谈谈这些重新定义“英雄”的宣传营销
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">“英雄”</span></strong><span style="color: black;">这个词本来是个“宏大”的概念，<span style="color: black;">倘若</span>不是有感而发，一<span style="color: black;">不留心</span>可能就写<span style="color: black;">成为了</span>假大空的精神鸡汤，这次头条君能有勇气提起这个概念，<span style="color: black;">重点</span>是看了支付宝联合武汉市人民政府发布的这支<span style="color: black;">宣传</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">96 年的德华楼，传了三代</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">撑过战火，熬过疫情</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">迄今</span>仍是汉口老字号的门面</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">15 年的老店，即便<span style="color: black;">没法</span>堂食</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>要用油焖大虾的锅气</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">保卫</span>武汉的夏天</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">6 年前迁到武汉的便利店</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">用无数的今天</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">守住了武汉人最难的一个新年</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">开业 8 天，武汉封城</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">撑了三个月</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">最终</span>等到重新<span style="color: black;">起始</span>的那天</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">每一个</span><span style="color: black;">保卫</span>自己生活的人</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">都是英雄 </span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">显而易见，视频的主题是武汉，其中德华楼、巴厘龙虾、Today便利店、刚开业几天的面包房，这些武汉过去几个<span style="color: black;">大姨妈</span>历的见证者，用自己的故事对「英雄」这个词做出了新的释义：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">——<span style="color: black;">每一个</span><span style="color: black;">保卫</span>自己生活的人，都是英雄。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>观众，头条君看完视频的最大感受是：这是一个平凡而神奇的故事。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">平凡在于：</span></strong><span style="color: black;">这又是万千跟疫情<span style="color: black;">关联</span>的片段之一，纪实、暖心、且正能量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">神奇在于：</span></strong><span style="color: black;">这次支付宝重新定义「英雄」的含义，非但<span style="color: black;">无</span>让人感觉强行走心，<span style="color: black;">况且</span>看完感觉有被鼓励到，当然，这个对比，<span style="color: black;">重点</span>是<span style="color: black;">创立</span>在<span style="color: black;">大众</span>对「英雄」这个词一向的刻板印象上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电影《大圣归来》在片头讲过：这是一个<span style="color: black;">必须</span>英雄的时代；</span><span style="color: black;">钟南山院士在疫情<span style="color: black;">时期</span>说过：武汉是一个英雄的城市。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而这支<span style="color: black;">宣传</span>似乎让<span style="color: black;">大众</span>得以<span style="color: black;">详细</span>地思考：<span style="color: black;">咱们</span>这个时代<span style="color: black;">必须</span>的，<span style="color: black;">到底</span>是什么样的英雄。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 01. </span></strong></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;">洞察：<span style="color: black;">咱们</span>这个时代更<span style="color: black;">必须</span>的，</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;">是一种“平民英雄”</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网社会下，<span style="color: black;">每一个</span>人听到的故事太多，触碰的观点太丰富，接触的价值观太多元，品牌想要借助一个故事打动人心，那就要清楚：<strong style="color: blue;">故事只是一个外壳，真正的内核是某种时代精神，抓住时代精神<span style="color: black;">才可</span>戳中<span style="color: black;">公众</span>审美。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">直观来讲，就像古典武侠是一代人青春的见证，金庸<span style="color: black;">便是</span><span style="color: black;">她们</span>的英雄；iG的冠军是另一代人青春的见证，iG<span style="color: black;">一样</span><span style="color: black;">亦</span>是<span style="color: black;">她们</span>的英雄。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而支付宝这支<span style="color: black;">宣传</span>之<span style="color: black;">因此</span>打动人心，最重要的<span style="color: black;">便是</span>，在当下的环境背景下，找到了对「英雄」一词的新洞察。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicFkVdlKGPCxL5wibhebATicbaf47MI94qU5zqmnFhkJLiavR8RrLPe6Zwg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">就像“世界上本<span style="color: black;">无</span>路，走的人多了自然就<span style="color: black;">成为了</span>路”，同理，“世界上本无英雄，总是<span style="color: black;">哪些</span>挺身而出的人定义了「英雄」”。<span style="color: black;">尤其</span>是这次疫情，<span style="color: black;">显现</span>了<span style="color: black;">非常多</span>让人感动的事例。