營(yíng)銷(xiāo)策劃 -「蜜桃男子企劃」合作結(jié)案

BLUECITYXXINI黨譏舅子企誡黨譏舅子企誡YEAR2023/03DESIGNttheYEAR2023/03DESIGNtthestrongassociationbetweentheproduct,theearlymarketingoutputiscarriedout,andtheproductissymbolizedby"peach".xiniproductsdeeplyimplantedinthemindsofconsumersThisisaprojectthatusesthehotspotsofmonkeypoxsafetypreventionandcontroleventstoexplainmarketing,usesthehotspotstotargetlgbtgroupsforprecisemarketing,andappearsintheimpressionoflgbtgroupswithawarmbrandimage..PinkpeachmanCombinedwiththecharacteristicsofthehotspotsthemselvesandPEACH整體傳播效果2023/10整體傳播效果KOL?章瀏覽PV：KOL?章瀏覽PV：71w+5000w+1.4%整體傳播效果2023/10整體傳播效果134,7232023/10/30---22,0002023/10/31Blued702,5811,024,290--首頁(yè)-頂部Banner1918,589----1,031,156--發(fā)現(xiàn)頁(yè)頂部Banner4,121,250---發(fā)現(xiàn)頁(yè)-信息流推薦【第十五位】3,181,108---發(fā)現(xiàn)頁(yè)-超話置頂位2,106,823---發(fā)現(xiàn)頁(yè)頂部Banner1,506,812---2023/11/1Blued-708,309--首頁(yè)頂部Banner1-1,146,459--Blued發(fā)現(xiàn)頁(yè)-超話置頂位2,089,541---發(fā)現(xiàn)頁(yè)-話題氣泡12,467,139---2023/11/2Blued首頁(yè)頂部Banner1-708,426---903,099--發(fā)現(xiàn)頁(yè)-超話置頂位2,115,674---2023/11/3Blued首頁(yè)頂部Banner1-730,340--發(fā)現(xiàn)頁(yè)-超話置頂位2,100,632---2023/11/4Blued首頁(yè)頂部Banner1--729,946---561,863-2023/11/5Blued首頁(yè)頂部Banner1--1,244,016-2023/11/6Blued首頁(yè)頂部Banner1--590,038---442,224-2023/11/7Blued--700,061-首頁(yè)頂部Banner1--598,704-2023/11/8Blued--794,426-首頁(yè)頂部Banner1--448,804---289,136-2023/11/9Blued首頁(yè)頂部Banner1--1,106,958-2023/11/10Blued首頁(yè)頂部Banner1-604,250---419,312--2023/11/11Blued-777,111--首頁(yè)頂部Banner1-1,015,879--2023/11/12Blued--825,582---273,143-2023/11/13Blued--879,525-首頁(yè)頂部Banner1--864,129-2023/10/31-2023/11/13BluedKOL種草內(nèi)容301,654---KOL種草內(nèi)容19,862---西尼&Blued-破圈花路項(xiàng)目-開(kāi)屏數(shù)據(jù)CTR2023/10/31Blued500,00015,000702,58127,3163.89%2023/10/31Blued800,00024,0001,024,29038,4303.75%2023/11/1Blued700,00021,000708,30926,1043.69%2023/11/7Blued500,00015,000700,06137,0505.29%2023/11/8Blued500,00015,000794,42644,5705.61%2023/11/11Blued500,00015,000777,11141,5415.35%2023/11/12Blued500,00015,000825,58246,4875.63%2023/11/13Blued500,00015,000879,52549,0385.58%西尼&Blued-破圈花路項(xiàng)目-首頁(yè)Banner1數(shù)據(jù)CTR2023/10/31Blued首頁(yè)頂部Banner1Banner800,0004