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.

Gucci is officially in the Metaverse

• Gucci, founded in Florence in 1921, is one of the world’s leading luxury brands, known for its unique creativity and innovation, as well as its exquisite Italian craftsmanship, and is part of the Kering Group, a leading fashion and accessories company with a wide range of influential boutique, sports and lifestyle brands. Gucci pursues luxury, sophistication and individuality, with an emphasis on detail and craftsmanship, combining traditional craftsmanship with modern design, adhering to the principle of “vintage and innovation,” and advocating the brand’s philosophy of “vintage, sensuality and luxury. Gucci has always pursued excellence in quality and unique design, through a skillful blend of tradition and innovation, to create a unique style of products. Whether it’s leather goods, shoes, ready-to-wear or accessories, every Gucci product showcases superior craftsmanship and exquisite attention to detail, with a focus on design that is inspired by nature and the animal kingdom, as well as the essence of Italian culture and art. This makes Gucci products luxurious yet stylish and personalized.

Localized Marketing Strategies in China: Digital Marketing

The “sense of quality” of luxury goods is usually difficult to show in digital marketing, and the disconnection of experience is the root cause – online can’t replicate the offline appreciation and consumption path. In order to capture the highly fragmented attention of the younger generation, there must be a lot of innovations. 2020, Gucci entered the TikTok platform to penetrate into various digital content touchpoints, connecting the Gucci culture to the young Chinese public in a more localized way.

Immersion in “Brand Culture”

Gucci’s official website has created a three-dimensional, immersive AR tour of the brand’s cultural landmark, the Gucci Garden in Florence’s Piazza della Signoria, to bring Gucci’s culture to fashion enthusiasts around the world in a cutting-edge, digitally-enabled experience.

Interacting with young Chinese consumers

The first invitation-based private high-end luxury brand event, inviting 300 Tmall members to offline stores to participate in the special event of the “Gucci Originals” exhibition, guiding online customers to realize offline experience.
For the first time, Gucci’s Tmall members’ personalized wallpaper and AR trying-on function were launched on the whole channel, which efficiently attracted new customers in a fun and game-like way. The campaign was linked to Weibo, TikTok and other platforms, realizing exposure of nearly 500 million times.

Brand Communication in the Digital Age

1. Launch of “Gucci Vault Land”, the center of the Metaverse

Gucci announced the launch of ‘Gucci Vault Land’, the center of the Metaverse in The Sandbox, making Gucci the first mainstream fashion brand to have a virtual world dedicated to Web3 products in The Sandbox.

2. Superplastic Launches Super Gucci, an NFT Program

Superplastic has partnered with top fashion brand Gucci to create a NFT project called Super Gucci, which will be a three-part series.
The Super Gucci collection will feature a limited edition of 250 NFTs designed with Gucci’s iconic motifs, logos and symbols, modeled by Janky & Guggimon, and each NFT will be accompanied by a handmade ceramic figurine from Italy. Janky & Guggimon visited Alessandro Michele’s ‘Vault’ concept store to learn about Gucci’s iconic icons and symbols, bringing the past, present and future of Gucci into the virtual world and Metaverse.

3. Launch of the virtual space Gucci Town

Gucci Town is a place to explore the brand, its heritage and Alessandro Michele’s ever-changing vision, as well as to express one’s individuality and connect with like-minded people Personal virtual plazas from around the world offer a range of experiences including mini-games, art exhibitions, and the purchase of digital Gucci items to equip Roblox avatars.

4. Try on shoes using virtual technology such as XR and VR

Together with Snapchat, it has launched a 4 styles of wear service that allows users to try on Gucci sneakers online. When picking out shoes, users only need to point their phone at their feet to see the try-on effect, and if they are satisfied they can immediately complete the purchase online.

Gucci Ancora

As Gucci’s Spring/Summer 2024 collection launches, one of the most talked about items is “Gucci Ancora” Ancora means “again, still, more” in Italian, and according to the brand’s official statement, it expresses the vision of “falling in love with fashion again”. According to the brand’s official statement, it expresses the vision of “falling in love with fashion again”. The “Gucci Ancora” offline space opened in six landmark locations in Shanghai, Chengdu, Beijing and Shenzhen.
According to the plan of Gucci’s parent company, Kering Group, Gucci’s next goal is to become a major luxury brand with annual revenues of 15 billion euros. As a leader in driving change in the luxury industry, Gucci will then have a wider range of products and present a more inclusive and diverse set of values.

