Integrated Marketing Campaign
优益C × 小红书
如虎添益
A CNY campaign built around the Chinese dining table, connecting a functional probiotic benefit with a culturally relevant brand occasion.
- Campaign
- CNY Brand Campaign
- Brand
- 优益C × 小红书
- Year
- 2022
01Project Overview
Giving product benefits a CNY role.
The opportunity was not to explain probiotics again, but to build a natural and credible connection between product capability and a meaningful cultural occasion.
Context
功能同质化
益生菌饮品长期围绕活菌数量、肠道健康与产品功效展开沟通，品牌很难在节日节点建立独特记忆。Challenge
进入真实场景
如何让优益C突破单一功能表达，自然进入春节团圆、聚餐与送礼的消费场景？Objective
创造春节理由
把“帮助消化”的产品事实，转译为年饭桌上具体、年轻且值得分享的品牌角色。My Role
Campaign StrategyContent PlanningBrand Communication02Strategy
From observation to occasion.
Starting with how people share during CNY, the strategy uncovered a real tension at the dining table and defined the role the brand could credibly play.
Observation
年饭正在成为社交内容
年轻人通过晒年饭记录团圆、分享祝福，也用内容保留春节的仪式感。
Insight
丰盛与负担同时发生
团圆美食带来满足，也伴随油腻、过量与肠胃负担；享受与轻松之间存在真实张力。
Strategy
成为新年饭搭子
让优益C以“消化力”连接年饭场景，将功能价值变成春节饭桌上的使用理由。
Creative Concept
如虎添益
年饭必备，国人肠选将虎年祝福、优益C品牌名称与“帮助消化”的产品功能连接起来，让功能价值以更年轻、更具分享感的方式进入春节。
03Campaign Execution
One idea, designed across touchpoints.
One strategic idea was translated across packaging, gifting, dining occasions and social participation, creating a consistent campaign experience.
Product Collaboration
Tiger-Year Visual System
以联名产品、虎版薯队长与春节符号建立统一 Campaign 识别。
Packaging
Five Limited Bottles
五种角色动作与祝福，为包装增加系列感和收集理由。
IP Collaboration
Five Tiger Personalities
让 REDCLUB IP 成为品牌与年轻用户沟通的春节语言。
CNY Gift Box
A Shareable Dinner Gift
用礼盒、餐具与桌面物料，把功能饮品转化为可分享的新年礼物。
Dining Occasion
The New Year Table
让产品进入团圆饭桌，在享受美食与保持轻松之间建立连接。Social Participation
Search, share
and co-create.
通过 #优益C虎年万事红、晒年饭互动与站内搜索承接，让 Campaign 从品牌输出转向用户共同参与。- 搜索
- 触发
- 参与
- 分享
04Brand Experience
A connected CNY journey.
From first discovery to participation, physical experience and memory, each touchpoint was designed to move the audience forward.
Discover
看见如虎添益
联名瓶、礼盒与 KOL 开箱内容建立第一波春节识别。
Packaging · KOL · FeedParticipate
分享我的年饭
用户通过搜索、话题与晒年饭参与，让品牌表达进入真实内容。
Search · Topic · UGCExperience
在聚餐中体验
餐厅套餐、创意特饮与桌面物料把线上认知带到线下空间。
Restaurant · REDay · DisplayRemember
沉淀品牌关联
创作者内容、用户分享与站内搜索共同累积春节内容资产。
Community · Search · Memory
Content Architecture
让内容完成接力，
而不是重复曝光。
- 20%Head Creators礼盒开箱与品牌调性
- 50%Food Creators年饭与聚餐使用场景
- 30%KOC & Lifestyle送礼、囤货与日常体验
05Strategic Impact
The intended brand shift.
As a strategic proposal, this case does not invent campaign results. Instead, it defines the three shifts the work was designed to create for the brand.
Usage Occasion
功能 → 场景
为益生菌产品建立春节饭桌上的具体使用理由。
Cultural Relevance
产品 → 文化
通过年饭、祝福与虎年联名进入节日文化语境。
Social Memory
曝光 → 记忆
用包装、创作者与用户内容形成可搜索、可分享的品牌表达。
06My Takeaway
Product benefit,
made culturally relevant.
功能价值并不天然等于品牌记忆。真正有效的 Campaign，需要找到产品能力与文化场景之间的连接点。对优益C而言，“消化”是产品事实，而春节年饭让这个事实获得了更具体、更有人情味的表达方式。