that MZ generation women pay attention to and love by virtue of the simple homepage design of ins, the release of posters with a strong sense of aesthetics and exciting promotions; fourth, Fwee’s blush colors are not only very rich and varied, but also based on the color test to distinguish what’s suitable for different seasons and what’s suitable for people who have the right color.
If Fwee can always maintain the quality of its products and provide more innovative and design-oriented products for the new generation of women, it will definitely grow better in the future.
Fan Dynamics: Exploring Weverse’s Digital Media Landscape and Analytics
The K-pop industry has witnessed tremendous growth in recent years. With the global success of leading groups such as BTS, Blackpink, Seventeen, and NCT, the industry has been taking several measures to adapt to the digital age through the use of social media to transform the traditional, often one-sided relationship, into a more dynamic and interactive one. In fact, the Korea Foundation’s Analysis of Global Hallyu Status Report revealed that the number of Hallyu fans exceeded 178 million in 2022, showing a significant increase of 15% compared to a year earlier.
The interaction between fans and their beloved idols is enabled through multiple digital platforms. One of the most prominent ones is Weverse. Weverse, a digital fan community platform, has emerged as a significant space for K-pop enthusiasts worldwide. Developed by beNX (a subsidiary of Big Hit Entertainment), it enables interactions between fans and artists, offering exclusive content and real-time engagement. In this blog, I wish to talk about Weverse’s massive role in fostering global fandoms and explore its utility of digital media and analytics to enhance user experiences and community dynamics.
You might ask me, what makes Weverse different from any other social media platform? The answer is quite simple and complex at the same time. In addition to having similar features and a very user-friendly interface like other digital platforms, Weverse has numerous other opportunities for fans to engage with idols, be it through behind-the-scene glimpses to real-time chats, exclusive content and interactive events. The most mind-blowing feature that sets Weverse apart from others is its seamless integration of digital analytics: Behind the scenes, sophisticated algorithms track user engagement, analyze behavior patterns, and unlock valuable insights into fan sentiment and preferences. Such a data-driven approach benefits both the artists and the fans, by giving artists the power to tailor the most suitable content and personalise interactions, and enhancing user experience.
Whenever fans log into Weverse, they are always greeted with a personalized feed curated for their specific wants, filled with their subscribed artists’ updates as well as fellow fans of the same community and also the opportunity to engage with these said updates. On the other hand, for artists, it provides a direct channel for them to build a connection with fans, share their candid, unofficial moments, host Q&A’s and lives ad so on. Such a donation connection gives way to building loyalty and strengthening the idol-fan bond.
Another very notable aspect of Weverse is its ability to foster a sense of community among fans, transcending geographical and cultural barriers. Through shared experiences, mutual interests, and genuine interactions, fans from diverse backgrounds come together to celebrate their love for music and artistry.
In conclusion, Weverse represents more than just a platform; it’s a testament to the power of digital media and analytics in shaping the future of fan engagement. In a world where technology constantly evolves, Weverse shines as a beacon of how it can unite people, create bonds, and spark creativity. As a devoted fan myself, Weverse has enhanced my K- pop experience infinite times more. It is its mastery of digital media and analytics and I believe other platforms should take a page from Weverse’s massively successful model.
References
Publisher, The Korea Foundation, (March 20, 2023). 2022 analysis of Global Hallyu status. https://issuu.com/the_korea_foundation/docs/2022_ analysis_of_global_hallyu_status
Pop-up stores usher in a new era of experiential stores
What is a Pop-up Store?
The concept of a Pop-up Store is very simple. A pop-up store is a temporary store opened for a short time to communicate or promote a brand or product. These types of stores started in the US and UK but have recently appeared more in Asian markets and gradually replaced the flagship store concept. In Korea, they are open at The Hyundai Department Store or Seongsu-dong.
Pop-up stores in the marketing mix
Pop-up stores have become a trend for all brands neither big nor small in the marketing mix. They create a unique way to create brand awareness, create excitement, and increase sales and profits.
Product: Pop-up stores can be used to announce newly launched products, creating an environment for customers to experience the products directly.
Price: Pop-up stores are also an opportunity to offer discounts or exclusive vouchers for customers in short time and increase sales.
Place: Pop-up stores are often placed in large shopping centers or crowded areas to reach many audiences. Such as The Hyundai Department Store or Seongsu-dong.
Promotion: Pop-up stores can create attention and excitement through social networks, public relations, and influencer marketing.
What makes Pop-up stores become a trend?
Pop-up Store taps into the trend of young generations, especially Gen Z.
