數(shù)字品牌榜：2023年上半年品牌營銷BKM案例研究報(bào)告

『制造新聞』2023上半年品牌營銷BKM案例研究報(bào)告前言CampaignCampaign是營銷策劃的成MOPBKM案例庫介紹Method①客觀性保證。所有案例僅以傳播效果來決定排名，傳播效果的衡量僅以全網(wǎng)相關(guān)內(nèi)容的計(jì)算結(jié)果為準(zhǔn)。②公正性保證。沒有“評(píng)委投票”，沒有對(duì)排名的人為操作。③獨(dú)立性保證。無論案例所屬企業(yè)/執(zhí)行機(jī)構(gòu)是否與『數(shù)字結(jié)果排名。如果你不是第一，特別歡迎你采納『數(shù)字品牌榜』的數(shù)據(jù)分析和咨④專業(yè)性保證。BKM案例庫的12位聯(lián)合發(fā)起人，要么是在品牌傳播/營銷/廣告/市場領(lǐng)域有20年以上從業(yè)經(jīng)歷的行內(nèi)人，要么是研究學(xué)者和媒體總編，均非“參賽”企業(yè)或4A公司，共同為優(yōu)秀案例進(jìn)行點(diǎn)評(píng)分析和咨詢建議。u聯(lián)合發(fā)起人(按姓氏拼音為序)：高超北美商業(yè)生態(tài)咨詢董事總經(jīng)理、合伙人告》雜志總編輯何伊凡《中國企業(yè)家》雜志副總編輯李國威聞遠(yuǎn)達(dá)誠管理咨詢總裁李翔得到APP總編輯、《詳談》主理人林怡消費(fèi)科技行業(yè)知名營銷專家潘越飛鋅財(cái)經(jīng)/百準(zhǔn)創(chuàng)始人仇勇『數(shù)字品牌榜』創(chuàng)始人沈虹華網(wǎng)國際首席策略官、中華網(wǎng)首席品牌官吳飛浙江大學(xué)傳媒與國際文化學(xué)院教授吳聲場景實(shí)驗(yàn)室創(chuàng)始人楊曦淪北京國信品牌評(píng)價(jià)科學(xué)研究院院長u案例庫共建伙伴(按首字拼音為序)：懶熊體育、礪石商用戶心智可量化 用戶心智可量化算法說明|用戶心智可量化 用戶心智可量化 (行業(yè)內(nèi))用戶心智占有率頭腦中所形成的 (行業(yè)內(nèi))用戶心智占有率頭腦中所形成的算邏輯如下：亦即品牌的傳播效果價(jià)值，是與該品牌相關(guān)的每一條內(nèi)容的“單條的乘積之【計(jì)算公式】數(shù)據(jù)說明|覆蓋全網(wǎng)所有媒體傳播渠道與消費(fèi)者口碑評(píng)價(jià)平臺(tái)觀測窗口：2023年1月1日-2023年6月30日。數(shù)據(jù)來源：新聞媒體類(中央級(jí)媒體、泛財(cái)經(jīng)媒體、行業(yè)媒體、大眾媒體等)+網(wǎng)絡(luò)資訊類(今日頭條、一點(diǎn)資訊、騰訊新聞等網(wǎng)站/APP)+社交媒體(微博、知乎)+自媒體平臺(tái)(微信號(hào)、頭條號(hào)、百家號(hào)等)+消費(fèi)社區(qū)類(小紅書、什么值得買等)+短視頻類(抖音、快手等)，基于新聞媒體報(bào)道和用戶UGC內(nèi)容，以『數(shù)字品牌榜』專有計(jì)算模型得出。目錄目錄PART1案例排名OP1.22023上半年品牌營銷BKM案例總榜1.32023年上半年品牌營銷BKM案例榜-單項(xiàng)類別PPART2渠道策略研究2.1BKM案例TOP10媒介渠道傳播效果分析(按媒體源)2.6BKM案例TOP10媒介渠道傳播效果分析(按平臺(tái))PART3同類型案例研究3.1TVC/微電影3.2節(jié)日營銷3.3新品發(fā)布PART4同主題案例研究4.1音樂節(jié)PK4.2母親節(jié)PK4.3產(chǎn)品溯源PK4.4畢業(yè)季PKPART5BKM案例庫專家洞察Part1案例的整體傳播效果分析 1.12023年上半年品牌營銷BKM案例TOP10Campaign、小米13Ultra發(fā)布Campaign和抖音「評(píng)論區(qū)畢559,460,819DB、372,581,543DB。l抖音「心動(dòng)五一」和「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign兩個(gè)活動(dòng)均以站內(nèi)用戶互動(dòng)為主要傳播陣地。此外，抖音心動(dòng)還聯(lián)合眾多商家打造多樣化、個(gè)性化的活動(dòng)形式，有效觸達(dá)的頭部博主數(shù)量大大減少，不過新華網(wǎng)/新華社及少數(shù)頭部博。海海瀾之家官宣新蕉下輕量化戶外概代言人「張頌文」Campaign106,861,456DB小米13Ultra發(fā)布Campaign559,460,819DB644,206,371DB華為重繪山海經(jīng)Campaign78,380,019DB抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign372,581,543DB鐘薛高發(fā)布新品AI雪糕Campaign73,389,371DB天貓「青春的最后一件快遞」Campaign67,008,692DB戰(zhàn)代言人Campaign292,537,600DB淘寶「新勢力青年時(shí)裝周」Campaign84,983,074DB念營銷Campaign110,020,556DB1.22023年上半年品牌營銷BKM案例總榜(第1名-第20名)1.2排名案例名稱數(shù)字品牌價(jià)值營銷類型傳播度*用戶參與度*參與總?cè)舜蝹鞑ヒ傊蹈呦嚓P(guān)內(nèi)容條數(shù)低相關(guān)內(nèi)容條數(shù)1抖音「心動(dòng)五一」Campaign644,206,371#節(jié)日營銷57.09%3.65%97,263,303124,068,4805,076,83836,7182小米13Ultra發(fā)布Campaign559,460,819#新品發(fā)布，#代言人營銷19.71%43.64%96,170,50784,943,7391,391,04331,1713抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign372,581,543#新品發(fā)布，#用戶互動(dòng)營銷61.08%1.60%28,596,933142,879,1431,447,5567514蒙牛精選牧場×肖戰(zhàn)代言人Campaign292,537,600#代言人營銷，#TVC/微電影16.14%55.86%10,694,92086,843,526883,9695蕉下輕量化戶外概念營銷Campaign110,020,556#新品發(fā)布，#概念營銷，#TVC/微電影2.85%4.76%6,388,30742,770,01050,38426海瀾之家官宣新代言人「張頌文」Campaign106,861,456#代言人營銷，#TVC/微電影16.92%17.86%13,911,95855,191,06686,8332,1977淘寶「新勢力青年時(shí)裝周」Campaign84,983,074#企業(yè)節(jié)營銷26.91%7.98%2,180,97239,920,008254,0722348華為重繪山海經(jīng)Campaign78,380,019#IP營銷，#TVC/微電影14.88%7.25%2,199,16444,704,37427,267469鐘薛高發(fā)布新品AI雪糕Campaign73,389,371#新品發(fā)布3.11%7.42%9,149,63821,563,28770,7901,640天貓「青春的最后一件快遞」Campaign67,008,692#節(jié)點(diǎn)營銷，#TVC/微電影，#用戶互動(dòng)營銷2.76%1.91%1,957,12627,590,05968,2501,63311百度沸點(diǎn)“元宇宙之夜”Campaign65,624,876#娛樂營銷，#大會(huì)傳播30.82%34.70%4,532,86331,631,705257,8001,328京東手機(jī)×OPPO「像我們這樣紫」Campaign61,127,284#新品發(fā)布，#TVC/微電影1.84%2.69%720,42829,397,34854,537元?dú)馍忠魳饭?jié)Campaign55,392,195#音樂營銷2.08%7.76%5,599,48323,066,588126,993616海爾智家AWE傳播Campaign54,702,441#展會(huì)傳播1.79%7.55%4,635,52224,513,55018,80143415國窖1573封藏大典Campaign54,081,493#企業(yè)節(jié)營銷，#TVC/微電影9.83%13.25%1,185,69128,090,71715,332淘寶2023造物節(jié)Campaign50,056,028#企業(yè)節(jié)營銷，#線下場景營銷8.27%8.11%