Jianxi By Me:2022 Baxi New Ice Cream Social Media Advertising Plan

This planning case is a social media advertising campaign based on the 0-sucrose series of new products launched by the old ice cream brand Baxi.The planning case analyzes the product promotion of Baxi’s new ice cream products in terms of the consumer trend of China’s ice industry development and the professional theory of advertising.In the current Chinese ice cream market,whether it is traditional big companies such as Yili,Mengniu and Heluxue,or new Internet celebrity brands such as Zhong Xuegao and Meiji,they have invested a lot of money in social media marketing and communication."High-end ice cream" Baxi has not performed well in this regard.As an old brand that was born in 1932 and entered China in 1990,it has launched a healthy,low-fat and low-sugar new product in line with market consumption trends.The selling point of this product is at the same time It also has the attributes of social communication,but it does not have good audience recognition,so comprehensively consider the current status of China’s ice cream market,the development status of competitors in the same industry,the portrait of target consumers,and the Baxi ice cream brand itself and new products.Through in-depth analysis and research,the new product is positioned as a high-end ice cream that is "healthy,unburdened,and free to enjoy deliciousness",which further proposes the advertising theme of "I decide me".The plan is divided into four phases according to Kotler’s 5A model.The first phase was the content launch phase,in which the brand’s attitude TVC and key opinion leaders were used to reach audiences in different circles and give them an initial impression of the brand and the product.The second phase is the content planting period,through the use of topic marketing interaction with the help of key opinion leaders to establish a youthful brand image,to stimulate consumer interest in understanding the new ice cream.The third phase is the content grassing period,through the community fission dissemination and with the mid-year6-18 promotion,to achieve the unity of quality and efficiency,while the audience will be diverted to the private domain flow pool,the transformation of consumers to fans.The fourth stage is the content sedimentation period and the peak season of ice cream consumption.Through co-branding several summer consumption scene brands,creating a summer immersion experience for fans and promoting with a large number of key opinion leader,the final effect of fan activation and increasing fan stickiness and brand loyalty is achieved.The purpose of this project is to increase the awareness and reputation of Baxi ice cream among the new generation of consumers through social media advertising that is in line with the orientation of the young people of Generation Z,and to achieve the rejuvenation transformation of the old brand.