---
title: "How Brands Can Reach Young Audiences: A Look at C'estbon Grape Holiday's Strategy"
description: "Content + experience + interaction form a closed marketing loop, achieving both brand building and sales. As society and consumers become increasingly youth-oriented, traditional marketing must adapt. C'estbon Grape Holiday's collaboration with \"Heartbeat 20s 2\" offers a successful model for youth marketing."
author: "Asher"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2022-12-30"
language: "en"
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# How Brands Can Reach Young Audiences: A Look at C'estbon Grape Holiday's Strategy

> Content + experience + interaction form a closed marketing loop, achieving both brand building and sales. As society and consumers become increasingly youth-oriented, traditional marketing must adapt. C'estbon Grape Holiday's collaboration with "Heartbeat 20s 2" offers a successful model for youth marketing.

**Introduction: Content + Experience + Interaction Form a Closed Marketing Loop, Achieving Both Brand Building and Sales.**
As times evolve, the trend toward youthfulness becomes more pronounced. Society is accelerating its progress toward a younger demographic, and all consumption mindsets and behavioral patterns are shifting in that direction. The times have changed, and so have consumers in the market. Traditional marketing methods and approaches need to adapt to the behavioral habits of today's young consumers. For brands, how exactly should youth-oriented marketing be executed? China Resources C'estbon, a giant in the FMCG industry, has provided a commendable answer. Recently, C'estbon Grape Holiday's cross-industry collaboration with "Heartbeat 20s 2" created a successful case of brand youth marketing. The project received unanimous industry recognition, winning the Bronze Award for Brand Entertainment Marketing at the 2022 Golden Touchpoints Awards and the 2021-2022 Content Marketing Case Award at the 8th China Marketing Excellence Awards. Additionally, the "Encounter Holiday, Heartbeat Moment" IP full-link marketing project won the Bronze Award for Content Marketing at the 2022 Golden Touchpoints Awards and the Annual Marketing Case at the 2022 TBI Outstanding Brand Innovation Awards. So, what did C'estbon Grape Holiday & "Heartbeat 20s 2" do right to achieve such success?

**Using "Heartbeat 20s 2" as the Content Vehicle to Create Emotional Resonance with Consumers**
When a brand develops a product, there are two core elements: first, product genes, such as quality, taste, and packaging. As a leading brand in drinking water, C'estbon naturally excels in this regard. Second, content genes, such as brand positioning, values, functionality, topicality, and usage scenarios. These enable consumers to clearly and memorably recognize the brand's benefits and personality, driving their identification with the product. For content genes to be embraced by consumers, the brand must align its own tone with the content vehicle. Users only notice a brand when they engage with content they like, so the brand needs to find content that matches its values to build a close connection with consumers. C'estbon Grape Holiday chose "Heartbeat 20s 2" as its content vehicle, fully considering this point.

First, from a consumer perspective, the core target consumers of C'estbon Holiday series products are young people. "Heartbeat 20s 2" is a youth graduation trip social reality show targeting individuals around 20 years old. According to Youku data, viewers under 24 account for 50%, and those with a bachelor's degree or above account for 90%. The show's audience precisely matches Grape Holiday's target consumers. Second, from a scenario perspective, C'estbon Holiday focuses on leisurely and relaxing consumption scenarios, making it a perfect fit to partner with the Z-generation graduation trip dating show "Heartbeat 20s 2." The pristine plateau snow mountains, dreamy forest islands... These scenes of holidays, travel, and romance align with Grape Holiday's usage scenarios, leaving a deep impression on viewers while establishing strong brand recognition. With precise target users and highly matched scenarios, Grape Holiday's core brand attitude aligns closely with the youth travel dating show "Heartbeat 20s." With "Heartbeat 20s 2" as the content vehicle, C'estbon Grape Holiday then integrates corresponding product information into specific scenes, amplifying it into language consumers can intuitively perceive, thereby creating emotional resonance with them.

