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Lead-in Case Analysis

STP for Sports Events: Luckin’s cooperation with Gu Ailing

during BJ Winter Olympic Games

Confronted with the Winter Olympics, a highly anticipated and historic event, brand merchants naturally will not miss the opportunity. But it is worth considering how to stand out among numerous brands, echo the Winter Olympics spirit with their own brand stories, and attract potential consumers under the national sports craze. Regarding this, Luckin Coffee submitted a surprising answer to its marketing colleagues.

On the occasion of the Winter Olympics, a skier named Gu Ailing came into the sight of many netizens with excellent results, and also caught the attention of the audience was the "Luckin Little Blue Cup" with its own "Gu Ailing Cheer" and "Gu Ailing yyds" support cards.

Like Gu Ailing's graceful, smooth, and beautiful skiing movements, Luckin Coffee's marketing model, created by leveraging the Winter Olympics hot topics and partnering with Gu Ailing, is refreshing, making it the only brand to reach the top of hot searches at the same time, and making a full new brand declaration of "Young, Luckin".

Luckin's brand positioning advocates "professionalism, youthfulness, fashion, and health", and the brand tone is also related to competitive sports. We hope to increase product exposure through Olympic events, and at the same time, make more audiences understand and agree with Luckin's brand philosophy, and increase sales.

1. Conduct extensive background checks on the spokesperson to explore the compatibility with the brand tone and the possibility of cooperation

Using public figures with their own popularity and topic to endorse products is a common marketing strategy for most brands. Unlike simply inviting popular celebrities and artists and using current traffic to build momentum for their products, Luckin places more emphasis on the compatibility between the personality and brand tone of the spokesperson compared to popularity and traffic.

Before collaborating with Gu Ailing, the Luckin Coffee team conducted extensive background research and repeatedly watched Gu Ailing's documentaries, learning that she is a highly disciplined and self-control athlete, which is very in line with the brand positioning of Luckin Coffee.

2. Utilize private domains to build emotional connection fields

Unlike through advertising and having spokespersons briefly introduce their products, Luckin has also become a fan of Gu Ailing, allowing Gu Ailing to endorse the brand while also "benefiting" this "treasure girl" to consumers. The official account of Luckin on Weibo has added a fan chat with Gu Ailing, forwarded Gu Ailing's training video, posted posters to celebrate her championship in the competition, and officially announced on Gu Ailing's birthday. The most noteworthy thing is that Luckin has launched a new customized drink for Gu Ailing, the Blue Velvet Sa Xue Latte, as it approaches the opening ceremony of the Olympics. The pure white cream top is like a ski resort, while the clear blue embellished on the cream top is like lightning, just like the swift figure of Gu Ailing on the ski resort.

3. Efficiency first, consistent with the rhythm of genius girls

The production of the advertising film endorsed by Luckin&Gu Ailing was fully coordinated with Gu Ailing's training cycle. The film was produced in 3 days and completed in 13 days, with almost a year's worth of material shooting, including flat and PVC, completed within 1 day, which can be considered an incredible efficiency. Except for advertising shooting, Luckin's response to other promotional work was also surprisingly fast. After Gu Ailing won the championship on the day of the Winter Olympics, the relevant media channels cooperated to complete the update within 2 hours: Gu Ailing's poster covered practical scenes such as office buildings and elevators during the same period; The homepage of online Luckin mini programs and apps will immediately display words such as "Recommended by Gu Ailing" and "Winning the championship"; Gu Ailing's pop-up themed store has also been launched simultaneously in Beijing, providing a real-time immersive check-in and support atmosphere.

Gu Ailing's coffee cup covers, handbags, and other peripherals are also constantly emerging. The most attractive feature is the small advertising space built by Luckin on its own coffee cups, reflecting the ultimate use of limited space in the product. In terms of highly utilizing time and space, Luckin's marketing campaign coincides with Gu Ailing's habit of reasonable planning and strict and efficient execution.

On the day of Gu Ailing's Winter Olympics competition, she achieved an unprecedented championship result, instantly dominating 18 hot search spots on the screen, with a related topic popularity exceeding 10 billion and a peak online popularity of 99.19; The Luckin Weibo index increased by 1684.21% month on month. With the support of Luckin's unique marketing strategy, on February 8, 2022, after Gu Ailing won the championship on Chinese New Year's Eve, Luckin's stores immediately flooded with a large number of orders, and all the items recommended by Gu Ailing were sold out.

Luckin Coffee regards young people as its main consumer group, grasps the current consumption points of young people, improves the taste and quality of coffee, and at the same time, understands the spiritual needs of young people, seeks suitable brand spokespersons, integrates the spiritual temperament of characters with its own brand temperament, and with the help of the popularity of the Winter Olympics, achieves a win-win situation of sales increase and brand promotion.

(Source: https://baijiahao.baidu.com/s?id=1727650789724579378&wfr=spider&for=pc)

Read the case and consider the following questions:

Q1: Who are the target customers of Luckin’s marketing campaign during the BJ Winter Olympic Games?

Q2: What are the special selling points of Luckin’s collaboration with Gu Ailing?

Q3: Point out the successes in this case.