1. Social network magnetism: Gen Z uses smartphones with high frequency and is always looking for unique experiences on social networks. Just by catching an outstanding pop-up store, they immediately want to grasp the trend and experience it firsthand.
2. Fear of missing out (FOMO): Short-lived pop-up stores create a sense of urgency and exclusivity. Gen Z, with the desire not to be left out of the latest trends, has chosen to go to a pop-up store. Even, according to some studies, going to pop-up stores has now become their hobby and habit.
3. Experience of space and products: Young people are frequent consumers, but they also value experiences more than just owning things. Pop-up stores that not only sell products but also create interactive experiences, fun activities or photo-taking areas have fulfilled their desires.
4. Association with the brand: In particular, if Gen Z is someone who values and cares about values and brands, Pop-up stores can meet these desires. Opening pop-up stores and experiential activities makes customers feel more connected to the brand, and they also have more opportunities to experience products before deciding to buy.
In short, pop-up stores have given customers the opportunity to discover new brands, experience established brands, and connect people with each other. This is a win-win marketing experience for brands and consumers.
In Korea, the pop-up store trend is often opened when brands promote their new products or celebrate a certain brand milestone. More and more pop-up stores have been opened every week. In the future, there may be pop up stores combining two or three brands with combined products. This will increase the “exclusivity” factor and attract customers wanting more experiences. In addition, it also helps brands refresh their image and connect with their customers.
Liquid Art Museum, a different way to talk about sex
For a brand like Durex, which mainly focuses on birth control and erotic products, it is not easy to launch a sex-themed marketing campaign in China, where ‘people’s culture is conservative’, that does not feel obscene or dogmatic. But Durex chose a creative way to present its brand message, i.e. building a ‘liquid art museum’. This idea is closely linked to the brand’s core philosophy and products, while also providing a unique and engaging experience that engages users but subtly breaks down stereotypes of ‘sex’ with a liquid art gallery. On the first day of its launch, the permanently online Durex Liquid Art Museum surpassed 1 million views.
Durex used an H5 page to present the liquid art gallery, taking full advantage of web technology and allowing users to easily access and experience it on any device.
The H5 page is designed to be three-dimensional, with complex geometric shapes and lines to simulate the space of the museum and give users an immersive experience. By sliding the page you can see the paintings of 12 artists from around the world and hear the soundtrack of Dou Wei’s ‘Water of the Li River’.In all corners of the gallery, users can also find more surprises, which may be related to Durex products or just purely artistic elements, increasing the user’s desire to explore. Sub-cross composition. Durex wanted to find a way to shift the prejudice of most consumers towards the erotic gel range. Through data research, they found that there was a general blind spot in the audience’s perception of the product, so they brainstormed several times and finally decided to use the concept of an ‘art exhibition’ to change people’s inherent perceptions of the product, so that sex and eroticism could be connected. It took them a total of 10 working days to create the gallery, and they rejected seven versions of the proposal.
The theme of the exhibition is ‘Liquidism’, highlighting the relationship between Durex’s range of erotic gels and sex. In addition to the beautiful paintings by several artists, Huanshi Interactive also made the H5 page more interactive, for example, one of the pages has a door that requires visitors to find a key hidden elsewhere in order to open it, and the key is actually hidden in the toilet in another room.
For many Chinese who are shy about talking about sex, trying to market sex toys in a ‘non-obscene’ and ‘non-dogmatic’ way is not an easy task, and perhaps no less difficult than selling to monks in a temple. What Durex has been trying to do is to use an eye-catching and popular way to turn the shameful thing into a wonderful topic for the public to talk about after dinner, and to gather popularity and buyers. In addition to putting on the garb of art, Durex has also taken advantage of the hot topic of current affairs through its marketing plan on Weibo. With the rise of sexual awareness, Durex is no longer simply selling sex toys. We have reason to hope that Durex, who is already both a curator and a jockey, will bring us new surprises.
Xiaomi ‘s car SU7 marketing
Xiaomi Technology Co., Ltd. was established on March 3, 2010. It is a global mobile Internet enterprise and innovative technology enterprise focusing on intelligent hardware, electronic products, chip research and development.
Recently, Xiaomi launched a new electric vehicle SUV SU7.Xiaomi’s SU7 comes in three versions, SU7, SU7Pro and SU7Max, in nine colors to meet the needs of different consumers. As the latest masterpiece of Xiaomi’s entry into the automotive field, only 27 minutes after the launch, the number of pre-orders exceeded 50,000 units, and within 24 hours, the amount soared to 88,898 units! Below, I would like to analyze some of the marketing activities.
