[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-5370":3},{"activityCoreContent":4,"activityCoreContentImg":5,"agencyCompany":6,"agentMediaLogo":7,"amount":7,"approvalStatus":7,"averageScore":7,"brandAttitude":7,"brandName":8,"brandOwnerLogo":7,"caseBackground":9,"caseBackgroundImg":10,"caseImplementTime":11,"caseName":12,"caseType":13,"caseTypeList":7,"categorySub":7,"chargeType":7,"cmsTagIdList":7,"contactMobile":7,"contactPerson":7,"contactPost":7,"coreStrategyInnovation":14,"coreStrategyInnovationImg":7,"coverPath":7,"createBy":15,"createDate":16,"createDept":7,"createDeptName":7,"createOrganization":7,"createOrganizationName":7,"createUser":15,"createUserAccount":15,"createUserName":17,"creativeStrategyExecute":18,"creativeStrategyExecuteImg":19,"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":7,"tagsList":36,"tagsName":7,"tenantId":42,"updateBy":15,"updateDate":43,"weight":22,"zdybqs":7},"1）古今居家场景切换，营造平行时空交错之感\n通过多样化的家居场景打造，解放用户对美好生活的想象，带来真正高颜值、健康、一站式配齐的“自由家”。\n2）多元文化IP背书，解锁沉浸式家居生活\n对话鲁班、李清照、央美学者，展示生产工具、生产环境、工艺技术的变化，体现顾家家居产品在制作工艺上的的继承与发展。\n3）沉浸式产品体验，文化与现代科技完美结合\n结合产品展现多个家居生活场景——飞花令、点茶、插花、焚香、挂画等，为直播注入文化内核、增添趣味看点的同时也助力了品牌价值展现。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F6467334b0f63700007ed02bc\u002F75eeaa2147d39b108fb75274773de876.png","昌荣传媒股份有限公司",null,"顾家家居","后疫情时代，新的市场环境、新的产业模式，赋予品牌建设以新理念，企业品牌发展的探索需要勇气，更需要实践的经验与专业的洞察。对于品牌而言，如何在变化中求得发展、在变局中成功破局成为高效成长的关键一步。在沉淀多届的IP活动“全民顾家日”来临之际，顾家联合中央广播电视总台，发挥总台 “内容营销”、“文化营销”的优势，以线上直播的方式为消费者构建穿越古今对话的平行时空，全方位输出顾家家居产品力和场景力，满足消费者“一站式配齐”的家居需求，充分传递顾家家居承千年匠心和工艺，启未来家居新势力。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F6467334b0f63700007ed02bc\u002F27a15db44ad12380bc24c10c7c62c7fc.jpg","2022.07-2022.08","【顾家甄选 高颜舒适】顾家家居&央视新媒体整合直播项目","admen","在8月12日，顾家携手总台新媒体平台，央视财经、央视一套、央视频及其第三方平台微博、抖音、视频号等新媒体号同步开启了一场主题为“顾家甄选，高颜舒适”文化直播。总台央视主持人撒贝宁、白影穿越古今，见证千年匠心工艺，演绎家居美学，以沉浸式回家解锁家居礼仪及家居美学，打造一场有知识、有乐趣、有福利的边看边买的家居直播盛宴。","system","2023-07-27 14:55:02","超级管理员","Part1.对话鲁班，寻找匠心起源，传达顾家工匠精神\n撒贝宁跨时空对话匠人鲁班，带领古代匠人感受现代科技与工匠精神的融合；巧妙运用古人智慧，承袭鲁班锁巧妙设计，使得现代定制柜的结构更加灵活稳固；深度解析古人睡眠理念、睡觉姿势、床枕造型等睡眠文化，将顾家家居睡眠文化进行现代化演绎。\nPart2. 拜访李清照，演绎古今家居美学，展现顾家高颜值搭配\n撒贝宁和白影拜访李清照雅居，演绎一场跨时空版飞花令；插花品花PK 宋代点茶，于高颜值家居中体验布艺家居产品；以画抒情装点空间美学，挑选色彩对卧室空间进行搭配挑选。\nPart3. 对话央美学者，解读家居美学演变，突显顾家高级定制\n寻找古人收纳物件，畅聊古今生活变迁美学；通过衣食住等古今对比，揭晓全屋定制的便利之处。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F6467334b0f63700007ed02bc\u002Fd46bc66ac24372d59aa3571790e85065.png","6467334b0f63700007ed02bc","0",0,"5370","家居用品",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F6467334b0f63700007ed02bc\u002F99029f6aff65e2e6c9d4b272b5d0d372.jpg","一场文化带货玩出了新花样，也实现了品效合一。直播期间撒贝宁妙语连珠、金句频出，强势引爆话题，其微博相关话题阅读量达【2.9亿+】，本次短视频切条及文章在各平台曝光量突破【8000万+】；直播三小时内，百度、头条、快手、抖音、微博、视频号等15个平台的在线观看人数突破【2600万+】，并实现【96810】单订单转化,一时间口碑出现井喷式增长。顾家家居实现了跨界破圈，文化场景、文化对话的构建给营销注入了满满的高级感。与其说此次直播只是单纯地强调匠心精神进行文化带货，不如说是文化营销的底层逻辑，在实现订单转化与产品种草收割的同时，进一步强化了其内涵价值。","随着主流消费群体的变化，一体化定制和一站式配齐成为中国家居业的两大发展趋势。当代人对于家居环境可谓是满怀憧憬，规划向往，这都源自于对美好生活的不懈追求。顾家家居深耕家居行业 40 年，在第九届 “全民顾家日”消费者回馈日来临之前，有效突破用户认知，打造区别于其他带货直播的沉浸式家居体验，提高消费品牌认知，赢得品牌好感度及购买偏好是顾家本次营销的主要目标。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F6467334b0f63700007ed02bc\u002F2489139d7ca57e8aff4ced9e32acb3c3.jpg","整合总台多个新媒体平台进行传播：预热期间，顾家家居线下6000实体门店和线上顾家家居自媒以及总台新媒体矩阵发布直播预告视频及海报，揭晓直播福利，吸引消费者关注直播；直播期间，央视财经、央视一套、央视频微博及微信发布重磅终极信息，吸引站内流量，同时配合央视财经、微博及抖音开机屏、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。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F6467334b0f63700007ed02bc\u002F342908d8423ce328c2c6d5e05a7ca98a.png","数字营销类","1",2022,"",[37],{"cmsEntityId":38,"cmsTagId":39,"deleteIds":7,"id":40,"name":41,"tenantId":42},"2332980","754","4597","昌荣","000000","2023-07-28 10:07:28"]