**Content + Experience + Interaction Form a Closed Marketing Loop, Achieving Both Brand Building and Sales**
Finding the right content vehicle through insights is only the first step in marketing. More important is how to reach consumers through various forms, channel their attention to the brand, and expand influence among the consumer base. C'estbon Grape Holiday's path and methods are worth learning from.

**1. Content: Integrate the brand into the show through diverse exposure formats to deeply reach consumers.**
Grape Holiday combined the presentation style and rhythm of "Heartbeat 20s 2" to subtly permeate brand philosophy and product selling points into every moment through fixed brand moments, guest tastings, celebrity voice-overs, product placements, and deep integration, thereby penetrating consumer minds.

Simultaneously, on social platforms like Weibo, it sparked topics with sharing potential, such as "Heartbeat Moments at 20" and "Campus Fun Stories." KOLs and KOCs from various circles frequently interacted with high engagement on Weibo, turning content into hot topics and igniting social discussions. This leveraged the show's IP influence to empower the brand, attracting high exposure and popularity. By repeatedly stimulating consumer minds, it left a lasting brand impression and effortlessly achieved brand fan growth and expansion of the interested audience.

**2. Experience: Go offline and use real sensory experiences to build strong product recognition.**
After consumers gained basic awareness, C'estbon Grape Holiday simultaneously began offline deployment. Leveraging the content popularity of "Heartbeat 20s 2," it selected 15 campus stores in Beijing and Hubei to create store imagery and run consumer discount promotions. At the same time, it used campus KOCs/communities and official account matrices for brand promotion, strengthening brand-student interaction through vivid displays and store takeovers, reinforcing brand mindshare while boosting product sales and brand voice. Beyond campus stores, C'estbon also created a Holiday & Heartbeat pop-up store in a major commercial district in Shenzhen, centered around the "Heartbeat 20s 2" IP. It recreated key milestone scenes from the show, such as the Spring Class 2, beach islands, and snowy mountain camping, as top-tier displays in the pop-up store. During the event, special guest star and Grape Holiday brand recommender Su Xiaotong, highly popular civilian guest Xia Yingge, and 50 Xiaohongshu influencers gathered on-site, interacting warmly with customers and bringing the atmosphere to a climax.

**3. Interaction: Collaborate with top Taobao streamers and their sub-hosts to complete product category harvesting through live streaming.**
With the marketing layout in content and experience, C'estbon Grape Holiday had already gained a certain influence among a significant portion of young consumers. After establishing brand awareness and influence among the target consumer group, how to effectively convert the massive traffic? Grape Holiday combined the "Heartbeat 20s" IP to empower channel sales through live streaming. During the 618 shopping festival, it partnered with Alibaba's live streaming resources, featuring 2 top Taobao streamers and 4 streamers from different verticals for live commerce, with the support of millions of resources on Tmall Supermarket's online platform, driving a surge in both brand and sales performance.

**What Can We Learn from Grape Holiday & "Heartbeat 20s 2"?**
Beyond the awards, the Grape Holiday & "Heartbeat 20s 2" marketing case was also included in the "2022 Youku Female User Marketing Value Report," which is a testament to its success. In the view of New Distribution, C'estbon Holiday has grasped two key things.

**First, build user trust by focusing on the interests and preferences of young consumers.** With socio-economic development, young consumers' purchasing power is increasing, making them the main force in market consumption and trendsetters. For brands, to capture the primary audience, "youth-oriented" branding has become one of the main marketing strategies. Grape Holiday, by partnering with the "Heartbeat 20s 2" IP, engaged in deep dialogue with young consumers through various forms, "marketing" together with young people to earn their trust.

**Second, implement multi-scenario, omnichannel marketing to form a complete closed-loop chain.** In traditional marketing models, online and offline are often fragmented without effective synergy. Grape Holiday's journey from content to experience to interaction is essentially a fusion and overlay of content, offline, and e-commerce scenarios, with online and offline efforts working together to achieve a full-link marketing closed loop.


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