Customized star exclusive wedding rings, brand stars create a win-win situation
"I Do star exclusive wedding ring customization" combines the true love stories of stars with the art of brand designers to create an exclusive wedding ring with unique feelings in the world. This strategy has not only brought a new breakthrough for the development of China's entertainment and cultural industry, but also established the leading position of I Do brand in the domestic jewelry industry.
on September 15, the Purple Award, an important award for the entertainment industry in China, was solemnly announced. I Do, a jewelry brand owned by Hengxin Diamond, was awarded the "Best Entertainment Marketing case in China" for "star exclusive wedding ring customization" in 2013-14, which is the fourth year in a row that it has won the honor of the entertainment industry. As the annual prosperity of the entertainment industry, the award is very famous and influential in the industry. How does the I Do brand stand out from many shortlisted brands and win recognition in the industry again and again? The key lies in its innovative new mode of entertainment marketing.
strong > Brand strategy brings entertainment marketing strategy breakthrough / strong >
traditional entertainment marketing basically invites stars to be spokesmen or attend their product release activities. A star speaks of several brands at the same time, and it is not known whether the public has a better understanding of the brand concept with the help of stars. Under the circumstances that the marginal contribution of advertising is getting weaker and weaker and the market competition is becoming more and more fierce, entertainment marketing should pay more attention to the interaction with the target users with the help of "star effect", that is, let the audience form a perceptual understanding of the product in interest. The entertainment marketing strategy of well-known jewelry brand I Do has keenly grasped this focus. Through the integration of the true love stories of stars and the art of brand designers, "I Do star exclusive wedding ring" has created an exclusive wedding ring with unique feelings in the world. This strategy has not only brought a new breakthrough for the development of China's entertainment and cultural industry, but also established the leading position of I Do brand in the domestic jewelry industry.
" I Do "brand name comes from a classic oath in western weddings. The close relationship between its brand name and emotional elements such as love and marriage is a unique brand advantage of I Do. I Do brand "star exclusive wedding ring customization", to further expand this advantage. The stars personally participated in the design, incorporating the emotional stories of their real experiences into the ring elements, profoundly interpreting the core philosophy of the I Do brand: the warmest word in the world is not "I love you", but "I do"! Since 2013, the I Do brand has completed more than 20 pairs of star-only wedding rings, including film and television, music, sports, fashion, host, etc., and completed the customization and dissemination of wedding rings and anniversary wedding rings by many stars, such as Li Xiaolu & Jia Nailiang, Dong Xuan & Gao Yunxiang, Liu Xuan & Wang Jun, Zheng Jun & Liu Yun, Guo Tao & Li Jun, he Jie & he Ziming and many other stars.
compared with other jewelry brands, I Do always takes emotion as the core in brand strategy, and strives to create the" warmest "brand in the world." moisturizing everything silently "extends the breadth of the brand, deeply integrates entertainment elements in strategy, and breaks convention. Let the brand slowly release its energy in the "star effect", arouse the interest and attention of the target audience, and win more potential audiences, which is one of the fundamental reasons why I Do is different from other jewelry brands.
strong > "3i" theory points directly to the core of the essence of entertainment marketing / strong >
strong > 1. Innovation / strong >
in the mode of operation, entertainment marketing first emphasizes innovation, so as to attract the attention of the public. The "star exclusive wedding ring customization" of the I Do brand breaks the traditional mode of inviting stars to be brand spokesmen, highly integrates the hot social events of stars' marriage or anniversary with the positioning and connotation of the I Do brand, integrates the emotional experience of the stars into the ring elements, arouses the strong attention of the audience, and makes full use of the public influence of the stars to spread the concept of the I Do brand in all fields of society. Promote the star's positive personal image and further enhance the brand awareness at the same time, bringing a perfect win-win effect for both sides.
strong > 2, Interaction / strong >
I Do brand "Star exclusive Wedding Ring customization" allows stars and designers to communicate directly from the beginning, refines their own love highlights, and then presents the unique love story in the world in the form of rings, such as Li Xiaolu & Jia Nailiang's my heart has been filled by you, Zheng Jun & Liu Yun only touches the heartstrings for you, Guo Tao & amp Li Shao sent you roses that will never wither all your life, Zhang Jie & Xie Na's angel wings and so on, but each different "love" says the same "I do". In fact, everyone's love is different because of their own experience. I Do touches the softest place in the heart of the audience through this brand concept, reaching emotional resonance, so that the audience can find their own "I am willing" in the process of understanding, and form loyalty to the brand.
strong > 3, Integration / strong >
the audience needs a deep fermentation process from contact to acceptance of entertainment marketing. I Do brand integrates traditional media, network media, accurate media, self-media and high-quality communication resources forwarded by stars spontaneously. Through the continuous fermentation of pre-heating, live broadcast and follow-up communication, the I-Do brand effectively controls the overall rhythm, accurately grasps the key tipping points, and combines the momentum of terminal publicity activities to form a 360-degree omni-directional three-dimensional integrated communication situation, which leads to hot discussions on related topics among the audience. Expand the affinity and influence of the brand, and finally transform the rich emotional connotation of the whole brand into social value.
when the implant marketing of most brands still stays at the level of one-time communication or short-term publicity, IDo with its unique emotional core concept walks in the front end of the brand innovation marketing field, and makes IDo once again become a model of entertainment marketing for other brands. It is expected that there will be more classic cases such as "star exclusive wedding ring customization" of IDo brand in the future, which will not only bring more surprises to China's cultural and entertainment industry, but also bring unlimited possibilities for brand marketing strategy.