A deeper fan economy
Co-create a healing source for fans
After establishing a certain degree of brand awareness in the first year, Ximuyuan not only needs to continue to consolidate brand awareness, but also needs to achieve the transformation from brand awareness to product sales. Therefore, how to make good use of the influence of celebrity agents to establish a closer relationship between the brand, spokespersons, and fans in the communication process and achieve product and effect integration!
First of all, we dug deep into the career story of Wang Yuan, the spokesperson for Xishuiyuan facial mask, and combined it with the selling points and usage scenarios of the product to create a healing space of Chengmu Cui x Wang Yuan. While creating fans’ willingness to find it, we also deeply implanted the product into consumers’ cognition. In the interaction of official promotional photos, we really went into Wang Zao’s fan group to conduct insight mining, and thus carried out fan conversion: from the perspectives of product packaging design, GWP fan gift packs, and the creation of scarce communication materials, we directly hit the hearts of fans and achieved effective fan economy voice, volume, and impact.
