[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-6177":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,"latestAuditTaskId":7,"mainKvImg":25,"mainNegotiator":7,"marketingEffect":26,"marketingEffectImg":27,"marketingTarget":28,"marketingTargetImg":7,"mediaStrategyExecute":29,"mediaStrategyExecuteImg":30,"participateAward":7,"participateCategory":31,"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,"reviewStatus":32,"rounds":7,"sendCompanyIntro":7,"showOnList":33,"showOnYzt":33,"sort":7,"startAt":34,"subGroup":7,"submitReport":35,"submitReportList":36,"tagsList":37,"tagsName":7,"tenantId":38,"updateBy":14,"updateDate":39,"weight":21,"zdybqs":7},"1、展位活动：围绕线下搭建的4个“持久游戏厅”，将汉马人群与杰士邦品牌联系起来。配合现场showgirl的热情互动，吸引赛事跑者的注意力，将杰士邦的“持久”元素植入在跑者心智。\n2、人群凝聚：从复活名额到战队招募，再到赛前集合成团出发，各个环节均为杰士邦带来大量曝光，并主动为品牌的线上传播贡献大量素材\n3、品销结合：线下：跑者+围观市民除了在赛道可以看到杰士邦展位和互动元素，在赛道外的部分线下门店，以及美团+京东都可以看到杰士邦与汉马IP结合的互动页面。同时，品牌私域也为跑者提供了讨论互动的平台，并通过会员服务+试用赠品，为客户提供更多福利。","https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081678775.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081678787.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081678790.jpg,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081678793.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081678803.jpg,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081678806.png","乐福思健康产业股份公司",null,"杰士邦","近年来全国迎来了全民马拉松浪潮。武汉马拉松作为国内顶级马拉松赛事，常年保有“最美赛道”“最高服务水平”等头衔，已经成为国内最一流的马拉松顶级IP。\n\n杰士邦近年来通过体育营销，与国内外各项顶级赛事及直播平台、体育圈层媒体和论坛合作，成功打造“国际知名运动防护品牌”的身份，借助体育营销和跨圈层营销，成功推出玻尿酸系列安全套、持久系列安全套等产品，并在这两个细分赛道中常年坐稳第一。\n\n杰士邦对汉马的投入从17年就已经开始，2024年杰士邦成为汉马官方供应商。手握赛事IP的杰士邦决定抓住这次宝贵的机会，将持久心智进一步植入所有泛体育圈层的客户中，在激烈的行业竞争中巩固持久安全套细分赛道第一名的位置。","2024.03.30-03.24","杰士邦X武汉马拉松 “越持久越热爱” 体育营销案例","admen","1、产品关联：主推“杰士邦超凡持久”与品牌活动进行强关联。\n2、创新玩法：落地”持久游戏厅“展位，同时面向全国跑者招募“杰士邦持久战队”，独家定制品牌雨衣为杰士邦带来海量正面讨论。\n3、传播素材：通过趣味街头采访+品牌活动视频+免费跑马高清照片，围绕“越持久越热爱”的活动slogan进行内容创作。\n4、传播阵地：以抖音+小红书作为主要的传播阵地，KOL与KOC带动话题，官号发声引导，私域承接线下客户。\n5、全域联动：多渠道联动营销，线上线下结合。线下与O2O海王星辰、罗森便利开展主题包店活动，线上通过美团与京东的资源置换带来站内引流并转化销售，实现品销结合。","system","2024-09-04 19:46:14","超级管理员","1、好玩：杰士邦独创持久安全套的活动IP——持久游戏厅，通过经典小游戏将杰士邦持久系列安全套的“持久”与武汉马拉松的核心“持久”巧妙融合，快速吸引线下人流参与。\n2、好看：通过与汉马合作的定制超凡持久1只装产品，搭配4个精致展位与美到出圈的官方赞助物料与活动物料，大大提升了参与者的好奇心与分享欲望。\n3、好传播：杰士邦独创的定制雨衣，得到了数万跑者的称赞，并在比赛期间为品牌带来数十万的线下曝光，客户自传播能力极强，带动杰士邦品牌在汉马比赛当天再次出圈。","https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081624891.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081624909.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081624914.png","Z10-de22320243702038","0",0,"6177","策略与创意机构类",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1716949234696.jpg","整体曝光超过10.1亿+，促进平台销售大幅增长：\n1、赛事官方新闻媒体资源线上传播曝光10亿+，品牌账号线上传播曝光约300万+；\n2、央视CCTV直播、湖北电视媒体直播及新闻报道、咪咕app直播及报道等曝光量不计其数；\n3、线下活动曝光100万+。其中人流触达40万人次，核心赞助物料触达60万人次；\n4、跑者照片墙曝光数十万。在汉马正赛当天浏览量一度超过武汉马拉松组委会官方照片墙；\n5、品销结合：活动置换拼图资源带来直接增量销售49万元，带动京东销量增长16%，美团增长4.3%。","https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081708011.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081708025.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081708028.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081708037.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081708040.png","品牌：借势大满贯赛事武汉马拉松的顶级 IP 持续夯实杰士邦品牌的运动基因 ，赋予品牌潮流、创新的标签，提升杰士邦整体品牌形象。\n产品：拓展杰士邦持久系列安全套的产品心智与市场知名度，守住杰士邦在持久安全套细分赛道第一的位置，配合武汉3月樱花季与每年3月品牌大促，赋能杰士邦持久系列的整体销售转化\n消费者：通过创新玩法，借由武汉马拉松、持久系列产品的持久特性与消费者形成深度互动，实现赛事志愿者+全国跑者+观赛群众的三重破圈，并转化为潜在消费者。","1、品牌传播：官号+水军+KOL\u002FKOC大量优质内容，带动汉马全周期品牌声量高涨。\n2、品销联合：线下活动与平台联合，O2O层面海王星辰与罗森便利店开展汉马主题包店，线上层面置换京东健康与美团站内资源，以品牌活动带动渠道销售。\n3、品牌破圈：杰士邦在计生行业实现了三个破圈式的第一：第一家马拉松大满贯赛事赞安全套品牌，第一家以雨衣形式实物赞助马拉松赛事的品牌，第一家常年经营马拉松战队的安全套品牌。独特的创新带来大量破圈式的营销内容，为品牌带来大量跨圈层客户的关注与讨论。","https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081661972.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081661991.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081661998.png,https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081662009.png","体育营销类","2","1",2024,"https:\u002F\u002Fcdn.5iidea.com\u002Fworks\u002FZ10\u002F223\u002Fde\u002FZ10-de22320243702038\u002FZ10-de22320243702038_1717081860035.pdf",[],[],"000000","2025-02-27 09:53:49"]