The 2024 Chubang Family Festival, with the theme of "My family's health is my happiness - starts with taste", will be in the daily life of every family in May and June.
Chubang focuses on the family, creating Family Festival into a brand activity, covering marketing nodes throughout the year, penetrating into users' lives, and arousing people's high attention to family value.
The creation of a major brand event, the initiative of International Family Day, the release of a brand blockbuster, and the comprehensive planting of many experts, with the flavor of Shouweijia running through it, connecting strong resources, conveying brand value, and Chubang succeeds There are countless "fans", which has increased the popularity of the KitchenBang Family Festival.
From preparation, heat accumulation, climax, to topic fermentation, Chubang has steadily and orderly promoted the publicity strategy of "big drama debut + authoritative media endorsement + anchoring family emotions + KOL active response", achieving a cumulative total of over 2.4 billion on the entire network times of exposure, forming a promotional model that is very characteristic of Chubang. At the same time, by strengthening the connection between "the taste of love = the taste of Chinese families = the taste of ChuBang", ChuBang "makes life more flavorful"!
Taking advantage of the trend, the IP of the hit drama is out of the circle, and multi-platform linkage detonates the buzz.
The fresh and bright green grid symbol, the cute gourd bottle, the Chubang 30% salt-reduced premium light soy sauce that reduces salt but does not reduce freshness... "Chubang" frequently appears in popular dramas.
Under the change of "drama", KitchenBang took advantage of the popular drama IP to get out of the industry, using high-quality dramas to match brand value in two directions, and explored a new model for drama marketing.
Chubang made a sure bet on the annual hit IP drama "Qing Yu Nian Season 2", and accurately launched scene-based promotions, reaching 297 million people. Shenzhen Satellite TV's Golden Theater "Thank You for Warming Me" integrated brand promotion into the scene and plot, reaching 890 million people, achieving rapid brand exposure.
Hunan Satellite TV and the network jointly collaborated on the hit dramas "Another Kind of Blue" and "The Time Is Right", which reached 70 million and 87 million viewers respectively, grabbing the attention of drama-watching users.
On the long-form video side,Chubang followed up on popular dramas such as "Dark Fire" and achieved the spread of brand reputation with more than 1 billion ad exposures.
In addition to major dramas, Chubang has taken advantage of the opportunity to link up with multiple points on platforms such as Weibo and Douyin to quickly introduce the topic of "going home to eat", which effectively matches the family, family ties and other elements in the hit drama IP. Consolidating Chubang’s brand image and achieving a screen-level marketing event.
With the support of authoritative media, the topic of "Cooking Nation calls you home for dinner" has exploded across the Internet, and the popularity of the brand continues to rise. Behind the "taste" and more heart-centered Chubang Family Festival, it shows the national seasoning brand - Chubang's deep concern for the social and family values. By exploring the value of emotional marketing, Chubang objectively conveys the concept of healthy eating and amplifies the social effect of "eating at home".
Anchor family emotions, focus on touching people's hearts
Look for ordinary people's home scenes, restore the reality of life, record the love of family, and show the power of "warmth". On May 15, Chubang focused on a simple life with three meals a day and four seasons. On the "International Day of Families", it officially launched its annual event - "2024 Chowbang Family Festival", successfully motivating consumers to go home to eat.
Chubang conducts online and offline topic interactions on 520 Confession Day, Children's Day, Dragon Boat Festival and other nodes, making the "taste of home" come alive under the seasoning of Chubang. In offline terminal consumption venues, Chubang fully applies Family Festival KV and theme materials to various terminal sales channels to create a National Family Festival atmosphere.
With the entry point of "my family's health is my happiness", Chubang works with users in both directions, allowing Chubang to gain a lot of favor from users. It not only creates a strong brand imprint, but also deeply conveys the brand core of Chubang to represent and protect the taste of Chinese families.
KOL actively responded to "Home and Love" with nearly 100 million traffic showing its national appeal
For two consecutive months, topics related to the KitchenBang Family Festival have continued to dominate the screen:
#chubangcallsyougo home for dinner# became a hot search on Weibo, with a total of 85.105 million reads and 120,000 interactions.
#2024chubangfamilyfest# The Weibo topic has been read 10.58 million times and interacted 88,000 times; it triggered responses from life and food experts and bloggers on Weibo and Douyin, with the total reading volume exceeding 33.8 million times...
From diversified marketing to the accumulation of high-quality content, the ChuBang communication keyword #GoHomeEat# has been included in the Weibo network keyword cloud. Even if you search for the keyword "super light soy sauce", the Chubang brand name will pop up directly.
This fully reflects the strong appeal of Chubang as a national condiment, and also deeply strengthens the brand relevance of "the taste of love = the taste of Chinese families = the taste of Chubang". In just two months since KitchenBang launched the Family Festival, it has successfully integrated family culture, healthy eating concepts and consumer emotions.
Get closer to people's hearts and enter life. Chubang will continue to take emotional marketing as its core strategy and use high-quality and warm products and services to deliver the happiness and warmth of the home.
2024 KitchenBang Family Festival, the excitement is yet to be continued...