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Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

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2023-06-03 10:41:151328browse

In order to adapt to the changing consumer market and meet user needs, brands need to continuously optimize their products and services. Therefore, "launching new products" has become one of the important means for brands to meet market demand and attract market attention.

If new products want to quickly open up the market, in addition to leveraging the influence of the brand itself, they also need to find ways to quickly establish awareness in the consumer market and empower product consumption value through awareness. But how can we quickly and effectively build awareness of new products? Major brands continue to explore and provide their own marketing solutions.

Recently, Huawei's new product P60 series was launched. The brand launched the "This is Rococo White" new product marketing campaign on the Xiaohongshu platform. Through insight into consumer trends and life scenes, it quickly consolidated the recognition of the new product. Its gameplay and ideas It is worth learning from.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

portant; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LETTER -SPACING: 1px; PADDING-RIGHT: 0px">Insight into user consumption trends

portant; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LETTER-SPACING: 1px; PADDING-RIGHT: 0px">Use the "coffee scene" to enter the user's mind

The recognition of a new product in the consumer market is blank. If you want to establish recognition We know that the fastest way is to "scene association", integrating new products into scenes that are familiar to the public and have strong perceptibility, so as to quickly form an imprint on users' minds.

The "Rococo White" color scheme launched by Huawei P60 series adopts the industry's first mother-of-pearl process. It is hand-made and adds natural mineral powder to the back shell, achieving an unreplicable naturalness like natural mother-of-pearl. The texture makes each product shine like a delicate and beautiful work of art with a unique light.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

This time, Huawei has targeted "coffee" as the core associated scene of P60 "Rococo White", which is also a choice after in-depth market insights:

1 , Take advantage of the "coffee scene" to link exquisite and beautiful life

When choosing related scenes, brands must consider whether the scene style and the temperament of the new product can resonate. The fit between the two directly affects the establishment of new product recognition.

Huawei P60 "Rococo White" not only has good looks, but also has extremely high production technology. It can be said to be a masterpiece that integrates exquisiteness and art. Its target audience is also exquisite fashion and pursuit A representative of good quality life, he is also a frequent visitor to the urban coffee scene. This event integrates new products into the "coffee" scene, which can form a cognitive association through its distinctive scene atmosphere and build a customer base for new products.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

2. Cater to consumer trends and capture the hearts and minds of target user groups

According to the "2022 China Local Coffee Category Development Report", the size of the domestic coffee market in recent years The average annual growth rate is approximately 30%. Users' attention and consumption of coffee have increased significantly. Young consumer groups like to go to coffee stores to check in. Coffee has become an important part of the lives of contemporary young people.

Using "coffee" as the entry point for communication can better cater to the preferences of the target user group, increase their attention and acceptance of the event content, and establish mental links more effectively.

3. Platform genetic resonance to maximize communication power

In addition to insights into the user market, choosing “coffee” as the core association scenario is also Huawei’s thinking on cooperation platforms.

As a popular content social platform nowadays, Xiaohongshu has a wide range of content categories, and "coffee" is one of the popular content categories on the Xiaohongshu platform, with more than 10 million notes related to the platform. The Xiaohongshu platform has established multiple mature content IPs around "coffee", and these contents are highly recognized by users.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

Therefore, taking "coffee" as the core can help brands better leverage the user groups behind the Xiaohongshu platform and generate stronger communication power.

To sum up, Huawei P60# is Rococo White's new product marketing campaign. Choosing the "coffee" scene is a prudent choice based on "new product temperament", "consumption trends" and "platform advantages".

Integrate resources to create a closed loop of communication

Three-dimensional matrix to achieve global penetration

Achieving a successful marketing strategy requires not only in-depth market insights, but also a complete communication strategy. The former establishes the basis for the marketing content to be recognized, while the latter determines the breadth and depth of the campaign's spread among the user base.

This time, Huawei P60#This is Rococo White. In this series of activities, the brand actively integrates resources inside and outside the site, connects online and offline, and builds a three-dimensional communication matrix to help maximize the influence of the event.

1. Official warm-up of the platform, launching the first shot of event communication

In the early stage of the event, Xiaohongshu officially launched the event call and directed users to the main position of brand marketing activities through creative H5.

At the same time, two thematic activities of "special coffee" and "themed afternoon tea" are launched on the event page, paired with a variety of brand surprise gifts, which not only stimulates user participation and UGC production, but also provides support for the event. Propaganda lays a solid traffic foundation. Up to now: the combined exposure of the two official Xiaohongshu activities has exceeded 5 million.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

2. Offline customized theme stores to build an immersive atmosphere experience

While launching activities online, Huawei also linked up with dozens of offline coffee shops store, create a "Rococo White" themed coffee shop, build an immersive scene atmosphere by customizing "Rococo White" elements, and strengthen the public's unique aesthetic understanding of the new "Rococo White" machine.

