This January, to advocate Wong Lo Kat’s culture,it launched “surname cans”for the first time,hoping we could share the joy of the New Year with consumers.At the meanwhile,together with Wong Lo Kat, iNSPIRE held a large-scale marketing campaign. “Surname cans” of Wong Lo Kat flooded various social media platforms,and the tag #Wong Lo Kat’s surname cans# became TOP1 both in Brand Annual Topics and Weibo Trendy List. Its sales increased 113 times,becoming the sales champion of the customized product line.
As traditional and ancient cultural symbols, Chinese surnames are with every person for a whole life and represent people’s sense of belonging and identity.To meet the individual needs of each consumer, Wong Lo Kat broke through the technical barriers and used the innovation of customized cans to combine surname cultures with products and launched the special cans for the first time.It connected customers with the brand and facilitated their interaction,conveying the concept of “Wong Lo Kat in every home, good fortune to every person”.
10 metropolises’ intensive coverage, gained attentions before official launch
Wong Lo Kat targeted advertisements at subway brand halls,brand zones and street passages to cover all passers-by in Beijing, Shanghai, Guangzhou and other 10 core business districts.At that time,the surname cans attracted extensive attentions before its official launch.It gave rise to heated discussions on social media platforms.
Propagandize through Weibo’s topics, celebrity+KOL+hard advertisement all in one
Zhao Lusi, the Chinese New Year celebrity spokesman of Wong Lo Kat,posted topics on Weibo to advertise for “surname cans”. 38 KOLs had a collective discussion on the “surname cans”and exposed topics with the help of golden hard advertisement to flood the whole Weibo.
Various games of Wechat made us know you more while traffic was increasing
Wong Lo Kat targeted various advertisement materials accurately though big data at Wechat’s Moment. Its goal was to attract targeted consumers and stimulate their interests to increase the sales. Besides, at Wechat Wong Lo Kat Zone, customers could search its mini app and make their own “surname drinks”.
Creative surname cans H5 developed social circle and custom-made markets
Exclusive surname making,clicking boosting button and other interactive sections all made customers participate more in this campaign and guided them to experience full H5. Exclusive cans were made to customers,for whom Wong Lo Kat created a unique sense and welcomed them to shop more.Therefore,UGC was made and more customers would be attracted by it.Wong Lo Kat will be with countless families.
Social communication continued to build momentum,and surname cans would be more attractive
Wong Lo Kat’s official account released creative pictures,texts and videos so that customers could be recommended and then share them with others. We also had surname cans linkage with Blue V brands to attract other brands to join and share popularity with Wong Lo Kat, making more people aware of the brand.