Hollywood’s Chinese New Year marketing breaks through the three consecutive years of rejuvenation, and strongly unlocks the new marketing posture of Generation Z
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At the moment when attention is increasingly distracted, the Spring Festival is undoubtedly an excellent window to communicate and interact with all walks of life, including of course the often “unpredictable” Generation Z. The Spring Festival marketing under the happy family scene can directly face consumers at the intergenerational level. Who can further understand the consumption trend,
Home furnishing brand Hollywood successfully caught the attention of Generation Z with a good start in 2023. Through the combination of popular goddess & costume drama goddess Chen Zihan, it created a combination of Lunar New Year micro-movie + brand digital virtual IP + exploration of a new model of metaverse live broadcast, making the brand younger The footsteps took a step up. With this, Hollike created the evolution of the marketing model from traditional to digital innovation. In the cognitive closed loop of “from attracting entry-generating awareness-increasing goodwill”, Hollike has given a very good three-step marketing strategy. blueprint.
The first step to enter the game – take advantage of the big IP to gain attention
Join hands with the popular goddess Chen Zihan to create a short film for the Spring Festival celebration that is powerful and eye-catching
On the eve of New Year’s Eve, Hollywood and Chen Zihan worked together to create a Lunar New Year micro-movie “Rabbit Together”. The film tells the beginning of a small conflict that can resonate with all young people under the epidemic: Chen Zihan ( Young people can be brought into this role) When he got home, he met his father who wanted to go out to play chess without any protection, and he was angry and helpless to persuade this “old boy”. At the next family reunion, although the quarrel with her father is still vivid, Chen Zihan is bedridden with a high fever. In the living room, her parents are arguing to stay and take care of her while disinfecting the house.
Although we have talked about the topic of “going home for the New Year” countless times, Hollywood did not talk about the long and difficult journey home. The efforts made by the family for “reunion” connect the family members’ care for each other, and inspire people to return to the original state of life and live a healthy year. Therefore, with the help of this film, Hollywood integrates the “original” environmental protection core with the exterior of “Chaojia”, conveys the advanced brand proposition from “Chaojia” to “Chaojia”, and realizes the brand marketing in the Spring Festival. C position debut.
Through this micro-movie starring Chen Zihan, because of its super emotional pain points and wonderful stories, Hollywood has transformed passive browsing content into content that users actively absorb, and successfully gained attention.
The second step of advancement – establish a popular IP and establish super cognition
Combining the zodiac sign of the year of the rabbit to create a hot IP of homie rabbit, the innovative gameplay of pulling rabbit fur inspires users to actively spread
Under the trend of new media, based on the insight of the Metaverse trend, Hollywood once again renews the trendy IP, and upgrades and creates a brand new brand digital virtual IP New Year’s Edition – Homie Rabbit. Homie Rabbit is the perfect combination of Hollywood’s two-dimensional trendy brand IP homie and the zodiac sign of the Year of the Rabbit. The integration of the whole body’s rabbit ear elements adds a lovely background color to it. countless.
Since Alipay pioneered the “collection of five blessings”, it has become a national memory. This year, Hollywood also innovated to create a H5 mini-game that collects card-style check-ins to collect rabbit fur. Users can scan “rabbits” in AR every day to get the blessing cards of different rabbits, and finally share large bonuses together. Hollywood’s series of creative interactive marketing for Homie rabbits also effectively captured the traffic code of the Z generation group, and strengthened Hollywood’s “trend gene” by using every opportunity to communicate with users.
The third step—sincere welfare interaction captures goodwill
Familiar with the new generation of social currency Metaverse live broadcast ignites enthusiasm for communication with Generation Z
The wave of Generation Z brings the metaverse and virtual world to the eyes of everyone, and constructing individual expression in an unframed world has become the ideal resonance of the current trendy young people. This time, Hollywood used the “Metaverse Super Live Show” to conduct an in-depth communication with Generation Z, and ignited the enthusiasm for communication with Generation Z in a unique way.
As the highlight of Hollywood’s Chinese New Year marketing, the innovative adoption of metaverse virtual live broadcast scene construction, Homie Rabbit also successfully joined the live broadcast, breaking the limitation of space effect display, full of atmosphere, and successfully leading the trend of the industry.
For customers who placed orders during the live broadcast, Hollywood will also release “killer features”, not only new trendy products, popular suits and other good price benefits, but also the president will come to the scene to give the audience extra benefits, bullet screen lottery draws, surprises Lucky bags, red envelope rain, etc. were delivered in turn, swiping the screen. Full of sincerity, it defeats the psychological defense line of the Z generation, and the double benefits of social currency + cost-effective benefits make the Z generation willing to pay for Hollywood.
Hollywood’s three-dimensional innovative marketing method of “immersion + live broadcast + high interaction” has successfully ignited the enthusiasm for communication with the Z era, achieved a strong brand out of the circle, opened up new ideas for brand marketing in the metaverse in the industry, and highlighted It shows its extraordinary strength as a fashion brand leader.
Summary: It is reported that up to now, the total exposure of the entire network has reached 92 million+, the number of viewers on the entire network on the day of the live broadcast exceeded 100,000+, the total number of orders was 10,000+, and the estimated sales conversion was 200 million+, which is a remarkable achievement. From the cognitive closed loop of “from attracting entry-generating cognition-increasing goodwill”, Hollywood has given a marketing paradigm.
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