薇诺娜遇见上美影，方太洞见厨房故事，爱慕看见术后心愿【案例挖掘机】

Weekly Marketing Cases Summary - Week 42, 2023

Top 5 Marketing Cases

1. Winona "Cherishing Encounters, Paying Tribute to Classics" - TOP 1
2. Fotile "The Story of 1/49416 Kitchens"
3. AIMER "Her Armour"
4. Starbucks "Make Life a Bit Richer"
5. Huawei Terminal "Sharp Mission"

Case Analysis

In the 42nd week of 2023, Winona's campaign "Cherishing Encounters, Paying Tribute to Classics" secured the top spot among the marketing cases. The campaign, in collaboration with Shanghai Animation Film Studio, intertwined real-life stories with classic animations to narrate tales of dreams coming true. It leveraged childhood memories to resonate emotionally with consumers and integrated product benefits around themes of care, spot fading, and barrier repair into the narrative. Through this approach, Winona established a dialogue between the brand and consumers, adding cultural depth to their product promotion.

Editorial Comment

The campaign epitomized the highest realm of advertising as per the classic statement of Chinese scholar Wang Guowei: creating value by paying tribute to classics and striving to create new ones. It rooted in the strong cultural confidence of the Chinese nation, combining representative cultural icons like the Monkey King, Nezha, and the Seven Fairies to create a new cultural narrative. The campaign infused the soul of national culture into consumer ideals and the Winona brand, transmitting Eastern cultural values of perseverance, optimism, and kindness, enhancing the brand's cultural and aesthetic appeal without overtly stating its classic status.

Other Noteworthy Cases

Fotile's story "The Story of 1/49416 Kitchens" showcased the brand's presence across numerous family kitchens, emphasizing the blend of technology with traditional culinary habits. AIMER's campaign "Her Armour" highlighted post-breast cancer surgery patients' stories and the brand's commitment to social responsibility through a public welfare album. Starbucks introduced the "Rich" series, encapsulating a rich taste experience in small cups, and Huawei Terminal's "Sharp Mission" featured an action-packed narrative to demonstrate the features of the Huawei MateX5.

Among other creative examples, brands like Old Town Chicken, Taobao, and Yili were also mentioned for their distinctive marketing strategies, as were JD.com, OLAY, and Idle Fish in separate case studies. Each brand demonstrated how they intersect with popular culture, historical moments, or consumer lifestyle trends to create a unique and compelling message that resonates with their target audience.