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

Zhuo Cai () and Jingmei Ren ()
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Zhuo Cai: Lanzhou Jiaotong University
Jingmei Ren: Lanzhou Jiaotong University

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 804-810 from Springer

Abstract: 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.

Keywords: HEYTEA; Daydream Program; Marketing Strategy; Internet-famous Brand (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-368-9_95

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