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LIKE短視頻春節營銷

LIKE Spring Festival TV Promotion Project

電商整合營銷案例

e-Commerce IMC Case

課題 Topic

如何成功登陸中國短視頻市場,提升認知度,實現用戶激活與日活躍量的增加?
How to successfully enter the Chinese short video market,improve the awareness,and realize the increase of user activation and daily activity?

策略 Strategy

通過LIKE短視頻“魔法短視頻自拍神器”產品差異化營銷和利用春節這個特殊的節假日,趁抖音、快手兩大巨頭靜默期,打時間差,出其不意,突襲空降中國市場,正式登錄中國市場,以海外成績為背書,打響登陸中國“第一槍”。
Through the differentiated marketing of LIKE short video "magic short video self-magic device" and the special holiday of Spring Festival,the two giants, Douyin and quick hand,during the silent period,made a difference in time and made a surprise attack to Chinese market, officially log into the Chinese market,with overseas achievements as the endorsement,so as to fire the "first shot" landing in China.

周期 Cycle

2018.1.29-2018.2.20
Jan 29,2018 – Feb 20,2018

亮點 Highlight

1.7位明星拜年互動話題迅速推動#LIKE音樂魔法濾鏡#和#LIKE神穿越#占據除夕微博熱搜榜。
2.與@胥渡吧等大咖借勢春晚熱點將策劃的#春晚的正確打開方式#迅速推上熱搜榜。
3.LIKE短視頻上線周杰倫春晚舞臺同款濾鏡和貼紙,吸引力大量用戶下載并使用LIKE短視頻社交平臺。
1.7 celebrities New Year interactive talk and a quick push of the hash-y,"music"magic filter # and"# LIKE"to take over the New Year's Weibo feed.
2.Took advantage of the Spring Festival Gala hotspots such as @xdu bar,the right way to open the planned Spring Festival gala was put on the hot search list.
3.LIKE Short video was the same filter and sticker for Jay Chou's Spring Festival gala,attracted many users to download and use the short video.

效果 Effect

項目期間,LIKE短視頻的認知度明顯提升,百度指數從300漲到1700。
LIKE短視頻端內用戶呈爆發式增長,日均活躍量增長200%,共產生213萬支用戶視頻。
During the project,the awareness of LIKE short video increased significantly,and the baidu index rose from 300 to 1700.
LIKE short video end users showed an explosive growth, with the daily active quantity increasing by 200%, generating a total of 2.13 million video users.
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