Not only cross-border collaborations, these recent brand cases have also made young people crazy!

This article mainly starts with brand co-branding marketing, and mainly introduces three excellent cases in the co-branding marketing industry. By introducing the marketing techniques and publicity directions of the cases, it reveals to readers the logic behind the marketing. It is recommended for readers who want to learn about brand marketing.

In the past six months, in the friend circles of many young people, they have used products with an average price of less than 20 yuan to own their "first luxury FENDI", "first cup of LV coffee", "first sip of Feitian Moutai" and "first cup of Jay Chou IP milk tea". These are products created by Heytea, Manner, Luckin Coffee and Nayuki's Tea, and they can be called the "top stream" that has swept the marketing circle this year.

As these cases continue to go viral, cross-border collaborations seem to have become the most sought-after hot topic in the marketing circle this year. However, if a brand wants to stand out or create a brilliant performance, it is not just about finding a rare and topical brand collaboration. During this period, some brands have attracted us with their unique perspectives and brilliance. They either break out of the conventional perspective or find a way and entry point that is exclusive to the brand, which has left a deep impression on consumers. Let's take a look at what inspiration these excellent cases can bring us.

01 Master Kong: Cross-border innovation, launches new braised beef noodles with iced black tea flavor

Others' joint ventures are all about finding brands that can create buzz, but a few days ago, the mature Master Kong has learned how to save money and worry - it launched a new product, braised beef noodles with iced black tea flavor. The main focus of this wave is a joint venture between myself and myself, and innovation between different categories within the brand .

Master Kong's braised beef noodles with iced black tea flavor are a combination of Master Kong braised beef noodles and iced black tea. The two products of this lineage are irreplaceable billion-dollar sales. Among them, braised beef noodles, needless to say, is a classic product that has accompanied countless people born in the 80s and 90s. More than 30 years of popularity and reputation have made it an irreplaceable national character that sells early and sells well. The status of iced black tea is also first-class. Since it was launched in 1997, it has been firmly sitting on the throne of the number one product in China's bottled tea beverage market.

Therefore, it is no wonder that this news has sparked heated discussions among netizens. Some people think that Master Kong has gone crazy and created a dark dish, but there are many people who are eager to try it. There are many netizens on Xiaohongshu who say that they have already bought it. Tmall data also shows that this new product was sold out as soon as it was launched on Tmall. Master Kong stores have been ranked TOP1 for consecutive days, with GMV increasing by 1158% year-on-year and 84% of new customers. The effect is quite explosive.

In general, the crossover of Master Kong's iced black tea flavored braised beef noodles is based on the user's recognition of classic products and boldly breaks through without limits. From delicious to fun, from meeting the needs of conventional scenarios to providing new ways to play, Master Kong has improved the consumer experience of young people while continuing to accompany them, thereby continuously increasing the topicality of the brand, increasing brand memory points, and promoting the brand to complete the youth innovation.

02 Fenbid: Combining education with entertainment, professional category education can also be lively

Recently, Fenbid, an OTC brand under Helion, has launched a new upgrade plan. Adhering to the company's mission of "people-oriented, improving daily health", it provides more scientific and comprehensive pain management solutions for people in pain with a more segmented product layout.

Fenbid has realized that many people with pain have many questions when choosing medication. For example, what should I choose if I want long-term pain relief? What should I take if I want quick pain relief? How should I choose to reduce fever, headache and fever?

So how can we make the concept of "professional symptomatic treatment" of Fenbid family products easier and more intuitive for consumers to understand and help them understand "Fen" clearly? Fenbid uses the most visually recognizable "postures" to teach everyone to identify them one by one. At the content level, the brand and KOLs co-create and vividly interpret the message of "choose the right posture to find the right medicine", combining education with entertainment, cooperating with media communication combination punches, linking channel customers, realizing resource integration, and jointly promoting the concept of "professional symptomatic treatment". The brand has insight into consumers' love for the ibuprofen figurine, and created the topic #Ibuprofen又双叒叕出新姿了#, which triggered extensive interactions and formed a hot spot effect. It eventually received more than 300 million exposures on Weibo and nearly 20 million exposures on Douyin. The blogger @国际宫and乡土莉's topic creation was on the Douyin hot list; it also attracted many consumers to participate in the interaction and post their orders, and they had a more intuitive understanding of how to choose products in different scenarios.

As a leader in the oral analgesic category market, Fenbid has been committed to meeting consumers' ever-increasing differentiated analgesic needs, constantly innovating and upgrading, providing efficient and safe analgesic products, while providing more professional category knowledge education to safeguard Chinese consumers' pain management, truly allowing everyone to "have choices and make the right choices."

The brand incorporates interactivity and entertainment into its marketing. In addition to showcasing the product’s characteristics, it also helps establish new communication points between the brand and users, making it easier for consumers to understand and recognize it.

03 Wujiang Zhacai: Integrating into the context of youth, working with Bilibili to make "electronic Zhacai" a reality

The dining habits of contemporary young people can be roughly divided into three steps:

5 minutes to order takeout, 30 minutes to choose a video, and 20 minutes to eat while watching a video. Nowadays, eating "electronic pickles" with rice has become an indispensable part of young people's daily life. And how can brands be absent from the popular lifestyle of young people?

Recently, Wujiang, a "real pickled mustard tuber" manufacturer that has seen this point, has found a partner with bilibili, the largest "electronic pickled mustard tuber" manufacturing website on the Internet, and launched 2,233 customized pink pickled mustard tubers and a matching "electronic pickled mustard tuber" video collection, providing every foodie with a doubly refreshing dish to go with their meal.

At the same time, Wujiang Zhacai also had insight into young people's content preferences on Bilibili, and cooperated with Bilibili to launch a customized advertising video "Xia Fan and Shi Ping", naming the male and female protagonists as homophones of "吃饭" and "视频", and replicating the real-life plots of young people "吃配视频" in various scenarios such as campus, workplace, and camping, which resonated with young people everywhere.

As the social context changes, young people prefer to use funny and interesting styles and more life-like expressions rather than brainwashing, preaching and sensational content. The Wujiang Zhacai video, which suits the tastes and context of young people, also helps the brand take a big step forward on the road to youth.