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\n\n执行过程\n413龙腾狮跑节\n精准圈层跑圈人群—PGC与UGC扩散，打造科龙专属IP\n明星代言人&KOL号召引流，提高曝光度和知名度。\n24位网红达人同时在线直播，霸屏主流直播平台。\n全媒体传播矩阵，将传播力度最大化。\n联合苏宁易购打造科龙空调龙腾狮跑节专属IP，申请品牌商标。\n\n616潮流音乐盛典\n移动互联网造势海选+巅峰之夜盛典现场PK，平台+品牌联合营销联合IP，打造科龙空调主场。\n明星导师+专业评委，引发大量曝光，助力销售。\n\n电商平台导流+头部媒体阵营流量加持，品效合一。\n国际国内一线品牌联手助力IP营销，将各品牌间粉丝打通共享，获得品牌粉丝的聚力加持，扩大活动影响力。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002Fe70cc57be3e0e66353e02b45c1457427.png","昌荣传媒股份有限公司","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002F65932051fd69dcee0d13b7f2f55febd3.png","0","通过",83,null,"科龙空调","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002F9e2768c4c76d7f317c042cd7ac4d9eeb.png","空调行业产品同质化程度高，寡头局面已经形成， 如何在众多对手的围攻中取的传播声量，如何在80后、90后人群中建立独特的品牌印象并推高产品，进而增加曝光促进销售，是一个品牌在空调行业长久立足的根本诉求。\n为提升科龙空调品牌知名度，我们量身定造了专属IP事件, 以科龙空调首席体验官沈梦辰为核心，充分利用艺人IP，孵化自主IP营销，“垂直马拉松”“潮流音乐节”等爆款IP的打造，为科龙空调销售助力。","2019.05.20-06.15","节能风暴，快享潮流科龙空调IP营销案例","Admen","内容类","商盟划拨","18513920960","闫俊宇","策划总监","核心策略\n1.413龙腾狮跑节和616潮流音乐节两大事件曝光保障品牌热度。\n2.明星效应，主流IP元素和精准营销三大策略助力品牌传播。\n3.视频贴片，信息流广告，电商广告，社会化传播和线下广告五大媒介保证品牌曝光。\n\n创新点\n科龙空调联手国际国内一线品牌助力IP营销，将各品牌间粉丝打通共享，获得品牌粉丝的聚力加持，扩大活动影响力。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002F581871a2fedfcf8f2b8f2ce3a15c5aa2.png","https:\u002F\u002Fcdn.5iidea.com\u002Fcms\u002Fasset\u002Fblog\u002F12b186401c9f0c2ace296f4b2ae29ece.jpg","system","2020-04-01 08:12:12","超级管理员","创意策略：\n在科龙空调IP营销事件中引入国内外一线品牌加入，以卡通视频形式带动网友参加活动。\n品牌联合营销视频：\nhttps:\u002F\u002Fv.qq.com\u002Fx\u002Fpage\u002Fb0889hmhkei.html\n执行过程\n1.科龙空调在新浪微博邀请京东家电，青岛啤酒和LG智慧生活三个品牌与之互动，持续以点出品牌特点的形式喊话粉丝关注活动。\n2.以丰富的内容，更富有吸引关注的卡通视频形式突出产品利益点并通过微博发布，带动网友参与活动。\n3.硬广引流至搭建多品牌聚合的落地页内吸引网友关注活动信息并重点呈现各品牌的主推产品，带动活动关注同时为电商引流。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002Fea9775a6f4b579c504809d9053d30e68.png","5e844cdb731ba90006047ed7","孙明晖","1",0,"46","大家居","家电","否","",1,"节能风暴，快享潮流科龙空调IP营销案例|青岛海信空调营销股份有限公司|IP营销类|家电|昌荣传媒股份有限公司","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002F0c14a523d1a323dcd7d1db2e78272d7c.jpg","413龙腾狮跑节\n网络门户媒体、电视媒体、直播平台、微博微信组成了全媒体传播矩阵，\n148个媒体平台，曝光量过亿，互动量超千万.\n\n616潮流音乐盛典\nSocial传播总曝光量总曝光量达1.3亿+,超额完成200%，互动量达2000万+,超额完成188%。\n唱吧APP音乐节线上选秀活动共开展10天，活动参与完成度为238%；活动入口资源中曝光量完成了156%，点击完成了223%\n大数据精准人群投放共16天，CTR为2.4%，高于行业CTR 53.85%，CPC优于行业均值22.5%。","1、通过此次IP营销事件提升科龙空调品牌知名度、美誉度。\n2、助力科龙空调旺季销量转化，完成客户KPI。\n3、自主IP打造，迎合年轻用户，与年轻用户深度沟通，建立独特的品牌印象。\n4、自主IP可持续深耕，持续为推高品牌助力。","媒体策略\n网络门户媒体、电视媒体、直播平台、微博微信组成了全媒体传播矩阵。\n活动第一头部数字媒体阵营，优选用户粘度大的媒体，以内容+硬广结合的方式，打造数字品效传播的经典案例。\n活动第二媒体阵营，传统电视、户外、纸媒及视频媒体助阵，扩大品牌传播声量。\n执行阶段\n1.沈梦辰为科龙空调拍摄了1支TVC及3支创意ID，在头部媒体和站内重点资源位露出明星形象，同时以内容的方式在头部资讯媒体及社交媒体上露出，并置换了京东S级的营销节点618的首页搜索入口、明星晒单、明星彩蛋玩法和京东官方的社会化推广等资源，在激烈的空调行业竞争中抢先打响品牌宣传第一枪。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002F25925639c192fdad80b925cdebae46c2.png","实战金案","IP营销类","青岛海信空调营销股份有限公司","昌荣","代理公司","综合全案型","划拨","李建强","第一轮","昌荣传媒股份有限公司，旗下涉及传统媒体、数字媒体、新媒体、内容营销、电商服务主流业务版块，为中国领先的综合广告与媒体服务商，以用户洞察、品牌策略、创意策划、全媒体资源整合见长，可一站式解决客户不同时期、不同领域的核心营销问题。",2020,"分组2","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e844cdb731ba90006047ed7\u002F4a3217b6735e9b16b0616ea7f80a6c3b.pptx",[],[62,67],{"cmsEntityId":63,"cmsTagId":64,"deleteIds":11,"id":65,"name":50,"tenantId":66},"676","754","723","000000",{"cmsEntityId":63,"cmsTagId":68,"deleteIds":11,"id":69,"name":12,"tenantId":66},"2102","2261","2023-03-09 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