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中好 X 薇诺娜:杨天真签下特护霜

中好 上海 2025-03-05
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梁玟玟 自由撰稿人 关注
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案例评分: 8.0 分 / 共4人评分


天!真来了

本次杨天真化身首席营销操盘手

重磅签下一位明星(产品)

ta出道14年,粉丝4000万

超能打的业务能力

让她在片场直呼专业!

ta就是……请看TVC


本次项目的核心需求:1. 突出特护霜的「专业」;2. 让用户记住「你的敏感,特护霜都懂」;3. 为特护霜找一位“代言人”。但是在美妆护肤品牌流水般签约代言人的当下,如何让薇诺娜跳脱传统代言范畴另辟蹊径?让我们回到产品本身。


薇诺娜特护霜作为一款专业实力能打,拥有忠实粉丝基础,懂得各种敏感的明星产品。需要的不是一位代言人,而是一位能运筹帷幄的经纪人。这就让人自然而然想到了同样专业能力强,擅长明星营销,懂得粉丝需求的的娱乐圈王牌经纪人——杨天真。


因此,这一次我们决定让懂粉丝懂需求的杨天真以薇诺娜首席推荐官的身份,为大家推荐懂敏感的薇诺娜特护霜。

 

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受皮肤敏感问题困扰的人可能都曾崩溃发问:“敏感肌的痛,谁懂?”今天,薇诺娜携手首席推荐官杨天真想告诉所有敏感肌「你的敏感,特护霜都懂」。这并不是一句说说而已的营销话术,其背后是有14年专研敏感肌的经验、皮肤学专家深度参与、3800+受试者的亲身验证在支撑。


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众所周知,天真姐在很多领域都有非常专业的表现,她身上果断清醒,雷厉风行的特质让大家很快敲定了TVC的调性。这次,我们要拍一条大女主爽片!让专业的杨天真力推专业的特护霜,这一波薇诺娜的专业度也真的拉满了。

片子里,杨天真不仅展现了她充满专业感的一面,还丝滑转场到户外敏感、换季敏感、皮肤护理敏感、反复敏感四大场景的广告牌里,想让所有敏感肌的人都知道,你的各种敏感特护霜都懂,都能记住:敏感肌就用薇诺娜


同时,我们还把四大敏感场景,浓缩成了一条15s硬广,让杨天真,真的力推(物理上)特护霜。



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记者发布会上,面对敏感问题,天真不语只是一味地点头,究竟为何?原来是因为,你的各种敏感,特护霜懂得都懂!

甚至,杨天真还在片场私下和薇诺娜皮肤学专家聊出不少护肤行业内幕,替消费者问出大家关心的各种有关特护霜的“敏感”问题。

光是品牌说“懂”还不够,薇诺娜收集真实的用户故事,把特护霜懂敏感的瞬间,变成了一组海报。



最后,谢谢懂敏感的薇诺娜客户的信任与支持,谢谢懂品牌很敬业的天真姐,谢谢懂创意很专业的张文洁导演&平行交错团队,也谢谢最懂客户的中好小伙伴们!




创作名单
品牌方:薇诺娜
创意代理:中好
制作公司:平行交错
导演:张文洁

创意代理团队
CD:何小白
ACD:顺子
Copy:辣辣、YaYa、毕成
Art:Leo、阿秃
Account:Claire、Skye

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相关信息

全案服务

中好 上海

所属行业

时尚、美妆

形式类别

整合营销

所在地区

中国大陆

时间

2025-03-05
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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