In mid-January 2015, the brand cross-border cooperation platform "Yiyebang" joined forces with Helijia, Huang Feihong, Red Star Macalline, Fiscon, Jiaduobao, Good Chef, Kunlun Mountain, Woyou Takeout.com, Yuanbao Street, Baliyiren, Youwodai, GHP, Jixun, and Weixin Financial Management A total of 16 brands including , Youzhimi, and Aicai.com launched a city-wide "New Year Lucky Bag" distribution event for the Shanghai area, which is only for enterprises. The products and discounts were put into the lucky bags and delivered directly to various enterprises in Shanghai. It received unanimous praise from participating brands and applicants.
Screenshot of lucky bag application special page
It is reported that this event lasted less than one month from planning and brand recruitment to corporate application and city-wide distribution. A total of 16 brands were invited to participate, and 364 companies participated in the lucky bag application, reaching more than 100,000 people. The lucky bag includes a sample package of Huang Feihong peanuts that can be eaten directly, as well as a free door-to-door manicure at Heli Family, as well as a variety of experience cards and unprecedented discount coupons. The total value of the gifts reaches 10,000 yuan per person. It is truly rich in value and full of gold content.
Distribution gift box display
In-box gift display
As a cross-border joint marketing activity between multiple brands, this New Year's lucky bag activity is also an innovative attempt. There are many things worthy of learning and reference by brands:
First of all, the form is novel. cross-industry cooperation is a marketing model with complementary advantages and strong alliances. The joint participation of 16 brands not only enriches the content and value of the lucky bag, and improves its appeal to the audience; it also obtains publicity and brand effects from each participating brand's own channels, and expands the scope of communication.
Secondly, the goal is precise. focuses on white-collar workers, who take the initiative to apply as a company, and then deliver the lucky bags to the company. This can not only reduce the blindness and inaccuracy of traditional local promotion activities, but also avoid the waste of promotional materials.
Third, low investment and wide impact. Compared with other marketing methods, cross-industry cooperation can be said to be the most cost-effective marketing model. Participating companies only need to use their existing products, discounts or channels. They do not need to pay extra huge advertising fees and service fees, and can borrow the resources of other participating brands to promote their own brands. It can be said that it kills two birds with one stone and gets twice the result with half the effort.
Appendix: "New Year Lucky Bag" Citywide Delivery Activity Data Report
Number of registered brands: 68
Final participating brands: 16
Value of gifts provided: 12,816 yuan/person
Number of companies applying: 346
Gift issuing companies: 216 (more than 150,000 employees)
Number of gifts issued: 26,590
About Yiyebang:
Yiyebang ( www.yiyebang.com) is a cooperation and docking platform focusing on brand cross-border marketing, cross-industry cooperation, and joint promotion. Here, you can publish cross-industry cooperation projects and find suitable joint marketing partners. Yiyebang makes cross-industry cooperation between brands more convenient, more interesting, and broader.