3,063,20618,918,84551,6310百度Create大會(huì)Campaign47,960,655#大會(huì)傳播9.64%23.24%4,783,99322,176,45115,696844九號(hào)公司「騎妙出行」新品發(fā)布Campaign47,864,145#新品發(fā)布，#代言人營銷19.30%23.53%15,525,43118,499,974253,1414,279歐萊雅「碳博會(huì)」Campaign43,179,667#展會(huì)傳播，#主題營銷2.60%2.24%3,296,08716,836,44744,868280B站畢業(yè)季Campaign42,610,259#節(jié)點(diǎn)營銷，#音樂營銷1.42%3.81%12,939,63815,752,98844,9775,921注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.22023年上半年品牌營銷BKM案例總榜(第21名-第40名)1.2高相關(guān)內(nèi)容條數(shù)186,83421,374409,4011高相關(guān)內(nèi)容條數(shù)186,83421,374409,401136,75091,59641,490177,8588,56622,58644,0152,63871,57958,24034,45413,2338,14112,41166,40538,00457,231低相關(guān)內(nèi)容條數(shù)3717320841058186081,540472傳播引爆力總值25,714,99715,864,65027,045,86422,163,26816,879,43423,356,37422,182,62320,025,98817,514,08214,159,67221,574,95714,876,51612,470,58616,888,72819,252,36619,365,50313,229,67312,889,26314,201,85811,351,692傳播度*1.36%1.18%5.74%13.28%9.19%1.21%23.73%0.54%9.37%1.10%4.59%1.11%0.92%1.11%3.59%0.32%7.15%10.41%1.43%11.71%參與總?cè)舜?,921,8042,129,8231,305,2921,461,9111,195,827938,7833,180,5411,118,0122,176,5881,120,1452,515,0901,494,1322,221,263541,6002,164,679195,4592,482,647740,799627,8881,495,841營銷類型#線下展覽#周年慶，#企業(yè)節(jié)營銷，#線下場景營銷#節(jié)日營銷#企業(yè)節(jié)營銷#節(jié)日營銷，#TVC/微電影#代言人營銷，#TVC/微電影#用戶互動(dòng)營銷，#概念營銷#聯(lián)名營銷，#節(jié)日營銷C#新品發(fā)布#節(jié)日營銷，#線下展覽#音樂營銷#周年慶，#企業(yè)節(jié)營銷，#用戶互動(dòng)營銷#節(jié)日營銷，#TVC/微電影，#線下場景營銷#節(jié)日營銷#節(jié)點(diǎn)營銷，#TVC/微電影#新品發(fā)布，#概念營銷，#TVC/微電影#節(jié)日營銷，#TVC/微電影，#線下場景營銷#音樂節(jié)營銷，#娛樂營銷#節(jié)日營銷，#代言人營銷，#名人訪談排名40案例名稱卡地亞獵豹主題展Campaign保時(shí)捷75周年「逐夢(mèng)嘉年華」Campaign歐萊雅母親節(jié)Campaign特步321跑步節(jié)Campaign君樂寶×賈樟柯“納福進(jìn)寶”Campaign歐派家居×胡歌「家的想象」Campaign麥當(dāng)勞「麥門文學(xué)」Campaign海瀾之家冠名火箭Campaign華為Mate50「探險(xiǎn)精絕古城」Campaign天貓超市上線半日達(dá)Campaign小米影像辭典跨年直播Campaign元?dú)馍帧?00主題曲改編挑戰(zhàn)」Campaign小米米粉節(jié)Campaign美團(tuán)六一兒童節(jié)Campaign小罐茶2023春節(jié)營銷Campaignvivo畢業(yè)季營銷Campaign美的鮮凈感空氣機(jī)新品推廣Campaign天貓情人節(jié)Campaign慕思淄博音樂會(huì)Campaign海飛絲『劉德華新年第一鏡』Campaign數(shù)字品牌價(jià)值42,034,26039,618,26839,167,67838,057,54936,951,64736,473,26235,830,08933,822,54533,275,64132,003,66530,616,26130,221,47129,269,54528,221,57228,020,76527,969,51025,564,04525,414,69625,227,97425,092,200參與度*2.14%9.65%5.33%8.97%3.25%2.14%32.43%0.85%8.56%2.45%3.18%0.64%2.64%2.12%4.56%1.29%10.66%4.37%1.73%3.90%注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.22023年上半年品牌營銷BKM案例總榜(第41名-第60名)1.2高相關(guān)內(nèi)容條數(shù)41,08856,72466,398高相關(guān)內(nèi)容條數(shù)41,08856,72466,398115,91423,72559,2625,4161,69940,37712,47163,6354,32817,55742,83117,400111,18911,59544,63511,14048,071低相關(guān)內(nèi)容條數(shù)445792045256241451,495014傳播引爆力總值12,051,71713,389,3018,655,20612,074,63010,220,1068,503,75712,587,47111,573,56811,622,0559,347,1697,483,60412,336,4489,839,7676,501,44811,337,4529,934,7908,389,9167,437,7509,255,2197,007,362傳播度*10.68%1.84%8.25%1.33%10.30%4.68%0.34%3.44%1.05%0.54%9.96%2.00%0.68%0.78%0.62%8.44%0.51%4.12%4.96%0.97%參與總?cè)舜?,163,725765,8383,600,183599,2702,266,964482,473447,3151,405,3601,427,839902,868678,5283,131,175430,3221,989,819198,584923,216888,347365,3862,449,334809,465營銷類型#IP營銷，#名人訪談#音樂節(jié)營銷，#企業(yè)節(jié)營銷，#娛樂營銷#節(jié)日營銷，#TVC/微電影#新品發(fā)布，#TVC/微電影#節(jié)日營銷，#TVC/微電影#節(jié)日營銷，#TVC/微電影#TVC/微電影，#名人訪談#新書發(fā)布，#用戶互動(dòng)營銷#聯(lián)名營銷，#新品發(fā)布#節(jié)日營銷，#主題營銷#節(jié)日營銷，#TVC/微電影，#代言人營銷ESG，#報(bào)告發(fā)布，#TVC/微電影，#節(jié)點(diǎn)營銷，#TVC/微電影#音樂營銷#節(jié)點(diǎn)營銷#節(jié)日營銷，#代言人營銷，#新品發(fā)布，#TVC/微電影#戲劇傳播#節(jié)日營銷，#TVC/微電影，#代言人營銷，#女性營銷#節(jié)日營銷，#TVC/微電影#線下場景營銷排名4142434445464748490案例名稱TCL×《三體》×劉慈欣科幻主題Campaign烏蘇啤酒音樂節(jié)Campaign美團(tuán)團(tuán)購母親節(jié)「我的雙標(biāo)媽媽」Campaign元?dú)馍直琛阜此ヂ浴笴ampaign海爾三翼鳥《爸媽智造》Campaign寶潔母親節(jié)Campaign顧家家居×許知遠(yuǎn)CampaignB站網(wǎng)友共創(chuàng)詩集Campaign須盡歡×《長月燼明》聯(lián)名CampaignOPPO「微笑提案」Campaign餓了么春分Campaign伊利發(fā)布ESG三報(bào)告Campaign華為手機(jī)畢業(yè)季Campaign蜜雪冰城「冰激凌音樂節(jié)」Campaign閑魚「寶貝有戲掛閑魚」Campaign完美日記春分Campaign飛鶴×中國國家話劇院《初