宣传撞车网易云音乐？听听知乎怎么说
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">写在前面的话：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是「<span style="color: black;">宣传</span>文案」向<span style="color: black;">哪些</span>活跃在创意一线/市场一线的创作人提问的第26期，接受提问的对象是<span style="color: black;">「知乎品牌部」</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在过去的4年时间里，有几个品牌只要是出了<span style="color: black;">宣传</span>，<span style="color: black;">「<span style="color: black;">宣传</span>文案」都是愿意去追一下的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">「知乎」<span style="color: black;">便是</span>其中<span style="color: black;">始终</span>在追的一个。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一方面跟我<span style="color: black;">自己</span>是一个<span style="color: black;">「知乎」</span>的重度用户<span style="color: black;">相关</span>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一方面在「知乎」的<span style="color: black;">宣传</span>里，能看到一个品牌的成长，以及成长过程中的摇摆、挣扎、和自我迭代。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2017年3月27日，「知乎」对外投放了一组主题为“<span style="color: black;">每日</span><span style="color: black;">晓得</span>多一点”的户外<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVqyFEzvrZhmONFts4U0Rx9CdLuYv1Wzwt9Nqib9yZNiadKficeIkdPVMt3mczzv7FbKziacyrLGPLMCwg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">图 | @木习习要飞</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而在这之后，<span style="color: black;">持续</span>有徐静蕾、周冬雨等明星上知乎答题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一前一后的两件事，<span style="color: black;">亦</span>许并<span style="color: black;">无</span>直接的联系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但却给了我一个鲜明的印象，那<span style="color: black;">便是</span>“<span style="color: black;">「知乎」</span><span style="color: black;">起始</span>放下身段了”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span>在<span style="color: black;">宣传</span>里直接和受众沟通的文案部分<span style="color: black;"><strong style="color: blue;"><span style="color: black;">和前两年“高冷感”相比，你能看到“逗你玩”的一面。</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">嫁接影视明星，则有可能<span style="color: black;">寓意</span>着今后<span style="color: black;">「知乎」</span>可能<span style="color: black;">经过</span>在娱乐圈层进一步的渗透从而触及到更广泛的圈层。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而<span style="color: black;">详细</span>到这次<span style="color: black;">“<span style="color: black;">每日</span><span style="color: black;">晓得</span>多一点”的主题<span style="color: black;">宣传</span>上面，<span style="color: black;">「知乎」又做了<span style="color: black;">那些</span>层面的思考？</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">面对<span style="color: black;">宣传</span>出街后，<span style="color: black;">由于</span>和“网易云音乐乐评车厢”<span style="color: black;">宣传</span>时间点刚好撞上了，加上<span style="color: black;">宣传</span>的内容有部分都是从用户中来的，被<span style="color: black;">有些</span>网友们质疑形式上的雷同感，<span style="color: black;">「知乎」又是<span style="color: black;">怎么样</span>的<span style="color: black;">回复</span>的？</span></span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">或许，在这一期的<span style="color: black;">「<span style="color: black;">宣传</span>文案」专访里， 你能看到你从未想过的<span style="color: black;">「知乎」——</span></span></span></span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"> 1 </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这次的<span style="color: black;">宣传</span>创作<span style="color: black;">是由于</span>知乎市场部自己来主导的吗？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">知乎品牌部</span></strong></strong><strong style="color: blue;">：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">「知乎 2017 春季品牌<span style="color: black;">宣传</span>」项目，是知乎市场部从2016年冬天<span style="color: black;">起始</span>立项，<span style="color: black;">咱们</span>接下来<span style="color: black;">起始</span>了主题方向确定、代理商<span style="color: black;">选取</span>等流程，之后的一切创意执行由知乎是和<span style="color: black;">宣传</span>代理商<span style="color: black;">一块</span>来<span style="color: black;">一起</span>确定，<span style="color: black;">最后</span><span style="color: black;">咱们</span>在三个月<span style="color: black;">上下</span>的时间内完成。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"> 2 </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这次的<span style="color: black;">宣传</span>投放有<span style="color: black;">那些</span>项目？<span style="color: black;">日前</span><span style="color: black;">宣传</span><span style="color: black;">重点</span>投放在了<span style="color: black;">那些</span>城市？