Group 1 - The 618 shopping festival this year has set a record for the longest duration, enhanced by various promotional activities and holidays, yet consumers seem fatigued by the overwhelming promotions [1] - Despite expectations of a downturn, JD.com and Weibo transformed the shopping festival into an engaging "online series" featuring top influencers and beloved childhood IPs, resulting in over 100% year-on-year growth in the number of users placing orders during the event [2] - The event was characterized by a unique blend of consumer engagement and entertainment, turning the shopping experience into a "large-scale fan meeting" [3] Group 2 - JD.com utilized Weibo to create a "covert operation" style marketing campaign, employing seven celebrities and three national IPs to target specific consumer segments across various categories [4] - The selection of influencers was strategic, leveraging trending topics on Weibo to identify key figures who resonate with different consumer interests, leading to significant engagement and increased visibility for promotional events [5] - The campaign's success was attributed to a shift in consumer behavior, where the focus moved from mere purchasing to an immersive experience that combined entertainment with shopping [6] Group 3 - The decision to allocate 80% of the marketing budget to Weibo was based on its unique social dynamics, which facilitate viral trends and discussions, making it an effective platform for generating buzz around promotional events [7] - Weibo's public flow characteristics allow for rapid dissemination of promotional content, creating a collective engagement that traditional advertising methods struggle to achieve [8] - The platform's advanced interest mapping enables precise targeting of diverse consumer groups, breaking down traditional demographic barriers and enhancing engagement [9] Group 4 - The collaboration between JD.com and Weibo resulted in a "celebration assembly line," where each promotional day was designed to create an immersive experience for consumers, enhancing their emotional connection to the brand [10] - The use of gamified elements and interactive content transformed the shopping experience from passive viewing to active participation, effectively increasing consumer retention and engagement [11] - The overall strategy shifted the focus from price competition to creating a psychological connection with consumers, emphasizing the importance of participation in the shopping experience [12]