,000918,5894,7740.52%2023/11/1Blued首頁(yè)頂部Banner1Banner1,000,0005,0001,146,4595,7760.50%2023/11/2Blued首頁(yè)頂部Banner1Banner500,0002,500708,4263,7090.52%2023/11/3Blued首頁(yè)頂部Banner1Banner500,0002,500730,3403,7480.51%2023/11/4Blued首頁(yè)頂部Banner1Banner500,0002,500729,9463,9410.54%2023/11/5Blued首頁(yè)頂部Banner1Banner1,100,0005,5001,244,0166,7940.55%2023/11/6Blued首頁(yè)頂部Banner1Banner500,0002,500590,0383,2070.54%2023/11/7Blued首頁(yè)頂部Banner1Banner500,0002,500598,7043,5010.58%2023/11/8Blued首頁(yè)頂部Banner1Banner300,0001,500448,8042,6540.59%2023/11/9Blued首頁(yè)頂部Banner1Banner1,000,0005,0001,106,9587,2480.65%2023/11/10Blued首頁(yè)頂部Banner1Banner500,0002,500604,2503,8030.63%2023/11/11Blued首頁(yè)頂部Banner1Banner1,000,0005,0001,015,8795,9140.58%2023/11/13Blued首頁(yè)頂部Banner1Banner600,0003,000864,1295,2120.60%西尼&Blued-破圈花路項(xiàng)目-首頁(yè)原生2023/10/31BluedFeed1,000,00015,0001,031,15616,3741.59%2023/11/2BluedFeed500,0007,500903,09913,7771.53%2023/11/4BluedFeed500,0007,500561,8639,3071.66%2023/11/6BluedFeed400,0006,000442,2247,2741.64%2023/11/8BluedFeed200,0003,000289,1364,8701.68%2023/11/10BluedFeed200,0003,000419,3126,8531.63%2023/11/12BluedFeed200,0003,000273,1434,2711.56%社區(qū)聚焦Banner1投放分析：素材創(chuàng)意分析：1、基于前期趣味條漫預(yù)熱、官方話題運(yùn)營(yíng)硬廣資源位的話題引流，增加用戶(hù)對(duì)西尼品牌認(rèn)知和產(chǎn)品好感度。2、在同等條件下話題運(yùn)營(yíng)素材比產(chǎn)品素材點(diǎn)擊率高4%，反映出用戶(hù)對(duì)素材創(chuàng)意的喜好，在外鏈素材創(chuàng)意上貼合主題，有效提高用戶(hù)參與和購(gòu)買(mǎi)欲望；投放策略分析：1、從開(kāi)屏點(diǎn)位的點(diǎn)擊率數(shù)據(jù)分析【點(diǎn)擊率：3.69-5.63%】，經(jīng)過(guò)「蜜桃男子企劃」話題的打造以及官方話題運(yùn)營(yíng)硬廣位與用戶(hù)不斷的加入品牌話題。投放周期內(nèi)與雙十一期間結(jié)合，產(chǎn)品圖的點(diǎn)擊率明顯增長(zhǎng)，增加雙十一前后產(chǎn)品與話題的引導(dǎo)投放量級(jí)有助于雙十一的效果轉(zhuǎn)化；2、根據(jù)投放數(shù)據(jù)，雙十一期間，經(jīng)過(guò)站內(nèi)話題洗禮，首頁(yè)Banner1和首頁(yè)原生廣告點(diǎn)位更適合于投放產(chǎn)品，點(diǎn)擊率高10%；總結(jié)：開(kāi)機(jī)圖電商節(jié)期間用戶(hù)更關(guān)注于產(chǎn)品素材，除電商節(jié)外適合投放運(yùn)營(yíng)素材；Banner及原生信息流，Banner及原生信息流更適合投放產(chǎn)品素材；PinkPEACHMANBLUECITYXBLUECITYXXINIPinkPEACHMANXINIPinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.2023/10品牌亮相期蜜桃主題引爆期蜜桃主題引爆期洞察?戶(hù)愛(ài)秀?材的特性，結(jié)合蜜桃主題，?勵(lì)?戶(hù)秀出??的蜜臀，造成全站熱議?向病毒傳協(xié)助品牌社區(qū)內(nèi)?次傳播打造全站?向?碑。全程引領(lǐng)借勢(shì)「猴痘」熱點(diǎn)品牌溫情亮相消費(fèi)者群體微信公眾號(hào)?