The relationship between brands and consumers is undergoing changes, and the relationship between consumers and brand endorsement stars is also undergoing changes. Fan operations are becoming more and more important to the development of major brands. Unlike in the past, stiff advertising has become less and less attention in the new media era, and lively close activities can attract consumers' attention and make the connotation that the brand wants to convey deeply.
In the past, a fan had an interaction with a brand and brand endorsement stars, which might have to be completed in multiple daily life scenarios. But on Tmall Super Fan Day, it can be solved in one stop. On July 20, Tmall Super Fan Day and RIO jointly created a unique interaction between fans, brands and celebrities in Shanghai's Xuhui Greenland Colorful Plaza. On the day of the event, the exclusive bartenders on site prepared flavors for fans. Bloody Mary, Margaret , regular hot lactic acid bacteria flavors, and white peach flavors were sought after by fans. For fans who want to do it themselves, the brand also provides live DIY, and the trial of mysterious flavors of Liushen flavor, durian flavor and garlic flavor made fans excited.
DIY Strange Flavored Bartender is just the prelude to the event. The one that really pushes the event to its climax is VR Bartender. Wine makes people intoxicated, and VR opens up another world for people. Before savoring a cocktail, wear a VR helmet to see where each flavor comes from, and this unique bartending experience is only available to fans.
In order to better convey brand power and brand concepts, fans participating in DIY and bartending will also be awarded the RIO Bartender Master Certificate. From DIY flavors, VR bartending to issuing certificates, the brand has created a full-link exclusive experience for fans. Through live experience, fans' perception of the brand is no longer unfamiliar and distance, but warm and can bring emotional resonance, which can undoubtedly make brand promotion attract attention and sought after by the fan user group.
This grand experience event planned for fans by Tmall Super Fan Day not only gives the fan group interesting and fun creative interactions, but also strengthens the emotional link between the brand and fans.
The star teaching fan bartending class online has been launched. Through the influence of celebrities, the number of applicants has quickly exceeded 30,000. Fans who have completed the bartending course can also receive the popular Furu Shui RIO. This Tmall Super Fan Day is also combined with RIO's online promotion. The merchants themselves give fans discounts and surprises, converting celebrity and brand influence into purchasing power, making fans more loyal and expectant.
Fan marketing revolves around emotions. Tmall Super Fan Day provides opportunities for in-depth interaction between fan groups and brands, and allows consumers to experience interesting and fun creative activities, and even get close to their idols. Fans are naturally happy to pay for the cost-effective products provided by the brand.
The three-party relationship between Tmall, fans and brands is equivalent to a benign and refined operation link of "connecting interaction (generating feelings), reaching transactions (conversion sales), and convenient delivery (you can buy anywhere).
The results achieved in this RIO Tmall Super Fan Day are explosive growth. By joining hands with two endorsement stars, Yang Yang and Zhou Dongyu , various interactive gameplay, through Super Fan Day, star fans and fans of scarce goods are converted into brand fans, increasing 240,000 fans per day, of which the main interactive gameplay has helped the cumulative gameplay of the interaction. The brand achieved 211,000 new fans, and the number of fans growth was the top 1 brand throughout the year; the proportion of fan transactions on the event was 37%, an increase of 72% from June, and the proportion of new fans transactions on the day was 24%; the proportion of daily transactions on the day was 2.3 times; the average daily increase was 2.3 times.
is unique, Tmall Super Fan Day creates marketing plans for celebrities and fans to interact with stars and fans. For example, in April's "Avengers Meeting", Tmall Super Fan Day provides its fans with exclusive opportunities to get close to the Avengers superstars, creating the annual fan growth TOP of Disney's official flagship store 1's record, the increase in fans is 58 times the average daily average.
Earlier in March, HM officially entered the Tmall flagship store. With the support of Tmall Super Fan Day, Wangyuan also attended the Super Fan Day event, interacting continuously, arousing consumer praise. HM's fan increase exceeded 1 million and ranked first in the women's clothing industry that day.
undoubtedly, Tmall Super Fan Day has brought real benefits to the brand. Live interaction is different from flat viewing on TV, which can effectively allow consumers to get a "best experience". Different sensory senses bring psychological satisfaction, and can effectively convey product concepts to users and achieve further promotion results.
"People-oriented" In the e-commerce field, it is necessary to take consumers as the core, and to give consumers the best experience whether online or offline. Interactive marketing is also constantly iterating and upgrading. At present, celebrity fans are an excellent way to interact. Of course, there will definitely be breakthroughs in different fields and methods in the future.
Tmall Super Fan Day has created a special user experience tailored for fans, and also provided new ideas for converting celebrity fans into brand fans. Nowadays, it is the most convenient and efficient way for traditional brands to enter the new retail track to seek new breakthroughs. In the long run, interactive gameplay may be innovative with daily changes, but it will remain the same, that is, establishing emotional links between users and brands, and the development of the brand will benefit more. Do fans discover brands because they go to Tmall, or do they choose Tmall because of their brand? In the logic of Super Fan Day, the two work together.
In short, Tmall Super Fan Day is establishing a fan marketing system suitable for each brand in a new and friendly way, and building more new ways of playing for different brand activities. In the future, it will help brands make more breakthroughs in fan marketing and present more surprises to both brands and consumers.
