Approach

HEM model (Feel rst)

In this marketing campaign, we can also see the HEM model they used.
We all know it indicates that people will feel rst when they tend to purchase. So, what
attractive things did they feel?

Firstly, they can feel the association. It is Qixi festival, obviously you feel the love, romantic啦.
So they associate love, or some romantic vibe and drink through the pink color.

Then they may also feel the comparison. The logo of Luckin is so elegant, grace, peaceful…
While Pepe the frog… Well, you all get that. It tremendously stimulates our eyes, so that we
are all attracted by its ugly package (but also it’s cute).

Maslow
How does this campaign show Maslow's Needs?

The original memes show a scene. A man ordered a gugua frog in order to make fun of his
friend. It illustrates that we need love and belongingness, we need friendship.

More importantly, Luckin provides an excuse for its lonely single customers to laugh at
themselves, ‘I am not lonely’, which is the acceptance of their own situation and shows a
higher level of spiritual needs.

Appeal techniques
Use of humor

Did you send these memes to others before? The youths like us, are used to sharing some
emotional memes to show our emotional status. (Emotional damage)

In this case, luckin catered to its customers, and produce some funny memes by using Pepe
the Frog gure. Therefore, when we get the points, we all accepted these memes and
continue to use them to laugh at ourselves.
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Event warm up

Next, we will introduce the other four strategies of Luckin's campaign.

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 The rst strategy is Event warm up. Before The Qixi Festival, Luckin released such
a suspenseful poster. From the perspective of consumer psychology, through this
warm-up session, it created suspense, aroused consumers’ curiosity, and created a
situation where netizens competed for speculation, therefore built momentum for
the upcoming co-branded campaign.
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A BIG discount
And the second strategy is A BIG discount, which is an evergreen method of
increasing sales volume. Luckin launched new products limited to Qixi Festival, and
set up a big discount to attract consumers to buy.
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Reverse marketing

The third is “Reverse marketing”, which is a special holiday marketing strategy.

As we all know, Qixi festival is a traditional Chinese festival that symbolizes love.
Every year, almost all brands will launch marketing campaigns with sweet and
romantic vibe. Let’s take Huaxizi as an example.
Look at this poster, we can see the couple, love and other elements. However,
Luckin’s campaign with the “孤寡frog” seems to run counter to the usual marketing

strategy of Qixi festival. Why did they do that?

Firstly, when consumers are surrounded by the same old marketing campaigns, the
sense of contrast of Luckin’s special campaign may quickly grab their attention and
interest rst.

But the bene ts of "reverse marketing" are much more than that. Luckin realized
that Qixi Festival is not only a carnival for couples, singles can also participate. So
Luckin wanted to catch both couples and singles. For single, the special meaning
“孤寡” of Pepe the Frog can give them an easy choice for self-mockery. So this kind

of seemingly reverse but positive marketing is more likely to gain single consumers'
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 attention and good feelings.

What’s more, for couples, the creative text "Pepe the Frog likes you " and the two
sweet frogs send blessings to them on Qixi Festival. So from here, we can see how
smart the Luckin ‘s reverse marketing strategy is .
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Co-branding
The last and most important strategy is Co-branding.

In this case, Luckin chose to co-brand with Pepe the Frog, a popular self-mockery
IP among Generation Z consumers today, attracting them to pay for individuality
and creativity.

So what are the roles of co-branding? Let's take a look.

The rst role is brand extension, Luckin and Pepe the Frog work together in nding
mutually bene cial value points, to create double attention and attraction, thereby
achieving a win-win situation

The second is Create scarcity. Luckin designed limited new products, cup sleeves,
paper bags and other Pepe the frog co-branded products to stimulates consumers’
desire to buy.

The third one, co-branding also can reinvent value."ugly and cute" style of Pepe the
Frog prompted a huge spread of UGC on social media platforms, which help to
recreate a more diversi ed and youthful brand image for Luckin through visual
design.
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< This is the summary of this section, here we can see how successful this
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marketing campaign is >