章傳播亮點(diǎn)借勢(shì)「猴痘」熱點(diǎn)品牌溫情亮相消費(fèi)者群體微信公眾號(hào)?章傳播亮點(diǎn)2023/10/30發(fā)布「1?時(shí)」內(nèi)破萬(wàn)閱讀與互動(dòng)2023/10/30PEACHMAN創(chuàng)意內(nèi)容產(chǎn)品軟性植?產(chǎn)品亮點(diǎn)趣味詳細(xì)植?完美結(jié)合熱點(diǎn)凸顯產(chǎn)品消殺細(xì)菌功能權(quán)威專(zhuān)家品牌背書(shū)微信公眾號(hào)?章傳播亮點(diǎn)微信公眾號(hào)?章傳播亮點(diǎn)2023/10/30平臺(tái)x品牌x主題聯(lián)名限定禮盒與群體??建?情感鏈接?章內(nèi)引流主題活動(dòng)專(zhuān)屬雙??電商?活動(dòng)主題電商??微信公眾號(hào)?章傳播亮點(diǎn)專(zhuān)家加?趣味條漫與賦能聯(lián)名禮盒，種草背書(shū)西尼產(chǎn)品?平臺(tái)x品牌x主題聯(lián)名限定禮盒深度與群體??建?情感聯(lián)動(dòng)禮盒內(nèi)貼?「病毒」防護(hù)?卡?拉進(jìn)消費(fèi)者情感PINKXIPINKXINIxBLUECITYPINKPEACHIMAN?章底部派送限定禮盒預(yù)熱雙端話題上線群體消費(fèi)者????好評(píng)PinkXINIBLUED&FINKA雙平臺(tái)同步上線洞察社交app男生曬蜜臀習(xí)慣「蜜桃男子養(yǎng)成企劃」主題打造結(jié)合產(chǎn)品功能優(yōu)勢(shì)進(jìn)行產(chǎn)品具象化營(yíng)銷(xiāo)高參與量話題內(nèi)容UGC滲透用戶(hù)KOL話題內(nèi)種草引領(lǐng)生活新方式Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.話題內(nèi)kol產(chǎn)品種草引領(lǐng)社區(qū)男?清潔新?活?式與?向雙平臺(tái)站內(nèi)打造蜜桃話題話題內(nèi)kol產(chǎn)品種草引領(lǐng)社區(qū)男?清潔新?活?式與?向雙平臺(tái)站內(nèi)打造蜜桃話題2023/11/12023/11/1FINKA話題BLUED話題話題內(nèi)FINKA話題BLUED話題話題內(nèi)KOL置頂產(chǎn)品種草以??喜歡的動(dòng)漫視覺(jué)催發(fā)站內(nèi)創(chuàng)作趨勢(shì)以??喜歡的動(dòng)漫視覺(jué)催發(fā)站內(nèi)創(chuàng)作趨勢(shì)強(qiáng)勢(shì)硬?資源全站主題化打造引爆品牌站內(nèi)雙11主題強(qiáng)勢(shì)硬?資源全站主題化打造引爆品牌站內(nèi)雙11主題BLUED開(kāi)屏??bannerFEED卡?發(fā)現(xiàn)?banner飼步縷合蟲(chóng)牌t黨譏:憲懸毅欺雙中一產(chǎn)蟲(chóng)爺斷聰割關(guān)化飼步縷合蟲(chóng)牌t黨譏:憲懸毅欺雙中一產(chǎn)蟲(chóng)爺斷聰割關(guān)化??bannerBLUED優(yōu)質(zhì)話題引流資源不斷觸達(dá)??參與品牌話題優(yōu)質(zhì)話題引流資源不斷觸達(dá)??參與品牌話題發(fā)現(xiàn)?banner關(guān)注?bannerFINKAFINKA主題結(jié)合產(chǎn)品優(yōu)勢(shì)，打造站內(nèi)主題，站內(nèi)KOL引領(lǐng)話題與帶動(dòng)社區(qū)內(nèi)品牌UGC內(nèi)容創(chuàng)作?尚，BLUEDBLUED用戶(hù)持續(xù)產(chǎn)出高質(zhì)量品牌UGCPinkPEACHMANPinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.Pinkgeneraltemplate.本次西尼利?BLUECITY的雙平臺(tái)（BLUECITY&FNKA),瞄準(zhǔn)垂直?質(zhì)量精準(zhǔn)男性群體??的整體投放曝光5千萬(wàn)以上，整體點(diǎn)擊率?達(dá)70w+萬(wàn)，投放表現(xiàn)超出預(yù)估KPI，結(jié)合特邀專(zhuān)家為產(chǎn)品與品牌進(jìn)?清潔、抗菌的功能背書(shū)，完成品牌與產(chǎn)品?影響同時(shí)拉進(jìn)??與消費(fèi)者品牌好感度的同時(shí)，成為?個(gè)具備公益與真正關(guān)注團(tuán)定離濃費(fèi)、多元前論興壽蝕鶯歸計(jì)領(lǐng)金網(wǎng)新的鍵驟寶活方式舅盤(pán)襟閑產(chǎn)蟲(chóng)的寶活場(chǎng)釁，縷合離頻適閑產(chǎn)蟲(chóng)的習(xí)慣歸寶活場(chǎng)釁輯鶯