娇韵诗不死鸟保湿系列——新 品 上 市 微博明星营销结案
背景回顾
项目背景 ：添加“不死鸟”萃取精华的 娇韵诗长效锁水保湿系列上市
目标受众：22-28岁的年轻女性
传播目标：打响新品社交声量， 建立年轻受众认知并打造不死鸟爆款
推广时间：2018年6-7月
高大上的不死鸟系列，如何从众多补水产品中营销突围，引爆年轻TA关注
受众洞察
她经济时代已经到来，相信”颜值即正义”的TA们，最爱高颜值小鲜肉明星，24H刷博舔屏是日常
大势男团坤音四子ONE，颜 好 又 努 力 的 小 鲜 肉 们 ， 让 TA们 狂 热 24H刷博舔屏是日常，从《偶像练习生》深深粉上“绝不认输”的坤音四子ONER ，投其所好“打响明星营销战役。
微博策略
明星经纪
不死鸟x坤音四子ONER
“撩粉”，种草新品
长效保湿力
场景营销
贴合受众系列生活场景，
明星宠粉视频展开
针对性沟通
热点引爆
扎根微博天然社交平台，
热点资源引爆网友的
关注及热议
平台联动
微博+新浪新闻APP
双平台联动，强曝光
不死鸟上市
微博结合产品特点&受众偏好，推荐最佳合作明星@坤音四子ONER
承 包 明 星 沟 通 — 合 作 拍 摄 — 广 告 上 线 — 热 点 炒 作 等 全 链 条
效果回顾
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