場景(jing)體驗互動(dong)不停歇(xie),小熊電(dian)器收獲好(hao)評滿滿
歲(sui)末將至,小(xiao)熊(xiong)(xiong)(xiong)電(dian)器與(yu)黃小(xiao)廚(chu)迎(ying)來了(le)丁酉年的(de)年度收官之作——noob市(shi)集(ji)廣(guang)州站。活動現場(chang),黃小(xiao)廚(chu)系上圍裙,捧著(zhu)“熊(xiong)(xiong)(xiong)暖(nuan)(nuan)暖(nuan)(nuan)”電(dian)燉鍋上臺(tai)(tai),親自為粉絲(si)烹調寓意“五福臨門”、“鴻運當頭”的(de)老火靚湯,通(tong)過還原(yuan)廚(chu)房(fang)場(chang)景,以(yi)明星背書方式,將小(xiao)熊(xiong)(xiong)(xiong)X黃小(xiao)廚(chu)的(de)聯(lian)名產(chan)品(pin)(pin)“熊(xiong)(xiong)(xiong)暖(nuan)(nuan)暖(nuan)(nuan)”推(tui)薦給(gei)粉絲(si)。值得一提的(de)是,在舞臺(tai)(tai)互動環節,小(xiao)熊(xiong)(xiong)(xiong)電(dian)器不(bu)僅(jin)向粉絲(si)演示產(chan)品(pin)(pin)的(de)操(cao)作方法(fa),還將產(chan)品(pin)(pin)與(yu)時下(xia)(xia)流行的(de)freestyle、丸子(zi)消消樂捆綁起來,邀請粉絲(si)上臺(tai)(tai)體(ti)驗(yan)產(chan)品(pin)(pin),說(shuo)著(zhu)“煎炸燉煮沒哪(na)樣不(bu)行”的(de)小(xiao)熊(xiong)(xiong)(xiong)版(ban)freestyle,夾著(zhu)“熊(xiong)(xiong)(xiong)暖(nuan)(nuan)暖(nuan)(nuan)”養生壺煮好的(de)小(xiao)丸子(zi),在歡聲笑語之中,拉近粉絲(si)與(yu)品(pin)(pin)牌(pai)之間的(de)距離。據了(le)解,截止到今年1月,小(xiao)熊(xiong)(xiong)(xiong)電(dian)器與(yu)黃小(xiao)廚(chu)共走(zou)過5場(chang)noob市(shi)集(ji),在體(ti)驗(yan)式場(chang)景中,小(xiao)熊(xiong)(xiong)(xiong)電(dian)器搭建起與(yu)粉絲(si)交流的(de)平臺(tai)(tai),以(yi)現場(chang)操(cao)作展(zhan)示、邀請粉絲(si)體(ti)驗(yan)產(chan)品(pin)(pin)等(deng)互體(ti)驗(yan)娛樂方式讓消費者直觀感受產(chan)品(pin)(pin)特性,彌補了(le)電(dian)商品(pin)(pin)牌(pai)缺乏線下(xia)(xia)溝通(tong)渠道的(de)短板。
通(tong)過(guo)noob市(shi)集,小熊(xiong)電(dian)(dian)器(qi)成(cheng)(cheng)功將(jiang)黃小廚(chu)(chu)以(yi)美(mei)(mei)(mei)食(shi)為紐帶聚集的(de)(de)(de)(de)一批愛美(mei)(mei)(mei)食(shi)愛分享的(de)(de)(de)(de)年(nian)(nian)(nian)輕優質(zhi)用戶社群,轉化為自(zi)己品(pin)(pin)牌的(de)(de)(de)(de)潛在(zai)消(xiao)(xiao)費者。而與黃小廚(chu)(chu)共同(tong)舉辦“熊(xiong)廚(chu)(chu)當(dang)家(jia)”全國親(qin)(qin)子(zi)(zi)烹(peng)飪(ren)大賽,則牢(lao)(lao)牢(lao)(lao)鎖定北上(shang)(shang)廣杭(hang)一二(er)線(xian)城(cheng)市(shi)的(de)(de)(de)(de)年(nian)(nian)(nian)輕親(qin)(qin)子(zi)(zi)家(jia)庭。