At the just-concluded 2019 Golden Pupil Awards award ceremony, [Goodbaby Group Sharon New Media IP Project] won the gold award for the best self-media content model innovation. The same group that won the best self-media campaign and self-media best communication effect gold awards were “Alipay Koi” social marketing project and “Creation 101 Wang Ju” cases. The awards of these excellent self-media cases have great historical significance and commercial value.
Founded in 2011 , the Golden Pupil Award is directed by the China Business Advertising Association ( CAAC ) and hosted by the advertising platform, the first platform in the communications industry. It is the first authoritative award in Greater China to determine the commercial value of content marketing.
一直引领行业发展的风向，每年都引发各大品牌及广告代理商的争相角逐。 Because of the professionalism, authority, and fairness of the Golden Pupil Award , it has accumulated an extremely high reputation in the industry for 9 years since its establishment, and has always led the industry's development trend. Each year, major brands and advertising agencies compete for each other.
This year, a total of 1,518 works have been registered for the selection. All 86 awards were selected by an authoritative final judging panel composed of 86 senior reviewers led by Li Xisha, president of the China Business Advertising Association, and executives of major companies in the advertising industry .
Chen Jun, Marketing Director of Goodbaby Group, attended the award ceremony.
Harvest heavy trophies.
Endless stream of creative explosions,
Douyin, Ali, Netease, Alipay and other fun Internet marketing
Gold pupil awards gathered by experts,
How does Goodbaby Group win the Gold Award for Model Innovation?
Today, after the 90/95 generation of online Aboriginal people have become mainstream consumers of mother and baby products, Goodbaby hopes to interact with these young users more warmly and let more people know about Goodbaby's brand, so boldly tried multi-dimensionally in new media Sharon IP is developed on the platform.
Based on this IP, the company can better communicate with the outside world and enhance the brand influence of the Goodbaby Group. This is the bold innovation of Goodbaby Group in content marketing, and it also creates a new way for enterprises to communicate with users.
The brand image of Goodbaby is empowered through "Sharon IP" , which makes the brand more authentic, fashionable and intimate. It also brings the brand closer to mainstream young parents, and finally narrows the distance between goodbaby and users.
IP 定位 Precise IP positioning
The operation team uses Sharon's own characteristics to carry out all aspects of IP shaping from the perspectives of " workplace elite " , " young talent " , and " mother KOL" . Over the past year, social account influence has been established on Weibo, WeChat, Instagram and other platforms, and the total number of fans on each platform has increased by more than one million.
Through the connection of the MCN institution, the account participates in the official organization
New Year's Day and 38 Girls' Day,
Gained high exposure and interaction
Content marketing, quality content oriented. In addition to striving to create explosive content, the operation team also cleverly demonstrated the corporate culture and various products of Goodbaby Group through high-quality content, and formed a good interaction with users in the comment area.
Multiple contents on Weibo and WeChat were reprinted and reprinted by the official account and industry and expert accounts for interaction;
I know that the above contents are included in large columns, and have been selected into the "Child Education" and "Parenting" topic wall of friends with the mother and baby large V rice cake mother, budding research institute, etc .;
On today's headline platform, Sharon IP was awarded the "Quality Parenting Creator" certification, and many graphic content won the Qingyun Plan Award, bonuses and priority promotion rights.
These contents have reached tens of millions of users, allowing them to have a comprehensive understanding of Goodbaby's corporate culture and products, which has played a very positive role in empowering the brand's personality.
The operation team also created a series of online and offline PR activities, combined with these public activities of Sharon, for external publicity and brand communication.
The activities include brand attendance, competition judges, celebrity interaction, variety show recording, media interviews, etc., increasing personal influence in multiple dimensions, giving full play to the value of IP , and enhancing the brand influence of good kids.
A good boy with a history of 30 years has always regarded innovation, quality and standards as the cornerstone of enterprise development. The R & D, supply chain and other teams have been constantly innovating, so they have also innovated in the marketing model.
The gold pupil award this time is a recognition of Good Boy's innovative IP marketing model. In the future, Goodbaby will continue to be bold and innovative in the marketing model, always aware of the childcare needs of young parent groups, and constantly introduce new ones, leading the development of the entire industry with new products, new technologies and new trends.
It is reported that the agent of the Goodbaby Group's "Sharon New Media IP Creation Project" is Qingteng Culture . This time, Ivy won three awards in different categories in the Golden Pupil Award.
As a comprehensive media company integrating MCN, variety productions and integrated marketing, Qingteng constantly creates new gameplay strategies for customers' marketing communication needs based on its own resources, maximizes the communication effect, and empowers corporate brands.
The MCN business of Qingteng Culture is divided into two sections , Qingteng Mother and Child focusing on the new media matrix of mothers and babies, and Qingteng Young , which focuses on beauty and food . Among them, Qingteng Maternal and Child is the top domestic new media matrix for mothers and babies. It has dozens of new media accounts represented by @DrG 科学 育儿, @ 董 完了 , @ 小冯 妹子 , etc. for brand and product marketing Communication creates rich resources and channels.
The "Sharon New Media IP Building Project" won the gold award of the best self-media content model innovation award, which also fully proves that Ito Culture has innovative thinking for corporate customers . Based on the principle of using content to impress users, Qingteng Culture continues to produce effective marketing value for customer brands .
Write at the end
In the current brand marketing and public relations, the communication environment is undergoing tremendous changes, and the brand's marketing objectives are changing from a pure pursuit of exposure to becoming more diversified. The strength of the connection between the brand and the user also reflects the brand influence of the company online to a certain extent.
It is becoming more important than ever for companies to accumulate their own social assets through refined operations . We see that more and more companies have begun to use MCN to integrate media resources and improve marketing efficiency, so as to build a bridge of refined communication with users. We will wait and see what innovative gameplay will emerge in the future!
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This article is reproduced from the advertising door