【案例赏析】《做家务的男人》综N代的续航
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/ChanOmkWl5mu4icgQM7XqSibjLKKUZ9lwN6L8SeVuBd5qa9oOlsMZSF0TTWbDRHictYJOJicFNCn5ZPW1Igpk5OpOQ/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>01<span style="color: black;"><strong style="color: blue;">背景</strong></span><span style="color: black;"><span style="color: black;">长时间</span><span style="color: black;">败兴</span>的</span><span style="color: black;">“男主外，女主内”思想，让<span style="color: black;">有些</span>女性主动或被动默认了承担家务的事实</span><span style="color: black;">，</span><span style="color: black;">然而</span><span style="color: black;">在现代社会，男女在职场和公共事务上同等竞争、<span style="color: black;">一样</span>付出的语境下，这种观念亟需改变</span><span style="color: black;">。</span><span style="color: black;"><span style="color: black;">做为</span>一档综</span><span style="color: black;">N</span><span style="color: black;">代节目</span><span style="color: black;">，《</span><span style="color: black;">做家务的男人</span><span style="color: black;">》</span><span style="color: black;"><span style="color: black;">连续</span>以</span><span style="color: black;">“做家务”为独特视角来洞悉亲密关系，并在新一季节目中以“全男班集结的家务学院”为全新卖点</span><span style="color: black;">，</span><span style="color: black;">力图展现男人</span><span style="color: black;">“立志扫天下，必先扫一屋”的家务养成之路</span><span style="color: black;">。</span>02<span style="color: black;"><strong style="color: blue;">策略</strong></span><span style="color: black;">《做家务的男人》到了第四季，不仅积极调动核心粉丝的观看，<span style="color: black;">同期</span>强调了家务理念的升级和进化，在新一季节目中强调「家务是件大事儿，全面认可家务劳动的价值」，充分利用热点社会<span style="color: black;">专题</span>的讨论度和综艺IP的覆盖力，运用<span style="color: black;">专题</span>营销、情感营销、态度营销等多样化营销方式<span style="color: black;">提高</span>节目整体感知度和讨论度并强化IP价值。</span>03<span style="color: black;"><strong style="color: blue;">创意</strong></span><span style="color: black;">（1）针对本季节目占比近40%的少女受众，<span style="color: black;">经过</span>趣味向、种草向<span style="color: black;">专题</span>面向<span style="color: black;">青年</span>群体重点扩散。结合嘉宾个人热点带入节目层面进行事件营销，定制<span style="color: black;">青年</span>群体关注度高的<span style="color: black;">专题</span>内容，结合<span style="color: black;">青年</span>人的家务生活诉求，提出美而舒适的家务方式，强化家务美学新主张。</span><span style="color: black;">（2）结合短视频平台的运营规则和用户属性，递进式打造红人式官号；提取颜值向、趣味向内容在受众中的高<span style="color: black;">爱好</span>度亮点，打造引流有效、符合用户<span style="color: black;">青年</span>化特点的短视频，以短带长有效推动流量转化。</span><span style="color: black;">（3）为凸显强化节目口碑，带动节目“一键<span style="color: black;">保藏</span>综艺”属性的讨论，全<span style="color: black;">途径</span><span style="color: black;">协同</span>进行好物线铺设。策划组织<span style="color: black;">媒介</span>线上看片会，在私域<span style="color: black;">行业</span>对节目进行实用向<span style="color: black;">举荐</span>。</span>04<span style="color: black;"><strong style="color: blue;">执行</strong></span><strong style="color: blue;"><span style="color: black;">（1）<span style="color: black;">专题</span>营销：</span></strong><span style="color: black;">家务<span style="color: black;">专题</span>多维<span style="color: black;">热榜</span>，聚焦家庭关系样本<span style="color: black;">诠释</span>。