Taiwan's tea drinking culture has been popular for more than 20 years. Today, the annual business opportunities in the packaged tea market exceed 25 billion, and there are many brands. There are more than 20 products that are on the sales list, can be heard by name, and are advertised on TV. , it is not easy for new products to break through and create a brand style that is different from the past. The advertising materials (pictures, audio and video) used to shape the image must also be accurately delivered to the targeted market consumers and implant awareness, which is even more difficult in today's information explosion every day.
 
  To this end, Puyun chose "the first choice brand for data-driven advertising" for dynamic marketing, hoping to find a clear target audience in the above-mentioned Red Sea environment. It also planned detailed communication channels to create an image of Puyun's high-quality tea. Through 10-second short video and audio materials, the brand spirit of "Pure Art Comes out of Fine Rhythm" is accurately conveyed and the details of its products are explained.
 
These people love to drink bottled tea and know how to be particular about it.
    "In the current digital ecosystem of information explosion and fast food, it is quite difficult for the audience to watch the entire audio-visual advertisement." Chen Yanren, deputy general manager of the marketing business of Domain Action, pointed out that the endurance of Internet users is very limited. If they are not themselves Interesting information is usually skipped directly, let alone requiring them to read it carefully. Therefore, many advertisements use a countdown mechanism to allow consumers to watch for a limited number of seconds of 5 or 10 seconds, creating an "Advertising is very effective and consumers have seen it." Regarding this mechanism, Chen Yanren said that it is not only a visual obstruction to consumers, but also difficult to achieve substantial benefits for the brand owners who entrust advertising.
 
    Lai Jinghan, deputy director of marketing business of Domain Action, believes that the biggest reason for this phenomenon is that the advertisement simply does not find the right audience. Only through multi-dimensional data analysis can we truly dig out the "tea drinkers" and the "bottled tea" Consumers who are in demand, willing to try new things, and have requirements for tea soup, aroma, and construction methods. In the Taiwanese market, the largest group of people who buy bottled tea are office workers, followed by students over 18 years old. The top three channels for buying bottled tea, in order, are: convenience stores, retail centers, and large supermarkets, among which convenience stores The majority of stores are 7-11. From data research, Domain Marketing also found that white-collar workers are particularly interested in tea soup, aroma, and construction methods, and they attach great importance to the atmosphere presented by the "brand image." .
 
(The emphasis on single origin of tea leaves is the characteristic of Puyun products and the brand essence of "Puyun")

 
Accurate targeting, targeting white-collar regulars in convenience stores
In this regard, Domain Marketing has taken the following three steps with its exclusive "Hybrid Data" engine:
1. First use the data to find those who stay in commercial office buildings for more than 6 to 8 hours a day from Monday to Friday → find office workers
2. Reuse invoice data and data comparison to target those who frequently visit 7-11 stores in six cities → find out 7-11 regulars among office workers
3. Finally, target those who have purchased competing products or searched for competing products online → Find out the consumers/interests of bottled tea and viewing channels
 
    Through the above data mining, Yudong helped Puyun find a precise and clear target audience, and then played a 3-second animation through the creative advertising space to catch the eyes of the target audience, and then broadcast the TVC video on the bottom placement. (It does not disturb the viewing experience, but can attract the audience to divert their attention and watch carefully). In the end, the VTR (View Through Rate) of this video exceeded 30%, which means that even if the video advertisement can be skipped, it still exceeds 30%. After viewing this ad in its entirety, it created a CTR (Click Through Rate) of over 5%, significantly exceeding the average click-through rate for similar ads. Because of such excellent results, Puyun's marketing team also decided to increase investment, hoping to communicate with the target group more meaningfully.
 
（  講究理性工法和品牌質感設計風格，吸引懂品茗的上班族消費者選購）
 
Build brand image and reputation, gain insights into life
    Chen Yanren emphasized that he can create awareness for this new brand, and then build reputation through in-depth communication, and help customers shape the brand image they set, so that Domain Marketing can be proud of it.

    Lai Jinghan also said that by using data analysis and comparison in various dimensions of life, the consumer behavior excavated will not only have one aspect, but can also comprehensively grasp customers for brand owners/advertisers, which not only effectively maximizes the value of budgets, but also saves money. Wrong placement, avoiding waste, making the entire marketing project effective, and promoting products smoothly are what Domain Marketing is best at and what we enjoy doing.
  
(Insert the product image + supermarket discounts in the first three seconds to attract the attention
of the target audience first)
 
 
  
(Audio and video advertisements are played at the bottom of t
he page to deeply communicate the essence of the product and the brand spirit)
 
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