国漫+短剧+快闪……华帝美肌浴热水器树立整合营销新标杆

Core Insights - The article highlights how Vatti has innovatively integrated cultural elements and modern technology in its marketing strategy for the "Beauty Bath" water heater, utilizing the digital persona of Yang Guifei to connect with consumers in a unique way [1][2][4] Group 1: Marketing Strategy - Vatti has successfully blended online and offline channels to create a comprehensive marketing campaign, featuring the Yang Guifei digital persona and a custom short drama that intertwines ancient stories with modern aesthetics [1][2] - The short drama "The Contract of the Two Souls" launched on Douyin has garnered significant attention, achieving a total view count of 16.76 million and over 40,000 interactions by June 11 [4] - The marketing campaign includes immersive pop-up events in major cities, where consumers can experience the product firsthand and engage in skincare consultations [6][8] Group 2: Cultural Integration - The Yang Guifei digital persona serves as a bridge between ancient culture and modern skincare, effectively aligning the product's benefits with traditional beauty ideals [2][4] - The narrative of the short drama creatively incorporates the product into the storyline, allowing for a seamless introduction of the water heater's features without overt commercialization [4][6] Group 3: Consumer Engagement - Vatti's marketing approach emphasizes emotional connections with consumers, focusing on the philosophy of "valuing oneself" in daily bathing rituals [8] - The integration of various marketing elements, such as digital personas, short dramas, pop-up events, and music festivals, creates a multi-faceted engagement strategy that resonates with a younger audience [8]