The Spring Festival is the most lively and atmospheric festival in Chinese people in the past year. And for brand marketing, the Spring Festival is also an excellent time not to be missed. In special festivals such as the Spring Festival in the Year of the Dragon, **** Dairy successfully set off a cultural boom during the Spring Festival with unique creativity and diversified marketing strategies and a three-dimensional marketing network built through online and offline linkages, boosting the brand's exposure, popularity, and reputation.
This series of marketing actions of **** Dairy not only reflects its keen market insight and innovative strength, but also highlights its homeland feelings, which are deeply rooted in Oriental culture. By cleverly combining traditional cultural elements with modern marketing methods, **** Dairy not only brings rich holiday experiences to consumers, but also deepens the emotional connection with consumers while conveying brand value.
Exclusive online and offline marketing combination for the Double TV Spring Festival Gala
On the first night of the Year of the Dragon, **** Dairy joined hands with Oriental TV and Zhejiang TV to launch a special Spring Festival cooperation, exclusively titled the Double TV Spring Festival Gala, and launched a series of exciting co-creations with media platforms.
Oriental TV's “Spring Festival: Oriental Dragon Yao Chasing the Light · 2024 Oriental TV Spring Festival Gala” was based on Haipai culture and brought an audiovisual feast to the audience. Through all-round audio-visual enjoyment and multi-angle content expression, the gala showcased a unique “taste of the Oriental New Year”. Meanwhile, **** Dairy closely integrated the brand image with emotional memories, and collaborated with Oriental TV to create a Spring Festival Gala with deep cultural connotations.
Meanwhile, Zhejiang TV's “Long Yao 2024: Chasing the Light and Just Burning” Spring Festival Gala uses thousands of years of cultural heritage as a clue to collide and blend ancient and modern wisdom, bringing the audience an audiovisual feast that spans time and space. **** Dairy took this opportunity to explore innovative expressions of traditional culture, promote homeland feelings in a way they are happy to hear, and achieve emotional resonance with consumers, bringing a new level of goodwill and recognition to the brand.
On the night the program aired, ratings for both TV stations hit new highs. Oriental TV's ratings in 35 cities in China reached 1.93, and Zhejiang TV's ratings also reached 1.39. As the title seller, **** Dairy also ranked first in the country in terms of ratings in 35 cities for various TV programs. At the same time, **** Dairy also continues to dominate the popularity of the Spring Festival Gala under the title of Double Satellite TV. The main topic of the Spring Festival Gala on Double Satellite TV's Weibo was #龙耀追光, **** Justo ignite #全网总阅读量91亿 +, and read 210 million+ on Weibo; word of mouth continues to rise. Through this collaboration with TV's Spring Festival Gala, **** Dairy successfully integrated the brand into the lives of hundreds of millions of families during the Spring Festival, which not only increased the brand's exposure, but also enhanced consumers' sense of identity and belonging to the brand.
Through deep implantation and multiple exposures, **** Dairy has successfully aroused the feelings of the nation. While deepening the brand mentality, it achieved a double harvest of brand exposure and image. This Spring Festival cooperation feast not only brought high visibility and recognition to **** Dairy, but also further strengthened its brand image and position in the minds of consumers.
Cross-border cooperation in the Year of the Dragon to enjoy IP, **** Dairy ignites a new cultural boom
On the occasion of the Lunar New Year in the Year of the Dragon, **** Dairy not only named the Double TV Gala, leading the new trend of cultural New Year's Eve marketing, but also carefully planned an offline Lunar New Year welfare campaign. To celebrate this special occasion, **** Dairy launched a special online recruitment campaign to select 2024 lucky consumers and give them 2024 limited-edition dragon bottles. This dragon bottle is a limited-edition Lunar New Year product jointly created by **** Dairy and the Shanghai Museum. The unique design cleverly combines traditional cultural elements with the brand image, bringing consumers a new visual and taste experience.
Interacting with consumers and leading the cultural boom with more cultural and creative products is a new connection that **** Dairy brings surprise and resonance to consumers in the new year.
