Shanghai medicated soap, smelling healthy

李缘, 胡琦, 帅凤姣

Shanghai Medicinal Soap has been favored by generations for its unique formula and cleaning and care functions. However, in recent years, young consumers have become more and more unfamiliar with Shanghai Medicinal Soap. Brands hope that through strategic proposition upgrades and marketing activities, the public can see that they are actively responding to market and consumption trends for transformation and upgrading.
Case Details

Brand: Shanghai Medicinal Soap

Brand owner: Shanghai Medicinal Soap

Main Agency: Shanghai Tian Yu Kong Advertising Co., Ltd. Tian Yu Kong Shanghai

Main agency company holding group: Guangdong Insai Brand Marketing Group Co., Ltd.

Launched on the market: Mainland China

Industry: Body Wash

Media channels: influencers (key opinion leader KOL, key opinion consumer KOC), interactive/digital online (website/microsite, mobile & application APP, search marketing, online display advertising, online video advertising, information flow advertising, video /Micro-film, live broadcast, social media, e-commerce platform); social (Weibo, WeChat, Xiaohongshu), short video & live broadcast (Douyin)

Budget:...

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