2015-11-03 15:38
MaryKay won the the Great Wall award marketing communications gold
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[CNDSN11 3] (China Economic Net) in April 18, 2015, staged a special concert in Beijing. Pop star Qiao, Wang Yuexin, fashionistas and music lovers to "for change and beautiful Mary Kay love natural kiss fashion concert" scene, with the music and singing around to enjoy "because of the change and the beautiful" story.
As a combine art, music, and brand marketing of the concert, not only to attract the from across the country more than 50 media reports eagerly, attracts thousands of fans and fashion people enthusiasm echoed.
As a new attempt in the field of digital marketing, entertainment, art, fashion, this case was awarded the "twenty-second China advertising the Great Wall award and advertising the main brand award" marketing communications gold.
Focus on the long-term, the brand concept is always
Mary Kay as the world's top cosmetic brand, entered China 20 in years, and always carries Thanksgiving heart, pay attention to social welfare and environment, fulfill the social responsibility of the enterprise. Since 2013, three consecutive years of fashion, public welfare, environmental concerts, inviting popular idol, fashion and public welfare enthusiasts, the use of its own influence to call the public attention to environmental protection, from the start bit by bit. The combination of public welfare and fashion, so that more than a sense of fashion, but also to the public interest more fun. Three years after the concert, MaryKay (China) has been due to its dedication to the public interest and dedication, was awarded Sohu world public welfare Environmental Marketing Award, golden mouse digital marketing contest, digital marketing influence brand and other honorary recognition.
Make eye, the theme song of viral transmission
It is worth mentioning that the 20 anniversary of MaryKay's entry into China, in order to cooperate with a series of communication activities, in particular, the promotion of the music industry, invited to the creative theme song Qiao Renliang, "because of the change and beautiful". "Beautiful and I meet / bloom tomorrow better me/ I has bound / change let me more beautiful" this sentence lyrics clear interpretation of the change of the charm, melody is catchy, coupled with the concert early against this MV for viral promotion, quickly lead to hot, mouth from one generation to the next. On the day of the concert, Qiao Renliang sang the theme song, and personally teaching the audience MV in the dance, ushered in a small climax of the concert.
Firepower, full media integrated marketing
First stage: pre heating, flat, network, mobile network, video, SNS, MaryKay from the media and other ways to cross platform, multimedia, cross frequency interactive communication, through advertising, soft Wen, public MV, star team publicity VCR, public organization, the Broker's Firm official channels, artists and other artists to warm up, inviting public interest to participate in fashion concert. Internet users to participate in the enthusiasm, enrollment enthusiastically, far more than the number of plans.
The second stage: the day's activities, from the each plane, television, network, video media reporter take the initiative to contact and participated in the activities of the reports, attract the Mary Kay, President and senior, Sohu woman channel editor, across the country people love public service and artist fans, red people network, Mary Kay internal staff, to support public action, star on stage to personally Professor dance scene, and audience dancing songs of passion, lively interaction. First, the mobile terminal is used in the form of live broadcast, to attract 210000 people to participate in an unprecedented response.
The third stage: the late promotion, after the end of the concert, the plane, television, network, video media, SNS have reported the activity information. Especially video media and SNS media users active communication and the effect of the two communication.
Fashion innovation, multi dimensional emotional maintenance
"Because of a change to the beautiful natural love kiss Mary Kay fashion concert" is the combination of make-up and music, color and sound of the collision, which is more innovative and interesting expression, watch audience heart, enhance brand and audience's emotion exchange, shorten the distance with the audience. 3
(original title: the combination of art and brand marketing MaryKay won the the Great Wall Award for marketing communications gold)
Editor: Wan Wan
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