Marketing Background

Under the background of the upgrading of domestic products, confidence of Chinese people and national pride, "national tide" was born. For the domestic brand Maggie Li, grasping the national trend will help to narrow the distance with consumers, improve brand popularity, deepen brand recognition, and comprehensively enhance brand soft power.

At the end of May, the key series nodes such as the 7th anniversary of the Magellany brand and the launch of new snowwhite bottle products were ushered in. How to tell the brand story, brand strength and new product value was also a question that the brand was thinking about.

Marketing objectives

At the key node of the seventh anniversary of the brand, we will further help Maggie to deepen the brand label of "high-end domestic products", enhance consumers' recognition and goodwill towards the brand of Maggie, and empower product marketing.

Marketing program

Take advantage of super IP Baidu National Tide Season, leverage the resources of top allocation activities, tell the story of Magellany National Tide from the three levels of "brand+national tide", "product+national tide", and "R&D+national tide", and multiply the brand content and volume, and cross screen grass planting of Magellany National Tide.

At the same time, the professional evaluation of China Consumer Association and the in-depth product interpretation of authoritative experts were combined to endorse the Maggie brand and products.

Warm up period: brand+national trend

Initiate the "brand+national trend" theme essay solicitation, and create momentum for the brand by guiding users to produce content

For more than 4.2 million high-quality authors, we launched the brand theme essay of "New Power of Chinese Goods · Self Confidence in Beauty Fashion" and invited users to co create content with the brand. During the activity, 1149 pieces of content were created, 80 million pieces of content were spread and 8 million pieces of reading were read. Massive brand content discussions help reshape the brand and product reputation.

The gorgeous transformation of the ordinary Baoma live broadcast stimulates the emotional resonance of the target Baoma crowd

Customizing the # Guochao Su People's Transformation - How Baoma Becomes an Independent and Elegant Woman # sitcom helps Maggie Lila close the emotional distance with Baoma people. Through the official live broadcast interaction of Baidu Experience, a total of 10 million people were exposed and 300000 people watched.

Outbreak period: product+national trend, R&D+national trend

China Consumer Association hard core endorsement+expert professional product interpretation to help industry market education and grass planting

Baidu cooperated with China Consumer Association to create the special topic of "Evaluation of Good Things of Chinese Goods". As the only beauty brand, Maggie participated in the program planning and production together with Baidu National Fashion Season and China Consumer Association, and brought out the multi-dimensional recognition of Maggie's brand, products, and research and development strength from China Consumer Association and experts with the attitude of Chinese goods fashion, authoritative scientific stance, and knowledge consumption perspective.

On May 20, Li Li, an expert in the field of hair care, was invited to the live broadcast room of "Evaluation of Good Things in China · Special Session on Washing and Care Products" to comprehensively interpret Maggie's washing and care products through product composition interpretation, online Q&A, and product on-site use sharing, and to guide e-commerce through product listing.

On May 21, Meng Hong, an expert in the field of skin care, was invited to the "Evaluation of Good Domestic Products"· Small class of skin care science broadcast room, online skin care knowledge, multi-dimensional grass products. The total exposure of the two live broadcasts reached 20 million, and the number of live broadcast participants reached 759000.

Baidu APP opened the screen to search for large cards, and continuously and multi-dimensionally realized the new breed of grass of Magellany Snow White Bottle

The new Maggie white bottle was launched, and through Baidu APP screen opening+search large card linkage grass planting, to create a national fashion super brand day of Maggie. The video opening style is strong and eye-catching, with a total exposure of 24.19 million+and a click rate of 7.31%, higher than the industry average.

Long tail period: actively promote the inclusion of brand content on Baidu, and let brand content and reputation continue to precipitate with Baidu.

Marketing effect

Through the phenomenal IP of "Baidu Guochao Season", Maggie Li was helped to comprehensively deepen the brand label of "Light of Chinese Goods" from multiple dimensions of brand, product and research and development. The brand's global exposure was 134 million+, the brand content created 1149 articles, and the brand information index doubled by 136. At the same time, a collection of articles was launched around the brand core of "enjoying the beauty of plain appearance" and the content direction of "the light of domestic products", and a large number of positive public opinions made a powerful step for the brand reputation reconstruction.