Have you ever imagined what the unique design of Zhang Meng, a multi-faceted goddess who can not only control complex roles on the screen, but also show her true self in life, will be like her new home?
Recently, Zhang Meng boldly announced that she would show her "dream new home" for the first time in the live broadcast room of my Le Home brand, which instantly ignited the enthusiasm of fans, and tens of millions of netizens poured into the live broadcast room to watch the living space behind this versatile actress. During the live broadcast, she not only led fans to open a "new home" debut, but also shared her home design experience and stories, which aroused strong resonance and a huge amount of discussion among fans.
This cooperation with Zhang Meng is the second year of the series of brand activities of "Come to My Joy to Reproduce the New Home of Stars", in such a "volume" of the star marketing environment, how did I Le Home Furnishing successfully complete the IP shaping of brand activities, and realize the differentiated competition of the brand and the effective expansion of the market?
The multi-faceted life gives the home a multi-faceted charm and strengthens the same IP attribute of the star
From the impressive tsundere Zhang Chengcheng in "An Home", to the diverse charm shown on the stage of "Sister Riding the Wind and Waves", to the profound and delicate acting skills in "Breakthrough", Zhang Meng uses each role to interpret different vitality, allowing the audience to witness her continuous transformation and growth. Behind the scenes of film and television, she has successfully transformed into an investor in film and television dramas, participated in and promoted the birth of many popular dramas with her unique vision and profound artistic accomplishment, skillfully integrating her personal artistic pursuit with market demand, and showing her outstanding ability as a producer.
Zhang Meng's story is not only an inspirational chapter about the gorgeous transformation of an actor to a producer, but also a wonderful footnote to her personal multicultural background and attitude towards life. Whether it is the background of studying abroad, traveling to many countries, or settling in the fashion capital of Shanghai, Zhang Meng has created a personal image that is both independent and self-confident and full of life taste with her international vision, profound cultural heritage and keen perception of art and fashion. As a woman with extremely high requirements for herself and fashion aesthetics, Zhang Meng's personal portrait is highly consistent with the customer base of My Le Home, and jointly interprets the quality and style of modern home life.
So, what kind of home environment will such a woman who combines beauty, wisdom and quality aspire to? To this end, I Le Home carefully planned and filmed the TVC blockbuster "An · Home", in order to pay tribute to Zhang Meng's classic work "An Home", TVC uses the time line to depict Zhang Meng's longing for home and emotional attachment across different stages of life, delicately outlines her growth trajectory from youth to maturity, and gradually unveils the mystery of her ideal residence.
From the slightly rusty but dreamy home in the study years in a foreign country, to the warm nest in Beijing that first set foot in the film and television industry after returning to China, and is still haunted by dreams in busy intervals; And then to settle down one after another due to career changes, the Hainan residence that integrates Italian style and the Shanghai mansion full of western-style elegance - each of which witnesses Zhang Meng's deep understanding and infinite attachment to the safe haven of "home".
In this visual feast, the audience can enter different stages of life with Zhang Meng, and feel the high-end texture presented by My Le Home for quality life in an immersive way, and behind this sense of luxury is the visual enjoyment presented by a number of original new French style "Carat" series of Le Home, the "Chong Su 2046" series full of Zen high-end woodwork, and the "Rossi" series inspired by Italy architecture, these home products are quietly integrated into the film. It not only enhances the overall visual enjoyment with excellent design language, but also becomes the strongest support for Zhang Meng's high-standard quality life.
In three steps of marketing, I Le Home Furnishing detonated the "new home" boom of replicating the same style of stars
The release of the TVC of "An · Home" launched the first bullet of "Come to Me to Recreate Zhang Meng's New Home", and a star marketing for the home furnishing market was quietly launched. Through in-depth analysis of the user behavior characteristics of major content platforms, we have carefully planned a series of content communication strategies, aiming to explore the deep fit between home aesthetics and consumer needs based on Zhang Meng's personal influence.
On Weibo, a fertile soil with significant star effect, I Le Home Keenly captures the public's curiosity and yearning for Zhang Meng's private house life, and slowly unveils the mystery of Zhang Meng's ideal residence with a series of carefully planned attitude posters as the prologue. From the in-depth analysis of home style to the ingenious revelation of house design, to the stunning appearance of high-definition renderings, every step accurately touches the depths of consumers' hearts, with #Come to mele to reproduce Zhang Meng's new home# as the topic engine, quickly ignited an Internet boom, attracting more than 300 million netizens to discuss the boom.
As the Weibo warm-up reached its climax, consumers' expectations soared. On October 10th, I Le Home moved the live broadcast room directly into Zhang Meng's "new home", allowing thousands of netizens to get a glimpse of the true face. In this unique live broadcast, Zhang Meng, as the hostess, personally led the audience through each well-designed space, sharing her unique insights on a better life, and at the same time guiding consumers how to choose suitable home furnishing products, showing a series of products that perfectly integrate aesthetics and practicality.
In order to deeply explore and extend the long-tail effect of brand communication and accurately reach the target consumer group, I Le Home Furnishing and Zhang Meng launched the #Come to My Le to reproduce Zhang Meng's new home# interaction on Xiaohongshu.
Taking advantage of Zhang Meng's topic popularity, I Le Home also cleverly takes "Zhang Meng's same style" home furnishing products as the core highlight, through the construction of diversified life scenes and lifestyles, with precise keywords and hot topics, and the use of the platform's powerful content distribution mechanism, to achieve accurate reach and in-depth planting of the target group. At the same time, it has also launched a very experiential home planting with many home bloggers, and consumers can see how the same product of Zhang Meng of My Le Home Furnishing is cleverly integrated into ordinary families in different home environments, adding a high-end experience to home life. For a time, Zhang Meng's home furnishing topic continued to ferment on Xiaohongshu, setting off a wave of celebrity imitation of the same style.
From topic detonation to live broadcast harvesting, and then to long-tail grass planting, I Le Home Furnishing and Zhang Meng have joined hands to create a marketing model integrating brand promotion, product sales and effect transformation. This live broadcast is a successful attempt to communicate deeply between the brand and consumers, through Zhang Meng's unique bridge, I Le Home Furnishing will be the concept of high-end custom home furnishings and consumers' life needs are closely linked, so that the "star with the same style" is no longer just a superficial imitation, but has become a lifestyle that everyone can have, integrated into their own personality.
Since the debut of the "Come to My Joy Replica Star New Home" marketing last year, this IP has been successfully implanted in the minds of consumers and has become a classic marketing case of deep links between celebrities and home life. This year, it was launched again to strengthen the IP, so that "Come to Me to Recreate the New Home of Stars" is not just a marketing campaign, but has evolved into a synonym for consumers' pursuit of high-quality and personalized home life, leading the new trend of home consumption.
As an advocate of home aesthetics and quality life, we interpret the brand positioning of "design to beauty, high-end customization" with practical actions, and provide one-stop customized solutions for the whole house, including whole house customization, kitchen cabinet customization, bathroom cabinet customization, door and wall customization, and finished soft decoration. We are well aware that the cognition of high-end users for home not only comes from exquisite home decoration and comfortable furniture, but also from the ultimate pursuit and emotional resonance of life details, and "replica star with the same style" represents a more textured and fashionable connotation of home life sample, bringing unprecedented life inspiration to users, so that every user who pursues quality life can have their own "star home".