由内容出发拆解社会<span style="color: black;">专题</span>引爆<span style="color: black;">公众</span>圈层<span style="color: black;">热榜</span>，助推#宋丹丹儿媳情商#登<span style="color: black;">博客</span>热搜TOP4；家庭关系向#杜淳偷亲王灿好甜#、#杜淳女儿听到五环之歌就哭#等内容带动站内人均观看时长<span style="color: black;">加强</span>。</span><strong style="color: blue;"><span style="color: black;">（2）裂变营销：</span></strong><span style="color: black;">创意短视频病毒式渗透，激发家务挑战赛。播前策划家务测试题邀请网友<span style="color: black;">一起</span>答题互动，助力#家务学院全网招生大赛#登上抖音挑战榜；播中衍生水波蛋挑战赛，联动艺人+官方+美食KOL+千万粉丝红人，在抖音收获超百万播放量拉动节目破圈。</span><strong style="color: blue;"><span style="color: black;">（3）态度营销：</span></strong><span style="color: black;">家务美学引导正向价值，社会<span style="color: black;">专题</span>代入共鸣。结合<span style="color: black;">青年</span>人的家务生活诉求，提出美而舒适的家务方式激发共鸣讨论，从社会维度、性别维度和情感认知的<span style="color: black;">方向</span>提出实用类议题，拔高节目立意，把控口碑导向。</span>05<span style="color: black;"><strong style="color: blue;">效果</strong></span><strong style="color: blue;"><span style="color: black;">（1）传播效果：</span></strong><span style="color: black;">打造最值得“一键<span style="color: black;">保藏</span>”的种草综艺，聚焦嘉宾关系高位热搜<span style="color: black;">持续</span>，本季节目共登全网热搜热榜1940次，收视率位列东方卫视节目收视率TOP2。站外创新营销互动对站内引流<span style="color: black;">亦</span>起到积极<span style="color: black;">功效</span>，站内首播前节目预约量破100W，开播后EP01上线23h站内热度突破6500。</span><strong style="color: blue;"><span style="color: black;">（2）社会立意：</span></strong><span style="color: black;">匹配节目生活化属性，结合居家与健身热点打造社会议题#宅家做家务<span style="color: black;">能够</span>达到健身的效果吗#等强调正能量价值导向；<span style="color: black;">按照</span>节目亮点进行现实向讨论，议题#优秀的子女必定远离父母吗#登<span style="color: black;">博客</span>热搜TOP24助力破圈层讨论。</span><strong style="color: blue;"><span style="color: black;">（3）IP影响力：</span></strong><span style="color: black;">基于网友求同款呼声，官方开启<span style="color: black;">商场</span>化带货种草新尝试，两场带货直播观看总人次近5W，点赞量破10万，实现变现与引流带动节目破圈。<span style="color: black;">另外</span>以“学院+家庭”双重关系模式为抓手，<span style="color: black;">即时</span>关注全网热点发酵内容强势制造关系向讨论<span style="color: black;">专题</span>，塑造多样化人类社交图鉴标签。</span><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/ChanOmkWl5l73ib0DGBXYVqmoNv8CDpWm1bvXdfhc2Bee5NaZHjGZjiacrerCNpIVU0j5lT6LVnoCaFnAC7Ny3uQ/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></a>
<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;">商务联</span></strong></span><span style="color: black;"><strong style="color: blue;">系</strong><strong style="color: blue;">人</strong></span><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: 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<h1 style="color: black; text-align: left; margin-bottom: 10px;"><a style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">爱奇艺2023Q3<span style="color: black;">连续</span>高质量发展：业务经营弹性<span style="color: black;">加强</span> 收入利润同比双增长</span></strong></span></a></h1><span style="color: black;">文中部分<span style="color: black;">照片</span>来自网络，<span style="color: black;">没法</span>联系上作者，请作者见稿后联系<span style="color: black;">咱们</span>，以便支付稿酬。联系邮箱：admag@sina.com</span>
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