Have you heard that the world's first Chinese virtual singer Luo Tianyi was born in July? This electro singer has been called yyds (eternal God or greatest of all time) and every time she shows up and releases a song, she can cheer up nearly 4.5 million fans on Bilibili!
As the biggest fan of Luo Tianyi, Kang Shi Fu crispy instant noodle ‘Xiang Bao Cui’ gathered all fans online to create the yummiest, hottest and the most upfront gift for Tianyi’s 9-year-old birthday.
This is an escapade for Luo Tianyi, Gen Z, and Xiang Bao Cui.
To the fans of Luo Tianyi, a birthday party is the most rare and special opportunity for them to get closer to Luo Tianyi. With the gift of music, Luo Tianyi can not only impress her fans but also engage with more youths’ communities. With a mission to rejuvenate Kang Shi Fu brand, Xiang Bao Cui has reached Luo Tianyi's fans and broader ACGN community through campaigns such as card collection since their collaboration with Luo Tianyi in early 2020. The birthday party this year will create another impressive interactive experience that connects Xiang Bao Cui and Gen Z.
Call for UGC
We took Bilibili, the ACGN platform, as the main stage and simultaneously extended to Weibo and WeChat, where Gen Z’s playground is, as the channels to collect UGC to prepare for the big birthday party. Kang Shi Fu and Luo Tianyi officially announced the countdown of the big day through their WeChat accounts, while Luo Tianyi called all her fans for UGC on Bilibili and launched a Weibo topic page, which generated social buzz and inspired fans of the virtual idol as well as ACGN fans to create their own celebration videos themed in Xiang Bao Cui products.
The yummiest and hottest birthday celebration!
On the big day, the birthday party for Luo Tianyi officially started! Xiang Bao Cui made all fans’ wishes come true with their self-created videos projected on the big screen. Luo Tianyi presented with a live show of the brand song for Xiang Bao Cui. In return, the brand celebrated with a customized cake made of the crispy instant noodles for Tianyi and all fans. Moreover, all fans got the opportunity to get limited edition themed products from Xiang Bao Cui Tmall’s flagship store. The Bilibili UGC page and Weibo topic page continued after the birthday party with a number of birthday party pictures and videos released. The lucky draw added even more fun.
In just two weeks, Xiang Bao Cui broke barriers of ACGN communities and not only engaged Luo Tianyi's fans who are mostly post-00s males, but also impressed all age groups from different cities across the country. The fans of Kang Shi Fu’s Tmall flagship store increased by 120,000, 30 times the increase in the same period last year. IP and the brand in collaboration through an online and offline ecosystem, enabled Xiang Bao Cui to transform their brand awareness and brand preference among Gen Z, as well as activate the brand personality and lead to better repurchase rate.
Next year will be the 10th birthday for Luo Tianyi, while Xiang Bao Cui and the fans cannot wait...for the next big PARTY!
P.S. DENTSU INTERNATIONAL’S Isobar & Carat LED THE COMMUNICATIONS FOR BRAND & IP THROUGHOUT THE PARTY.
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