在(zai)廚(chu)(chu)房(fang)場景再現中植入聯(lian)名產(chan)品(pin)(pin)“熊(xiong)醒(xing)(xing)醒(xing)(xing)”的(de)(de)(de)(de)信息(xi),通(tong)過(guo)親(qin)(qin)子(zi)(zi)間(jian)的(de)(de)(de)(de)廚(chu)(chu)房(fang)烹(peng)飪(ren)互動(dong),讓(rang)父(fu)(fu)母與孩子(zi)(zi)感受(shou)到(dao)親(qin)(qin)子(zi)(zi)廚(chu)(chu)房(fang)的(de)(de)(de)(de)“美(mei)(mei)(mei)好(hao)日(ri)常(chang)”,也成(cheng)(cheng)功將(jiang)年(nian)(nian)(nian)輕父(fu)(fu)母這一目(mu)標消(xiao)(xiao)費者轉化為品(pin)(pin)牌的(de)(de)(de)(de)忠實(shi)(shi)擁躉。比賽剛(gang)結束(shu)就有家(jia)長表示要馬上(shang)(shang)下(xia)單購買“熊(xiong)醒(xing)(xing)醒(xing)(xing)”,開啟(qi)自(zi)家(jia)的(de)(de)(de)(de)親(qin)(qin)子(zi)(zi)廚(chu)(chu)房(fang)模式(shi)。不難發現,無論是noob市(shi)集打造的(de)(de)(de)(de)狂歡(huan)盛宴,還是親(qin)(qin)子(zi)(zi)烹(peng)飪(ren)大賽營(ying)造的(de)(de)(de)(de)親(qin)(qin)子(zi)(zi)廚(chu)(chu)房(fang),小熊(xiong)電(dian)(dian)器(qi)通(tong)過(guo)場景化的(de)(de)(de)(de)營(ying)銷模式(shi),吸引目(mu)消(xiao)(xiao)費者的(de)(de)(de)(de)注意,以(yi)產(chan)品(pin)(pin)體驗的(de)(de)(de)(de)方式(shi),實(shi)(shi)現粉絲與品(pin)(pin)牌的(de)(de)(de)(de)零距離(li)對話,成(cheng)(cheng)功將(jiang)線(xian)下(xia)流量引向(xiang)線(xian)上(shang)(shang)電(dian)(dian)商平臺,實(shi)(shi)現品(pin)(pin)牌與銷量的(de)(de)(de)(de)雙贏。
線(xian)上創(chuang)意(yi)營銷頻現,小熊電器以情動人
除了線(xian)(xian)(xian)(xian)(xian)(xian)下(xia)的(de)場(chang)(chang)景體(ti)驗式營銷,小熊(xiong)電(dian)器還在(zai)線(xian)(xian)(xian)(xian)(xian)(xian)上搭建起與(yu)粉(fen)絲溝通(tong)的(de)橋梁。聯(lian)手黃小廚拍攝美(mei)食教學(xue)視頻,在(zai)還原廚房場(chang)(chang)景中(zhong),手把(ba)手傳授烹飪營養(yang)快手早餐(can)、暖(nuan)心暖(nuan)胃湯水(shui)秘(mi)籍(ji),為忙碌(liu)的(de)都市人(ren)送(song)上一份特殊(shu)的(de)溫暖(nuan),極大(da)提(ti)(ti)升品(pin)牌好感度。在(zai)4月(yue)noob市集(ji)舉辦(ban)前(qian),小熊(xiong)電(dian)器推(tui)出線(xian)(xian)(xian)(xian)(xian)(xian)上H5互(hu)(hu)動(dong),不僅成功為線(xian)(xian)(xian)(xian)(xian)(xian)下(xia)活(huo)(huo)動(dong)預(yu)熱(re)(re),也再次(ci)釋(shi)放小熊(xiong)X黃小廚戰略(lve)合(he)作(zuo)信(xin)息;8月(yue)noob市集(ji)期(qi)間,線(xian)(xian)(xian)(xian)(xian)(xian)上同步開(kai)啟“玩轉熊(xiong)星(xing)球”活(huo)(huo)動(dong),邀請粉(fen)絲上傳與(yu)小熊(xiong)的(de)CP合(he)照,參與(yu)noob市集(ji)線(xian)(xian)(xian)(xian)(xian)(xian)上狂歡,從中(zhong)植(zhi)入小熊(xiong)X黃小廚聯(lian)名產(chan)品(pin)“熊(xiong)暖(nuan)暖(nuan)”信(xin)息,也極大(da)提(ti)(ti)升粉(fen)絲對(dui)(dui)品(pin)牌的(de)認知度及(ji)好感度。