When the East Wing of the Shanghai Museum opened on February 2, **** Dairy appeared as a strategic partner and successfully hosted the “Long Yao Chases the Light, Light Just Burns” welcome press conference. At this orientation conference, the most notable one was a dragon that looked like it was jumping in “Subject 3.” This dragon pattern image comes from a blue, white, carmine, and red cloud dragon shaped flat bottle with a dragon pattern in Jingdezhen during the Qianlong period of the Qing Dynasty. On the occasion of the Year of the Dragon, **** Dairy Co., Ltd. and the Shanghai Museum selected the dragon pattern from the Shanghai Museum's collection and used it on the packaging of new products in the Dragon Year series, such as Youga 3.8g protein pure milk, ****'s limited-edition dragon tonne bottle, and 0 sucrose low-fat yogurt. The ingenious fusion of dragon pattern and **** milk brought cultural relics to life, made culture and creativity popular, and strengthened culture. The two sides joined hands to show the world the charm of Chinese cultural relics, jointly highlight the country's cultural self-confidence, and inject bright strength into ancient Oriental culture. During the Spring Festival, **** Dairy opened a pop-up store on the second floor of the East Hall of the Shanghai Museum. The Lunar New Year limited-edition dragon tonne bottle was displayed on the air. It symbolizes good fortune, symbolizes nobility and honor, and attracts many consumers to check in.
It is worth mentioning that **** Dairy is also actively cooperating with many well-known IPs of Shangmei Film. At the beginning of 2024, Shanghai Film Co., Ltd. and **** Dairy officially reached a strategic cooperation. On the occasion of the Spring Festival in the Chinese Lunar Year of the Dragon, Mosleyan, a subsidiary of **** Dairy, teamed up to present a delicious, cultural, and creative Lunar New Year feast for consumers through creative short films, co-branded packaging, themed stores, and cinemas with the theme of “Alcohol is just right for yogurt, protecting the Chinese Year”. This collaboration not only launched multiple sets of co-branded packages, organically combining classic animation IP with authentic and delicious flavors, but also allowed consumers to relive their childhood memories in the process of searching for hidden models, adding more joy and warmth to the Spring Festival.
Through in-depth cooperation with the Shanghai Museum and Shangmei Film, **** Dairy successfully combined brand culture with traditional culture and classic animation IP, which not only enhanced the brand's popularity and reputation, but also brought a new brand experience to consumers. This series of marketing activities not only showcased **** Dairy's strength and wisdom in innovative marketing, but also highlighted its respect and heritage of traditional culture.
The first in China to release a digital asset, differentiated marketing shows the innovative vitality of dairy companies
**** Dairy has shown a unique vision and courage in marketing strategies. It is not limited to conventional names and cross-border cooperation, but has also chosen a differentiated path. On February 9, **** Dairy and Shanghai Data Exchange took the lead in completing the interconnection between the digital asset distribution platform and the digital asset trading platform, and officially released the country's first tradable digital asset “Long Yao Chase the Light”. This is another successful example of **** Dairy's positive response to the “Action Plan to Promote the Innovation and Development of the Data Factor Industry Based on the New Circuit of the Digital Economy (2023-2025)” issued by the General Office of the Shanghai Municipal People's Government to thoroughly explore the integration of digital technology and the real economy.
As the first digital asset in the country to be traded on the digital asset trading platform of the Shanghai Data Exchange, “Long Yao Chase the Light” is now limited to 999 pieces, and the Level 1 sale is sold out in 10 minutes, which is an important milestone.
At 10 a.m. on February 18, the China Digital Asset Network operated by the Shanghai Digital Exchange officially opened the “Long Yao Chase the Light” circulation transaction. This marks the first time that the digital collectibles (digital asset) industry has emerged as a tradable national secondary trading market platform. The second-tier distribution brought a fivefold increase in user fission to **** Dairy. As of the evening of February 25, “Long Yao Chase the Light” had increased nearly 20 times compared to the initial sale price, triggering scramble reports in mainstream domestic media.
**** Dairy has always been committed to technological innovation, gameplay innovation and design innovation, using the virtual world to promote the development of the real economy, continuously enrich marketing scenarios, and achieve breakthroughs from 0 to 1. This series of Lunar New Year marketing activities has achieved remarkable results, not only won enthusiastic responses from the market, but also left a deep mark on the hearts of consumers. These activities not only demonstrated **** Dairy's outstanding strength and wisdom in brand building and marketing, but also demonstrated its commitment to cultural heritage and social responsibility. Through continuous innovation and breakthroughs, **** Dairy will continue to write a glorious chapter belonging to the brand.
Looking back at **** Dairy's marketing activities during the Lunar New Year in the Year of the Dragon, it achieved remarkable results in topicality, sales volume, user engagement, and conversion rate. This not only highlights the innovative spirit and vitality of the brand, but also reflects its deep heritage and promotion of traditional culture. We have every reason to believe that in the coming days, **** Dairy will continue to use its unique perspective and innovative market strategy to present more high-quality and unique products and services to consumers and inject more positive energy into society. At the same time, we also have high expectations for **** Dairy. We hope that it will continue to lead industry trends, become a leader in market trends, and bring more exciting cultural boom to the industry.