When it comes to high-end home appliance brands, you must be able to think of a variety of quality scenes. If there is an appliance brand that not only satisfies you with these associations, it can also help you detect what the "style" tastes are through the "taste", "smelling", "touch", "visual" and "listen" five senses. "Type personality, would you find it interesting?
This is actually one of the topics that Casa Di is communicating with consumers.
As the high-end household appliance brand of Haier Group, Casa Di is an Italian high-end international high-end artist and embedded integration brand. It has been researched and developed by 8 R&D centers, 28 cooperative R&D institutions and more than 300 designers. R & D and design, the efforts of more than 200 engineering personnel at 29 manufacturing sites worldwide for five years, was launched in China on September 20, 2007. A series of figures shows the high standards and refinement of this brand creation process.
Related research found that consumers' pursuit of high-end home appliances often stems from the desire for a high quality lifestyle. Around this insight, a variety of innovative products have emerged in the market. Because of this, since its birth in 2007, Casa Di has regarded innovation as its own soul and continued to meet the potential demand of elite people to enjoy a very “quality†life.
In terms of marketing strategy, Casa Di flexible responds to market demands, creatively initiates “real touch†annual integrated communication activities according to the communication stage of the brand and the communication needs of consumers, and conducts offline, online linkage, and search for cards. SADI brand temperament matching audience, in-depth contact and dialogue with it, let it experience Casa Di's first-class product characteristics and elegant brand connotation.
Integrated dissemination of in-depth experience is easy to understand. It is not a simple matter to accurately and effectively communicate your brand's temperament to the target audience. In the past, a single, straightforward advertising bombing may be able to attract the attention of the audience in the short term, but not enough to seize their minds. How can the audience really feel and remember?
Casa Di chose deep communication.
Casa Di brand director Liu Xiang, “successful marketing†reporter introduced: “We use sensory experience marketing to reach the consumer's heart. Casa Di’s target group is those who “realize lifeâ€, elegant, high-end, tasteful†Style 'life style is their focus, so Casa Di's brand communication focuses on three areas of design, art, food and wine, and touches their inner world through intuitive sensory experience."
Based on this, in 2011 Casa Di launched its annual brand promotion “Real Touch†and launched an offline, online integrated communication plan for this year.
Online, around the theme of “real touch and style of lifeâ€, Casa Imperial invited experts and opinion leaders in the fields of design, art, food and wine to “tasteâ€, “smellâ€, “touchâ€, “viewâ€, “ Listening to the "five-feeling" feast, I tried to use a relaxed atmosphere to allow opinion leaders in various fields to share their interpretations and insights on life and art, thereby conveying the "art of living" advocated by Casa Dee and interpreting the Casa Di household appliances. The touch from the senses to the heart.
In line with the offline activities, Casa Di has formulated a digital promotion plan for the entire year under the brand strategy of the year.
First of all, the five senses Minisite (http://art.casarte.cn), which are “flavorâ€, “smellingâ€, “touchingâ€, “visualâ€, and “listeningâ€, were simultaneously activated on the Internet, making users feel more deeply through exciting interactions. The sensation of the five senses shocked the soul. With this Minisite as the core, Casa Imperial has also set up three areas: Casa Do Casa Casa, Youku Theatre area, Fantastic Art Theater area.
It is reported that Casa di Casa de Casa is an interactive platform based on the characteristics of Douban users. Because most of the watercress are people who pay attention to the quality of life and have a literary atmosphere, only the content that is interested in “bean friends†can be intensively cultivated and the familiar interactions can be achieved. Since the establishment of the station in June 2011, Casa di Douban has been one of the fans and PV stations with the fastest rise in PV, and has become a classic case of Douban.
In cooperation with Youku and Fantastic Art, Casa did not stick to the conventional custom drama area, but instead took advantage of its resources for strategic cooperation. In addition to building brand areas in Youku and Fantastic Art, they also jointly shot five five-sense seed videos with Youku to tie in with offline family events. The Youku Seed Video presents five people who love life and are full of inspiration. Through their mouths, they tell how to perceive and touch life through five senses of “flavorâ€, “smellingâ€, “touchingâ€, “visualizingâ€, and “listening†in their lives. Passing the concept of "As long as you have a sense of heart, everyone can live the art of living". In the first issue of Marker Girl, a story about a girl using a marker made with fresh fruit juice to record moods. After the Youku Online Line, a large number of users have been clicked.
In addition, Casa Di also sponsored the shooting of the first online self-made drama “Online Love†by Fantastic Art, embedding the Casa Di brand and core products into the storyline, which will be launched in September.
Microblogging lifts an interactive climax Outside the Minisite and the three areas, Sina Weibo is also an important communication platform for Casa Dee to deliver brand ideas and brand activities.
During the 2011 Qingdao International E-Expo, Casa Di took advantage of the microblogging Live Casa Di White Crystal Series to go on the market, focusing on content planning, interspersing introductions of new products, exhibitions, brand concepts, past brand activities, etc., and launching awards at the same time. The interaction of fans triggered a stir among netizens. In just two days, the Casa Di brand's Weibo fans grew by 1,406.
Casa Imperial also conducted Minisite Five Senses "# Casa Di Scent Mage Review #" type test and "# Casa Divine Mind Catcher #" with Sina Weibo. After the user logged in through the Weibo account to participate in the interaction, the test was conducted. The results are synced to Sina Weibo, and @friends can invite friends to participate. The exquisite design and wonderful copy of the Weibo page has attracted more than 110,000 users. With the advancement of the activities, this number is still increasing.
