How can a brand, at a point in time that is not a holiday or an e-commerce promotional festival, get a breakthrough in attention and volume?
For brands, there is a way to play is called to create a brand-exclusive double 11, which is Tmall Super Brand Day. By creating surprise offers that fall from the sky for users and a consumer experience that is different from regular marketing, Tmall Super Brand Day continues to create a climax for brands and merchants in terms of mind spreading and product sales.
On February 21st, Move Free's Tmall Super Brand Day, Move Free brought great surprise to consumers and reached a new peak of the brand's online sales volume on a single day, with the total sales volume on that day exceeding the usual monthly sales volume.
Move Free is a globally recognized bone and joint healthcare brand under the Schiff brand from the U.S., originating in 1936.Move Free has been firmly guarding the vitality of people's lives, and its glucosamine ingredient can help repair and maintain cartilage, and stimulate chondrocyte growth.
How did Tmall Super Brand Day create a customized marketing plan for such a healthcare brand? And in what way does it empower the brand?
In the era of consumer upgrading, for brands, marketing needs to accurately grasp consumer demand and consumption concepts in order to develop corresponding communication strategies and marketing programs. The first thing Tmall Super Brand Day does for Move Free is to let brands truly understand their users through the scale-level big data resources accumulated by Ali's entire platform. Thus turning consumers into their own users, allowing brands to establish the concept of users, and no longer defining their product use objects in terms of generalized consumers.
So the marketing communication based on the full support of big data can reach the brand's consumer groups accurately and efficiently, and on the day of Move Free's Tmall Super Brand Day, with joint health as the core, the global publicity exploded, and no matter whether the users were on the Bund in Shanghai or Times Square in New York City, when they were riding the subway and public transportation, they had been "energized and energized" by Move Free. The Move Free Tmall Super Brand Day has achieved a double increase in attention and sales conversion rate by accurately delivering joint health information to target consumers.
(Move Free X Tmall Super Brand Day on Shanghai Bund Citi Screen)
The Move Free Tmall Super Brand Day, with joint health as the core, is a burst of publicity around the globe, with the entire street of Huaihai Road in Shanghai, the major core high-end buildings in Shanghai, and even the American superstores all promoting the Move Free Tmall Super Brand Day on the same time. "The Move Free Tmall Super Brand Day is a great opportunity for consumers to get the word out about the Move Free Tmall Super Brand Day.
Move Free Tmall Super Brand Day delivers joint health information accurately and directly to target consumers, accurately grasps user profiles, and realizes a double increase in attention and sales conversion rate. In addition to accurately pushing health information, it is more important to create a play style for the brand that suits its rhythm and tone. In terms of fan base gathering, word-of-mouth building, user experience and other aspects, it brings more diversified dimensions of optimization to the brand.
In order to let users feel the importance of healthy joints, Move Free Tmall Super Brand Day invited "extreme couple" Zhang Xinyu and Liang Hong to support the joint protection carnival. Couples" is the first Chinese original outdoor reality show, this cooperation to shoot the documentary "full of energy", with users soaring over the United States, not only to release the people's travel vitality, but also to bring the user a double physical and mental freedom of intuitive feeling. Not only that, "Couples" also brought Move Free and Tmall to the South Pole for the first time, creating the highest climax of this carnival and spreading vigor to every corner of the world.
At the same time, Move Free Tmall Super Brand Day also invited Wang Guangcheng, the choreographer of the magical song "Little Apple," to create a square dance joint drill - "No Cultivation," triggering a fervor of joint protection for the whole nation. The video was forwarded to the microblogging website Weibo, where it was captured by the magical video, and on the night of Move Free Tmall Super Brand Day on February 21, a mysterious flash mob performance in downtown Shanghai led users to leave behind the pressure of heavy workloads, move their joints, and release themselves with the "no-judgmentalism" and public welfare challenges.
Backed by the data, users, channels and platform resources of the entire Ali system, Tmall Super Brand Day provided Move Free with marketing creativity as well as the overall integration of marketing resources, creating an exclusive event day for Move Free. Thus, it helped Move Free bring users a more diversified and complete shopping and consumption experience, and also fully drove potential consumers, leading to an increase in the brand's market penetration and a breakthrough in product sales. It can be said that the Move Free Tmall Super Brand Day provides an appropriate model for healthcare brands to do marketing communication.