38家品牌集结登录美团外卖，创新互动玩法承包女性全年宠爱礼

Market Overview - China has nearly 400 million female consumers aged 20-60, controlling annual consumption expenditure of up to 10 trillion RMB, driving the booming "She Economy" [1] - The 38 Festival serves as a key consumption node for female consumers, with brands leveraging this period for commercial growth [1] Campaign Strategy - Meituan Waimai launched a 38 Festival campaign themed "Timely Love, Year-Round Care" in collaboration with 38 top brands to enhance female consumer experience and drive sales and brand reputation [1] - The campaign ran from March 4 to March 10, featuring a main event page and 38 super product sub-pages, offering discounts of up to 50% across categories like personal care, daily necessities, beverages, and snacks [2][3] - Meituan Waimai integrated in-app resources, live streaming, and community marketing to amplify the campaign's reach and engagement [3] Brand Collaboration - Meituan Waimai partnered with 38 renowned brands, including Unicharm, Kimberly-Clark, Ferrero, RIO, Henkel, Mondelez, Glico, Mars, Okamoto, Carlsberg, Unilever, Genki Forest, Coca-Cola, Kao, Liby, Nice, Blue Moon, PepsiCo, Nestlé, Wall's, Sensodyne, Tsingtao Beer, Johnson & Johnson, Budweiser, Yili, Haitian, Wyeth, Jingxing, Kars, Junlebao, Shanghai Jahwa, Hawley & Hazel, Lindt, Mengniu, Vinda, Totole, and Jissbon [3] - The collaboration aimed to provide year-round care for female consumers, leveraging Meituan Waimai's real-time delivery capabilities to meet immediate needs and build stronger emotional connections [3] Social Media Engagement - Meituan Waimai utilized social platforms like Weibo and Xiaohongshu to create buzz around the campaign, with a "Love Relay" initiative on Weibo and KOL-driven unboxing and giveaway events on Xiaohongshu [4][5][6] - The Xiaohongshu campaign achieved over 2.91 million impressions and 53,000 interactions, with KOLs promoting the "Love Container" giveaway to engage users and enhance brand perception [6] Innovation in Marketing - Meituan Waimai upgraded its "Super Brand Alliance" IP, transforming single-brand promotions into cross-category collaborations, redefining festival marketing with innovative content, consumer experiences, and emotional connections [7] - The campaign highlighted the potential of instant retail platforms like Meituan Waimai as a new growth avenue for brands, encouraging them to adopt innovative marketing strategies to engage consumers [7]