And China has become one of the most important markets for Gucci worldwide.

Samsung’s House of Surprises: A Glimpse into the Future of Interactive Advertising

In2020, Samsung launched the campaign called ‘House of Surprises’ which aimed to showcase their connected ecosystem of devices in a fun and engaging way. They created an immersive, virtual experience where viewers followed a quirky family through their home, witnessing how Samsung products seamlessly integrated into their lives. This campaign wasn’t an average TV commercial, it was a multi-faceted experience that blurred the lines between advertising and entertainment. showcasing the power of new technologies and communication strategies.

(https://www.facebook.com/SamsungUK/videos/life-unstoppable-house-of-surprises/2875478946007846/).

This interactive platform wasn’t just a video; it was a virtual world brimming with possibilities. Viewers embarked on a journey through a vibrant home, encountering a quirky family – the Unstoppables – whose lives were seamlessly integrated with Samsung’s connected ecosystem of devices.

This campaign included many elements such as ‘Interactive Virtual Experience’ by allowed viewers to explore a virtual home and see how a quirky family uses Samsung products in their daily lives, ‘Global Communication’ by launched in 17 European countries with content adapted for different cultural contexts and ‘Digital Marketing Integration’ by utilized social media, influencer partnerships, and targeted online advertising to reach a wider audience.

Aside from that this campaign also serves as a blueprint for future advertising efforts, highlighting the importance of Interactive storytelling by creating an engaging virtual world, viewers became active participants rather than passive observers and Technology integration by using AR/VR technologies offered an exciting platform to showcase products and create lasting impressions.

The results were likely positive, with the campaign successfully capturing audience attention and generating interest in Samsung products. The immersive and interactive nature of the virtual experience likely made it memorable for viewers, fostering a deeper connection with the emotional benefits of using Samsung’s connected devices. Additionally, the campaign’s global communication strategy and digital marketing integration ensured a wide reach and targeted the right audience.

The campaign’s impact goes beyond anecdotal evidence. There are 5 key metrics that showcase its success such as ‘High Engagement’ in which 3,740 attendees actively participated in the virtual experience. ‘Deep Dive’ in which a remarkable 60% of viewers dedicated the full 45 minutes to experiencing the House of Surprises. ‘Actionable Interest’ in which Over 4,000 consumers demonstrated purchase intent with “click-to-buy” actions. ‘Interactive Success’ in which The campaign exceeded average interactivity statistics, with 29% active audience share and an impressive 3.51 interactions per active viewer. And ‘Industry Recognition’ in which the campaign got awards like Best Interactive Event Video, Best Brand Experience B2B, and Best Use of Video Content, solidifying its innovative approach and marketing effectiveness.

In conclusion, the Samsung House of Surprises campaign stands as a testament to the power of blending immersive storytelling, data-driven marketing, and a focus on customer experience. By delivering a unique and engaging virtual world, the campaign not only captured audience attention but also demonstrably generated interest in Samsung’s connected devices.

Ultimate “Girlish” Marketing-Flower Knows

In 2016, a Chinese makeup brand focusing on “girlish” was officially established in Hangzhou, China, radiating the core user circle through precise circle marketing, and possessing the first batch of highly viscous brand fans. At that time, under the market system dominated by international brands, she, as a local Chinese emerging brand in the brand concept, product packaging, delivery channels targeted market development. Today, she has broken the circle to become the annual sales will exceed 400 million, valuation of 1 billion, become stationed in China and abroad more than 1,000 retailers of the strong national girl makeup brand. In today’s increasingly expensive traffic, she has a large number of users spontaneously in the social platform for its call, with these high viscosity and high loyalty of users and private community, each series of gift boxes once the launch was snapped up, and even some people will buy a high price just for the collection.

