德芙x恋与制作人——微博项目结案
项目背景分析市场状况分析：
德芙在中国市场的占有率仍为第一，但已逐渐下降。费列罗、好时等“后起之秀”增长迅速，对德芙形成挑战。
营销模式转型：
传统媒体时代，德芙的电视广告深入人心；在移动社交时代，用户的注意力被极大瓜分，年轻受众聚集社交媒体；
德芙面临向社会化营销转型的需求。
抢占目标用户：
1989年进入中国市场的德芙，需要持续不断地攻略巧克力的主要消费群体（年轻女性）。
德芙的营销目标
面对市场占有率下降和品牌老化，德芙中国区提出：
Go Young：最早进入中国的德芙，需要抢占今天的巧克力消费主力——95、00后女性
Go Digital：利用社会化媒体进行创意营销，占领目标用户心智
差异化策略定制：年轻女性用户，更容易产生情感共鸣，借助热点IP的场景化营销更能击中痒点。
如何打造一场场景化营销盛宴，为年轻女性创造甜蜜瞬间的同时，抢占用户心智
德芙×恋与制作人IP借势营销方案
借势TA聚集的热门IP制造话题，形成强关注
涟漪式燃曝传播最大化降低曝光成本
场景代入式营销建立品牌与用户的情感共鸣
IP粉丝转化为品牌粉丝，德芙官微互动量大幅提升
粉丝通精准强化目标人群到达确保核心TA共振
通过社交行为精准圈定目标用户，有效促成销售转化
数据部分说明-品牌情况
德芙品牌本身在微博的同类产品中面临非常严峻的竞争环境。同类品牌与代言人的突出弱化了德芙品牌本身在用
户心目中的调性与存在感。而对于德芙来说，微博用户在想到巧克力的时候除了功能以外，更多的会想到竞品。
数据部分说明-IP人群兴趣标签
恋与制作人游戏给用户制造甜蜜的感觉，与品牌本身的品牌调性契合
恋与制作人简介：
《恋与制作人》是一款乙女养成类游戏。在游戏中，女玩家以女主角的身份负责经营一家影视制作公司，过程中会获得四个不同类型的男主角的帮助(总裁李泽言、科学家许墨、特警白起、明星周棋洛)，并与他们培养感情。
数据部分说明-《恋与制作人》发酵于微博平台
2017年7月6日恋与制作人官微首发声，2017年12月20日《恋与制作人》游戏正式上线，并在微博声量爆发
数据部分说明-《恋与制作人》粉丝画像
游戏在微博上聚集了大量的粉丝群体。二次元、女性、95/00后标签显著，与德芙TA相契合
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