On November 17th, the 30th "China International Advertising Festival - Advertising Agency Awards Ceremony" was grandly held in the colorful island city - Xiamen. During this star-studded event, the "Gu Ren Du Wang Shi" Spring Festival public relations campaign of Liuguifu Jewelry won the "2023 Marketing Integration Gold Case Award".
In the Chinese advertising industry, the Advertising Agency Awards have been held for 17 years and are a high-profile event showcasing the outstanding performance of brand marketing and communication cases. In the new ecological environment where the demands of advertising agencies in China are constantly changing, the purpose of the Advertising Agency Awards is to honor the outstanding corporate brand leaders and the outstanding communication cases of the year.
Liugufu Jewelry takes "transmitting the six-gui spirit for thousands of years and establishing a jewelry culture brand" as its corporate mission. After 17 years of hard work, it has now become a large-scale jewelry retail group that integrates jewelry design and development, wholesale and retail, and franchise operations. The "Gui Ren Duowang Shi" Spring Festival cultural activity that won this award is based on the Eastern traditional culture background of the Spring Festival, which involves the farewell to the old and the welcome of the new, as well as collecting blessings and wealth. Through online and offline dissemination, it conveys New Year blessings and expresses beautiful wishes for the future to every member of the six-gui family.
A good New Year's decoration brings good fortune to the people of Guangxi
For Chinese people, the Spring Festival is the most important festival of the year and also a golden opportunity for brand annual promotion. Influenced by traditional culture, people believe that purchasing gold jewelry during the Spring Festival will bring good luck for the coming year. At the same time, with the release of the demand for marriage, the popularization of "self-enjoyment" consumption, the increase of demands in various scenarios such as gift-giving during holidays, and the rise of the national trend culture, the demand for gold jewelry is becoming increasingly vigorous.
Therefore, this public relations campaign took advantage of the festive atmosphere of the Spring Festival. The theme not only incorporated the brand name "Liu Gui Fu", but also used homophonic words to convey the blessing of "many noble people and many prosperous events", effectively enhancing the brand recognition. In terms of creative design, Liu Gui Fu combined the product's meaning and design features to create the most representative Spring Festival folk-related accessories (such as red envelopes, lanterns, window patterns, goldfish, firecrackers, etc.), presenting a festive and fun atmosphere of the brand. At the same time, in the design and layout, the use of festive red and calligraphy fonts with cultural and historical significance highlighted the theme of "good decorations in the new year, many noble people and many prosperous events", achieving a harmonious overall visual effect while also possessing traditional cultural connotations.
In terms of event execution and market feedback, Liugufu fully utilized its brand social media matrix, releasing core materials continuously for several days and from multiple perspectives. It also leveraged the popularity of brand ambassador Wang Likun to attract traffic, naturally triggering fan dissemination, guiding interactive discussions, and ensuring the continuous high heat of the event - the overall event achieved a total exposure of over 40 million, a total interaction of over 8 million, and a total reading of over 20 million. This event covered the fan base through multiple channels and diverse methods, continuously attracting new fans to understand the brand concept and products; at the same time, it further optimized the brand image, enhanced consumers' emotional connection with the brand, and strengthened consumers' trust and attention to the brand.
Carry forward the six-pronged spirit for thousands of years, and establish a brand that benefits the decorative arts industry
Liu Guifu Jewelry was founded by Weng Guoqiang, a descendant of the Liu Guifu family, in 2006. Its headquarters is located in Shenzhen, China. Linking history and culture, integrating the spirit of the times, Liu Guifu uses the lotus flower as its cultural symbol. It combines "Chinese Golden Osmanthus Culture" and "Thousand-Year Liu Guifu Spirit" into one, and has established the corporate mission of "Passing on the Thousand-Year Liu Guifu Spirit and Creating Beneficial Fashion Culture".
During the brand building process, Liugufu collaborated with the Beijing Palace Culture Service Center, the Dunhuang Fine Arts Research Institute, the China Cultural Exchange Center, and the Xi'an Qin Brick and Han Tile Museum to successively launch the "Fuyun" ancient craftsmanship cultural gold products, conveying Chinese auspiciousness and highlighting the Eastern charm. Moreover, Liugufu has also fully developed its own brand cultural Gu IP series products including Oriental Garden, Golden Gu Love, Heartwarming Joy Gu, and Sixty-Eight Babies, and has constructed a national innovation top-tier matrix covering all consumption scenarios through "Three Kingdoms Interpretation" (inherit traditional arts, create national products, and spread national trends).
To trace the roots of Guo Guifu Jewelry and represent the culture of Fu Shi. With the recognition of this professional evaluation at the Advertising Master Ceremony, Guo Guifu will continue to motivate itself with the spirit of "winning the championship", opening a new path for the jewelry industry with "National Created Masterpiece", and setting an example for national brands with "Six Gui Splendor". Looking to the future, Guo Guifu is determined to advocate Eastern culture and explore and create for national brands. It has the confidence and ability to convey the infinite charm of Fu Shi culture to the world and drive the Chinese jewelry industry into a more beautiful and better era.