[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-245":3},{"activityCoreContent":4,"activityCoreContentImg":5,"agencyCompany":6,"agentMediaLogo":7,"amount":8,"approvalStatus":9,"averageScore":10,"brandAttitude":11,"brandName":12,"brandOwnerLogo":13,"caseBackground":14,"caseBackgroundImg":11,"caseImplementTime":15,"caseName":16,"caseType":17,"caseTypeList":11,"categorySub":18,"chargeType":19,"cmsTagIdList":11,"contactMobile":20,"contactPerson":21,"contactPost":22,"coreStrategyInnovation":23,"coreStrategyInnovationImg":11,"coverPath":24,"createBy":25,"createDate":26,"createDept":11,"createDeptName":11,"createOrganization":11,"createOrganizationName":11,"createUser":25,"createUserAccount":25,"createUserName":27,"creativeStrategyExecute":28,"creativeStrategyExecuteImg":11,"dataId":29,"deletedAt":11,"directorNineteen":30,"goldCase":31,"hotContent":32,"id":33,"industry":34,"industrySub":35,"isCharge":36,"isCouncil":9,"isDeleted":37,"isShow":38,"keywords":39,"mainKvImg":40,"mainNegotiator":41,"marketingEffect":42,"marketingEffectImg":11,"marketingTarget":43,"marketingTargetImg":11,"mediaStrategyExecute":44,"mediaStrategyExecuteImg":45,"participateAward":46,"participateCategory":47,"partyACompany":48,"partyAEditor":9,"partyBCompany":49,"partyBEditor":9,"partyBIndustry":50,"partyBIndustrySub":51,"payer":9,"protectTwoThousand":52,"receiveAmount":53,"receiveStatus":54,"recommendCompany":11,"recommendEditor":41,"recommendGroup":55,"remarks":56,"rounds":9,"sendCompanyIntro":57,"showOnList":31,"showOnYzt":31,"sort":11,"startAt":58,"subGroup":59,"submitReport":60,"submitReportList":61,"tagsList":62,"tagsName":11,"tenantId":67,"updateBy":25,"updateDate":71,"weight":32,"zdybqs":11},"前期——节目物料设计植入、节目内容深度植入，保障客户基本权益的同时，争取更多品牌元素高频次露出及明星同框\n\n中期——节目制作，后期剪辑过程中，客户元素露出争取，在不破坏节目美感的同时，保障品牌最大化露出。\n        同时根据录制情况，及节目剪辑信息。进行互联网营销的预案设计。\n\n后期——节目播出同时，快速监播，实时为客户反馈品牌在节目中的权益。并出具监播报告。\n同时，根据当期素材，为客户进行微博口碑、及品牌传播点的营销。借助节目热度，进一步加深品牌在消费者心中的印象。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5efc3149fb885500064325e2\u002Fcfcd208495d565ef66e7dff9f98764da.png","北京华智瑞恒广告有限公司","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5efc3149fb885500064325e2\u002Fd288294d125c369d0c28e4fd63dd4789.jpg","10000","",82,null,"元气森林","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5efc3149fb885500064325e2\u002F92a3b5218041a602ec23a5e4b7770ffc.jpg","无糖饮料作为近来年的饮料细分市场的黑马，针对年轻群体，主打健康好喝不长胖的诉求，深受大家的喜爱。元气森林瞄准无糖饮料市场，研发出无糖苏打气泡水，深受年轻人的青睐。然而在饮料巨头纷纷进驻无糖饮料市场，元气森林品牌知名度需要进一步提升，抢占市场，扩大知名度，强力占据年轻消费者的献礼选择名单。