圈层、宠粉、国创、明星媒介化……论爆款营销背面的点睛术
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌营销<span style="color: black;">怎样</span>实现事半功倍的效果</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">究其<span style="color: black;">最后</span>核心，是要打造爆款</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;">创立</span>与受众的深度共鸣</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">激活各类场景的营销效能</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCrjlhVHYeQaCjjUia2ynJWplicIYwkCPMeicf0u7Zhc8frd3hXPHrMEiaAYLXpISYRfg0L6twwkdGM3Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在机遇与挑战并存的新变革时代</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;">第八届媒介360营销传播奖</span></strong></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;">诚邀新时代的新营销人参与</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在变革时代<span style="color: black;">一起</span>探索品牌营销的无限可能性</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;">（<strong style="color: blue;"><span style="color: black;">尤其</span>说明：</strong>案例巡展所<span style="color: black;">触及</span>案例均由参与第八届媒介360营销传播奖参赛<span style="color: black;">机构</span><span style="color: black;">供给</span>。此版块<span style="color: black;">亦</span>是媒介360特意为参赛<span style="color: black;">机构</span>开辟的前期案例宣推预热版块，与<span style="color: black;">最后</span>案例<span style="color: black;">是不是</span>获奖无直接<span style="color: black;">相关</span>。上榜原则为优先提报，优先巡展，特此说明！）</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;"><span style="color: black;">近期</span>，媒介360奖项组委会<span style="color: black;">持续</span>接到众多关于宽延申报截止日期的咨询申请，为进一步扩大媒介360大奖的覆盖面和<span style="color: black;">表率</span>性，让<span style="color: black;">更加多</span>品牌、<span style="color: black;">媒介</span>及代理商更好完成申报工作，现决定将</span></span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">第八届媒介360大奖申报截止日期延期至2021年4月30日</span></span></span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">。已完成申报工作的品牌/<span style="color: black;">媒介</span>/代理商，如需对申报材料进行修改，可在有效期内进行材料<span style="color: black;">弥补</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;">媒介360营销传播奖 部分案例赏析</strong></span></p><span style="color: black;">01</span>大宠爱 ×《2%的爱》宠物综艺营销<span style="color: black;"><strong style="color: blue;"><span style="color: black;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳泛娱乐类-综艺</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">哔哩哔哩</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">品牌</span></strong></span><span style="color: black;">：</span><span style="color: black;"><span style="color: black;">大宠爱</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>主：</span></strong><span style="color: black;"><span style="color: black;">大宠爱</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">目的</span>人群：</span></strong></span><span style="color: black;">萌宠圈层用户、宠物主人</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">目的</span>市场：</span></strong><span style="color: black;">国内宠物<span style="color: black;">药物</span>市场</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">媒介｜接触点组合：</span></strong><span style="color: black;">长视频、中视频、社会化<span style="color: black;">媒介</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销传播期：</span></strong></span><span style="color: black;">2021.2.7-2021.2.14</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">预算：</span></strong><span style="color: black;">500-1000万</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销背景：</span></strong></span><span style="color: black;">品牌<span style="color: black;">长时间</span>关注投入萌宠公益向内容，在业内<span style="color: black;">拥有</span><span style="color: black;">必定</span>的口碑，<span style="color: black;">然则</span>在圈层<span style="color: black;">青年</span>用户中<span style="color: black;">针对</span>品牌理念认知度较低</span><span style="color: black;">营销策划</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">◉ </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">KOL共创</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- 借UP主势力垂直种草安利</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">◉ 策略圈层</span></strong></span><span style="color: black;">- </span><span style="color: black;">深度合作圈层焦点内容</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">商场</span><span style="color: black;">制品</span></strong></span><span style="color: black;">- </span><span style="color: black;">IP加成<span style="color: black;">宣传</span><span style="color: black;">揭发</span></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/jYWeCP7MVTA0VPQq4KalWaT5RzsLYMQeGfmZx7f4hKIpWQw7jDOIMbCrebCzPWfaVY4WwUsEsAzicVE2gTw5htg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">案例亮点</span><span