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Do³±czy³: 06 Sty 2024
Posty: 1
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 Effects of character marketing and 2023 success stories |
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What is character marketing? Character marketing is a marketing strategy that uses characters representing a specific brand or product to create an emotional connection with consumers and increase brand awareness. This can encourage consumers to purchase and increase brand loyalty. Effects of character marketingIncrease brand awareness Characters play a big role in conveying a brand’s image and values. Consumers remember the brand through characters, which increases brand awareness. For example, when you see a cute character from a certain brand, you think, “Ah! “It was this brand!” And you can recognize it right away. So, having a character makes your brand more memorable. Emotional connection with consumers Characters play an important role in creating an emotional connection with consumers. This can increase consumers' purchase intent and brand loyalty.
Characters make us feel like friends. So you feel like buying Special Data that brand's products, or your good feelings about that brand become stronger. Thanks to the familiarity with the characters, affection for the brand also grows. Character Marketing 2023 Success Stories Domino's Pizza and Super Mario become unexpected friends The collaboration between Domino's Pizza and Super Mario, which everyone knows, became a hot topic. As leaders in different fields, the two brands met at a time when each other needed promotion and successfully implemented a win-win strategy. Through this collaboration, Domino's Pizza was able to leverage the popularity of the game character to expand its marketing targeting the younger generation, and Super Mario expanded the range of use of the character by linking it with various food menus. Domino's Pizza took advantage of Super Mario's popularity as an opportunity to promote their pizza, especially to the younger generation. “How about pizza while playing games?”
The same concept captured the hearts of young people. On the other hand, through collaboration with Domino's Pizza, Super Mario expanded the world of Mario by introducing character products linked to various food menus in addition to games. This popularity phenomenon ultimately led to great results for both brands. Domino's Pizza's sales volume increased significantly compared to before, and in particular, sales of collaboration products exceeded expectations. Super Mario also confirmed the possibility of activities in various fields other than games through this collaboration. Additionally, both brands saw a significant increase in brand awareness and image. Domino's Pizza is a modern brand with the ability to communicate with the younger generation, and Super Mario is beginning to be recognized as a global character active in a variety of fields, rather than a character active only in games.
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