Kenny Lin officially declared Taobao as the ambassador of the national brand! How does Taobao Tmall skillfully use policies to turn this wave of operation into a traffic explosion point？
On May 13th, on the first day of Tmall’s pre-emptive purchase of 618 countries, Taobao took the lead in playing the marketing strategy of "Wang Fried"-Kenny Lin, a national artist of "900 million girls’ dream", was officially declared as the brand ambassador of Taobao countries, and magical advertisements were placed in CCTV, online mainstream APP and offline over 50 cities, brainwashing consumers across the country: "Pay close attention to Taobao and receive state subsidies!" The big promotion policy of "national subsidy+Tmall 618 subsidy as low as 50% off" has strongly reached hundreds of millions of consumers.
In this year’s 618 event, Taobao also launched the "National Supplement Surprise Coupon" for the first time: users can grab the "National Supplement Surprise Coupon" which was launched for the first time and has the largest overlapping subsidy, and also participate in the interesting interaction of Kenny Lin, the brand ambassador of Taobao National Supplement; At the same time, watch the live broadcast of Kenny Lin on May 19th, and you will have a better chance to win the opportunity of "up to 10,000 yuan for national exemption". This "618" marketing campaign, which is based on policies, with stars as the guide, welfare as the spear and brand as the shield, once again breaks the routine and "updates" new marketing ideas, and also makes Taobao the first entrance for consumers to receive state subsidies.
"Hurry up and update" TVC’s magical brushing screen, releasing the whole world and detonating the country’s mind.
Consumers are blown in mid-air by strong winds, grabbing mobile phones passing by; The person at the forefront of the team reached out and grabbed Kenny Lin’s skirts, and shouted with joy, "Hurry up and update!"
The magic advertisement in just 15 seconds directly visualizes the core idea of Taobao’s national compensation marketing: "People are blown by strong winds" vividly interprets "the wind of Taobao’s national compensation is too strong"; All kinds of home appliances that have been blown away intuitively show the rich categories of Taobao’s national supplement; The action of "Hurry up to update" is a pun, which skillfully connects the homonym of the name of Kenny Lin, the ambassador of Taobao’s national subsidy brand, with "Hurry up to receive the national subsidy from Taobao", and makes a heavy discount of "make up for it, as low as 50% off", which quickly attracts users’ attention and grabs users’ minds.
In addition, Taobao also released several other magical TVCs, such as "Catch Kenny Lin in mid-air", "Kenny Lin City Gate Catch New Household Appliances" and "Delivery Master Catch Kenny Lin". Together with Dafeng Creative TVC, it interestingly explained the four core points of this national supplement: supplement and supplement, rich categories, new products and service mentality, which directly highlighted the interesting marketing style of this 618 Taobao.
As the ambassador of Taobao’s national subsidy brand, Kenny Lin’s label setting has always been highly consistent with Taobao’s "affordable and interesting" platform image, and its name of "update" has formed a natural memory point with "grasping Taobao’s national subsidy". In addition, the audience flow brought by last year’s hot works such as "The Story of a Rose" and "With the Phoenix" has contributed to the spread of "grasping the update".
In order to detonate the communication potential, Taobao released a global bombing combination boxing: CCTV launched to strengthen the credibility of the policy, covering all ages and nationwide markets; Online mainstream apps open screens and information flow advertisements accurately attack young users; The offline 50+ city business circle will be launched to create an immersive "updated" advertising experience.
Long-term marketing drives brand value to upgrade, grasps policy dividend and highlights brand responsibility.
When the demonic brainwashing "hurry to update" TVC swept the business circle of 50 cities across the country, Taobao’s national compensation marketing offensive became stronger and stronger-on May 19th, Taobao’s national compensation brand ambassador Kenny Lin will conduct a live broadcast. At that time, Kenny Lin will carry out a series of interesting interactions around the national subsidy, and will also give users a bonus of 10,000 yuan, star signatures, 50 rounds of red packets of rain and other super benefits, so as to create a saturated communication of "offline detonation+online fission" and continue to create a 618 marketing fever.
Behind the lively entertainment marketing is Taobao’s deep response to the national subsidy policy: whether it is a big promotion discount, extra subsidies for trade-in, more brands and categories, more urban coverage, or the service of subsidizing 10,000 new products, large and small household appliances and home improvement, users can feel the peace of mind of Taobao’s in-depth implementation of the national subsidy policy as long as they log on to Taobao. This kind of play that turns policy potential energy into brand long-term value also adds weight to Taobao’s "good heart" as a user.
It is worth noting that this time, Taobao, the national supplement, assembled 100 head brands for the first time to jointly make profits. Under the call of the platform, many brands actively responded to the national subsidy activities, and strongly conveyed the mind of "leading the country to make up for Taobao" by directly benefiting consumers. The collective call of many merchants not only enriched the lineup of activities, but also helped improve Taobao’s national compensation strategy. Especially under the premise that the national subsidy policy has restrictions on each citizen’s eligibility and quota, Taobao, which has gathered the most comprehensive categories, the best subsidies and exclusive service rights, has naturally become the "first entrance" for consumers to choose to receive national subsidies.
Just like this magical TVC advertisement, Taobao’s combination of "national dividend+traffic leverage+global communication" has once again "updated" the new example of e-commerce platform 618 marketing.