style="color: black;">◉ </span><span style="color: black;">制造场景深度共情 深化大宠爱品牌<span style="color: black;">制品</span>认知</span><span style="color: black;">◉ </span><span style="color: black;">以关</span><span style="color: black;">爱流浪动物为主题 公益向内容深度合作</span>02碧浪×王一博×京东超级宠粉日<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳传播类-直播/电商类<span style="color: black;">媒介</span></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;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">时趣互动（北京）科技有限<span style="color: black;">机构</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;">品牌：</span></strong><span style="color: black;">碧浪</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;"><span style="color: black;">宣传</span>主：</span></strong><span style="color: black;"> 宝洁</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;"><span style="color: black;">目的</span>人群：</span></strong><span style="color: black;">碧浪品牌粉丝及代言人粉丝</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;"><span style="color: black;">目的</span>市场：</span></strong></span><span style="color: black;">洗衣液市场</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">直播/电商类<span style="color: black;">媒介</span></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;">营销</span></strong><strong style="color: blue;"><span style="color: black;">传播期：</span></strong><span style="color: black;">2021.02.21-2021.02.23</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/jYWeCP7MVTA0VPQq4KalWaT5RzsLYMQeIlJ8WiaulyRicUoeGJhBIpRH3F0J86NJ3d8kLkxHbXMvT5fzZ85RWmVQ/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;"><span style="color: black;">营销背景：</span></strong></span><span style="color: black;">近</span><span style="color: black;">年来，电商平台营销IP<span style="color: black;">已然</span><span style="color: black;">作为</span>品牌与消费者非常重要的营销节点。“京东超级宠粉日”<span style="color: black;">做为</span>京东TOP级营销IP，深受品牌热爱。此次碧浪品牌全新升级，为了更好的提高品牌<span style="color: black;">揭发</span>，促进品牌效益和销量转化。<span style="color: black;">因此呢</span>，碧浪<span style="color: black;">期盼</span>联合京东引爆“碧浪京东超级宠粉日”全域营销市场活动，借助碧浪品牌代言人王一博的明星资源，利用京东顶级电商平台和流量，打造出一场S级的电商营销事件。</span></p><span style="color: black;">案例策划</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span>将品牌代言人王一博<span style="color: black;">爱好</span>魔术的特点与和碧浪“除杀抑”三效合一黑科技的品牌特性相结合，<span style="color: black;">精细</span>分析出“碧浪安心魔法<span style="color: black;">保护</span>”概念，<span style="color: black;">全部</span>传播策略均以安心魔法<span style="color: black;">保护</span>为主题，宠粉为主线，贯穿始终<span style="color: black;">案例亮点</span>◉ 明星＋平台＋热搜多维度传播路径全方位引爆全网◉ 各大平台和品牌方纷纷转发助力，联动大粉带头，打造最强传播矩阵，实现最大限度的电商引流03疫情中的零售突围百度AI助力宜家流量逆势增长<span style="color: black;"><strong style="color: blue;"><span style="color: black;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳营销类-效果转换</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">安布思沛（上海）<span style="color: black;">宣传</span>传媒有限<span style="color: black;">机构</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">品牌：</span></strong><span style="color: black;">宜家</span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>主：</span></strong></span><span style="color: black;">宜家</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">目的</span>人群：</span></strong><span style="color: black;">白领人群，与娃同住，90后<span style="color: black;">青年</span>一代</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">媒介｜接触点组合：</span></strong></span><span style="color: black;">效果转化、<span style="color: black;">新闻</span>类<span style="color: black;">媒介</span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销传播期：</span></strong></span><span style="color: black;">2020.3.30-2020.5.10</span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">预</span></strong></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">算</span></strong></span></span><span style="color: black;">：200-500万</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/jYWeCP7MVTA0VPQq4KalWaT5RzsLYMQe36ic6zzwea7K9jEP8sC4cEXr1CQ7azpVaGIKoQIjtIGQCtvvbpic1ZYQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销背景：</span></strong></span></span><span style="color: black;">宜家家居是来自瑞典的<span style="color: black;">全世界</span>知名家具和家居零售</span><span style="color: black;">,一</span><span style="color: black;">直致力于为顾客<span style="color: black;">供给</span>种类繁多,美观实用,老<span style="color: black;">大众</span>买得起的家居用品。</span><span style="color: black;">为所有人<span style="color: black;">供给</span>家居<span style="color: black;">制品</span>和<span style="color: black;">处理</span><span style="color: black;">方法</span>,并以为<span style="color: black;">公众</span>创造更加美好的<span style="color: black;">平常</span>生活为理念。