Together with JD Finance, VV Group initiated a dialog with young people by implementing the Red Packets Activity, exploring the young consumers-targeted scene marketing, and marking the first shot of cross-brand marketing…
Working with JD Finance, VV Group is on the way to expand its consumer groups
How to grasp the daily need of young consumers has become the top priority of enterprises since the Internet-based marketing modes are changing fast. Only when brands meet young people’s need and match their life style, they can stand out from the new-typed Internet-based scene marketing.
Last year, VV Group worked with Alipay and Ele.me to giveSoymilkfor free if the breakfast was ordered in Ele.me, and cooperated with IM COMING to whip up a funny Storm on campus. It also developed an off-line activity, themed as “nly VV Soybean Milk can Cool Down the Heat of your Mouth”. All those Internet-based scene marketing campaigns have shown that VV Group is on the way to make young people happier, and have lifted a series of “making you laugh” storms among young consumers.
But this time, together with JD Finance, VV Group initiated a dialog with young people by implementing the Red Packets Activity, exploring the young consumers-targeted scene marketing, and marking the first shot of cross-brand marketing…
JD Finance, subject to JD.com, is an APP which regards young people as its targeted users and covers all consumption levels related to life and entertainments of young people. What it circles is highly the same as what VV Soybean Milk does.
The Red Packets Activity has not only enhanced VV Group’s influence but also expanded its consumption groups. Cooperating with JD Finance, VV Group has upgraded its consumption levels, attracted more consumers for its on-line sales and let more young consumers know that this classical brand, “VV Soybean Milk Brings Joy and Smile”, is talking to them.
Communicating with young people can makes VV Soybean Milk brand much younger.
Last month, VV vegetable protein shake has exploded in popularity after it was launched. It has received positive feedback and reputation on the market. With its trending positioning, fancy package and convenient product carrier, the shake has quickly received warm welcome among the young generation. While it fulfills the lifestyle demands of young generation, it also boosts the brand impact.
While maintaining nutrition and quality, VV tries to bring customers trendy, convenient and fancy products to fulfill their needs in different shopping scenarios.
Under cashless payment trend, online cross-over marketing has become a part of brand rejuvenation. The cooperation of VV with JD Finance for red packets symbolizes a trend of online marketing. Through crossover, brand can be spread in different areas and make itself more visible to customers, thus generating purchasing power.
Unlike previous times, VV has turned to focus on expanding brand impact. Most of previous cooperations were to establish bonds between VV products and other brands as well as customers through WEIWEI soybean milk drink. Instead, the crossover with JD Finance this time focuses on brand value extension. Through Red Packets campaign, it connects with customers and leverages its brand to voice, to cooperate and to communicate with the youth, with online marketing model extended to get more people know VV and rejuvenate VV.
In the future, VV will explore “Internet+” strategy in an in-depth manner, further fulfilling young, trendy and personalized consumption demand and innovating more new marketing models.