Chow Dasheng Jewelry holds hands with Ren Jialun for a shining life

Signing a brand spokesperson and leveraging the celebrity effect to detonate the brand’s potential has become a common strategy in brand marketing. It is not an easy task to choose the right spokesperson, find the right communication points, and achieve celebrity marketing breakthroughs and value maximization.

Many brands that sign celebrity spokespersons often simply pursue traffic and ignore tonal fit. In fact, today's new generation of consumers have clear opinions, life attitudes and values, so when choosing celebrity spokespersons, the fit between the celebrity and the brand's tone is particularly important.

Therefore, as a leading brand of diamond jewelry in the mid-to-high-end mainstream market, Chow Tai Sang Jewelry has set its sights on Ren Jialun, a powerful actor who has many popular blockbuster dramas, and jointly conducted a perfect "high-profile" official event. Announcement.

Only when the tonality matches, can one shine

This is also the reason why Zhou Dasheng Jewelry and Ren Jialun hit it off - constantly breaking through and transcending to achieve the bright light in their hearts.

Zhou Dasheng, who has been deeply involved in the jewelry industry for more than 20 years, now has 4,50 stores across the country, making him the first echelon of domestic jewelry brands in terms of store count. In the domestic jewelry market where there are many strong players, Chow Tai Seng Jewelry can stand out mainly due to its control and persistence in quality. Chow Tai Sang Jewelry also continues to explore and innovate new cuts of high-quality diamonds, create exquisite products with wisdom and ingenuity, dialogue with the power of the times, and always adhere to the dream of "creating a jewelry kingdom".

Go to shine with enthusiasm. It is precisely because of this high degree of compatibility that the brand and the spokesperson can support each other and convey the Chow Tai Sang brand concept to consumers more concretely through the multi-faceted image of the spokesperson. The brand and the connection will create sparks and achieve "brilliance" with consumers.

Establish a new marketing concept around the high fit between the brand and the spokesperson

Any celebrity marketing activity should have a fit point that supports the entire communication. Chow Tai Sang Jewelry has signed a contract with Ren Jialun, and together they are "stocking up on jewelry and embarking on a shining journey." It not only implies the official spokesperson, but also contains the expectations of Ren Jialun, Chow Dasheng Jewelry and consumers to start a shining journey together.

On April 10, it was officially announced that dual-screen Weibo and Douyin, Weibo hot searches, large windows and other golden exposure resources will be online. #仁佳伦说zhou大生# is the main topic, and netizens enthusiastically participated in it to increase the popularity of the topic, which quickly made it the sixth most popular topic on Weibo. The Weibo topic has been read 600 million times and discussed 1.48 million times. The sub-topic #佳伦 Same as before, and the Weibo topic #大生有约# have received 70 million views on Weibo.

On April 11, spokesperson Ren Jialun’s birthday, birthday celebration posters and video highlights were created to attract fans to participate. In addition, in order to further promote the brand, Chow Dasheng Jewelry, with spokesperson Ren Jialun as the core, lit up C-level landmarks in 9 cities such as the Jianguo Gate in Beijing, Guangzhou Guangxiansen, Shenzhen Big Sign, and Chengdu Whale Wall, launching a comprehensive official announcement event and detonating the publicity. It gives fans a sense of ritual and "glory" and lays the foundation for converting celebrity fans into brand fans.

Online and offline interaction creates brand star CP, fans gather to respond

The celebrity official announcement of Chow Tai Sang Jewelry is not just a brand "self-celebrity", but a highly involved fan event *** Same carnival.

Online, Chow Tai Sang Jewelry uses Weibo, Douyin and other social platforms to allow spokesperson fans to get the news and quickly gather together, and participate in discussions on official announcement topics. At the same time, with the help of the popular drama "Just Like an Old Friend Returns" starring Ren Jialun, the brand authorized the co-branding of several big-tail fish necklaces with the drama, and used them as store flagship products to guide fans to the store through online marketing.

Offline, Chow Dasheng also creates a strong endorsement atmosphere in terms of store design, material output, etc., so that fans who go to meet offline can live up to their expectations, and independently publish online, forming a "tap water" Form-based communication to achieve traffic fission and brand value output.

Go in both directions and start a new shining journey

Chow Dasheng Jewelry’s online and offline marketing around the official announcement of Ren Jialun as its spokesperson reflects the brand’s powerful marketing “circulation-breaking power”. Further deepen the brand's concept of "born for love" and enhance brand awareness.

Only when the values ????of the two are similar can they be recognized by consumers, and it will be conducive to conveying the points of agreement between the two parties in the later stage, building an effective communication bridge through the interaction between celebrities and fans, and finally going to shine.

The two-way journey between Chow Tai Sang Jewelry and Ren Jialun begins a new shining journey with the empowerment of the new brand spokesperson Ren Jialun.