Why is this work relevant for Entertainment?

Meituanwaimai use the trend culture to open up a new youth group to form a deep spread of excitement valves, to harvest large IP dividends, and to fully upgrade the brand.

Background

Situation: Take-away market enters a mature stage, and the amount of excavation is the key to development. After fierce market competition, the take-away market has entered a stage of mature development. As a leading leader in the industry, the US group's take-out strategy has been unable to shake up long-term users and tap the stock market into the next step. Brief: Brand full upgrade Objectives: This brand hopes to communicate with young people in depth, display corporate team image and deliver brand value.

Describe the creative idea

1、Fancy implants on the show, trendy and eye-catching 2、Fancy interactive voting directly stimulates platform diversion 3、Multi-channel distribution, slamming young people's trend entertainment circle

Describe the strategy

1、Dialogue with mainstream young people in a younger, more diverse way, infiltrating into the lives of young people, thus creating more resonance between “young people’s variety shows” and “young people’s lifestyles”. 2、Renewing the brand's image of a single “food and beverage takeaway” platform in the past and disseminating the image of the brand's “life service platform”, which is widely recognized by consumers, especially young people.

Describe the execution

step1:Fancy into the program scene, high frequency exposure to increase brand exposure. The content is both advertising and creative video combination, showing the brand characteristics in all directions. step2:Fans vote to help the players resurrect, close the distance between brands and fans, directly stimulate APP active users. After the voting is completed, the red envelope incentive will directly stimulate the conversion of the order. step3:Tik-tok, Wechat circle , micro-blog multi-channel distribution heart H5 / short video, comprehensively surrounded the young people entertainment matrix. The first day of the H5 online transmission PV (views) has exceeded 2.5 million!

Describe the outcome

The rap trend continues to sweep across the country, detonating the whole network. The most popular young people, variety, walking hot manufacturing machine. The brand's popularity and purchasing tendency have been greatly improved, and the brand image has been updated with the rap trend culture. Impact: Brand awareness increased by 23% Brand Affection128.6 Brand purchase promotion promotion index 129.6