New Media Ecology 2024 Fall: Short Essay 1

Cobranding of Bananain and 999 Cold Medicine (蕉内x三九感冒灵)

Bananain: Founded in 2016, Bananain is a brand that focuses on the design, development, production, and sales of underwear, socks, and other apparel products. Bananain takes "redefining basic styles" as its brand concept and is committed to providing consumers with a comfortable, healthy, and environmentally friendly wearing experience.

999 Cold Medicine: A brand under China Resources Sanjiu, 999 Cold Medicine's products mainly target common colds and other diseases. As a well-known cold medicine brand in China, 999 Cold Medicine has a broad consumer base and market share.

Product: "I don't catch a cold" set

1. Sweat-wicking Bananain Thermal Skin (排汗蕉内热皮): A warm underwear suitable for winter wear, using Bananain's sweat-wicking technology to keep the body dry.
2. Double bursting bead mask (双爆珠口罩): A creative mask with two bursting beads built in, which can release a cool fragrance and relieve the discomfort when wearing a mask.
3. Themed stickers and handbags: Stickers and handbags printed with the theme of "I don't catch a cold" increase the fun and uniqueness of the product.

Consumers

The target consumers of this joint venture are mainly young people, especially those who pursue individuality and focus on a comfortable life. These consumers may have a certain aesthetic fatigue with traditional brands and hope to express their unique taste and attitude toward life by purchasing joint products.

Marketing

Theme: "I don't catch a cold"（我不感冒）
Aims to convey a positive and courageous attitude towards life. This theme aligns with young people's values today and easily resonates with them.

Marketing Actions

1. Short Film Marketing：

Three "magic reversal" dramas satirize the bad phenomenon of "pretending" in society. The dramas show young people's "indifferent" attitude towards art, time, and love and their courage to challenge traditional concepts and pursue their lifestyles.
Style: humorous satire, full of creativity
Link：https://mp.weixin.qq.com/s/eYFMSR6-uxoREfDhGHVPZw

2. Social media communication:

Use social media platforms such as Weibo and Douyin to release information about joint products and event content to attract fans to interact and forward.
Promotion to stimulate user interest in participation (Earned media) - topic #不嘎冒精神#;
Drive KOL secondary creation of topic content: #When did you realize that you should be yourself#

3. Offline pop-up store：

Design features of the pop-up store

Robotic arm thermal skin demonstration area: The base is composed of a wrap-around long LED screen and a gridiron frame, with glass fences on all four sides, which is simple and transparent. Two robotic arms work together to support a half-body model wearing a giant thermal skin and complete the movement on the trajectory planned by the system.
Interactive environment cabin: Three sets of interactive environment cabins form a semi-open space for experiencers to touch and feel the fabrics of Bananain thermal skin.

Interactive experience in the pop-up store

Fabric display area: Experiencers can touch and feel the fabrics of Bananain thermal skin and gain a deeper understanding of the texture and comfort of the product.
Water-display design: "No cold." The thermal skin has a small design behind it. When it comes into contact with water, the words appear, presenting a string of "no cold" secret codes, which increases interactivity and fun.

Data Feedback

The collaboration performed well in terms of views, discussions, and interactions on Weibo and Douyin.