The “time-honored” instant milk tea brand Xiangpiaopiao launched two new products: sugar-controlled milk tea and instant milk tea hotpot.
· The two new products have refreshed the public’s traditional understanding of Xiangpiaopiao instant milk tea with the popular healthy eating concept and unique creativity respectively. During the sales period, the brand achieved a double harvest of sales and reputation and became a new hot product for the New Year.
· In all the posts, more than half are from KOC of Xiaohongshu. In addition to the F&B KOCs corresponding to the product, many mother & baby KOCs also actively participate in this campaign.
· The brand requires the remaining nearly 60 Weibo KOLs to mention purchase links and discount info. in the posts while promoting new products, or to bring leads to the live-streaming of @李佳琦Austin.
· The campaign has tracked more than 110M impressions on Weibo via #快乐聚无霸#.