SUMMARY
Tissue, a product type regularly neglected, in the past only attracted the attention of females taking care of their family. In 2019, the brand new upgraded Ultra Strong tissue was firstly launched on Jingdong Super Brand Day. How could we attract the attention of young women and transform that into purchases? We find that, young women yearn more and more for a lifetime happiness promise, and such a strong promise is connected to a strong wedding dress. We make the strongest tissue into a wedding dress and invited Chen Xiaoyun to challenge its "tenacity" limit under 5 meters deep water, so as to encourage young women to pursue their happiness without fearing any waves just like the tissue.
In terms of publicity, Vinda officially launches a challenge and then a female star accepts the challenge and wears the tissue wedding dress underwater, building a marketing link from witnessing by all the people to participating in the challenge by all the people.At the same time, we cooperate with Jingdong Super Brand Day and let sources from both sides all in. The tissue-made wedding dress in the water idea is exquisitely used in the whole e-business circle, greatly improving sales transformation and finally refreshing e-business sales records.