\n以热门综艺节目《我们的乐队》合作，打响品牌知名度，通过品牌植入与节目高度融合，品牌信息自然露出，将广告信息打造成有传播价值的内容。从而实现了品牌曝光，品牌认知，品牌好感度一次性触达，同时结合饮用示范\u002F使用时机展示引导购买。以微博、网易为主展开深度营销互动，让品牌的著名度进一步提升。","2019.11.19-2020.6.20","元气森林《我们的乐队》娱乐营销全案","Admen","娱乐营销","收费","13020146910","邹仁凤","策划经理","内容策略\n1、锁定核心目标受众，创意玩法精准狙击年轻人群——首席気氛官官宣、拟人化形象打造等\n2、趣味社交互动活动，选手下场传递“冒泡”精神——分享歌单活动、万能气泡水配方等\n3、巧妙结合节目亮点话题，节目官微下场盖章强关联——占领热搜前排，增加外围曝光量\n渠道策略\n1、娱乐影视类头部大V引领，置顶品牌相关评论\n2、中腰部黄V+素人补充热度，丰富话题数据\n3、生活、美食博主高度匹配产品特性，利于品牌广泛铺展信息","https:\u002F\u002Fcdn.5iidea.com\u002Fcms\u002Fasset\u002Fblog\u002F5eaba65c02aec8534790f6da542254c2.jpg","system","2020-07-01 06:46:33","超级管理员","品牌植入做到了“人、场、情”三个维度的创意深度融合。\n人：从总裁团到观众，节目 #全人物# 高配合品牌内容植入\n场：节目关键位置锁定，各类使用时机展示品牌信息\n情：品牌虚拟身份——首席気氛官，全程倾情助力乐手放肆作BAND！","5efc3149fb885500064325e2","周顺芝","1",0,"245","大快消","饮料类","是","0",1,"元气森林《我们的乐队》娱乐营销全案|元气森林（北京）食品科技集团有限公司|内容营销类|饮料类|北京华智瑞恒广告有限公司","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5efc3149fb885500064325e2\u002F58d97df3fa235c24a0747e9a492150f8.jpg","小陈静","①江苏卫视平均收视0.4；硬广完成率达230%，累计覆盖人次近20亿\n13期累计15.32亿播放量，其中9期播放量超1亿，最高单期高达1.4亿。\n硬广完成率达120%，硬广完成率达120%\n元气森林的植入时长占节目总植入时长94%\n\n②微博话题总曝光：1.26亿\n微博热搜 51次，在榜时长160+小时\n抖音热搜16次，在榜时长340+小时\n官微主话题#我们的乐队#阅读量超30亿，讨论582万\n官抖粉丝68万+，获赞1240万\n全网安利口碑爆棚，微博，弹幕好评不断\n豆瓣：6.6分\n知乎：8.1分\n\n②广告主评价：通过《我们的乐队》的节目，将元気森林的“无糖”的概念在消费者心目中进一步巩固。且品牌知名度有了大幅提升，提高了品牌在年轻群体心中的地位。\n\n③媒体和受众评价：人民日报、光明网、中国青年网等多家主流媒体点赞转发节目内容。","帮助品牌与大型综艺IP《我们的乐队》进行合作，扩大品牌知名度，强化品牌特点。节目关联传播，实现品牌联动的效益最大化。通过网络营销活动传播，加强品牌认知和心智占领，提高受众对品牌的认知。（0糖0脂0卡等于元気森林）","1）电视+网络视频平台双端发力，抢占江苏卫视周六黄金时间点，以节目内容露出+硬广资源优化组合。占据江苏卫视周六黄金段位。\n芒果TV平台以开机屏、首页焦点图、片前硬广、暂停、灵犀点位、品牌互动区等站内优质资源组合，帮助品牌在芒果TV进行有效曝光。\n\n2）微博+网易云音乐+公关媒体全方位释放品牌。\n微博：优化微博平台营销号的选择，借助节目话题，快速抢占热门，占据节目话题的热门榜。并保障品牌的最大化曝光，以及露出的时效性。\n品牌官微与节目官方的互动，撬动三位导师的粉丝互动，形成裂变式传播。\n\n网易云音乐：节目歌曲将同步导流至网易云音乐，并设立节目专区，节目专区保留品牌的元素露出。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5efc3149fb885500064325e2\u002Fa9b78163090ce764b807bb7ff2a52825.png","实战金案","内容营销类","元气森林（北京）食品科技集团有限公司","华瑞传媒","代理公司","综合全案型","否",10000,"已到款","陈晓庆","元气森林logo调整中，后续需更新","北京华智瑞恒广告有限公司（华瑞传媒）以“影视文娱，随心定制”为企业理念，深耕影视产业， 围绕央卫视、互联网、娱乐营销，汇集影视文娱优质资源，为品牌提供集内容与传播为一体的全媒体整合营销策划与执行。丰富的影视行业经验，与央视平台、各大卫视等平台长期保持深度合作关系。",2020,"分组2","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5efc3149fb885500064325e2\u002F78cbba2ce4bb6a16b86fba954c7e3a80.pptx",[],[63,68],{"cmsEntityId":64,"cmsTagId":65,"deleteIds":11,"id":66,"name":6,"tenantId":67},"528","1371","575","000000",{"cmsEntityId":64,"cmsTagId":69,"deleteIds":11,"id":70,"name":12,"tenantId":67},"1049","2116","2023-03-09 15:08:09"]