天津智配易资管

股票配资 明星 影视 音乐 综艺 演艺 娱乐天下 热点关注
当前位置:股票配资 > 热点关注 > 列表

从社交裂变到销量爆发,来伊份如何将明星代言人玩出新花样?

Date:2020-06-01 16:48:12   来源:互联网   访问:
  在泛娱乐化时代,每个品牌都在寻求与目标消费群体更高效的沟通。尤其对于品牌焕新升级而言,如何找到可供借势的现象级抓手、快速引爆声量,成为营销制胜的关键。  近期,来伊份面向大众开展了一场品牌升级...

天津智配易资管  ZAIFANYULEHUASHIDAI,MEIGEPINPAIDOUZAIXUNQIUYUMUBIAOXIAOFEIQUNTIGENGGAOXIAODEGOUTONG。YOUQIDUIYUPINPAIHUANXINSHENGJIERYAN,RUHEZHAODAOKEGONGJIESHIDEXIANXIANGJI“ZHUASHOU”、KUAISUYINBAOSHENGLIANG,CHENGWEIYINGXIAOZHISHENGDEGUANJIAN。

  JINQI,LAIYIFENMIANXIANGDAZHONGKAIZHANLEYICHANGPINPAISHENGJIYINGXIAO,YIMINGXINGDAIYANRENWANGYIBOWEIGOUTONGZHIDIAN,KAIQIPINPAI“XINXIANLINGSHI”XUANYAN,ZHIDAXIAOFEIZHEXINZHI。ERYIXILIEHUANHUANXIANGKOUDECHUANBODONGZUO,YECONGPINPAIHUANXIN、SHEJIAOCHUANBOYUQUDAOZHUANHUASANDACENGMIANJIZHONGFALI,WANCHENGYICHANGPINPAIYINGXIAOQUANLEIDA。

  新晋代言人聚合年轻群体

  以气质契合与流量转化

  打造圈层锚定效应

天津智配易资管  XIANGBICHUANTONGDEXIANXIAFABUHUI,JIERUHULIANWANGYUJINGDEXIANSHANGFABUHUITUOLILEKONGJIANHESHIJIANDEXIANZHI,ZAIPINPAIXINXIDECHUDASHANG,NENGZUODAOGENGJIAJUJIAO、GENGJUCHUANTOUXING。

  5YUE18RI,LAIYIFENJIUJUBANLEYICHANGPINPAISHENGJIDEXIANSHANGFABUHUI,JIANGJIDIAN20NIANDE“XINXIAN”NEIHEZUOWEIPINPAIZHANLVESHENGJIDEZHICHENGDIAN,JIANG“XINXIANLINGSHI” DEPINPAIDINGWEIZUOWEIYIGEXITONGXINGGONGCHENGJINXINGDAZAO,SHUCHUXINXIANHAOCHANPIN。

  YUCITONGSHI,LAIYIFENZAIFABUHUISHANGZHENGSHIGUANXUAN,WANGYIBOCHENGWEIQUANXINPINPAIDAIYANREN。

  代言人这一角色具有双重属性,它既代表一个时代的亮点、一种个性、一个群体的精神领袖,也是重塑品牌形象、承载其内涵与调性的重要载体。作为新生代高人气全能艺人,王一博因其新鲜活力、阳光正能量的个性,被大众所熟知。而作为一个新鲜美味、兼具产品力与好口碑的零食品牌,来伊份的品牌内涵与偶像的个性特质可谓不谋而合。

  JIYUCI,LAIYIFENGUODUANZHUAZHU“XINXIAN”ZHEIYIHEXINTEZHIYUNEIZAILIANJIE,JIANGQISHEDINGWEIXIANMINGDEPINPAIBIAOQIANHEJIYIMAODIAN,BINGJIELIDAIYANRENGUANXUAN,YUXIAOFEIZHEDACHENGGANXINGGOUTONG。

天津智配易资管  YIFANGMIAN,PINPAIJIECISHUCHUCHANPINGONGNENGDELIXINGJIAZHI,XINGCHENGPINPAIDEXINZHIQUGEYUCHAYIHUAYOUSHI;LINGYIFANGMIAN,YEMANZUFENSIQUNTIGUANZHUOUXIANGDEQINGGANXUQIU,RANGPINPAICHUANBOJUBEILE“CONGHEXINFENSIFUSHEZHIWAIWEIQUANCENG”DEGENJI。

  明星TVC多维诠释“新鲜”

