Case Share: How Tmall's All-Star Program Revolutionized Marketing with P&G

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1. The Rise of Celebrity Influence: Reinventing Back-to-School Marketing

In recent years, celebrity endorsements have saturated the marketing landscape. While effective initially, the repetitive nature of this approach has led brands to seek novel strategies. Tmall's All-Star Program introduced innovative campaigns like "Daily Fitness with Lu Han" and "Ideal Week with Wang Junkai," offering refreshing perspectives on celebrity endorsements. In 2019, they extended their roster to include Zhang Jie and Zhu Yilong, triggering a shopping frenzy among fans.

For the back-to-school season of 2019, Tmall and P&G launched the "P&G All-Star Academy" campaign. Despite competing against industry behemoth P&G in the personal care market, Tmall's All-Star Program facilitated unprecedented growth. During the campaign period, the sales of P&G's hygiene products reached nearly 1.3 billion yuan, surpassing conventional marketing activities fivefold. Notably, the sales of star-endorsed products soared, with Shampoo Xiao Zhan's variant witnessing a 33-fold increase in sales.

These staggering figures not only set records for both P&G and Tmall but also underscored the innovative approach to celebrity marketing, redefining conventional norms.

2. The Art of Precision Targeting: Behind the Scenes of Stellar Performance

Behind the remarkable sales figures lie meticulous observations and insights into market dynamics and consumer behavior, culminating in precise targeting strategies:

Precision Targeting of Consumer Demographics: While many brands focused on back-to-school themes, Tmall and P&G honed in on the concept of "welcoming new members to clubs." This concept resonates strongly with college students, primarily comprising the influential Gen Z demographic, crucial for brands aiming to establish a foothold in the youth market.

Insightful Understanding of Fan Desires: In the era of authenticity, fans crave genuine connections with their idols. Leveraging this insight, Tmall's All-Star Program highlighted the authentic lives of celebrities, resonating deeply with fans. For instance, incorporating Lu Han's passion for soccer into the campaign added a relatable dimension, fostering stronger connections with fans.

Contextualized Marketing: By anchoring the campaign around the concept of club recruitment, Tmall and P&G tapped into familiar college scenarios, enhancing relatability. Moreover, by aligning product offerings with various club themes, such as drama clubs and sports teams, the campaign seamlessly integrated into the target audience's lives.

Platform-Brand Collaboration: Tmall's All-Star Program served as a catalyst for P&G's success, showcasing the synergistic potential of platform-brand collaborations. By leveraging Tmall's marketing prowess, P&G witnessed exponential growth in sales and customer acquisition, setting a precedent for future collaborations.

3. Empowering Brands, Envisioning the Future of Marketing

Tmall's All-Star Program transcends traditional marketing paradigms, ushering in a new era of celebrity-led marketing:

From Brand Ambassadors to Brand Allies: Celebrities transition from mere endorsers to brand allies, embodying authenticity and relatability, crucial for engaging modern consumers.

Product Integration into Lifestyles: Brands move beyond product-centric narratives, integrating seamlessly into consumers' lifestyles. By aligning with aspirational lifestyles, brands foster deeper connections with their audience.

Building Holistic Marketing Ecosystems: Tmall's All-Star Program exemplifies the convergence of celebrities, fans, platforms, and brands, creating a holistic marketing ecosystem. This collaborative approach not only drives sales but also cultivates long-term brand loyalty.

In conclusion, Tmall's All-Star Program's collaboration with P&G signifies a monumental shift in marketing dynamics. By blending celebrity influence with precise targeting and platform-brand collaboration, the campaign epitomizes innovation and sets a precedent for future marketing endeavors.