Make the year more happy｜COFCO Fulinmen submits a full score in the 2024 New Year
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The dragon dances in the new year, bringing blessings to thousands of families. The annual Spring Festival marketing war has gradually come to an end, and all major brands have also completed this big test. In this Spring Festival of the Year of the Dragon, COFCO Fulinmen closely follows the New Year’s enthusiasm and adopts a multi-pronged approach. The TV terminal and the Internet terminal are integrated and linked to focus on The theme of “Make the New Year Happier” planned a series of warm communication to accurately capture the minds of consumers and deliver a perfect answer.
Fulinmen’s “Make the New Year More Happy” marketing campaign is based on users’ emotional appeal for a happy New Year and the “plot” of the Spring Festival Gala that Chinese people must watch during the Spring Festival. It bundles the Spring Festival Gala programs on both large and small screens and links them throughout the Spring Festival holiday. Playing with content and socializing through multiple Internet platforms has awakened the happy New Year in the memory of Chinese people, attracted more young users to participate, and strongly enhanced the brand’s potential and reputation.
1. Use reunion to define happiness, and use happy family carnival scenes to occupy the minds of Chinese people.
A healthy and happy family will make the new year more joyful. COFCO Fulinmen and Jiangsu Satellite TV have joined hands to become the official partner of Jiangsu Satellite TV’s “Happy Family Carnival 2024 Jiangsu Satellite TV Spring Festival Gala”. This cooperation perfectly aligns the brand concept of “Having a Family with Happiness” advocated by Fulinmen with the positioning of Jiangsu Satellite TV’s “Happy Family Carnival” program.
Every year, the language programs of the Lychee Spring Festival Gala are a hot topic among the audience. They show “big feelings” from “small incisions” and can always inadvertently touch the resonance point deep in the hearts of the audience. The sketch program “Three Generations Under One Roof”, which was full of comedy during the party, was loved by the audience and once became a hot search topic. By integrating the “family” culture and “blessing” culture into the sketch, the audience can deeply feel the responsibility of COFCO Fulinmen to “protect the happiness of the Chinese people at the table”, and strengthen the mental understanding that “if you have a home, you will have good fortune”, making the Spring Festival more enjoyable. Reunion, family happiness and Fulinmen brand form a strong tie.
In addition to the Jiangsu Satellite TV Spring Festival Gala, COFCO Fulinmen also teamed up with the “2024 Jiangsu Satellite TV Lantern Festival Gala” to provide a visual feast for everyone on the fifteenth day of the first lunar month during the Lantern Festival, leading audiences across the country to appreciate masterpieces, enjoy delicious food, and experience the uniqueness of the Lantern Festival traditional folk customs and food culture.
The appearance of Fulinmen Yimeng Tuzhu Peanut Oil Year of the Dragon limited gift box also brought a touch of happiness to the party. As the host said, “The taste of happiness is the taste of home.” Fulinmen edible oil protects every serving. “Fragrance of home” and “smell of happiness”. This deep implantation and linkage with the party not only enhances the brand’s exposure, but also strengthens consumers’ recognition and memory of the brand through emotional resonance, maximizing the marketing effect.
2. Integration of tradition and trend, focusing on young people’s cultural interest scenes by inheriting traditional culture
Fulinmen has long been committed to cleverly combining traditional culture and trendy culture through multi-channel, multi-platform and multi-form cross-border marketing to create a unique brand image among the younger generation.
This Spring Festival, Fulinmen chose to join hands with Douyin, a short video giant, to sponsor the “Douyin 2024 Huacai Heritage Gala”, demonstrating its unremitting pursuit of combining tradition and trend. It not only brings a strong flavor of the New Year to everyone, but also demonstrates the brand’s respect and inheritance of traditional culture, and also demonstrates its attitude of keeping up with trends and constantly innovating.
COFCO Fulinmen cleverly used the popular memes on the Douyin platform to launch a cash welfare “national mission” with the theme #福云??#. This innovative marketing campaign not only stimulated the enthusiasm of users to participate, but also set off a phenomenal interactive boom during the New Year period, achieving nearly 2 billion exposures across the entire network. Through this innovative interaction, users have shared their happy New Year moments, showing rich and colorful life content, further narrowing the distance between the brand and users.
three,powerfulWeibo marketingstrategy, build“Shake your luck and share your happiness”topicaccurateReaching young circles
The construction and transmission of brand culture are inseparable from consumers’ word-of-mouth and fission sharing. COFCO Fulinmen also grafted the “family” culture and “blessing” culture onto the Weibo platform and launched a dual-topic photo campaign #Let the New Year Be More Happy##有家有福来门#, motivating users to take the initiative to share, and taking advantage of the opportunity for netizens The sound volume achieves fission communication, allowing the brand to reach a wider range of people, reflecting the vibrant and youthful side of the brand, refreshing the public’s understanding of Fulinmen, allowing “if you have a home, you will have Fulinmen” enter the public’s memory, and let More young users participated, which expanded the brand’s reputation and successfully broke the brand image.
It is reported that a large number of users participated in the COFCO Fulinmen Weibo theme event, sharing creative food cooked during the New Year, happy moments with relatives and friends, a sumptuous New Year’s Eve dinner, etc. At the same time, some users also showed off their talents and shared their colorful lives. It pushed the event to a climax and pieced together a happy New Year picture.
COFCO Fulinmen adopted a series of creative marketing strategies during the Spring Festival, highlighting COFCO Fulinmen’s keen insight into market trends and accurate grasp of consumer needs. It not only enhances the brand image of COFCO Fulinmen, but also brings a richer and more diverse brand experience to consumers mentally.
The Spring Festival is the most solemn traditional festival of the Chinese nation. It carries people’s expectations and longing for life in the new year. Good New Year wishes and happy family reunions symbolize good luck in the coming year. Home is the harbor in everyone’s heart. Throughout Fulinmen’s Spring Festival marketing, based on the Chinese people’s sense of happiness at home, Fulinmen’s brand warmth is demonstrated through a series of integrated communications that “make the year more happy”, and through “multi-channel evening parties + content interaction” The marketing mix “boxing” drives consumers to spontaneously join brand marketing, narrows the distance between the Fulinmen brand and young consumers, makes the Fulinmen brand image strongly associated with the Spring Festival, and greatly demonstrates the aggregation ability of the Fulinmen brand. and industry influence.
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