Cross-Promotion: When Lay's Meets UGG, Love Is Blooming!

Recently, I bought a bag of Chinese Lay's new flavor chips which is named "Cherry Blossom Milk" (樱花牛乳味). It is a special promotion for this season only.

Personally, I don't really like this new flavor chips because the taste is too milky. The strong taste makes me feel sick. However, I do like the new pink design of the package. It looks like a sweet girl who has a romantic dream.

According to Euro Monitor research report, as e-commerce gets more competitive in the global market, the impulsive consumption of consumers in the purchase of snacks between 2013 and 2017 showed a downward trend. Among them, the proportion of consumers who regularly purchase snacks has dropped from nearly 30% to nearly 23%.

How could a small bag of chips win customers' heart back?

1. Build Unique Customer Experience: Create A Spring Story

In this spring season, Lay's and UGG ran a special cross-promotion in the Chinese market.

Lay's launched a new collection for spring: Cherry Blossom Milk（樱花牛乳味）, Energy White Peach（元气白桃味）, and Unbeatable Raw Plum（制霸生梅味）. They mainly focused on bringing spring cherry experience to customers. They wanted customers to enjoy the smell of cherry as they are having chips.

Moreover, the new designs of the package also win customers' heart. Visually, the design linked the spring festival cherry blossom and Japanese Aesthetics. It perfect met customers' social needs because people love to share those pictures on social media.

This is a great way to promote the brand via word-of-mouth. Especially, it is limited only. When customers saw those beautiful chips on social, they desired to buy one.

At the same time, UGG also launched limited gift set box which includes a new collection of Lay's chips, cherry blossom beast key chain and fan.

Sakura Cherry Handbag

Cherry Milk Flavor Perfume

Cherry Blossom Sandals

All the product names match young customers' needs. The names are lovely and unforgettable.

Both Lay's and UGG wanted to build a romantic love story for all customers. They wish everyone can meet the right one in the spring and create a unique love story.

2. Build Unique Customer Experience: Offline Art Exhibition

The brand exhibition is an effective way to let customers know your brand story and product. For this special promotion, the Sakura Star Art Exhibition in Shanghai attracted many young people interests.

Instead of showing some arts, this art exhibition allowed people to interact with all the exhibition. For example, at the entrance, customers can see their personal welcome message on the water curtain. High-quality new digital technology presentations also delivered a great experience. Moreover, customers can not only see the cherry blossoms on the moon but also can step on the petals and potato chips while they are walking.

Therefore, people loved to interact with art. This interactive experience was not only let customers enjoy the art, but also make them feel independence.

Overall, this cross-promotion made a huge success in Chinese market. On Jun 18th, the sales had broken millions in only five hours. The limited spring gift boxes were sold out in 24 hours.

No matter online or offline, Lay's and UGG successful reached customers in integrated channels. They combined amazing products, great brand message, and unforgettable customer experience into a unique spring love story.

References:
https://www.digitaling.com/projects/59380.html
http://www.foodaily.com/market/show.php?itemid=19629

Starbucks: Three Main Benefits For Writing Customer Name On The Cup

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness. Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality. Image From Memeguy Some customers also make fun with Starbucks. They come up with...

What’s to Expect: Two Limited McDonald’s Signature Crafted Burgers Are Just Launched in China

Recently, McDonald’s teamed up with superstar Nicholas Tse and star chef Ramón Freire to launch limited signature crafted burgers in China. Each star created one special burger and named after himself. This time, McDonald’s brings “Nicholas Cool Spicy Chicken Burger” and “Ramón Crispy Beef Burger”. Nicholas Cool Spicy Chicken Burger From the McDonald Chinese Official Website Ramón Crispy Beef Burger From the McDonald Chinese Official Website In addition, McDonald’s adds limited “Honey Mustard Fries” and “Nicholas Cookies Bubble Tea” as afternoon tea choices. Honey Mustard Fries From the McDonald. CN Cookie Bubble Tea from McDonalds.cn This is not the first time for McDonald’s to team up with superstars to launch signature crafted burgers. Last year, McDonald’s teamed up with star chef Ramón Freire to create two premium burgers: “Mexico BBQ Chicken Burger” and ” Egg Beef Burger with Creamy Nut Sauce”. From Sohu News According t...

Five Useful Tips for Creating Effective Google Adwords Campaign

Google Ads is one of the most effective ways to deliver quick and desirable business results. In order to get a better performance than competitors', it is very important for marketers to make the most relevant ads to meet customers' needs and help them to select the best search choice(s). Tip One: Decide your campaign goals Depends on your business type and grow stage, you need to have a clear goal before launching any campaign. Having a clear goal will help you select the most relevant ad format(s) and Google Network(s) to show your ads and also reach potential target customers effectively. There are three common goals for advertisers: Driving website traffic Increasing brand awareness Boosting sales (driving leads) Different goals will require creating relevant ad formats in different networks. Google Adwords has two main networks to show your ads: Search Network Your ads can appear throughout sites on the Google Search Network. If you want to re...

My Digital Insight

Search This Blog