MASTER KONG DAILY C --THE NEW MARKETING OF SOLOMO TRIAL DRINKING

TitleMASTER KONG DAILY C --THE NEW MARKETING OF SOLOMO TRIAL DRINKING
BrandMASTERKONG
Product / ServiceDAILY C JUICE
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantRENREN.COM Beijing, CHINA
Entrant Company:RENREN.COM Beijing, CHINA
Sales Promotion/Advertising Agency:RENREN.COM Beijing, CHINA

Credits

Name Company Position
Ding Guan RenRen.com Creative Director
Zheng Yu RenRen.com Planning Director
Yang Liu RenRen.com AE

The Brief

Master Kong wanted to Increase Daily C’s awareness and get samples out to new customers.

Describe how the promotion developed from concept to implementation

In order to communicate Daily’s “trendy” image to 18-29 year olds, we needed to pinpoint aspects of their behavior that differentiate them from other age groups. They are enjoy SNS websites and are constantly tied to the network with their smart phones, sharing their lives as they unfold. Shoot Daily C to popularity through return customers! Through abandoning traditional drink sampling techniques And using SNS + Check ins, we aim to create a seamless online and offline campaign

Describe the success of the promotion with both client and consumer including some quantifiable results

In just 12 days, 10,000 people signed in, of which over 60% were Renren users. Additionally, online participation included over 530,000 people, resulting in the event being shared over 124,000 times. Overall, the entire event exposed the brand to an impressive 20 million of the brand's target consumers!

Explain why the method of promotion was most relevant to the product or service

Relevant age group: As China’s largest SNS, Renren has over 170 million young users According to iResearch’s data, nearly 77% of Renren’s users match the brand’s target consumers! Avid mobile phone users: Over 30% of Renren’s users log in with their mobile devices. Love to share with friends and sign into places: They love to share content and send status updates They love new technology, like the Check in!