[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-5417":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":20,"isShow":24,"keywords":7,"mainKvImg":25,"mainNegotiator":7,"marketingEffect":26,"marketingEffectImg":7,"marketingTarget":27,"marketingTargetImg":7,"mediaStrategyExecute":28,"mediaStrategyExecuteImg":29,"participateAward":7,"participateCategory":30,"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":31,"showOnYzt":31,"sort":7,"startAt":32,"subGroup":7,"submitReport":33,"submitReportList":34,"tagsList":35,"tagsName":7,"tenantId":36,"updateBy":14,"updateDate":37,"weight":21,"zdybqs":7},"阿道夫通过包装与国潮、明星与功效、IP 与产品的“三个结合”，在过年节点期间，以合作伙伴的身份，巧妙匹配合适的晚会节目——《山海奇幻夜》，让品牌与 IP 深度捆绑。\n\n      在过年节点期间，拉近与用户、新客的距离，增强产品与九尾狐形象的关联，以及用户对阿道夫的品牌印象，让更多用户熟知阿道夫品牌，从认知、兴趣、购买、忠诚层面，循序渐进地引导用户，以“润物细无声”的方式，成功将品牌形象嵌入消费者心灵。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F645e1cb65f49ec000823799c\u002F74fb102eb7ae12f5f2d4231bca76d036.png","广东省广告集团股份有限公司",null,"阿道夫","近年来，随着更多洗护品牌席卷市场，同类新品层出不穷，绝大多数品牌盲目从众，企图以更大的投放量与对手竞争，更有甚者，仅以一些虚无难懂的概念、各式各样的噱头吸引消费者，但少有品牌能真正给消费者留下深刻的印象。\n      行业乱象横生，这迫使阿道夫另辟蹊径，从行业之乱中“跳”出来，寻找一条真正适合阿道夫的道路，同时以更深刻的方式，与消费者搭建沟通的桥梁，在乱象中破局而出。","2023.01.14-02.09","阿道夫2023年《山海奇幻夜》节目广告","admen","首先，随消费者民族认同意识与文化自信愈发增强，国潮之风大放异彩，阿道夫顺势推出神兽山海经系列洗发水，传承千年的“茶麸养护发”传统，溯源东方传统美学，让更多中国优秀的传统工艺和文化被大众所认知和了解。\n\n      其次，随互联网的发展，明星经济愈演愈烈，通过引导“联想”促进人们对明星与产品的“移情”作用，能有力地深化消费者对产品的认可与喜爱。\n\n      再者，仙侠剧盛行，九尾狐成为年轻女性最喜爱的IP之一，展现吉祥寓意，与阿道夫产品包装完美匹配，为加强产品与IP之间的连结，给消费者里留下更深刻的印象，九尾狐是最适合品牌的选择。\n\n      基于对国潮之风、明星经济、以及品牌受众喜爱的IP的洞察，阿道夫通过包装与国潮、明星与功效、IP与产品的“三个结合”，在过年节点期间，以合作伙伴的身份，巧妙匹配合适的晚会节目——《山海奇幻夜》，让品牌与IP深度捆绑，成为CP，此为破局之道。","system","2023-07-27 14:55:05","超级管理员","在节目内：\n      nene 郑乃馨化身可爱九尾狐花式安利同款阿道夫茶麸洗发水，强化消费者对茶麸功效的认知，明星种草，为品牌实力背书。\n      品牌露出捆绑nene郑乃馨九尾狐妆发环节，多次露出，场景与阿道夫高度融合，花式包装权益不断加深阿道夫茶麸系列与九尾狐的文化连接，潜移默化地嵌入消费者的内心。\n\n在节目外：\n      阿道夫作为《山海奇幻夜》节目合作伙伴，通过平面物料授权、身份授权、植入卡断授权等，对合作伙伴身份进行捆绑，霸气官宣。借势节目热潮、国潮表达多渠道深化品牌理念。\n      同时，资源配备优质硬广，PC+Moblie+OTT三端多点位联合覆盖种草，持续抢占用户心智；结合今日疯抢、大促营销坑位，撬动天猫超市稀缺资源，联动电商，助力品牌转化，促进销售“疯长”，节节走高。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F645e1cb65f49ec000823799c\u002F9a130405f8cb1e0b613015d58400e4a2.png","645e1cb65f49ec000823799c","0",0,"5417","日用化工",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F645e1cb65f49ec000823799c\u002F0a860520a0f1897283d626d4dae3180a.png","阿道夫与山海奇幻夜合作项目取得惊喜之果，曝光总计超 4.15 亿，新客曝光占比达 95%，新客转化占比达 80%。\n      借势《山海奇幻夜》节目热度，自 1 月 14 日开播后，阿道夫、阿道夫洗发水搜索人气持续攀升，新客、老客赞不绝口，产品好评度大幅提升。","我们的目标：\n1、形成自身品牌记忆点，打造区别竞品的差异化形象；\n2、跳出盲目加大投放量的营销陷阱，以小投入，实现大曝光，拉动新客；\n3、从虚无的概念回归本源，深化消费者对产品功效的认知。","在《山海奇幻夜》的合作中，阿道夫通过丰富的资源组合权益，于优酷、河南卫视平台，在新年期间向消费者们道了一声“好”，身份授权、平面物料授权、植入片段授权等权益授权、节目内的植入与包装、以及节目外核心硬广及电商坑位的资源优化组合，释放了节目传播的最大效益。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F645e1cb65f49ec000823799c\u002F4d5bee41b5f59ce06082353318eb858e.png","内容营销类","1",2023,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F645e1cb65f49ec000823799c\u002F920231f9a9b33a4af5f2263cd8a3ec6c.pdf",[],[],"000000","2025-03-06 17:54:29"]