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16:01:03","超级管理员","谷粒多X婺源篁岭村=最美中国谷粒色\n强树立谷粒多谷物营养产品力\n打造节日品牌场景+独家礼赠\n\n1.从产品层面：晒出谷粒多\n篁岭村秋收五谷丰登，晒谷物晒豆类晒花生\n晒出谷粒多多，晒出秋色美美，直观关联认知谷粒多天然谷物产品原材料的自然健康色转化带来的健康好气色\n\n2.品牌层面：晒出好生活\n仲秋晒谷粒，寓意晒出好收获，晒出好生活，这是源自中国土地独有的仲秋“中国符号”。也是谷粒多品牌对中国节日节气，生命力的活力传承，为国民持续打造最实在的好生活\n\n3.情绪层面：晒出好气色\n篁岭村村民通过节日在院坝晾晒粮食谷物，用晒出谷物的“好色彩”表达收获今年的“好生活”。实质是在彰显家庭与个体的富足与幸福，与产品传递的“生活好气色”节日情绪匹配。","https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ6\u002F101\u002Fa2\u002FZ6-a210120233133953\u002FZ6-a210120233133953_1695107158592.jpg,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ6\u002F101\u002Fa2\u002FZ6-a210120233133953\u002FZ6-a210120233133953_1695107158593.jpg,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ6\u002F101\u002Fa2\u002FZ6-a210120233133953\u002FZ6-a210120233133953_1695107158595.jpg","Z6-a210120233133953","0",0,"5913","食品",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ6\u002F101\u002Fa2\u002FZ6-a210120233133953\u002FZ6-a210120233133953_1693464991541.jpg","1，谷响应国家政策，在中国丰收节期间获得全网自来水效应，三天全网曝光破3亿\n2，凤凰网、中国日报、人民网等13家媒体电台的报道，成为中国丰收节期间全网自然报道TOP 1品牌\n3，行业媒体SocialBeta主动联系，并在《甲方乙方》版块进行案例收录\n4，新片场在献礼二十大栏目《非凡新征程 献礼新时代》中收录（其他作品均为明星参与或百万制作）\n5，助力品牌在婺源篁岭成功拓展了酒店、餐饮新销售渠道，实现生意增长，完成从0-1的突破","https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ6\u002F101\u002Fa2\u002FZ6-a210120233133953\u002FZ6-a210120233133953_1695105823682.png","紧抓小镇青年，绑定多元的生活场景沟通好气色、好营养的产品力；\n夯实谷粒多谷物营养专业属性，占位节庆礼赠场景，驱动消费购买；\n\n营销中核心解决三个关键点：\n1，找到谷粒多与节日的必要关联\n2，打造谷粒多在节日的礼赠场景\n3，激活谷粒多与受众的节日情绪","结合目标消费者节庆逛大集的民俗传统，打造「谷粒多丰收节定制主题活动」。借势中国特色话题流量乡镇（谷粒多x婺源篁岭村）打造品牌定制化的丰收节活动、产品组合、周边等，制造现象级事件。针对消费者的喜好，使用消费者语言。沟通&打造品牌、产品礼赠相关噱头话题，传播爆发期，通过“KOL+KOC+自来水流量”传播资源矩阵，实现种草谷粒多天然谷物营养（以色养色）、好礼谷粒多的心智认知\n9.19-9.22启动期将借倪大红郭京飞话题视频，推动话题发酵和扩散，为落地丰收节定制主题活动预热\n\n1、明星合拍引爆流量，获取强曝光与关注\n2、爆发期：官方及KOL活动当天集中爆发， 聚集流量\n3、延续期：KOC持续发声引发全民效仿；媒体电台跟进报道，助力事件发酵","数字营销类","2","1",2023,"https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ6\u002F101\u002Fa2\u002FZ6-a210120233133953\u002FZ6-a210120233133953_1695092791862.pdf",[],[],"000000","2023-12-04 16:05:42"]