AMOREPACIFIC Group China

Wang Xindi
Zhao Shanshan
Yao Jing

DT² Group *Lead Agency

Jie Luan
Zhang Yu
Kimmy Ni
Minnie Meng
Annie Wu
Dason Zhu
Loki Lu

节庆营销是时下品牌数字传播的一个重要节点，韩国洗发水吕希望借助母亲节为受众传递品牌软形象，从而让更多人关注到品牌，并实现销量增长。 本案例值得关注的点在于，在结合母亲节营销中，我们并没有通过叫卖、炫爱的方式去取悦受众，而是通过一系列的正向沟通让消费者明白母亲节意义所在，并在此基础上融入品牌强化目标，同时，通过品牌正向内容的呼吁，帮助品牌树立良好的公众价值。
Festival marketing is an important part of current brand figure communication. Korean shampoo brand Ryo hopes to make use of Mother's Day for conveying brand soft image to its target groups. In this way, more people have paid attention to the brand and its sales have grown. The noticeable point of this case is: through combining with the Mother’s Day marketing, we do not try to please target groups through peddling or showing of love; instead, we make it clear to consumers the meaning of Mother's Day and integrating the brand and enhancing the target upon that. Meanwhile, we help the brand establish good public value through calling of positive content.