【案例】2023年十大营销案例
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/th9K8XFRsnQ1H0ML4XsMtEVyuqaEs6WxgFF61WTbscXOh9lrBV35OaBkfqn7x6f7naDg4R1Yz6UFfd5qibib4Pqg/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">瑞幸×茅台 联名营销</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：瑞幸、茅台</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：瑞幸、茅台in-house团队</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/H382hfljicOJ3yKsbXUqLlWNjOKOVKLCZLWZX6DrbhMuyTsqjTBCmdQUzH9ynibfaetducZBsOvjkkfYYeVvEFKQ/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">9月，瑞幸携手茅台推出酱香拿铁，据瑞幸官方<span style="color: black;">叫作</span>，该单品销量刷新了单品纪录。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">茅台的<span style="color: black;">百姓</span>度和稀缺性加上瑞幸的<span style="color: black;">青年</span>化让酱香拿铁成功打入<span style="color: black;">青年</span>人的“社交圈”，双方<span style="color: black;">经过</span>这波<span style="color: black;">百姓</span>级破圈联名，完<span style="color: black;">成为了</span>两个圈层的交互，将各自<span style="color: black;">目的</span>消费人群聚集在<span style="color: black;">一块</span>，实现了相互吸引和转化，并达<span style="color: black;">成为了</span><span style="color: black;">加强</span>知名度、打开<span style="color: black;">青年</span>市场的目的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">喜茶×FENDI 联名营销</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：喜茶、FENDI</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：喜茶、FENDI in-house团队</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/29eTOHmjsJ9VZCyr5YPWLVM8ZlM7icjghw2Uco2Oox7F9FiboWjibHrDRYWkj9xSGqibz6217T5NBcU5HB31jibzeTg/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">5月，喜茶官宣与奢侈品FENDI联名合作，为<span style="color: black;">大众</span>展现了一种全新的联名<span style="color: black;">规律</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">刷屏<span style="color: black;">伴侣</span>圈、登上<span style="color: black;">博客</span>高位热搜，两者的合作<span style="color: black;">能够</span>说是2023的年度首个爆款联名案例。从喜茶的视角看，凸显了茶饮头部品牌的质感和高级调性，达成品牌形象塑造的<span style="color: black;">功效</span>。从FENDI的视角看，与喜茶联名则能更好连接<span style="color: black;">青年</span>消费群体。更重要的是，两者的合作让消费者以较低的价格<span style="color: black;">容易</span><span style="color: black;">得到</span>带有奢侈品牌元素的<span style="color: black;">制品</span>，形<span style="color: black;">成为了</span>和以往完全<span style="color: black;">区别</span>的消费体验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">夺回“安慕希大楼”</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：安慕希</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：<strong style="color: blue;"><span style="color: black;">众拓</span></strong></span></strong></span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/29eTOHmjsJibkRSzA0gDFmw8U2PK5ibtdYsrVIOq9ZouiabwWbVtx2FnW7WsX9dXTCwlr7xdZV3sJ8C5KxD3YnoYg/640?wx_fmt=png&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/29eTOHmjsJibkRSzA0gDFmw8U2PK5ibtdY7bCopiaFvRxN2R6evTkBe92ic8iaZuW10piabicNK8vBqOP8MCKbHull2Yg/640?wx_fmt=png&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/29eTOHmjsJibkRSzA0gDFmw8U2PK5ibtdY0m4waibGzmaPARhWlX2oAEicLTYuu5y3IaFCOB6eBhJD5q8JrNaKl9OQ/640?wx_fmt=png&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/29eTOHmjsJibkRSzA0gDFmw8U2PK5ibtdYdg8LOTea6j1SiaT1q1icGZSR8kgJ5JsGbyTyltcPic0pPuiaryrtabTvTQ/640?wx_fmt=png&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（滑动查看<span style="color: black;">更加多</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">上海有一栋大楼长得很像安慕希，在小红书<span style="color: black;">诱发</span><span style="color: black;">热榜</span>，安慕希闻着热点追去顺势在底下跟贴说“是的，那这一次我要夺回属于我的大楼”。当时以为只是一句霸气<span style="color: black;">回复</span>，没想到后续安慕希真的来夺回了“安慕希大楼”——在大楼屏幕播放整整<span style="color: black;">1星期</span> “安慕希灯光秀”和拿下后的摆摊计划，<span style="color: black;">诱发</span>网友们帮安慕希<span style="color: black;">一块</span>为 “夺回大楼” 出谋划策。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">如今在人人爱冲浪的互联网氛围里，品牌对信息的敏锐度和对受众<span style="color: black;">心情</span>的<span style="color: black;">捉捕</span>准确性<span style="color: black;">显出</span>尤为重要。