Many brands sign celebrity spokespersons, often simply pursuing traffic and ignoring tonality. In fact, today's new generation of consumers have clear opinions, attitudes and values, so it is particularly important to match the tonality of stars and brands when choosing celebrity spokespersons.
Therefore, as the leading brand of diamond jewelry in the mid-to-high-end mainstream market, Chow Tai Sang Jewelry has set its sights on Ren Jialun, a powerful actor who holds many popular explosive dramas, and jointly launched a perfect "high-profile" official announcement.
Tonality can shine.
This is also the reason why Chow Tai Sang Jewellery and Allen hit it off-continuous breakthrough and transcendence have made the bright light in their hearts.
Zhou Dasheng, who has been deeply involved in the jewelry industry for more than 20 years, currently has 4,500+stores in China and is the first echelon brand of Chinese jewelry brands. In the strong domestic jewelry market, Chow Tai Sang Jewelry can stand out, mainly due to its control and persistence in quality. Chow Tai Sang Jewellery also constantly explores the brand-new cutting technology of high-quality diamonds, creates exquisite products with wisdom and ingenuity, talks with the power of the times, and always adheres to the dream of "building a jewelry kingdom".
Go and shine enthusiastically. It is precisely because of this high degree of fit that the brand and the spokesperson bless each other, and through the multifaceted image of the spokesperson, the brand concept of Zhou Dasheng is more vividly conveyed to consumers, and the connection between * * * sparks, and together with consumers, they achieve "brilliance".
Build a new marketing concept around the high fit between brand and spokesperson.
Any star's marketing activities should have a meeting point to support the whole communication. Chow Tai Sang Jewelry signed a contract with Allen to "store ornaments and start a shining journey". It not only implies the meaning of the official spokesperson, but also contains the expectation that Allen, Chow Tai Sang Jewelry and consumers will jointly start a shining journey.
On April 10, the official announced that Weibo, Tik Tok double screen, Weibo hot search, big window and other gold exposure resources were launched. # Allen's endorsement of Zhou Dasheng # became the main topic, and netizens actively participated in raising the topic's popularity, prompting it to quickly rank sixth in Weibo's hot search. Weibo's topic was read 600 million times and discussed 654.38+0.48 million times. The sub-topic # Lun Jia remains unchanged, and the reading volume of college students about # topic Weibo has reached 70 million.
On April 1 1, the spokesperson Allen was born, and made birthday posters and video tidbits to attract fans to participate. In addition, in order to further promote brand promotion, Chow Tai Sang Jewellery, with its spokesperson Allen as the core, lit up the C landmarks of nine cities including Beijing Jianguomen, Guangzhou Guangxiansen, Shenzhen Big Signboard and Chengdu Whale Wall, and launched official publicity activities in an all-round way, giving fans a sense of ceremony and "glory", laying the foundation for the transformation of star powder into brand powder.
Online and offline interaction to create a brand star cp, fans gathered to respond
The official star announcement of Chow Tai Sang Jewellery is not only a "smug" brand, but also a carnival with high participation of fans.
On the Internet, Chow Tai Sang Jewellery allows spokespersons' fans to get news and gather quickly to participate in the discussion of official announcements through social platforms such as Weibo and Tik Tok. At the same time, with the help of Allen's hit drama "Like water, the old friend returns", the brand and the drama party authorized to jointly produce several large tail fish necklaces as shopkeepers to push money and guide fans to the store through online marketing.
Offline, Zhou Dasheng has also created a strong endorsement atmosphere from the aspects of store design and material output, so that fans who meet offline can live up to expectations and post independently online, forming "tap water" communication, realizing traffic fission and brand value output.
Go in two directions and start a new shining journey.
Chow Tai Sang Jewellery's online and offline marketing centered on the official announcement that Lun Jia is the spokesperson reflects the brand's powerful marketing "circle-breaking power", further deepens the concept of brand "born to love" and enhances brand awareness. Only when the values of the two are similar can they be recognized by consumers, which is conducive to conveying the convergence of the two sides in the later period, building an effective communication bridge through the interaction between stars and fans, and finally shining.
The two-way trip between Chow Tai Sang Jewellery and Allen, with the empowerment of a brand-new spokesperson Allen, started a new shining journey.