生》Campaign小米手機(jī)三八節(jié)CampaignB站2022春節(jié)回家Campaign科顏氏「超CHILL保濕街區(qū)」Campaign數(shù)字品牌價(jià)值24,760,24924,418,04223,578,64519,742,60519,225,97819,180,56318,688,13518,005,79117,584,41217,002,24716,950,40316,467,18516,426,73716,197,12716,008,81415,498,35815,150,96314,907,97014,685,10314,524,112參與度*9.27%2.23%4.08%1.03%3.03%1.00%0.73%2.54%0.45%3.34%17.38%5.45%0.91%3.76%0.36%12.46%0.95%6.38%4.60%0.75%注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.22023年上半年品牌營銷BKM案例總榜(第61名-第80名)1.2排名案例名稱數(shù)字品牌價(jià)值營銷類型傳播度*用戶參與度*參與總?cè)舜蝹鞑ヒ傊蹈呦嚓P(guān)內(nèi)容條數(shù)低相關(guān)內(nèi)容條數(shù)1奔馳×何同學(xué)上海車展Campaign13,285,167#展會(huì)傳播，#名人訪談0.24%0.09%988,54210,127,0721,69712天貓中國品牌日華流大賞Campaign13,186,172#節(jié)點(diǎn)營銷，#線下展覽4.65%1.74%593,0096,704,81467,8642393瑞幸咖啡情人節(jié)Campaign13,175,205#節(jié)日營銷，#IP營銷11.70%18.75%2,506,5254,832,22062,9004044資生堂母親節(jié)Campaign13,100,710#節(jié)日營銷，#TVC/微電影，#女性營銷4.66%4.53%795,6375,517,12736,10945特步集團(tuán)2022年ESG報(bào)告發(fā)布Campaign12,978,782#ESG傳播，#報(bào)告發(fā)布0.19%0.90%958,3079,067,42626456福佳「春日花園」Campaign12,664,153#線下場景營銷0.57%1.28%507,3457,337,0616,655887天貓大牌日六一兒童節(jié)Campaign12,439,409#節(jié)日營銷，#聯(lián)名營銷0.36%0.15%116,6429,705,53411,61618美的國際家庭日Campaign11,291,829#節(jié)日營銷，#代言人營銷，#用戶互動(dòng)營銷，#TVC/微電影1.82%2.13%908,6496,654,13228,5069Ubras新Slogan推廣Campaign11,216,370#TVC/微電影，#概念營銷2.02%1.03%223,8437,989,0651,1350蒙牛母親節(jié)Campaign10,926,737#節(jié)日營銷，#TVC/微電影，2.55%3.05%446,0386,582,34516,04901東阿阿膠聯(lián)名奈雪的茶Campaign10,823,663#聯(lián)名營銷，#TVC/微電影4.21%7.67%1,319,9086,329,17213,014842可復(fù)美「成分中國·原料之戰(zhàn)」Campaign10,660,587#產(chǎn)品溯源，#TVC/微電影3.14%6.99%767,7094,624,48420,2911,0223BOSS直聘「猴猴喝的水」公益Campaign10,515,993#節(jié)日營銷，#ESG傳播0.52%0.09%277,8396,924,49151,05604HBN產(chǎn)品溯源Campaign10,456,588#產(chǎn)品溯源，#TVC/微電影4.15%1.19%1,159,2906,006,04530,1353,5665小米×新華網(wǎng)「親父節(jié)」Campaign10,230,405#節(jié)日營銷，#TVC/微電影0.27%0.79%190,7846,623,41517,5066純甄情人節(jié)Campaign9,918,188#TVC/微電影，#節(jié)日營銷6.33%0.70%681,3276,498,35412,43217蘋果新年大片《過五關(guān)》Campaign9,766,938#節(jié)日營銷，#TVC/微電影3.44%7.05%1,538,5983,869,6728,8722238百事可樂「無糖生可樂」發(fā)布Campaign9,153,553#新品發(fā)布，#概念營銷0.34%1.05%1,195,3055,013,7445,6549百度數(shù)字人「錢學(xué)森」Campaign8,840,841，#AIGC0.51%0.25%1,464,1315,771,45618,052580珀萊雅《謝謝參與》年終主題Campaign8,785,390#節(jié)日營銷，#TVC/微電影，#用戶互動(dòng)營銷1.93%1.16%2,295,9706,634,1134,623注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.22023年上半年品牌營銷BKM案例總榜(第81名-第100名)1.2排名案例名稱數(shù)字品牌價(jià)值營銷類型傳播度*用戶參與度*參與總?cè)舜蝹鞑ヒ傊蹈呦嚓P(guān)內(nèi)容條數(shù)低相關(guān)內(nèi)容條數(shù)81國泰航空「重上云霄」Campaign8,625,464#TVC/微電影，#主題營銷2.62%1.31%270,7025,327,69415,815382快手「手上的非遺」Campaign8,556,430#節(jié)日營銷，#報(bào)告發(fā)布，#ESG傳播0.39%0.94%32,664,8344,534,65227,697783方太母親節(jié)Campaign8,182,518#節(jié)日營銷，#新品發(fā)布，#TVC/微電影4.21%5.29%903,8484,495,39764,08484閑魚世界地球日Campaign8,150,063#節(jié)日營銷，#ESG傳播0.45%0.13%330,0615,108,60721,118285Mistine×李佳琦「泰蘭德琦遇記」Campaign7,764,653#地理探索，#TVC/微電影，#產(chǎn)品溯源0.35%0.36%507,3285,210,43633,40286淘寶發(fā)布「銀針服飾指南」Campaign7,615,399#報(bào)告發(fā)布0.37%1.07%307,0374,420,14418,805487奧克斯空調(diào)第八屆奧粉節(jié)Campaign7,385,566#企業(yè)節(jié)營銷，#TVC/微電影，#新品發(fā)布，#音樂營銷2.68%2.36%251,7554,475,36116,365088美團(tuán)優(yōu)選年貨節(jié)Campaign7,316,218#節(jié)日營銷，#聯(lián)名營銷，#IP營銷，#TVC/微電影，#國風(fēng)營銷1.45%1.40%277,6564,935,3531,220689蘇菲世界睡眠日Campaign7,182,884#節(jié)日營銷，#TVC/微電影，#女性營銷1.52%1.04%2,098,4855,497,3492,4130比亞迪《同場》Campaign7,010,183#節(jié)點(diǎn)營銷，#TVC/微電影0.52%2.40%830,3053,357,13519,5231愛本母親節(jié)「剩菜糾纏」Campaign7,001,936#節(jié)日營銷，#TVC/微電影0.99%0.70%565,2474,443,9145,5742寶潔世界地球日Campaign6,869,131#節(jié)日營銷，#ESG傳播，#用戶互動(dòng)營銷0.31%0.24%197,6784,454,90022,84923三只松鼠「產(chǎn)品溯源」Campaign6,739,070#產(chǎn)品溯源，#TVC/微電影，#地理探索0.30%0.93%1,187,5423,749,12511,89634小紅書「春天好消息日」Campaign6,606,489#用戶互動(dòng)營銷0.63%1.21%275,9282,331,83413,0636255孫儷代言美團(tuán)買藥Campaign6,172,140#代言人營銷，#TVC/微電影2.49%11.56%126,6803,629,62715,89386七度空間三八節(jié)Campaign#6,154,271#節(jié)日營銷，#概念營銷，#TVC/微電影，#女性營銷2.19%2.93%160,5174,003,8877,9117小紅書UrbanCore運(yùn)動(dòng)市集Campaign6,135,303#線下場景營銷，#企業(yè)節(jié)營銷0.51%1.95%248,5521,783,65613,4561,3628美團(tuán)外賣母親節(jié)Campaign5,398,385#節(jié)日營銷，#TVC/微電影2.48%0.69%577,0603,775,9846,9869珀萊雅三八節(jié)Campaign#5,358,532#節(jié)日營銷，#TVC/微電影，#概念營銷，#女性營銷2.60%2.79%1,645,4623,706,7172,76088蒙?！