Xianyu 520 "A Fate to Hang Xianyu"

陈伟铃, 徐悦, 陈清伟

Xianyu is currently one of the largest second-hand trading platforms in China. It has a large number of young people aged 22-28. They not only trade here, but also form their own social discourse, such as Shidongranyu and Yusheng after the festival. Xianyu hopes to strengthen the association between the 520 transaction scene and the brand, and consolidate user stickiness.
Case Details

Brand: Xianyu

Brand owner: Alibaba

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: Internet

Media channels: publications (print), interactive/digital online (video/micro-film, social media, e-commerce platform, online video advertising, mobile & APP), social (Weibo, WeChat, Xiaohongshu), Short video & live broadcast (Tencent Weishi, Douyin), news (Baidu News, QQ News, Toutiao, NetEase News, Sina News)

Budget: 1-2 million

case summary

Xianyu users have a strong desire for...

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