In the past September, the Korean makeup brand AHC deeply cooperated with the Douyin e-commerce beauty industry IP "D-Beauty Heartbeat Day", and exclusively released the Nanci 囡茜 co-branded gift box, from September 23 to September 29 In just 6 days, it achieved a 6.7 times burst of self-broadcasting on the day of bigday and a 5 times burst of broadcasts during the event. The exposure of all channels exceeded 100 million (data as of October 8th) .
As we all know, the competition in the beauty track is particularly "white-hot". As a South Korean high-end cinema-level SPA skin care brand founded in 1999, AHC has won market reputation with explosive products such as "Daechang Golden Eye Cream", "Golden Mask", and "Zhenzhi B5 Lotion". The cooperation of "D-Beauty Day" with the beauty industry IP "D-Beauty Day" to "do great things" is also the brand's first attempt after entering the domestic market.
The first time he "tested the waters", he achieved such a dazzling record within 6 days, which naturally attracted the attention of Mr. TOP. Throughout the six-day marketing layout, the reason why AHC was able to detonate word-of-mouth and sales in a short period of time through "D-Beauty Day", mainly did the following 3 things: cooperate with the domestic blind box IP "Nanci囡茜". Push the star gift box; enter the fast lane of interest e-commerce, build a complete link of "voice-transformation"; upgrade content marketing, deepen the vibrato master matrix, and build a new channel for new product marketing. Next, let TOP tell you in detail:
co-branded super IP
completes the content-based brand refurbishment
This "D-Beauty Heartbeat Day", AHC and the new cultural and creative brand Rolife Ruolai launched a new "Co-branded Nanci Nancy Gift Box", which contains AHC "Treasures of the Town" B5 series and Nanci Nanci Blind Box dolls, and chose to launch exclusively on Douyin.The reason why the B5 series of products was selected in the gift box is precisely based on the insight into the needs of the target group: the National Day holiday is approaching, and the skin may have pain points such as pink, dull, dry, and rough during the trip. This set of AHC products can be targeted Moisturizing your skin is like carrying a SPA with you. The theme of #超A力量随心游 is also determined by this. On the basis of the popular products, choosing the co-branded super IP "Nanci囡茜" is essentially a comprehensive content-based refurbishment of the brand, and the exclusive release on the Douyin e-commerce channel is more conducive to release in new consumption scenarios. The potential of IP, with its super-high looks, effectively spurs the attention of Generation Z, and further activates user consumption.
pays attention to interest e-commerce
builds a complete "volume-transformation" link
The logic of Douyin's interest e-commerce is very clear, that is, through interest distribution technology, humanized product content and A large number of potential interested users are connected and use live broadcast and short video content to activate users' consumption needs-in other words, the energy efficiency of interest e-commerce is that it can awaken users' potential shopping interests. With this idea, AHC, based on the suggestions of the Douyin e-commerce team, determined the core of the new product's dissemination as "effective hydration", which contrasted and suspense with the previous concepts of "ineffective hydration", which aroused users' sympathy; New product solution: AHC water milk contains 98% high-purity provitamin B5+95% high-purity hyaluronic acid, combined with a bottom crystal bottle containing difid yeast and high-purity B5, can help repair the skin barrier, intensively and effectively hydrate; finally combined In the "11. 1" travel scene, two major forms of short video and live broadcast are used to reach users with high intensity. Combining the potential energy of super IP and the reach mechanism of interest e-commerce to tap potential customers, AHC quickly builds the brand's content influence, and directly drives the conversion of back-end consumption with front-end content, opening up the shortest link from product announcement to transaction. Achieve "combination of product and efficiency".
content marketing upgrade
build a new channel for new product marketing
The traditional way of new product marketing is full platform exposure.Usually across multiple channels such as Weibo , Xiaohongshu , WeChat, Douyin, etc., the product is promoted by superimposing the "human sea tactics". This time, AHC "D-Beauty Heartbeat Day" upgrades the gameplay and deeply cultivates the vibrato master matrix. As an opportunity, it promotes the brand to establish a moat of masters within the vibrato. From the previous single short-term cooperation, it has precipitated a long-term cooperation basis. The AHC brand was also able to be refurbished in the Douyin expert circle.
In the Douyin station, AHC used #D-Beauty心动日 and #超A力量随心游 as the convergence place, and combined with the head, middle and waist experts to create a short video out of the box. Establish a brand content ecology. According to the data on the topic page of Douyin, as of the end of the event, #D-Beauty心动日 and #超A力量随心游 The total number of topics played during the period exceeded 100 million. (Data as of October 8th)
From the perspective of live broadcast, during the 6-day "D-Beauty Heartbeat Day", AHC conducts a long, high-intensity continuous live broadcast of more than 15 hours per day. AHC brand ambassador 乔欣, the head of the Douyin beauty field @林学长爱皮肤, @大利, @ bought "casual couple" successively airborne to interact with users, among which Dali and Dada couples and AHC are Good cooperative relationship, has appeared in the brand self-broadcasting room many times. During the event, brand live broadcast sales exceeded 4.3 million, an increase of 5 times compared to daily, and the total number of viewers exceeded 1.95 million.
In addition to using self-broadcasting as a traffic reservoir, AHC has also entered the live broadcast rooms of celebrities such as Chen Yiru, Jia Nailiang, etc., and is hosted by Mr. Yu Lesley, husband, Korean mother-in-law, Chinese wife, etc. A special live broadcast of Douyin beauty and vertical talents,Coupled with the "ant heroes" style waist and tail master mix, it pushed up the volume of explosive products in a very short period of time, and the cumulative sales of the master's live broadcast exceeded 6 million. Combined with the activity time of only 6 days, it can definitely be called an aggressive battle with both volume and sales volume.
Conclusion:
According to a report from the China Internet Network Information Center, the scale of domestic live e-commerce transactions in 2021 is expected to reach 2.35 billion yuan. In the face of such a vast world, it has become a common practice in the beauty industry to bring brands with explosive styles, or to promote full-line growth with single product explosions, and after making the first shot with "explosive styles", brands must consider Renovating and iterating the brand through marketing methods and deepening consumer awareness can truly tap the market potential and develop the long-term value of the brand.
From this point of view, "D-Beauty Heartbeat Day" came into being. , as an IP in the beauty industry of Douyin e-commerce, the purpose of "D-Beauty Day" is to work with beauty brands to achieve the integration of product and effect, using short videos as a grasp of interest, and cooperating with live broadcasters to directly click on the consumer button of the customer group. Channels create brand voice, simultaneously increase brand GMV conversion, and achieve the "double sword combination" of product promotion and delivery. It is foreseeable that "D-Beauty Heartbeat Day" is expected to become a new engine for the growth of beauty business for brands that are looking for new breakthroughs in live broadcast e-commerce.
-
" Red Fox Scholar " creative marketing, the announcement of Douyin movies has started again
-
This article explains the "Tik Tok Challenge"
-
exploded. 2020 Douyin Wonderful and Wonderful Night will play a new level of marketing
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-