罭BA「生活因你而火熱」Campaign4,821,871#體育營銷，#TVC/微電影0.20%0.17%14,120,4153,583,2859,949注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.32023年上半年品牌營銷BKM案例榜|TVC/微電影類別1.3排名1234567891115案例名稱蒙牛精選牧場×肖戰(zhàn)代言人Campaign蕉下輕量化戶外概念營銷Campaign海瀾之家官宣新代言人「張頌文」Campaign華為重繪山海經(jīng)Campaign天貓「青春的最后一件快遞」Campaign京東手機(jī)×OPPO「像我們這樣紫」Campaign國窖1573封藏大典Campaign君樂寶×賈樟柯“納福進(jìn)寶”Campaign歐派家居×胡歌「家的想象」Campaign華為Mate50『探險(xiǎn)精絕古城』Campaign美團(tuán)六一兒童節(jié)Campaignvivo畢業(yè)季營銷Campaign美的鮮凈感空氣機(jī)新品推廣Campaign天貓情人節(jié)Campaign美團(tuán)團(tuán)購母親節(jié)「我的雙標(biāo)媽媽」Campaign元?dú)馍直琛阜此ヂ浴笴ampaign海爾三翼鳥《爸媽智造》Campaign寶潔母親節(jié)Campaign顧家家居×許知遠(yuǎn)Campaign餓了么春分Campaign數(shù)字品牌價(jià)值292,537,600110,020,556106,861,45678,380,01967,008,69261,127,28454,081,49336,951,64736,473,26233,275,64128,221,57227,969,51025,564,04525,414,69623,578,64519,742,60519,225,97819,180,56318,688,13516,950,403傳播度*16.14%2.85%16.92%14.88%2.76%1.84%9.83%9.19%1.21%9.37%1.11%0.32%7.15%10.41%8.25%1.33%10.30%4.68%0.34%9.96%用戶參與度*55.86%4.76%17.86%7.25%1.91%2.69%13.25%3.25%2.14%8.56%2.12%1.29%10.66%4.37%4.08%1.03%3.03%1.00%0.73%17.38%參與總?cè)舜?0,694,9206,388,30713,911,9582,199,1641,957,126720,4281,185,6911,195,827938,7832,176,588541,600195,4592,482,647740,7993,600,183599,2702,266,964482,473447,315678,528傳播引爆力總值86,843,52642,770,01055,191,06644,704,37427,590,05929,397,34828,090,71716,879,43423,356,37417,514,08216,888,72819,365,50313,229,67312,889,2638,655,20612,074,63010,220,1068,503,75712,587,4717,483,604高相關(guān)內(nèi)容條數(shù)883,96950,38486,83327,26768,25054,53715,33291,59641,49022,58634,4548,14112,41166,40566,398115,91423,72559,2625,41663,635低相關(guān)內(nèi)容條數(shù)22,197461,63386081,5407920241注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。 1.32023年上半年品牌營銷BKM案例榜|節(jié)日營銷類別排名1234567891115案例名稱抖音「心動(dòng)五一」Campaign歐萊雅母親節(jié)Campaign君樂寶×賈樟柯“納福進(jìn)寶”Campaign海瀾之家冠名火箭Campaign小米影像辭典跨年直播Campaign美團(tuán)六一兒童節(jié)Campaign小罐茶2023春節(jié)營銷Campaign天貓情人節(jié)Campaign海飛絲「劉德華新年第一鏡」Campaign美團(tuán)團(tuán)購母親節(jié)「我的雙標(biāo)媽媽」Campaign海爾三翼鳥「爸媽智造」Campaign寶潔母親節(jié)CampaignOPPO「微笑提案」Campaign餓了么春分Campaign完美日記春分Campaign小米手機(jī)三八節(jié)CampaignB站2022春節(jié)回家Campaign瑞幸咖啡情人節(jié)Campaign資生堂母親節(jié)Campaign天貓大牌日六一兒童節(jié)Campaign數(shù)字品牌價(jià)值644,206,37139,167,67836,951,64733,822,54530,616,26128,221,57228,020,76525,414,69625,092,20023,578,64519,225,97819,180,56317,002,24716,950,40315,498,35814,907,97014,685,10313,175,20513,100,71012,439,409節(jié)日主題#五一#母親節(jié)#春節(jié)#中國航天日#春節(jié)#兒童節(jié)#春節(jié)#情人節(jié)#春節(jié)#母親節(jié)#春節(jié)#母親節(jié)#微笑日#春分#春分#三八節(jié)#春節(jié)#情人節(jié)#母親節(jié)#兒童節(jié)傳播度*57.09%5.74%9.19%0.54%4.59%1.11%3.59%10.41%11.71%8.25%10.30%4.68%0.54%9.96%8.44%4.12%4.96%11.70%4.66%0.36%用戶參與度*3.65%5.33%3.25%0.85%3.18%2.12%4.56%4.37%3.90%4.08%3.03%1.00%3.34%17.38%12.46%6.38%4.60%18.75%4.53%0.15%參與總?cè)舜?7,263,3031,305,2921,195,8271,118,0122,515,090541,6002,164,679740,7991,495,8413,600,1832,266,964482,473902,868678,528923,216365,3862,449,3342,506,525795,637116,642傳播引爆力總值124,068,48027,045,86416,879,43420,025,98821,574,95716,888,72819,252,36612,889,26311,351,6928,655,20610,220,1068,503,7579,347,1697,483,6049,934,7907,437,7509,255,2194,832,2205,517,1279,705,534高相關(guān)內(nèi)容條數(shù)5,076,838409,40191,5968,5662,63834,45413,23366,40557,23166,39823,72559,26212,47163,635111,18944,63511,14062,90036,10911,616低相關(guān)內(nèi)容條數(shù)36,718561,5402920241140441注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.32023年上半年品牌營銷BKM案例榜|新品發(fā)布類別1.31小米13Ultra發(fā)布Campaign559,460,81919.71%43.64%96,170,50784,943,7391,391,04331,1712抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign372,581,54361.08%1.60%28