Coca-Cola Company introduced QOO—a non-carbonated beverage—in 1997. After its original introduction in Japan, QOO made a huge success and soon was widely welcomed in Southeast Asia and became a new beverage star in Singapore, Taiwan, Korea and Hong Kong. With its playful and child-appealing creativity, the QOO Summer Marketing Campaign has been recognized a successful campaign model for the Children’s Day.
QOO first entered into Chinese market in 2001. Due to fierce market expansion and competition, QOO later became some consumers’ childhood memory. In 2015, QOO came back with upgraded products and new images. So the challenge for QOO is to further build up its brand awareness and fans base. QOO also hopes to interact more with fans.
By making June 1st—the Children’s Day—into QOO’s Day, QOO can further build up its brand awareness and attract more fans to participate in QOO’s Weibo and WeChat activities. QOO’s Summer Campaign is introduced in the beginning of May and offers kids, moms and even adults the opportunity to enjoy childhood time.
The short stories on QOO new packages can awaken people from their daily life and lead them into the child’s world. QOO is there to celebrate the Children’s Day with all fans and will send gifts to fans.
Consumers are encouraged to choose what QOO accessories what want most in the warm-up period so as to ignite their enthusiasm for QOO Children’s Day Campaign.
Since this year’s Children’s Day is a Wednesday or workday, the QOO ‘Request for Leave’ series are launched on the WeChat official account. The purpose is to remind more people of the approaching Children’s Day. In spite of the busy work, young adults should be as happy as kids and moms should spend a happy time together with their children during this day.
H5 games including “Are You Still A Child” and “Childlike Innocence Store” are introduced on the Children’s Day. Users can redeem for lucky draw opportunities in QOO “Childlike Innocence Store” with their “child credits”.
Together with its offline Children’s Day itinerant exhibition, an online QOO family garden party is introduced on which moms and children can play fun games on various game zones.
WeChat official account: 20,502 new fans; 17,138 net increase of fans;
Weibo official account: 8,611 new fans; 8,102 net increase of fans;
Ads on WeChat moments: 12.7685 impressions; 226,168 clicks (including original text reading, pictures, thump-ups and comments)；2,320 followers；
Total H5 PV: 869,614; total UV: 131,834