Qinyuan Jingdong 618 "Hengjing Extreme Filter Seeing is believing"

Irene Lloyd 练坦

Qinyuan is the only water purifier brand in the industry that claims to remove 64 harmful substances. However, due to fierce market competition in recent years, the brand hopes to strengthen brand differentiation, increase brand voice, and increase sales performance and ROI.

Case details

Brand: Qinyuan

Brand owner: Unilever

Main agency: Shanghai Zhongyin Digital Technology Co., Ltd.

Secondary agency:Shenzhen Yimian Network Technology Co., Ltd.

Put on the market: Mainland China

Delivery time: June 1st-June 18th, 2020

Industry: Household Appliances

Media channels: social media, short video platforms, content media, advertising platforms, e-commerce platforms

Budget: 2.3 million

Case summary

Under the triple pressures of slower category growth, fierce price competition, and reduced event budgets, the Qinyuan 618 campaign has concentrated resources to raise the bar through differentiated brand positioning, entertaining marketing themes, and more...

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