,596,933142,879,1431,447,5567513蕉下輕量化戶外概念營銷Campaign110,020,5562.85%4.76%6,388,30742,770,01050,3844鐘薛高發(fā)布新品AI雪糕Campaign73,389,3713.11%7.42%9,149,63821,563,28770,7901,6405京東手機(jī)×OPPO「像我們這樣紫」Campaign61,127,2841.84%2.69%720,42829,397,34854,5376九號(hào)公司「騎妙出行」新品發(fā)布Campaign47,864,14519.30%23.53%15,525,43118,499,974253,1414,2797天貓超市上線半日達(dá)Campaign32,003,6651.10%2.45%1,120,14514,159,67244,0154108美的鮮凈感空氣機(jī)新品推廣Campaign25,564,0457.15%10.66%2,482,64713,229,67312,4119元?dú)馍直琛阜此ヂ浴笴ampaign19,742,6051.33%1.03%599,27012,074,630115,9147須盡歡×《長月燼明》聯(lián)名Campaign17,584,4121.05%0.45%1,427,83911,622,05540,377256注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.32023年上半年品牌營銷BKM案例榜|ESG傳播類別1.31伊利發(fā)布ESG三報(bào)告Campaign16,467,1852.00%5.45%3,131,17512,336,4484,328452特步集團(tuán)2022年ESG報(bào)告發(fā)布Campaign12,978,7820.19%0.90%958,3079,067,42626453BOSS直聘「猴猴喝的水」公益Campaign10,515,9930.52%0.09%277,8396,924,49151,05604快手「手上的非遺」Campaign8,556,4300.39%0.94%32,664,8344,534,65227,69775閑魚世界地球日Campaign8,150,0630.45%0.13%330,0615,108,60721,11826寶潔世界地球日Campaign6,869,1310.31%0.24%197,6784,454,90022,84927抖音2022企業(yè)社會(huì)責(zé)任報(bào)告發(fā)布Campaign4,665,5521.79%1.92%594,5003,194,7626368B站發(fā)布ESG報(bào)告Campaign4,253,3980.83%2.33%656,3044,309,54289晨光發(fā)布碳中和文具Campaign1,128,0360.64%0.15%35,5701,895,2890吉利雷達(dá)汽車「守護(hù)自然奇景」Campaign862,8840.47%0.16%22,2921,376,1913,8460注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。1.32023年上半年品牌營銷BKM案例榜|IP營銷類別1.31華為重繪山海經(jīng)Campaign78,380,01914.88%7.25%2,199,16444,704,37427,26746224,760,24910.68%9.27%2,163,72512,051,71741,0883瑞幸咖啡情人節(jié)Campaign13,175,20511.70%18.75%2,506,5254,832,22062,9004044美團(tuán)優(yōu)選年貨節(jié)Campaign7,316,2181.45%1.40%277,6564,935,3531,22065谷粒多端午節(jié)營銷Campaign3,245,3350.10%0.38%306,8081,945,8913,84406伊利綺炫×《三體》聯(lián)名Campaign3,179,2480.81%0.22%38,6142,755,2094,93207奈雪的茶聯(lián)名葫蘆兄弟Campaign3,020,1181.32%2.69%270,8071,481,2431,4388益禾堂新品發(fā)布Campaign2,826,8520.18%0.16%75,6251,781,78813,54099美團(tuán)外賣×《暗區(qū)突圍》Campaign2,640,4591.33%0.54%1,392,8871,899,1295,3303湯臣倍健×《三體》聯(lián)名Campaign1,489,7390.08%0.03%131,3301,267,6847,168436注：內(nèi)容傳播度，是指該案例在當(dāng)月所有被調(diào)研案例中的傳播熱度的占比。用戶參與度，是指該案例在當(dāng)月所有被調(diào)研案例中的用戶卷入程度的占比。0 1.42023年上半年BKM案例TOP10傳播引爆力分析0數(shù)字品牌價(jià)值(單位：DB)TOP10引爆力TOP10引爆力174,294,760300,000,000傳播引爆力總值99,057,6702599,057,67098,310,235200,000,00056,920,71873,138,763150,000,0073,138,76350,492,54061,258,88053,944,94050,492,540100,000,00033,926,55024,935,539124,068,480142,879,1433,926,55024,935,539124,068,48086,843,52684,943,73986,843,52684,943,73939,920,00827,590,05921,563,28755,191,06644,704,37442,770,01039,920,00827,590,05921,563,287案例名稱抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign抖音「心動(dòng)五一」Campaign蒙牛精選牧場言人Campaign小米13Ultra發(fā)布Campaign海瀾之家官宣新代言人「張Campaign華為重繪山海經(jīng)Campaign蕉下輕量化戶外概念營銷Campaign淘寶「新勢力青年時(shí)裝周」Campaign天貓「青春的最后一件快遞」Campaign鐘薛高發(fā)布新品AI雪糕Campaign引爆條數(shù)1,9072,57413,494689869631,216單條內(nèi)容引爆力均值1,075,907337,162107,80737,612161,771268,549106,9171,173,718676,08753,850 1.5BKM案例TOP10傳播引爆力內(nèi)容TOP50一覽l關(guān)鍵內(nèi)容TOP50中，爆款內(nèi)容數(shù)量排名前三的依次為：抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign(15篇)、小米13Ultra發(fā)布Campaign(11篇)CampaignCampaign播渠道，善用自家平臺(tái)上TOP案例中關(guān)鍵內(nèi)容TOP50列表(按所有相似內(nèi)容合計(jì)DB值降序排列)序號(hào)案例名稱發(fā)表時(shí)間內(nèi)容標(biāo)題主發(fā)平臺(tái)媒體源所有相似內(nèi)容合計(jì)DB值1小米13Ultra發(fā)布Campaign2023-04-13移動(dòng)影像升級(jí):“讓專業(yè)攝影更簡單”工人日?qǐng)?bào)工人日?qǐng)?bào)客戶端32,781,7562抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-25......#給我一首歌的時(shí)間#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#大學(xué)四年照片都在評(píng)論區(qū)了#抖音評(píng)論區(qū)能發(fā)語音了抖音新華網(wǎng)26,095,4403蒙牛精選牧場×肖戰(zhàn)代言人Campaign2023-06-21......@×玖少年團(tuán)肖戰(zhàn)daytoy成為蒙牛精選牧場品牌代言人。探尋#為你精選的1%#，給你百里挑一......