  创造消费感知

  解锁品牌价值内涵

  SUIZHI,LAIYIFENXIESHOUDAIYANRENWANGYIBO,FABULEYIZHIXINXIANGANBAOPENGDEPINPAITVC,CONGSHIJUE、WEIJUEDENGBUTONGGANGUANWEIDU,SHENDUCHANSHILAIYIFENDE“XINXIAN”NEIHAN。

  CONGCHUANGYIXINGSHISHANGKAN,TVCJIANGBAOHEDUNONGLIEDESECAIYULAIYIFENDEBUTONGCHANPINXIANGRONGHE,JUXIANGHUALIAOBOLESHOUZHONGDEGANGUANSHENJING。SECAIBENSHENSUOCHUANDICHUDE“QINGCHUNSIYIHUNDAZHEZIYOUREQING”DEHUANLEGAN,FUHENIANQINGRENDESHENMEIYUQI,JIFALENIANQINGSHOUZHONGQIANGLIEDEHAOQIXINHECHANGSHIYU。

  MANGGUOGAN、HETAODENGLINGSHICHANPINDEPAILIECHENGXIANCHUYIZHONGJUZHENMEI,YEKEHUACHUSHICAIDEXINXIAN、TIAOYUEHELINGDONGGAN。PEIHEQINGKUAIDEPEILEJIEZOU,TVCCHENGGONGZHIZAOCHUYIZHONGLINGSHIPAIDUIDEJISHIGAN,ZAIQIANGXUANRANZHONGDAIDONGRENMENDEWEIJUEYIQILVDONG。

  从沟通策略上看,来伊份借助具有视听冲击感的视频内容,高度精炼地传递出“新鲜”这一品牌的核心信息。 区别于简单粗暴、单向度的信息灌输,来伊份采用具体产品出镜和代言人演绎 的形式进行发声,以视听触达强化消费感知、以代言人为媒介实现情感嫁接,从而构建起品牌话语权。

  《YINBAODIAN》YISHUZHONGCENGTIJIYIGE“GEBIERENWU”FAZE——“YIGEXINXIXIANGYAOLIUDONGQILAI,BIRANYAOJINGGUOMOUXIETESHURENWUDESHEJIAONENGLI、HUOLI、REQINGHEMEILICHUANBOCHUQU。”JIELIWANGYIBOMINGXINGXIAOYINGDEJIACHI,ZHEIZHIYINFAGONGMINGDEPINPAITVC,YEJUBEILEQIANGDADELIEBIANNENGLI,QIAODONGLEPINPAIDEHOUXUCHUANBO。

  基于粉丝洞察

  多媒体矩阵打通认知经脉

  赋能品牌社交传播力

  YI“XINXIAN”GAINIANHUANXINSHOUZHONGXINGQUYURENZHIZHIHOU,RUHEJIFAXIAOFEIZHEDEDesireZUIZHONGSHIXIANAction,KAOYANDESHILAIYIFENDUIYUXIAOFEIQUDONGXINLIHEXINXIJIESHOUXIGUANDEBAWO。

  1、 社媒矩阵+微博话题双驱动,扩展传播触角,最大化社交声量

天津智配易资管  JINGZHUNDINGWEIDANGDAIQUNTIDECHUMEIXIGUAN,LAIYIFENLVXIANGOUZHUQIWEIBO、WEIXINPENGYOUQUAN、DOUYINDENGDUOWEIYITIDEZIMEITIJUZHEN,YIDUANQI、CHIXU、GAOQIANGDUDEBAPINGJIEZOU, DUIPINPAITVCZHANKAIYILUNSHENGLIANGDEJIZHONGFUGAI,DAZAOCHUQUANMIANKAIHUADECHUANBOXIAOYING。

天津智配易资管  MEISHILEI、SHENGHUOYULELEI、DUANZISHOULEIDENGBUTONGLINGYUKOLDUIPINPAITVCJINXINGLEDUOJIAODUDENEIRONGSHUCHUHEPUGUANG,SHIXIANPINPAICHUANBODEWAIWEIZHUGONG。ZHEIZHONGYANZHANGCHUANBOLIANTIAO、JIARUKOLZAOSHIPOBIDEZUOFA,ZHULILAIYIFENZHIZAOCHUHENGKUAQUANCENGDEPINPAIYINGXIANGLI。