1. Overseas marketing strategy: using mass media to widely reach target users

Unlike the Chinese model, Flower Knows’ overseas marketing started with a focus on mass media platforms: TikTok, Instagram and Twitter. on TikTok, Flower Knows’ content strategy is highly consistent with the platform’s tone. It attracts users’ attention by posting creative and fun short videos showing makeup tips and how to use the products, accompanied by interesting movements, special effects and music. On Instagram, Flower Knows mainly focuses on the brand and the products themselves. Sharing the inspirational stories behind the products, the founder’s experience, and hot topics and concepts related to young consumers, it creates an emotional connection with the target audience. As the birthplace of cosplay culture, Flower Knows has an innate receptivity to “girlie” brands, so the first stop for Flower Knows to export overseas was Japan. in early 2020, the brand was the first to start from the online channel, and the products were firmly linked to the popular “Chinese Makeup” in Japan at that time. In early 2020, the brand took the lead in the online channel and tied its products to the then popular “Chinese makeup” in Japan, which received enthusiastic feedback and quickly opened up the situation. 2021, Flower Knows was stationed in a number of offline brand collection stores in Japan, such as LoFt, Plaza, etc., and also began to cooperate with local KOLs in Japan online, so that consumers can quickly go to the offline store to try out and pull weeds after they have been planted on the online store. In addition, the Shibuya district of Tokyo, Japan, buses, subway also actively placed advertisements, to further expand its popularity in Japan. The same period also announced Miyawaki Sakura as the Asian brand ambassador, borrowing its popularity with the girl group in Japan and South Korea, to stabilize in China, Japan and South Korea in the “invincible girl heart” makeup status. With this wave of strong overseas marketing, Flower Knows by the Japanese girls favorite magazine “Popteen”, selected as Japan’s female high school students favorite makeup brands, teddy bear lipstick, but also for a week in a row to dominate the Amazon lipstick sales day list TOP1.

2.Product innovation: high-frequency new, product growth with the crowd

Teenagers are difficult to determine the nature of the heart, five hearts and six minds unusual, coupled with today’s fashion trends update the fast iteration, if the brand can not do high-frequency new, it will be difficult to keep up with the needs of young people. For this reason, Flower Knows always walks in front of the trend, rather than following it, and gets the product ready before the crowd gets a new round in the pit. With a high frequency of 6 times a year, Flower Knows has launched four separate series in April, June, September and November in 20 years, each with 20 products.Flower Knows is pulling in new products while cultivating a new mindset among users. In the first 10-15 days of the new products, Flower Knows constantly “dramatizes” the new products on the official microblogging site, Xiaohongshu and Bilibili website with videos and graphics, does popular placement, accurately reaches the potential users, and strongly plants grass, informs about the benefits of the new products, and stimulates the users to place orders. In addition, Flower Knowledge follows the trend of the times and often introduces new products. Just this year’s Halloween, it launched a series of makeup, everything, dark black system, very consistent with the holiday atmosphere.

“Never set a limit for girlish, the product is deeply connected with the target group.”Since the decision to do”girlish”makeup, we must let the product from the outside and the mainland exudes a girl’s breath, from the visual, price, the speed of the new have to be in line with the minds of young girls, to really do the “girlish, there are flowers to know”.

3.Product design: do not do new categories, do the most understanding of the new products of teenagers

Previously in China, although there is no makeup brand that focuses on teenage girls, many affordable Chinese brands have launched products with teenage girl labels, plus users have been more or less influenced by Japanese and Korean makeup such as ETUDE HOUSE, CANMAKE, etc., and have a certain knowledge of this kind of makeup. On this basis, Flower Knows focuses on the theme of girls from the beginning, taking the manga style, the secondary girl style and other themed makeup products as a starting point, and making more acceptable to the public, such as the cute style, the dream style, the Chinese style and other series of products. The representative products of cute style include cute cat series and teddy bear series. In the early stage, Flower Knockout was mainly aimed at cosplayers and visual designers who had the need for imitation make-up, and attracted users’ attention by using the element of cute and adorable pets. In the mid-term, Flower Knows gave full play to the advantage of deep insight into secondary preferences, and carried out targeted development in packaging concepts, product appearance and category selection. For example, around the cat’s paw elements launched a series of makeup brushes, and well-known illustrators jointly designed the launch of a series of anime elements of the makeup gift box goldfish flowers and fire, white night and black day, etc., accurate “sniper” core circle.

4.The use of public welfare activities to establish a brand image

Flower Knows also pays great attention to establishing brand image, for example, it carried out a public welfare action “Flower Protection Program” on the occasion of Children’s Day of 6.1 , to deliver dreams, guard the beautiful, so that every girl can be healed by the power of the girl’s heart, and donate 2 million yuan in the event. The original intention and mission of Flower Knows: to let the “flower” know more, hurt less, and hope that more girls grow up healthy and happy! The event was of great significance and gained a lot of public attention and favor for Flower Knows.In today’s makeup market, where the heroine reigns supreme, there are many brands that focus on delivering “her power”, but very few brands that really focus on pure “girlishness”. As the track becomes more and more crowded and homogenization becomes more and more serious, it is even more difficult for latecomers to break through. Therefore, Flower Knows chose to plough into the aesthetic field of the secondary yuan niche group, using the ultimate and pure girl’s heart to awaken the needs of girls, and realize the mass breakthrough from the niche circle. Obviously, the strategic positioning of Flower Knows is successful, and the brand has realized the jump from 0 to 1 to 10+.

