In January , Wanglaoji, a traditional herbal tea brand in China, cooperated deeply with Kwaishou app video platform, launching the campaign of "Embrace the Good Luck Year", taking advantage of the platform attributes own national young audience, the appealing power of the Daren family culture, and the The campaign was launched in cooperation with the platform, taking advantage of Rachet's national youthful audience, the appealing power of the Daren family culture, and the platform traffic bonus during the Spring Festival. In the end, the total exposure exceeded 1.1 billion, the total broadcast exceeded 6 billion, more than 20,000 creators participated, and the campaign was listed on the Hot Search list of Rachet for 4 times, and the order volume of 23,214 for 1 hour of live delivery.

Wanglaoji has been attacking the national gift market for many years, and "Ji culture" has become an important brand asset of Wanglaoji. With this important node, we can seize the hearts and minds of young people in the national market and plant the brand memory of "Drink Wanglaoji for an auspicious New Year" deep inside young users. It will help Wanglaoji become a hot-selling product for Chinese New Year gift.

In this market focusing on the new generation, Wanglaoji has been hoping to output a more youthful brand image with innovative marketing methods. As the main force of the Kwaishou app video platform, Racer has a daily activity of over 305 million, and the main user group is mainly young people. Therefore, Wanglaoji's care and attention to the youth market fits well with that of Kwaishou app.

In January , Wanglaoji took "product + scene + emotion" as the communication method and joined Kwaishou app  to take advantage of the popular short video trend and create a more "face", "interesting", "material" and "imaginative" Chinese New Year game in the form of live broadcast and short video, which injected freshness into the Chinese New Year marketing and made the traditional Chinese New Year more lively and more festive.

Face: the special "Fuwa jar" into the "Cute culture", wishing the old iron a happy New Year
The Wanglaoji custom cans that have been on fire all over the net, set off a new trend of red cans in Kwaishou app . In the Kuaishou app, a variety of custom cans Spring Festival stall C position.  The cans are colorful, and the old iron is attracted to them at first sight.

Interesting: Kwaishou app head with the king of goods under the war PK, gimmick ignite the old iron around the enthusiasm
Red cans + red persons, Wang Laoji joint Kwaishou app top stream anchor , mutual war letter live PK, and send 8 tons of Wang Laoji, the opening is the king bomb, the warm-up period has reaped super attention, the wonderful live day, mutual clamor funny and lively, triggering the whole network fans to order a frenzy, to achieve the real product sales unity.

Materials: Kwaishou app small theater, to create a family must see the exclusive auspicious theater of Wang Laoji
More and more people are catching up with dramas in Kwaishou app, and short serialized dramas of 2-3 minutes each have become the first choice for the users to stay at home during the Spring Festival. Wanglaoji joins hands with Kwaishou app's small theater channel to create Wanglaoji's exclusive "auspicious theater", contracting two popular IPs, implanting Wanglaoji's brand scenes in the whole process, and continuously creating brand contacts, so that viewers watching the drama can see Wanglaoji in a subtle way.

Imagine: the first iron co-creation competition, igniting the desire to create
Wanglaoji launched the first Lao Tie co-creation contest, especially inviting high-quality creators and MCN organizations to join, fully leveraging the influence of the core fans of the da Ren to trigger the topic, and then to reach the mass circle in layers, to achieve the self-propagation of "audience → more audience". This model can also inspire more young people to talk with the brand on an equal footing, increasing the sense of user participation and bringing the distance between consumers closer to achieve a win-win situation for all parties.

All along, Wanglaoji has been a traditional herbal tea drink presented in front of consumers' eyes, but with the change of the times and the demand of young consumers for personalization, Wanglaoji has really put a lot of thought into this huge change. For Wanglaoji itself is a new breakthrough and attempt.