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这可能是新年最强送宝天团!

天与空 2025-01-23
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梁玟玟 自由撰稿人 关注
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案例评分: 6.0 分 / 共1人评分

为了请串儿,早晨七八点去雍和宫门口排队;大年初一灵隐寺人从众,上头香越来越年轻化;线上拜佛、电子木鱼、赛博祈福。求好运求神力是约定俗成的新年打卡项目,送祝福送好运也成了各大品牌新年的大动作。

2024年健力宝CNY就推出「新年健力宝 宝你新年好」主题,如何让今年送出的祝福更上一层楼,成了一大挑战!


健力宝送宝神仙局

2025年春节之际,健力宝延用了「新年健力宝 宝你新年好」主题及国民级喜剧明星岳云鹏的代言人形象,希望在无新增代言人权益的基础上,通过现有资产进行创意发散,深化和丰富「宝」文化内涵,强化“送健力宝=送祝福”的心智联想。

我们希望让消费者对「宝」文化有更实际的感知,让健力宝CNY的祝福更有“说服力”,于是请来「福禄寿禧财」五位神仙成团组局,联合我们健力宝送宝官岳云鹏,新年一起送宝运。

不是单纯的祝福,是有神仙加持的祝福;不是单薄的送宝,是让神仙天团亲自出马送宝。


1-FA_健力宝2025cnyKV_RGB(压缩版).jpg


从线上到线下 完整送宝故事

为了让大家对神仙送宝这件事更有画面,我们拍摄了四条宝里宝汽的social video,选择新年重点营销场景,从众神仙超载上路到财神地铁站被擒,花式讲述神仙送宝天团的“心酸”送宝之路,为品牌直播引流。



同时,我们线下推出新年限定“财”“福”限定包装,打造健力宝专属财神和福神形象,深化送祝福心智,让产品本身成为新年送祝福的方式。并且结合神仙天团形象,设计趣味性周边和贴纸,加码促销力度,激活品牌销量。



从线上social video、品牌神仙天团直播,到线下新年限定包装、宝运周边,形成整套送宝链路,完整送宝故事,达到品效合一。


效果呈现

直播内容曝光量:1557.8W

多平台传播内容总量:2492.6W


8-案例版.jpg


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相关信息

产品名称

健力宝

品牌

健力宝

创意代理

天与空

所属行业

快消品

形式类别

整合营销

所在地区

中国大陆

时间

2025-01-23
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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