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淘宝整“花”活,请你春天戴花

思库传播 2024-03-29
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梁玟玟 自由撰稿人 关注
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案例评分: 7.3 分 / 共18人评分

近两年,蟳埔簪花的风已经刮到了全国,借着稀缺的“春日季节限定”,淘宝联合了34位手艺人商家,纯手工制作了一幅花团锦簇的「中国簪花地图」,线下落地杭州天目里。34个省份由各省的代表花朵填充,通过非遗文化 × 创新工艺创造地域独属的春日仪式感,主打一个共情传播,将这场春日花事愈演愈烈。


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地图上有什么花?



故事的小黄花是春天的色彩家,十万亩油菜花足以点亮江西的春天,采用了灵活多变的钩针编织工艺,在针起针落间创造巧妙的编制油菜花发带;


五月的天津城属于月季,通过巧妙的裁剪、缝制和塑形,将牛皮变成一朵朵月季发带,月月的花开都是新的开始;


颗颗珠子串联出的当归花代表台湾,花开之时,故乡当归;


南运用了丝绸烫花工艺打造繁花发箍,体现云南百花盛开的美感;


浙江使用了冷瓷土塑造秋天盛开的桂花,春来秋往,皆是花香;


四川选取了网络顶流熊猫花花,运用绒花工艺和传承1700多年的银花丝金属工艺制作······


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赏“花”打卡新地标




除了簪花地图外,淘宝在线下打造了赏花、拍花的“花园”体验场景,地图四周悬挂的花朵风铃展示手工饰品的工艺和细节。



淘宝请你春天戴花


站内搜索“我要戴花花”,现场兑换真实头花,用一朵小花完成线上线下联动和站内站外触达。



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淘宝

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思库传播

所属行业

互联网

形式类别

影视

所在地区

中国大陆

时间

2024-03-29
注:本文系广告门企业用户授权在广告门平台发表,内容仅作为该用户观点,不代表广告门立场和观点。

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