  ZAIWEIBOZHENDI,LAIYIFENTONGBUJIANLI#LAIYIFENPINPAIDAIYANRENWANGYIBO#DEHUATI。GOUTONGHUASHUJIANJIEQINGXI、XINXICHUANDAZHIBAIMINGQUE,HUATIYIJINGSHANGXIAN,JIUZAIDUANSHIJIANYINFAREYI,JIEZHIMUQIAN,YUEDULIANGYICHAO5YI,TAOLUNCHAO176WAN。

  CONGWANGYOURELIEDECANYUHEFANKUILAIKAN,WULUNSHIJUJIAOYULAIYIFENLINGSHIDEMEIWEI、HAISHIDUIDAIYANRENWANGYIBODEZIFADAcall,YIHUOWANGYOUDUILAIYIFENLINGSHIDEZIXINGKAIXIANGCEPING,YIBOYOUYIBOUGCNEIRONGDEERCICHUANGZUOHECHUANBO,KUOSANCHUGENGDADEPINPAIHUATIJIAZHI,ZHUTUILAIYIFENDESHENGLIANGXINGCHENGBINGDUSHIDEKUOSANHEJIAOCHASHIDECHUANBO。

  2、 精准洞察粉丝心理,走心内容+多元互动,与受众心智交融

  来伊份通过叠加饱和式的社交传播,实现声量的横向广覆盖。而在纵向渗透上,来伊份选择在官博持续发力,以符合粉丝兴趣偏好的内容和手法,与王一博粉丝群体实时互动,将粉丝对偶像的热情转化为实在的购买力。

  ZAOZAI5YUE17RI,LAIYIFENGUANWEIJIUYIYIZHANG“XINXIANKUGAI”DEDONGTAIHAIBAO,ZHIZAOCHU“SHEISHIDAIYANREN”DEXUANNIAN,CHENGGONGDIAODONGQISHOUZHONGDEHAOQIXIN,KAIQIPINPAICHUANBODEYUREHEXUSHI。

天津智配易资管  SUIZHI,LAIYIFENQIAOJIE“518=WANGYIBO”DEXIEYINGENG,JIEMIDAIYANRENZHENRONG,BINGXIANGXIAOFEIZHEMIANFEIFAFANG5.18WANFENYABODENGJIANMIANLI。JIJUXIYINLIDECHAOEFULI,ZAIJULONGGUANZHUHEZHUYILIZHIYU,SHISHIZAIZAIDIQIAODONGLEQIANZAIDEXIAOFEIYUWANGHEXINGWEI。

  CIHOU,LAIYIFENYUNYONG“HUASHENGMI”DEFANQUANGENGDIAN,YUWANGYIBODEFENSIMENJINXINGDAOZAOANDEHUDONG。ZHEIZHONGYUNYONGQUANCENGYUYAN、YINFAHUIXINYIXIAODEHUDONGSHOUFA,RANGLAIYIFENSHUNLIDARUFENSINEIBU,HUOSUHUODEYIBO“PINPAIDONGNI”DESHOUZHONGHAOGANDU。

天津智配易资管  YUCITONGSHI,JIYU“WANGYIBOBEIBAOGENG”DEBUZHUO,LAIYIFENLIANGSHENDINGZHILEYIZU“WANGYIBOBEIminiXINXIANLIHE”HAIBAO。YI“JINIXINXIANBAONIXIHUAN”ZHEIGEYIYUSHUANGGUANDEZHUTI,JIANGCHANPINYUOUXIANGSHENDUBANGDING,CUJINFENSIQUNTIDEYINGYUANHESHIJIGOUMAI。

  ERWANGYIBODUJIAGAOQINGSHIPINWEIXINXIANLINGSHIBEISHU、ZHONGCAODEWEIBONEIRONG,GENGHUANXINGYIZHONGFENSICHUNCHUNYUDONGDEXIN。

  一系列品牌与粉丝间心有灵犀的互动,引爆了来伊份官微的social互动浪潮。基于爱屋及乌的移情效应,来伊份抓住粉丝痒点,巧用品牌福利回馈、明星定制内容来增加受众的黏性和互动,真正实现了品牌、代言人与粉丝的三方共振。

天津智配易资管  ZHIDEYITIDESHI,ZAI5YUE25RI,LAIYIFENZAISHANGHAIHUANQIUGANGSHUANGZITAMENDIANKAIZHANLEYICHANGXIANXIAKUAISHANHUODONG,WEIFENSIDAZAOCHUXIANXIATONGHAODEJUJIDI。YIZHANSHIDEGOUMAIFUWUHEXIANXIADAKADEQIESHITIYAN,YUXIANSHANGSHENGLIANGXINGCHENGFANBUHEBIHUAN,YEZHUTUIPINPAIJINYIBUCHUANBODEZHANGWEIXIAOYING。

