The 100-festival year is the first, and the four seasons spring is the first. When the Lunar New Year meets the Chinese Year of the Dragon, every "descendant of the dragon" hopes to stack their wealth and good fortune buffs and rush to the prosperous New Year.
Taking this as an opportunity, Douyin launched the 2024 Spring Festival of the Year of the Dragon New Year will be red out of the circle activity, with the blessing of the vision of praying for good luck and the New Year's atmosphere, the project quickly won more than 1 billion ** volume as soon as it was launched. Among them, Philips Shaver, which is the chief brand, took the emotional short film called "You Care About the Most" as an incision, skillfully integrating the emotional value that the brand is eager to convey with the atmosphere of the Chinese New Year, and combined with multiple youthful gameplay, it took the lead in "becoming popular" in this event!
Red envelope cover innovative gameplay Brand co-branding leads the new trend of communication
"Red envelopes" is the highlight of the Spring Festival every year, and giving out red envelopes and grabbing red envelopes has become a necessary ritual for people to celebrate the festival. With the passage of time, young people now have more special requirements for the play of "red envelopes". The numbers should be auspicious, the way of opening should be special, and even the cover of the red envelope should be fashionable and unique enough. Based on the younger "red envelope culture", the New Year will be red out of the circle, which not only meets the needs of young people to pursue fun and fashion and convey emotions, but also gives "red envelopes" a more interesting and personalized side. This event combined with the red envelope cover customization function launched by Douyin for the first time, and its launch also gave this Spring Festival a position that is more suitable for the interactive needs of young people, making the atmosphere of the Year of the Dragon more warm and youthful.
As the chief brand of this event, Philips Shaver took the lead in co-branding with Douyin trend artist @画了画了stone to customize the Douyin creative red envelope cover. When @ painted the color-changing ink with the special tone of stone and the golden dragon on the wall of the Nine Dragons met, the fusion of tradition and trend burst out with new vitality. Behind the distinctive and innovative design is the expression of Philips' youthful brand values and warm user insights - not only to cater to the demands of young people in the current Z generation to pursue individuality, but also to meet their emotional needs for companionship.
During the Spring Festival, as long as users log in to Douyin, they can get creative red envelope covers through nature**, and they can also use it happily when chatting with friends, interacting with fans, and posting short **, sending good wishes and hearts, so that the recipient of red envelopes can feel full of surprises.
A heart-warming video of New Year's gift pays tribute to Chinese-style family relationships
In recent years, as an important marketing material, the Spring Festival short film has opened people's hearts with its unique perspective and diverse humanistic care, and interpreted the collective emotions of the Chinese people in a different way. But no matter how diverse the form, for Chinese, the tone of family affection and reunion will not change, and the human touch will always be the deepest taste of the Chinese. Focusing on the "New Year's Going to Be Popular" activity, Douyin and the second watch planned a Spring Festival emotional short film "You Care About the Most", which tells an ordinary but not ordinary father-daughter relationship in the parents: the first New Year's gift from a young daughter to her father is an electric shaver; Many years later, after her daughter got married, she returned to her parents' house during the Spring Festival and gave her father an electric razor. In fact, in the process of growing up of their daughter, the father and daughter gradually drifted apart because of various contradictions, but they also tried to get closer again and again because they cared about each other. The Philips razor, an indispensable tool in a father's life, continues to bring father and daughter closer together, becoming a strong emotional bridge between the two generations. Father's love is speechless, and father's love is like a mountain. This story of father and daughter is also a microcosm of thousands of ordinary Chinese families. The most important elements of family and affection during the Spring Festival of the Chinese come to life in the short film, although love is not concrete, but it can be seen everywhere in life, making people feel warm and ironed in the strong taste of the New Year.
The Philips brand has been in the Chinese market for more than 100 years, witnessing the warmth and bond of countless Chinese people, and has become an indispensable and effective companion in people's lives. The warm interpretation in the short film is the brand tonality of care and companionship that Philips has always shown to the public. The heart-warming gift of the Spring Festival in the Year of the Dragon further reflects its intention to cultivate the Chinese market.
Hundreds of talents participated in the co-creation of super high popularity inside and outside the station
With the joint efforts of the platform and creators, the vertical ecology of content on the Douyin platform is becoming more and more mature and prosperous, and it is under such soil that many outstanding content creators in different fields and circles have been born. In this event, the New Year is going to be red out of the circle invited hundreds of high-quality talents under different vertical categories to participate in the topic co-creation as red envelope promotion officers, detonating the topic and popularity of the station in multiple dimensions. @杭杭头不大