A Study of Marketing Strategies Based on the Daydream Program of the Internet-famous Brand HEYTEA

DOI

10.2991/978-94-6463-368-9_95How to use a DOI?

Keywords

HEYTEA; Daydream Program; Marketing Strategy; Internet-famous Brand

Abstract

HEYTEA is a highly regarded tea beverage brand. Its Daydream program is a unique marketing campaign that has created a buzz on social media for its stylish, dreamy, and interactive nature. The paper is based on the marketing strategy of the daydream program of the Internet-famous brand HEYTEA to gain insights into its effectiveness in attracting the target audience and increasing brand awareness. The paper will analyze the marketing tactics of the Daydream program, including online and offline promotion methods, social media communication strategies, and user engagement experiences. The impact of these strategies on brand awareness and consumer behavior will then be evaluated. The case study of the program will be explored for its inspiration and value to brand marketing. Finally, this paper will summarize the strengths and limitations of the marketing strategies of the HEYTEA Daydream program and make some suggestions to help other brands better utilize Internet marketing strategies in the digital era to enhance brand influence and consumer loyalty.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhuo Cai
AU  - Jingmei Ren
PY  - 2024
DA  - 2024/02/14
TI  - A Study of Marketing Strategies Based on the Daydream Program of the Internet-famous Brand HEYTEA
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 804
EP  - 810
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_95
DO  - 10.2991/978-94-6463-368-9_95
ID  - Cai2024
ER  -