Recently, the premium milk brand Daily Fresh conducted a precise two-way communication with its target audience during the launch event for its Youhu A2 fresh milk. Through restrained marketing, Daily Fresh prompted more people to think about how to build long-term trust with users, rather than merely focusing on product-based marketing activities.
Effective communication stems from precise insight
We often say that everything should be done according to the specific situation. In marketing terms, this means achieving precise communication with the target audience.
How to communicate? That brings us back to the product's positioning.
The Youhu A2 β-casein fresh milk launched by Daily Fresh is a liquid dairy product made from A2 β-casein milk and processed through pasteurization. It is primarily targeted at infants and young children, with the communication audience being young mothers.
According to the "Insights on Post-85s and Post-95s Mothers" report released by Mob Research Institute, mothers, whether born after 1985 or 1995, generally have a higher level of education, stricter requirements for product quality, and are willing to actively participate in discussions and screening of fresh milk product quality. Therefore, for this group of smart mothers, the brand communication strategy must be more targeted.
Daily Fresh found two breakthroughs for communication.
1. At the brand level, invite industry experts for top-level endorsement.
At this new product launch event, Daily Fresh specially invited Cui Yutao, a top domestic parenting expert, to attend the on-site micro-forum and interact closely with guests and the audience on dimensions such as scientific parenting and refined feeding.
Research has found that most children experience milk transition problems mainly because A1 β-casein in milk generates BCM-7, which can easily lead to type I diabetes, immune and digestive dysfunction in infants and young children.
In contrast, Daily Fresh Youhu's A2 β-casein fresh milk is closer to breast milk and easier for children to absorb, fundamentally solving the pain point of difficult milk transition.
Unlike the approach of maternal and infant KOLs who share and sell products, Cui Yutao's sharing content focuses more on the popularization of parenting knowledge. Through in-depth interpretation of questions such as "What exactly is fresh milk? Is fresh milk suitable for babies? At what age is it appropriate to drink fresh milk?", he not only filled the knowledge gap of mothers regarding fresh milk feeding but also conveyed the high-quality characteristics of Daily Fresh Youhu A2 β-casein fresh milk from a third-party perspective.
As a fresh milk brand that sets a new benchmark for high-end fresh milk in China, Daily Fresh has established authoritative awareness and trust in the public's mind at the brand level by inviting industry opinion leaders for professional endorsement.
2. At the product level, achieve precise matching of user needs.
Needs arise from scenarios. So, in the product consumption scenarios, what core user pain points can Daily Fresh Youhu A2 β-casein fresh milk solve?
First and foremost is the anxiety of milk transition for children. It can be said that every child inevitably faces the transition from formula milk to fresh milk. In the past, many children experienced symptoms of discomfort. How to shorten this process is a concern that many mothers pay close attention to.