安慕希<span style="color: black;">第1</span>时间<span style="color: black;">发掘</span><span style="color: black;">自己</span><span style="color: black;">关联</span>的<span style="color: black;">专题</span>，并参与其中，官方下场带节奏，很容易<span style="color: black;">诱发</span>自来水传播。不仅将很偶然的<span style="color: black;">专题</span>变<span style="color: black;">成为了</span>营销的一环，还来了波连续剧，很会玩。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">04.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">山东淄博借势营销</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：淄博文旅局</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：淄博文旅局</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/29eTOHmjsJibkRSzA0gDFmw8U2PK5ibtdYC0ic4mr5G66n7tCFxcMNIAs2ibjoqgcPcCRUr0ow4mnYzicqOKoUYyH1w/640?wx_fmt=png&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">淄博烧烤因实惠美味，吃法又比较<span style="color: black;">尤其</span>，<span style="color: black;">作为</span>了超火的旅游打卡美食。随着淄博烧烤的火热，淄博这座城市的热度<span style="color: black;">亦</span>直线飙升，淄博政府和文旅局的借势宣传则立刻跟上了脚步。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">官方从<span style="color: black;">专题</span>的宣传到人文服务体验以及借势和反应的速度都做得相当亮眼。先以各个局长亲自服务为宣传亮点，推动了一次次带有<span style="color: black;">资讯</span>性质的事件营销，<span style="color: black;">持续</span>助长淄博烧烤的<span style="color: black;">专题</span>热度。并基于<span style="color: black;">专题</span>热度，<span style="color: black;">持续</span>优化城市形象和旅游体验，例如在城内专门开通了21条烧烤定制公交专线，推出可半价入住的青年驿站等等，<span style="color: black;">经过</span>抓住<span style="color: black;">每一个</span>服务细节，沉淀城市口碑。<span style="color: black;">能够</span>说，山东淄博借着烧烤的流量之势，打赢了一场城市形象的宣传战役。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">05.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">小红书<span style="color: black;">大众</span>时装周</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：小红书</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：小team</span></strong></span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/29eTOHmjsJibkRSzA0gDFmw8U2PK5ibtdY8HvYYjLJyrWKsMNjRgIhiaSpx9QRdAzZxaKKLH13CaFTfyQhUdGwNYg/640?wx_fmt=jpeg&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/29eTOHmjsJibkRSzA0gDFmw8U2PK5ibtdYwkicI7Y0MSIlwkXoEaI3icVg3vIaDNXKTm83dicPXQ2jOC9kyOBiaBq87Q/640?wx_fmt=jpeg&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（滑动查看<span style="color: black;">更加多</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">小红书的「<span style="color: black;">大众</span>时装周」<span style="color: black;">经过</span>把T台从秀场搬进小区弄堂，邀请素人和明星<span style="color: black;">一块</span>走秀，打破了<span style="color: black;">大众</span>对时装周高高在上，昂贵华服的惯有认知，展示出对时尚更为生活化的理解。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">小红书<span style="color: black;">精细</span>洞察到平台<span style="color: black;">剧烈</span>的时尚属性，且<span style="color: black;">经过</span>「<span style="color: black;">大众</span>时装周」这一人人都能参与的时尚活动，以一种平易近人的沟通方式传递“时尚<span style="color: black;">能够</span>很<span style="color: black;">平常</span>”的观念，<span style="color: black;">期盼</span>每一个普通人群都<span style="color: black;">能够</span>将生活当作秀场，展现出了友好的社区氛围，从而与用户构建起更深刻的关系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">06.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">天猫改造核酸亭</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：天猫</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：KARMA</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">在杭州政府的支持下，天猫将拍摄片场花材二次利用，运用5种<span style="color: black;">区别</span>颜色的花束将「核酸亭」改造为「鲜花亭」，向<span style="color: black;">公众</span>派送春天。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">花海释出的蓬勃生机预示着一股向上的力量，传递出积极向前看的鼓舞<span style="color: black;">心情</span>，<span style="color: black;">亦</span>对过去3年来的疫情<span style="color: black;">奋斗</span>和<span style="color: black;">保持</span>，做出了温暖告别。天猫<span style="color: black;">经过</span>一场兼具审美和治愈感的创意事件，释出了春天来临的信号，<span style="color: black;">亦</span>向消费者传递了一切皆好的美好祝福，极具品牌温度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">07.