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美的世界杯助攻人生主场项目

STEPS步云营销 2023-05-12
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会员简介:作为非官方合作的品牌,本次美的助攻人生主场世界杯营销完成三大任务,也成为本次营销的核心亮点:亮点1——洞察准!借助本届世界杯的特别之处——大环境不允许聚众+冬季寒冷,本届世界杯当之无愧是最“居家”的世界杯,进而巧妙使用“主场”概念完美串联消费者的“家”、世界杯赛场以及美的品牌。基于美的全屋家电懂消费者的需求,帮助消费者获得更美的生活,以助攻明确美的品牌以及产品角色,同时结合年末时间节点,拔高至人生,从世界杯也延展到人生的方方面面亮点2——传播巧!作为非官方合作方,通过主题“美的助攻人生主场”紧紧扣住世界杯展开营销,虽一字未提世界杯,却巧妙实现与世界杯的强关联。同时借助与曼城的合作,发布系列球员倒计时、与产品相结合的主场倒计时以及主场助攻王海报等物料,覆盖世界杯全赛事周期,收获品牌强曝光,并收获消费者深度互动,全程跟着美的追世界杯亮点3——创意妙!回归到营销服务的终极目标是服务品牌与产品,本次世界杯营销避开了常规思路,开篇结合年末情感角度,唤醒消费者对“家”作为自己人生主场的关注。同时在传播物料的输出上更聚焦美的全屋家电产品,将它们打造成为一支出战的“全明星”阵容,通过味道十足的足球解说巧妙关联到产

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