[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-2620":3},{"activityCoreContent":4,"activityCoreContentImg":5,"agencyCompany":5,"agentMediaLogo":5,"amount":5,"approvalStatus":5,"averageScore":5,"brandAttitude":5,"brandName":6,"brandOwnerLogo":5,"caseBackground":7,"caseBackgroundImg":5,"caseImplementTime":5,"caseName":8,"caseType":9,"caseTypeList":5,"categorySub":5,"chargeType":5,"cmsTagIdList":5,"contactMobile":5,"contactPerson":5,"contactPost":5,"coreStrategyInnovation":10,"coreStrategyInnovationImg":5,"coverPath":5,"createBy":11,"createDate":12,"createDept":5,"createDeptName":5,"createOrganization":5,"createOrganizationName":5,"createUser":11,"createUserAccount":11,"createUserName":13,"creativeStrategyExecute":14,"creativeStrategyExecuteImg":5,"dataId":15,"deletedAt":5,"directorNineteen":5,"goldCase":16,"hotContent":17,"id":18,"industry":5,"industrySub":19,"isCharge":5,"isCouncil":5,"isDeleted":16,"isShow":20,"keywords":5,"mainKvImg":21,"mainNegotiator":5,"marketingEffect":22,"marketingEffectImg":5,"marketingTarget":23,"marketingTargetImg":5,"mediaStrategyExecute":24,"mediaStrategyExecuteImg":5,"participateAward":5,"participateCategory":25,"partyACompany":5,"partyAEditor":5,"partyBCompany":5,"partyBEditor":5,"partyBIndustry":5,"partyBIndustrySub":5,"payer":5,"protectTwoThousand":5,"receiveAmount":5,"receiveStatus":5,"recommendCompany":6,"recommendEditor":5,"recommendGroup":5,"remarks":5,"rounds":5,"sendCompanyIntro":5,"showOnList":26,"showOnYzt":26,"sort":5,"startAt":27,"subGroup":5,"submitReport":28,"submitReportList":29,"tagsList":5,"tagsName":5,"tenantId":30,"updateBy":11,"updateDate":31,"weight":17,"zdybqs":5},"1，联合《智族GQ》：邀请合作伙伴演绎商业名场面时刻，将商业趋势与生活时尚相结合拍摄大片，以GQ背书，完成杂志、户外媒介兼顾的整合传播，实现了快手+合作伙伴的整体价值感提升；\n2，品牌宣传片：以十周年为支点，全新视觉演绎不一样的商业高光时刻。携手一线广告导演及制作团队，将快手商业名场面一一道来，精准触达品牌、代理、MCN人群；\n3，商业故事片：快手商业化产品与平台正帮助越来越多人收获生意成功，通过捕捉每一个场中人与快手商业生态的联系，呈现合作伙伴与磁力引擎那些事；\n4，六城投放：大片强势出街，6大城市高光亮相，为合作伙伴大会拉开序幕。",null,"快手磁力引擎","磁力引擎，是快手的商业品牌。2020年，磁力引擎更新了自己的商业品牌价值主张-让品牌更有吸引力，希望进一步打造快手商业的对外影响。\n2021年，正值快手10周年的周年庆。磁力引擎亟需借势这一节点，巩固商业品牌的品牌价值传递，并以商业的视角，形成对母品牌价值感和温度的立体塑造。","快手十年·商业名场面","company","本次战役的核心策略，是长期整体传播策略的阶段性继承：\n“让品牌更有吸引力”的价值主张，在上阶段已经完成“理念的传递”任务。而快手10周年沟通节点上，本项目的整体落地策略偏向于“实力的承诺”。这种展现，要兼顾快手商业生态中共赢的创作者、商家、MCN、代理、品牌，来形成立体的群像感。\n\n信息价值：从描绘愿景，变成兑现承诺的实力展现，保证了传播基调，系统化传承全年品牌策略。\n传播手段：一改TOB传播惯性，利用TVC、会议、头部时尚媒体合作的立体组合，形成了TOB沟通TOC化的创新方式。","system","2022-08-31 18:01:11","超级管理员","本次战役的核心创意是：“商业名场面”，即借助快手商业生态里的创作者、商家、MCN等人为主角，定格他们在磁力引擎的“名场面”时刻，包装整体战役沟通。\n\n以磁力引擎“商业名场面”为核心，整体战役策划四大创意落地：\n1，联合《智族GQ》拍摄名场面时尚大片，创意呈现商业成绩；\n2，制作创意TVC《磁力引擎，为你开场》，诠释平台主张；\n3，制作4支商业故事片挖掘合作伙伴不同名场面故事整合传播；\n4，六城投放扩大活动影响力，帮助磁力引擎“商业名场面”出圈。\n\n这些创意的落地，让快手忠实合作伙伴的故事，以名场面为抓手，展现出了创意统一、信息明确、故事多元。创意本身的高延展性，对公关沟通、活动延展、媒体沟通起到了非常顺滑的串联作用。","614d382e07f04a00075e27d9","0",0,"2620","泛娱乐",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F614d382e07f04a00075e27d9\u002Fc0efa889c12d7f23903b760485bbca89.JPG","战役总结：\n这一战役实现了快手、磁力引擎、合作伙伴和C端感知的传播共赢。整合创意，带动了公关、社交媒体、媒介，进行了超越传统的创新整合。让品牌更有吸引力，不再是口号，而是让人有着更多深刻感知的实力承诺。\n\n成绩：\n十周年商业品牌项目总曝光超1亿。\n其中快手、微博、微信等媒体曝光4200万+，登上快手热榜第 6 位；TVC 及故事片整体曝光5000万+；6 大城市投放「GQ 商业名场面」触达人次1500万+；媒体、营销人等KOL 转发人数300+；行业社群、营销社群推送次数150+。\n多维话题曝光数据升高，品牌影响力持续出圈；视频号、微信文章转发，快手热榜上榜，媒体关注制造新议题，引发热议。","磁力引擎，希望立足于快手10周年的营销节点，在品牌价值主张升级之后进行一次集中的对外发声。形成多赢传播结果：\n1，主要目标To B：巩固合作伙伴的长期合作信心；\n2，次要目标To C：逐步建立C端对于快手商业的理解和支持。","媒体策略根据不同人群目标进行分层设置：\n1，\t户外商旅人群定向：户外投放商业名场面时尚大片，借助商旅场景，追求决策层人群渗透，兼顾TOC认知；\n2，\t线上精准投放：线上媒体利用快手、微博、朋友圈，利用标签化锁定精准客户；\n3，\t时尚媒体兼顾TOBTOC：利用《智族GQ》对TOC影响力，和对TOB品牌主的覆盖能力，扩大双端人群的出圈能力。","整合营销类","1",2021,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F614d382e07f04a00075e27d9\u002F487d3b0e97d01575b91b280858be66c0.pptx",[],"000000","2022-11-16 14:28:21"]