而支付宝这支<span style="color: black;">宣传</span>，<span style="color: black;">更加是</span>贴近「武汉」这个<span style="color: black;">专题</span>中心，用真实的经历告诉<span style="color: black;">大众</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这不是英雄寥寥的时代，现代英雄的定义<span style="color: black;">能够</span>更广泛。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正如文案<span style="color: black;">说到</span>的：“96 年的德华楼、15 年的老店、6 年前迁到武汉的便利店、开业 8 天的面包房”，定义时间的前缀有所区别，<span style="color: black;">然则</span>在武汉封城的这几个月，<span style="color: black;">她们</span>都在用自己的力量支撑着武汉，<span style="color: black;">亦</span>支撑着自己。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种力量<span style="color: black;">能够</span>是：汉口老字号的门面；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicm0zbMGaftRibqoorSlff6WQceY4ibsgm9d1eoicvkfgibgaYX04jDWEicIA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;"><span style="color: black;">亦</span><span style="color: black;">能够</span>是：油焖大虾的锅气；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicDMPeDqjgibM7rY97vLFZicBiabzAz2c8YautjIRhqLVMmhiadOibUtTprcw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">或者是：便利店的坚守和面包房的等待；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicCutVNuPZ9flicG6fO7oQibBc1EeVDmBa5ibibfp4ewcKviagRictYyIqEhGw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicJOg2r4GiaUQibM33Cs0xYj2HtRSxtzGicZacbZdwUBDKnMgMY0s0wx2Jw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">但归根到底，<strong style="color: blue;"><span style="color: black;">背面</span>都是一个个真实又勇敢的人，都是跟<span style="color: black;">咱们</span><span style="color: black;">同样</span>在生活的激流里连滚带爬的普通人</strong>，<span style="color: black;">然则</span><span style="color: black;">便是</span><span style="color: black;">她们</span>让<span style="color: black;">大众</span>看到了一种社会背景下<span style="color: black;">保卫</span>生活的勇气，至此，这支<span style="color: black;">宣传</span>才是真正地戳到了<span style="color: black;">大众</span>心里。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">值得一提的是，这次支付宝除了发布<span style="color: black;">宣传</span>视频，还联合武汉自<span style="color: black;">媒介</span>HANS汉声，创作了 13 张海报。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGickmWgcBTF2hXqcY0kKtu6dJTf2kAqWj7TYqOzIKzPRfOEseV1ialZH4A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGiccH02TjpVZFmjbIOLg7exVy8ydCqt9xKiaOVG2mpeLyfgtnCcLMBSqzg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGic3icSQH6HXI0HAaliaOugO9Wsn1qpOtaicZj70j1wcUpgyrV2x7OshT1hA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGic9rLZqKgaqWX3ha1EU2dFp2C9YbLIRbpjOat5WlKZ3skeuhiac1ovDibQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicPT4pic3jxYYASTNHCywCgk0GCKTibAFjchdsQtUCyAIXNRBNq3IEWUoQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicco7ozSnOsIhX6tc5N6cap1Qf7ibVyW8aPG8GictBsZO1YIfh08b1ribvQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGic7wRAVgaFLuibgcibRDwwmxPRkqmMeSzmsHZaSuDRYFpqV0NR2RRMkiaww/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGiciapKp6TCsFGWj47Qf2TmoiaibIDayciaDH8UzW4n5a2TcAp0ntZiazic22SQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGic1ibzINkepLH5Rj7SYbVWUGHZNT3suiaPW6JIeBmDZntWjCwmP5bKjOpA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicYlicEQ49SBgawa3GUPCl1YPAHnicsVaQRgL8Oo6bPwc9a0twSdQRxZOg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicwNAWkhmPSNlic6ldGV8GtgpCJlxtljghgoF4Yd9IeSpwkBstkr4RNeQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicNj5iaQZ3CJfgHPdvDibWiapYKmE5icrYsjVrIxic74UqfmR5wktljyata3g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGic9YRlbExibeFiamwCPJ5npYLicf4Kt5AfWlLLYPusHvk0fctKpm7NA01bQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><< 滑动查看下一张<span style="color: black;">照片</span> >></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就像前一段时间很受<span style="color: black;">公众</span>认可的一句话：<span style="color: black;">无</span>从天而降的英雄，<span style="color: black;">仅有</span>挺身而出的凡人。支付宝这次<span style="color: black;">亦</span><span style="color: black;">一样</span>传达了这种<span style="color: black;">寓意</span>，<strong style="color: blue;"><span style="color: black;">每一个</span>时代都会有属于它的英雄，但其中必将<span style="color: black;">包括</span>负重前行的普通人。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实说起<span style="color: black;">宣传</span>营销中对「英雄」概念的洞察，除了支付宝，头条君还自然地想到了去年中国银联“凡付出者皆是英雄”的案例。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当时中国银联<span style="color: black;">经过</span>甄选出36个<span style="color: black;">表率</span>性行业，创作了36个付出者英雄图腾，记录大时代<span style="color: black;">背面</span><span style="color: black;">每一个</span>有责任、敢担当的付出者。