10月(yue),配(pei)合(he)線(xian)(xian)(xian)(xian)(xian)(xian)下(xia)noob市集(ji)主(zhu)題,在(zai)線(xian)(xian)(xian)(xian)(xian)(xian)上推(tui)出童年黑雞(ji)湯系列海報,引發無數(shu)網友追憶(yi)童年,自(zi)發進行(xing)(xing)二(er)次(ci)傳播(bo),相關微博閱讀量更(geng)是突破(po)400萬。不僅如此,小熊(xiong)電(dian)器還結(jie)合(he)時(shi)(shi)下(xia)熱(re)(re)門的(de)直播(bo)營銷,邀請明(ming)星(xing)紅人(ren)對(dui)(dui)線(xian)(xian)(xian)(xian)(xian)(xian)下(xia)活(huo)(huo)動(dong)進行(xing)(xing)線(xian)(xian)(xian)(xian)(xian)(xian)上實時(shi)(shi)互(hu)(hu)動(dong),擴大(da)戰略(lve)合(he)作(zuo)的(de)聲量。在(zai)本次(ci)noob市集(ji)廣州站,小熊(xiong)邀請雙胞胎時(shi)(shi)尚達(da)人(ren)與(yu)線(xian)(xian)(xian)(xian)(xian)(xian)上粉(fen)絲進行(xing)(xing)直播(bo)互(hu)(hu)動(dong),通(tong)過介(jie)紹聯(lian)名產(chan)品(pin)“熊(xiong)醒(xing)醒(xing)”&“熊(xiong)暖(nuan)暖(nuan)”,粵語歌詞(ci)接(jie)龍,唱熬紅豆(dou)等環(huan)節,串起整(zheng)場(chang)(chang)活(huo)(huo)動(dong),直播(bo)期(qi)間在(zai)線(xian)(xian)(xian)(xian)(xian)(xian)觀(guan)看人(ren)數(shu)突破(po)500萬,成功將品(pin)牌帶進更(geng)多年輕人(ren)視野(ye)!
回顧小熊(xiong)X黃小廚一年來的(de)跨界合作(zuo)(zuo),不(bu)難發(fa)現這是一場(chang)線(xian)上(shang)(shang)線(xian)下交互(hu)的(de)全方位(wei)合作(zuo)(zuo),隨處可見(jian)的(de)創(chuang)(chuang)新基(ji)因更(geng)是讓無(wu)數(shu)年輕消(xiao)費(fei)者(zhe)(zhe)自發(fa)為(wei)(wei)這場(chang)合作(zuo)(zuo)買(mai)單。而(er)通(tong)過(guo)與黃小廚線(xian)上(shang)(shang)線(xian)下一系列走心(xin)營銷(xiao)(xiao),小熊(xiong)電器(qi)不(bu)僅(jin)提升(sheng)(sheng)品牌(pai)聲量,也使消(xiao)費(fei)者(zhe)(zhe)與品牌(pai)產(chan)生情感(gan)聯系,極大提升(sheng)(sheng)品牌(pai)好感(gan)度和美譽度。相(xiang)信在未來,小熊(xiong)電器(qi)會繼續保持初(chu)心(xin),以高品質產(chan)品為(wei)(wei)基(ji)石(shi),以創(chuang)(chuang)新的(de)營銷(xiao)(xiao)模式為(wei)(wei)媒介(jie),為(wei)(wei)消(xiao)費(fei)者(zhe)(zhe)打造(zao)愉悅健康的(de)生活體驗,永不(bu)止(zhi)步!