Deciphering the Next Door Girl Girl Cleverly Cross-Border Coca-Cola

Cross-border marketing, new attempt is different from other brands. The adjacent girl has more than 700 terminal stores, vertical and flat management mode, which makes it firmly grasp the terminal "this lifeline", the girl next door always " “The healthy development and low-key advancement” are notorious in the industry and rarely cause sensational events. This is why this cross-border cooperation with Coca-Cola will cause such a big repercussions in various regional markets.
The creativity and inspiration of the neighboring girl Coke marketing campaign came from Coca-Cola's nickname bottle launched this year. In June, the Coca-Cola nickname bottle set off a “sweet sell” storm across the country. Through social marketing media, the online and offline interactions quickly gathered. The majority of young people together "sold up".
The “neighboring girl” is a complex in the hearts of the Chinese people. It has already been deeply rooted in the hearts of the people and is one of the most popular vocabularies on the Internet. The brand group of the adjacent girl brand targets young people aged 18-28 years. The group happens to be the most prosperous generation after the 85th and 90th generations. They are no longer passive audiences. Once there are topics that can resonate, they will actively participate in the communication activities. Then, this group and the young consumer of Coca-Cola The group is very much in agreement. At the same time, the “sharing good and moving” advocated by the girl next door coincides with the “sharing idea” advocated by the Coca-Cola brand, which constitutes a good prerequisite for brand cooperation. After hitting it off, it quickly reached a consensus of cooperation. The “Neighbor Girl” was tailored to the Coca-Cola bottle and became the most dazzling and most popular of all Coca-Cola nickname bottles. The limited edition “Neighbor Girl” was launched. Invisible, it has drawn closer to the emotional distance with consumer groups.
In an interview with Huang Weidong, the deputy general manager of the neighboring girl, Huang Weidong put forward his opinion on this Coke marketing campaign. “First, in the era of social media, consumers have changed their positions. They are both recipients of information and Second, the brand should be good at listening to the voices of consumers and communicate with them in the language of the consumers. Our Coke marketing campaign is to find a match point between the two brands. Third, Coke Marketing is Our bold new attempt, in addition to through the terminal stores, has also been widely promoted through social media, emphasizing interaction and participation, and further promoting the promotion of brand reputation and sales performance, in line with our purpose of doing this event.”

Up and down the linkage, the overall layout activities started before the beginning of warming up, the first wave, starting in July, all the girls next door girls Weibo, WeChat, etc. began to ferment in the circle of friends, the neighboring girl and Coca-Cola cooperation, to make a profit Eyeballs; The second wave, the official WeChat girl of the neighboring girl launches the Coke Angel series, closely follows social hot topics, sends Coke Angels to all the micro-powders to send Coke activity information and organize interactions, and launch fans to share in the circle of friends and continue to expand Coke Marketing. Precise dissemination and warm-up; the third wave, carefully planned the theme activity of “Coca-Cola, loves neighboring girls”. On August 8th, the press release “The adjacent girl Coke Baicheng presents a drink event and set off a new fashion storm”. Once it was released, the themes of joint official website and Weibo quickly led to the crowded and enthusiastic fans of Baicheng. At the same time, it also attracted extensive media and industry attention and coverage, and the first shot began.
On August 10th, the girl next door initiates the theme marketing campaign “Love Cola, Love the Girl Next Door” at more than 700 stores in the terminal. The shop window, heads, posters, banners, shop salespersons customized T-shirts, etc. Excited "Cola Flavor" everywhere, shopping scans WeChat sent a limited edition Coke bottle, full amount can also get limited edition T-shirts, endless stream of customers coming to the event, the adjacent girl shop quickly gathered in the business district In terms of popularity, many customers will say “The neighbor girl and Coca-Cola collaborate? This bottle is so cool, give me one”... Along with the development of the event, consumer questions and exchanges continue to brewing, the attention of the girl next door is also In the interaction of netizens and customer groups, they are constantly warming up.
Soon, the news of Coca-Cola's cross-border neighboring girls was spread across social platforms such as Weibo, Renren, and Qzone. Subsequently, Sina, Sohu, Netease, Phoenix, Renmin Wang, Xinhua, Xinmin, and China Daily. Major portal websites, as well as mainstream websites such as China Brand Apparel, China Fashion Brands, China Apparel, and Huayi.com all reported this cross-border marketing event that attracted much attention. At the same time, various regional media, The community also followed and reported on the “ice marketing” activity of the girl next door to Coca Cola.
From August 10 to August 25, Coke's marketing activities began to penetrate deep into all regions of the country. Afterwards, the “neighboring girl” Cola, who had been hot in various stores and on the Internet, nicknamed the bottle and was popular at the event site, even looting, for one hour. Less than 1,000 bottles were swept away and the microblogging, WeChat, and other micro-channels were turned on. There was a chance to obtain limited edition T-shirts. The online launch was as follows: WeChat series of articles "The Next Girl Coke Angel," and the Creative Comics series of "Canacle Cola Chicken Wings". "When girlfriends lost their love," "Magic Mirror," and so on, quickly spread in microblogging large, everyone, QQ space, so far, online and offline activities to form a complete closed-loop, perfect to create a fashion women's brand summer hottest marketing The incident "The Neighbor Girl Coke Marketing".
Social media marketing, new harvest

The closely followed girl Coke Marketing has played a role as a social media platform in the dissemination and promotion, and has formulated different marketing and communication strategies based on the characteristics of each platform.
During the promotion period of the whole event, the girls next door launched a theme interactive activity of “Love Cola, Love the Girl Next Door” on Weibo and Wechat. As long as the user enters the official Weibo and pays attention to the official WeChat, they can participate in the topic interaction and the entire Coke. During the marketing campaign, a total of over one million people gathered and WeChat interaction attracted tens of thousands of fans to participate and share together. During the event, the number of WeChat fans increased by nearly 40,000, and what’s more interesting is that it was created specifically for this marketing campaign. Series comics directly cover hundreds of millions of people through social media.
Coca-Cola cross-border together with the girl next door, the first time together, the two brands on the popular network together, won the reputation and reaped the reputation, of course, the girl next door also received comments and suggestions from industry marketing professionals on Coke marketing activities. No matter what kind of voice, the girls next door are listening carefully, as a good reference for future brand marketing activities, and aligning with the mature marketing integration of international brands.
As a domestic fashion brand with leading brand style and style, the neighboring girl has maintained its unique maturity and soundness, low-key practice, and serving the public as a result of its rapid development in recent years. In the age of social media, the “girl next door” has long been Deeply popular, popular in every corner of the Internet, widely favored and loved. Perhaps, joint Coca-Cola is just a marketing strategy of the next-door girl in the era of social media. We are more looking forward to seeing girls in the future. Marketing strategies and tactics can bring more joy and surprises to consumers!