[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-3155":3},{"activityCoreContent":4,"activityCoreContentImg":5,"agencyCompany":6,"agentMediaLogo":7,"amount":7,"approvalStatus":7,"averageScore":7,"brandAttitude":7,"brandName":8,"brandOwnerLogo":7,"caseBackground":9,"caseBackgroundImg":7,"caseImplementTime":10,"caseName":11,"caseType":12,"caseTypeList":7,"categorySub":7,"chargeType":7,"cmsTagIdList":7,"contactMobile":7,"contactPerson":7,"contactPost":7,"coreStrategyInnovation":13,"coreStrategyInnovationImg":7,"coverPath":7,"createBy":14,"createDate":15,"createDept":7,"createDeptName":7,"createOrganization":7,"createOrganizationName":7,"createUser":14,"createUserAccount":14,"createUserName":16,"creativeStrategyExecute":17,"creativeStrategyExecuteImg":18,"dataId":19,"deletedAt":7,"directorNineteen":7,"goldCase":20,"hotContent":21,"id":22,"industry":7,"industrySub":23,"isCharge":7,"isCouncil":7,"isDeleted":24,"isShow":25,"keywords":7,"mainKvImg":26,"mainNegotiator":7,"marketingEffect":27,"marketingEffectImg":7,"marketingTarget":28,"marketingTargetImg":7,"mediaStrategyExecute":29,"mediaStrategyExecuteImg":7,"participateAward":7,"participateCategory":30,"partyACompany":7,"partyAEditor":7,"partyBCompany":7,"partyBEditor":7,"partyBIndustry":7,"partyBIndustrySub":31,"payer":7,"protectTwoThousand":7,"receiveAmount":7,"receiveStatus":7,"recommendCompany":7,"recommendEditor":7,"recommendGroup":7,"remarks":7,"rounds":7,"sendCompanyIntro":7,"showOnList":20,"showOnYzt":20,"sort":7,"startAt":32,"subGroup":7,"submitReport":33,"submitReportList":34,"tagsList":35,"tagsName":7,"tenantId":41,"updateBy":14,"updateDate":45,"weight":21,"zdybqs":7},"1）拍摄顾客需求小片，以痛点强化产品购买理由\n在体验产品前，设置顾客有话说环节，以消费者的视角来呈现产品的购买理由\n \n2）设计趣味小剧场，突出产品特点\n在体验产品时，两位主持人通过情景剧的方式来实景演练，突出产品的耐用性等特点\n \n3）花式秀才艺，加深产品印象\n借用主持人表演才艺的形式，使消费者加深品牌印象\n \n4）巧用福利规避带货审核，利用低客单价吸引消费者下单\n区别于传统带货直播，采用给观众送福利的方式，自然地带上链接；所有链接产品为门店抵扣券，客单价不超过10元，这样的设计不仅能吸引消费者进行下单，也能顺带收集一波消费者的信息.","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F62562f1efccabd0008867944\u002F45c48cce2e2d7fbdea1afc51c7c6ad26.png","昌荣传媒股份有限公司",null,"欧派","欧派家居是中国定制家居行业的领军品牌。欧派家居集团是以整体橱柜为旗舰，带动相关产业发展，包括全屋定制、衣柜、卫浴、木门、金属门窗、家具、厨房电器、软装、整装大家居等，形成多元化产业格局，是国内综合型的现代整体家居一体化服务供应商。