Tmall Super Launch X Lee Unveils Brand New Strategy Of "Releasing" 2020 Brand

On April 19, Lee, the classic Cowboy brand, joined hands with tmall to launch a new brand concept - "I'll take this set". At this super conference of tmall, we focused on the five core communication circles, LEE It breaks the Convention and adopts the new release form of immersive sitcom and cowboy fashion show, which brings consumers a sensory feast of online publishing trend. As a taster of online release, Lee and tmall super conference set a benchmark for the "online release" of the industry in the future with a brand-new release mode and scene experience.

Online sitcom subverts publishing imagination and builds a new model of brand marketing

As the first to open the tmall super press conference Clothing brand Lee broke the traditional form of the press conference, in which the sitcom and the fashion show were presented alternately. Fashion experts and a group of models performed the personality display of the brand-new brand concept of "I'm on this set" in the five circles of sneakers, shopping, video games, fashion games and talk shows. The updated visual experience and content expression fully aroused the audience's resonance.

During the super conference period of tmall, online release fully broke the limitations of time and space, and greatly increased the number of people who reached the conference immediately. The content aggregation position created by immersive experience scene and tmall super press conference provides brand-new stage for brand to show itself. Brand can communicate with consumers by providing high-quality and innovative self-produced video content, establish brand personality, convey brand concept in an all-round way, and deepen user stickiness.

Help brands to create BGC aggregate content and enrich three-dimensional communication

As the BGC (branding generated content) official release platform created by tmall for the top brand, tmall super press conference helps the brand to build a one-stop blockbuster event, from fragmented dissemination to centralized detonation.

During the warm-up period, fans can watch Peng YuYan's official TVC blockbuster and activity ID in advance, wonderful warm-up video of the conference, slow live broadcast of the construction process, and short stories of Li Jiaqi / shoe ghost / ruofeng / balcony brother / pangbostand talk, and get the same fashion.

In the release of the event, consumers can watch the cloud show from zero distance, hit the same model on the show, and they can buy with one click if they like. Participate in interaction and win rich gifts such as buddylee limited edition.

In addition to the above contents, TVC documentaries and star gags vlog, in the future, brands can gather more rich and interesting high-energy content on the front page of the super press conference, so that consumers can have a more three-dimensional and comprehensive understanding of the brand.

The super press conference platform enables brands to create creative content, which will become the core of communication among people in BGC era. It will gather scattered content outside the station and gather in the station to help fully display the brand character.

Taking publishing as the core, one-stop communication path between private domain and public domain

The entrance of tmall's super conference is on the second floor of the brand flagship store. Through the integration of the platform's diversified content matrix communication ports, the full link resources such as tmall dome search page, Lee brand number, drop-down page of brand zone official flagship store and Taobao live broadcast are fully connected to create a high-density and high-quality content release aggregation scene belonging to the brand, fully integrating the platform public domain and brand privacy Domain fusion.

At the same time, we cooperated with top KOL from five circles: Li Jiaqi, the first brother with goods, and the new shoes in the shoe circle Ghost, dare to do video game if wind, dare to play tide play big man balcony brother, dare to say talk show Xueba Pangbo for the release of a common voice, in the main trend outside the station media diffusion, maximize the impact of the press conference time.

Super interactive driving crowd precipitation, release is no longer a one-way output

In addition, tmall's super press conference can also provide brand-new release play methods such as exclusive exchange welfare of Jiugongge, interaction between 1 + n live broadcast room and MAC, brand number linkage, interactive games between live broadcast rooms, etc., so as to fully mobilize consumers' self-expression and online interaction, and help brand marketing enter the BGC era.

BGC online marketing 2.0 era is coming, expand the imagination of brand release

Through this super release conference of Lee, we can see that tmall's super conference breaks the limitation of traditional offline release conferences, provides online publishing aggregation position, and carries the launch conference entrance on the second floor of the brand flagship store, so that the shortest distance between the publishing field and the business field can be 0. At the same time, it will provide more space for brand exhibition and brand reconstruction. And provide rich three-dimensional and diversified interaction, so that consumers can participate in it instantly and instantaneously. All content interaction here is tailored for consumers.

At the same time, tmall will provide more online marketing opportunities for Taobao and other online brands.

The appearance of tmall super press conference means that, Tmall The brand online expression is directly upgraded from the product 1.0 era to BGC communication 2.0 mode. Here, consumers will get to know high-quality brands with different personalities, creative communication content and unexpected surprise reception, and lead consumers to experience an immersive brand legend.

The era of BGC has come, gathering content with "publishing" and gathering people with content. Tmall super press conference is bound to become the next brand marketing new position, create a new highland of online publishing form of the industry in the future, and open up new possibilities for marketing scenario imagination space.

A picture to understand tmall super press conference