Caption: Douyin Life Service helps Shanghai aunts hold hands with Zhang Jie’s concert. Photo courtesy of interviewee
As a life service partner of Zhang Jie’s 2024 tour, Douyin Life Service helps Shanghai aunts launch the joint product of Zhang Jie’s Shanghai tour - "Wei· Live bound for 1982 Double Cup Package”. Recently, the co-branded products were put on the shelves of 700+ Aunty stores in 12 cities in Shanghai and sold on the Douyin platform. The stores in many cities were sold out within 10 minutes of going online. This co-branded product has created a new model of cooperative marketing between tea drink brands and concert IPs. . The popularity of
offline has attracted heated discussions among netizens online. Fans on Douyin are enthusiastic about voluntary ugc submissions. The topic #张杰2024concerthuntingplan#张杰沪auntie’s co-branded views exceeded 10 million, which directly attracted the Shanghai aunties on the same day. The search index of Douyin rose by 150.32%, reaching the highest peak in the past year; the Weibo topic #沪上aunt Zhangjie# topped the list of hot searches on Weibo in half an hour, and stayed on the list for more than 10 hours. It has driven a significant increase in the number of real-time online users of Shanghai Aunty’s Douyin live broadcast room.
With the help of Douyin’s life service, while the popularity of the Shanghai Auntie brand has increased, it has also gained new customer groups. It is reported that the sales and user acquisition data of the Shanghai Aunty co-branded product increased significantly on the first day compared with before the launch. Within 10 minutes of being launched on the Douyin platform, sales exceeded 10,000 copies. In addition to the "crazy rush" of
, it can't help but make people think. Competition in the tea industry is fierce, and co-branding methods are endless. Why is this co-branding event by Shanghai Aunty able to trigger a double harvest of both publicity and sales?
It is understood that Douyin Life Service has become a life service partner of Zhang Jie’s 2024 tour by leveraging its own star resources and content dissemination advantages, and provided Shanghai aunties with co-branded cooperation opportunities at the first stop in Shanghai. This move has opened up an innovative model for tea brand and concert marketing. For consumers, buying milk tea is consuming a kind of "ready-to-eat" happiness. If you can also add the opportunity of "concert peripherals" and "lottery tickets", It will definitely stimulate fans' purchasing enthusiasm to a great extent. This joint event of
opens up a new model of tea and drink co-branding, providing merchants with a full link from celebrity content planting to offline transaction conversion to online social sharing. From celebrity live broadcasts, short video store visits, film and television drama cooperation to today's concert IP cooperation, Douyin Life Services has opened up a new track and gameplay for merchants in the field of entertainment marketing, helping brand merchants to leverage the influence of stars and the economic effects of fans , attract new consumer groups and promote continued business growth.
Xinmin Evening News reporter Jin Zhigang
