Every family in the world has a unique sense of taste. The taste has stumbles, has memory of growth, and it goes wherever you go. The most loved one in the world is the one who cooks for you. Wherever you go, there is one missing you, and one that makes you miss.

Research shows that because of fast developing of Internet, takeaway business, few choose to cook. People care for those tasting fast food but setting aside their love for home cooked food. In that context, being able to cook is as endangered as those who cook. It is for those reasons that we call those people “kitchen endangered groups”.

This campaign is to save those “kitchen endangered groups” after progressive strategies and multi dimensional promotion.To arouse people's pursuit for quality appliances that achieve Brand' sales.

Step 1: Arouse targets interest of caring and emotional resonance

Oct 20 to Oct 24

Content: Micro movie

1. Online micro movie and front page projection on Youku, Tencent, and Iqiyi

2. Micro movie topic spread on weibo and wechat

3. Spread the topic of “saving the kitchen phobias” and video on BBS

Step 2:Encourage purchase from gratitude

Oct 22 to Nov 11

Content: Launch “Saving Action”

1. Choose quality Apps and project inapp ads; Transfer accurate traffic to special page

2. Transfer the traffic from pre-video ads on Youku, Iqiyi to the special page

3. Transfer topic generated traffic on weibo and wechat to the special page

Step 3: Road trip and second time publicity

Oct 24 to Nov 11

1.Road trip involves 100,000+ people tearing up stick up pictures of “saving kitchen phobias” in Shanghai’s main business areas.

2.Record this event and send it on weibo, wechat and video attraction websites for second time publicity.

The online and offline influence afeter campaign brought 540 million exposure and increased customer loyalty in the meantime maximizes band name publicity.

Achievement:

1) Impression: 540,949,656

2) Consumer interaction: 57,089

3) Clicks: 818,383

4) PV: 4,725,152

5) Shop traffic shifting: 959,860

Sales:

1) Campaign achieved 250 million in all e-channels, increased 90% compared to last year’s sales; sales hit 170 million on T-mall on 11.11

2) On 11.11, Fotile T-mall hit the revenue of 10 million in 10 minutes, hit 35 million in 1 hour, hit 100 million in 20 hours.

3) On 11.11. won the top ranking of sales in e-kitchen appliances business, ranked No.1 in per customer transaction including the top transaction of 41,860.