“IKEA: Using Versatile Copywriting to Attract Customers”

“A while back, an IKEA poster featuring a meatball dish went viral on the internet.”

Rumor has it that those who get lost in IKEA and can’t find their way out end up being turned into the bestselling Swedish meatballs?

Main title: “What Kind of Meat Are Swedish Meatballs Made Of?”

While getting lost in IKEA is a common occurrence, the idea of being turned into meatballs if you get lost seems too bizarre.

However, after seeing the full version of the copy, it instantly makes sense:

Guided by the explosive copywriting, people curiously read on:

“If you don’t want to become a meatball, here’s what you can do:

Check out the floor plan to head directly to your desired area.

Keep an eye on the blue signs overhead to know your location.

Follow the arrows on the floor to find the exit.

In other words, IKEA uses exaggerated storytelling and curiosity-driven onion-style copy to amusingly remind readers what to do if they get lost, while also boosting the presence of their iconic meatballs. It’s a win-win situation.

When it comes to IKEA’s copywriting, there are truly numerous creative examples. From localized dialects to playful social media posts, they cleverly highlight product features without feeling forced.

However, upon closer examination, those seemingly ordinary and easily overlooked in-store messages at IKEA are also meticulously crafted with deep significance.”

01.

Reverse marketing highlights product benefits.

Example copy: “Unfortunately, no adult sizes available.”

From the product description, it’s evident that this is a chair specifically designed for children.

However, whether it’s the main headline or the final sentence in the detailed description stating, “However, adults might find it a bit small to sit on,” the focus is on the fact that this chair is not suitable for adults.

And that’s IKEA’s copywriting strategy: highlighting a minor drawback that is irrelevant to the primary users to better emphasize its suitability for children.

In essence, it’s about juxtaposing the product’s primary benefits against a minor inconvenience.

Furthermore, it subtly reminds consumers that the chair has limited weight capacity and is not intended for adult use.

02.
Abandoning rigid introductions, shaping selling points into a dream lifestyle.

Example copy: “A versatile wardrobe, storing your four seasons.”

Wardrobe capacity and closet space are common pain points in home décor. Instead of straightforwardly describing the flexible use of space, IKEA focuses on people’s fantasies about space, interpreting the product in a more natural and dreamy way.

Example copy: “Romance that never fades.”

“Buying flowers can be a necessity or a way of life. Under IKEA’s succinct six-word copy, flowers aren’t just plants; they’re also embodiments of passion and hope for life.”

03.
Providing options, giving full respect.

Example copy: “You can do it yourself, or we’re happy to assist.”

IKEA gives customers the power of choice, allowing them the freedom to explore while also providing the opportunity to seek assistance when needed.

Without imposing or pushing sales, they offer necessary services and help when customers require it, fostering a sense of reassurance and respect.

Example copy: “It’s okay, you can change your mind.”

Facing customer returns, IKEA adopts a generous stance by simply stating “It’s okay,” reducing the burden on customers while also showcasing the brand’s respect for customers’ experiential use.

This attitude not only alleviates customer concerns but also strengthens the brand’s commitment to customer satisfaction and service excellence.

04.
Strongly directive in action.

Example copy: “Tap to experience different lighting!”

Example copy: “Lie down and feel the comfort of the mattress.”

Example copy: “Scan the barcode, and the price information will display on the screen.”

Indeed, straightforward action-oriented copy significantly reduces communication costs and allows customers to better understand product features and functionality in a direct manner.

05.
Educational content with practical tips.

Example copy: “How to choose the right pillow.”

In large-scale retail stores like IKEA, consumers often find it challenging to decide which product truly suits their needs amid the overwhelming array of options.

To address this, IKEA adopts an educational approach, providing consumers with informative and visually appealing content. Through this method, consumers not only learn about the products but also gain a better understanding of their own requirements, enabling them to select products that meet their specific criteria.

Even if consumers don’t make a purchase, they can still learn valuable knowledge while in the store, which helps to enhance their affinity towards the brand.

In these store copywriting, IKEA fully stands from the perspective of users, linking various needs of consumers. This not only makes the product features more flexibly presented but also demonstrates the goodwill and respect of the brand.