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">知乎品牌部</span></strong></strong><strong style="color: blue;">：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每年，知乎都会<span style="color: black;">按照</span><span style="color: black;">机构</span>成长<span style="color: black;">状况</span>，预判<span style="color: black;">机会</span>来做一次<span style="color: black;">宣传</span>投放，推动<span style="color: black;">机构</span>健康成长，今年的<span style="color: black;">宣传</span><span style="color: black;">亦</span>是随着知乎健康成长自然而然的一个动作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">去年和前年，<span style="color: black;">咱们</span>的<span style="color: black;">宣传</span>主题是「认真的回答社区」，今年的主题是「<span style="color: black;">每日</span><span style="color: black;">晓得</span>多一点」，其中<span style="color: black;">包含</span>平面<span style="color: black;">宣传</span>、楼宇<span style="color: black;">宣传</span>、电影院贴片<span style="color: black;">宣传</span>、<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>等子项目。 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今年，知乎的平面<span style="color: black;">宣传</span>投放集中在一线、新一线及部分二线城市；你在这些城市的<span style="color: black;">轻轨</span>、公交候车亭、楼宇、大学校园都有可能看到知乎的<span style="color: black;">宣传</span>。平面<span style="color: black;">宣传</span>一共24条，<span style="color: black;"><strong style="color: blue;">整体以明快的波普风呈现出来，<span style="color: black;">大众</span>会看到，<span style="color: black;">每一个</span>画面都对应了文案内容有所区格</strong></span>，下面是几个例子：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmL4nVHaCcAT4x6mvLwWqibzOHNM1SmRrcC5u2rzF63zMGzcKollNUct0A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLCL9t1O2DlZJrsHic0eC304fEJDBknImco20xqveK2vicYejgfKpVDe2Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLLQssDUPOynssToC0tW4QQ8Fib6SogFpnna6mxKxUTp2RtCOMH2wgp3g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">刚才<span style="color: black;">亦</span><span style="color: black;">说到</span>，<span style="color: black;">咱们</span>的<span style="color: black;">宣传</span>可不止平面哦，还有好玩的电影院贴片<span style="color: black;">宣传</span>、楼宇电梯视频<span style="color: black;">宣传</span>，<span style="color: black;">近期</span><span style="color: black;">倘若</span>看了电影《速度与激情8》的人，可能会<span style="color: black;">重视</span>到倒数<span style="color: black;">第1</span>个<span style="color: black;">宣传</span>就出自知乎。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在楼宇电梯视频<span style="color: black;">宣传</span>里，<span style="color: black;">咱们</span>设计了悬念式场景，<span style="color: black;">期盼</span><span style="color: black;">导致</span>用户的好奇心。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个视频是想让<span style="color: black;">大众</span>思考「<span style="color: black;">怎样</span>更好地认识自己」。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个视频是想让<span style="color: black;">大众</span><span style="color: black;">发掘</span>，生活中<span style="color: black;">有些</span>未曾<span style="color: black;">留意</span>的细节，<span style="color: black;">背面</span><span style="color: black;">亦</span>可能有着值得琢磨的有趣知识。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在电影院插片<span style="color: black;">宣传</span>，<span style="color: black;">咱们</span>干脆重现了知乎上<span style="color: black;">大众</span>讨论比较多的一个场景：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这两天，<span style="color: black;">大众</span>在刷<span style="color: black;">伴侣</span>圈的时候，<span style="color: black;">亦</span>可能会<span style="color: black;">重视</span>到知乎的<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>「关于自己，你<span style="color: black;">晓得</span>的太少。关于世界，你想<span style="color: black;">认识</span><span style="color: black;">更加多</span>。」<span style="color: black;">（<span style="color: black;">无</span>刷到这条<span style="color: black;">宣传</span>的，<span style="color: black;">能够</span>待会儿点击原文链接<span style="color: black;">认识</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"> 3 </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">不管是平面<span style="color: black;">宣传</span>还是视频<span style="color: black;">宣传</span>， 和前两年<span style="color: black;">必须</span>花时间去思考<span style="color: black;">宣传</span>的内容相比，从<span style="color: black;">第1</span>感受上来看的话，今年知乎的所有<span style="color: black;">宣传</span>，尤其是里面的文案部分读起来<span style="color: black;">显出</span>更直白和更通俗点，做出<span style="color: black;">这般</span>的变化是为了获取更海量的用户吗？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">知乎品牌部</span></strong></strong><strong style="color: blue;">：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">知乎认为，在<span style="color: black;">区别</span>的成长<span style="color: black;">周期</span>，知乎有<span style="color: black;">区别</span>的话想跟用户说。