This is actually one of the topics that Casa Di is communicating with consumers.
As the high-end household appliance brand of Haier Group, Casa Di is an Italian high-end international high-end artist and embedded integration brand. It has been researched and developed by 8 R&D centers, 28 cooperative R&D institutions and more than 300 designers. R & D and design, the efforts of more than 200 engineering personnel at 29 manufacturing sites worldwide for five years, was launched in China on September 20, 2007. A series of figures shows the high standards and refinement of this brand creation process.
Related research found that consumers' pursuit of high-end home appliances often stems from the desire for a high quality lifestyle. Around this insight, a variety of innovative products have emerged in the market. Because of this, since its birth in 2007, Casa Di has regarded innovation as its own soul and continued to meet the potential demand of elite people to enjoy a very “quality†life.
In terms of marketing strategy, Casa Di flexible responds to market demands, creatively initiates “real touch†annual integrated communication activities according to the communication stage of the brand and the communication needs of consumers, and conducts offline, online linkage, and search for cards. SADI brand temperament matching audience, in-depth contact and dialogue with it, let it experience Casa Di's first-class product characteristics and elegant brand connotation.
Integrated dissemination of in-depth experience is easy to understand. It is not a simple matter to accurately and effectively communicate your brand's temperament to the target audience. In the past, a single, straightforward advertising bombing may be able to attract the attention of the audience in the short term, but not enough to seize their minds. How can the audience really feel and remember?
Casa Di chose deep communication.
Casa Di brand director Liu Xiang, “successful marketing†reporter introduced: “We use sensory experience marketing to reach the consumer's heart. Casa Di’s target group is those who “realize lifeâ€, elegant, high-end, tasteful†Style 'life style is their focus, so Casa Di's brand communication focuses on three areas of design, art, food and wine, and touches their inner world through intuitive sensory experience."
Based on this, in 2011 Casa Di launched its annual brand promotion “Real Touch†and launched an offline, online integrated communication plan for this year.
Online, around the theme of “real touch and style of lifeâ€, Casa Imperial invited experts and opinion leaders in the fields of design, art, food and wine to “tasteâ€, “smellâ€, “touchâ€, “viewâ€, “ Listening to the "five-feeling" feast, I tried to use a relaxed atmosphere to allow opinion leaders in various fields to share their interpretations and insights on life and art, thereby conveying the "art of living" advocated by Casa Dee and interpreting the Casa Di household appliances. The touch from the senses to the heart.
In line with the offline activities, Casa Di has formulated a digital promotion plan for the entire year under the brand strategy of the year.
First of all, the five senses Minisite (http://art.casarte.cn), which are “flavorâ€, “smellingâ€, “touchingâ€, “visualâ€, and “listeningâ€, were simultaneously activated on the Internet, making users feel more deeply through exciting interactions. The sensation of the five senses shocked the soul. With this Minisite as the core, Casa Imperial has also set up three areas: Casa Do Casa Casa, Youku Theatre area, Fantastic Art Theater area.
It is reported that Casa di Casa de Casa is an interactive platform based on the characteristics of Douban users. Because most of the watercress are people who pay attention to the quality of life and have a literary atmosphere, only the content that is interested in “bean friends†can be intensively cultivated and the familiar interactions can be achieved. Since the establishment of the station in June 2011, Casa di Douban has been one of the fans and PV stations with the fastest rise in PV, and has become a classic case of Douban.
In cooperation with Youku and Fantastic Art, Casa did not stick to the conventional custom drama area, but instead took advantage of its resources for strategic cooperation. In addition to building brand areas in Youku and Fantastic Art, they also jointly shot five five-sense seed videos with Youku to tie in with offline family events. The Youku Seed Video presents five people who love life and are full of inspiration. Through their mouths, they tell how to perceive and touch life through five senses of “flavorâ€, “smellingâ€, “touchingâ€, “visualizingâ€, and “listening†in their lives. Passing the concept of "As long as you have a sense of heart, everyone can live the art of living". In the first issue of Marker Girl, a story about a girl using a marker made with fresh fruit juice to record moods. After the Youku Online Line, a large number of users have been clicked.
In addition, Casa Di also sponsored the shooting of the first online self-made drama “Online Love†by Fantastic Art, embedding the Casa Di brand and core products into the storyline, which will be launched in September.
Microblogging lifts an interactive climax Outside the Minisite and the three areas, Sina Weibo is also an important communication platform for Casa Dee to deliver brand ideas and brand activities.
During the 2011 Qingdao International E-Expo, Casa Di took advantage of the microblogging Live Casa Di White Crystal Series to go on the market, focusing on content planning, interspersing introductions of new products, exhibitions, brand concepts, past brand activities, etc., and launching awards at the same time. The interaction of fans triggered a stir among netizens. In just two days, the Casa Di brand's Weibo fans grew by 1,406.
Casa Imperial also conducted Minisite Five Senses "# Casa Di Scent Mage Review #" type test and "# Casa Divine Mind Catcher #" with Sina Weibo. After the user logged in through the Weibo account to participate in the interaction, the test was conducted. The results are synced to Sina Weibo, and @friends can invite friends to participate. The exquisite design and wonderful copy of the Weibo page has attracted more than 110,000 users. With the advancement of the activities, this number is still increasing.
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