Yuehuo's implant marketing brand mention rate increased from zero to 50%

if you are a user of Kaixin, you must know the brand & ldquo; Yuehuo & rdquo;. Maybe you once went to Kaixin.com in the middle of the night or when your boss wasn't looking, went to someone else's vegetable garden to steal some fruit, and then squeezed it into fresh & ldquo; juice & rdquo; gave it to your netizens, maybe your warehouse is full of juice that hasn't been sold yet.

you may have realized that this is an implantation activity promoted by the Yuehuo brand using the Kaixin Garden plug-in & mdash;—“ Yuehuo planting Competition & rdquo;. When you grow, harvest, or even steal vegetables in the garden, you unconsciously know the relevant information about Yuehuo fruit and vegetable juice, and want a real bottle of Yuehuo fruit and vegetable juice!

for both Cofco and the highly competitive beverage market, Yuehuo brand fruit and vegetable juice is a new face. How to open up a space for the brand to grow healthily in a very short time and on a small budget? and gain consumer recognition,

is the biggest challenge for Yuehuo brand.

strong > Yuehuo Brand implantation / strong >

strong > / strong > as the first fruit and vegetable juice brand of Cofco, Yuehuo was listed at the end of last year, but due to the influence of the objective economic environment, Yuehuo did not choose to be bombarded in TV media like traditional FMCG, but found a new way to point the finger at the Internet. In the choice of network platform, Yuehuo is looking for three intersections: the intersection of target consumer groups and network user groups; the intersection of brand proposition and network life form; and the intersection of product concepts and network technology concepts.

naturally, Kaixin entered the line of sight of Cofco. As early as June 2008, Cofco discussed cooperation with Kaixin, but failed because there was no advertising model at the beginning of Kaixin. Until February 2009, the advent of Kaixin Garden components allowed Cofco to find the export of the marketing Yuehuo brand. Most of the users of Kaixin are white-collar workers who work in cities, and their simple and happy life propositions in the virtual world they pursue coincide with those advocated by Yuehuo. And Kaixin Garden plug-in & ldquo; Natural planting and harvesting & rdquo; games provide an existing platform for Yuehuo fruit and vegetable juice natural and healthy products.

but at this time Cofco chose to continue to wait. At the beginning of the Kaixin Garden component, its popularity soared all the way, and users enjoyed farming, harvesting and stealing vegetables. But two months later, most users had risen to the highest level and had no interest in growing. Some community forums have appeared & ldquo; you are most likely tired of the Kaixin.com Garden game & rdquo; vote, most users choose & ldquo; has no new crops & rdquo; and & ldquo; become numbers with more money, meaningless & rdquo;, users' stickiness to garden plug-ins is weakening. Yuehuo brand finally arrived at the best time to plant Happy Garden.

strong > increased from zero to 50% / strong >

strong > / strong > on May 16th, 2009, & ldquo; Yuehuo planting Competition & rdquo; was officially launched. Users get the Yuehuo scene card directly in the prop store on the orchard interface, and then buy Yuehuo seeds in the seed store after installation, and then participate in the competition immediately after sowing.

Yuehuo Seeds in Kaixin Garden represent five product varieties of Yuehuo brand: red 5x 5, orange 5x 5, Yuehuo pomegranate, Yuehuo tomato, Yuehuo orange. Through the full fruit image performance and Kaixin Garden scene card, Yuehuo fresh and natural product concept has been skillfully implanted.

in the game, netizens can not only buy and plant ldquo; Joy Fruit Seeds & rdquo;, can also squeeze ripe Yuehuo fruit into Yuehuo juice, and give virtual juice to friends. The game also sets up such a link: every week, several users who have given virtual juice are randomly selected to get the right to give real juice. Turning virtual reality into reality, Kaixin has come up with a new trick.

As soon as the

event was launched, it was highly sought after. By the end of May, more than 400000 users had joined the Yuehuo fan group, and more than 5000 Yuehuo gift boxes had been given offline. At the same time, online activities also drive offline sales. Many consumers can tell the origin when buying fruit juice, because there are four scene cards in the game, which represent the raw material origin of Yuehuo fruit and vegetable juice. Different scene cards can make the fruits of the game mature ahead of time, so users are impressed by the origin of Yuehuo products.

At the same time, Yuehuo gives the simple, healthy and natural lifestyle advocated by Yuehuo to a virtual & ldquo; Yuehuo Girl & rdquo;, and sets up a fan group on Kaixin. Users can share and discuss all kinds of life with & ldquo; Yuehuo Girl & rdquo;. In

2 months, the number of people participating in the Yuehuo planting contest reached 22.8 million, the number of Yuehuo fan groups reached 580000, and the virtual juice was sent out 120 million times in the game. According to a research report by Stey Consulting, Yuehuo's brand mention rate has risen from zero to more than 50% in the past two months. Consumers' interest in Yuehuo is second only to Huiyuan's fruit juice products.

from unknown fruit and vegetable juice brands to being calmly accepted by consumers, Yuehuo fought a beautiful interactive marketing campaign with the help of Kaixin, which laid a good foundation for the follow-up market cultivation of the products.