Chinese animation Doula Continent has gained huge popularity among the young with tens of billions of views since its launch in 2018. Since then, Kang Shi Fu's newly launched product Rattan Pepper Flavor Noodle has been partnering with Doula Continent anime.
By leveraging Doula's integrated IP ecosystem, Kang Shi Fu and Doula co-created a series of innovative experience for Doula fans, including mobile games, co-branded products, add-ons, theme stores and packaging designs with IP visuals. We've seen so many brands crossover while most are just one-offs. But Kang Shi Fu's long-term collaboration with Doula Continent anime has empowered the brand with unique engagement with the IP fan community.
Given the 4th anniversary of Doula anime as well as the partnership with Kang Shi Fu, innovative marketing approach is still the key to the brand’s continued popularity in the fan community as well as the instant noodle market.
All Tailor Made for the Fans.
Kang Shi Fu, as the advertiser, created an immersive online and offline celebration with Doula fans and tailor made the noodle product to celebrate the 4th anniversary. By teaming up with Tang San, the leading character in the anime, “Come and have noodles. Treat on me” became a meme in the fan community.
Breaking Barriers for Anime Community.
Kang Shi Fu invited some of the best cosplayers to act the famous scene of Doula world. When the anime characters came to life and sold noodles in the real world, it drove the fans so excited. With Tang San’s noodle meme mentioned again in the cosplay, the product and the IP were closely connected.
One of the most interesting part was the anniversary video. It ended with a surprise show featuring Doula female characters dancing with the noodle product. We also released behind-the-scenes footage on Weibo. Fans were also fond of the branded IP blind box lucky draws through the teaser as well as WeChat moments that winners won free noodle product that is the same with Tang San’s.
With Weibo, WeChat, and Tencent Video as the key communication platforms, where most fans watching the Doula Continent anime and related contents, Kang Shi Fu made broader fans fully aware of the brand and product in a short time.
Kang Shi Fu brand generated 3.1 billion impressions, with an increase of nearly 420,000 new followers to the brand’s mini program. The Weibo content related to the Kang Shi Fu brand accounted for up to 15% of the total comments on Doula Continent anime.
The collaboration between Kang Shi Fu and Doula Continent anime has demonstrated a fully connected IP ecosystem where the fans' love of IP can be transformed into the love of the brand.
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