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天猫超级品类日破壁机专场携首春日饮养主理人李汶翰探寻营养奥秘

时间：2020-04-01 15:05:26阅读：65973次
背景介绍:当宅家成为固定的生活模式,当做饭成为治愈生活的习惯,我们在享受美食的同时,对饮食营养有更高要求。这段时间,妈妈们有更多时间给宝宝家人解锁花样美食,在家办公的白领有更多时间做吃的,更好地对待自
青春有你
  • 青春有你
  • 真人秀 选秀
  • 李汶翰 李振宁 姚明明
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背景介绍:

当宅家成为固定的生活模式,当做饭成为治愈生活的习惯,我们在享受美食的同时,对饮食营养有更高要求。这段时间,妈妈们有更多时间给宝宝家人解锁花样美食,在家办公的白领有更多时间做吃的,更好地对待自己。“美食+营养”的有机组合,成为了春季最暖心的治愈。

破壁机作为近十年出现的“新物种”,一直保持高增速增长,但是大众对它的印象仍然停留在噪音大、清洗太麻烦、跟榨汁机无区别的认知中。

基于现实社会的洞察和破壁机品类印象升级需求,天猫于3月10日-3月20日进行破壁机品类日的专场营销活动。通过强大明星效应引爆流量,用社会热议话题“宅家健康美食”突破圈层,围绕#一天一杯,饮养升级#主题升级,整合资源覆盖重点流量渠道曝光并引流天猫,进一步打通破壁机“一机多用”功能和“享受营养美食”品类印象。

天猫超级品类日领衔生活新升级

何为超级品类日?它是天猫最具影响力的品牌营销IP,精选当前背景下能够为消费者提升生活品质的趋势类产品,通过打造营销大事件引领品类消费升级认知,助力品牌商长线发展并拉动全民品类结构升级。这次的破壁机品类日活动将“一天一杯,饮养升级”的理念带到了大众视野里,是一次破格的全新、全域、全覆盖玩法。

全网打造#一天一杯饮养升级#引爆传播,创消费电子品类日传播声量新高

本次活动围绕趋势品类年轻化、大众化的传播目标,创新性以饭圈玩法+垂类KOL种草+直播的方式,深度打通手淘搜索穹顶H5+热榜合作,以94年的流量idol李汶翰 为破壁机品类主理人微博在线7天营业#春日饮养店#,教学用户用破壁机制作健康饮,并号召用户回流手淘,参与7日打卡互动为活动蓄水,覆盖人群达1.1亿。

#李汶翰下厨成瘾#、#一天一杯,饮养升级#、#春日饮养店#、#搅动吧春天#、#李汶翰粉丝健康新煮意#合计话题突破10.25亿,创消电品类日微博声量新高!互动量147.7W,发布当天冲入明星话题榜TOP3;粉丝连续打卡5天热度不减,各种同人漫,P图,晒打卡,普及同款食谱等自来水内容延伸#李汶翰粉丝健康新煮意#粉丝话题曝光量2737W

千万级明星号召粉丝联动品类教育进阶趋势焕新

2019年4月6日,UNINE通过爱奇艺青年励志综艺节目《青春有你》宣布正式出道,由李汶翰担任队长一职。微博粉丝千万的94年阳光大男孩,是舞台上的魅力担当,也是粉丝口中的李厨神。2020年3月13日22点,天猫官宣明星李汶翰为品类主理人,随后明星于微博发视频号召粉丝进站内搜关键词#春日饮养店#进行7天打卡,以春日饮养主理人身份给粉丝亲自制作一天一杯的限量春日饮。

”饭圈女孩“率先掀起春饮浪潮,自发而热情地参与活动打卡并扩散传播,带来崭新而强大的购买新生源;90、95后白领紧追其后,热捧轻食纤体、健康春饮,让职场人士有一天一杯的营养”焕颜术“。

五大品牌也随后联手天猫进行站外预热,围绕四个品类升级趋势:“静音/多功能/高功率/免手洗”,针对白领/宝妈/健身等人群开启为期一周的“一天一杯,饮养升级”主题春日清新海报,号召打架在家动手制作美食,晒出当日同款饮品。

全域KOL分享微博&B站&INS真实测评

同时,本次活动还邀请了各大美食垂类KOL参与:微博资深美食大号如饭圈阿姨(粉丝533万),知名美少女观众(粉丝439万),吃瓜卫视(粉丝466万)等将通过敏锐刁钻的视角,对破壁机进行深度测评,根据不同品牌、型号的特色给粉丝安利种草破壁机,号召粉丝买买买,一起参与到“一天一杯,饮养升级”的美食制作当中。

聚集了新生”Z”时代的B站也将联手美食up主马蹄厨房(粉丝50.5万)、信口开饭(粉丝29万)、VLOG领域up主蔡成的菜(粉丝15.6万)三位大咖领衔亲测营养食谱视频制作,从机器专业和现场烹饪的两大角度,给予粉丝客观可信、可follow的破壁机评测。

头腰部红人矩阵流量变现全域推广策略迎来收割

活动爆发期,明星李湘、胡可、肖骁引爆明星直播,站内红人Lin张林超(粉丝549.33万)、水冰月SailorMoon(粉丝70.61万)、虫虫Chonny(粉丝482万)等持续扩散品类活动热度,更有冷小雪Yoki、Grace颖子等多达40位淘内垂直领域直播达人,烹饪挑战李汶翰同款食谱,近距离贴近粉丝,加深破壁机“一机多用”功能和“享受营养美食”品类印象,二度引爆“一天一杯,饮养升级”的升级理念。

从洞察消费需求到抓住社会热点,从明星宣导到全域KOL渠道覆盖,从站外宣发到站内直播收割营销闭环…..本次超级品类日破壁机专场,将“一天一杯,饮养升级”的品类升级主题魔性地印刻在消费者的认知中,通过“一机多用”和“享受营养美食”的品类印象,让破壁机逐渐成为像冰箱一样日常的家中常备电器,引领着现代中国家庭的生活新升级。

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