Successful Cross-Border collaboration between Cosmetics and Gaming
MAC officially announced on January 8, 2019 and placed it on Weibo – – It officially collaborated with the King of Glory (A Chinese game) and shouted the slogan #keep it up，we will win!#.
From the perspective of marketing effects, increasing popularity, the glory of kings and “rocket girls” (a Chinese pop star group) were the hottest topics in China at the time. The topic of “Glory of mac kings” on Weibo has been read over 38.55 million. The marketing campaign was also featured in We-Chat and other social media at the time.
From the perspective of sales effects, Mac used hunger marketing. The data shows that the King of Glory co-branded lipsticks went online only for a few seconds, and the customized models of Luna and Diao Chan were out of stock. The traffic imported from the official website was almost 30 times the daily volume, and the product exceeded MAC’s one-month sales on the first day of launch. . As of 1.13, five lipsticks have basically been sold out, and online shopping malls and online flagship stores are completely out of stock.
The main purpose of this campaign is to energize the brand MAC. The major consumers MAC is always young people, they need “Wow Moment” to motivate and. improve the loyalty of consumers, and on the basis of satisfying consumers, it can boost new consumers and turn consumers into loyal customers. Obviously, Mac did it in this event, and it really surprised everyone.
In the past 2018, King of Glory not only set the highest revenue of 4 billion dollar in the game industry, 3 million daily online accounts, and 40 million daily activities. According to the data released by TalkingData, college students accounted for 21.8% of the players of King of Glory. 68.7% of office workers.
The data can show that the fans of King of Glory are highly sticky and willing to pay bills for their love, especially young players.Then come a set of makeup consumption data from CBNDATA. Unsurprisingly, the main force of makeup consumption is post-90s, post-95 men and post-85s, post-90s, post-95 women, the core consumer group of makeup and the age of the players of the glory of the king. coincide.
This AR marketing. is not just a patchwork of two brands. It needs to consider the concepts, resources, products, consumer groups, brand strength and other elements of both parties. Cross-border marketing needs to match each other and join forces. Once we deeply understand the active players in this campaign, we will know that the glory of the king and the success of mac’s crossover are not accidental, but inevitable, and also after careful consideration.