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Report ada
1.
张靓颖 Campaign 分析报告 Implemented by
National Campaign Creativity Team 2.0 百威×AIESEC BY Ada Wu
2.
本次分析主要在以下四个层面上进行 活动策 划层 前期安 排层 品牌曝 光层 传播效 果层 Part 1 Part
2 Part 3 Part 4
3.
张靓颖视频,百威×AIESEC相关内容 核心内容
4.
微博视频/微信文案+视频/微博九图 核心形式
5.
传播效果 此处仅做数据呈现 微博 发布时间 阅读量
转发量 评论数 点赞数 是否推广 百威合作回 顾九图 25/1 2.0万 17 16 50 Y 视频首发张 靓颖 25/1 29.8万 1161 152 417 Y 视频二次转 发送手机壳 25/1 1.2万 66 9 30 Y 视频三发露 出百威品牌 26/1 2.5万 856 49 101 Y 春节微博再 植入Slogan 27/1 5335 3 2 20 Y 微信 发布时间 阅读量 点赞数 《AIESEC×百威丨张靓颖邀你成为真我体验家》 26/1 1905 25 《张靓颖丨所有套路都是别人定的》 27/1 2798 46
6.
传播效果 本次Campaign 微博总阅读量突破37万 微信文案被全国各分会全文/局部转发,总阅读 量达4703
7.
阅读总数 突破 37万
8.
期间新 粉丝数 +182
9.
视频播放 量突破 7万
10.
3000 多粉丝参与 微博互动 同比增长 4441.8%
11.
本次分析主要在以下四个层面上进行 活动策 划层 前期安 排层 品牌曝 光层 传播效 果层 Part 1 Part
2 Part 3 Part 4
12.
1. 微信和微博内容上具有一致性,潜移默 化对受众进行重复slogan植入 核心slogan “更大的世界, 更好的自己” 可以借鉴的地方
13.
核心slogan “更大的世界, 更好的自己” 可以借鉴的地方
14.
《Make It Big》 “努力创造我 的神话“ 可以借鉴的地方
15.
可以借鉴的地方 2. 重复转发强化视频效果,视频于26日 (三发)冲击传播量最高点
16.
可以借鉴的地方 3. 购买的粉丝推广在增长粉丝方面效果较 为明显
17.
需要注意的问题 1. 视频内容过于简单,传递的信息略显不 充足,造成非AIESECer的疑惑和错误解读
18.
2. Campaign设计的创新程度不够,旧形 式【九图】已进入视觉疲劳期,难以唤起传 播热情 更多媒体创新传播 形式 等待发掘 需要注意的问题
19.
需要注意的问题 3. 活动时间与春节/放假有重合, Campaign热度受到冲击 除 夕
20.
本次分析主要在以下四个层面上进行 活动策 划层 前期安 排层 品牌曝 光层 传播效 果层 Part 1 Part
2 Part 3 Part 4
21.
1. 视频中张靓颖提到“百威携手AIESEC“, 合作双方品牌曝光+1 2. AIESEC微博九图回顾去年与百威的合作, 合作双方品牌曝光+2 3.
AIESEC大陆区官微主推公关文, 《AIESEC×百威丨张靓颖邀你成为真我体 验家》,曝光合作项目“真我体验家”+3 4. AIESEC大陆区原创微博多次@百威互动 +4 5. AIESEC全国各分会对百威“真我体验家 项目”进行二次加工再传播,百威品牌曝光 度+…. 百威×AIESEC
22.
百威×AIESEC
23.
百威×AIESEC
24.
百威×AIESEC
25.
本次分析主要在以下四个层面上进行 活动策 划层 前期安 排层 品牌曝 光层 传播效 果层 Part 1 Part
2 Part 3 Part 4
26.
◆ 引爆微博互动【粉丝/@er】 ◆ 当晚引爆朋友圈转发该视频 ◆
第66名转发者赠送礼物使 得第二次转发量恰好达到66 ROUTI NE 1 2 3 4 可尝试设置更大数字 1月25日 1月26日 1月26日 1月27日 核心传播路径
27.
核心传播路径 ◆ 作为微信视频首发源, 发布时间略迟 与微博同时期发布更为 合适 ROUTI NE 5 6 1月27日
1月28日
28.
核心传播形式 引发 张靓颖粉丝、 AIESECer、 AIESEC关 注者三个群 体互动 多次微博 视频发布 微信品牌 文案 转发送礼/微博 粉丝推广 微信 张靓颖个 人跟话题 稿
29.
微博九图预热:引发AIESECer这一受众群体关注 微博视频发布,引发张靓颖粉丝和AIESEC相关人群互动 未达预期效果 达预期效果 购买粉丝推广,增长微博新粉丝数目 微信文案跟话题,引发各个分会对真我体验家项目的二次传播 借助张靓颖个人形象,完成“不如去闯”Slogan与AIESEC、百威品牌的结合 核心传播逻辑
30.
Campaign传播痛点 1. Timeline设置未考虑春节等因素,影响 话题热度 2. 未对微信和微博进行联合部署,两者传 播相对独立 微博首发当晚没有在微信同期发布含视频的张靓颖文案,使得很 多一次转发者将微博视频转发至朋友圈,部分丧失内容说服力和 劝导性 3.
九图已经丧失原有传播诱导效果,预热 程度不佳
31.
Campaign传播痛点 4. 微博偏形象建设,未结合话题如“2017 更好的自己”引起用户自发进行UGC传播 5. 视频内容单一,目的较为模糊,易引起 受众误解 可以在前期剪辑时加入分会主席、各国志愿者新年愿望, 塑造更为积极鲜明的传播目的
32.
谢谢!
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