In the eyes of enthusiasts, no matter on what platform or in what form, every piece of copywriting is a touchpoint with consumers, and IKEA has done this very well.

So, don’t think that some copywriting is simple to write. Behind it, a lot of thought has been put into it.

Subway: How has Subway long been recognized for its strategies?

Subway, the world’s largest submarine sandwich chain, has cemented its place in the global fast-food industry as a household name synonymous with freshness, customization, and healthier eating options. Nowadays, in the hyper-competitive fast-food industry, effective brand communication is essential for standing out in the minds of consumers and driving business success. So, how has Subway long been recognized for its strategic use of integrated marketing communication (IMC) to convey their brand message and engage with their target audiences? 

Subway utilizes a variety of media platforms to communicate with their target audience; however, one of the most prominent and widely used platforms is television advertising. Through television advertising, it allows Subway to reach a broad audience and convey its brand message through visually appealing commercials that showcase its menu offering, promotions, and brand values. Most of its commercials often emphasize freshness, customization, and healthier eating options, highlighting its diverse range of sandwich options made with freshly baked bread and quality ingredients. Additionally, Subway strategically airs its television commercials during peak viewing times and programming slots to maximize reach and effectiveness, leading them to effectively communicate the brand’s message and brand’s image to a wide audience, including both existing customers and potential new customers, and reinforce its position as a leader in the fast-food industry.

While television advertising is a key media platform for Subway, the brand also utilizes other channels such as digital advertising, social media, print advertising, and in-store promotions to complement its marketing efforts and engage with customers across various touchpoints. Firstly, digital advertising includes targeted campaigns on social media platforms such as Facebook, Instagram, and X (Twitter), as well as search engine marketing (SEM) to reach consumers actively searching for food options online. Secondly, print advertisements are used in newspapers, magazines, and direct mailers to reach more local markets and promote Subway’s limited-time offers, new menu items, and special promotions. Last but not least, in-store promotions involve highlighting how these promotions align with and contribute to Subway’s overall marketing strategy, which enhances the customer experience. Whether it’s through eye-catching signage, point-of-sale material, or interactive displays, these promotions create a more engaging and memorable dining experience for customers, driving foot traffic and increasing sales, respectively. 

Moreover, Subway actively engages in public relations activities to maintain their positive brand image and manage their reputation, including issuing press releases to announce new initiatives, responding to media inquiries, and participating in interviews and media appearances. Together with leveraging influencer partnerships and sponsorships to generate positive publicity and increase brand visibility. For example, the company may collaborate with food bloggers, fitness influencers, or community organizations to create content and events that align with its brand values. According to its direct marketing, Subway utilizes direct marketing tactics to communicate directly with consumers and encourage them to visit the restaurants. This includes email marketing campaigns to subscribers, SMS marketing for mobile users, and targeted offers through its loyalty program. Besides, they launched a reward program named “Subway® MVP Rewards,” incentivizing customers to make repeat purchases by offering rewards points for every dollar spent, which can be redeemed for discounts, free items, or exclusive offers.

One of the other most effective factors for brand communication is social media. Subway maintains an active presence on social media platforms to engage with its audience, share relevant content, and build brand loyalty. The company creates and curates content that showcases its menu items, highlights customer testimonials, and encourages user-generated content. Social media channels serve as a platform for subways to interact with consumers, respond to inquiries and feedback, and address any concerns or complaints in a timely manner. This helps strengthen relationships with customers and foster a sense of community for its brand.

Overall, Subway’s IMC strategies are designed to create congestive brand experiences across multiple touchpoints, reinforce key messages, and drive customer engagement and loyalty. By leveraging a mix of advertising, public relations, direct marketing, sales promotions, and social media, Subway effectively communicates its brand values, promotes its offering, and encourages consumers to choose Subway for their dining needs. 

Subway® MVP Rewards

Subway® MVP Rewards

Virtual Outdoor Advertising of Nongshim’sAnchovy stock with Kalguksu

Do you know the Anchovy Roller Coaster? The video, which has recently become a hot topic
on social media, is an outdoor advertisement to promote Nongshim’s anchovy stock with
kalguksu. But did Nongshim actually create the rollercoaster? It is a virtual outdoor
advertisement.

First, what is a virtual outdoor advertisement? Virtual outdoor advertisements are also called
fake outdoor advertisements (FOOH). It is a fake advertisement that is directed with CG
technology in real space. By applying the CG technology developed these days, it creates a
realistic feeling, making it mistaken for a real space.

