On February 24th, Wandashan Dairy ushered in the first large-scale carnival of the year with the theme of "Alpine Ecology, Ice and Snow Good Milk - Wandashan Quality Large-scale Carnival". The event was launched simultaneously in Wanda Plaza in Harbin, Daqing and Jiamusi for two days, aiming to bring consumers a unique feast of ice and snow milk. The event site was very popular, with wonderful performances and interesting interactive games attracting the attention and participation of many consumers, and there were also product spikes and tasting activities of Wandashan's super popular large items, which started the "good start" marketing battle of Wandashan 2024 Year of the Dragon.
The three places jointly celebrated the Lantern Festival and appreciated the "good milk of ice and snow".
Walking into the event site, what catches your eye is the red door with the words "Alpine Ecology, Ice and Snow Good Milk" and the stage area, and on both sides of the stage, Wandashan liquid milk series and milk powder series products are displayed respectively; At the event, the red carpet full of the word "Fu" extended from the door to the stage area, conveying blessings to the audience. On both sides of the door, the display boards of "cold, black, green and excellent" show the unique advantages of Wandashan in alpine ecological milk source. At the same time, the special canal tasting display area and the new retail nutrition food display area on both sides can be used by on-site consumers for free tasting, so that everyone can taste the supreme quality from the "alpine ecology ice and snow good milk".
Cui Jichen, deputy secretary of the Party Committee and general manager of Beidahuang Wandashan Dairy Co., Ltd., said that at the end of 2023, after Harbin's ice and snow tourism became popular, Wandashan's image of "alpine ecology and ice and snow good milk" was also deeply rooted in the hearts of the people. This time, Wandashan jointly launched the "Wandashan Quality Large-scale Carnival Activity" in Harbin, Daqing and Jiamusi, bringing many high-quality products, wonderful cultural performances and colorful interactive games to consumers in their hometowns, so as to create an influential brand name card of "Ice and Snow Good Milk".
From "fancy pet customers" to giving back to hometown consumers, Wandashan innovates brand building with scene marketing
The carnival is a useful attempt for urban publicity and brand communication, which not only shortens the distance between the brand and the majority of consumers, but also provides new ideas for the marketing and promotion of the brand, and injects new vitality into the promotion of the brand's youthful transformation and upgrading.
During the ice and snow fever, Wandashan impressed foreign tourists with high-quality products and a series of warm services, and won unanimous praise from the whole network. In this event, Wandashan gave back to consumers in the hometown market with sincere quality and service. At the event site, wonderful theatrical performances and performing arts programs were staged in turn, bringing an audio-visual feast to the public; Interactive games combining tradition and modernity, such as guessing lantern riddles, throwing pots, and pushing and pushing music, have attracted a large number of citizens to participate; The limited-time spike of star products and the interesting prize quiz activities pushed the lively atmosphere to a climax. These performances and interactive games not only increased the watchability and interest of the event, but also enhanced consumers' favorability towards the brand, and allowed consumers to deeply experience the brand connotation of Wandarshan's "do your best for what you love".
Online and offline linkage to expand the volume of brand communication
In this event, Wandashan adopted the communication method of offline + online linkage to expand the brand's communication volume from multiple angles. The three places will be linked offline to celebrate the grand ceremony. By holding activities in Wanda Plaza, the core business district of Harbin, Daqing and Jiamusi, it not only enhanced the scale effect of the event, but also demonstrated the brand's influence in the Northeast region. At the same time, the event invited Douyin and Xiaohongshu experts to conduct offline check-in activities to accumulate momentum for communication. Online, Wandashan's official ** matrix made simultaneous efforts, from the social ** warm-up in the early stage of the event to the whole network planting grass check-in during the outbreak of the event, a series of communication actions strengthened the brand's super symbol and further occupied the minds of consumers.
The Wandashan Quality Carnival is not only an excellent opportunity for brand display and product promotion, but also a grand event for in-depth interaction with consumers and transmission of brand culture. Through this event, Wandashan Dairy not only successfully attracted the attention and love of many consumers, but also further enhanced its brand awareness and reputation. In the future, Wandashan Dairy will continue to uphold the brand concept of "Alpine Ecology, Ice and Snow Good Milk", continue to innovate products and services, and bring more high-quality and healthy dairy products to consumers. At the same time, Wandashan will continue to hold more colorful activities to share the happy time of ice and snow milk with consumers.