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">天猫好运提取处</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：天猫</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：MOOWU磨物</span></strong></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（滑动查看<span style="color: black;">更加多</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">4月24日——5月23日<span style="color: black;">时期</span>，天猫把萧山机场T3到达处的行李提取处改<span style="color: black;">成为了</span>“天猫好运提取处”，<span style="color: black;">导致</span>了众多乘客关注。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">天猫洞察到疫情后人们对正常运转的生活的<span style="color: black;">期盼</span>，把“转运”一词和传送带联系起来，一方面，<span style="color: black;">暗示</span>行李正在运转，另一方面，<span style="color: black;">亦</span><span style="color: black;">表率</span>着对<span style="color: black;">将来</span>生活更好的寓意，一语双关。<span style="color: black;">另外</span>，行李被认领的那一刻<span style="color: black;">亦</span>被制造出一种治愈的转运仪式感，让人们在等待行李的过程<span style="color: black;">亦</span>不无聊了。基于人们<span style="color: black;">针对</span>好运的期待和对生活的美好畅想，天猫<span style="color: black;">经过</span>创新的传播媒介载体，让有温度的品牌印象更加深入人心。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">08.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">至本谐音梗<span style="color: black;">轻轨</span><span style="color: black;">宣传</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：至本</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：至本in-house团队</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">号<span style="color: black;">叫作</span>“不做营销”“不投软广”的至本在<span style="color: black;">轻轨</span>站投放了<span style="color: black;">宣传</span>。其中，卸妆膏的<span style="color: black;">宣传</span>文案<span style="color: black;">非常</span>引人注目。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">文案“真的，会卸”玩转了谐音梗“真的会谢”，让路人看到会心一笑的<span style="color: black;">同期</span><span style="color: black;">亦</span>放大了卸妆膏<span style="color: black;">制品</span>的特性，让<span style="color: black;">大众</span>一秒get到<span style="color: black;">制品</span><span style="color: black;">优良</span>。<span style="color: black;">另外</span>，简单的4字文案还加粗、放大了字号，占据了视觉中心，尽管在人流量巨大的<span style="color: black;">轻轨</span>站，<span style="color: black;">亦</span>很难不让人<span style="color: black;">重视</span>到。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">09.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">薄命</span>甜心</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：but lab</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：but lab</span></strong></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（滑动查看<span style="color: black;">更加多</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">为了宣传咖啡市集，创意青年文化品牌but lab出街了一组“<span style="color: black;">薄命</span>甜心”的主题海报，其中的文案<span style="color: black;">导致</span>了众多打工人的共鸣。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">but lab将咖啡味道的“苦”与打工人“苦逼”时刻相结合，并<span style="color: black;">经过</span>场景、心情、职场单品等<span style="color: black;">区别</span>层面切入，将打工人的难处具象化，一方面展现了对打工人<span style="color: black;">各样</span>苦楚的理解和安慰，另一方面<span style="color: black;">亦</span>展现出被<span style="color: black;">叫作</span>为“甜心”的<span style="color: black;">女子</span>们遇到困难积极应对，对<span style="color: black;">将来</span>充满期盼的正向精神，从而鼓励<span style="color: black;">大众</span>勇往直前，是共情力极强的平面作品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">10.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1982年雪碧</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：雪碧</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：WPP 旗下 Open X 奥美上海团队</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">雪碧推出了一款限量的“致敬1982限定柠檬味汽水”，让“来瓶82年的雪碧”这个老梗<span style="color: black;">成为了</span>真。