This case of Ylab won the Bilibili Annual True Fragrant IP Cross-Border Cooperation Award!
In April of this year, as a professional partner of Yinlu's peanut milk brand marketing innovation, Ylab planned a co-branded super-popular "Fun Red Beans!" For Yinlu. ", The silver heron brand IP-Xiaoshengpina and Red Beans jointly launched the" New Dou Sheng "in Rome.
They have a total exposure of over 180 million, and a total of over 70.34 million in the playback of extra and feature films.
They have also driven product sales. According to statistics, the total number of scans for a bottle and a yard of annual promotional activities reached 6.38 million times.
They are more favored by young people and netizens, and they have written articles to praise them ...
Just last week, this IP marketing won the Bilibili Annual True Fragrant IP Cross-Border Cooperation Award!
Yinlu x Red Beans: Bilibili Awards
Yinlu x Red Beans: Annual True Fragrance Case Trophy
In this IP cooperation, Ylab renewed its brand in an innovative mode by integrating diversified means such as creativity, IP, media, and platforms, reaching young consumers with a trendy young platform, and using vivid and memorable IP, it is a big Promote the platform to create a bottle and yard annual promotion through fresh and creative forms that young people like.
This event is warmed up by the Red Adzuki short-span video-Roman Desire Journey, and then detonated with three new creations. The original story is extended with a lively story and a fancy interpretation of the story of Red Adzuki and Xiaoshengpina to Rome , Attracted a large number of secondary fans, and ultimately achieved direct o2o conversion growth.
Warm-up period-Rome wish tour
Detonation period-Red Bean, Yinlu Little Theater
Yinlu also cooperated with Red Bean to publish customized tweets and award-winning Weibo on the official micro-blog, and conducted the “God Scan to Rome” challenge on the Douyin platform, participating in 78,000 videos, with a total of 720 million playbacks. Through two micro-shake and shake three platforms, the UGC interaction of consumers was detonated;
Customized and rewarded Weibo release
At the same time, Yinlu combined with NetEase's H5 fun interaction to create a closed loop of communication, increase effective communication, and attract e-commerce.
NetEase da da H5
This IP cooperation between Red Beans and Yinlu not only brought high traffic exposure to Yinlu's "Small Happiness Found on Code" bottle and code scanning activities, but also strengthened it in a way that is more acceptable to the audience. The memory and popularity of Yinlu Peanut Milk in younger groups.
Red Beans x Yinlu Network Response
O2O is becoming more and more mature. For fast-moving consumer brands to achieve efficient traffic conversion, they need to change their traditional marketing thinking and use a new mindset to create a promotion strategy. The brand's popular anime IP, while stimulating the emotional resonance of young people with stories, increasing brand and communication exposure, pays more attention to practical results and directly realizes the growth of O2O conversion, which is a stable and innovative way.