moody x AYAYI joint new product marketing

As the leading brand of domestic colored contact lenses, moody aims to break the status quo. Following the annual brand campaign "Seeing Your Difference", the first wave of new products is launched. moody hopes to have core ideas that can build momentum, and continue the core value of the brand. At the same time, it can also deeply integrate new products to promote business transformation and realize brand Full link marketing to products.

Case Details

Brand: moody

Brand owner: Xiamen Mudi Electronic Commerce Co., Ltd.

Primary Agency: PastNext

Secondary Agency: Youyu (Shanghai) Network Technology Co., Ltd.

Launched on the market: Mainland China

Delivery time: 2022.5.2-2022.5.23

Industry: Cosmetics, Beauty Supplies

Media channels: influencers (star/celebrity spokesperson, key opinion leader KOL, virtual idol), mobile & application APP, online display advertisement, video/micro-movie, social media, event & experience, content marketing, brand crossover/joint marketing

Budget: 5.2 million

Background/Goals/Challenges (limited to 300 words):

How to make a synergistic breakthrough between brand and product in the color contact lens...

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