Weilong Back to School Spicy

With the start of the school year, Weilong has attracted people's attention with its unique marketing strategy. Through the creativity of crazy literature and the emotional needs of college students, Weilong has successfully established emotional resonance with young consumers and launched a marketing campaign called "Crazy Literature". This article analyzes the core of Weilong's marketing campaign and is suitable for people who are interested in brand marketing.

A kind of crazy literature is popular among contemporary college students. With the arrival of the school season, all kinds of crazy words seem to have found an outlet, waiting for an event to ignite emotions and ready to explode.

As an old friend of college students for many years, Weilong uses the start of the school season as an anchor point for communicating with college students. It combines the current hot topics on social media to create Weilong’s own "Crazy Literature", and collaborates with core traffic media such as university communities, Douyin, and Xiaohongshu to find new growth in the existing market and create a massive "crazy" marketing campaign.

01 Taking advantage of "crazy literature" to quickly establish resonance with college students

Tmall Super Category Day released the "New Trend Report on Casual Snacks", pointing out that "fun" has become the next key breakthrough in the development of the online snack category. It is not only necessary to satisfy simple appetites. Spicy strips that can be eaten and played with are the first choice for this generation of consumers who love and know how to play.

As a "hard currency" among college students, spicy strips have a strong social attribute. "Socializing with a bag of spicy strips" is an unspoken joy among friends. With the arrival of the school season, early eight, entrance exams, group assignments, youth learning... busy studies and anxious futures force college students to find an outlet through crazy literature and regain a relaxed state of mind.

After gaining a deep insight into the emotional state of contemporary college students, Weilong decided to encourage them to speak out about their frustrations. By directly addressing the emotional needs of college students, it gave brand marketing a humanistic touch in a fun and funny way, thus achieving a win-win situation for the brand and consumers.

During the warm-up period, Weilong quickly established an emotional connection with the college students by flexibly using a series of crazy words. With the help of a series of "going crazy" activities, Weilong called on college students to bravely post their pain, complaints, anxiety, and crazy things online. At the same time, Weilong released a "poster that can openly show the crazy state", advocating that it is time for college students to let out their crazy and spicy, and don't hold it back! Accompanied by funny long pictures and texts on WeChat, it shows Weilong's "crazy" mental state and sends a message to college students: we are the same kind.

In order to further expand the volume of the event, Weilong invited Weibo Blue V to repost it, and through the official borrowing of memes, interactive spreading of memes, and Blue V memes in the early stage, it officially opened the promotion and marketing path. With the help of the huge fan base and wide influence of Blue V accounts, a crazy and spicy state was created on the entire network, attracting more people's attention and participation.

02 Online and offline complement each other, attracting traffic and promoting content virality

During the event, Weilong continued to accumulate brand communication potential through the dual-wheel drive of online marketing and offline activities.

First, Weilong released a series of "crazy and spicy" posters online, combining the details and difficulties of college students' lives (examples) with Weilong products, and writing them into the posters, so that college students can both laugh and empathize. At the same time, Weilong carefully selected a group of funny, humorous and creative people on Douyin and Xiaohongshu to lead the creation of brainwashing crazy and spicy songs that fit the psychological state of college students - "Crazy School, Eat Weilong" and "I Go Crazy When Others Speak", etc., which triggered viral spread across the entire network and made Weilong's series of products crazy.

At the same time, offline crazy activities are also in full swing. The start of the school season is a good time for spring outings and kite flying. Weilong is conducting "crazy" kite flying and check-in activities around university campuses and university towns, bringing the crazy and spicy offline, warming up the crazy and spicy theme, attracting and directing official accounts, and helping to promote the popularity of the event.

During the event, Weilong captured those crazy and spicy moments of college students, posted a collection of "crazy and spicy" students' daily life, released crazy and spicy peripherals online, and gave fans benefits. At the same time, it linked KOC/UGC cooperation content, invited vertical bloggers to continue to promote, further integrated Weilong into various life scenes, and promoted three-dimensional promotion of products to boost the popularity of the event.

03Channels empower marketing conversion and give brand communication sustainable vitality

The "Weilong Back to School Spicy" project is also a key move for Weilong to seize the university channel. Based on the close cooperation with campus channels, Weilong selected 1,000 universities in key cities across the country for promotion linkage, and optimized 300 universities for new tasting and distribution activities. This large-scale coverage not only increased the brand's popularity, but also combined the brand concept with campus culture, further grasped the needs and preferences of college students, and carried out precise delivery and personalized promotion, providing a solid foundation for subsequent marketing conversion.

While distributing products in colleges and universities to attract new customers, Weilong also held a series of exciting and interesting activities to support the distribution of products. Through campus speeches, campus markets, and community cooperation, it introduced the stories behind Weilong, product features and advantages. At the same time, it actively sought cooperation with campus clubs and student organizations, and through sponsoring activities and providing prizes, it further increased the brand's exposure on campus, stimulated students' love and identification with the Weilong brand, and infiltrated brand awareness into the hearts of more potential consumers.

As a brand that has accompanied generations of young people in their growth, Weilong has had a deep insight into the needs of young consumers over the years. It has continuously shaped a fun and interesting brand image through various forms of youthful marketing, continued to convey youthful brand connotations, and created a brand image that is loved by young consumers.

This crazy and spicy marketing is also one of Weilong's marketing strategies that deeply binds with university channels. Through continuous campus marketing, it has positioned itself in campus channels and penetrated the young customer base. Taking the start of school season as an anchor for communicating with college students not only helps Weilong find new growth in the stock market, but also combines a variety of new products such as Overbearing Panda, Little Witch, and Crispy Fire to reshape the brand's height and deep power.

In the future, Weilong will connect with more young people through more youthful scenarios, create a young "social" currency belonging to Weilong, and explore more possibilities and diversified values ​​of the brand.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"