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抖音生活服务:一波“行走的媒介”在春天上新了!

和势 北京 HS-Creation 2025-04-21
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梁玟玟 自由撰稿人 关注
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案例评分: 7.0 分 / 共2人评分

「春天」和「上新」早已成为品牌和平台营销必争之地,如何让大众在信息过载的社交场域中感受到“上新”的真实冲击力?

回顾brf:

这次我们要为抖音生活服务「春日上新三重奏」活动,围绕“一杯春醒(饮品)、一口春点(甜点)、一袋春趣(西餐快餐)”三大品类策划创意全案,展现抖音生活服务春日新品丰富,团券到店到家,一券两用很方便。

于是,我们想到:

当新品还在卷颜值、卷口味、卷价格时,这个春天,我们直接卷到脑洞尽头——那些天天见的老朋友奶茶杯、甜点、外卖包装,直接抢戏开始整活!


为不同的自己“上新”

把“固有认知的物品”玩成春日“行走的野生媒介”,让“上新”有天然的新消息发布扩散感。

春困的职场小白被谁叫醒?

把饮品杯改装成80年代大哥大,让电话奶茶召唤打工人灵魂

8-17.gif

逛累的闺蜜看到了啥?

漂亮甜点变成游戏大屏,用游戏屏蛋糕回血闺蜜逛街的能量

蛋糕.gif

二人世界为何被打断了?

外卖袋放飞成巨型风筝,用外卖袋风筝成为情侣的春日出游新风景

风筝.gif


具有抖音内容气息的套拍海报也“上新”了

这个春天吸吸不吸吸?

超多上新饮品统统吸到嘴边!嘻嘻~

1745206080912548.png


逛gai的尽头是找点甜头?

来亿口春点 「甜」补快乐,巴适~

1745206104798068.png

浪漫在哪里?大约在春季

上班|居家|露营|到店 美食随时大约特约~

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区域达人化身演员和传播者一起“上新”

在尚未解冻的三月选择了有春日氛围的成都,联动了成都达人板儿爷、薰薰爱吃猕猴桃、二十与何老师共同参演和内容发布,后续传播中更联动时尚打卡/美食达人以不同视角营造“第一口春天请查收“既视感,话题累计超1100W

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我们执行的速度也“上新”了

因项目活动已开启,本需要用1个月时间来执行的时间以15天结束,从接到需求到交付,包含达人筛选沟通、1天转场7地拍摄、后期cg画面……

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写在最后:

“万物皆可媒介”新的一年新的脑洞也在上新

2025

祝你祝我

创意不断更新。

————————————————

创作名单:

品牌方:抖音生活服务

全案供应商:和势营销


创意副总监:李哥

客户总监:贵妃

高级客户经理:哒哒哒

美术:锤锤

媒介总监:Amy

媒介经理:文玲

制作团队:AMZ GROUP


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相关信息

产品名称

抖音生活服务

品牌

抖音

所属行业

互联网

形式类别

整合营销

所在地区

中国大陆

时间

2025-04-21
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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