NetEase released the Youdao Dictionary Pen to promote English literacy, with advanced features such as quick checks, interactive reading, scanning and translation. The brand invited 7 Weibo KOLs to participate in this promotion.🖊🖊🖊📝📝📝
·🖊Most KOLs participating in this campaign are from the parenting industry. This is suitable because the Youdao Dictionary Pen is intended to alleviate the pressure of teaching children English for parents.
·🖊The brand requested that KOLs use the product image as the cover image and highlight the utility of the product in their daily life in the copy. For example, @英语报姐 started from her own study abroad experience to promote the convenience brought by the dictionary pen for learning English. Parenting KOLs @堂堂小方总 and @辣妈工作室promoted the powerful functions and cost-effectiveness of the dictionary pen from the perspective of mothers.
·🖊It is worth mentioning that, in order to promote the “fast” characteristics of the product, the brand ingeniously held a one-minute press conference in the elevator.The campaign has tracked more than 110M impressions on Weibo via #有道词笔快快快快快快快#.