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">雪碧官方下场<span style="color: black;">协同</span>网友玩梗，<span style="color: black;">能够</span>说是品牌<span style="color: black;">长时间</span>洞察<span style="color: black;">青年</span>人<span style="color: black;">平常</span>社交表现的表现，其<span style="color: black;">经过</span>“<span style="color: black;">制品</span>即媒介”的思路，以一瓶高定版本的雪碧让<span style="color: black;">制品</span><span style="color: black;">作为</span>自带传播力的社交货币，<span style="color: black;">同期</span><span style="color: black;">亦</span>展现了敢试敢玩的<span style="color: black;">青年</span>形象，为新生代消费者带来了十足<span style="color: black;">鲜嫩</span>感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">11.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">像哥<span style="color: black;">同样</span>享受春天</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：美团</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：PAWPAW 木瓜创意</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">《狂飙》中，黑社会大哥徐江（贾冰饰演）一句 “什么档次，跟我用得<span style="color: black;">同样</span>？”<span style="color: black;">作为</span>了被广泛传播的热梗，美团趁热打铁，借势邀请贾冰拍<span style="color: black;">宣传</span>片，在<span style="color: black;">宣传</span>片中让梗得到了<span style="color: black;">回复</span>“让所有人像大哥<span style="color: black;">同样</span>享受春天”，在趣味性中强化了美团订酒店更便宜的用户心智。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;"><span style="color: black;">通常</span>邀请明星拍<span style="color: black;">制品</span><span style="color: black;">宣传</span>，都很生硬的展示<span style="color: black;">运用</span><span style="color: black;">制品</span>的画面，这支<span style="color: black;">宣传</span>片里，<span style="color: black;">运用</span><span style="color: black;">制品</span>的人不是明星，而是<span style="color: black;">宣传</span>之外的美团用户，<span style="color: black;">导致</span>一种反差效果。<span style="color: black;">况且</span>贾冰在《狂飙》里大哥的形象和梗，这支<span style="color: black;">宣传</span>片<span style="color: black;">无</span>直接复用，而是二创，给足了受众<span style="color: black;">鲜嫩</span>感。让<span style="color: black;">宣传</span>片喜剧效果拉满，形成良好的传播效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">12.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">京东直播讨伐李佳琦</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：京东</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：<strong style="color: blue;"><span style="color: black;">京东</span></strong>in-house团队</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">10月24日，京东采销喊话李佳琦，<span style="color: black;">叫作</span>因某款海氏烤箱的京东价<span style="color: black;">小于</span>李佳琦直播价，收到品牌律师函。随着三方<span style="color: black;">持续</span>扯头花，京东采销<span style="color: black;">亦</span>把战争从<span style="color: black;">外边</span>喊话落实到内部对价李佳琦。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">在双十一这个电商大促节点，每一方都有自己的利益要争取，京东<span style="color: black;">亦</span>在事件热度较高的<span style="color: black;">敏锐</span>时期快速出手，<span style="color: black;">不但</span>在直播间里打起“11.11真便宜，价低李佳琦直播间”的口号，并在直播间还抽送眉笔，既打出了消费者最关心的「最低价」，为消费者谋福利，更联系“李佳琦”“眉笔”等热度词汇阴阳了对方一把，<span style="color: black;">得到</span>了民心和强关注度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">13.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">小票变身份标，麦门信徒“参会”</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：麦当劳</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：罗德公关</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">随着“麦门”爆火，麦门信徒（麦当劳粉丝）对麦当劳的热爱<span style="color: black;">亦</span>愈演愈烈，<span style="color: black;">乃至</span>还有把小票变成身份标签贴在胸前，并配文：出席金拱门（中国）有限<span style="color: black;">机构</span>组织的活动。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">在麦门网友的自发组织下，这个非正式“峰会”吸引了越来越多的麦门信徒参与，随之<span style="color: black;">亦</span><span style="color: black;">导致</span>了官方<span style="color: black;">重视</span>。而麦当劳官方<span style="color: black;">亦</span>顺势承接了这波流量，和网友玩在<span style="color: black;">一块</span>的<span style="color: black;">同期</span><span style="color: black;">连续</span>点燃了<span style="color: black;">大众</span>的表达欲。许多网友借此机会向麦当劳提出了<span style="color: black;">制品</span>、配送等<span style="color: black;">关联</span><span style="color: black;">意见</span>，一方面紧贴了此次的“参会”主题，既拉近了与消费者之间的距离，助力了传播声量。