Women's Day is not "Goddess Day", will the "She Economy" face transformation?

The female spirit is constantly being updated, and the pursuits of female consumers are also constantly changing. In this case, female brands need to be closer to the hearts of consumers and establish a brand image. This article analyzes Sophie's female marketing as a representative.

The development of the times has awakened women's independent consciousness. Simple sugar-coated bullets and publicity of women's pain points can no longer impress female consumers. Compared with external appearance, today's young women pay more attention to their own pursuits and fight for their own rights.

This can be seen from the just-passed "March 8 Women's Day". From the topic of "Women's Day returns to its essence" becoming a hot search, to "Women's Day be yourself" causing a UGC tap water craze, rectification posters, and hot topics, women are beginning to be dissatisfied with the entertainment labels brought by "Goddess Day" and "Queen's Day", and are using "Be Myself" as a new slogan to tear open a gap in "equality".

With this change in thinking, women's brands need to rethink the marketing methods of "her culture" and how to impress women again in advertising copy and product promotion activities, stimulate users' desire to consume and demonstrate brand value.

In this process, Sophie took advantage of women's sense of independence, opened up a new direction for her marketing, and delivered a better answer.

01 Marketing through niche festivals

While all brands are competing in important marketing festivals, Sophie has taken a different approach and turned her attention to a less popular festival - "World Sleep Day".

There are two reasons for choosing this festival:

• One of Sofie’s product series is called “Super Deep Sleep”, which is consistent with the festival positioning, is more vertical, suitable for brand promotion, and easy to bring users closer.
• Achieve differentiated marketing, effectively build brand awareness, and establish public memory points.

Therefore, Sophie launched a precise marketing strategy on World Sleep Day.

On the day of the festival, Sophie released the advertising video "100 Girls' Bedrooms" , which uses stories to let girls share their sleeping rituals, thereby launching a campaign that takes advantage of women's pain point - insomnia during menstruation. In a fast-paced world, women at different stages are anxious and busy due to work, study, family life, etc., and coupled with the inner emotions caused by the menstrual period, they are prone to insomnia.

This marketing video amplifies the pain points and uses women’s perception and empathy to trigger emotional resonance. It builds a bond between users, makes female users feel cared for, and creates a sense of trust and security in the brand.

In order to keep the topic going and reach the hearts of women, Sophie created the Weibo topic #How long have you not slept so soundly# to spark discussion. In order to expand the volume of the event, she invited KOLs from all walks of life to participate in the event topic, sparking topic interaction, promoting exposure, and effectively allowing many female users to participate in the discussion.

The UGC content of Tap Water made the dissemination scope wider and more generalized, allowing the marketing to successfully go viral. At the end of the marketing, the topic had a total of 410 million readings and 19,000 discussions , creating a huge level of heated discussion for the product.

It is worth mentioning that the product packaging comes with elements such as cotton, flowers, and the starry sky , which can release a soft and relaxed state of mind and body, and cooperate with the comfort of the product to deliver a combo punch, which is more in line with the entire marketing process and makes users fall in love with it.

The main reasons for the success of Sophie's sleep activities are to deeply explore the essential needs of women, sincerely serve and care for women, and look at problems from a female perspective.

02 Continuously iterate products to create user needs

Sofie was once jokingly called by women as the brand that "understands girls the most". It will update and iterate its products according to women's menstrual status, and is determined to create daily necessities that are more suitable for women. For example, it launched the "Safe Pants" product to address the problem of "poor sleep at night" . The birth of this product not only solves the problem of side leakage during menstruation, but also has the effects of being soft and comfortable, and making it easy to fall asleep . It also created heat-generating sanitary napkins to address the problem of lower abdominal pain during women's menstrual period , and to protect women from discomfort during their menstrual period.

At the same time, Sofie will also launch various marketing activities for the launch of new products, such as inviting spokespersons to promote products and giving away products for free to selected review users on social media to build momentum for the products.

In order to enhance social participation, build brand warmth, achieve repeated reach, and embody humanistic care, Sophie once teamed up with Meituan Waimai to present product gift packages to 2,000 female Meituan riders across the country, and completed the delivery of more than 5,000 "Female Rider Warmth Packages" to delivery stations, party and mass service centers, and outdoor workers' rest stations across the country, etc. , to provide relief for female riders during the most difficult days of each month, show care for women, and create a positive brand image.

03 Women's Day: Get rid of constraints and strive for success

At this year's Women's Day event, Sophie also made a great effort in marketing.

We organized various KOLs and celebrity spokespersons to participate in brand promotion and publicity, boosted the popularity of the event, and utilized their own exposure and fan economy to effectively increase Sophie's topic popularity during the Women's Day event.

In order to empower and get a share of the pie during Women's Day, Sophie took advantage of the topic of Women's Day, wrote various marketing copy on the official Weibo, and held a forwarding lottery at the end, which aroused users' active interaction and forwarding. At the same time, it also participated in charity activities and donated 12,000 "Pink Girl Bags" to Aksu, Xinjiang on the day of the festival , to help girls bravely pursue their dreams, increase social participation, and successfully create momentum on Women's Day.

04 Public and private domains are linked to achieve user retention

In order to increase the repurchase rate, retain customers effectively, and enable customers to achieve habitual purchases, Sophie began to develop vertically, sedimenting purchasing users into the private domain and achieving sales growth.

First of all, for the public domain platform, Sofie has opened a membership service system on the store’s official website , using membership benefits and exclusive 1-on-1 customer service to upgrade the user’s shopping experience, provide differentiated services, effectively deepen the user’s favorability towards the product, touch the user’s heart, gain respect, deepen the user’s pride and satisfaction, and narrow the distance between the user and the member. In addition, for members, Sofie will issue coupons, instant discounts and other welfare discounts to encourage users to place orders, repurchase products, form conversions, and drive products.

The second is to create the [Sophie Club] private community platform , gather users who have purchased products in the community, use monthly community activities to activate community users and retain them for a long time, and use the reward mechanism to guide users to post interactive evaluations on products, successfully create excellent buyer shows for other users to buy, and form a virtuous circle.

For example, in the "【38 Special Topic】Limited Delivery of Girls' Heartwarming Gift Packages" , users are actively encouraged to participate in the event by publishing product posts to redeem products. This not only increases the playability of the community, but also improves user stickiness and creates high-quality UGC content.

Conclusion

Today's "she economy" is facing reform. Brands must not only carry out a series of marketing targeting women's characteristics and interests, but also understand the thoughts and emotions of modern women , use the amplification effect of public opinion and the Internet, bridge the distance between users, and fit users' emotions in order to successfully achieve transformation and increase MGV.

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