How anxious are contemporary young people?

This question is difficult to answer. It seems that it is difficult for young people of this generation to desensitize themselves to the word "anxiety". When I was in college, I was anxious about exams, graduation, public examinations, postgraduate entrance examinations, and employment; after graduation, I started to worry about jobs, involution, buying a house, buying a car, getting married, and having children.

In order to alleviate the anxieties caused by the pace of the times and the pressure of life, more and more young people are starting to keep pets, hoping that their "furry children" will heal their unstable hearts. As a result, the “pet army” has flourished, and the pet economy has grown against the trend.

But "anxiety" follows like a shadow, including hair loss, constipation, picky eaters, and bad smells... The "fur babies" who were originally brought home to cure anxiety have become their owners. Another source of anxiety.

Pat, an expert brand in pet food raw bone and meat formulas, has a profound insight into the anxiety of raising pets in the lives of contemporary young people. It achieved a breakthrough through content marketing and hit #811 on 811 Brand Day. No anxiety, meat and backbone. The marketing theme, combined with the Jade Green Cat IP, spreads the mentality of "keeping pets without anxiety", creating a "two-way friendly" cute pet marketing for people and pets, curing the anxiety problems in the life of shit collectors, attracting fans of the Z era consumers, and increasing the popularity of pets. Brand sincerity empowers quality products.

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Insight into core anxiety

Create hot topics

01

The entire network joins forces to occupy the high ground, where is the anxious kitten?

< p>On July 31, Pat launched the "Looking for Anxious Kittens on the Internet" campaign on multiple social platforms to warm up for #Pat811 Brand Day. Call on all pet owners on the Internet to participate in topical activities, take photos of anxious kittens around you or share anxious moments of raising cats in your life, win a "spine" welfare gift package, convey the brand mentality of "Pat has flesh and bones", and help Let’s fight against emo and anxiety in life.

By calling on users to complain about "anxious" moments, it arouses empathy among pet owners across the Internet. Bring users into the brand marketing scenario, obtain young people's social passwords, quickly break the circle of activities, and enhance brand reputation.

02

Penetrate deeply into anxiety scenes and give life a little "backbone"

On the occasion of #Pat811 Brand Day, Pat releases anxiety-themed creativity TVC restores the anxious life of a pet owner and the moments when the pet heals and soothes the anxiety. The "backbone" emoticons sent by pets give the male protagonist backbone in his life, and Pat's raw meat cat food injects backbone into the lives of every pet owner, starting a pet-raising life without anxiety. Through the TVC, the core concept of "pets heal and soothe anxiety in life, and Pat's raw cat food gives life strength and takes away anxiety".

Pat uses high-quality content to find target audiences and attract the attention of young users. At the same time, it also actively uses its own brand influence to help consumers relieve their anxiety, build a bridge of in-depth communication with consumers, and successfully warm up. Officially announced the #Pat811 brand day event to achieve the marketing goal of integrating product, effect and sales.

IP cross-border linkage

Accurately reaching the young camp

"Charred Green Cat" is not anxious, cross-border collaboration breaks the boundaries

Today, when co-branded products have become a fixed marketing tool for brands, how to make co-branding a success requires brands to think more deeply. Pat has co-branded with the popular "Charcoal Green Cat" IP among young people, launching Pat Highly compatible co-branded actions endow the co-branded surroundings with emotional value, thereby curing the anxieties in the life of the shit shoveler, breaking the boundaries of marketing, and achieving efficient planting to expand the brand's reputation.

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Detonate offline traffic and extend anxiety-free scenes

In response to the 811 Brand Day, Pat established an offline Pat × Anxious Cat theme store, setting up a large doll device and 811 gift bags. The store attracts traffic and converts the early offline topic popularity into sales data. Once the joint store is launched, it triggers many KOLs to visit the store and set off a craze for offline experience among pet owners. Pat uses offline stores to take over the online popularity. Closed loop of online and offline linked marketing

Building momentum in offline scenarios

Hard-core output of product strength

Creative marketing offline flash mobs to cheer up pet owners.

In Hangzhou, where Internet white-collar workers gather, Pat specially launched theme flash mobs, and held POP UP activities in Hangzhou Dongchao Art Park, Ali Park, Qianjiang Century City, Binjiang Yintai, and CP Coffee Shop, and through games This method helps the pet owners of major Internet companies to remove the label of anxiety, throw their emotions into the trash can, cheer up their lives in the form of balloons, cure anxiety, and achieve backbone. It uses fresh gameplay to lock in user scenarios and achieve continuous impression and transformation. .

Leverage the potential of the exhibition and convey an anxiety-free outlook on life

Inheriting the 811 Brand Day marketing theme, Pat will continue the popularity to the stage of the 25th Asian Pet Exhibition, with the help of The largest and most influential pet industry flagship exhibition in the Asia-Pacific region, it leverages the potential of the exhibition. From August 16th to 20th, at the N2A01 booth of the Shanghai New International Expo Center, Pat x Jade Green Cat jointly landed at the exhibition to provide every visitor with the opportunity. The pet owners who came to the exhibition conveyed a "no anxiety" attitude towards pet care.

Global marketing outputs care and precise insight into heart-warming protection.

Pat uses 811 Brand Day as the anchor. Through a series of online and offline marketing, the product mentality of "8:1:1 raw bone and meat formula expert" has been deeply strengthened, and a brand that is not only committed to creating more natural and friendly pet food, but also pays attention to the life anxieties of pet owners. Brand image. Pat protects the lives of pets and pet owners, and also reminds consumers that the healthy growth of pets is inseparable from scientific feeding methods. The most convenient way to cure anxiety is to give pets healthy, safe and scientific feeding methods.

Pat showed us the creative marketing method of the pet track brand, that is, through multi-dimensional primary methods such as creative content, emotional resonance, multiple interactions, and offline conversion, to achieve multi-channel marketing Reach potential consumers. Pat empathizes with young pet owners through communicative content and contagious insights, and his insights heal the anxiety of a generation. It also found the ultimate solution for the brand to do long-term and stable business: to think and play with consumers.

In the future, Pat will continue to stand together with consumers, care for the healthy growth of pets, inject passionate care and warmth into every pet-raising family with high-quality products, and use scientific feeding and high-nutrition formulas Care for pets, help consumers resist anxiety and enjoy pampering time.