Dove plays entertainment industry marketing, movies and drama network together

Remember the scene in "Du Lala's Promotion" where Du Lala ate Dove chocolate to relieve stress? This is part of Dove's entertainment marketing plan with the movie "Du Lala's Promotion". Later, Dove teamed up with Meng Jinghui's team to launch a customized drama "The Heart of a Chocolate". Dove's Heart of a Chocolate became a love link and interspersed throughout the drama. Recently, more than 100 million netizens have discovered that the rankings channel of the Cool Music Box that they use every day has completely become the Dove New Songs List, and is equipped with interactive games.

This is an era of entertainment. It is the essence of entertainment marketing to communicate with consumers in depth through movies, dramas, and music that consumers like to see and use to subtly enhance the brand's recognition and reputation. Dove officially uses these entertainment methods to smudge the delicacy of a chocolate grain into consumers 'emotions and lives. Without touching your taste buds, people can still feel the rich sweetness of this century-old chocolate brand. As Wei Wei, marketing director of Dove Brand, said, Dove Chocolate hopes to bring More Moments, More Places, More Smiles to the lives of all consumers.

Join hands with Du Lala to pursue the temptation of taste buds

As synonymous with a working woman, Du Lala has become a symbol of spirit and life deeply rooted in the hearts of the people. The movie "Du Lala's Promotion" starring Xu Jinglei has become a fashion model and aroused huge social outcry. Dove is embedded in this film and becomes Du Lala's motivation to eliminate work pressure and seek happiness and strength. Just a few simple scenes of chewing chocolate already highlight Dove's delicious and vibrant taste.

Customized drama breaks out of literary style

In addition to the simple revelation in "Du Lala's Promotion", in October, in order to coordinate with the launch of Dove's new chocolate voice, young director Yang Ting and China's pioneering master of contemporary drama Meng Jinghui created the drama "Voice of a Chocolate." Through drama, a form of expression that is currently very literary and artistic temperament, people's perceptions and aspirations about life are expressed in the process of transformation and growth of love, desires, reality, compromise and confrontation experienced by the people in the play. This is the same as Dove 's voice. The voice of chocolate wrapped in sugar wrap is very cleverly combined, and it is also organically combined with Dove 's voice collection activity. Maybe after you watch this drama, what you feel is the words on the next piece of Dove chocolate candy wrapper. Since the performance of this drama, it has attracted praise from many audiences. While people express their deep thoughts on the connotation of this drama, they also deeply remember the strong and pure brand feeling of Dove Chocolate.

It is this cooperation with high-quality entertainment forms that makes the entire temperament of Dove brand very fresh and elegant. There are still few such literary and artistic entertainment marketing. The reason why Dove is successful is that it has found the softest part of people's hearts and created an integrated spiritual experience.

Hand in hand with Cool Music and multiple senses to experience the charm of Dove's brand

This cooperation between Dove and Cool Music can be said to further deepen entertainment marketing. Through the Kuwo Music website as an entrance to communication, participation in music, games, reading, chocolate making and other aspects, we create multiple senses to experience Dove's charm together. As Dove Heart Chocolate and 43g are on the market, let more people experience the spiritual enjoyment that chocolate brings to people with different senses.

This online marketing specifically selects professional music websites like Kuwo. It is a very bold marketing attempt. It uses this very interactive music website to form an infinite charm that uses all senses to re-recognize this chocolate called Dove. First of all, Dove chose Cool Music Box, a ranking specifically set up for current popular music. The click-through rate of the Cool Me Music Rankings is very high. Dove uses this platform to customize the background of the exclusive Dove music Rankings. When more than 100 million Cool Me users search for hot songs, they can enter the chocolate-colored music created by Dove. The chart screen forms the first level of understanding of the Dove brand.

In addition to brand promotion on the music charts, Dove has also created a chocolate world that belongs entirely to Dove for her 43g and new products. The Cool Music Box is the messenger who leads everyone into that wonderful world. While clicking on the rankings of the Cool Music Box, in addition to seeing the color background of Dove's classic milk chocolate, a game session is also set up at the bottom, which is the entrance to the world of Dove's chocolate.

In 60 seconds, move the mouse to catch the chocolates and candies falling from the sky. If you earn points, you can directly click the pop-up link and enter the Dove official website. There, you can fully understand Dove through reading, making, listening, etc., a century-old chocolate brand.