The era of standalone brand marketing is about to become history. Brand collaborations, mutual penetration of consumer bases, and the double traffic and mutual benefits brought by cross-marketing allowed Trailblazers and Plant Doctor to gain excellent word-of-mouth from their joint marketing efforts last year. In April 2017, they will once again launch a cross-marketing campaign themed “Dare to Love, Fear No Sun SHINE,” drawing attention to the brands’ renewed collaboration. The unique charm resulting from the collision between outdoor gear and skincare will ultimately benefit the consumers of both brands the most.
This joint marketing campaign is based on three foundations: brand concept integration, product complementarity and recognition, and deep consumer group algorithm — somewhat akin to a recombination of brand advantage genes. Plant Doctor, with its new sunscreen products, and Trailblazers, with their tech-driven skin jackets, provide strong sun protection for summer runners. From the initial product R&D concepts to overlapping user bases, both parties have the foundation and opportunity for cross-industry collaboration.
Just as consumers eagerly await how this year’s “Dare to Love, Fear No Sun SHINE” campaign will surprise them with its marketing format, Trailblazers & Plant Doctor are set to unleash a major marketing push across thousands of retail stores, JD.com flagship stores, and platforms like Codoon.
For in-store marketing activities, from April 1 to April 30, consumers who purchase any product at any Plant Doctor store or Trailblazers JD.com flagship store will have the chance to win prizes such as an in-depth trip to Yunnan, a Plant Doctor skincare gift pack, a Trailblazers ultra-light backpack, a Plant Doctor spray, a Trailblazers headscarf, a Plant Doctor face mask, and Trailblazers vouchers.
Perhaps Trailblazers & Plant Doctor realized that in-store joint marketing alone couldn’t cater to all users. While many still enjoy shopping in physical stores, e-commerce platforms offer the convenience of shopping with just a few clicks. But a fun marketing campaign should be bigger, go further, and have fewer restrictions.
Both the Trailblazers & Plant Doctor social media channels and the JD.com co-branded page will feature a more engaging way to participate — through a game that allows more users to get involved in charity while enjoying additional lucky draw opportunities. This “Dare to Love, Fear No SHINE” game activity has three steps: first, scan the code to enter the game interface and start a virtual run; second, after the game ends, participate in a lucky draw or sign up for an offline charity run; third, donate virtual steps to support charity or simply claim your prize and leave. No registration, no store visit, and no product purchase is required to take part. After playing an engaging game, the system will calculate your virtual mileage, and you can choose whether or not to participate in charitable donations. After signing up for the offline event, for every kilometer you run at the Chengdu Charity SHINE Run, the organizers will donate one yuan to the Yunnan Biodiversity Conservation Center, and you’ll also receive a sunscreen gift from Plant Doctor.
In addition to fans and members of both brands, this joint marketing campaign has also brought in users of the Codoon app to join the run. Free registration for the “Dare to Love, Fear No Sun SHINE” event in Codoon’s local Chengdu activities has already begun. Organizers state that the charity run is not a timed race, but rather an opportunity to discover, improve, and free yourself, and to find the best version of you while running.
It is foreseeable that after collecting big data through this cross-marketing campaign, Trailblazers & Plant Doctor may analyze user preferences in the future, adjust corresponding product strategies, and deliver higher-quality marketing initiatives.
For cross-marketing campaigns between outdoor and skincare brands, the model innovation brought by Trailblazers and Plant Doctor will serve as a shining example. However, marketing concepts are hard to replicate, and cross-industry opportunities must be waited for — it may be difficult for any brand to execute such a seamlessly integrated campaign in the short term. What is certain is that the cross-industry collaboration between Trailblazers and Plant Doctor will bring new ideas for win-win outcomes among more industry brands, while also creating greater value and benefits for consumers.