New Energy Vehicle Market Analysis
In 2023, car sales exceeded the 30 million mark, the fuel vehicle market continued to shrink, and the penetration rate of new energy vehicles approached 40% for the first time. The consumer population tends to be younger, accounting for more than 40 percent of the population under the age of 35.Xiaomi SU7 happens to plug in this outlet and presents consumers with the choice of wishes. At the same time, young users prefer to show their personality and taste through the car, so rigid demand is no longer the only driving force, and the attractiveness of appearance has become an important influence indicator.
PRODUCT MARKETING
Xiaomi SU7 is positioned as a C and high-performance eco-tech car, aiming to become the best-looking, best-driving and most intelligent car within 500,000 yuan. The brand slogan is “People and cars together my heart flutters. “Xiaomi cars use “price anchoring” to pinch consumers’ psychological expectations. Xiaomi SU7 targets a young user group that has crossed the 200,000-level boundary at a starting price of 215,900 yuan, establishing a price advantage over fixed-rate model products such as Tesla Model 3.”Bitsla cheap” pricing means to create a user-friendly and durable value perspective, improving user experience and satisfaction.
Marketing analysis
Xiaomi CEO Lei Jun is not only a brand of spiritual totem, but also because his legendary entrepreneurial experience itself has a high degree of topic. Through his own influence and marketing activities, he built millet cars and increased brand influence.
For example, Lei Jun increases brand affinity through direct interaction with users (such as answering questions from netizens and leading netizens to visit factories).When the first millet SU7 was delivered, Lei Jun personally opened the door for the first batch of car owners who were teased by netizens as spending 300,000 yuan and billionaires, and also sent a car to provide additional emotional value to car buyers. At the same time, continue to use stars to create brand topics. Lei Jun’s active interaction with word-of-mouth actor Zhang Songwen on Weibo continued to promote the public exposure of Xiaomi cars.
The New IP Benefits of Line Friends
The international creative studio LINE FRIENDS originated from the cartoon stickers BROWN&FRIENDS created for the mobile chat app LINE, which is used by over 200 million users worldwide.
LINE FRIENDS has announced the establishment of cross-border partnerships with leading streaming entertainment service provider Netflix and global mobile game developer SUPERCELL, NEXON, to enhance the company’s competitiveness in the global media and gaming industry. LINE FRIENDS has also reached a strategic partnership with AFUN INTERACTIVE 3D Content Development Center, expanding its IP business from traditional image licensing to the digital entertainment industry. LINE FRIENDS has established partnerships with well-known brands such as Bang&Olufsen, Converge, LAMY, Brompton, LEICA, Repetto, Maison Kitsun é, MINIONS, etc., which have a deep foundation. While enriching the image of BROWN&FRIENDS and BT21, LINE FRIENDS has launched countless high-quality products.
In addition to collaborating with famous artists such as BTS, new jeans, and drama in South Korea to launch new cartoon characters. In China, high-quality young idol Wang Yuan was also invited as the Chief Creative Officer to jointly create a new series of cartoon characters – ROY6. Line friends use IP addresses such as BROWN&FRIENDS, BT21, ROY6, and BRAWL STARS as their own assets to do image authorization and peripheral products. This mature business model once brought annual revenue of over one billion yuan to the parent company LINE.
Line friends have built their own IP system, and the innovation and lifecycle of IP itself have always been a focus of external attention. Therefore, LINE FRIENDS is exploring new models of external cooperation. By collaborating with various brands, we create new IPs, bring new ideas and content, and continuously inject new vitality into the brand. Cross border cooperation with other brands can further expand their influence and market coverage, achieve resource sharing and complementary advantages. By creating new IPs to attract different target audiences, Line Friends can enter new market areas or expand their market share in existing markets, ensuring brand expansion and product diversification, further expanding their brand influence, attracting a wider audience, standing out in the market, and enhancing brand awareness. By creating new IPs, Line Friends can maintain a competitive advantage in the market. The new IP will also spark user interest and enthusiasm for the brand, making them more willing to purchase Line Friends products and participate in brand activities.
Different types of IPs can reflect different brand values and images, helping Line Friends shape a more comprehensive and diverse brand image in the minds of users. Through the launch of new IPs, brands can convey more diverse information, enhance user awareness and understanding of the brand. On March 19th of this year, LINE FRIENDS, as the exclusive global IP operator, officially announced the launch of SEALOOK in the Chinese market. With a warm and healing art style, simulated documentary language, and a nonverbal presentation, SEALOOK tells the story of a group of uniquely identified number tags, playful and imaginative seals living their humorous lives in the Arctic, as well as their wonderful adventure journey with cute friends such as white terns, polar bears, and Arctic bluefish. Behind the popularity of the new IP is a complete set of worldviews.
