Lovo Household Textile has always been focusing on online sales channel. The brand is dedicated to providing young consumers with a more tasteful, aesthetic, and ritual lifestyle. The brand carried out a new product publicity campaign on April 8, 2021, hoping to create hot-selling products by the help of its new endorser Ren Jialun. The marketing campaign, themed with "Double (Jia Bei) Your Vitality", aimed to leverage the attention and recognition of the young generation.
By getting insights into the sleep products most "needed" by young people, which might be super comfortable beddings with music played in the bedroom, we created a unique hot-selling product "Snail Music Gift Box". The product launch, in combination with the release of the new endorser Ren Jialun's first album, set up a huge wave in the market. The TVC advertisement shows the scene of the endorser using the product, which brings real experience and comfortable sensation to the users. Meanwhile, marketing efforts are also made on Weibo, WeChat, Xiaohongshu, and other channels. Fans are also invited to interact both online and offline.
Currently, the traffic of brand-related topics including #Double Your Vitality#, #Lovo Household Textile Endorser#, and #Lovo Household Textile Endorser Ren Jialun# has reached more than 150 million on the social platforms. Besides, the followers of Lovo's official accounts have increased by over 30,000. The interactions on its official Weibo account have increased by 1,000 times. Totally 4050 pieces of the hot-selling product "Double-Your-Vitality" Embroidery Gift Box have been sold out right on the day of its official publicity. Three days after the official publicity, the brand's online sales has reached more than 6.48 million.
