Project background & objective
- To boot awareness and expand marketing size, BALLANTINE’S China would like to develop tangible campaign based on global strategic platform, STAY TRUE, with multi tribe communication. Thus, as communication partner, VICE VERSA, dig deep insights of “true moment” to resonate with young Chinese generation. Meanwhile, we would like to leverage the power of celebrity to build strong brand role, generate UGC with sociable format and drive to channels.
- 在年度campaign中，有效建立品牌与“纯粹由我”的关联
- 拓展单一乐队圈层的沟通至追星粉丝圈
- 有效整合线下渠道资源，丰富campaign期间品牌与沟通对象的互动形式
Strategic Thinking
- About campaign idea: BALLANTINE’S launched new brand idea globally. They would like to encourage young generation with insights that there is no wrong way to be yourself and develop annual brand idea of ‘TRULY MY WAY, THERE IS NO WRONG WAY’. According to Chinese culture and environment, young generation always has their judgment to balance work and life. They follow their heart in certain moment for chill rather than escaping from real life with impulsion. Therefore, we came up with the idea of ‘THIS MOMENT, TRULY MY WAY’
与global市场中对于消费者“纯粹由我，不管对错”的定义有所不同的是，中国年轻消费者对于“纯粹”的演艺因生活节奏较快且较为理性克制的客观环境下而碎片化，TA可能不会因一时冲动抛开现实追求真我,但总会在忙碌的日常时间中预留一个时间段真实做自己。因此在中国市场的沟通上，话术层面根据更具有中国消费者洞察而进行调整，强调“这一刻”而非“每时每刻”。由此思考得出此次campaign沟通话术——这一刻，纯粹由我
- About communication strategy: With the idea of ‘this moment, truly my way’, we leveraged powerful celebrity – Lay Zhang and sociable engagement mechanics to call for action, built strong brand role in tribe of fans and drove to channels
在沟通话术之上，我们需要一个更具有互动号召力的活动标签以及互动机制。同时我们需要充分利用明星代言人，张艺兴的巨大流量效应，为品牌有效引爆声量，互动量以及导流销售,但同时需要思考平衡代言人的流量效应与品牌角色的竖立。
Execution Highlight
1. RICH ASSETS AS ENGAGEMENT TRIGGER:
- Besides TVC, we also developed 4 Douyin videos, 4 behind scene videos and 3 drinking mix videos, to drive attention from Lay Zhang’s fans.
除了纯粹大片（TVC）创意物料的拍摄，我们还额外拍摄了4支抖音视频，4支彩蛋视频以及3支调酒视频，保证物料的丰富性
2. LIGHT ENGAGEMENT &HEAVY ENGAGEMENT TO BOOST AWARENESS:
- Took Weibo and Douyin as main engagement platform. we planned light engagement on Weibo hashtag of #纯粹一刻召集令 # with unlocking mechanism in phase 1. Fans could complete UGC mission telling their moment of ‘truly my way’ to unlock the behind scene videos which help us to boost awareness on weibo. We also provided heavy engagement on Douyin, with co-creating shooting challenge with Lay zhang’s Douyin video to extend awareness in phase
以微博作为线上主要沟通平台，设置线上话题#纯粹一刻召集令#逐层解锁机制，鼓励粉丝发布自己的“纯粹由我”态度，不断增加话题讨论量，不同的话题讨论量解锁后将触发不同的彩蛋视频以及花絮视频作为互动福利，有效引爆声量与互动量。同时，丰富的彩蛋与花絮为第二波线上互动助力在抖音上开启合拍挑战赛
3. REAL EXPERIENCE TO ENHANCE RETENTION & DRIVE TO CHANNELS:
- We would like to provide offline gathering as benefit to reward fans community as a real communication group rather than data bot which effectively drive traffic to BALLENTINE’S WeChat mini program to contribute PII and offline cooperated channels
将“粉圈追星”视作真正的沟通群体而非“数据”工具人，以“线下纯粹聚餐”作为互动福利回馈粉圈群体。线下体验的介入有效拓展沟通周期。同时，引导粉丝注册微信小程序观看最新花絮视频将线下流量转化至线上，获取PII。
4. GWP TO DRIVE SALES:
- Developped GWP and gift boxes to encourage purchasing
制作明星周边以及明星礼盒，有效引导追星圈层粉丝进行购买
5. BUILD BRAND ROLE AND DRINKING OCCASION:
- Provided drinking rituals with different occasion based on consumer’s UGC to build strong brand role.
及时有效调整传播节奏，除了代言人相关物料，我们还根据粉丝购买反馈，进行特调recipe引导以保证百龄坛在沟通流量粉丝时不会失去品牌角色
Campaign Performance
- Achieved total 470 million social buzzes on weibo through 5 BALLENTINE’S truly my way campaign related hashtags.
官宣当日，5大品牌相关微博话题的阅读量共破4.7亿- 来自微博统计数据
- There were over 10 million discussion & engagement on weibo through unlocking mechanism on weibo
微博话题讨论以及互动总量多于1千万- 来自微博统计数据
- More than 15 million views of TVC
“纯粹大片”播放量突破1500万- 来自微博统计数据
- Drove 780 thousand sales for BALLENTINE’S T-mall
天猫商城成交总额多达78万- 来自天猫统计数据
- Compared to other whisky brand campaign, BALLENTINE raised 3070% social buzz (data from AIMAN CHINA)
品牌社交网络热度提升35.8倍 （对比同品类代言品牌热度提升平均值为30.7倍）-来自艾曼中国数据