In the fast-paced life of contemporary society, young people often face various challenges. In the workplace, they need to face fierce competition and work hard to expect better opportunities and treatment. In life, the high cost of living, complex interpersonal relationships and the pursuit of personal value also bring a lot of pressure to them.
As a result, phenomena such as "lazy health", "cost-effective life" and "stress relief worship" have emerged in an endless stream, becoming a trend for contemporary young people to release pressure. Behind this is precisely the redefinition and pursuit of young people's attitude towards life in the new era. They are more focused on work-life balance, thirst for health and inner fulfillment, and strive for ways to find peace of mind for precious solace.
In this social context, Jinmailang Liangbai Kai joined hands with Xinshi Xiang and invited "National Grandma" Wu Yanshu to jointly shoot a New Year blessing blockbuster - "As long as the heart is open, health will come naturally", which will be officially released on February 2, 2024, which has aroused the attention and discussion of the whole network. In the blockbuster, Grandma Wu Yanshu presents a real and warm picture to the audience with her life experience and open-minded wisdom, as well as her new thinking about healthy life, bringing emotional comfort to young people and hitting the resonance point in their hearts.
This is not only an advertising campaign, but also a response to the psychological needs of contemporary young people, an understanding and care for the living conditions of modern young people, and a warm New Year blessing for everyone who is eager for a better life.
Hand in hand with the new world, convey "ordinary days are open".
In the film, Grandma Wu Yanshu shared her rich life experience and wisdom with her unique kindness and warmth. As an artist who has gone through ups and downs, she has a deep and unique understanding of life. In her eyes, "open" is not only a word, but also a philosophy of life: "open" is to hope that young people can maintain a positive heart and face the difficulties and challenges in life; Letting go of hands and feet is to encourage young people to pursue their dreams bravely and not be afraid of failure. Only by cherishing every moment in daily life and opening up the "ordinary days" can we truly harvest a healthy future.
Jinmailang.
As a cooked water brand with "health" as the value anchor, Jinmailang and Xinshixiang have passed on this value of cherishing health and positive values to young people with the help of Wu Yanshu's grandmother's life philosophy. This advertising campaign is not only an ingenious extension of the brand's core concept of "cooked water is cool and white, healthy and open", but also an ingenious reverse marketing. The brand abandons the traditional advertising practice of direct advertising, and instead starts from the emotional needs of consumers, through the 86 years of life wisdom of Grandma Wu Yanshu, and directly dialogues with young consumers, bringing people a deep sense of certainty in the rapidly changing environment, encouraging them to pursue their dreams and goals.
In this fast-paced era, people often neglect to take care of themselves and those around them. Now, as the pioneer of the cooked water category, Mailang Liangbai Kai reminds us to add points to our health anytime and anywhere. From the first drop of crystal sweetness to the moisturizing of every bite, Jinmailang is cool and white like a rare bit of beauty in life, moisturizing people. It uses unique UHT technology to ensure that every drop of cooked water meets safety standards, so that people can feel the warm care every time they turn it on. At the same time, on the basis of ensuring safety, Jinmailang Liangbai Kai has added a touch of indescribable sweetness, just like those "little luck" in life, soothing every soul who longs for health. On the occasion of the New Year, Jinmailang Liangbai Kai pays tribute to the bits and pieces of life with a warm and moist attitude, and joins hands with Wu Yanshu's grandmother to interpret "ordinary days are open" in the New Year blockbuster, encouraging people to choose a warm and watery care for themselves or their relatives and friends, so that every day is full of vitality and vitality; It also makes the brand image of warmth, health and convenience slowly moisten into the hearts of every consumer, and become synonymous with the beauty in people's hearts.
For today's young people, they face unprecedented pressures and uncertainties. They crave inner peace and health, and pursue true happiness and fulfillment. Now, the cooperation between Mailang Liangbai Kai and Xinshi Xiang is an accurate response to this psychological need. As a first-class platform that deeply pays attention to the psychological needs of young people, Xinshixiang provides an accurate communication channel for Jinmailang Liangbaikai. Through the influence of the new world, the advertising blockbuster "As long as the heart is opened, health will come naturally" quickly aroused the attention and spread of the whole network, and it was launched in just one day, with a total of nearly 130 million on the whole platform; The total number of the whole platform is more than 3 million. This not only expands the well-known circle of Jinmailang Liangbaikai, but also allows young people to gain spiritual comfort and inspiration of strength, and achieve win-win strategic significance.
Start the TikTok Challenge: 2I want to open it
In order to further expand the volume of communication, with the release of the New Year blockbuster "As long as the heart is open, health will come naturally", Jinmailang Liangbai Kai teamed up with the Douyin platform to jointly plan a unique 2024 I want to open theme challenge to open a series of multi-level and multi-form brand marketing and efficient dialogue.
Through creative interpretation, the participants worked with Jinmailang Liangbai Kai to deduce the way to open the New Year, and added the hashtag 2024 I want to open to make the content more distinctive. After the challenge was launched, this hashtag quickly aroused widespread attention and enthusiasm from netizens, and the total number of Douyin exceeded 26.96 million in just one day; At present, the total ** competition has exceeded 148710 thousand. Netizens from all walks of life are competing to share their life ideas in 2024 to further promote people's transformation from love to consumption.
Under the call of Grandma Wu Yanshu's first year, head KOLs such as Mrs. B, Kang Kang and Grandpa actively responded and released their own 2024 I want to open theme content, using their own influence and fan base to widely disseminate it, and triggering the follow-up effect of KOLs in vertical fields, making the popularity of the challenge continue to rise, and jointly creating a communication line that gathers creativity and conveys warmth and love. Among them, the number of influencers exceeded 9 million, and the total interaction of influencers reached 3470 thousand. This multi-level communication matrix covers KOLs from the head to the waist, realizes accurate target audience positioning and effective conversion, further enhances the core value of the brand of "cooked water is cool and white, healthy and open", strengthens the connection between the brand and consumers, provides valuable market feedback for Jinmailang Liangbaikai, and helps it better meet the needs of consumers in the future.
With a warm heart, convey health blessings
The warm New Year blessing blockbuster "As long as the heart is open, health will come naturally" jointly launched by Jinmailang Liangbai Kai and Wu Yanshu is not only a successful advertising and marketing, but also a deep insight into the life pressure and needs of contemporary young people. Through the warm image and life wisdom of Grandma Wu Yanshu, it conveys a valuable value concept for every audience: cherish the present, open your heart, and make health and happiness the main theme of the new year. At the same time, as the pioneer of the cooked water category, Jinmailang Liangbai Kai spread the brand concept of warmth and health through this blockbuster, so that the core concept of "cooked water cool and white open, healthy and open" was fermented again, injecting new vitality and thinking into the industry and promoting the profound change of the bottled drinking water market.
Jinmailang.
On the occasion of the New Year, Jinmailang Liangbai Kai uses a warm New Year blessing to encourage everyone to open their hearts, embrace health, and move towards a better future.
Jinmailang.