天津智配易资管  CONGXIANSHANGMINGXINGGENGDIANDEYUNYONG、DAOSHEJIAOHUATIDESHENDUHUDONG、ZAIDAOXIANXIADAKADEKUAISHANTIYAN……LAIYIFENJIANGMINGXINGZUOWEICHUANBOHEXINZIYUAN,ZHENGHEXIANSHANGXIANXIA,CHIXUDAKAISHICHANG;ERFENGFUDESHEJIAOHUDONG,ZEWEIFENSIQUNTI“WEIAIFADIAN”DESHINENGZHAODAOYIGEPINPAIZHUANHUADECHUKOU,GENGYINGDESHEJIAOMEITISHENGLIANGHECHANPINXIAOSHOUQIANLIDESHUANGXIAOZENGZHANG。

  全域导流+多点触发

  打通内容到销售的闭环

  实现品牌转化

  在社交传播和互动之外,来伊份紧抓用户消费决策的窗口期,从渠道端进行深入布局,协同多个用户触点和端口,及时承接流量和注意力,实现品牌销量的高效转化。

  SHOUXIAN,LAIYIFENTONGGUODOUYIN、WEIBO、GEDAAppDEPINPAICHUDIANDAZAO,YICHUANGYIWULIAOWEIMEIJIE,JIANGYONGHUDAOLIUZHIPINPAILINGQUANH5。

  H5YIQUANYICIJIDESHOUFA,WEIXINRENZHUNBEILEZHUANSHUHAOHENGLIQUAN,JILADONGYONGHULINGQUFULIDEXINGWEI,YOUCUSHIXINYONGHUQIANWANGZHANNEIGOUMAIXINYIHAOWU。

天津智配易资管  TONGSHI,LAIYIFENSHISHITUICHUBEISHOUFENSIZHUIPENGDEMINGXINGDINGZHIBANLIHE,ZAIZHULIPINPAIPUGUANGZHIYU,YEZHUTUIXIAOLIANGDEWENBUTISHENG。ERLAIYIFENZAIAppZHANNEITONGBUKAIQIDE“WANGYIBODE15TIANXINXIANLINGSHISHOUJI”H5HUODONG,ZEYOUXIAOJIANLIQIPINPAIYUFENSIQUNTIDESHENDUJIAOHU。

天津智配易资管  ZAIWANFASHEDINGSHANG,YONGHUZHIYAOMEIRIQIANDAODAKA,JIUKEYIJIESUOHESHOUHUOYIZHANGWANGYIBODEDUJIAHAIBAO。MEIZHANGMINGXINGHAIBAO,JIANGLAIYIFENDEBUTONGCHANPINYUWANGYIBOZAOXINGXIANGJIEHE,TONGGUOHUASHICHONGFENSONGFULIDEFANGSHI,ZENGQIANGLEH5DENIANXINGHEXIYINLI。

  YONGHUZHIYAOLIANXUDAKAMAN7TIAN,JIUNENGJIESUODEDAOWANGYIBODUJIAHUAXUSHIPIN;DAKAMAN15TIAN,JIUNENGCHOUQUQINBIQIANMINGZHAOHEXIANLIANGZHOUBIAN。CIWAI,LAIYIFENHAIZAIH5ZHONGTIEXINZHUNBEILEBUQIANKADENGHUANJIE,CHIXUDIAODONGFENSIDECANYUHEJIJIXING。

天津智配易资管  JIYUDAKAWANFADEQUWEITIYAN、ZHENJINBAIYINDEFULICIJI、YIJIFENSIYINGYUANWENHUADELIANHECUIHUA,“WANGYIBODE15TIANXINXIANLINGSHISHOUJI”H5CHONGFENSHIFANGLEFENSIQUNTIDESHEJIAOLIEBIANNENGLIANG,TONGSHIYEJIANGYONGHUZHUANHUAZHIPINPAIDESIYULIULIANG。

天津智配易资管  CIWAI,LAIYIFENTIANMAOZHANNEI“WANGYIBOCHONGYA”DEQUWEIGOUWUWANFA,YIJILAIYIFENApp、SHEQUN、XIAOCHENGXUDENGPINPAIDUOQUDAOXIAOSHOULUJINGDEBIANLIXING,HELITUIDONGMINGXINGDINGZHILIHEDEGAOXIAOSHOUMAI、ZHUTUILAIYIFENSHIXIANPINXIAOXIETONG。

