Core Insights - The article discusses a viral marketing campaign by Kunlun Mountain Mineral Water, which sparked significant engagement across social media platforms, achieving over 600 million views and creating a nationwide discussion on the quality of drinking water [1][3]. Group 1: Marketing Strategy - The campaign began with users sharing their experiences of the product spilling upon opening, leading to the brand launching the "No Spill Challenge" to encourage creative sharing of opening techniques [6][8]. - This marketing approach transformed user confusion into an opportunity for creativity, allowing consumers to become active content creators rather than passive users [8]. Group 2: Scientific Validation - As the challenge gained traction, the brand released a vacuum chamber experiment video to illustrate how different pressure environments affect the bottle, emphasizing the unique high-altitude source of the water [9]. - The campaign highlighted the product's quality, showcasing its mineral content and health benefits through engaging and informative videos, leading to a shift from emotional resonance to rational understanding among consumers [9]. Group 3: Emotional Connection - Building on scientific understanding, the brand expanded its emotional connection with consumers by introducing the "Snow Mountain Love Letter" gift box during the Qixi Festival, creatively linking the product's characteristics to emotional expressions [11]. - The marketing efforts positioned Kunlun Mountain Mineral Water as a symbol of a high-quality lifestyle, moving beyond being just a beverage to becoming an identity marker for quality living [13][15]. Group 4: Brand Value Enhancement - The campaign successfully deepened emotional recognition, elevating consumer perception from functional product attributes to emotional value and lifestyle significance, thus enhancing overall brand value [15].
昆仑山矿泉水"开瓶不洒"挑战引发全民热潮,全网围观突破6亿次
Sou Hu Wang·2025-09-25 09:20