Establish an independent community section on the platform of Douguo.com——Delicious Food Circle, and integrate hard advertising with operation to enlarge exposure.
In addition to hard advertising, multi-level and multi-angle content operation has become a highlight of this marketing activity.
Attract the attention from fans by releasing multi-level contents of recipes, daily posts, videos and activities and setting up exclusive Midea E-mall, with information on the launched brands released through the platform of dynamic information of friends afterwards.
Hold theme activities regularly, such as the solicitation of Midea home appliance recipes and product trials. Increase the users’ focus and interaction frequencies on the brand of Media while conducting product promotion.
Release Midea home appliance recipes regularly, which have been fully displayed on the webpage of recipes and the homepage of APP.
Release quality videos of Midea home appliance recipes to directly demonstrate the product performance via the section of delicious-food video on Douguo.com.
Develop and release the posts related to the brand of Midea regularly and make the posts the most popular to achieve higher exposure and display.
Conduct in-time and in-depth interaction and communication with users and answer the questions raised by users to facilitate making Midea an indispensable part of the lives of consumers.
For example of the contents of video recipe: http://www.douguo.com/cookbook/1394673.html
The following screenshots are respectively:
Midea official account: Relevant information on Midea delicious food
Activity degree of Midea Delicious Food Circle
Information on the users posting and activity holding of Midea Delicious Food Circle
Effects of looting activity (in form of posting) at Midea Delicious Food Circle
Hard advertising at Midea Delicious Food Circle
Hot activities at Midea Delicious Food Circle (activity on special page)
Relevant contents on users’ questions about the brand
Users’ recognition of the brand
Brand-related recipes released by users
Brand-related posts released by users
>>>EFFECTS & FEEDBACKS<<<
Midea customers were quite satisfied with the performance of the 2016 project. Based on the operation needs of Midea, Alleys Group provided the most professional opinions and best services for the customers both in form and in contents. The KPI plan set in for the project was over-fulfilled, the brand of Midea was more exposed, and customers’ preference, recommendation inclination and brand viscosity toward the brand of Midea were enhanced by a great margin, which effectively promoted the sales increase. A lot of consumers made inquiry about the product information at douguo.com.
Data on specific effect (by November 20):
The number of fans with the account of Midea Delicious Food has reached 59,608;
The account of Midea Delicious Food has released 283 original posts at Delicious Food Circle;
The users have released 3,952 original posts at Delicious Food Circle;
The total number of replies by users at Delicious Food Circle has reached 316,252;
49 Midea recipes with pictures and texts have been viewed for 3,493,640 times;
49 Midea recipes with pictures and texts have been taken as favorite for 130,897 times;
The total view of 6 Midea video recipes has reached 885,784 times;
The total PV value of the activities held by Midea has reached 745,426.