天津智配易资管  CONGLAIYIFENXINXIANLINGSHIJIEBAODESHUJULAIKAN,PINPAIZHEIZHONGZHANWAIQUANYUYINLIU、ZHANNEIDUODIANCHENGJIE、GAOXIAOLVZHONGCAOBACAODEYIZHANSHIXIAOSHOULUJING,ZHENZHENGDATONGLEXIAOFEIZHE“ZHIDAOJIKECHUDA”DELIANLU,SHIXIANCHANPINCONGYINGDAOXIAODESHUNLIGUODU。PINPAICHENGJIAOLIANGDEBAOFA,YEXIANDESHUIDAOQUCHENG。

  营销启示与总结

  ZONGGUANCICIPINPAISHENGJIYINGXIAO,LAIYIFENLIZUYUNIANQINGXIAOFEIQUNTIDEJINGZHUNDONGCHA,TUOZHANCHUMINGXINGDAIYANRENHEFENSIHUDONGYINGXIAODEXINZISHI,WEIXINGYETIGONGLEXINSILU。

  1、巧用明星代言人,沉淀品牌新资产,完成焕新升级

  ZAIPINPAIZHANLVESHENGJIDEGUOCHENGZHONG,HESHIDEDAIYANRENSHIZHONGYAODEYIHUAN。CONGMINGDEPINPAIHUITONGGUOWAJUEDAIYANRENGUANGHUANXIAQIANZANGDENEIRONGJIAZHI,JIEZHUFENSIDESHENDULIANDONG、CHANPINDEJIAZHIYINGXIAO,WANCHENGFENSIQUNTIDEZHUANHUA。

  ZAICICIYINGXIAOZHONG,MINGXINGDAIYANRENWANGYIBOBUJINJIDAOPINPAIREDUCENGMIANDEJIACHI,QIXINXIANHUOLIDEXINGXIANGBEISHUYELINGPINPAISHENGJIDE“XINXIAN”DINGWEIGENGJUXINFULI;MINGXINGTVC、H5DENGCHUANGYIWULIAODENIANQINGHUABIAODA,SHUAXINLELAIYIFENDEPINPAI“XINXIAN”GANZHI;ERMINGXINGXIAOYINGDAILAIDENIANQINGFENSIQUNTI,YEYOUXIAOZHUANHUAWEIPINPAIDEXIAOFEIQUNTI,JINERCHENDIANWEIPINPAIXINZICHAN。

天津智配易资管  CONGPINPAIDINGWEI、NEIRONGCHUDA、HUDONGWANFA、XIAOFEIQUNTIHUANXINDENGCENGMIAN,LAIYIFENYIZHANGCHIYOUDUDEBUJU,YOUXIAOSHENGJILEZISHENXINXIAN、HUOLIHESHENGMINGLIDEPINPAIXINGXIANG。

  2、三端合力,以粉丝社交互动,实现传播打法升级

天津智配易资管  ZAIFENSIJINGJIDAXINGQIDAODESHIDAI,PINPAIXUYAOFAJUEHEDONGCHAFENSIXUQIU,LIANDONGFENSIQUNTIZUOYINGXIAO,CAINENGHUODEQUANXINDEPINPAIZENGLIANGKONGJIANHEYOUYIDESHENGYIZENGZHANG。

  区别于“单一代言+售卖”的生硬型流量打法,来伊份以明星代言人为流量引擎,并聚焦品牌、社交、销售三线整合并行的玩法, 完成产品和声量的社交裂变。值得一提的是,品牌多维触达的社交互动玩法,最大化激发了粉丝势能,从而打造出撬动销量爆发的杠杆。天津智配易资管 这种精细化运营粉丝群体的做法,实现了品牌社交传播的打法升级,也为来伊份的品牌和产品强效赋能。

天津智配易资管  WEILAI,LAIYIFENHAIJIANGJIXIAOFEIZHEDAILAIZENYANGDEXINXIANJINGXI?WOMENSHIMUYIDAI。(WENZHANGLAIYUANYU:SHUYINGDIGITALING)

股票配资 | 娱乐天下 | 热点关注 | 明星 | 影视 | 综艺 | 音乐 | 演艺
  • Copyright @ 2010-2016 http://scpz93.cn, All Rights Reserved 版权所有: