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TCL精准触达消费者情感按钮,在品牌大战中突围而出

2019-12-5 18:22| 发布者: admin| 查看: 2580| 评论: 277

消费者需求的变化主导着消费趋势的转变,作为对消费趋势变化异常敏感的品牌,洞察趋势只是第一步,如何精准了解、满足消费者的需求才是重点。在趋于年轻化和多元化的消费市场中,品牌价值观对消费者的影响越来越大。对于在娱乐营销持续深耕的TCL而言,代言人营销是其中一把钥匙,以代言人形象链接消费者情感,通过内容营销及互动沟通,塑造全球领先的智能科技品牌形象,从而在竞争市场中吸引彼此契合的消费者。
买买买的背后,是消费者对主流价值观的认同
 
波司登、李宁等中国品牌兴起的“国潮”风势头强劲。消费现象折射的是,在国家新的发展周期中主流价值观的回归,爱国情怀成为当下主流消费者乃至整个民族的精神神龛。积极展示中国文化正中消费者情感需求靶心,这种趋势对品牌来说是机遇也是挑战。
 
TCL抓住了时机,通过签约优质正能量偶像马天宇为代言人,组成“正能量CP”,传递品牌致力于打造美好生活体验的理念。在国民人气IP《凉生,我们可不可以不忧伤》、《流淌的美好时光》中深入植入,与国内第一部环保主义题材的都市爱情剧《我的莫格利男孩》合作,探讨及引导年轻人群的良好生活方式及主流价值观养成,展示出一个年轻的TCL。“挑T联盟”美食直播趴中,马天宇与TCL智能家电的互动强势圈粉,直播观看量高达4560万,互动量3387万,更是在48小时内创造近650万的销量。
 
转换视角融入消费者生活,TCL深度植入触达粉丝情感按钮
 
出于对明星的喜爱,粉丝热衷于购买偶像同款及代言的产品。除此之外,粉丝会积极地关注偶像的影视作品、综艺节目等,通过打榜、话题讨论、发帖等方式为偶像保持足够的热度。如何在营销中激发出粉丝经济的巨大能量,触发粉丝的情感按钮是关键。
 
今年,TCL植入《流淌的美好时光》和《我的莫格利男孩》两部热播剧,TCL代言人马天宇担任主演,在剧集未播出时就已吸引了大批粉丝关注,而结合剧情的TCL智能产品深度场景化植入,则巧妙借助剧情及人设展示TCL智能家电特点。
 
在《流淌的美好时光》剧情中,通过齐铭家吃早饭,邻居借鸡蛋的日常小事展示了TCL红酒冰箱分区贮存、智能养鲜的特点。这样的植入更容易被观众接受,消费者在无形中被种草,在脑海中建立起TCL产品与智能科技生活的强关联。《我的莫格利男孩中》的植入,则抓住了马天宇饰演的莫格利从乡野初入都市的人设,形成与TCL智能电视、空调、洗衣机等家电的深入互动,于追剧粉丝的热议中完成产品印象的根植。
品牌转化视角站在粉丝角度,挖掘出粉丝感兴趣的场景,用创意视频、TCL小剧场番外故事、剧情海报以及表情包等多种形式包装,与粉丝进行强互动。而粉丝也回馈品牌,跟随剧情晒出TCL产品的植入场景,传达出品牌倡导的积极正能量的生活态度及品质生活理念。
与消费者共情,TCL以正能量赢得青睐
 
TCL的品牌代言人营销从不局限在产品层面,而是深入到精神层面的。TCL与马天宇这对互相成就的“正能量CP”一直以传递积极正能量为己任,代言人马天宇主演的影视剧无一例外都传递出的热爱生活、积极向上的主题,借助TCL的创意互动形式在网络赢得更多关注,这股正能量也正在以消费者接受的方式,潜移默化地影响着他们的生活。

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