tianxiaxiu helps pearl river bridge with its marketing on xiaohongshu: a new breakthrough for the time-honored brand, and its grass-roots strategy wins the core gold award
2024-09-25
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recently, the 2024 clarivate international innovation festival and clarivate innovation award ceremony was successfully held in beijing, guided by the beijing advertising association, hosted by the clarivate international innovation festival organizing committee, and organized by adhome information technology (beijing) co., ltd. it is reported that this year's clarivate innovation award collected more than 1,900 works, and after strict online and offline screening, in the fierce competition of this year's clarivate innovation award, the tianxiaxiu x pearl river bridge little red book featured grass-seeking product effect case finally won the gold award in the brand innovation category.
new brand positioning: leading with cantonese flavor, opening a new era in the domestic market
pearl river bridge, deeply rooted in the fertile soil of "chinese time-honored brands", joins hands with tianxiaxiu, a new economy platform enterprise of internet celebrities, to accurately anchor the dual pursuit of high quality and authentic flavors of domestic consumers with a new attitude of "master of cantonese cuisine seasoning". this strategic positioning is not only a tribute and inheritance to the brand's profound cultural heritage, but also an accurate capture and response to the aesthetics of modern life. through xiaohongshu, a young and vibrant content platform, pearl river bridge cleverly presents the essence of cantonese flavor in a story-telling and scenario-based way, building a deep emotional connection between the brand and consumers, and opening a new chapter in the domestic market.
creative strategy and media execution: the two driving forces for creating hit products
pearl river bridge x tianxiaxiu keenly observed the subtle changes in the condiment market, focusing on a series of products such as soy sauce chicken feet sauce, barbecued pork sauce, and soy sauce pork ribs sauce. through the cooperation with 33 influencers, the xiaohongshu grass-planting notes not only stimulated users' desire to buy, but also created a good reputation for the brand, achieving a seamless connection from content to consumption. during the release period, the notes showed a super high level of interaction, fully demonstrating users' love and recognition of the brand.
in terms of creative strategy, the pearl river bridge and tianxiaxiu teams adhere to the concept of "content is king" and plan a series of highly interactive and highly communicative marketing activities around user interests. from the reproduction of classic dishes to the cross-border integration of creative recipes, every step strives to touch the hearts of consumers. at the media execution level, the team accurately screens kols, optimizes content output, and ensures that brand information can accurately reach the target population through efficient traffic strategies. what is particularly eye-catching is that when searching for keywords such as glutinous rice sweet vinegar, tianding sweet vinegar, and pig's feet ginger, the promotion content of this time is cleverly integrated, which gives priority to occupying the minds of users and further deepens the brand impression.
remarkable results: brand innovation bears fruit
through this cooperation, pearl river bridge not only achieved a double leap in brand awareness and market share, but also firmly established the brand image of "master of cantonese cuisine seasoning" in the minds of consumers. it is worth mentioning that this marketing campaign has received more than 10 million exposures, effectively enhancing the brand voice of pearl river bridge and further consolidating its leading position in the market. in the future, pearl river bridge will continue to work with tianxiaxiu to deepen its presence in the seasoning market, and jointly write a new glory for the seasoning industry with a richer product matrix and a marketing strategy that is closer to consumer needs.
as a co-creator and leader in the field of influencer marketing, tianxiaxiu is constantly consolidating and optimizing the foundation of the influencer economy ecosystem it has established in the web2.0 era. in the future, it will continue to create a series of high-quality marketing cases, drive the iterative upgrade of the digital marketing ecosystem, and deeply empower brands to achieve diversified development.
