Background
ECOVACS is the most intelligent and clean household unicorn enterprise in Chinese mainland, and it has strong influence and competitiveness in similar industries around the world. The release of ECOVACS’ new product DEBOOT T20 needs to be promoted in Southeast Asia, and the innovation of technology should be used to preempt users’ minds.
Marketing Goals
Hold a new product launch conference offline, increase the brand influence of the brand in Thailand, accumulate the brand voice, establish deep contact with mainstream media, use KOL to spread the characteristics of products, increase the exposure of products and deep contact with vertical users, and take advantage of the announcement of technological innovation points of new products to preempt users’ minds. At the same time, it will build momentum and warm up the promotion of subsequent brands in Thailand’s e-commerce platforms Shoppe and Lazada.
Creative
We deconstruct the concept of blue bouquet as the main body in the venue selection of the conference, thus making the venue more in line with the tonality of the brand. Divide the venue into Show Room and Demo Room according to the display of product functions, so that the media can experience and deepen the connection between the brand and social media at close range. We made a point-to-point arrangement from the scene selection, planning, tasting activities and content planning and setting of the conference to the release of media news content and the content end of KOL creative content. Make use of the “pan, fast and wide” characteristics of mainstream news media to quickly increase the brand’s exposure and volume accumulation, so as to achieve horizontal publicity and diffusion. Secondly, through the analysis of product users, KOL with explosive levels of technology, family, pets and life in Thailand is invited to carry out vertical publicity and mental penetration of core users, so as to spread the brand propaganda in depth. The characteristics of T20 new products are segmented and targeted into users’ consciousness, so as to achieve better user effects, and the search popularity index of brand Google Trends has increased.
Cooperation Media: 10
Cooperation Talents: 4
Exposure: 21M+
Interaction: 14K+