Luckin Coffee co-branded "The Story of Rose", and won again

This article analyzes the successful case of Luckin Coffee's collaboration with "The Story of Rose", revealing how brands create hits through agile marketing and co-branding strategies. It is recommended for marketing professionals and brand strategy enthusiasts to read.

Speaking of the most popular domestic drama at the moment, it must be "The Story of Rose" - this time, "Fairy Sister" Liu Yifei filmed a unique love drama, which has been screened on major social platforms since its launch. This drama not only won the CCTV ratings of over 2, but also set a record for the fastest popularity value of urban dramas on Tencent Video to break 31,000, achieving a true double explosion on both the TV and the Internet. As the plot continues to deepen, the public's attention and discussion on the plot are also increasing. The love-hate entanglement between Rose and the four male gods in the play can always be on the hot search list. In addition to the heroine's anti-beating appearance, the brand implantation in this drama is also highly discussed online. According to statistics from netizens, the current number of brand cooperation in the drama has exceeded 40, which is more than the previous "Celebrating Yu Nian 2" that dominated the screen. Even the same plaid skirt worn by Liu Yifei in the drama can be on the Taobao hot search list.

As a "special forces soldier" in the joint venture industry, Luckin Coffee naturally did not miss this excellent opportunity to promote its products. The brand chose to quickly launch a joint venture when the drama reached its climax, and launched the same "Yellow Rose Latte" as the heroine on June 24. As soon as the news broke, it became a hot search on social platforms!

Netizens were amazed at Luckin’s acumen and the beauty of roses. In addition, they were curious about “what flavor does yellow rose + latte taste like?” This product sold out immediately after it was launched. Liu Yifei also posted photos of herself tasting yellow rose latte and taking photos with the co-branded peripherals on Weibo, attracting more people’s attention to this collaboration and setting off a wave of hot topics.

There are many beverage brands that are keen on joint ventures, but there are only a handful of brands that can continuously produce hit joint products within a year. How did Luckin Coffee manage to produce hit products as soon as it launched its products?

1. High-standard presentation + highly compatible collaboration: Luckin Coffee wants more than just exposure

When it comes to Luckin Coffee’s collaborations, the first thing that comes to mind is “fast”. The brand is not only fast in choice and decision, but also fast in execution. For example, this collaboration with “The Story of Rose” prepared complete and diverse peripherals in a short period of time, and many details can echo the drama, which is really rare. The overall design of the peripherals this time is based on the image of Huang Meigui and Huang Yimei wearing a light yellow dress as the core design element, giving people an overall feeling of elegance and romance.

The text on the peripheral products , "Lucky to meet you, it's good to meet you", not only mentions Huang Yime's name and associates it with the lucky connotation in the brand name, but also echoes Huang Yime's love story: although several relationships have regrets and ups and downs, she did have happy times. This detail is very popular.

In fact, the reason why Luckin chose to collaborate with "The Story of Rose" is not only because of the popularity of the hit series, but also because of the highly similar tone and connotation of the two. Luckin's main tone is "professional, young, fashionable, and healthy", and "The Story of Rose" also makes people feel these keywords from many details.

For example, the audience can see the professionalism of the protagonist Huang Yimei from the details of her interview and work, and can see her sense of fashion from the protagonist's makeup, clothing and workplace environment. Huang Yimei's positive and healthy view of love and her unchanging youthful attitude are very consistent with what Luckin wants to convey, and it is easy to establish positive associations, thereby precipitating the enthusiasm for cooperation into brand assets. It is understood that Luckin, which has 5G network speed, not only co-branded with "The Story of Rose" at the first time, but also cooperated with the "extra-curricular male lead" Xu Haiqiao , and gained the favor of many fans of the drama in the form of playing with memes.

Netizens joked that Xu Haiqiao did not act in "The Story of the Rose". Many netizens were very satisfied with this wave of cooperation. Everyone's enthusiastic interaction directly sent the Weibo topic #徐海乔最终获取玫瑰故事里了# to the hot search list of the entertainment list, which shows the popularity and participation.

2. Agile marketing has entered the next level. Luckin has explored a mature and stable strategy

In fact, if we count the ways Luckin Coffee played before, we can find that the brand always seems to be able to get ahead of the market, and its main selling point is "speed is invincible". For example, when Liu Xuxu's "don't want to go to work" and "anti-involution" personality became popular all over the Internet, Liu Xuxu, who became popular in "Creation Camp 2021" because he didn't want to be in business, was pulled up by Luckin Coffee overnight to be in business. Before the Beijing Winter Olympics, Gu Ailing had just emerged and was signed as the spokesperson for Luckin Coffee. He Guangzhi had a "rose with thorns" joke in "Talk Show Conference" that became popular. Luckin Coffee launched the "Rose with Thorns Latte" overnight and signed the first "forced" product experience officer, making every cooperation full of topicality and fun.

In addition to inviting endorsements, cross-border and IP joint ventures, Luckin also relies on its insight into young people to turn lightweight cooperation into a part of its brand assets. It is understood that the Luckin marketing team holds a "celebrity meeting" every month, where everyone will collectively share celebrities from various fields such as entertainment, sports, KOLs, voice actors, etc., to discover potential people. Including the stars who have collaborated this year, Chen Jianbin, Zhou Yutong, Chen Zheyuan, Zheng Hehuizi, Li Gengxi, etc., all quickly cooperated during the outbreak period of their works, which also made many consumers have a mental consensus that "as long as there is a hot spot, there must be Luckin. " Of course, Luckin's "agile marketing" is not only "fast", but also "ruthless" and "accurate" behind it.

"Hard" means investing enough resources and energy to create a joint venture, and is very attentive in the presentation of each joint venture, such as the previous joint ventures with Line Dog, Tom and Jerry, JOJO, and the joint venture with Master Han Meilin during the Spring Festival. Almost every time, they can present the characteristics of the other party while incorporating their own inspiration to achieve a joint effect of 1+1>2. "Accurate" means the unique vision of selection, and they can always find highly compatible partners, which makes each combination just right without any sense of disobedience.

Especially in endorsement cooperation, Luckin has efficiently summarized a set of rules and formulas: Spokesperson = (customized new products + TVC + peripherals + pop-up store) × brand spirit. This quickly replicable methodology, coupled with forward-looking vision and sense of smell, also makes each communication more certain.

3. Final Thoughts

Perhaps from the beginning, the outside world was more likely to see Luckin's continuous screen-sweeping of joint names and endorsements, but now, more and more consumers are beginning to perceive the real changes in this brand - Luckin has used its strong R&D capabilities to create one best-selling series after another, such as Raw Coconut Latte, Soy Sauce Latte, Coconut Cloud Latte, Biluo Zhichun Latte, etc., and its ability to create hit products has reached perfection. However, Luckin also understands that if it only "rolls" in the functional value of the product, the room for growth is very limited, and in the end it will still fall into the dilemma of homogenization. Therefore, the brand has been injecting more emotional value into a cup of coffee through various marketing methods, making a cup of coffee more than just a cup of coffee.

Nowadays, Luckin's products and communications have become a source of happiness for many young people. I wonder what kind of joint peripherals Luckin will launch next time. I am already looking forward to it.

Author: Mr. Bingfa; Source public account: Marketing Bingfa (ID: 1075056)