微博蒙牛精選牧場25,016,8184小米13Ultra發(fā)布Campaign2023-04-20小米發(fā)布五款科技生態(tài)新品工人日?qǐng)?bào)工人日?qǐng)?bào)客戶端24,841,4515抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-26有茶餅的錄取通知書#大學(xué)四年照片都在評(píng)論區(qū)了#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)抖音你的寶藏23,932,0806抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-25肖霸生日會(huì)！小花被肖母羞辱！@肖宇航@爆胎草莓粥@毛光光#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#大學(xué)四年照片都在評(píng)論區(qū)了抖音奧黛麗厚本23,106,4807抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-27......這些畢業(yè)的物件和儀式感有勾起你的回憶嗎！畢業(yè)快樂！#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#大學(xué)四年照片都在評(píng)論區(qū)了抖音李蠕蠕22,824,2608抖音「心動(dòng)五一」Campaign2023-04-10......#感受大自然的氣息和美景#浪漫的是艾特你看花的人#赴一場春天的約#五一旅行指南#心動(dòng)推薦官......抖音阿建是個(gè)吃貨21,302,6009抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-28......我會(huì)帶著朋友們的祝福繼續(xù)上路！#當(dāng)事人在抖音#畢業(yè)典禮#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#播音抖音董麗娜20,805,460海瀾之家官宣新代言人「張頌文」Campaign2023-03-3047歲的張頌文，第一個(gè)代言終于來了？然而……微信號(hào)每日經(jīng)濟(jì)新聞17,965,1891.5BKM案例TOP10傳播引爆力內(nèi)容TOP50一覽(續(xù)表)1.5TOPTOP案例中關(guān)鍵內(nèi)容TOP50列表(按所有相似內(nèi)容合計(jì)DB值降序排列)序號(hào)案例名稱發(fā)表時(shí)間內(nèi)容標(biāo)題主發(fā)平臺(tái)媒體源所有相似內(nèi)容合計(jì)DB值11蒙牛精選牧場×肖戰(zhàn)代言人Campaign2023-06-21與品牌代言人@×玖少年團(tuán)肖戰(zhàn)daytoy一起暢游#為你精選的1%#限定牧場，探尋百里挑一的好牛奶......微博蒙牛精選牧場15,883,262抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-26致普通又熱烈的青春#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#大學(xué)四年照片都在評(píng)論區(qū)了抖音劉一朵14,744,110抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-25畢業(yè)后這樣回母校簡直爽翻了！#大學(xué)四年照片都在評(píng)論區(qū)了#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)抖音羅休休14,354,630華為重繪山海經(jīng)Campaign2022-12-15當(dāng)中國色遇上山海經(jīng),跨越千年的共同審美南方Plus南方周末13,776,79315小米13Ultra發(fā)布Campaign2023-04-21小米聯(lián)手徠卡上演歐洲熱，一路“狂飆”#小米13Ultra抖音直男財(cái)經(jīng)13,744,200蕉下輕量化戶外概念營銷Campaign2023-04-03承認(rèn)吧，你不想和ChatGPT談心了微信號(hào)新周刊13,212,672華為重繪山海經(jīng)Campaign2022-12-15別吹潘通了，這才是中國的年度流行色微信號(hào)新周刊13,069,669抖音「心動(dòng)五一」Campaign2023-04-23機(jī)票盲盒第五站，張掖我來了~#心動(dòng)推薦官抖音羊毛月12,729,680海瀾之家官宣新代言人「張頌文」Campaign2023-05-10張頌文成為海瀾之家代言人：詮釋“服飾的生命力”微信號(hào)人民網(wǎng)12,194,60720小米13Ultra發(fā)布Campaign2023-04-23中國智造再引外媒驚呼：“一個(gè)無法忽視的存在”微信號(hào)參考消息11,921,92521抖音「心動(dòng)五一」Campaign2023-04-23......#父女日常#五一主打一種很新的娛樂方式#心動(dòng)五一#五一玩樂自由#高能育兒團(tuán)3#心動(dòng)推薦官抖音三石的一家老小11,731,32522小米13Ultra發(fā)布Campaign2023-04-06小米13UItra將于本月正式發(fā)布，搭載徠卡頂級(jí)鏡頭，徠卡評(píng)價(jià)：夢(mèng)幻般的歷史級(jí)作品#小米13ultra官宣......抖音澎湃新聞10,715,28023抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-24唱這首歌的時(shí)候眼前是有畫面的#匆匆那年#王菲#酒吧駐唱#抖音評(píng)論區(qū)能發(fā)語音了#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)抖音Wow!10,710,4202425小米13小米13Ultra發(fā)布Campaign鐘薛高發(fā)布新品AI雪糕Campaign22023-04-182023-03-29小小米產(chǎn)品經(jīng)理魏思琪：小米13ultra推出專業(yè)攝影套裝可支持67mm濾鏡鏡頭#小米13ultra#小米發(fā)布會(huì)......#鐘薛高已申請(qǐng)sasaa商標(biāo)#......3月29日，鐘薛高在上海舉辦的新品發(fā)布會(huì)上發(fā)布了3.5元一支的雪糕新產(chǎn)品“sa‘saa”......抖抖音微博中中國網(wǎng)科技第一財(cái)經(jīng)日?qǐng)?bào)99,523,8009,324,54026抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-26許個(gè)愿祝愿所有考生金榜題名.#大學(xué)四年照片都在評(píng)論區(qū)了#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)抖音小南?9,289,95027抖音「心動(dòng)五一」Campaign2023-04-09#北京豆汁兒#來北京不就為吃這一口嗎#心動(dòng)推薦官抖音冀小唐9,167,61528蒙牛精選牧場×肖戰(zhàn)代言人Campaign2023-06-20探尋優(yōu)質(zhì)奶源，給你百里挑一好牛奶猜猜看蒙牛精選牧場品牌代言人ta是誰#為你精選的1%#微博蒙牛精選牧場9,087,30029天貓「青春的最后一件快遞」Campaign2023-06-12......在這個(gè)6月的畢業(yè)季，天貓?jiān)谒写髮W(xué)生#青春的最后一件快遞#里，發(fā)現(xiàn)了數(shù)不盡的青春故事......微博天貓8,917,975抖音「心動(dòng)五一」Campaign2023-04-03機(jī)票盲盒第二站：巴彥淖爾！真的很寶藏#心動(dòng)推薦官抖音羊毛月8,907,0701.5BKM案例TOP10傳播引爆力內(nèi)容TOP50一覽(續(xù)表)1.5TOP案例中關(guān)鍵內(nèi)容TOP50列表(按所有相似內(nèi)容合計(jì)DB值降序排列)序序號(hào)案例名稱發(fā)表時(shí)間內(nèi)容標(biāo)題主發(fā)平臺(tái)媒體源所有相似內(nèi)容合計(jì)DB值Vista看天下抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign4月18日，#小米13ultra價(jià)格公布，最低配置為12GB+256GB，5999元起，雷軍：又連夜說服了高管。會(huì)動(dòng)的錄取通知書#大學(xué)四年照片都在評(píng)論區(qū)了#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)愿所有畢業(yè)生，都能成為更好的自己！