另一方面，<span style="color: black;">亦</span>展现出麦当劳大方的品牌姿态，<span style="color: black;">经过</span><span style="color: black;">奋斗</span>、谦虚倾听消费者的声音，更好地<span style="color: black;">提高</span>服务体验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">14.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">ubras小粉标</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：ubras</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：群玉山</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">在品牌七周年之际，ubras为内衣<span style="color: black;">制品</span>定制了特殊的衣标——小粉标，以提醒消费者注重乳腺健康。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">ubras<span style="color: black;">经过</span>一枚「小粉标」，开启了<span style="color: black;">详细</span>的公益实践——让<span style="color: black;">更加多</span>女性<span style="color: black;">认识</span>自己的乳房，<span style="color: black;">同期</span><span style="color: black;">亦</span>对乳腺健康越来越关注。在女性营销集中爆发的当下，ubras<span style="color: black;">无</span>空喊口号，而是以微小却<span style="color: black;">详细</span>的改变，用实质的关怀对女性群体给予<span style="color: black;">回复</span>，这一小小改变不仅是品牌社会责任感的<span style="color: black;">表现</span>，<span style="color: black;">亦</span>是强化用户与品牌情感联系的方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">15.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">别克指甲剪</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：别克</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：别克in-house团队</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">继去年推出新logo被网友吐槽像指甲剪后，别克今年走上了自黑之路，推出一款以<span style="color: black;">自己</span>logo为原型的指甲剪。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">别克对网友的调侃进行正向理解，借此发挥玩<span style="color: black;">成为了</span>自己的东西，并顺势推出全新TVC，传递了指甲剪<span style="color: black;">背面</span>“为所有做大事的手，打个厉害的下手”的理念。别克将槽点化为卖点，将“<span style="color: black;">危险</span>”化为转机，不仅用“自黑”的方式<span style="color: black;">容易</span>接住网络调侃，更让指甲钳梗直接升级，塑造出敢做敢玩的品牌形象之余，<span style="color: black;">亦</span>拓宽了<span style="color: black;">大众</span>对品牌的接受度和<span style="color: black;">包涵</span>度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">16.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">洁柔公关感谢信</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：洁柔</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：<strong style="color: blue;"><span style="color: black;">洁柔</span></strong>in-house团队</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">9月17日，洁柔在抖音直播间设置价格失误，将原价56.9元1箱的纸巾误设置成10元6箱，<span style="color: black;">诱发</span><span style="color: black;">海量</span>用户“薅羊毛”，洁柔损失金额超千万元。事发后，洁柔忍痛承诺：所有订单，将正常发货。而面对取消“薅羊毛”订单的顾客，洁柔发了一封感谢信，并邀请其<span style="color: black;">作为</span>“荣誉洁柔人”，并给到顾客及其家人很实在的福利。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">这次“薅羊毛”事件<span style="color: black;">诱发</span>了<span style="color: black;">海量</span>关注，洁柔的超强公关直接将“薅羊毛事故”转变<span style="color: black;">成为了</span>一次事件营销，品牌好感度直接拉满。<span style="color: black;">尤其</span>是发布了感谢信后，洁柔<span style="color: black;">关联</span><span style="color: black;">专题</span>再次冲上了热搜榜一，网友纷纷留言大赞洁柔格局大。从公关层面看，是品牌和消费者的一场双向奔赴，消费者的善意换来了更大的善意，反映了国货品牌的良心与使命，真正为<span style="color: black;">百姓</span><span style="color: black;">供给</span>好的<span style="color: black;">制品</span>和服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">17.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">盒马帝王蟹警告</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：盒马</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：<strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">盒马</span></strong></span></strong>in-house团队</span></strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（滑动查看<span style="color: black;">更加多</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">事情起因是网友在盒马拍摄了一段“帝王蟹把它的龙虾同事给吃了”的视频在抖音火了，于是，盒马紧急出了个<span style="color: black;">控制</span>“恐慌”的警告！