In the information era, interesting, trendy, and participatory entertainment marketing has gradually taken advantage and become the most popular marketing method. However, the influx of brands has also brought new marketing challenges: topics and activities abound, and endless hot spots have led to wasted content, low volume, and brand growth.
In traditional marketing, content is only the carrier, and in today's era of national entertainment, content has run through brand marketing and has become the starting point of entertainment marketing.
Mogu Coffee is well aware that as a form of content that audiences like to see, entertainment marketing needs both depth and breadth. The depth lies in the perfection of the content gradient, and the breadth lies in the coverage and information reach of the content, which requires a comprehensive presentation form, a publishing platform and a broad traffic channel. An effective entertainment marketing campaign can have an impact on a brand that is tantamount to a butterfly effect.
It is undeniable that high-quality content has always had a strong vitality, which can help brands attract users' attention, stimulate users' desire to share, participate in the communication of brand marketing, and imperceptibly affect user cognition. For example, the cooperation between Magic Coffee and the popular variety show "Travel" is a good proof of this.
"Travel" is a new type of global outdoor life culture reality show created by superstar legends, with Jay Chou as the initiator of the "J-style journey", sharing adventures with everyone during the journey, leading the audience to understand the true meaning of life travel. As soon as the program was broadcast, it attracted a lot of attention, and the content had a deep insight into the yearning and expression of the younger generation of consumers for freedom and friendship, and its delicate performance techniques made the invisible "companionship" more powerful, which aroused the emotional resonance of the public, built a communication bridge between the brand and young people, and realized the magic coffee out of the circle. Thanks to the continuous ** in the first season of "Travel", the sales volume of Magic Coffee in 2020 increased significantly by about 4 times, from 07.2 billion yuan soared to 33.3 billion yuan.
In addition, the superstar legend Mogu Coffee also sponsored Zhejiang Satellite TV's "There is Poetry and Distance" for two consecutive seasons, and the healthy and beautiful "low-carbon diet" lifestyle advocated by Mogu Coffee is consistent with the "low-carbon aerobic" positioning advocated by "There is Poetry and Distance", which strengthens the scene-based grass planting effect of the product.
As an energy supplement during travel, Magic Coffee is a product developed by Superstar Legend for a year, aiming to help weight management, return to the table, and not go hungry, which perfectly fits the theme of the show and gives the product "beyond expectations" value. At the same time, "Poetry and Distance" implants the healthy and natural brand image into the hearts of users, deepens the brand concept of low-carbon diet of Mogu Coffee, and penetrates it into the lives of consumers, realizing the strong correlation between the product and the user's life, so that users can more truly perceive the existence and value of Mogu Coffee.
At a time when content is playing more marketing role, brands can no longer simply focus on "content causing interaction" if they want to play with planting. Instead, we should make good use of the "convenience" of the social ** platform like Mogu Coffee, lay out new sales channels, give full play to the power of content, and "build brand awareness" and "drive sales growth" with both hands!