#抖音評(píng)論區(qū)能發(fā)語音了#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#熊出沒2023-04-182023-06-262023-06-268,541,2888,431,9308,391,230小米13Ultra發(fā)布Campaign你的寶藏熊出沒抖音抖音抖音34蕉下輕量化戶外概念營銷Campaign2023-03-07蕉下，這波裝到了微信號(hào)半佛仙人8,375,101小米13Ultra發(fā)布Campaign2023-04-064月6日#小米13ultra官宣，首次將徠卡萬元系列鏡頭移植進(jìn)手機(jī)，新機(jī)價(jià)格引發(fā)網(wǎng)友猜測抖音Vista看天下8,361,120抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-27我還是永遠(yuǎn)只做自己想做的女孩，#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#大學(xué)四年照片都在評(píng)論區(qū)了抖音彭十六elf8,353,180蕉下輕量化戶外概念營銷Campaign2023-04-03你來人間一趟，你要看看太陽微信號(hào)半佛仙人8,234,877小米13Ultra發(fā)布Campaign22023-04-19影像機(jī)皇，小米13Ultra首發(fā)開箱測評(píng)！#小米13Ultra抖音AppeApper8,218,400海瀾之家官宣新代言人「張頌文」Campaign2023-05-11張頌文：峰回路轉(zhuǎn)，戲才精彩微信號(hào)三聯(lián)生活周刊8,208,08040抖音「心動(dòng)五一」Campaign22023-04-30向全國吃貨特種兵發(fā)出五一挑戰(zhàn)！......#心動(dòng)推薦官#心動(dòng)五一#四川地方特色美食推薦抖音Renyi毅哥(成都吃客)8,192,61041華為重繪山海經(jīng)Campaign2022-12-27被低估的真國色，可算出來艷壓全場了微信號(hào)Vista看天下8,130,48042海瀾之家官宣新代言人「張頌文」Campaign2023-05-10張頌文終于接代言了微信號(hào)虎嗅APP8,123,61543淘寶「新勢力青年時(shí)裝周」Campaign2023-03-26件事兒，聽說了嗎？？？微信號(hào)GQ實(shí)驗(yàn)室8,014,56044抖音「心動(dòng)五一」Campaign22023-05-02當(dāng)你五一決定出門#當(dāng)你五一決定出門#心動(dòng)五一......#心動(dòng)推薦官抖音鬧鬧騰男孩KC7,842,10045抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign22023-06-27草木皆猶在目之所及皆是回憶#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#大學(xué)四年照片都在評(píng)論區(qū)了抖音卓卓仕琳7,801,73046鐘薛高發(fā)布新品AI雪糕Campaign2023-03-29雪糕成為AI周邊鐘薛高發(fā)布Sa'Saa系列冰棍中新經(jīng)緯中新經(jīng)緯7,732,0304748抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign小米13Ultra發(fā)布Campaign22023-06-272023-04-12我們是個(gè)組合選手......#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)#來一場評(píng)論區(qū)即興配音#抖音評(píng)論區(qū)能發(fā)語音了#小米13ultra定檔4月18日4月12日小米官宣13Ultra將于4月18日正式舉行發(fā)布會(huì)......抖音抖音白白熊嘎巴嘴中國日?qǐng)?bào)7,657,4307,462,56049抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign2023-06-27學(xué)生證要過期啦~#大學(xué)四年照片都在評(píng)論區(qū)了#評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)抖音若若若跑的賊快7,310,840小米13Ultra發(fā)布Campaign2023-04-124月12日#小米13ultra定檔4月18日，雷軍發(fā)文為新品預(yù)熱，稱移動(dòng)影像進(jìn)入了光學(xué)新時(shí)代抖音VistaVista看天下7,255,200Part2渠道策略研究 2.1BKM案例TOP10媒介渠道傳播效果分析(按媒體源)數(shù)字品牌價(jià)值(單位：DB)2,000,000,0001,800,000,0001,600,000,0001,400,000,0001,200,000,0001,000,000,000800,000,000600,000,000400,000,000200,000,000084,551,093100,046,00225,226,102171,102,84866,240,806256,856,46944,347,5175,694,1431,908,919,214210,528,50243,341,436類類型中央級(jí)泛財(cái)經(jīng)大眾中央級(jí)泛財(cái)經(jīng)大眾泛財(cái)經(jīng)大眾條數(shù)447882531,2238405,8432482,75887,044互動(dòng)量1,445,3752,272,151288,8633,049,663383,6551,100,33011,632,499555,5452,089,8298,703,307212,353,207注：此數(shù)據(jù)是基于全網(wǎng)所有媒介傳播的數(shù)據(jù)來搭建全媒體矩陣，并按照媒體源/發(fā)布賬號(hào)進(jìn)行統(tǒng)計(jì)。0 2.2BKM案例TOP10媒介渠道分類分析|中央級(jí)媒體0l在中央級(jí)媒體的傳播效果中，數(shù)字品牌價(jià)值排名前三的依次為：小米13Ultra發(fā)布Campaign(80,521,458DB)、抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign(40,248,072DB)、鐘薛高發(fā)布新品AI雪糕Campaign(14,696,807DB)。小米13Ultra發(fā)布Campaign的頭部爆款文章多來自數(shù)字品牌價(jià)值(單位：DB)90,000,00080,521,45875,000,00060,000,00040,248,072440,248,07230,000,00014,696,80714,178,76515,000,00032,0750001,114,1732,075000案例名稱小米13Ultra發(fā)布Campaign抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign鐘薛高發(fā)布新品AI雪糕Campaign海瀾之家官宣新代言人「張Campaign華為重繪山海經(jīng)Campaign抖音「心動(dòng)五一」Campaign蕉下輕量化戶外概念營銷Campaign蒙牛精選牧場言人Campaign淘寶「新勢力青年時(shí)裝周」Campaign天貓「青春的最后一件快遞」Campaign內(nèi)容條數(shù)41568000互動(dòng)量1,110,108156,469181,951132,140247,6951,0438000注：此數(shù)據(jù)是基于全網(wǎng)所有媒介傳播的數(shù)據(jù)來搭建全媒體矩陣，并按照媒體源/發(fā)布賬號(hào)進(jìn)行統(tǒng)計(jì)。此頁呈現(xiàn)TOP10案例在中央級(jí)媒體上的傳播效果。中央級(jí)媒體2.2BKM案例TOP10媒介渠道分類分析|中央級(jí)媒體中央級(jí)媒體2.2案例名稱五一」Campaign小米13UltraCampaignCampaignCampaign下輕量化戶代Campaign宣新CampaignCampaignCampaign發(fā)布CampaignCampaign中國日?qǐng)?bào)中國青年報(bào)光明網(wǎng)人民網(wǎng)中國日?qǐng)?bào)中國青年報(bào)光明網(wǎng)人民網(wǎng)數(shù)數(shù)字品牌價(jià)值(單位：DB)工人日?qǐng)?bào)/57,163,566//////9,820,824/新華社/新華網(wǎng)/1,352,74240,248,072//1,074,560/473,978//中國網(wǎng)10,392,444////591,6624,437,404/人民網(wǎng)/122,052///10,256,800////中國日?qǐng)?bào)/8,899,596/////48,532//中國青年報(bào)2,6802,082,312//////345,547/光明網(wǎng)///860,640//43,920/注：篩選規(guī)則：該媒體至少參與兩個(gè)案例的報(bào)道；排序規(guī)則：按所有媒體在TOP10案例中所創(chuàng)造的數(shù)字品牌價(jià)值之和進(jìn)行降序排列。