With the strategy provided by Hylink, SKG, a Chinese high-tech R&D company specialized in developing wearable health devices, stood out among more than 30 brands during Tmall Double 11, in 2020. And won the Interactive Creative Awards & Media Marketing Awards in China International Advertising Festival 2021.
The popular Chinese pop singer and actor Wang Yibo, having 39.7 million followers on Weibo, has collaborated with SKG to spread the brand value and attract potential audieance.
Interested in how SKG maximized the return on the celebrity endorsement? Check out the detailed information below.
Background:
SKG, a high-tech R&D company specialized in developing wearable health devices, signed new ambassador Wang Yibo before Double 11
Challenge:
• SKG needs to stand out among more than 30 brands which also endorsed by Wang Yibo
• Quickly attracting fans and public attention, and motivate them to buy
• Reinforcing the youthful, healthy and luxurious brand image
Strategy:
• LIFEMAX, a big data tool for network data and semantic analysis, supported SKG to find out the key insights of WANG’s fans to become one of them. Therefore, the brand could conduct the more emotional campaign content – ease the burden of your idol with SKG. This paradigm helped build a healthy brand image and transform idol’s fans to the brand’s fans.
• SKG made a viral campaign effect through the brand’s hashtag campaign on Weibo, the hashtag got the top 3 trending search within one day.
• The offline and online campaign, a 2.3 km long light show and voice interaction with the idol, have not only increased “stickiness” of the fans, but also spread the brand value.
Results:
Within 10 days, the brand became the Top 1 in both sales and sales volume in category Tmall Item
Which came first? Media or Creative?
Google Mapped the intersection of "Strategy and Creative". Couldn't find it.
Spot Plans are like Quantum Dots. They're always in a state of flux