Oishi — Optimize Younger Generation’s Power
As the younger generation has gradually become the main force of social consumption, more and more brands have begun to pay attention to the topic of “rejuvenation”.
Oishi defines its brand as delicious and fun food, and it is Oishi’s mission to bring smiles and fun to customers. The slogan of the brand is: “A good taste starts with Oishi.” Oishi launched its short video integrated marketing campaign since January, 2019.
Using the public domain traffic for advertising, focusing on exposure. Oishi selects festival nodes, use public domain traffic to boost content marketing; Oishi’s campaign has wide coverage of communication channels. The dissemination platforms covers TikTok, weibo, red, etc. Through multi-platform linkage, use short videos, live broadcasts and other forms for full platform publicity. This campaign has strong online and offline linkage, through the videos released by influencers, attracts users to participate, which increase the popularity of topics and form hot event marketing.
Oishi customized operating corporate accounts to precipitate private domain traffic.Customized content production strategies, fixed shooting locations and personal settings, enable fans to quickly build an impression, create the label of “the company where fans most want to work”, strengthen account (brand) personal settings, and create content creatively. It has three main push centers. Prop creativity, plot reversal, and hotspot regeneration have formed the key to content style.
Oishi left many works during this campaign. For example, in order to promote oishi’s new products, oishi released the stream of consciousness advertisement created by a famous director through novel advertising design, which attracted the attention of the audience and increased the popularity; Oishi conquers TikTok with first ever Shrimp-fluencer created by TBWA\Santiago Manganda Puno, Oishi creates a AR filter for the visional fluencer to promote the topic and provide a event for TikTok users to dance with the Shrimp-fluencer; Oishi &Yibo Wang performs “science fiction blockbuster”, the “different world” constructed by the short film combines the taste and power of the product, and expresses the unique imagination of the mustard dungeon in a fantasy lens language, giving people a sci-fi and immersive 3D visual enjoyment, and enhance The overall visual impact.
This campaign is effective to reach its consumers, Oishi’s main consumer group is young people between the ages of 6 and 30. This group is also the main user of short videos. The high usage time and frequency gives Oishi a large number of exposure opportunities. Therefore, it is not difficult for us to judge that Oishi’s communication audience on the short video platform is highly compatible with the overall short video users. From data collected, we can say this campaign is successful:#上好佳疯狂佳期嘉年华# The event was on the TikTok hot search list, and offline events formed a place for online celebrities to check in; @朝食集 Combined with Christmas hotspots, we have soft implanted Oishi Shrimp Crackers. The video has 890,000 likes, 15,000 comments, and 123,000 reposts. It is a veritable hot video. At present, this commercial video is still regarded as a high-quality video by the expert, and it has always been on the top; During the operation of @上好佳 Enterprise Blue V account, it took three months to cold start the account, completing the increase of 125,000 fans on the TikTok platform, with a total interaction volume of 503,000 and a total playback volume of 16.51 million.