2.30BKM案例TOP10媒介渠道分類分析|泛財(cái)經(jīng)類媒體/自媒體2.30l在泛財(cái)經(jīng)類媒體的傳播效果中，數(shù)字品牌價(jià)值排名前三的依次為：小米13Ultra發(fā)布Campaign(65,148,607DB)、鐘薛高發(fā)布新品AI雪糕Campaign(49,933,020DB)、蕉下輕量化戶外概念營銷Campaign(36,074,449DB)。此外，鐘薛高發(fā)布新品AI雪糕Campaign的互動(dòng)量數(shù)字品牌價(jià)值(單位：DB)70,000,00065,148,60760,000,00049,933,02050,000,00036,074,44936,074,44931,576,07730,000,00020,000,0006,103,0783,6,103,0783,946,8905,4780095,47800案例名稱小米13Ultra發(fā)布Campaign鐘薛高發(fā)布新品AI雪糕Campaign蕉下輕量化戶外概念營銷Campaign海瀾之家官宣新代言人「張Campaign抖音「心動(dòng)五一」Campaign淘寶「新勢力青年時(shí)裝周」Campaign天貓「青春的最后一件快遞」Campaign華為重繪山海經(jīng)Campaign抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign蒙牛精選牧場言人Campaign內(nèi)容條數(shù)6238722100互動(dòng)量1,704,8562,103,2681,307,7941,152,182589,26266,2961,3186,11700注：此數(shù)據(jù)是基于全網(wǎng)所有媒介傳播的數(shù)據(jù)來搭建全媒體矩陣，并按照媒體源/發(fā)布賬號(hào)進(jìn)行統(tǒng)計(jì)。此頁呈現(xiàn)TOP10案例在泛財(cái)經(jīng)類媒體/自媒體上的傳播效果。泛財(cái)經(jīng)類媒體2.3宣新CampaignCampaign泛財(cái)經(jīng)類媒體2.3宣新CampaignCampaignCampaign發(fā)布CampaignCampaign戶CampaignCampaign泛財(cái)經(jīng)類媒體對(duì)小米13Ultra發(fā)布和鐘薛高發(fā)布新品AI雪糕Campaign的參與程度更高案例名稱五一」Campaign小米13UltraCampaignCampaign新京報(bào)中新經(jīng)緯財(cái)經(jīng)網(wǎng)證新京報(bào)中新經(jīng)緯財(cái)經(jīng)網(wǎng)證券日?qǐng)?bào)北京商報(bào)數(shù)數(shù)字品牌價(jià)值(單位：DB)界面新聞/12,916,387//2,433,979619,133//4,827,664/新京報(bào)1,624,8354,000,874//////4,301,259/證券日?qǐng)?bào)1,062,0773,140,207//1,106,402///1,948,229/財(cái)經(jīng)網(wǎng)1,799,1604,032,068/////274,084/中新經(jīng)緯1,108,8751,546,113///40,681//3,354,420/6氪/3,112,136//196,104275,690/11732,399/市界/847,510///278,385//1,281,709/北京商報(bào)////67,616//2,042,096/注：篩選規(guī)則：該媒體至少參與兩個(gè)案例的報(bào)道；排序規(guī)則：按所有媒體在TOP10案例中所創(chuàng)造的數(shù)字品牌價(jià)值之和進(jìn)行降序排列。0 2.4BKM案例TOP10媒介渠道分類分析|科技類媒體/自媒體0ignl在科技類媒體的傳播效果中，數(shù)字品牌價(jià)值排名前三的依次為：小米13Ultra發(fā)布Campaign(460,593,023DB)、鐘薛高發(fā)布新品AI雪糕Campaign(13,367,145DB)、蕉下輕量化戶外概念營銷Campaign(10,333,051DB)。其中，小米13Ultra發(fā)布Campaign的傳播效果極數(shù)字品牌價(jià)值(單位：DB)480,000,0004480,000,000400,000,000320,000,000240,000,000160,000,00080,000,00013,367,14510,333,0517,656,316653,472476,228469,79814,49600案例名稱小米13Ultra發(fā)布Campaign鐘薛高發(fā)布新品AI雪糕Campaign蕉下輕量化戶外概念營銷Campaign華為重繪山海經(jīng)Campaign天貓「青春的最后一件快遞」Campaign海瀾之家官宣新代言人「張Campaign抖音「心動(dòng)五一」Campaign蒙牛精選牧場言人Campaign抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign淘寶「新勢力青年時(shí)裝周」Campaign內(nèi)容條數(shù)8,1151100互動(dòng)量17,311,1951,311,0611,055,397237,60101300,572475,69600注：此數(shù)據(jù)是基于全網(wǎng)所有媒介傳播的數(shù)據(jù)來搭建全媒體矩陣，并按照媒體源/發(fā)布賬號(hào)進(jìn)行統(tǒng)計(jì)。此頁呈現(xiàn)TOP10案例在科技類媒體/自媒體上的傳播效果?？萍碱惷襟w2.4宣新CampaignCampaign科技類媒體2.4宣新CampaignCampaignCampaign發(fā)布CampaignCampaign戶CampaignCampaign小米13Ultra發(fā)布和鐘薛高發(fā)布新品AI雪糕Campaign覆蓋的科技類媒體更廣泛案例名稱五一」Campaign小米13UltraCampaignCampaign小白測評(píng)快科技鈦媒體松果財(cái)經(jīng)愛范兒小白測評(píng)快科技鈦媒體松果財(cái)經(jīng)愛范兒數(shù)數(shù)字品牌價(jià)值(單位：DB)小白測評(píng)/66,641,380////////快科技/58,462,093///5,406/4,24465,984/愛范兒/6,415,840/////4,754,836228,769/鈦媒體48,0014,619,377//3,372//032,242,799/6氪/3,112,136//196,104275,690/11732,399/DONEWS/鞭牛士2,955,859//278,1214,769//41,186/紅星新聞/610,126///196,950//775,457/松果財(cái)經(jīng)/104,412//18,513///333,112/注：篩選規(guī)則：該媒體至少參與兩個(gè)案例的報(bào)道；排序規(guī)則：按所有媒體在TOP10案例中所創(chuàng)造的數(shù)字品牌價(jià)值之和進(jìn)行降序排列。2.50BKM案例TOP10媒介渠道分類分析|大眾類媒體/自媒體2.50l在大眾類媒體的傳播效果中，數(shù)字品牌價(jià)值排名前三的依次為：抖音「心動(dòng)五一」Campaign(637,601,398DB)、小米13Ultra發(fā)布Campaign15,906DB)和抖音「評(píng)論區(qū)畢業(yè)聯(lián)歡會(huì)」Campaign(332,333,469DB)。其中，抖音「心動(dòng)五一」Campaign的互動(dòng)量數(shù)字品牌價(jià)值(單位：DB)700,000,000637,601,398600,000,000485,415,906500,000,000332,333,4694332,333,469266,472,486266,472,486200,000,00081,036,17669,603,89981,036,1766