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2018LIKE短视频春节营销

LIKE Spring Festival TV Promotion Project 2018

电商整合营销案例

e-Commerce IMC Case

课题 Topic

如何成功登陆中国短视频市场,提升认知度,实现用户激活与日活跃量的增加?
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

通过LIKE短视频“魔法短视频自拍神器”产品差异化营销和利用春节这个特殊的节假日,趁抖音、快手两大巨头静默期,打时间差,出其不意,突袭空降中国市场,正式登录中国市场,以海外成绩为背书,打响登陆中国“第一枪”。
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

亮点 Highlight

1.7位明星拜年互动话题迅速推动#LIKE音乐魔法滤镜#和#LIKE神穿越#占据除夕微博热搜榜。
2.与@胥渡吧等大咖借势春晚热点将策划的#春晚的正确打开方式#迅速推上热搜榜。
3.LIKE短视频上线周杰伦春晚舞台同款滤镜和贴纸,吸引力大量用户下载并使用LIKE短视频社交平台。
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

项目期间,LIKE短视频的认知度明显提升,百度指数从300涨到1700。
LIKE短视频端内用户呈爆发式增长,日均活跃量增长200%,共产生213万支用户视频。
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.