What about the origin of the term FOOH? The first person to use the term was Ian Padgham,
the founder of “Original” and a 3D digital artist. Ian Padgham is an artist who worked on the
short-form SNS “Vine,” launched in 2013, graphically depicting a wine bottle train to fit the
characteristics of the Bordeaux region of France, which is famous for wine. These vivid graphic
productions have even led the French transportation authority to express its position directly.
Since then, the brand’s FOOH campaign has been launched, with Jacques-Muse proposing a
collaboration with Ian Padgham.

So why are we using these fake outdoor advertisements?
The first is cost reduction. If these outdoor advertisements are made with kalguksu in anchovy
stock, it will cost a lot. However, if you use cutting-edge digital technology to create realistic
production, you can save a lot of money.

Next, these unusual virtual outdoor advertisements are effective in evoking viral effects on
SNS. As distancing was strengthened after COVID-19, the rate of using SNS increased rapidly.
For this reason, it can be said that these virtual outdoor advertisements have appeared since the
end of the pandemic.

So far, we’ve learned about virtual outdoor advertising. With the development of digital
technology, new forms of advertising are emerging, which I think is the most appropriate form of
advertising now that individuals’ use of SNS has increased.

References
https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://news.koread
aily.com/2024/03/14/economy/economygeneral/20240314140043067.html&ved=2ahUKEwjNxa
Wrv8CFAxVclFYBHZIaDTI4ChAWegQIAxAB&usg=AOvVaw1Qw2aZtDW0sIDDH6j9yeVs
이거실화?어 아니네…MZ 홀린 츄파츕스 대관람차 와인기차[비크닉] -중앙일보

https://youtube.com/shorts/Qu9HV_aIcaI?si=TdwzOt0cobt6bpLv
멸치칼국수 광고-유튜브

Nike: Just Do It

Nike is a multinational corporation known for athletic footwear, apparel, equipment and accessories. One of the most well-known campaigns is the “Just Do It” campaign by Nike which has successfully leveraged various aspects of new advertising, PR technologies, global communication, consumer psychology and digital marketing to maintain its relevance and effectiveness over the years:

Nike has used the campaign as a powerful tool for managing its public relations and corporate image. By positioning the brand as a champion of athleticism, empowerment, and social progress, Nike has successfully navigated various PR hurdles while maintaining the trust together with loyalty of its consumers which can show a testament to the enduring strength and relevance of the “Just Do It” message. With a presence in over 170 countries, Nike’s reach is truly global. The company’s success isn’t just about spreading its message far and wide, but it’s about resonating deeply with diverse cultures and communities. By embracing inclusively and authenticity, Nike fosters a sense of belonging that transcends geographical boundaries, making “Just Do It” a universally embraced mantra for anyone striving to achieve their goals. This campaign retains its universal appeal while still speaking directly to the unique aspirations and values of local audiences. It proves the brand’s commitment to inclusiveness and authenticity on a global scale. 

At the heart of the “Just Do It” campaign lies a deep understanding of consumer psychology and human motivation. As we can see in most of Nike’s advertising, it highlights fundamental drivers such as identity, self-expression, and the desire of achievement. Nike transforms its brand into more than just a label, but it becomes a symbol of determination, perseverance, and success. Through powerful storytelling and evocative imagery, Nike fosters emotional connections with consumers, inspiring them to associate these qualities with the Nike brand and motivating them to take action in pursuit of their goals. 

For example, Nike’s “Find Your Greatness” campaign which was launched in 2012. The campaign features a series of advertisements showcasing everyday athletes overcoming obstacles and pushing their limits to achieve their personal definitions of greatness. One particular advertising from this campaign, titled “The jogger” which stands out for its powerful portrayal of consumer psychology.

“The jogger” advertising introduced a young boy running through the streets of a nondescript suburban neighborhood. As he runs, a narrator speaks about the various struggles people face in their lives: the pressure to conform, the fear of failure, the constant pursuit of perfection. Yet despite these challenges, the boy continues to run with unwavering determination, pushing himself harder with each step.

This ad taps into the fundamental human desire for self-improvement and achievement. By showcasing an ordinary individual striving for greatness, viewers can easily identify with the protagonist and aspire to emulate his resilience and determination in their own lives. Together with, it evokes a range of emotions in viewers; Nike fosters a deep connection with its audience, reinforcing the idea that greatness is not just reserved for elite athletes but is within reach for anyone who is willing to push themselves beyond their comfort zone. 