Hao Wang Shui（Hopewater）- Traceability Strategy
Hao Wang Shui is a plant-based beverage brand with oriental herbal sparkling juice, which means ‘giving good hope’. Hao Wang Shui started out as a barbecue restaurant’s drink item – ‘Wang Shanzha’, which was initially launched as a hawthorn sparkling water with appetising, digestion, greasiness and spiciness in line with the scene of jerking off skewers. The brand positioning of ‘Hao Wang Shui’ puts forward the idea of ‘giving hope for a better life’, around such a core concept, not only can it enrich the marketing game with users in the future and continue to interact with them, but also re-interpret the brand in the way of a better life to enhance the brand potential and strengthen the stickiness of the users. In China, traditional plants have always been a beautiful emotional support, such as the red bean of love, the willow of farewell, the peach blossom of love. First of all, the product naming has a good meaning: the launch of the ‘Hope Series’ is named according to different product flavours combined with the harmonies of good meaning – Hope Hawthorn（hope）, Hope Peach Blossom（love）, Hope Apricot Fortune（happiness）, Hope Plum Good（appreciation）. These creative naming with beautiful hope makes the whole brand full of ‘literary’, which not only means quite elegant words, but also refers to the expression of care for people, creating a romantic emotional experience.
For Hao Wang Shui, traceability marketing is an important means for its new product marketing.2022 In October, Hao Wang Shui started the ‘Hope Hawthorn Traceability Plan’, and went into the Hawthorn planting base of Good Hope Water in Linqu, Shandong Province, to bring the short film ‘Hawthorn is Red’. Starting from the perspective of a son, the short film tells the story of his father’s care and attention in picking and selecting hawthorns. The story of this father is also the epitome of countless farmers in Linqu, who accompanied the ripening of hawthorns, and continued the hope of generation after generation with the hawthorns that were sent out of the mountains in bags.
Not only that, Hao Wang Shui also records those farmers who plant hawthorns in the way of character portraits, transforming them into ‘hawthorn kings’ or ‘master pickers’, and framing the smiles in their eyes.
In June 2023, while the summer heat was still fresh, Hao Wang Shui once again set off to Xianju, where prunes are abundant, to start the ‘Hao Wang Plum Traceability Project’. The fruit of prune is red and gorgeous, but its freshness is fleeting. Its characteristics are just like the personality of a person: daring to be fresh, daring to be different, daring to be eye-catching. Through this traceability campaign, Hao Wang Shui not only traces the unique freshness of the prune, but also focuses on bringing freshness to the users’ life – Hao Wang Shui binds the prune with the word “freshness”, from searching for the “prune head girl” whose hairstyle resembles that of a prune, to exploring different destinations, and in the cycle of the boring city life, Hao Wang Shui hopes to bring a message to the users that the prunes are not only fresh, they are different from the people. Through this campaign, Hao Wang Shui hopes to show consumers the freshness of its products and at the same time bring freshness to people’s lives, making ‘freshness’ a way of life and ‘freshness’ something that happens all the time. In order to promote its ‘Wangmeihao’ single product at the point when prunes are on the market, Hao Wang Shui made a brainstorming association between the shape of prunes and the purple-red inch hairstyles of girls, released a set of posters with a strong sense of visual impact, and invited these ‘prune-head girls’ with strong personalities to participate in a photo activity and to take pictures with the ‘prune-head girls’ throughout the network. ‘These girls were invited to participate in a group photo activity and receive the benefits of the product, which brought the product into the public’s view and at the same time conveyed the positive brand proposition of “encouraging the courage to try fresh food”, which was both creative and insightful.
And the same as last year’s Trace Hope Hawthorn, Hao Wang Shui once again took portraits of the farmers picking prunes, using images to convey the farmers’ joy to everyone.
Hopewater already carries the meaning of ‘giving good hope’. Through the implementation of the two traceability programmes, Hopewater has bound the imagery of ‘harvest’ with hope, not only recording the joy of local farmers in the face of ripening fruits, but also endowing the product with a deeper emotional value. From the presentation of individual stories to the recording of group images, while presenting the audience with the quality of raw materials, Hopewater has always focused on local farmers as the protagonists of the traceability programme, paying more attention to the importance of ‘human beings’ and reflecting the brand’s humanistic temperature.
Ewha [Brand Communication] 