\n\n在315消费者权益日来临之际，欧派家居以此作为契机，邀请总台央视财经新媒体及总台主持人走进欧派集团进行探厂直播，通过探秘工厂、对话高层、体验服务等内容策划实现消费者对欧派家居专业实力的全面认知，提升消费者信任度，同时直播中发放福利在消费者日有力回馈消费者，欧派通过总台探厂直播实现品销合一效果。","2022.01.20-2022.03.01","“智造美好家 崛起中国派”欧派央视财经直播专场","admen","“智造美好家 崛起中国派”线上专场直播以315消费者营销节点为契机，借助总台及总台主持人背书效应，围绕欧派家居策划直播探厂、高层对话和产品体验等系列内容，为消费者全面呈现欧派的优质产品与服务，提升品牌信任度及好感度，进而促进销售；通过欧派超级AI工厂基地探访、对话欧派衣柜高层、沉浸式体验定制家居及空降大额福利等多种形式，为消费者呈现理想家居的氛围，在直播间中空降的大额福利实现直播消费者的销售转化。","system","2022-09-02 10:18:43","超级管理员","1）\t探厂——走进欧派AI工厂，解密智造黑科技\n央视团队参与指导策划直播，央视主持人带队，挖掘欧派制造工厂背后的“秘密”，通过多路并行拍摄，讲述生产线流程、实拍尖端智造设备，采访生产技术专家，多角度、多机位，以原生态、最权威真实的方式向消费者展现领先行业的制造优势和生产工艺。\n \n2）对话——定制家居赋能行业升级，欧派有话说\n总台主持人对话欧派集团高管，进行健康家产品战略、品牌战略和未来布局交流和访谈，共探中国家居新未来。\n \n3）\t产品体验——产品专家带领主持人沉浸式体验欧派家居\n总台主持人走进欧派展厅家居体验馆，鉴赏与体验欧派产品，交流设计理念，为消费者挑选并推荐产品。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F62562f1efccabd0008867944\u002Feccbc87e4b5ce2fe28308fd9f2a7baf3.png","62562f1efccabd0008867944","1",0,"3155","家装","0",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F62562f1efccabd0008867944\u002F24c6ccf7321ecdec0bd333c02b1806b2.jpg","3月1日的欧派X央视财经的定制直播，实现了品销合一的良好效果，不仅为欧派衣柜的315营销节点取得了开门红，同时也让欧派衣柜的高颜整家定制产品快速蹿红“出圈”。总计3小时的直播，平台直播观看量超千万，最终斩获38000个订单。\n1、央视财经APP播放量263.1万人次，端内外直播平台总计播放量1102万（微博、抖音、快手、百家、头条、视频号）\n2、新媒体宣传：直播当晚央视财经预热短视频累积播放达200万，微信推文阅读量超10万\n3、硬广传播：覆盖抖音及快手两个短视频平台，精准触达288万人次\n在市场看来，央视以“智造美好家，崛起中国派”为其站台，其实不能被视为一次简单的直播带货，而应该视为是对欧派衣柜高颜整家定制“先发者和领创者”地位的认可，以及对欧派衣柜高颜整家定制实力及品质的认同。","为彰显欧派家居领跑整家定制行业赛道的地位，强化企业及产品在消费者心中的良好形象，欧派家居邀请央视财经团队走进欧派，于3月1日打造特别直播节目“智造美好家，崛起中国派”。直播中总台知名主持人前往企业进行实地探访，与企业领导、核心人员等进行深度对话，有效的放大了公司内核价值；央视团队对工厂智造基地场景化探访，为企业进行品牌背书，同时通过策划系列为消费者解决难题、同步进行消费场景的沉浸式体验等主题环节呈现，强化企业及产品在消费者心中的良好形象。本次营销活动有了央视财经全平台立体化传播矩阵加持，以事件性营销快速破局，实现了企业品牌传播及获客需求的预期目标。","采用多平台的媒体组合策略，直播渠道广覆盖，短视频平台宣推深度触达。在直播活动前一周，在央视财经客户端投放主题为“智造美好家，崛起中国派”的直播活动海报，直截了当表明传播主题，跳转引流；直播前一天，由总台主持人朱广权、谢颖颖录制直播主题相关的短视频，为观众预埋直播福利信息，并用场景表演的形式生动呈现直播内容，于快手、抖音微信号中发布，吸引消费者关注直播；直播当天，央视财经微博及微信发布重磅终极信息，吸引站内流量，同时配合快手及抖音开机屏、信息流等硬广引流；直播过后，将精彩瞬间剪辑成短视频在微博、视频号、抖音号及快手号进行二次传播，放大传播声量。","数字营销类","综合全案型",2022,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F62562f1efccabd0008867944\u002F055e9d35087d7dc23593db1527db8695.pdf",[],[36,42],{"cmsEntityId":37,"cmsTagId":38,"deleteIds":7,"id":39,"name":40,"tenantId":41},"789","754","868","昌荣","000000",{"cmsEntityId":37,"cmsTagId":43,"deleteIds":7,"id":44,"name":8,"tenantId":41},"1155","1568","2023-03-09 15:08:13"]