</span><span style="color: black;">家装行业搜索趋势受到疫情影响，<span style="color: black;">导致</span><span style="color: black;">需要</span>积压，家装行业在百度上的搜索<span style="color: black;">需要</span>在疫情<span style="color: black;">时期</span>降至冰点，宜家线上门店流量和线下到店人流受到疫情影响，同比2019同期下降<span style="color: black;">显著</span>。</span><span style="color: black;">宜家<span style="color: black;">期盼</span>在春季家装季来临时，把握消费者的家装意愿，从而<span style="color: black;">提高</span><span style="color: black;">自己</span>门店到访量和线上官网流量，实现线上+线下的零售突围。</span><span style="color: black;">营销策划</span><span style="color: black;"><span style="color: black;">◉ </span></span>在全国范围内抓住三大<span style="color: black;">目的</span>受众，<span style="color: black;">创立</span>品牌偏好并<span style="color: black;">最后</span>形成转化◉ 结合线上数据实现线下导流并最大效率吸引线下到店◉ 追溯线上<span style="color: black;">宣传</span>带来的线下引流效果<span style="color: black;">案例亮点</span>◉ 结合AI慧眼系统基于“时+地+人”的多维空间定向，实时剔除到店人群，<span style="color: black;">精细</span>把控线下门店导流<span style="color: black;">需要</span>，寻求人群最优解04OPPO x B站 x《天官赐福》国创IP营销<span style="color: black;"><strong style="color: blue;"><span style="color: black;">案例类别：</span></strong><strong style="color: blue;"><span style="color: black;">最佳泛娱乐类-动漫</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong><span style="color: black;">哔哩哔哩</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">品牌：</span></strong></span><span style="color: black;">OPPO Reno 5系列</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>主：</span></strong><span style="color: black;"> OPPO手机</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">代理<span style="color: black;">机构</span>：</span></strong><span style="color: black;">无</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">目的</span>人群：</span></strong></span><span style="color: black;">18-24岁女性群体</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">目的</span>市场：</span></strong></span><span style="color: black;">以高校<span style="color: black;">大学女生</span>群体为主，及二三线城市爱拍照跟随潮流的<span style="color: black;">青年</span>女性市场</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">媒介｜接触点组合：</span></strong><span style="color: black;">长视频 、中视频、社会化<span style="color: black;">媒介</span>、效果转化、户外/新场景、KOL/KOC]</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销传播期</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">2021.1.11-2021.2.11</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">预算：</span></strong><span style="color: black;">1000-2000万 </span></span><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTA0VPQq4KalWaT5RzsLYMQeAiaAfsHrtsrKoIU8FvbhwpHK2Dx8jAUeOOHJrMlbcKtN85pE4Afr0MA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">随着5G时代的到来，视频化创作<span style="color: black;">作为</span>用机新趋势，2020年底，OPPO推出主打人像视频功能的Reno 5系列，<span style="color: black;">制品</span>聚焦18-24岁以下<span style="color: black;">青年</span>群体，尤以女性用户为主。品牌<span style="color: black;">期盼</span><span style="color: black;">经过</span>符合TA<span style="color: black;">爱好</span>的内容及方式，触达<span style="color: black;">青年</span>消费人群，烙印Reno 5系列人像视频功能的<span style="color: black;">制品</span>心智。</span><span style="color: black;">营销策划</span><span style="color: black;">◉ </span>全链路造发布大事件，强IP赋能抢占用户心智<span style="color: black;">◉ </span>从品牌TA的内容<span style="color: black;">爱好</span>入手，借势IP赋能<span style="color: black;">制品</span>，并联动B站原生圈层力量，<span style="color: black;">经过</span>诚意满满的<span style="color: black;">制品</span>+用户高好感度的内容+有情怀有共鸣的营销方式来表达<span style="color: black;">制品</span>的实力，做出<span style="color: black;">制品</span>区隔化传播，达成用户心智<span style="color: black;">霸占</span><span style="color: black;">案例亮点</span><span style="color: black;">◉【全民“玩”梗】</span><span style="color: black;">◉</span><span style="color: black;">【<span style="color: black;">制品</span>“融”梗】</span><span style="color: black;">◉【场景“圆”梗】</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">05</p>腾讯音乐娱乐集团甜蜜发糖节<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳泛娱乐类-活动</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;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">时趣互动（北京）科技有限<span style="color: black;">机构</span></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;">品牌：</span></strong><span style="color: black;">腾讯音乐娱乐集团（TME）</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;">宣传</span>主：</span></strong><span style="color: black;">腾讯音乐娱乐集团（TME）</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;"><span style="color: