JJ Lin and his “Little Miracle” |GreatCase100

Abstract

This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Li Mengran, who provided information and insights for this video. This case discusses the brand co-creation strategy employed by Singaporean singer JJ Lin and his coffee brand Miracle Coffee. To commemorate his 20th anniversary, Lin launched a world concert tour and leveraged the "celebrity effect" to drive sales at Miracle Coffee's flagship stores and pop-up locations, particularly through a successful flashmob event in Hangzhou, China. The partnership between Lin's music brand and Miracle Coffee allowed the coffee brand to expand its user base and increase store revenue while boosting the popularity of the malls where the Miracle Coffee pop-ups were located. However, the case highlights the need for Miracle Coffee to maintain product quality and for JJ Lin to sustain a positive public image to ensure the long-term success of this brand co-creation strategy. <br>本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝李夢然為本視頻提供信息和見解。本案例討論了新加坡歌手林俊傑和他的咖啡品牌Miracle Coffee所採用的品牌共創策略。為紀念出道20周年，林俊傑發起了世界巡迴演唱會，並利用「名人效應」推動了Miracle Coffee旗艦店和快閃店的銷售，特別是在中國杭州成功舉辦了快閃活動。林俊傑的音樂品牌與Miracle Coffee之間的合作使該咖啡品牌能夠擴大其使用者群並增加商店收入，同時也提高了Miracle Coffee快閃店所在購物中心的知名度。然而，這起案件凸顯了Miracle Coffee需要保持產品品質，林俊傑需要保持積極的公眾形象，以確保這一品牌共創戰略的長期成功。