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">英雄本是寻<span style="color: black;">一般人</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">凡付出者皆英雄</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">你向上，则中国向上</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">你有为，则中国有望</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">中国银联</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">付出必有<span style="color: black;">报答</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“英雄本是寻<span style="color: black;">一般人</span>”这句文案，跟支付宝“<span style="color: black;">每一个</span><span style="color: black;">保卫</span>自己生活的人，都是英雄”<span style="color: black;">亦</span>有异曲同工之妙，<span style="color: black;">由于</span>两个品牌都洞察到了<span style="color: black;">每一个</span>人、<span style="color: black;">每一个</span>行业的真实<span style="color: black;">状况</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">不仅</span>是接地气，更巧妙的<span style="color: black;">地区</span>在于，这两个品牌都把自己放在了「时代见证者」的<span style="color: black;">方向</span>，以这种形式呈现品牌价值，不仅能借助群体缩影的共鸣感，与<span style="color: black;">公众</span><span style="color: black;">创立</span>起情感的联系，还能在人们脑海中形成品牌的价值观，将品牌社会责任感的影响，真正触及<span style="color: black;">公众</span>认知。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">总之，品牌们<span style="color: black;">针对</span>「英雄」概念的洞察营销，<span style="color: black;">更加多</span>的基于：<span style="color: black;">咱们</span>这个时代更<span style="color: black;">必须</span>的，是一种“平民英雄”，最后打动人心的<span style="color: black;">亦</span>总是表达：有一种英雄主义，叫做“<span style="color: black;">每一个</span>人自己”。</span></strong></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;">借势营销：支付宝从来不会让人失望</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去年中秋节，支付宝上线的一支暖心的<span style="color: black;">宣传</span>，展现了异乡人对家的思念，借助的是<span style="color: black;">资讯</span><span style="color: black;">照片</span>的素材，但一句文案：“回家，对中国人从来不是<span style="color: black;">资讯</span>，但你每次的回家，对家人<span style="color: black;">来讲</span>，都是重大事件。”，戳中了无数游子的内心。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去年1212支付宝生活节，支付宝借势年终岁末、生活<span style="color: black;">很难</span>的<span style="color: black;">专题</span>点，推出了一个极具创意的实体<span style="color: black;">制品</span>——支付宝“打气糖”，并在线上发布了一支“打气视频”，为<span style="color: black;">大众</span>带来了正能量。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/d1damTfmT7wzbhB9zSa8sgI2AwFA2pGicKsI89uU2w4Zp1wmvcjtHocX7skYqic1jkwJSgejr8FBjhlu4ibt4Rh4Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">而这次武汉解封后发布的这支视频，<span style="color: black;">一样</span>值得细品，似乎这种精于洞察的走心借势，<span style="color: black;">已然</span><span style="color: black;">作为</span>了支付宝品牌的一种符号。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">既<span style="color: black;">经过</span>热点洞察赚足了眼球，又在弱化<span style="color: black;">宣传</span>属性的<span style="color: black;">同期</span>，让用户产生自主<span style="color: black;">行径</span>，从潜<span style="color: black;">认识</span>里将这种感动与品牌<span style="color: black;">自己</span>连接起来，</span></strong><span style="color: black;">用这种温和的方式达到自己的营销目的，支付宝<span style="color: black;">亦</span>是<span style="color: black;">特别有</span>一套了。<span style="color: black;">最少</span>从避免同质化、创势新契机方面看，还是很值得借鉴的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">写在最后：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谈谈这些重新定义“英雄”的<span style="color: black;">宣传</span>营销之余，头条君<span style="color: black;">亦</span><span style="color: black;">期盼</span><span style="color: black;">大众</span>能从中感受到鼓励，<span style="color: black;"><span style="color: black;">此刻</span><span style="color: black;">已然</span>不是英雄寥寥的时代，普通人的力量</span><span style="color: black;"><span style="color: black;">一样</span>是不可<span style="color: black;">忽略</span>的</span><span style="color: black;">，</span>尤其是在当下的环境，<span style="color: black;">奋斗</span><span style="color: black;">保卫</span>生活的人都配得上“勇敢”二字。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span><span style="color: black;">亦</span>期待：下一次「英雄」出<span style="color: black;">此刻</span><span style="color: black;">宣传</span>中，会是什么新形象？</span></p><span style="color: black;">投稿/转载/社群</span><span style="color: black;"><span style="color: black;">添加头条君<span style="color: black;">微X</span>：monikavip</span></span><img src="https://mmbiz.qpic.cn/mmbiz_gif/d1damTfmT7wiak27Vbibb79ZJ8Mhzv9pdmOaKbkcVQhcK9Mjib1Ahs3nic739PemHMibmfq8sSBib0BmD78cZhCGkVsg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
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