热门搜索

{"id":1,"aid":1,"type":1,"title":"\u8fd9\u662f\u6807\u98981","content":"","voteNum":0,"created_at":"2023-11-24 15:18:59","updated_at":"2023-11-28 10:29:34"} {"id":2,"aid":2,"type":2,"title":"\u8fd9\u662f\u6807\u98982","content":"","voteNum":0,"created_at":"2023-11-24 15:19:01","updated_at":"2023-11-28 10:29:35"} {"id":3,"aid":3,"type":1,"title":"\u8fd9\u662f\u6807\u98983","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:15"} {"id":4,"aid":4,"type":1,"title":"\u8fd9\u662f\u6807\u98984","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:15"} {"id":5,"aid":5,"type":1,"title":"\u8fd9\u662f\u6807\u98985","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:15"} {"id":6,"aid":6,"type":2,"title":"\u8fd9\u662f\u6807\u98986","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:19"} {"id":7,"aid":7,"type":2,"title":"\u8fd9\u662f\u6807\u98987","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:19"} {"id":8,"aid":8,"type":2,"title":"\u8fd9\u662f\u6807\u98988","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:19"} {"id":9,"aid":9,"type":2,"title":"\u8fd9\u662f\u6807\u98989","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:19"} {"id":10,"aid":10,"type":2,"title":"\u8fd9\u662f\u6807\u989810","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:19"} {"id":11,"aid":11,"type":3,"title":"\u8fd9\u662f\u6807\u989811","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:21"} {"id":12,"aid":12,"type":3,"title":"\u8fd9\u662f\u6807\u989812","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:21"} {"id":13,"aid":13,"type":3,"title":"\u8fd9\u662f\u6807\u989813","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:21"} {"id":14,"aid":14,"type":4,"title":"\u8fd9\u662f\u6807\u989814","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:24"} {"id":15,"aid":15,"type":4,"title":"\u8fd9\u662f\u6807\u989815","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:24"} {"id":16,"aid":16,"type":5,"title":"\u8fd9\u662f\u6807\u989816","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:26"} {"id":17,"aid":17,"type":6,"title":"\u8fd9\u662f\u6807\u989817","content":"","voteNum":0,"created_at":"2023-11-28 10:33:58","updated_at":"2023-11-28 10:34:28"}
APP内打开

「抖⾳商城双12」:错过了那么多,这次就别错过了吧!

赞意 2024-12-18
关注推荐 取消
梁玟玟 自由撰稿人 关注
Slide 2
Slide 3
Slide 4
Slide 5
Slide 6
Slide 7
Slide 8
Slide 9
Slide 10
案例评分: 8.1 分 / 共21人评分

随着双11的余温渐渐散去,有人享受满载而归的抢购成果,也有人懊悔冬天的大件还没舍得买,错过优惠价格;有人已经做好了备战双12的攻略,有人还不知道双12的价格也这么香…


在收到Brief后,我们拆解该如何抓住用户对双12的期待感?头脑风暴后,我们找到了思路:不如放大「错过」的遗憾感,提升用户的期待,从而强化抖音商城双12「好价又好买,惊喜别错过」的活动心智。



抓住“错过”的情绪共鸣


加班错过了双11的限时优惠?在抖音商城双12能享受好价;双11囤的狗粮所剩无几?双12的优惠券绝对不能错过...那如何把这次抖音商城双12的促销利益点,传播得更有重点和更高效?


我们抓住了“错过”这个情绪共鸣点,并用最容易打动人的故事情节把这种情绪放大。视频中用日常生活里经典的错过航班、错过孩子成长、错过日出三个桥段,和观众产生情感链接,分别对应冬装、家电数码、运动户外三核心品类。当用户目光被聚焦后,再大声呼吁主题「好价又好买,惊喜别错过」。人生已经错过了这么多,抖音商城双12就别再错过了!


第1张.jpg

人生总会有一次,为了精心打扮的出发,结果“错过”了的航班

 

第2张.jpg

每个父母都曾经抱怨,孩子似乎一眨眼就长大,那些成长的细节被无意“错过”

 

第3张.jpg

等待了一整夜的日出,结果因为一个突然发生的小意外,刚好“错过”日出那一刻


说的好不如演的好


想让创意点被广泛大众认可且深入人心,演绎主角的选择也是重要一环。于是,我们找到了抖音平台优质内容创作者@李蠕蠕。众所周知,戏剧化的表演是她的强项,她模仿《再见爱人》、销冠以及TVB配音等多个视频都获得了百万点赞量,她轻松、幽默、一人分饰多角的视频风格和我们此次想呈现的效果一拍即合。


第1张的副本.jpg


在她传神的演绎下,“错过”的情绪都变得诙谐而可爱,经典的TVB配音也起到了画龙点睛的效果。不少粉丝纷纷在评论区留言这条广告让自己重温了看电视剧的感觉,表示这是一条让人想多看几遍的广告。


第2张的副本.jpg


那些年,我们“错过”了……


视频之外,我们还在双12当天释放出一组错过系列场景海报,搭配“扎心”文案,把大家的情绪再次推向高潮。同时融入大字标题「好价又好买,惊喜别错过”」,引导大家的搜索心智,上抖音商城搜索“双12神券”,领券下单更划算!


第3张的副本.jpg


生活中,对于错过的最好应对,是珍惜当下。希望大家都能接住突如其来的惊喜,不再错过!

打个分吧
确定
相关信息

品牌

抖音

创意代理

赞意

所属行业

互联网

形式类别

影视

所在地区

中国大陆

时间

2024-12-18
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。

相关推荐

QQ
QQ空间
新浪微博
有道云笔记
印象笔记
复制链接