从地域种草到全国热销，经典老雪「全国巡烤」 玩透场景营销

Core Insights - The article discusses a successful marketing campaign by Snow Beer, focusing on the integration of local culture and social experiences in promoting their product, Classic Lao Xue, during the summer barbecue season [1][2]. Group 1: Marketing Strategy - The campaign titled "National Tour Barbecue" utilized localized marketing strategies to connect with consumers, achieving over 410 million topic exposures and more than 10 million interactions [1][34]. - The brand emphasized the importance of regional cultural differences in consumer behavior, positioning "barbecue with Lao Xue" as a cultural resonance through a "one city, one feature" approach [2][12]. Group 2: Influencer Engagement - Local influencers were engaged as "main barbecue officers" to promote the product in five key cities, enhancing brand visibility and relatability through authentic local experiences [3][12]. - The campaign effectively utilized social media to create a buzz around the product, linking it to social gatherings and enhancing its image as a catalyst for friendship and social interaction [12][13]. Group 3: Consumer Interaction - The campaign encouraged consumer participation through various interactive activities, transforming consumers from passive observers to active creators, thereby fostering a sense of community around the brand [28][34]. - The integration of user-generated content (UGC) significantly contributed to the campaign's success, with nearly 10,000 users participating in content creation [34]. Group 4: Sales Conversion - The marketing efforts led to a substantial increase in sales, with a reported 320% rise in group meal sales at participating stores [36]. - The introduction of a specially designed meal package for group gatherings effectively lowered consumer decision-making costs and increased transaction efficiency, resulting in over 200,000 in gross merchandise value (GMV) on the event day [36][40]. Group 5: Long-term Brand Strategy - The campaign's success was not only in immediate sales but also in establishing a sustainable competitive advantage by embedding the brand into local consumer habits and cultural practices [41]. - The strategic nationwide exploration involved over 139 stores, enhancing the brand's market penetration and ensuring that the marketing momentum translated into long-term brand loyalty [41].