Each era has its own trend, and for young people in the new era, their trend is to "live themselves" and "live out the contrast".
Some people go to big cities, sit in the lattice of big factories, brainstorm, and weave dreams;Some people return to small towns, sell grilled sausages, sell pancakes, make money with their craft, and live a leisurely life;There are also people who choose niche professions, doll restorers, storm photographers, and experience experiences that no one has ever had before;There are also young ...... at 45° who seek the optimal solution between involution and lying flat under high pressure
Rather than being defined by others, today's young people are trying to touch the "good life" they have built, enjoy the moment, be loyal to what they like, and break the labeled life. It is based on the understanding and insight of young people's lifestyles that Ambrosia and Lifelike Watson released one at the end of the year"Live Well in 2023 Awards".
On the occasion of the launch of the new Xiaojin "Crown" in early January 2024, Ambrosia presented a new story for young people with the help of the interesting award design and group portrait display of the "Live Well Award", and supported every young person to live themselves and live beautifully with energetic probiotic yogurt, showing the two-way communication between product function and brand spirit, which brought a unique year-end social topic marketing.
in the userEmotionsCatch the resonance"Live Well in 2023 Awards".
Generally speaking, the year-end awards of major brands usually focus on the major events of the year. However, Ambrosi's"Live Well in 2023 Awards".The year-end summary is different. This is because, compared with the grand narrative and concept, Ambrosia has chosen a social topic that young people participate in independently"It's good to live no matter what, 100 people have 100 ways to live."
At present, more and more young people are beginning to jump out of the traditional box, no longer bound by the rules set by society, refuse to CPU, refuse internal friction, and pursue free exploration and self-expression, everyone can continue to try and adapt to the new rhythm of life. This attitude to life coincides with the "live" advocated by the Ambrosia brand, so speaking for young people and different lifestyles also represents the brand's recognition and praise for their real life.
At the same time, this is also an open topic, a thousand "good life" in the eyes of a thousand people, "some people compete to be special forces, and some people are very happy lying down;Some people city walk the urban texture, and some people go to the countryside to catch up with the big market to find the fireworks ......”Life is a wilderness, not a track, and there is never a standard answer.
It is precisely because of the tone that is different from many "year-end marketing" to educate young people on how to live that Ambrosia is"Live Well in 2023 Awards".Behind the success of standing out is the brand's respect and understanding for young consumers, maintaining a sincere attitude and a peaceful attitude, providing a stage for young people to express themselves and learn from each other, conveying an inclusive and diverse brand value, and allowing consumers to see the intrinsic added value of Ambrosia with more warmth.
A sense of the times and social insight also needs a corresponding collaborative brand voice. Therefore, Ambrosi's linkage with the head life of the first - lifelike Watson, its first-class platform that pays attention to the lives of young people and transmits the voices of young people, is also highly consistent with Ambrosi's brand concept and target audience, which has allowed the brand to successfully establish a close connection with young people and further amplify the communication power of this event among young people.
Ambrosia plays with young people, scene+ Social
Of course, in an era of scarce attention, a marketing campaign that wants to attract the attention of the whole people must continue to bring people a sense of surprise and freshness.
Therefore, after the launch of the theme topic collection, Ambrosia also made full use of Weibo, WeChat, Xiaohongshu and other social ** to carry out fission promotion, continue to speak for young people, and express the brand's attitude and proposition of supporting and encouraging young people to "live their own lives".
First of all, among the countless contrasting or maverick lifestyles, Ambrosia has selected the most representative young people to tell their "way of living": Who said that young people should stay away from the storm?Why can't you turn a hobby into a professional ......Each story shows a vivid and unique way of life.
Among them, there are experience life bloggers, popular science up masters, storm photographers, pet undertakers, contrasting people who combine suona and electronic music, Wenchuan** surviving "steel-legged girls", cyber artists ......Although they come from different fields, they each shine and live a wonderful life.
In this group of young people, a kind of joy to be oneself and a life attitude of firmly grasping the dominance in their hands are truly presented. And this is precisely Anmusi"2023 Live Well Award".The connotation of the new proposition of life, abandon the "labeling" and "definition", inspire the resonance of the young target group from the spiritual level, and establish a deeper and more effective link with them, so as to enhance the stickiness and recognition of the brand.
