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锁定大IP黄小厨 TCL白家电示范整合营销
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Topic: 锁定大IP黄小厨 TCL白家电示范整合营销 (Read 194 times)
HrodgariOger
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锁定大IP黄小厨 TCL白家电示范整合营销
July 05, 2017, 04:07:27 PM
#1
原标题:锁定大IP黄小厨 TCL白家电示范整合营销
仅用价格战来吸引消费者早已成为家电业的过气“老黄历”,在人均GDP不断增长、消费结构日渐升级的当下,“不差钱”的都市人更青睐那些更高品质、更具创新科技力的家电品牌,如何更好地触达目标消费群体,让品牌理念深入人心?这个五月,TCL空调冰箱洗衣机联手大IP《黄小厨的春夏秋冬》,巧妙借势黄小厨的爱妻人设,打出“爱妻行动派”主题,通过多维社交互动,将TCL空调冰箱洗衣机“真好生活缔造者”的品牌形象完整传递,成为家电业整合营销的范例。
激活社交媒体 品牌输出强势霸屏
提起当下最火热的网综,《黄小厨的春夏秋冬》是不能错过的一档,黄小厨亲自口播加上他“自带话题流量”的体质,创下了前两季5.5亿的播放量,让黄小厨成为时下人气大IP。今年,作为《黄小厨的春夏秋冬》的独家冠名商,TCL冰箱洗衣机可谓拿到了一手好牌,如何成功借势完成品牌输出?
从品牌定位来看,TCL空调冰箱洗衣机的目标群体是热爱生活、追求品质生活的都市人士,这些人同样也非常懂得生活之道,拥有和谐的家庭关系,这正与黄小厨的形象非常吻合——即是爱妻达人,也是品质拥趸,TCL空调冰箱洗衣机的目标群体和黄小厨正是同样一群人。由此,“爱妻行动派”水到渠成,以黄小厨为“样板”,让爱妻不仅仅是口号,更是行动,将消费者、黄小厨和TCL空调冰箱洗衣机的目标群体巧妙地连接在一起。
多样化的媒体平台已成为营销的重要阵地,TCL空调冰箱洗衣机深谙这一点,在这个大主题下,特邀情感作家、美食大咖和育儿达人深度合作,在微博、微信及其他自媒体平台发布一系列品牌态度海报和多角度解析文章,从不同角度深入生活细节讲出不同故事,将产品技术优势融入文章之中,强化品牌形象。数据显示,品牌态度海报和解析文章全面激活社交媒体,一方面传递“真好的品质生活”的品牌主张,形成强势霸屏,一方面拉近与消费者的情感距离,强化产品核心利益点,对线下销售发挥一定的销售推动,一举三得。
打通平台矩阵 跨界营销风生水起
在营销成本不断提升、消费者注意力被多样化渠道所侵占的今天,品牌单兵作战不再具有明显优势,跨界合作更有助于品牌从市场破局,发挥品牌协同效应,家电领域也如此。在这次的“爱妻行动派”营销活动中,TCL空调冰箱洗衣机也牵手三个合作伙伴——首汽约车、回家吃饭APP和泰康在线开启跨界合作。
可以看到,TCL空调冰箱洗衣机所选择的三个品牌也颇费心意,三个品牌均涉及到当代都市人群生活中不可缺少的饮食与交通问题,既与TCL空调冰箱洗衣机面对相同的用户群体,同时也具有出色的口碑和较好的品牌形象,通过与品牌之间的合作,打通不同维度的平台矩阵,借势跨界营销,让品牌价值得以不断放大。
一切的营销方式都建立在产品之上,没有产品为根基,任何品牌营销都只是表面功夫。最近几年,TCL冰箱洗衣机相继推出了免污式波轮洗衣机、免污式滚筒洗衣机、免污式桶中桶洗衣机和一体变频风冷冰箱等行业创新新品,将追求生活品质的提升做到了极致。
在空调领域,无论是TCL专业厨房空调还是TCL音乐空调,也为消费市场带来了极大的惊喜,伴随着一系列整合营销的逐渐深入,TCL空调冰箱洗衣机将成为更多都市人的家电首选品牌。
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锁定大IP黄小厨 TCL白家电示范整合营销
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