At the same time, the theme store also launched the high-looking coffee special blend "Rococo White Sea Salt Milk Covered Ice American" as well as a variety of customized peripherals and check-in materials to attract users to check in and take photos, and use users' check-in notes to feed back online , continues to heat up the activity.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

3. Build a "KOL KOC" content matrix, and use massive notes to start strong grass planting

Xiaohongshu notes are a powerful tool for grass planting and transformation, and they are also The key to realizing content interaction between brands and users is to establish awareness.

In order to better control the content trend and output high-quality content. While guiding users to participate in activities, Huawei also adopted the "KOL KOC" strategy and linked up with two influential IP bloggers@ Hello, I am Tuotuo, @ Pan Baixues, and many KOCs build content matrices to accurately output content and contribute to the establishment of new product awareness.

Up to now: Xiaohongshu related topics#This is Rococo White The cumulative reading volume has exceeded 20 million, and the number of topic participants has exceeded 4,000.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products
Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

Through the high-quality content and personal influence output by many bloggers, more users are stimulated to follow and check in, and the influence of the event is promoted As its power grows, it also generates a large number of planting notes, building an exclusive "cognitive venue" for new products, quickly accumulating awareness and reputation.

4. Two-way efforts inside and outside the site to boost the influence of the event.

In this event, the Xiaohongshu platform also provided "screen opening", "information flow", "Flame Topics", "Activity Zone" and other prime resource slots draw traffic to the event, creating strong exposure on the site, with a combined exposure of over 330 million.

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

At the same time, Huawei also actively integrates off-site multi-platform channels to launch global dissemination, completing all-round penetration of the "target circle" and "public circle", allowing new products to be recognized Knowledge dissemination covers a wider circle.

In this event, Huawei accumulated traffic through online activities and attracted public participation; at the same time, it built theme stores offline to bring users an immersive scene experience; and then continued to consolidate them through a high-quality content matrix. Recognize new products; finally integrate resources inside and outside the site to achieve greater visibility and break through the circle. The communication links are intertwined, and the final results are also very impressive.

Huawei P60#This is Rococo White

Setting a pattern for new product marketing

The difficulty of new product marketing lies largely in the lack of awareness. The idea of ​​​​new product marketing is how to quickly complete cognitive building. This Huawei new product marketing campaign provides us with a good solution to the problem.

1. When choosing a scene, the brand must ensure "fit"

New products can be quickly integrated into life scenes to complete cognitive establishment. "Fitness" is the key when choosing a scene.

Only when the image of the new product matches the tone of the scene, can the scene recognition be successfully improved to the new product. The second is "the content of the scene is consistent with the user's preferences." Only scene content that fits the user's preferences can more easily gain attention and recognition and enter the user's mind.

This is the case for the "Rococo White" and "Coffee" scenes of Huawei P60. Not only do the two have the same tonality, but the market recognition and popularity of the "Coffee" scene are also very high. Through the combination of the two Association can effectively shorten the path to establish new product awareness.

2. Focus on activity content and build an “exclusive cognitive venue”

If new product awareness is to be quickly established, the construction of an “exclusive cognitive venue” is necessary.

"Exclusive cognitive venue" can create an immersive atmosphere to help users quickly deepen their cognition while eliminating information interference. For example, the "offline theme store" and "online event page" created by Huawei this time are both "exclusive cognitive venues" focusing on event content. The unity of their content atmosphere provides strong conditions for building awareness of new products. .

Taking advantage of life scenes to build new product awareness, Huawei teamed up with Xiaohongshu to play with creative marketing of new products

#3. Only by accumulating the circle first and then breaking it with the public can we quickly gain new users

In the era of Internet marketing, the user’s consumption path is to “see—— Search word-of-mouth-consumption. It is difficult for new products to drive consumption when they enter the market because they lack clear market awareness and word-of-mouth endorsement.

This time, Huawei P60 Rococo White launched an activity on the Xiaohongshu platform. First, it accurately linked the target circles through the coffee scene, and used the activity to accumulate a large number of grass planting notes to accumulate word-of-mouth assets for new products, and then integrated them Multiple platforms promote circle-breaking communication into the public eye.

In this way, when the public pays attention to new products and searches for them, Xiaohongshu’s massive planting notes can help new users quickly understand new products, form awareness, and then drive consumption conversion.

Choose "highly compatible scenes" to help new products quickly form cognitive associations, and then "build exclusive cognitive venues" to allow new product recognition to penetrate into users' minds, and finally "break the circle after accumulating word-of-mouth" , allowing new products to have strong word-of-mouth endorsement in the consumer market. This marketing campaign jointly created by Huawei and Xiaoyongshu has mastered these points well. While helping new products quickly establish themselves in the market, it also provides new problem-solving ideas for brands to play with new product marketing.

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