Through this campaign, Nike demonstrates a profound understanding of consumer psychology and its role in effective advertising. By tapping into fundamental human desires, emotion and motivations, Nike inspires viewers to embrace the “Just Do It” mindset, empowering them to overcome obstacles, pursue their passions and ultimately find their own version of greatness. In doing so, Nike not only strengthens its brand identity but also encourages a loyal community of consumers who see the brand as a catalyst for their own personal growth and achievement.

link: https://www.youtube.com/watch?v=WYP9AGtLvRg

ChaPanda’s Brand Marketing Analysis

ChaPanda is a Chinese tea chain brand, founded in 2008, affiliated with Sichuan Hengsheng Herrui Industrial Group Co., Ltd.There are more than 7,000 stores in the country, and the brand has covered most of the cities in the country. In 2008, the first cup of ChaPanda was born in Chengdu, the land of Heaven.Adhering to the brand mission of “making everyone’s favorite daily beverage”, ChaPanda has adhered to its own independent product development model for many years.With “good tea as the base, make fresh” as the core concept of the brand, focus on product ideas, and constantly explore the combination of natural ingredients and Chinese tea.Keep in mind that the vision of “creating a more diverse beverage flavor and cultural experience based on continuous satisfaction of consumers’ needs for quality, health and experience upgrades” is constantly moving forward.

ChaPanda’s logo is a “tinting cat” of a “tea-drinking panda” holding a teacup and a straw.The panda has a round shape, and the shape of holding milk tea is very cute.In the brand color, with the “blue + white” color design, the whole image is more youthful and lively.

ChaPanda originated in Chengdu, China, and the most distinctive IP is the panda.With a panda drinking milk tea, this combination presents ChaPanda’s new brand symbol.It can not only reflect ChaPanda’s brand genes, but also realize the good interaction between the brand and “Generation Z” with the “dormant” image.ChaPanda’s English name has been changed from “ChaBaiDao” to “ChaPanda”, which can expand the continuation of the”Panda” element in the brand history, and on the other hand, it can be related to the Chinese pronunciation of “ChaPanda”.

ChaPanda products are mainly divided into four categories, milk tea series, fruit tea series, pure tea, snacks.Among them, the main focus is milk tea drinks, accounting for 43%.ChaPanda adheres to the independent product development model.The core concept of raw leaf extraction and fresh use of food ingredients is to play with the idea of products.At the same time, without pushing explosives, the internal “product committee” is composed of consumers, supply chain personnel, internal research and development, operation, and procurement.ChaPanda’s new product is divided into two steps: inviting loyal consumers, food bloggers and other members of the committee to conduct blind tests.Blind test of the top-ranked products, internal research and development department, operation department, procurement department will be screened again, select the final push of new products.

In order to attract young consumers, ChaPanda has launched joint activities with many brands, such as The Shy, Nagato Ghost School, Fundo, Pink Panther, Love, and Three Kingdoms Kill.While increasing brand awareness, harvest more young people’s attention.In order to help homeless animals, ChaPanda also donated part of the proceeds of the event to the “Wandering Animal Welfare Fund” charity foundation, while helping the brand gain more recognition and love from pet lovers.

At the same time, ChaPanda’s magic weapon from the fierce milk tea market is two words: takeaway!Platform data show that ChaPanda in multiple stores in multiple cities, just one takeaway platform daily sales reached a staggering 10,000 or more, repeatedly “thousand single stores.”Because ChaPanda caught the pain point of consumers, other milk tea delivery threshold is the need for two cups of delivery, and ChaPanda found this problem, its store launched a cup of delivery, this small strategy can meet the needs of the majority of single users.

Behind the pursuit is ChaPanda’s unremitting efforts to stand out in the homogeneity of the new tea market by generating endogenous momentum for development through innovation and continuously launching a multi-product matrix favored by young consumers.

Behind the prosperity of the new tea market is the upgrading of national consumption and cultural confidence.At present, “Generation Z” is becoming China’s new consumer main force, while the quality of domestic goods continues to improve, the national tide continues to emerge, to meet the multi-level and personalized consumption needs of young people.ChaPanda and other brands, both inside and outside, find a meeting point in the heavy tea culture and the young state of the new era, with tea as the carrier, awaken the people’s love for tea, so that the public can re-taste the long-lasting charm of tea culture.

This is the best time.I hope that ChaPanda and other major new tea brands will continue to adhere to innovation in inheritance, work hard, and live up to the times, and float China’s tea scent further.

