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          您的位置:首頁 > 生活>正文

          韓寒的ONE•一個把書塞進了冰箱

          時間:2019-04-28 11:54:02    來源:消費日報網     瀏覽次數:    我來說兩句() 字號:TT

            4月23日世界讀書日當天,由韓寒創辦的文化品牌ONE一個聯合美的冰箱發起了一場名為“圖書解凍挑戰”的跨界營銷活動,活動以不少當代人買書卻不讀書的行為為洞察,將其視為對書籍的“冷藏”,并通過KOL在冰箱藏書的創意玩法引起大眾對話題的注意,號召公眾保持閱讀。  

            這一吸睛活動一經發起就收到了廣泛好評,活動上線24小時,“ONE文藝生活”微信公眾號的圖書解凍挑戰推文有超過30萬人閱讀,線上H5測試參與人數超16萬,活動期間斗魚直播間觀看量超80萬。微博#圖書解凍挑戰#話題閱讀量超1000萬,張皓宸、貓力等20余位明星解凍人參與了此次活動。同時,杭州來福士中心的線下裝置當日參觀數量達30000人次,10余所書店當日活動參與人數過萬,共解凍圖書超10000本。  

            ONE一個在世界讀書日成功幫助美的打造了一款“有思想的冰箱”,這場跨界營銷為何能引發數十萬網友共鳴、引爆網絡?記者進行了簡要分析。

            秀肌肉:文藝不等于小眾,5000萬全網粉絲保障傳播效果

            一直以來,文藝都被貼上“小眾”的標簽,但這次的世界讀書日跨界營銷中,ONE一個做了一次完美的大眾傳播展示,這與其強大的粉絲基礎有分不開的聯系。據了解截止今年4月,ONE一個App裝機用戶達到5500萬,ONE文藝生活微信公眾號粉絲達到500萬,ONE有影力粉絲達到100萬,旗下MCN包括微信、微博、抖音賬號共計5000萬粉絲量,是名副其實的“大眾賬號”,并不因為文藝標簽而“小眾”。

            既有強關聯的讀書標簽、又有如此規模粉絲量的頭部賬號,縱觀整個市場ONE一個實屬前列,在本次與美的的跨界營銷中擔任起實實在在“流量輸出”。不僅如此,長期緊追熱點的媒體屬性讓ONE一個更具市場敏感度,找準了“現代人喜愛紙質閱讀的原初質感”這個重要的心理洞察,使得創意活動本身也更具傳播性,讓粉絲自發為活動“做廣告”,幫助美的完成品牌傳播目。

            

            拼實力:執行緊湊,線上線下全方位立體傳播、滿足品牌需求

            回顧本次跨界營銷,把一個看似“把書塞進冰箱”的簡單動作炒火的背后,除了ONE的精準洞察、創意設計外,也是其強有力的執行力表現。據記者了解,在本次活動中,ONE一個團隊本次的讀書日活動從策劃到執行僅用了十多天,內部團隊獨立完成了海報、H5、視頻等多種宣傳素材,其中制作測試類H5表現效果尤佳,通過用戶參與測試進行線下贈書活動,成功向線上引流。據ONE一個本次活動的統籌負責人李佩透露,僅4月23日當天參與H5測試的網友已經達到16萬,遠超出他們及品牌方的期待。  

            

            從4月20日美的發布第一張預熱海報至4月23日活動當天,短短三天內ONE一個展示出了強大的執行能力,協調明星、KOL利用圖文、直播、短視頻等多種方式為活動引流,積極調動粉絲參與話題,聯合各大線下書店積極參與,短時間內全方位傳播活動集中爆發,也成為了本次活動成功的關鍵點,美的微晶510這臺“有思想的冰箱”形象也得以樹立。

            針對本次跨界營銷的成功,ONE一個的首席運營官付圣強表示三句話即可概括:目標用戶心理洞察精準、品牌粉絲量級較高、活動創意性強且本身具有傳播性,并且表示,ONE一個不僅是一個文化品牌,也不僅是一個有影響力的公眾號,更是一個有敏銳洞察、懂用戶、懂市場的的營銷專家,是一個有豐富經驗的市場活動“操盤手”,未來也將打造更多、更大的營銷活動。


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