At the end of March 2022, natural grain pioneer Meishi launched a brand marketing war, following the official announcement of the spokesperson, successfully unlocked the new marketing game, through the "star drainage + scene marketing + platform exposure" triangle mode, for pet owners and hair children to bring more innovative experience.
Natural Mys Pet Food
Help Mao's child's good life
The huge urban population base, the popularization of home life, and the good level of education have made the number of pet owners continue to rise in China. When people increasingly regard pets as family members, pet parents are also willing to buy higher quality products for pets, which also brings the opportunity for the rapid growth of high-end pet food in China.
In March this year, the American Sergeant official announced actor Yang Yang as the brand spokesperson. In the brand's official TVC, Yang Yang incarnated as the hunting partner of the ocelot, and explored fresh and authentic ingredients with the cat in the jungle. In the tension of natural wildness, the brand's concept of natural purity and simplicity is transmitted.
The American Sergeant official announced actor Yang Yang as the brand spokesperson
In addition to the official spokesperson, Meishi also unlocked a new way of marketing, with the help of the triangle mode of "star drainage + scene marketing + platform exposure" to successfully "break the circle", with the excellent performance of both natural and nutritional, captured the hearts of many pet parents.
Tripartite linkage breaks the circle
Reach potential consumers
The first trick of triangle marketing, the spokesperson strongly drains and penetrates Generation Z consumers. With the official announcement of the brand, Meishi carried out a comprehensive communication plan, covering mainstream social media such as Weibo, Douyin, Weibo, etc., and penetrated the fan population and potential pet owners in an all-round way. At the same time, it also reached the pet main crowd on the mainstream APP screen and WeChat circle of friends, forming a 360-degree brand exposure without dead ends.
The textured brand blockbuster has aroused heated discussions among pet owners and fans, while the punch card and publicity of social platforms and many UGC content have made the influence of celebrities spread layer by layer, successfully expanding brand awareness.
The second trick of triangle marketing, scene-based marketing stimulates the emotional needs of pet owners. In the spring, more and more young pet owners like to go outdoors with their pets to feel the scenery of nature. Meishi follows the brand proposition of returning to cat nature and natural own strength, and in March this year, with the theme of "traveling to the green", it created a seasonal consumption scene and launched a spring tour fresh gift box: one divided into two lunch boxes fully considers the freshness of ingredients and avoids waste, and the dry food of the soft buster is easier for pet parents to carry out, and more send out travel cat bags and cat toys, under the blessing of natural good food + travel equipment, so that pet parents can play with their pets with peace of mind.
Meishi Spring Tour Fresh Gift Box
The third trick of triangle marketing, the platform vigorously exposes and reaches potential consumers. In this marketing, Meishi cooperated with the marketing IP of "Tmall Treasure New Brand" of Alimama Merchant Marketing Center to reach more consumers and provide a more convenient shopping experience with the help of e-commerce platform cooperation.
During the event, the new Tmall Treasure brand provided the Meishi brand with exclusive resource exposure, venue display, personalized search and push path for in-site communication and purchase conversion, and increased the exposure and drainage of the Meishi brand. Through customized password search, Meishi will lead the off-site crowd to the e-commerce platform, continuously transform the star influence into brand influence, and help the brand to precipitate sticky user assets more permanently with the help of private domain marketing.
In the event, Meishi also used the concept of "blind box" to encourage consumers to participate in blind box interaction, receive store rewards, and convert a large number of inbound crowds into brand equity, playing a new role in brand pulling.
Screenshot of Meishi's cooperation with "Tmall Treasure New Brand"
The triangle model of "celebrity drainage + scene-based marketing + platform exposure" has prompted Meishi to increase the amount of discussion and exposure during the communication activities, and successfully attracted the attention of pet owners.
During this period, Max successfully topped the pet industry cat staple food top 1 and international cat snack top 1, AIPL increased by 600w+, achieving a successful "circle breaking".
Three-dimensional exposure revealed
Deepen the natural image of Meishi
Meishi's circle-breaking marketing and the site outside the station are combined to create a closed loop of links from touch to site, play a role in the linkage of the whole platform, and achieve three-dimensional exposure. In the future, Meishi will continue to create a better world for pets and pet parents in China with natural product strength and high-quality brand power.