As August comes to an end, Mona Lisa Tiles’s nearly month-long Smile Festival event also The curtain has come to an end. Since the inception of the Smile Festival, Mona Lisa has clearly stated that it wants to create a different brand festival. In addition to giving away profits from consumption, Mona Lisa hopes to focus more on consumers’ satisfactory experience.
Deepen the service concept and focus on consumer needs
With the arrival of the 13th Smile Festival, Mona Lisa continues to deepen its service concept, launches the diamond membership system in the original member home system, and launches system-wide services at home, including whole-house cleaning services and many other thoughtful touches. Services, providing consumers with complete and systematic brand services and experiences. During the Smile Festival, Mona Lisa also launched activities such as free grand prizes, free slate furniture with brick purchases, free small home appliances, and free souvenir draws, attracting millions of people to participate and interact. According to statistics, during the Smile Festival, Mona Lisa Member Home added 14,516 diamond members, serving approximately 20,000+ households, and established deeper emotional links with consumers through considerate service support.
In order to allow consumers to experience Mona Lisa products more intuitively, Mona Lisa invited home furnishing expert Sister C and Li Huiwen, deputy general manager of Mona Lisa R&D Center, to hold two seminars from the perspective of user experience and product technical performance. A live broadcast to explore more ways to open a home, allowing consumers to have a clearer understanding of their needs when decorating a new home. The peak number of online viewers of the two live broadcasts reached 420,000, and the popularity of the two live broadcasts reached 17 million+.
In addition, during the Smile Festival, Mona Lisa also launched a series of 2400×800 (mm) Roman large stone ceramic large panels to meet consumer demand, realizing one-panel-to-top applications in kitchen and bathroom spaces, and launched a three-piece combination And the four-piece custom-made continuous pattern background wall series provides a more considerate design for the background wall decoration of small apartments.
Launching themed micro-movies to arouse emotional resonance
The Mona Lisa Smile Festival has gone through 13 years, witnessing subtle love, lifelong family ties, life choices, gains and losses... This year Mona Lisa launched the micro-film "Make Encounters Better", from the perspective of shopping guide Ms. Wei Let’s set out to tell the warm little stories around us, convey the warmth and love in life, and arouse people’s positive attitude towards life.
Whether it is a young couple who has run a long-distance love race for seven years, a grandfather and grandson who are dependent on each other, or a migrant worker who puts his family first, the destination of all of them points to home. Mona Lisa hopes to restore the present through this micro film Young people’s most primitive feelings about family and the care of their grandfather and grandson, companionship and waiting, a husband’s cherishment of his wife and children. With the launch of the micro-movie, the Weibo topic "Encounter, Make Smiles Better" was forwarded by 50 Blue Vs, triggering interactive discussions among many netizens.
With the support of new ideas, the Smile Festival theme film "Make Encounter Better" has produced fission communication: Xiaohongshu masters spontaneously released relevant video content, forming traffic aggregation and breaking out of the circle strongly, not only undertaking micro-films , and let the IP bring its own traffic out of the circle.
Innovate marketing methods and carry out fission communication
From "Smile Energy+" in 2019 to "Discover a Better Life" in 2020, and then to the theme of "Make Encounter Better" in 2021, it can be seen that Mona Lisa continues to upgrade the connotation of her smile and create a unique brand tone.
In addition to the heartwarming and heart-warming micro-movie Mona Lisa Smile Festival, it has also made great efforts to "make users laugh", including "The Journey of the Goddess of the Republic of China, Alien Invasion, Liu Guan, Zhang Taoyuan Three Plus One..." The creative short video of Smile not only attracts traffic and promotes activity, but also cleverly implants Smile Festival event information to enhance the influence of IP. Start Douyin experts to imitate the famous painting Mona Lisa, launch a challenge to find the most beautiful Mona Lisa, and achieve fission-style communication driven by the experts.
Mona Lisa also adopts social marketing communication strategies and launches the highlight daily sign H5, which allows users to check in every day and receive their own exclusive smile tag.
Although the theme of each Smile Festival is different, Mona Lisa has always adhered to the concept of "making every tile into a fine art and letting Mona Lisa's smile enter thousands of households" has never changed.
Through a deep insight into consumers' current home decoration needs and relying on its strong scientific research and development technology and innovation capabilities, Mona Lisa has launched a variety of "black technologies" such as whole-house healthy slate systems, translucent slates, and ultra-thin slates. The product refreshes the traditional product experience. Through green, environmentally friendly, good-looking, and high-quality product labels, it seizes the hot spots of consumer demand and makes every home worthy of having a Mona Lisa.
