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14:44:46","超级管理员","1、林氏家居清晰洞察年轻消费者对于家居生活个性化、时尚化和舒适感的追求，借助代言人王一博形象价值，以“怎么坐（做）都可以”作为创新点切入，推出代言人同款新品“怎么坐都可椅”，巧妙贴合“时尚、多元、舒适”的品牌调性及产品属性。\n2、携手“中国传统色”IP，打造林氏三大诗意美学空间和意境家居产品，让年轻人释放生活热爱，多圈层触达传统文化，满足年轻人高品质生活需求。时尚态度海报输出，演绎品牌理念“住进每一种偏爱”，赢得用户共鸣。\n3、线下打造品牌升级发布会及消费者体验活动并行，提升品牌认知多维破圈。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F635cd44449e18b00082ba565\u002Fb35eb59b1c839dc84b96bf52915690e6.png","635cd44449e18b00082ba565","0",0,"4917","大家居",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F635cd44449e18b00082ba565\u002Ff841783225322a05dc7b6f8a43cb93f3.jpg","1、活动期间，林氏家居官方微博联动王一博微博及30家蓝V账号助力传播，微博活动话题总阅读量9.57亿+，话题讨论量582万+；抖音话题阅读量1.6亿+，总互动量861万+。微博总互动增长163.2倍，微信总分享量增长422.43%，小红书互动总量增长5862.32%，抖音总互动量增长629.66%。吸引央党媒、主流媒体、综合门户及行业垂类等上百家媒体，主动正向转载及报道，收获行业、用户、市场的一致好评，释放正向影响力。\n2、此次林氏家居品牌升级，带动天猫、抖音、京东在活动期间累计成交额破2亿，充分说明此次整合营销取得了极好的效果。\n3、开创“线下线上直播+体验”的新范式，品牌升级发布会8大平台13个账号进行同步直播，斩获近400万曝光，精彩环节设置，具象化传递品牌调性，创造沉浸式时尚品牌体验，现场反响良好。全国多个城市门店及重点商圈组织快闪打卡产品体验好评口碑持续发酵。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F635cd44449e18b00082ba565\u002Fc777b480650d36ba448c467b7326397d.png","迅速提升品牌知名度，焕新消费者对“林氏家居”的品牌认知\n实现品牌升级，建立林氏家居时尚、多元的消费者心智","在媒介策略上，协同品牌站内外资源，以线上官方账号+社交媒体，与线下偏僻升级发布会+霸屏式户外广告结合的方式进行360°包抄式传播，资源矩阵密集铺排，全渠道曝光激增。\n线上：品牌官博和代言人官博双官宣，各大品牌蓝V联动助推，创建微博、抖音话题互动，官微发布官宣推文；上线代言人ID视频，朋友圈、微博、小红书、抖音KOL倾情助力二次传播持续升温，达成社交媒体全链路深耕；全网APP霸屏投放，品牌站内资源（淘系+京东+抖音）强势引流，精准覆盖赋能营销，实现品效合一；百家主流媒体高度关注，深度解读正向报道，最终实现社交传播全链路击穿。\n线下：打造里程碑式品牌发布会，引发圈层认知“地震”；霸屏式户外广告全方位多渠道高曝光；沉浸式打卡互动抢滩多城重点商圈，最终实现社交传播全链路击穿。","整合营销类","1",2022,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F635cd44449e18b00082ba565\u002Ff99defe1b0eeeb7bc05e6cf5dd956962.pptx",[],[38,43],{"cmsEntityId":39,"cmsTagId":40,"deleteIds":7,"id":41,"name":9,"tenantId":42},"2331755","3027","4102","000000",{"cmsEntityId":39,"cmsTagId":44,"deleteIds":7,"id":45,"name":6,"tenantId":42},"2819","4386","2023-01-11 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