black;">目的</span>人群：</span></strong></span><span style="color: black;">腾讯音乐娱乐服务<span style="color: black;">运用</span>者</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;">目的</span>市场：</span></strong></span><span style="color: black;">腾讯音乐娱乐服务的用户</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">全<span style="color: black;">媒介</span>/融<span style="color: black;">媒介</span>、电视、 长视频 、社会化<span style="color: black;">媒介</span>、户外/新场景</span><span style="color: black;">、KOL/KOC]</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;">营销传播期：</span></strong><span style="color: black;"><span style="color: black;">2020.12.7-2020.12.15</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;"><span style="color: black;">预算：</span></strong><span style="color: black;">100-200万 </span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTA0VPQq4KalWaT5RzsLYMQeKHsWD2wTs7ib2TF0dpltKcHH1WMPqpqkHibYh5xXuAVgqDJzmAP31FJQ/640?wx_fmt=png&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;"><span style="color: black;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">2020年突如其来的疫情冲击着<span style="color: black;">平常</span>生活，<span style="color: black;">亦</span>对<span style="color: black;">全部</span>社会<span style="color: black;">心情</span><span style="color: black;">导致</span>消极影响。随着疫情放缓与经济回暖，<span style="color: black;">累积</span>的消费欲在618、双11等购物</span><span style="color: black;">节集中释放，但在购物节 GMV 屡创新高的<span style="color: black;">同期</span>，<span style="color: black;">公众</span>所需的情感上的<span style="color: black;">陪同</span>感、碰撞感却无处释放。腾讯音乐娱乐集团（TME）<span style="color: black;">做为</span>音乐娱乐的领军集团，在2020年12月12日上市两周年之际，<span style="color: black;">怎样</span>利用在音乐娱乐行业的<span style="color: black;">优良</span>，<span style="color: black;">经过</span>音乐传递<span style="color: black;">更加多</span>正能量，让音乐温暖人心，<span style="color: black;">同期</span>在<span style="color: black;">机构</span>上市两周年之际，用<span style="color: black;">实质</span>的福利来回馈用户，感谢一路支持和<span style="color: black;">陪同</span>，完成一场“有声量”“有温度”的整合营销，是此次营销的<span style="color: black;">重点</span><span style="color: black;">目的</span>。</span></p><span style="color: black;">营销策划</span><span style="color: black;">◉ 打造从C端到B端，从线上到线下的“音乐行业首个狂欢盛典节日”</span><span style="color: black;">◉ <span style="color: black;">区别</span>纬度同步「发糖」，触达C/B两端，一场整合营销将声量与影响力拉满</span><span style="color: black;">案例亮点</span><span style="color: black;">◉ 看得见的甜蜜祝福</span><span style="color: black;">◉ 摸得到的甜蜜祝福 </span><span style="color: black;">◉ 玩的嗨的甜蜜祝福</span>06《治愈一亿人过年<span style="color: black;">懊恼</span>综合症》BMW APP社交裂变创意推广<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳传播类-短视频</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;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">巨量引擎</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;">品牌：</span></strong><span style="color: black;">BMW</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;">宣传</span>主：</span></strong><span style="color: black;">BMW</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;"><span style="color: black;">目的</span>人群：</span></strong></span><span style="color: black;">春节BMW兴趣人群</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;">目的</span>市场：</span></strong></span><span style="color: black;">春节档汽车市场</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">短视频、KOL/KOC</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;">营销传播期：</span></strong><span style="color: black;">2021.2.4-2021.2.11</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;">预算：</span></strong><span style="color: black;">200-500万 </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;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">当下<span style="color: black;">青年</span>人<span style="color: black;">针对</span>春节，有很<span style="color: black;">繁杂</span>的<span style="color: black;">心情</span>。一方面迎接欣喜，沉浸在多日不见的家人团聚中；另一方面是陷入抓狂，停不下的长辈问候、问不完的过年回谁的家、到底什么时候生娃……堪<span style="color: black;">叫作</span>“过年甜蜜<span style="color: black;">懊恼</span><span style="color: black;">综合症</span>”。而今年春节，往常的“<span style="color: black;">高兴</span>交加”，却因疫情的<span style="color: black;">原由</span>，<span style="color: black;">没法</span>“年在<span style="color: black;">一块</span>”，<span style="color: black;">怎么样</span>在<span style="color: black;">全部</span>社会<span style="color: black;">心情</span>都<span style="color: black;">处在</span>低气压下，<span style="color: black;">怎么样</span>唤醒人们曾经过年时与父母的美好，<span style="color: black;">同期</span>在一众“让你哭”的营销里，<span style="color: black;">提高</span>BMW品牌的好感度，“让你笑”起来呢？