The total exposure of brand interactive participation is 92.7 billion, and Yili × “year of reunion home” sets off nationwide interaction



团圆饭、看春晚、抢红包,可以说是国人最看重的春节“三件套”,而作为中国最重要的传统节日,春节也成为品牌最重要的营销阵地。围绕品牌主的营销诉求,“巨量引擎过年季”整合全端资源,以“脉冲式节点营销”覆盖春节全场景需求,差异化打法助力品牌春节营销破圈,激发牛年生意的新可能。
卡位“春节”节点,巨量引擎推出”团圆家乡年”活动,并首次打通7端资源打造品牌黄金营销场。于此同时,今年抖音成为春晚独家互动合作伙伴,借势春晚影响力,巨量引擎将传统抢红包习俗线上化,打造五大创新红包玩法深度卷入用户互动。而全民花样抢红包成为春节现象级,也助力品牌主实现营销强曝光和强互动。数据显示,巨量引擎春节红包活动联动18家品牌集结,品牌总曝光达到1407亿。


品牌互动参与总曝光927亿,伊利×《团圆家乡年》掀起全民互动

受特殊情况影响,今年春节不仅是新年开篇,也是寄托着全民回归常态期盼的全新起点。“探索新的生活方式,朝气应对生活中的每一个挑战”,对伊利而言,今年春节营销不仅是基于需求侧的消费复苏,还有基于用户健康朝气诉求之下,进行更好的用户情感沟通,拉近用户距离。
在此次春节营销中,国民乳品品牌伊利成为“团圆家乡年”总冠名,可谓强效领跑。根据巨量引擎营销战报数据:伊利品牌互动参与曝光量达927亿次,相当于在这个春节期间,每一个国人平均看到伊利品牌露出近67次。此外,伊利品牌红包雨总曝光达3.4亿次,品牌答题互动总曝光9.4亿,参与品牌定制任务播放量达5.6亿次。


品牌互动参与总曝光927亿,伊利×《团圆家乡年》掀起全民互动

结合集卡、红包、游戏、品牌直播、品牌挑战赛等全民任务,伊利卡位春节营销节点,借助巨量引擎红包活动卷入全民互动,不仅实现了品牌的曝光和互动诉求,定制化营销内容,也让伊利“健康团圆、朝气向前”的品牌理念实现了全民渗透,构筑情感认同。

Seven end linkage game renovation, brand equity deep binding

从小年开始,“团圆家乡年”春节活动上线,在“祈福篇点亮灯笼”和“鸿运篇集卡抽卡”两个活动界面,参与集卡翻卡的动作,收集全套卡片,瓜分红包。值得注意的是,在每张卡片卡背,都是一次品牌亮相的绝佳机会,也因此,伊利在用户做任务、集卡、收集的过程中就已经快人一步,抢先渗透品牌理念,强化用户感知。

In the chapter of blessing and good luck, Yili’s brand customization task is to achieve a high degree of integration within Yili. In addition to the parent brand, it also covers a number of brands under the milk powder division, cold drink division and liquid milk division. Users can watch TVC videos of different product lines every day. Through different tasks of video viewing, reduce user visual fatigue, and brand depth exposure.


品牌互动参与总曝光927亿,伊利×《团圆家乡年》掀起全民互动

In addition to lighting lanterns and cards, the big tiktok interaction with the Spring Festival Gala on the new year’s Eve brings people’s participation in the phenomenon of explosive phenomenon again. Through creating red envelopes, Koi red packets, new year’s Eve awards and other events, the Internet brings immersive interactive experience to the Internet users, while the LOGO of Erie brand appears in the audience’s field every few hours, and the distance between the brand and the users is shortened. I’m away.


品牌互动参与总曝光927亿,伊利×《团圆家乡年》掀起全民互动

Brand new interactive play upgrade to enhance consumers’ brand perception

在年俗篇环节,巨量引擎在互动玩法上进阶升级,通过线上互动答题PK游戏的方式寓教于乐,为新年增添知识趣味属性。活动以常规赛和专题赛的知识答题展开,在专题赛阶段,伊利连续举办“相约冬奥专场”、“趣味年俗专场”、“饮食健康专场”3场冠名,挑战结束获得品牌激励视频,加深用户对品牌的感知。


品牌互动参与总曝光927亿,伊利×《团圆家乡年》掀起全民互动

In addition, tiktok challenge matches the spring festival activities in the interactive way. The interaction of a series of interesting stickers attracts many master’s participation. By shooting new year’s greetings videos with the same stickers, we can help brand content marketing, cover a wider range of people, and win the creation enthusiasm of a large number of netizens.

By working with you, you will become a young man and a man Super challenge, topic and national mission linkage, Erie’s brand high tiktok, two national tasks, total 1 million + video submission, joint jitter KOL shooting short video, assembling Chen he, Fan Chengcheng, Wei Daxun, Li Qin, Yang Di, spicy Yoko 6 traffic stars, focusing on the star fans circle, fermentation topic fever, enhance brand influence and interactive communication, success Build the marketing closed loop of “interactive grass planting – transformation and weeding”.


品牌互动参与总曝光927亿,伊利×《团圆家乡年》掀起全民互动

The Spring Festival has been a golden marketing season for both supply and demand since ancient times. Full platform traffic, high scarcity customization, strong customization rights and interests, and five innovative ways to play. The Spring Festival red envelope activity of “reunion year” is a huge engine. Taking advantage of the Spring Festival Gala, the brand has created a golden marketing field deeply involved by the whole people. At the same time, with the help of user emotional communication and deep interaction at the Spring Festival node, the emotional construction between the brand and users can be effectively improved, and the brand value of “everlasting foundation” can be built.

 


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