借势国际体育赛事，焕新本土品牌形象：新希望华西24小时以「多面鲜活」重塑新鲜叙事

Core Insights - The event themed "Get on the field! This moment is fresh" successfully leveraged the ongoing global sports trend to resonate with the city of Chengdu and promote New Hope Dairy's 24-hour fresh milk brand [1][10] - The marketing strategy integrated sports events with the brand's "fresh" concept, creating a complete loop from scene engagement to emotional resonance and brand positioning [3][10] Group 1: Marketing Strategy - The brand effectively utilized international sports events to deepen the integration of the "fresh" concept into both sports and urban life, achieving over 100 million total exposure and 21.42 million reads on the Weibo topic Fresh24HoursInChengdu [3][5] - The marketing campaign was structured in three phases: online recruitment of participants, on-site engagement at major venues and shopping districts, and emotional connection through interactive experiences in cultural hotspots [3][5][10] Group 2: Online and Offline Integration - The brand employed a multi-platform approach to enhance user engagement, including online recruitment and social media interactions, resulting in over 50 million exposures on platforms like Xiaohongshu and 33.8 million total views on short videos [5][8] - Offline activities included interactive family events and product sampling, which effectively increased family participation and showcased the brand's commitment to freshness and quality [5][8] Group 3: Immersive Experience - The event utilized Chengdu's unique blend of fast-paced and slow-living culture to create an immersive narrative around the "fresh" concept, linking sports venues with local cultural landmarks [7][10] - The brand collaborated with local influencers to create relatable content, further bridging the gap between the brand and consumers through culturally relevant communication [8][10] Group 4: Brand Positioning - The campaign not only aimed at summer marketing but also sought to establish emotional connections with diverse consumer identities, reinforcing the association between dairy products and health, nutrition, and freshness [10] - Future strategies will focus on deepening value resonance and expanding communication pathways, particularly in the family market segment, to enhance brand trust and drive growth [10]