</span></p><span style="color: black;">营销策划</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">◉ </span><span style="color: black;">经过</span>多端方言示范视频，开启<span style="color: black;">全部</span>“年在<span style="color: black;">一块</span>”的挑战</p><span style="color: black;">案例亮点</span>◉ 集结当下<span style="color: black;">青年</span>人更为头疼的过年<span style="color: black;">懊恼</span>，<span style="color: black;">选择</span>6组风格迥异的家庭，唤起春节与父母在<span style="color: black;">一块</span>的幸福记忆◉ 借助全民任务的形式，号召<span style="color: black;">大众</span>参与春节回忆07网易文创 《如是生活》微纪录片栏目<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳泛娱乐类-纪录片</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;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">网易传媒</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;">品牌：</span></strong><span style="color: black;">网易文创</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;"> 中视频 </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;">营销传播期：</span></strong><span style="color: black;">2020年9月推出</span></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;"><span style="color: black;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">谁能描绘出生活的模样？<span style="color: black;">每一个</span>人眼里不尽相同，但总有细微处能<span style="color: black;">诱发</span>群体共鸣。在茫茫人海中找寻那隐隐发光的身影，从<span style="color: black;">她们</span>的故事里，体悟到生活的本质。</span></p><span style="color: black;">营销策划</span><span style="color: black;"><strong style="color: blue;">◉ <span style="color: black;">名人</span>纪实方向</strong></span>- 挖掘寻找社会上闪耀着微光的TA，讲述TA独一无二的、跌宕起伏的人生故事<span style="color: black;"><strong style="color: blue;">◉ 用户故事方向</strong></span>- 收集记录品牌用户的真实故事，讲述在品牌<span style="color: black;">制品</span>影响下生活带来的温暖改变，从而<span style="color: black;">表现</span>品牌温情<strong style="color: blue;">◉ 用户故事方向</strong><strong style="color: blue;"><span style="color: black;">疾患</span>纪实方向</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">期盼</span><span style="color: black;">经过</span>纪实跟拍，展现 “个体<span style="color: black;">病人</span>”的真实生活与情感故事，让<span style="color: black;">公众</span>更深入的<span style="color: black;">认识</span><span style="color: black;">病人</span>面对<span style="color: black;">疾患</span>时的态度和内心<span style="color: black;">选取</span>，给予应有的理解与尊重</p><span style="color: black;">案例亮点</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span>背靠网易品牌，联动<span style="color: black;">优秀</span>内容频道，有易挖掘并接触拍摄到<span style="color: black;">行业</span>内真实的、触动人心的人与故事<span style="color: black;"><strong style="color: blue;">◉ </strong></span>谈心社内容团队制造爆款经验丰富081场直播<span style="color: black;">怎样</span>收获5100位高意向购车用户？“超级直播日”探索在线新零售<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳传播类-效果转化</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;"><span style="color: black;">代理<span style="color: black;">机构</span>：</span></strong><span style="color: black;">上海李奥贝纳<span style="color: black;">宣传</span>有限<span style="color: black;">机构</span>北京分<span style="color: black;">机构</span></span></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;">品牌：</span></strong><span style="color: black;">宝马</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;">宣传</span>主：</span></strong></span><span style="color: black;">宝马（中国）汽车贸易有限<span style="color: black;">机构</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;"><span style="color: black;">目的</span>人群：</span></strong></span><span style="color: black;">宝马汽车兴趣用户</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;">目的</span>市场：</span></strong></span><span style="color: black;">中国大陆</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">效果转化、直播/电商类<span style="color: black;">媒介</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;">营销传播期：</span></strong></span><span style="color: black;">2020.10.15-2020.10.17</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;">预算：</span></strong><span style="color: black;">200-500万 </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;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">BMW 5系历经七代传承，如今已<span style="color: black;">作为</span>细分市场无可争议的标杆之作。2020年9月，<span style="color: black;">刚才</span>完成中期改款的新BMW 5系在北京车展重磅上市，再次实现<span style="color: black;">制品</span>实力的全面跃升。10月薪BMW 5系将进行大规模城市上市会，以众多经销商为核心开展新品宣推和转化促进。