In the comment area, countless viewers have opened the chatterbox, sharing real life, crazy literature, a sense of contrast, a hundred ways to love yourself, and even a comment on the effect of n interactive fissions, the participation of enthusiastic speeches and the sincerity of users are the best value confirmation of this event.
Through a series of fun and interesting operations, Ambrosia testifies to young people, encouraging them to break the shackles, find their true selves and recognize every shining point in their bodies. In this way, young people dare to show various "living methods", and successfully seize the opportunity of annual dialogue with young people.
Skillfully integrate product benefits into the communication context
For brands, the relationship between "product power" and "marketing power" is also a two-way flow and benign interaction.
As this time"2023 Live Well Award".It not only shows the importance of "active probiotics" to consumers, but also enhances the intrinsic added value with the help of a diversified life attitude in "living yourself".
Such a creative approach, which is not only warm, but also interesting and stalked, fits the content interests and preferences of the current general youth group, makes it easier for the active probiotic yogurt product power to enter everyone's heart, and also communicates well with users on life attitude.
Actually,Ambrosi's innovative display of product power has always been at the forefront of the industry, such as the industry's first self-made variety show ** column - yogurt youth said. As the first self-made column of the food industry's tripartite dialogue composed of real consumers, internal experts and industry experts, Ambrosi's "Yogurt Youth Talk" presents popular health concepts, product research and development processes, and expert testimonies in front of users in a coherent manner.
In"2023 Live Well Award".During the warm-up period of the event, the "Yogurt Youth Talk" column takes the strains that live well as the starting point, and traces the source of the LGG probiotic strain, so that users can more directly form a more direct understanding of the product power of the newly upgraded Ambrosia room temperature active probiotic yogurt, and strengthen deeper interaction and dialogue with young people.
Then the topic of "how to live is good" was launched, and it wasFrom the brand perspective to the user's perspective, pay attention to the voice of each individual, replace preaching with empathy, so that every social emotion and lifestyle has a stage for its expression;Subsequently, An Muxi went deep into the social hinterland of young people through creative games such as posters and **, and enlarged them"2023 Live Well Award".The activity effect triggers phenomenal co-frequency resonance.
In addition to paying attention to the lifestyle of young people, Ambrosia also paid special attention to the living conditions of young people's spiritual companions, "pets". With the advent of the cold wave, the brand turned its attention to stray cats across the country, hoping that they can also get enough attention and protection in this cold winter and live a "good life".
Therefore, Ambrosia launched the "My Plush Band-Aid" campaign to link up with Yibaoxiang@它**Donated 15 tons of pet food and 350 outdoor cat litters gather consumer energy, call on more pet lovers and pet owners to pay attention to the stray animals around them, and jointly create a more friendly and warm world for all pets.
Participants will also have the opportunity to receive a limited-edition cat nest gift box, including Appi cat litter, Ambrosia active probiotic yogurt, as well as EPO cat food, cat teasing toys and more. This fluctuating work not only shows Ambrosi's concern for social issues, but also reflects the brand's participation in public welfare relief activities, which makes many cat lovers say "love love"!has gained another wave of fans for the brand.
Behind the resonance with consumers, Ambrosi's insistence on the two-wheel drive of "brand + product": on the product side, Ambrosia insists on constantly challenging itself and seeking innovation, which has brought the industry's first active probiotic yogurt at room temperature.
On the premise of maintaining the classic original flavor, the taste has been optimized to make it smoother, lighter and more mellow!The bottled design of Xiaojin "Guan" is also more portable and suitable for outdoor scenes, which is convenient for travel.
It is this concept of continuous attempts and self-challenges that coincides with young people's efforts that makes Ambrosia find a different and daring young "way of living" at the content level, speaking for young people, and speaking out for the way of living that dares to be the first and thousands of faces!
Summary
Finally, look back at An Muxi this time"Live Well in 2023 Awards".Marketing events.
With an encouraging attitude, interesting award design, multi-channel scene layout, and resonance with young people at the same frequency, Ambrosia not only differentiated the year-end marketing, but also showed Ambrosi's brand values of respecting every individual and every life, so as to make the expression of product force more vivid and attract attention.
In this era of showing off their individuality, young people should have the final say on how they should live. Perhaps only by building a stage for them, recording the lives of young people, and integrating into the lives of young people, like An Muxi, can we grow up and harvest with them in this era.