【Case Appreciation】Madajie Food 'Spring Festival Home, Chinese Taste' Emotional Micro-film Marketing Case
10/17
2022
The strong New Year atmosphere urges people to return home. The phrase "Going home for the New Year" touches the warm emotions of hundreds of millions of Chinese people. Madajie Food, in collaboration with national brands such as Sanyuan Milk, Niu Lanshan Liquor, Hand in Hand Juice, Luova Personal Care, Weiduomei, Beijing Auto, i do, Qumei Home Furnishings, and Xifeng Liquor, has launched a short film themed on "Returning Home for the Spring Festival: The Taste of China." It uses warm family moments and the flavors of childhood to resonate with fans, enhancing the overall brand image of Madajie Food, deepening the brand concept of "Sweetening Each Other with Love," and strengthening brand preference.
Madajie Food, together with more than 10 national brands, advocates for the Chinese flavors we all believe in. Through the collaborative efforts of national brands such as Sanyuan Milk, Niu Lanshan Liquor, Hand in Hand Juice, Luova Personal Care, Weiduomei, Beijing Auto, i do, Qumei Home Furnishings, and Xifeng Liquor, using their own channels such as Weibo, WeChat, and Moments, and collaborating with hundreds of verified accounts on social media, a wide range of dissemination was achieved. At the same time, it was played nationwide on numerous platforms such as Tencent and iQiyi.
The taste of China is the dumplings made by mother's hands, the children's songs passed down from grandparents to grandchildren, the paper-cutting done hand in hand, the gifts carefully prepared by the husband, the authentic Beijing-style national liquor Niu Lanshan, a Weiduomei old-fashioned bread, a cup of Hand in Hand juice, the daily companion Sanyuan Milk, the health-promoting Beijson massager, the warm home of Qumei Home Furnishings, the lifelong commitment to one's wife from IDO, the comfortable "childhood" journey of Kidy, the good fortune of Luova laundry detergent, the classic interpretation of national spirit and fragrance from Xifeng Liquor, and the national candy Madajie that children loved... the unrestrained time when the family is together.
It turns out that the taste of returning home for the Spring Festival is called "love." No matter where you are, as long as you are with your family, that is home, a lifelong destination, and a lifetime of wealth.
The emotional short film "Returning Home for Spring Festival: The Taste of China" went online on Xiao Nian (the 23rd day of the twelfth lunar month), the seventh day of the Spring Festival travel rush in 2020.
In the first 8 hours, the number of plays exceeded 1 million (leading the short film industry by 85%).
Within 4 days of its launch, the total number of plays exceeded 30 million, with 1.08 million+ plays on Tencent.
This surpassed popular short films during the same Spring Festival period, such as "What is Peppa Pig" with 970,000+ plays and Meituan's "Tribute" with 120,000+ plays.
In addition, the interaction of reading + forwarding + commenting + liking with the support of hundreds of verified accounts on social media exceeded 50 million+.
Overall coverage exceeded 170 million people, with a cumulative interactive audience of 80 million+.
Zhaoquanying Town, Shunyi District, Beijing, China