The era of standalone brand marketing is coming to an end. Joint branding, mutual penetration of consumer groups, and the double traffic and mutual benefits brought by cross-industry marketing enabled Trail Explorer and Dr. Plant to achieve impressive results in their collaborative campaign last year. In April 2017, they will once again launch a cross-industry marketing campaign themed "Dare to Love, Fear No Sun SHINE," drawing attention to their renewed collaboration. The unique charm born from the fusion of outdoor and skincare will ultimately benefit the consumers of both brands.
This joint marketing campaign is based on three key elements: brand philosophy integration, product complementarity, and deep consumer segmentation analysis—almost like a strategic reshuffling of brand strengths. Dr. Plant offers new sunscreen products, while Trail Explorer provides high-tech skin clothing, delivering strong sun protection for summer runners. From product development concepts to overlapping user bases, both sides 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, Trail Explorer & Dr. Plant are gearing up to unveil a massive marketing push across thousands of retail stores, JD.com flagship stores, and platforms like Codoon.
For in-store promotions, from April 1 to April 30, customers who purchase any product at any Dr. Plant store or Trail Explorer’s JD.com flagship store will be entered to win prizes such as in-depth Yunnan tours, Dr. Plant skincare gift packs, Trail Explorer ultra-light backpacks, Dr. Plant sprays, Trail Explorer headscarves, Dr. Plant face masks, and Trail Explorer vouchers.
Perhaps Trail Explorer & Dr. Plant realize that in-store joint marketing alone can'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 truly engaging marketing campaign should aim bigger, go further, and break more limits.
Through their self-media channels and JD.com co-branded page, Trail Explorer & Dr. Plant will introduce a more fun participation method—a game that allows more users to engage in charitable causes while enjoying greater chances to win prizes. This "Dare to Love, Fear No SHINE" game consists of three steps: First, scan the code to enter the game interface and start a virtual run; second, after the game ends, players can enter a lottery or sign up for an offline charity run; third, donate virtual steps to support a good cause or simply claim your prize. Registration isn’t required, nor do you need to visit a store or make a purchase. After playing the fun game, the system will calculate your virtual mileage, and you can choose whether to contribute to charity. If you participate in the offline event, every kilometer you run at the Chengdu Charity SHINE Run will result in a ¥1 donation to the Yunnan Biodiversity Conservation Center, and you’ll also receive a sun protection gift from Dr. Plant.
Beyond fans and members of both brands, this joint marketing campaign has also engaged Codoon app users to join the run. Free registration for the "Dare to Love, Fear No Sun SHINE" event in Codoon’s Chengdu city activities has already begun. Organizers emphasize that this is not a timed race but an opportunity to discover, improve, and free yourself while finding the best version of you through running.
It’s easy to predict that after collecting big data from this cross-industry marketing effort, Trail Explorer & Dr. Plant may analyze user preferences and adjust product strategies accordingly to deliver higher-quality campaigns in the future.
For cross-industry marketing between outdoor and skincare brands, the model innovation introduced by Trail Explorer and Dr. Plant serves as a shining example. However, marketing concepts are hard to replicate, and cross-industry opportunities don’t come along often—few brands may achieve such a seamless campaign in the near future. What’s certain is that the collaboration between Trail Explorer and Dr. Plant will inspire new ideas for mutual success across industries, while also creating greater value for consumers.