[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-4875":3},{"activityCoreContent":4,"activityCoreContentImg":5,"agencyCompany":6,"agentMediaLogo":7,"amount":7,"approvalStatus":7,"averageScore":7,"brandAttitude":8,"brandName":9,"brandOwnerLogo":7,"caseBackground":10,"caseBackgroundImg":11,"caseImplementTime":7,"caseName":12,"caseType":13,"caseTypeList":7,"categorySub":7,"chargeType":7,"cmsTagIdList":7,"contactMobile":7,"contactPerson":7,"contactPost":7,"coreStrategyInnovation":14,"coreStrategyInnovationImg":15,"coverPath":7,"createBy":16,"createDate":17,"createDept":7,"createDeptName":7,"createOrganization":7,"createOrganizationName":7,"createUser":16,"createUserAccount":16,"createUserName":18,"creativeStrategyExecute":19,"creativeStrategyExecuteImg":7,"dataId":20,"deletedAt":7,"directorNineteen":7,"goldCase":21,"hotContent":22,"id":23,"industry":7,"industrySub":24,"isCharge":7,"isCouncil":7,"isDeleted":21,"isShow":25,"keywords":7,"mainKvImg":26,"mainNegotiator":7,"marketingEffect":27,"marketingEffectImg":7,"marketingTarget":28,"marketingTargetImg":29,"mediaStrategyExecute":30,"mediaStrategyExecuteImg":31,"participateAward":7,"participateCategory":32,"partyACompany":7,"partyAEditor":7,"partyBCompany":7,"partyBEditor":7,"partyBIndustry":7,"partyBIndustrySub":7,"payer":7,"protectTwoThousand":7,"receiveAmount":7,"receiveStatus":7,"recommendCompany":7,"recommendEditor":7,"recommendGroup":7,"remarks":7,"rounds":7,"sendCompanyIntro":7,"showOnList":33,"showOnYzt":33,"sort":7,"startAt":34,"subGroup":7,"submitReport":35,"submitReportList":36,"tagsList":37,"tagsName":7,"tenantId":42,"updateBy":16,"updateDate":43,"weight":22,"zdybqs":7},"1、态度爆发期：代言人周冬雨发布品牌大片;先锋女性KOL加入讨论：奇葩说辩手詹青云、好孩子集团副总裁Sharon等不同圈层先锋女性KOL，从自身角度谈论月经观点，讲明#把卫生巾放上台面#的实际意义，鼓励女性积极行动，自信表达。邀请全民参与抖音话题#把卫生巾放上台面，发起全国挑战赛；配合站内开屏和社区电梯屏等硬广投放资源，直播达人矩阵持续曝光，卷入用户互动。\n2、联名种草期：Libresse 薇尔突破性地与永璞咖啡达成合作，让卫生巾像咖啡一样，成为现实生活中一个正常而日常的存在，实现真正的“月经不隐藏”\n3、大促收割期：直播间，“销售”承接“话题” 与行动”的双重流量\n4、内容沉淀期：“话题+行动”自成“事件”，实现公关层面的长期传播","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63692dbd4182bd000a186f6d\u002Fa17c24de38d2d91e910fdd0a373637ed.jpg","",null,"延续“月经不隐藏”的品牌主张，呼吁#把卫生巾放上台面#，让月经不隐藏成为日常中切实可行的行动，而不只是口号。","Libresse薇尔","Libresse薇尔在3年前提出#月经不隐藏#的品牌理念，成为主流文化中首个倡导月经正名化的品牌，并通过持续关注女性真实需求而获得了消费者的喜爱。如今，#月经不隐藏#在观念层面已经成为一门社会显学，引发大量讨论。\n2022年，Libresse薇尔如何完成#月经不隐藏#这一品牌主张的进化，进一步深化品牌认知？同时，如何在三八妇女节这一女性营销的爆发期脱颖而出？ \n在坚持品牌沟通主线的基础上，实现年度的营与销双重目标，是本次战役的重点课题。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63692dbd4182bd000a186f6d\u002F1c4feb326e6a41dc995926f4489bd548.jpg","把卫生巾放上台面","company","自上市以来，Libresse 薇尔通过“月经不隐藏”的先锋主张已经在圈层人群中建立起一定品牌知名度，但随着近几年女性主义的不断发展，消费者需要与品牌建立新的情感共鸣点。要想真正得打破月经羞耻，更多的女性真正需要的不只是一句响亮的口号，而是一个在日常生活中切实可行的行动。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63692dbd4182bd000a186f6d\u002F8a417a27b830619ceda032a04e1748fd.png","system","2023-01-11 14:44:43","超级管理员","Libresse 薇尔没有一味地输出品牌态度，也不只刺激销售，而是深入理解女性需求，提出#把卫生巾放上台面#的倡议， 通过产品在日常生活中的自然展露，表达#月经不隐藏#的品牌理念。","63692dbd4182bd000a186f6d","0",0,"4875","大快消",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63692dbd4182bd000a186f6d\u002F6d560fd57cbeb0b2996e485ad63b4213.jpg","-成果#1品牌认知：品牌战役话题总浏览量达11.4亿【1】，战役期间（2.28-3.8）微博粉丝增速环比提高1604%【2】。\n-成果#2 销售转化：活动期间（3.1-8）线上pos销售同比增长69%【3】，直播销售同比增长5223%【4】，天猫旗舰店会员同比增长93%【5】；带动三八期间抖音销售同比增长945%，荣登卫生巾行业三八销售TOP 1，跻身女护品牌TOP 1。\n-成果#3 品牌拥护：“把卫生巾放上台面”话题曝光3.8亿【6】，天猫旗舰店会员同比增长93%【7】；抖音挑战赛卷入1.1万用户互动【8】。\n【1】 来源：微博官方数据，22.2.28-3.8 \n【2】 来源：品牌市场部，22.2.28-3.8 \n【3】 来源：品牌市场部，22.3.1-8 \n【4】 来源：品牌市场部，22.3.1-8 \n【5】 来源：品牌市场部，22.3.1-8 \n【6】 来源：微博官方数据，22.2.28-3.8 \n【7】 来源：品牌市场部，22.3.1-8 \n【8】 来源：抖音官方数据，22.2.28-3.8","目标一：认知-通过有感染力的内容引爆话题，从而增进品牌关注度，曝光目标1亿。\n目标二：购买-促进销售增长，和目标人群有效转化\n目标三：品牌拥护：让女性月经正名议题得到更广泛的社会支持和倡导，增加互动，同时加固品牌的行业形象","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63692dbd4182bd000a186f6d\u002F55a8a456b14385a57ffba76a661118e4.jpg","本次战役以微博、抖音为主阵地，在三八期间通过明星、女性KOL、联名品牌等不同渠道持续发声，在维持品牌话题度的同时，精准触及不同圈层的目标受众，实现了裂变式传播的目标。之后以品牌大促直播承接热度，达成有效的品效销协同路径。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63692dbd4182bd000a186f6d\u002F780c03c2b02d4e4d01172c5de6ac4bf8.png","数字营销类","1",2022,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63692dbd4182bd000a186f6d\u002Faa7964b2252d3587020431907bec16be.mp4",[],[38],{"cmsEntityId":39,"cmsTagId":40,"deleteIds":7,"id":41,"name":9,"tenantId":42},"2331713","3179","4060","000000","2023-01-11 14:53:10"]