Xianyu 618 "Looking for Mine"

肖坤, 田叶舟, 陈欢欢

618 is an essential node for the brand to occupy the minds of users. It is difficult for Xianyu's inherent brand mind to break through, and there is no competitive product support. Insufficient user drive. The platform needs to open up a unique and exclusive new track, take advantage of the shopping boom, and break the deadlock of Xianyu's big promotion.
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: Influencers (Key Opinion Leader KOL, Key Opinion Consumer KOC), Interactive/Digital Online (Mobile & App), Social (Weibo, WeChat), E-commerce Platforms (Others - Xianyu)

Budget: 1-2 million

case summary

Xianyu 618-Discover the mine at home: cut in with the catchphrase "there is a mine at home", turn the idle into a...

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