</span></p><span style="color: black;">营销策划</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span><span style="color: black;"><strong style="color: blue;">品牌号为阵地激活<span style="color: black;">目的</span>用户</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">经过</span>直播campaign和品牌阵地的联动，可突破线下活动的限制，触达<span style="color: black;">更加多</span>的潜在<span style="color: black;">目的</span>用户，<span style="color: black;">帮忙</span>经销商和本地潜客<span style="color: black;">创立</span>直接联系，促进终端转化</p><span style="color: black;"><strong style="color: blue;">◉ </strong></span><strong style="color: blue;">以效果通为<span style="color: black;">统一</span><span style="color: black;">精细</span>导流持币潜客</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">最后</span>以效果通+直播+抖音品牌号的整体模式，不仅传达新品及售卖政策等信息，更可<span style="color: black;">精细</span>收获持币潜客</p><span style="color: black;">案例亮点</span>◉ 筹备期：<span style="color: black;">优秀</span>经销商甄选，打造“直播天团”◉ 预热期：效果通<span style="color: black;">有效</span>宣推，带动“用户种草+线索收集”◉ 引爆期：品牌号全国覆盖+效果通本地化聚焦，<span style="color: black;">精细</span>导流经销商直播间09谷歌数字营销人才<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">数字化转型类-数字化转型服务商</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;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">群邑（上海）<span style="color: black;">宣传</span>有限<span style="color: black;">机构</span></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;">品牌：</span></strong><span style="color: black;">谷歌</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;">宣传</span>主：</span></strong></span><span style="color: black;"><span style="color: black;">谷歌</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;"><span style="color: black;">目的</span>市场：</span></strong></span><span style="color: black;">中国大陆与中国台湾</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;">营销传播期：</span></strong><span style="color: black;">2020.3.15-2020.12.30</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;">预算：</span></strong><span style="color: black;">200-500万 </span></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;"><span style="color: black;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">2020年1月23日，中国武汉正式封城。不久，中华各地先后进入紧急状态，<span style="color: black;">一晚上</span>之间，数百万人失业，无数企业，尤其是传统的非数字化企业，纷纷倒闭。<span style="color: black;">针对</span>求职者<span style="color: black;">来讲</span>，2020年将要<span style="color: black;">作为</span>有史<span style="color: black;">败兴</span>最艰难的一年。成千上万的大学毕业生因就业前景堪忧，前途未卜，心生迷茫。与此<span style="color: black;">同期</span>，<span style="color: black;">由于</span>疫情下的隔离政策，企业们被迫将业务向线上转移。<span style="color: black;">因此呢</span>众多企业<span style="color: black;">亦</span>面临着数字化人才短缺的困境。</span></p><span style="color: black;">营销策划</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span><span style="color: black;">经过</span>这项计划弥补中国数字营销人才的缺口，<span style="color: black;">处理</span>人才供给与行业<span style="color: black;">需要</span>不匹配的问题，<span style="color: black;">帮忙</span>尽可能多的人重返工作岗位，履行谷歌的社会责任义务<span style="color: black;">案例亮点</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span>谷歌识别并<span style="color: black;">同期</span><span style="color: black;">处理</span>了两个问题，<span style="color: black;">最后</span>实现个人与企业的双赢<span style="color: black;"><strong style="color: blue;">◉ </strong></span><span style="color: black;">经过</span><span style="color: black;">认识</span>挣扎中的企业需要<span style="color: black;">经过</span>数字化来<span style="color: black;">存活</span>，以及急需数字技能和工作的求职者，谷歌能够确定其在<span style="color: black;">帮忙</span>缓解疫情的<span style="color: black;">消极</span>影响方面<span style="color: black;">能够</span>发挥的<span style="color: black;">功效</span>10别克昂科威S x 万茜明星媒介化<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">数字化转型类–数字化转型<span style="color: black;">制品</span>/系统/软件</span></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;">品牌：</span></strong><span style="color: black;">别克昂科威S</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;"><span style="color: black;">宣传</span>主：</span></strong><span style="color: black;">上汽通用别克</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;">目的</span>人群：</span></strong></span><span style="color: black;">平均年龄34岁，本科毕业，白领精英，家庭年收入水平30万+，88%已婚，61%有小孩</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;">目的</span>市场：</span></strong></span><span style="color: black;">新一线/二线城市</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">短视频 、社会化<span style="color: black;">媒介</span>、<span style="color: black;">新闻</span>类<span style="color: black;">媒介</span></span><span style="color: black;">、KOL/KOC</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;">营销传播期：</span></strong></span><span style="color: black;">2020.7.29-2020.10.30</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;">预算：</span></strong><span style="color: black;">5000-1亿 </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;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">2020年7月，别克昂科威S上市，这是一款时尚有品位、在主流合资中型SUV中独树一帜的<span style="color: black;">制品</span>；昂科威S集时尚、运动、操控等FBI点于一体，为主流合资中型SUV注入了新的亮点；昂科威S是一台活出<span style="color: black;">美丽</span>的车，<span style="color: black;">同期</span>2020年夏天《乘风破浪的姐姐》<span style="color: black;">做为</span>首档女性励志综艺，一经播出<span style="color: black;">快速</span>火遍全网。