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Shuanghui brand plan｜2024.03｜Creative Planning

Brief

Project Title: Shuanghui “Spicy or Not?” Sausage Integrated Advertising Campaign

Campaign Theme: Spice Has Gravity! Shuanghui “Spicy or Not?”

Project Positioning:This campaign aims to convey the brand tone of "healthy and delicious, spicy and trendy, youthful and vibrant" through creative content. Using "spice" as an emotional connector, it targets the 18–35-year-old demographic to build a high-recognition, emotionally expressive product identity. The communication strategy taps into everyday life scenarios (e.g., binge-watching, travel, studying), reinforced by interactive topics and social gameplay to deepen user resonance and brand stickiness.

💡 Creative Concept & Execution

🎯 Brand Positioning & Product Concept

  • Target Audience: Students and young professionals aged 18–25, who value emotional expression, authenticity, and social content

  • Product Features: Three levels of spiciness (Sichuan pepper, Yunnan pickled pepper, and classic chili blend), highlighting the "flavor gradient"

  • Design Language: Fresh color contrasts, youthful anthropomorphic IP characters, conveying the brand value of “defeating life’s challenges with spicy momentum”

  • IP Design: Unique character for each flavor, paired with personalized slogans

📣 4 Phases of Engagement

  1. Warm-Up – “Then Share the Spice”

    • Theme: Show Me Love

    • User Interaction: Encourage users to share moments of love in their lives through videos/Vlogs/text/audio. Collaborate with creators to release relatable content, building emotional resonance and an interactive atmosphere.

  2. Heat-Up – “Then Show the Spice”

    • Offline Music Collaboration: Cacien band performs Spicy Spicy Spicy, with interactive zones and check-in stations to spark offline engagement

    • Online COS Singer Showcase: Call for users to cosplay as singers and perform their favorite songs, uploading the videos to the campaign platform

  3. Explosion – “Then Set Out with Spice”

    • Online Game: Charge for LOVE – Users choose a spicy character to battle life’s “bosses”

    • Offline Live-Action Game: Partner challenge in a maze with tasks, blending emotional expression with puzzle-solving

    • Rewards: Sausage blind boxes, discount coupons, branded gifts, etc.

  4. Afterglow – “Then Sail with Spice”

    • Set up a campaign memory wall, emotional check-in zone, and message board to increase warmth and emotional attachment, encouraging long-term brand affinity and repurchase behavior

🧩 Creative Highlights

  • Uses “spice” as a metaphor for emotion and self-expression, aligned with Gen Z values

  • Multi-platform integration (short videos, live streaming, games, pop-ups) fosters deep content engagement

  • Builds a complete loop from user emotion → product interaction → social expression → brand resonance

  • Each activity module includes actionable scripts and shareable topics for seamless execution and viral spread

🌶️ Outcomes & Significance

  • Establishes youthful brand perception and boosts product social visibility

  • IP characters enhance recall and packaging recognition

  • User-generated content spans videos, graphics, games, and more — achieving both high engagement and strong conversion potential



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