“Village head” Li Rui shares “experience in being a good bad” with guests as a “subject representative”
On June 27, Liby Group announced that in order to appeal to dads to care and accompany children to grow up on the basis of brand power, Kispa Qu Zi Ba will renamed Kispa (hereinafter referred to as “Kispa”) and Kispa laundry lotion was launched. In the launch event, “village head” Li Rui, host of Dad, where are we going, shared “experience in being a good dad” with guests as “a subject representative”.
It is reported that “Protecting childhood-Kispa classroom national public welfare activity” project, which was directed by the All-China Women's Federation, sponsored by China Women Development Foundation, backed by Chinese Academy of Sciences Behavioral Biology Research Institute in scientific research and supported by “Kispa”, was officially launched. “Kispa” will study Importance of the Role of Father in Families, which is an important part of the activity, together with Chinese Academy of Sciences Behavioral Biology Research Institute. It is the first research on father’s role in family education and is of great significance for the development of family education.
Creative launch event invites village head to share “experience in being a good dad”
It is learnt that in order to coordinate with the theme of “Kispa classroom is open”, with “classroom” as the creative idea, the site was decorated as a classroom with blackboard, flow red flag, desk, platform, red scarf and Young Pioneer badge, which gave a deep impression on audiences.
“In the launch event of “Where has a good dad gone?”, Li Rui, a senior village head who “has met a lot of dads”, drew applause with a humorous and thought-provoking opening. He also chatted with Feng Yeqing, General Manager of Cleaning Department, about being a good dad. He said: “Everyone is busy with work and stressed out now. So they spend less and less time with children or they often play with children absently.” Manager Feng said, “We have been focusing on topics such as absence and high-quality companion of a good dad. As a brand advocating care for family, Kispa intends to arouse the concern of dads and encourages them to accompany children to grow up on the basis of brand power.” Li Rui appealed: “I hope dads could put down mobile phone, IPAD, documents, heavy pressure and impatient eyes, spend at least 15min with children with concentration, care, listening and patience every day.”
Product upgrade lays a foundation for making a mess
It is reported that Qu Zi Ba has greatly improved awareness and reputation and doubled and redoubled the sales volume through sponsoring Dad, where are we going 1 and planting advertisement in Little Daddy. When it was about to be renamed, absence of a good dad was still hotly discussed. Huang Lei, spokesman of Kispa, was very popular in Dad, where are we going 2 and set up an example for a new generation all-round dads. It is visible that there were favorable climatic and human conditions for renaming of Qu Zi Ba. “The launch of Kispa laundry lotion is the core of renaming and upgrading of Qu Zi Ba. Based on the advantages of no chemical residue, skin friendliness and 50% water conservation, we have confident in breaking the monopoly of laundry detergent in the high-end market and building a pioneer of laundry lotion. Xu Xiaodong, Vice-president and news spokesman of Liby Group, said on the scene.
Liby Group, which builds up a fortune by cleaning products, has domestic advanced R&D ability and has continuously improved its R&D strength through cooperation with world leading enterprises. Through cooperation with world-class daily chemical enterprises such as BASF and Novozymes Biotechnology, Kispa laundry lotion successfully increases natural ingredients to three times those of ordinary laundry detergents. As a result, it is free of harm to human body and clothes and saves 50% of water for rinsing.
In order to better coordinate with brand promotion of Kispa, Liby Group also conducts a series of online and offline integrated marketing activities. Except for nationwide distribution and publicity at subway, bus and store, “Kispa” will carry out “television screen + computer screen + mobile phone screen” spatial marketing so as to draw the attention of high-end consumer market. Moreover, Kispa will make advertisements with Huang Lei as the spokesman mainly in provincial satellite TV stations to occupy television screen, encourage users to record or upload their or other’s coups through building “Kispa gallery” with Youku and “Kispa classroom” with Tencent to occupy computer screen and mobile phone screen and develop more promotion plans to encourage consumers to popularize them using social media.
Charity marketing improves brand image
As the most important part of integrated marketing, “Protecting childhood-Kispa classroom national public welfare activity” will be held and parent-child carnival upholding “Kispa high-quality companion” and parent-child lecture will be conducted across the country. Famous experts will be invited to give a lecture on key points and skills of parent-child companion and a series of public welfare activities will be carried out to build a high-end brand image.
Meanwhile, “Kispa” will study Importance of the Role of Father in Families together with the All-China Women's Federation and Chinese Academy of Sciences Behavioral Biology Research Institute. It is the first research on father’s role in family education and is of great significance for the development of family education.