昂科威S的<span style="color: black;">美丽</span>代言人——万茜，<span style="color: black;">最后</span><span style="color: black;">亦</span>顺利成团，凭借《浪姐》收获超高人气和<span style="color: black;">专题</span>，<span style="color: black;">作为</span>当代女性活出<span style="color: black;">美丽</span>的<span style="color: black;">表率</span>；</span></p><span style="color: black;">营销策划</span><span style="color: black;"><span style="color: black;"><strong style="color: blue;">◉ </strong></span>一辆「活出<span style="color: black;">美丽</span>」的时尚运动SUV别克昂科威S，一位在2020年最火综艺中C位出道的「<span style="color: black;">美丽</span>」励志姐姐万茜，用「人生在握，活出<span style="color: black;">美丽</span>」的宣言点燃全网，碰撞出流量的万有引力</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span>创新打造明星媒介化， 让明星<span style="color: black;">作为</span>流动的<span style="color: black;">宣传</span>牌，使品牌流量最大化<strong style="color: blue;">◉ </strong><span style="color: black;">利用粉丝经济，<span style="color: black;">经过</span>SOCIAL<span style="color: black;">专题</span>冲榜、挑战明星标志动作等互动，别克昂科威S 与万茜全方位携手，点燃全网热度</span><span style="color: black;">案例亮点</span><span style="color: black;">◉ 玩透明星媒介化，GET超强记忆度</span><span style="color: black;">◉ 借势不如乘势，0<span style="color: black;">移植</span> 0赞助 超热度收获免费1.5亿<span style="color: black;">揭发</span></span><span style="color: black;">◉ 像经营品牌<span style="color: black;">同样</span>，经营明星饭圈</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">11</p>心系城市发展以向善力助燃小店烟火<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳营销类-金融保险</span></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;">品牌：</span></strong><span style="color: black;"><span style="color: black;">安全</span>普惠</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;">宣传</span>主：</span></strong><span style="color: black;"><span style="color: black;">平</span><span style="color: black;">安普</span><span style="color: black;">惠</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;"><span style="color: black;"><span style="color: black;">目的</span>人群：</span></strong></span><span style="color: black;">小微企业主</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;">目的</span>市场：</span></strong></span><span style="color: black;">小店经济</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">短视频 、社会化<span style="color: black;">媒介</span>、<span style="color: black;">新闻</span>类<span style="color: black;">媒介</span></span><span style="color: black;">、KOL/KOC</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;">营销传播期：</span></strong></span><span style="color: black;">2020.8.21-2020.9.6</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;">预算：</span></strong><span style="color: black;">1000-2000万</span></span></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;"><span style="color: black;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">疫情之后，小微企业主生意<span style="color: black;">由于</span>客流少而面临资金流转的<span style="color: black;">困难</span>，整体上小微企业对<span style="color: black;">将来</span>的经营持悲观<span style="color: black;">心情</span>，不愿意在现有的生意模式上投入<span style="color: black;">更加多</span>资金，这将直接影响了<span style="color: black;">安全</span>普惠的业务发展。另一方面，小微融资贷款业务在良莠不齐市场下难以<span style="color: black;">得到</span>小微客群的信任，急需树立正向的品牌形象，将自己与小微企业主站在<span style="color: black;">一块</span>的可信赖形象传递给消费者。</span></p><span style="color: black;">营销策划</span><span style="color: black;">◉ 与抖音联手，</span><span style="color: black;">聚焦为城市点燃烟火的<span style="color: black;">哪些</span>小店主们带去复苏的“燃料”</span><span style="color: black;">案例亮点</span><span style="color: black;">◉ 核心创意是打造“828人气小店”<span style="color: black;">专题</span></span><span style="color: black;">◉ 流量奖励的形式激励全网参与互动</span>12博柏利天猫超级品牌日整合营销<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳传播类-效果转化</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;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">电通（上海）投资有限<span style="color: black;">机构</span></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;">品牌：</span></strong><span style="color: black;">博柏利/BURBERRY</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;">宣传</span>主：</span></strong><span style="color: black;">博柏利/BURBERRY</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;"><span style="color: black;">目的</span>人群：</span></strong></span><span style="color: black;">GenZ潮流、下沉市场、高奢人群</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;">目的</span>市场：</span></strong></span><span style="color: black;">全国</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">效果转化、直播/电商类<span style="color: black;">媒介</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;">营销传播期：</span></strong></span><span style="color: black;">2020.9.