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在过去2年，<span style="color: black;">咱们</span>想直白地告诉用户知乎的面貌是什么样的，<span style="color: black;">因此呢</span><span style="color: black;">经过</span>平面<span style="color: black;">宣传</span>和视频<span style="color: black;">宣传</span>等，给用户留下知乎是「认真的回答社区」的印象。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今年，知乎想进一步让不<span style="color: black;">认识</span>、不<span style="color: black;">晓得</span>知乎是什么的用户，更深层次理解知乎的面貌，了解自己能够在知乎获取什么，<span style="color: black;">因此</span>直接<span style="color: black;">选择</span>了用户的UGC内容，更直白地去让<span style="color: black;">大众</span><span style="color: black;">晓得</span>：<span style="color: black;">这儿</span>能为<span style="color: black;">她们</span>带来相对生动有趣，并且对工作、生活有用的知识获取体验。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmL4SVrCRYrycL1QYBiaUd1rVaWpZVoFEicXQf4gVqIaDmkId3AgAKEm6Yw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"> 4 </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从知乎这次<span style="color: black;">宣传</span>呈现的内容来看，平面<span style="color: black;">宣传</span>中有一部分是来自用户<span style="color: black;">平常</span>在社区上的回答，有一部分是为了推自己的<span style="color: black;">制品</span>，有一部分<span style="color: black;">乃至</span>是为了投放的环境而<span style="color: black;">详细</span>创作的，而朋友圈<span style="color: black;">宣传</span>则采用了知乎的「神回复」，能<span style="color: black;">不可</span>说说你们在<span style="color: black;">宣传</span>的内容上是怎么筛选的？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">知乎品牌部</span></strong></strong><strong style="color: blue;">：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>在<strong style="color: blue;"><span style="color: black;">「品牌特征」和「观看者体验」</span></strong>这两个维度上，做了一下权衡；优先围绕职场、生活和科普这三类主题，分别挑选了个人成长、有态度、有<span style="color: black;">帮忙</span>、涨姿势<span style="color: black;">关联</span>的几类内容。 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLmzcmCgBd7RLWs7xuVamCzPv7qkzG6yec3AcxZUAF0MmfSktPjoZjJA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">并且，<span style="color: black;">咱们</span>还着重<span style="color: black;">思虑</span>了内容与所投放媒介场景的<span style="color: black;">相关</span>性，做了针对性的素材挑选和设计：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，针对分众楼宇，<span style="color: black;">咱们</span>就单独优先推「电梯版」的<span style="color: black;">宣传</span>内容；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLMH7ibIMhtyZEibneBp9IP2ozazOvEWsmxk4uY53ZfntbBbtIBkgJqOEA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLnTdw30dibzdVpFc6aHcSELHPG9cQxET3iaUHibvEt8J9icUt773hqic9gwQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对<span style="color: black;">轻轨</span>和公交，<span style="color: black;">咱们</span>推出「等车版」<span style="color: black;">宣传</span>内容，<span style="color: black;">期盼</span><span style="color: black;">经过</span>这些内容<span style="color: black;">陪同</span><span style="color: black;">大众</span>度过一段无聊的等待时间，<span style="color: black;">帮忙</span><span style="color: black;">她们</span> get 一个生活小技能，<span style="color: black;">或</span><span style="color: black;">由于</span><span style="color: black;">忽然</span>接到一个梗而能够会心一笑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLJxstNK2jkXY33Tic5ST1p1GmqJEumvRwLV3ZdSl5bxMNGsSgTbOSVDg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">针对<span style="color: black;">伴侣</span>圈，<span style="color: black;">咱们</span>则推出更适合社交场景讨论的内容，<span style="color: black;">选取</span>了一系列可能瞬间戳中<span style="color: black;">大众</span>的「神回复」回答：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLFSYib3HQoicFe8MoJxEG5j56vxialy7RujsLUWyggLVwySEAJGicDFItyg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLqvDcuLflyhhWjlDka3Kmtcufh5FBs1c2hKS7L5eo5ib11RLHrlxKK2g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/DREjdIibZkVr9Jjic4HH1BBD8gGpibLrjmLianm2U1p2BxIazaiau2rr9qCqaXMkNsyvpCJwRDGmBWa8afPn7KxvkaA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，<span style="color: black;">因为</span>平面<span style="color: black;">宣传</span>和视频等承载媒介的限制，<span style="color: black;">咱们</span>只能<span style="color: black;">选择</span>部分篇幅短的内容，还有<span style="color: black;">非常多</span>字数较多、非常认真、能够传递知乎气质的内容<span style="color: black;">不可</span>够<span style="color: black;">运用</span>，这一点还是挺遗憾的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"> 5 </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">可能是<span style="color: black;">由于</span>平面<span style="color: black;">宣传</span>出街时间先后的关系，加上<span style="color: black;">宣传</span>的内容有部分都是从用户中来的，有不少人会拿知乎这次的<span style="color: black;">宣传</span>和前不久网易云音乐在<span style="color: black;">轻轨</span>上投放的<span style="color: black;">宣传</span>进行比较， <span style="color: black;">乃至</span>觉得在模仿网易云音乐，你们怎么看待网友的这种议论？