Why is this work relevant for Entertainment?

As a classic brand of the market, Yili Qiao Lezi, in the face of changes in the consumer market, how to integrate into the young audience culture of Generation Z? We chose to cooperate with young viewers to enjoy the self-produced variety show of the video website. By strengthening the brand and "sweet love", it triggered the emotional resonance of young people.

Background

After years of development, the Yili Qiao Lezi brand has become the leading brand of chocolate ice cream in China with its excellent quality and rich taste.2019 Yili Qiao Lezi “Qi Xuan" series Sweet listing. Qiao Lezi wants to enhance the presence of the Qiao Lezi brand in the young generation of Generation Z and strengthen the relationship between Qiao Lezi brand and “sweet love” and continue the unique memory of the brand “romantic sweetness”,whats more,Qiao Lezi wants to take advantage of the star IP, tap the emotional consumption scene, trigger young audience to follow the example of stimulating purchase conversion

Describe the creative idea

1. Seize the young audience of Generation Z Aiqi Art Platform has gathered a large number of young audiences with high educational background, high income and high consumption power. 2. Strengthen the Symbolic Relevance of Sweet Love The program focuses on the issues of marriage and love of Generation Z, and through the embedded extension of topics, deduces multiple emotional values, triggering a storm of discussion among the whole people. 3. Mining Emotional Consumption Demand Scenario In the program chat / date / party and other life scenes vividly deduce the use of product scenes, brush romantic, sweet and other emotional scenes Qiao Lezi sense of existence.

Describe the strategy

1. Integrating the Social Topics of Z Generation Young Audiences Marriage issue is a topic of great concern to the Z generation youth group. Through in-depth cooperation focusing on the youth group love issues, the online synthesis "Like You and Me", which integrates into the Z generation social arena, attracts the attention of young audiences to the Cholez brand. 2. Emotional Marketing, Deepening the High Relevant Memory of Brand and Love Scene Make full use of the rights and interests of the total crown, set up the identity of Cholez in the highlight of love programs, form a high-correlation memory in entertainment and leisure occasions, and trigger demonstration effect.

Describe the execution

Step1: By carrying the most popular love reasoning variety "Like You and Me", we convey the "Sweet" idea of the Qiao Lezi brand to young audiences.First of all, by matching the four new flavors with the four male guests in the program, the product's unique tonality is deepened and the audience's memory is enhanced.Secondly, deep customization of the brand's sweet moments, guiding the stars to conduct emotional connection guesses, and strengthening the sense of “sweet love” keywords. Step2: We bind hot star to increase the voice of social media topics.When the Hit Idol incarnate Qiao Lezi "Love Catcher" sent sweet wishes to the vast number of fans, it not only harvested fans' fondness for the brand, but also embodied the brand "sweet" image. Step3: In addition to the feature film, the cooperative derivative program "Like You and Me - Plus Edition" accurately locks the VIP high-net-worth group for secondary interception.

Describe the outcome

In the end, "Like You and Me" is on the line to top the Weibo, Baidu TOP1; social topics break the hot debate, the main topic reading volume reaches 440 million, the discussion volume breaks 171W, the whole people incarnation love speculation and speculation, and the whole network is supported by nearly 100 KOL.. As the best symbol carrier of sweet love - Qiao Lezi sweet storm swept the country, multi-platform audience spontaneously support Qiao Lezi ice cream; during the broadcast, the brand Baidu index, WeChat index, Weibo index increased significantly throughout the channel, the brand Good feelings soared all the way.