-2020.11.</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;">预算：</span></strong><span style="color: black;">3000-5000万 </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;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">博柏利BURBERRY，是成立于1856年的标志性英国奢侈品牌。2018年3月，意大利设计师Riccardo Tisci成Burberry新任创意总监，品牌标识从经典格纹转向TB 标识，打造一系列面向<span style="color: black;">青年</span>消费者的潮流爆款，品牌风格向<span style="color: black;">青年</span>潮流转型。<span style="color: black;">同期</span>，Burberry是奢侈品行业在数据营销<span style="color: black;">行业</span>的先锋品牌，<span style="color: black;">连续</span>致力于探索最新数据营销手段，<span style="color: black;">处理</span><span style="color: black;">实质</span><span style="color: black;">商场</span>问题。</span></p><span style="color: black;">营销策划</span><span style="color: black;"><span style="color: black;"><strong style="color: blue;">◉ </strong></span></span><span style="color: black;">借助天猫超级品牌日，<span style="color: black;">提高</span>品牌在电商平台的声量</span><span style="color: black;"><strong style="color: blue;">◉ </strong></span><span style="color: black;">经过</span>全链路整合营销，加大对GENZ、下沉市场等新奢族的渗透<strong style="color: blue;">◉ </strong>利用阿里数据银行/unidesk <span style="color: black;">精细</span>圈人，人货场媒结合精细化运营，促进店铺<span style="color: black;">营销</span>转化<span style="color: black;">案例亮点</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">◉ 独家多<span style="color: black;">方向</span>沉浸式直播</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">◉ 借势超品</p>13雅诗兰黛DW打造毕业妆容<span style="color: black;">专题</span>营销<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;">案例类别：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最佳泛娱乐类-活动</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;"><span style="color: black;">参赛<span style="color: black;">机构</span>：</span></strong></span><span style="color: black;">哔哩哔哩</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;">品牌：</span></strong><span style="color: black;">雅诗兰黛</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;">宣传</span>主</span></strong></span><span style="color: black;">：雅诗兰黛</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;">目的</span>人群：</span></strong></span><span style="color: black;">18-24岁<span style="color: black;">青年</span>女性</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;">目的</span>市场：</span></strong></span><span style="color: black;">中国大陆</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;">媒介｜接触点组合：</span></strong></span><span style="color: black;">社会化<span style="color: black;">媒介</span>、</span><span style="color: black;">KOL/KOC、</span><span style="color: black;">长视频 、中视频</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;">营销传播期：</span></strong></span><span style="color: black;">2020.7.15-2020.7.30</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;">预算：</span></strong><span style="color: black;">200-500万 </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;">营销背景</span></strong><span style="color: black;">：</span></span><span style="color: black;">主打不厚·不闷·不卡·不浮的雅诗兰黛DW粉底液<span style="color: black;">期盼</span>在夏季与<span style="color: black;">青年</span>人<span style="color: black;">创立</span>沟通，在派发5ml体验装宠粉福利的<span style="color: black;">同期</span>拉新<span style="color: black;">更加多</span><span style="color: black;">青年</span>新客，打响DW在B站的夏日声势</span></p><span style="color: black;">营销策划</span><strong style="color: blue;">◉ </strong>聚焦毕业季妆容场景为DW打造毕业妆，让用户有处可“妆”<span style="color: black;">案例亮点</span>◉ 找到了最适合毕业季夏日热点发酵的平台——B站◉ 打造了今夏最具仪式感的的<span style="color: black;">专题</span>#百万毕业妆大赏#<a style="color: black;"><span style="color: black;"><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;"></span></a><span style="color: black;">(媒介360营销传播奖新升级：谁在引领品牌焕<span style="color: black;">外链</span>潮？)</span>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><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;"></span></span></a></h2>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">(媒介360营销传播奖：谁将<span style="color: black;">作为</span>数字化转型引领者？)</span></h2><span style="color: black;"><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;"></span>
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