The Advertising Marketing of Xiaodu Smart Speaker—Microfilm advertisement

With the continuous development of the smart hardware market, smart speakers, as an essential component of smart homes, have gradually become a necessity in people’s lives. Xiaodu, as one of the brands in this field, launched the microfilm advertisement “Lao Du” to enhance brand awareness and user experience.

Microfilm advertisements, as an innovative form of marketing, play an increasingly important role in brand promotion and dissemination. With its unique storytelling, emotional marketing, and brand integration features, microfilm advertisements can attract audience attention, strengthen brand awareness and emotional connection, and achieve marketing goals.

On September 30, 2022, Xiaodu’s microfilm advertisement “Lao Du” was successively launched on various platforms. A twelve-minute long microfilm seems out of place in the era dominated by short videos. The Brief of Xiaodu Smart Screen is a product TVC that leans towards gifting scenarios. In the process of completing the assigned tasks, the story of “Lao Du” was born. This is another way, apart from showcasing functions, to interpret the concept of “companionship,” and this story can reveal more connotations between artificial intelligence and human emotions. It’s also a deep interpretation of Xiaodu’s brand philosophy.

Microfilm ad content: The story tells the amusing tale of the protagonist, Lao Du, taking a leave from heaven to accompany his elderly wife for a dance on Earth. It culminates with the emotional peak as Lao Du and Xiaodu exchange the phrase “Here” to amplify the emotional intensity. The brand uses personification to help viewers understand its beliefs and ideals. While family companionship is irreplaceable, technology offers another avenue for companionship.

Advertising background and purpose: With the exacerbation of population aging and the increasing proportion of elderly people living alone, the demand for companionship and intelligent services among the elderly is also on the rise. According to official data released by Xiaodu, the Xiaodu Smart Screen has already provided life services to 5 million elderly households, spending an average of 2 hours a day accompanying the elderly, and on average, more than 1,000 users seek emergency guidance through Xiaodu’s emergency assistant daily. More and more elderly people are beginning to use Xiaodu Smart Screen, which is becoming the new “social code” for the elderly. For many elderly people, Xiaodu Smart Screen is not just an ordinary smart device anymore; it is more like a trusted old friend, serving as a daily life assistant for the elderly, helping them solve life problems, and providing them with a sense of security, satisfaction, and happiness in the technological society.

1. Precise and apt brand positioning: Xiaodu’s brand positioning is focused on the word “companion,” in line with the functional attributes of the product itself. This not only gives the product a differentiated positioning but also establishes a deeper emotional connection with users. This brand positioning makes the emotional appeal feel very natural, without any suspicion of deliberate emotional manipulation.

2. Ingenious and sincere creativity: While Xiaodu’s primary users are young people, this film chooses the group most likely to lack companionship – “the elderly” – as the protagonists of the story. The actors’ heartfelt performances and the delicate and realistic story allow the story of a specific group to resonate and have an impact on users of all ages.

3. Advertising execution: In terms of content, there is no excessive emphasis on the brand’s presence. On the one hand, product placements occur naturally when the plot requires them, and on the other hand, the repetition of lines reinforces brand awareness effectively. The product becomes a natural part of the storyline, driving the plot forward without causing irritation due to excessive product placement. In terms of distribution channels, choosing Bilibili, which is most friendly to high-quality long-form video content, as the first platform for release, and the platform’s deep interactive features such as bullet comments, also help to further strengthen users’ effective awareness of the brand.

4. Natural integration of the brand, fostering a sense of identification among users: Xiaodu seamlessly integrates brand concepts and product functionality into the storyline through storytelling. The film does not explicitly describe the product’s selling points, but subtly portrays Xiaodu as a flesh-and-blood character, allowing users to feel the emotional value of the product’s companionship in life. This further confirms the brand value of “having a companion by your side, having love in your heart,” sparking user identification and trust in the brand. As brand microfilms continually improve in watchability and appeal, they need to naturally integrate the brand’s functional value and philosophical value into the storyline to achieve “the rationalization of brand and story integration, the detailing of symbols and personalities, the simplification of communication between information and audiences, and the clarification of emotional expression and themes.”

Peter Guber, a professor at the University of California, once said, “Telling a compelling story is the best way to do business.” Brand storytelling is at the core of advertising content; it not only allows for precise connection with target audiences to facilitate effective conversions but also enables consumers to perceive value beyond the product. Just as Xiaodu continues to use storytelling to make its communication content more persuasive, prompting users to naturally associate a life companion assistant with Xiaodu.