Core Insights - The article discusses how New Hope Dairy is focusing on high-value users, referred to as "super fans," during the Spring Festival marketing campaign, particularly through the 12th Milk Fan Festival [1] - The company aims to transform the Milk Fan Festival from a "traffic field" to an "emotional field" by creating meaningful experiences that resonate with users [1][12] Group 1: Event and Engagement - New Hope Dairy hosted a "Super Fan Gala" in Suzhou, inviting over 300 family users to experience a festive atmosphere, aiming to deepen the emotional connection with the brand [8][10] - The event featured interactive activities, cultural experiences, and exclusive gifts, enhancing the sense of belonging and appreciation among attendees [10][12] Group 2: Cultural Integration - The company collaborated with a national intangible cultural heritage inheritor to create a series of paper-cut artworks themed around the "Year of the Horse," which served as a unique New Year blessing language [3][5] - New Hope Dairy transformed traditional cultural elements into digital formats, such as electronic red envelopes and mobile wallpapers, to enhance social interactions during the festival [5] Group 3: Long-term Relationship Building - The marketing strategy emphasizes the importance of converting short-term engagement into long-term emotional assets, focusing on building sustainable user relationships [13][15] - By integrating online and offline experiences, the company aims to create lasting emotional connections and brand loyalty, moving beyond mere transactional relationships [12][15]