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 密码:w5l8）","https:\u002F\u002Fcdn.5iidea.com\u002Fcms\u002Fasset\u002Fblog\u002F678e6ff6e11fdf1f2f6cb5c85c76378a.jpg","system","2020-04-09 07:35:08","超级管理员","摒弃一味单纯取悦年轻人的戏谑沟通方式，我们希望通过展现真正的中国传统文化之美，弘扬东方美学：一方面唤起年轻一代的民族自豪感；另一方面把故宫背后大家所认同的“品质&传承”投射到三元品牌上去，从而实现三元品牌实现品质提升：故宫美境，好奶甄藏。\n\n借势故宫IP，通过多元化的整合营销动作，从两个维度对品牌传播进行赋能。一方面将关注故宫IP的年轻化流量转化为对三元故宫牛奶的关注，横向拓宽流量，完成品牌焕新。另一方面强化三元故宫牛奶是品质好奶的核心信息，纵向提升品牌价值。","5e8ed02ccced2200061b18a6","胡利霞","0",0,"82","大快消","饮料类","是",1,"三元X故宫IP整合营销|三元|整合营销类|饮料类|蓝标传媒","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F5e8ed02ccced2200061b18a6\u002F74df5a8b47932816dcc9beec25aed403.jpg","1.项目总曝光量超5.4亿次，传播总阅读互动参与量超6434万次，#故宫美境 好奶甄藏#微博话题阅读量近900万。原创内容图片和视频借助微博进行全网宣发，涉及三元品牌形象的微博阅读量超过63.4万。硬广曝光总计超过7000万次。\n \n2.执行阶段，配合强有力的宣传，切实为三元食品销量助力。从三元故宫奶正式上市截至2020年2月17日仅仅两个月时间，销量突破3000万盒。\n\n3.三元国潮大秀直播共计2353万人次观看，近50家媒体多维度报道。\n \n4.《宫请好奶，纳福迎新》H5活动结束最终参与人数达438,572人次。上线10天互动量18万+，10万+用户参与，人均H5体验停留时间51.88秒，超出H5行业平均水平。\n\n5.《全民冲榜 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