Marketing Background
Brand demand: Gaofu is a machinery enterprise rooted in Henan, but also with strength to go out of Henan to the world. In 2020, Gaofu completed the transformation of intelligent manufacturing, which is a major change that has promoted the brand strength of Gaofu to have a qualitative leap. However, the "brand voice" of Gaofu has been missing for a long time. Relying on the brand strength, shaping the brand influence and enabling the brand to develop in the longer term has also become the main proposition of Gaofu
Time background: China is transforming into a manufacturing power, and the country strongly supports the development of manufacturing industry. As the "long board" of Henan economy, Henan manufacturing industry is playing an increasingly important role
Public opinion background: 2021 is a year when Henan manufacturing industry will shine and heat up on the Internet. The topic of "Made in Henan has gone up in the sky" has aroused heated discussion on the Internet. The miracles written by "Made in Henan" are also being seen by more and more people
Challenge: As a TO B enterprise, Gaofu has a long period of traditional brand building. How to leverage the power of the C-end, boost brand exposure and achieve brand image building is a problem we need to solve
Marketing objectives
Initiated by Gaofu, it has joined forces with several leading manufacturing enterprises in Henan to make a collective voice to the outside world and promote Henan manufacturing to "go out of business" with strength. By raising the collective image of Henan Manufacturing, each Henan manufacturing enterprise will be fed back to help shape the brand of Gaofu.
Strategy and creativity
Strategy: We have been deeply engaged in the vibrating screen industry for 30 years. From manufacturing in Henan to the leader of the screening industry, we have practiced the concept of "domestic products should be self strengthening" in our own development process. Therefore, we take Gaofu as a microcosm of the whole Henan manufacturing industry, create a "Chinese pride" marketing, and link the development of Gaofu with the progress of the country and the times. By stimulating the public's sense of pride, strengthen the topic and spread of the activity, and help shape the image of Henan manufacturing enterprise led by high service
Execution process/media performance
The activity is divided into four stages of communication: emotional foreshadowing, content deepening, strong exposure, and continuous popularity. Through content+communication, the event will mobilize the public's emotions and let China's pride be transferred to the brand image of Gaofu.
(Main vision of the activity)
PART 1 - Emotional Cushion
Made in Henan Headlines Interactive H5 - Gaofu is a Gaofu in Henan and China
As a brand emerging from Henan, Gaofu and other brands have gained recognition from domestic and foreign market audiences, which is the pride of people in Central Plains. Because we initiated the interaction of "Made in Henan Headlines" on manufacturing brands, let the public have the right to participate and decide through praise, and integrate the bullet screen into the interaction process to mobilize the enthusiasm of audience participation and forwarding. Finally, it helps Gaofu to gain a lot of support and affirmation
Salute Made in Henan series posters
Each manufacturing enterprise in Henan Province, which has been deeply rooted in the subdivided industry for more than ten to several decades, has its own advantages. Based on these advantages, we propose different staffing for each enterprise. For example, according to the main products of Gaofu, we set Gaofu as a "fine screening expert" to highlight the advantages of the enterprise, and at the same time, we narrow the distance with the audience through staffing
PART 2 - Content Deepening
The Phonograph of the Made in Henan Era -- Let the little people become shining from insignificance
We invited representatives of Gaofu and other brands to play with their voices and jointly build the "phonograph of Henan manufacturing era". They have been engaged in the manufacturing industry for several years, more than ten years or decades, and are representatives of Henan manufacturers in various times
With the flow of the voice of the phonograph made in Henan, we can feel their love for the manufacturing industry in Henan and their expectation for the future development of the industry from the simple and firm voice, so that the spirit core of the brand can be displayed. As the staff of Gaofu said in the gramophone, "From winning domestic customers to winning global customers, Gaofu has done it!"
PART 3 - Strong Exposure
The Great Henan Manufacturing Brand Influence Selection -- Let the honor become the collective honor
Later, we launched an influence selection activity in the machinery manufacturing industry, in which 50 enterprises actively participated. During the selection process, each enterprise condensed its strength from top to bottom, actively demonstrated its strength, and strived for this honor. From call to spontaneous participation, the spirit of an industry's striving to go online has been fully demonstrated. Finally, Gaofu was elected as an "industry influential brand". At the same time, we will present honor to all award-winning enterprises with an offline award ceremony, which will bring the event to a perfect end.
PART 4 - Heat continuous
The Great Made in Henan is a large-scale documentary in the industry -- a single spark can start a prairie fire
At the end of the activity, we cooperated with the Central Plains Channel of Henan TV Station to create a large-scale documentary for Henan manufacturing enterprises - The Great Made in Henan, which truly recorded the changes and changes of an industry, and how Gaofu and other brands seized the opportunities and created miracles. Through the documentary lens language, the brand strength is fully demonstrated.
Documentary warm-up poster
Invite the representatives of the leading enterprises of Henan manufacturing as the protagonists of each segment of the documentary, and extract five keywords, namely, rooting, investment, tempering, flapping and boiling, according to different industry attributes and enterprise spirit. This is not only the core concept of the development of each enterprise, but also a symbol of the development process of the entire Henan manufacturing industry from rooting to boiling up
Marketing effect and market feedback
On the basis of highlighting the commercial value of the brand, this activity has strengthened the cultural value of the brand, so that the high service that is moving from manufacturing to "intelligent manufacturing" has received more attention and recognition, and more people have witnessed the transformation from high obedience to manufacturing to intelligent manufacturing. Helped Gaofu enhance its brand positioning and expand its influence inside and outside the industry
Overall exposure: 50 million+. The whole event attracted the attention and recognition of the public for the traditional machinery industry by starting from the perspective of the C-end, which led to a large amount of exposure of Gaofu and improved the reputation of the enterprise. Leading TO B's traditional machinery industry has taken a big step towards embracing Internet marketing:
Made in Henan Headline Interaction H5: 150 thousand+exposures, 5000 bullet screens
Henan made era phonograph: 100000 exposures+
Great Made in Henan Selection: 300000 exposures+
The Great Made in Henan industry documentary: 20 million exposures+
