How does celebrity marketing promote brand-effect integration? Fuerjia x Cheng Yi officially announces endorsement, interpreting advanced gameplay
2024-08-20
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Fulijia reveals another big move!
In just 38 hours, it attracted 420 million readings and over 20 million interactions, topping the list of official endorsements announced this week, covering more than 10 first-tier and new first-tier cities across the country, and overwhelming giant screens in shopping districts, subways, high-speed railways, and elevator advertisements... This is the global brand spokesperson ranking that Fulijia gave to Cheng Yi.
In the era of information explosion and traffic, not only has celebrity marketing become routine, but consumers are also more rational in their consumption. Giving a niche brand a title of endorsement, signing contracts on a quarterly or even monthly basis, and relying solely on traffic to harvest sales in the short term are no longer the only rules. How brands can stand out in the red ocean of celebrity marketing, while avoiding the risk of "turnover", obtaining a wider range of traffic support, and promoting brand-effect integration has become an important proposition.
This year, many brand spokespersons have been launched. Among them, Fuerjia, which officially announced Cheng Yi as its global brand spokesperson, has created a star marketing phenomenon. Not only has it achieved great success in traffic and sales, but it has also deeply implanted the brand value of "both inside and outside" into the minds of consumers, truly achieving the unity of product and effect.
Fuerjia officially announces Cheng Yi
Volume+SalesDouble-sided empowerment
On August 10, Fu Erjia and Cheng Yi released a co-creation Weibo, officially announcing the event.
Since his debut, Cheng Yi has been working hard on his acting skills, creating many classic roles such as Yu Sifeng that have been deeply rooted in people's hearts. From the gentle jade in costume dramas to the fashionable and avant-garde in modern dramas, he won the recognition and love of the audience with his outstanding performance in "Lotus Tower" last year, and has a good influence at home and abroad. Whether it is the interpretation of "external" or the creation of internal strength, Cheng Yi is highly consistent with the brand value of "both inside and outside" of Fuerjia.
At the same time, Fuerjia focuses on R&D and technological innovation, striving to make every inch of skin feel the dual care from technology and nature. Both parties adhere to their original aspirations and make steady progress in their respective fields, which makes the cooperation between the two parties seem natural.
Faced with such a spokesperson, Fuerjia naturally spared no effort.
Faced with Cheng Yi's huge fan base, Fulijia decisively chose the Weibo platform as its main online battlefield. It not only covered multiple advertising positions such as Weibo's opening screen, hot searches, and homepage banners, but also customized Weibo brand moments, official Weibo confession boxes, like special effects, etc., to unlock more exciting interactive experiences.
Offline, it has more high-profile contracting of outdoor advertising scenes such as giant screens in business districts, subways, high-speed railways, and elevator advertising spaces in more than 10 first-tier and new first-tier cities across the country, with a high frequency of exposure to endorsement TVCs and posters, giving it enough face, which has attracted fans to exclaim that "it's so attentive."
The three-dimensional brand communication matrix, with a comprehensive and refined layout online and offline, quickly created the first wave of brand awareness. Related topics such as #成毅芙尔佳全球品牌代言人# quickly topped the Weibo hot search list, accumulating 420 million views, 9.14 million discussions and more than 20 million interactive voices.
In addition, Fuerjia also deeply explored the needs of fans and launched limited gift boxes and limited peripherals such as small cards, pillows, and standees. Fans spontaneously supported and gave continuous praise, further consolidating the positive effect of this cooperation.
In its base in Harbin, Fulijia also set up an experiential pop-up store on the street, creating an immersive experience in multiple dimensions. It successfully attracted a large number of consumers and fans to actively participate and conduct secondary dissemination, bringing organic conversion of word-of-mouth and traffic to the brand, while also gradually expanding the circle from core fans to the pan-entertainment group.
This is a very standard celebrity marketing operation. Thanks to Fulijia's deep insight into the fan circle and accurate grasp of the marketing pulse, it not only enabled the brand's voice to grow exponentially, but also achieved a deep connection between the brand and consumers through multi-touchpoint and multi-form interactions, achieving a win-win situation of fan emotional resonance and commercial conversion, allowing the brand value of "both inside and outside" to be widely disseminated, and also more conducive to the later sedimentation of fans into brand users.
Scientific research strength
Helping domestic brands to move up
If a brand knows how to market, it will naturally move faster, but what determines whether a brand can go further naturally comes from its solid product strength.
As a new domestic brand, Fuerjia has never stopped its independent research and development. Previously, Fuerjia has worked with top domestic scientific research institutions to carry out industry-university-research cooperation projects with universities and research institutes such as Harbin Institute of Technology, Jiangnan University, Sichuan University, and the Kunming Institute of Botany, Chinese Academy of Sciences, to develop supramolecular materials, new plant extract research, product technology and formula upgrades, and a series of results have been achieved.
Recently, the Shanghai R&D Center of Fuljia was unveiled, with a total area of 1,200 square meters, half of which is an experimental area. The R&D center is benchmarked against the international forefront of industry construction and is equipped with world-leading R&D equipment such as polarized light microscopes, stability analyzers, and nanoparticle size analyzers to meet the scientific research work of raw materials, formulas, packaging materials development and related evaluation and analysis, and to control R&D, production and quality to higher standards.
Relying on its strong R&D capabilities, Fuljia has been continuously improving its product strength. It now has more than 40 skin care products, mainly dressings, patches, and masks, and has also expanded to include water, essences, lotions, sprays, freeze-dried powders and other functional skin care products. It has not only broken the industry's previous stereotype of "focusing on marketing and neglecting R&D", but also met consumers' diversified skin care needs.
In addition to celebrity endorsements, Fuerjia has also attracted many celebrities and internet celebrities at home and abroad to recommend it. Recently, Tik Tok internet celebrity Madeline Argy, who has 8 million followers, took the initiative to share Fuerjia facial masks in her Vlog. Fuerjia can be said to have broken doubts with its hard power and went abroad.
In the fiercely competitive global beauty market, domestic beauty products still have a long way to go, and marketing has never been a magic weapon for success.
As the leading company in the domestic medical dressing industry, Fuerjia has always been clear about why it came into being. It does not regard marketing as a simple traffic game, but closely combines it with the continuous improvement of product strength. This strategic thinking that organically integrates "soft power" and "hard power" can not only help the brand achieve significant market performance in the short term, but also lay a solid foundation for its long-term development.
Marketing advancement is breaking through the circle at a rapid pace, and product innovation is moving forward steadily. Only with the dual-wheel drive can we push the brand to a higher level, contribute to the rise of domestic brands, and let the world see the technological confidence of Chinese beauty.