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">知乎品牌部</span></strong><strong style="color: blue;">：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相信有<span style="color: black;">必定</span><span style="color: black;">宣传</span>传播常识的人都会<span style="color: black;">认识</span>，一次<span style="color: black;">很强</span>规模的<span style="color: black;">宣传</span>传播从策划，到<span style="color: black;">途径</span><span style="color: black;">选取</span> - 确认排期 - 设计完稿 - 正式上线，周期都不会短；<span style="color: black;">因此</span>并不是知乎临时起意，<span style="color: black;">选取</span>跟风。 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">咱们</span>看来：网易云音乐是一款非常优秀的<span style="color: black;">制品</span>，<span style="color: black;">她们</span>连接了用户 - 音乐 - 以及<span style="color: black;">伴同</span>而生的<span style="color: black;">心情</span>和感受，有<span style="color: black;">非常多</span>乐评<span style="color: black;">亦</span>非常触达人心。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">至于<span style="color: black;">为何</span><span style="color: black;">一样</span>借用了UGC的「力量」，这<span style="color: black;">亦</span>许<span style="color: black;">便是</span><span style="color: black;">所说</span>的「英雄所见略同」吧。 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>在策划这个<span style="color: black;">宣传</span>时，<span style="color: black;">亦</span>深刻的感受到：知乎<span style="color: black;">做为</span>一个知识分享平台，来自用户贡献的，<strong style="color: blue;"><span style="color: black;">最为原生的内容胜过所有<span style="color: black;">宣传</span>技巧和浮夸诠释</span></strong>，这些内容天然就<span style="color: black;">表率</span>了知乎的价值，<span style="color: black;">亦</span>是最直接的吸引潜在新用户，<span style="color: black;">创立</span>对话的方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"> 6 </strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">日前</span><span style="color: black;">宣传</span>投放有一段时间了，达到你们的预期了吗？<span style="color: black;">关联</span>的数据能<span style="color: black;">不可</span>透露下。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">知乎品牌部</span></strong></strong><strong style="color: blue;">：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span><span style="color: black;">能够</span>看到的一个数据是，截止4月24日，知乎的百度移动搜索指数<strong style="color: blue;"><span style="color: black;">从 3 月 27 日品牌<span style="color: black;">宣传</span>出街后，有了 67% 的增幅</span></strong>，为近三个月内最高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">延伸阅读：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2016年知乎<span style="color: black;">宣传</span>：</span><a style="color: black;">谢谢你曾是一个问题少年</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2015年知乎<span style="color: black;">宣传</span>：</span><a style="color: black;">认真你都能输，那<span style="color: black;">亦</span>是见了鬼了</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天的推送<span style="color: black;">便是</span>酱紫。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">评论区<span style="color: black;">能够</span>互动的<span style="color: black;">专题</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">你看完知乎这组<span style="color: black;">宣传</span>的感受？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">回复“<span style="color: black;">宣传</span>笔记”4个字，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">能够</span>看「<span style="color: black;">宣传</span>文案」过去4年发的<span style="color: black;">文案</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">没去奥美中国面过壁</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">没上李奥贝纳摘过星</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">没到环时互动抢过包</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">没跟一线大咖吹过水</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">没什么能拿出<span style="color: black;">来讲</span>的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只是暂时还<span style="color: black;">爱好</span><span style="color: black;">宣传</span><span style="color: black;">罢了</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>一句话<span style="color: black;">亦</span>不想打动你</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">微X</span>ID：adwriter</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">博客</span>：@<span style="color: black;">宣传</span>文案- </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎ID：二毛</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
期待更新、坐等、迫不及待等。 你的见解独到，让我受益匪浅，非常感谢。
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