As far as brands are concerned, there is a way to create brand-specific double 1 1, which is Tmall Super Brand Day. Tmall Super Brand Day constantly creates a climax of mental communication and product sales for brands and businesses by creating surprise offers and consumer experiences different from conventional marketing.
On February 2 1 day, Move Free Tmall Super Brand Day, Move Free brought great surprises to consumers and reached a new peak in the online turnover of brands. The total sales of that day exceeded the total sales of the whole month.
Move Free is a world-renowned bone and joint health care brand under the Schiff brand, which comes from the United States and originated from 1936. Move Free has been firmly guarding human vitality, and its glucosamine component can help repair and maintain cartilage and stimulate the growth of chondrocytes.
How does Tmall Super Brand Day tailor the marketing plan for such a health care product brand? In what way is the brand empowered?
In the era of consumption upgrading, for brands, marketing needs to accurately grasp consumers' consumption needs and consumption concepts in order to formulate corresponding communication strategies and marketing programs. The first thing that Tmall Super Brand Day did for Move Free was to let the brand really understand its users through the large-scale big data resources accumulated by Ali's entire platform. Therefore, consumers will become their own users, and brands will establish the concept of users, and will no longer define their own product users by ordinary consumers.
As a result, marketing communication based on sufficient big data support can reach brand consumer groups accurately and efficiently. On the day of Move Free Tmall Super Brand Day, with joint health as the core, it carried out explosive publicity on a global scale. Whether users are on the Bund or Times Square in new york, USA, they are all infected by the "full of energy" propaganda of Move Free when taking subways and buses. Move Free Tmall Super Brand Day has achieved a double increase in attention and sales conversion rate by accurately pushing joint health information to target consumers.
(Move Free X Tmall Super Brand Day landed on the big screen of Citigroup Shanghai Bund)
Move Free Tmall Super Brand Day, with joint health as the core, has carried out explosive publicity around the world. The whole street of Huaihai Road in Shanghai, the core high-end buildings in Shanghai and even the supermarkets in the United States all conveyed Move Free Tmall Super Brand Day to consumers at the same time.
Move Free Tmall Super Brand Day accurately reaches the target consumers with joint health information, accurately grasps the user's portrait, and realizes the double improvement of attention and sales conversion rate. In addition to accurately pushing health information, it is more important to create a gameplay suitable for brand rhythm and tonality. In fan gathering, word-of-mouth construction, user experience and many other aspects, it will bring more meta-dimensional optimization to the brand.
In order to make users feel the importance of healthy joints, Move Free Tmall Super Brand Day invited "extreme couples" Viann and Hongliang to support the joint protection carnival. Journey is the first original outdoor reality show in China. The co-production documentary "Full of Vitality" takes users soaring over the United States, which not only releases people's travel vitality, but also brings users an intuitive feeling of physical and mental freedom. Not only that, "Journey of Couples" also made its debut in the Antarctic with Move Free and Tmall, creating the climax of this carnival and spreading its vitality to every corner of the world.
At the same time, Move Free Tmall Super Brand Day also invited Wang Guangcheng, the director of the magical song "Little Apple", to create a joint training of square dance-"no joint training", which triggered a nationwide joint training craze. A large number of celebrities on Weibo WeChat network forwarded them, all of which were captured by magic videos. On February 2 1 day, Move Free Tmall Super Brand Day Night, the mysterious flash show appeared in Shanghai, leading users to put aside heavy work pressure, move joints and release themselves with "undisciplined" and public welfare challenges.
Backed by the whole system of Ali data, users, channels and platform resources, Tmall Super Brand Day provided the overall integration of marketing ideas and market resources for Move Free, and created an exclusive activity day for Move Free. Thus, it helps to move freely to bring users a more diversified and complete shopping experience, and also fully promotes potential consumers, contributing to the promotion of brand market penetration and the breakthrough of product sales. It can be said that this Move Free Tmall Super Brand Day provides a suitable model for health care products brands to do marketing communication.