如：“<span style="color: black;">导致</span>其他同事<span style="color: black;">广泛</span>性恐慌”“此帝王蟹曾吃掉路过的无辜章鱼，现已被单独圈养”“<span style="color: black;">不小心</span>误食另一只帝王蟹”等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;"><span style="color: black;">针对</span>盒马超强的网感，咱<span style="color: black;">亦</span>不是<span style="color: black;">第1</span>次领悟了！盒马此次<span style="color: black;">第1</span>时间<span style="color: black;">发掘</span>了热点，在网络段子发酵期，乘势顽梗，文案赋予帝王蟹打工人的身份，如“上班吃同事的家伙，被抓了”，不经意就点燃了广大消费者的<span style="color: black;">心情</span>，文案俏皮有趣又生动。以喜闻乐见的形式接住网络流量，并推出帝王蟹的优惠减价活动，引流门店，带动转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">18.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">在<span style="color: black;">一块</span>，才是中国汽车</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：比亚迪</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：比亚迪in-house团队</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span></strong><span style="color: black;"><span style="color: black;">今年8月，比亚迪第500万辆新能源汽车下线。<span style="color: black;">做为</span><span style="color: black;">全世界</span><span style="color: black;">第1</span>家达到该成就的车企，比亚迪将这份里程碑式的荣光延伸，变成中国汽车发展脉络的一环，发布短片《在<span style="color: black;">一块</span>，才是中国汽车》。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">大部分车企拍<span style="color: black;">宣传</span>大都是站在<span style="color: black;">自己</span><span style="color: black;">方向</span>，讲自己的<span style="color: black;">制品</span>好、功能多、空间大等，比亚迪这次站在<span style="color: black;">全部</span>中国汽车历史的视角，讲述了中国汽车70年的发展史，肯定了各大友商品牌如东风、长安、上汽、广汽等的发展足迹，<span style="color: black;">亦</span>表达了对小鹏、蔚来、理想等国产汽车新秀崛起的欣慰之情。此乃中国汽车品牌的格局。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">19.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美团外卖卖房</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：美团外卖</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：TICO 微观宇宙</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;">5月正值榴莲季，美团外卖将榴莲比喻成房子，推出一个房产中心的概念，巧妙地将美团卖榴莲的信息传播开来。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">将美团外卖卖榴莲和榴莲房数结合，想出美团外卖卖房了这个创意，<span style="color: black;">非常</span>灵性有趣。<span style="color: black;">针对</span>全人群有噱头有吸引力，<span style="color: black;">针对</span>榴莲<span style="color: black;">兴趣</span>者则有更加丰富的感受层次，一个幽默，一个默契。有了这个big idea，后面执行、文案、设计、传播等都水到渠成，这<span style="color: black;">便是</span>创意开花的样子吧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">20.</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“黑袋空间”户外展</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 品牌 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：七度空间</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 创意代理商 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：天与空</span></strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（滑动查看<span style="color: black;">更加多</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 案例简介 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong><span style="color: black;"><span style="color: black;">女性</span>节之际，七度空间发起「黑袋空间」<span style="color: black;">尤其</span>企划。在户外展览中，七度空间将牙膏、牙杯雾等<span style="color: black;">平常</span>生活单品用黑色垃圾袋材质包裹着，并撕破了一道口子，以此告诉<span style="color: black;">大众</span>卫生巾只是普通日用品，无需特意用黑色袋子掩盖，从而消除人们对“<span style="color: black;">大姨妈</span>羞耻”的顾虑。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 入选理由 </span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">购买卫生巾时，不论是商家还是消费者总会将其放到黑色袋子里，仿佛在做一件“偷偷摸摸”的事情。基于这<span style="color: black;">一辈子</span>活细节，七度空间以一种富有冲击力的创意方式给出了新解法，其<span style="color: black;">经过</span>撕开被黑袋包裹的一件件巨型日用品，告诉<span style="color: black;">大众</span>卫生巾只是普通的日用品，鼓励<span style="color: black;">大众</span>正视<span style="color: black;">大姨妈</span>这<span style="color: black;">一辈子</span>理现象。七度空间以豁达无畏的品牌姿态表达了心理和<span style="color: black;">行径</span>上的“黑袋”突破，从而让品牌营销更具社会<span style="color: black;">专题</span>性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
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