Core Insights - The traditional "price war" is losing effectiveness as consumer attention becomes more fragmented, with emotional resonance and interactive experiences becoming key drivers for purchasing decisions [1] - The collaboration between "好想来" and "抖音心动大牌日" during the Spring Festival has transformed traditional promotional activities into a comprehensive brand festival, addressing deep consumer needs and achieving significant GMV breakthroughs [1] Group 1: Marketing Strategy - The event utilized a synergistic approach by integrating "content field," "marketing field," and "offline field," elevating the New Year goods promotion into a nationwide brand celebration [1] - "好想来" partnered with "抖音心动大牌日" to inject freshness and fun into traditional New Year shopping, positioning the brand as a joyful companion for consumers [2] Group 2: Promotions and Offers - During the event, "好想来" provided substantial discounts and special offers, including 500,000 fan-exclusive flash sale coupons, allowing consumers to enjoy "snack freedom" [6] - The promotional strategy included a variety of engaging offers such as 0.1 yuan trial purchases, 1 yuan grabs, and buy-one-get-one-free deals [6] Group 3: Live Streaming and Engagement - The live streaming sessions were designed to be interactive and entertaining, resembling a "Spring Festival Gala," with a peak viewership of over 220,000 for a single session [14][17] - The brand created a multi-dimensional live content matrix by collaborating with various celebrities and influencers, enhancing audience engagement and driving sales [15] Group 4: Online to Offline Integration - "好想来" introduced limited edition merchandise as part of the "抖音心动大牌日" collaboration, incentivizing online coupon redemption in physical stores, thus bridging online and offline experiences [23] - This strategy not only increased coupon redemption rates but also encouraged additional in-store purchases, enhancing overall consumer satisfaction [23] Group 5: Performance Metrics - The campaign achieved impressive results, with payment amounts increasing by 80% and total exposure rising by 120% compared to previous periods [24] - The official live streaming sessions consistently ranked first on Douyin's national group buying leaderboard for three consecutive days, showcasing the brand's market influence [24]