三八节怎么过才尽兴?抖音电商超级品牌日助宝洁集团生意爆发
时间:2023-03-10 20:00:28阅读:68227次来源:时代影院 三八节怎么过才尽兴?抖音电商超级品牌日助宝洁集团生意爆发
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一直以来,节日营销都是商家必争之地。如何差异化将品牌与节日深度挂钩,是电商平台和各大品牌的重要研究课题。今年的三八国际妇女节,宝洁集团联合抖音电商超级品牌日,给出了一份高分优异答卷。
三八节是独属于女性的节日,此次宝洁集团携手抖音电商超级品牌日,希望女性在这一天可以解放自我,尽情爱自己,用满满的仪式感尽兴过38。基于对女性消费需求的深入洞察,宝洁抖音电商超级品牌日以#38怎么过最尽兴 为传播话题,通过8位明星、5位超头达人、100多位达人联动造势,共创高质量内容矩阵,同时深层发力货架场景,配合多场明星、达人直播,达成传播总曝光超2亿,新老货品齐爆,实现品效合一、销量爆发。
8位明星神仙联动造势,渗透粉圈打爆内容场
女性是电商购物的主消费群体之一,三八节也因此成为不容错过的重要营销节点。此次抖音电商超级品牌日联合宝洁集团旗下的OLAY、SK-II、护舒宝、舒肤佳、OLAY身体护理、海飞丝、沙宣、吉列、帮宝适9大子品牌献礼女性消费者,通过明星+达人联动造势,话题#38怎么过最尽兴 曝光超5600W。
活动伊始,联合护舒宝品牌代言人迪丽热巴、OLAY品牌代言人白鹿、沙宣品牌灵感代言人罗云熙、帮宝适品牌大使胡杏儿打造「38更肆意,尽情爱自己」系列海报,吸引众多粉丝关注活动。随后,明星李斯丹妮、罗云熙、周也携手达人@郝邵文、@金爱罗夫妇、@多余和毛毛姐、@马帅归来、@钱疯疯释放短视频为活动造势,激发女性目标用户关注活动,多方位满足女性用户的各种需求。
同时发力直播,丰富购物场域,助力GMV规模化爆发。辣目洋子进@多余和毛毛姐 olay专场直播间,热情互动有效提升用户留存率;迪丽热巴参与护舒宝发布会,以#我就是女生 开启情感沟通,精准击中用户心智;@多余和毛毛姐 进olay直播间,李一桐进护舒宝直播间,开启明星、品牌、用户间的三向沟通。
新品老品销量齐爆,集团生意成倍增长
此次抖音电商超级品牌日联合宝洁集团推出SK-II小灯泡升级款、OLAY身体素颜霜和VS蓬蓬瓶3大新品,以针对性的货品策略促进产品销量爆发。活动经由明星造势引流后,再由星图达人矩阵大面积种草产品,又以多场次达人直播、商家自播承接活动声量,营造出浓厚的“尽兴过38”节日氛围,既带动老粉热情参与,又拉动新客积极下单。活动期间,整体销售额相较日常爆发10.7倍。
截止到3月8日,已产生1款千万级单品,5款五百万单品,40款百万级单品。借助成功的货品策略,经由新品流量带动老品销量增长,实现老品与新品销量共振齐爆。同时,深度耦合品牌馆、超值购等,全方位助力货架场景突破升级,宝洁集团超值购在线商品数突破100+,超值购频道成为宝洁集团与抖音商城合作的首次突破。货架场GMV最终突破4000w,爆发4倍,整体搜索环比提升54%。
此外,商城首页核心点位“猜你喜欢”卡片和推荐曝光给予流量扶持,及活动日历置顶banner、活动卡、店铺推荐等品牌馆重点资源和直播间banner投放,成功打通“货找人”和“人找货”间的双相通路。
深度践行“FACT+”策略,成为品牌全链路营销的“快车道”
宝洁集团联合抖音电商超级品牌日从全域兴趣电商出发,紧扣“FACT+”策略开展一系列营销活动。从洞察女性消费力量定制#38怎么过最尽兴 主题,到8位明星、5位超头达人、100多位达人联动造势引流,明星、达人直播互动助阵,商家日常自播,深度耦合超值购频道等货架策略,促成内容场景、货架场景、营销场景三方联动,成功打造品效一体的全链路营销路径。
抖音电商超级品牌日借助抖音电商平台,不仅助力宝洁集团在三八国际妇女节实现GMV快速成长,也帮助品牌提升在女性目标群体中的影响力和认知度,并将通过人群资产的积累带来长效价值,实现生意的可持续增长。我们有理由相信,抖音电商超级品牌日将在未来带领更多品牌攀上电商生意高峰!
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