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抖音家电热榜NO.3,看传统品牌帅丰如何玩出圈

2020-03-13



家用电器榜作为抖音品牌热DOU榜的新类目,在开启第一周之时,帅丰便迅速打败颇具名气的500强及口碑企业,位列前三甲,并持续霸榜至今。


SHENGENGCHUDIANLINGYU、ZIDAIMUQINPAIWENNUANGUANGHUANDESHUAIFENGJICHENGZAO,YONGSHUJUZHENGMING,CHUANTONGPINPAIYEKEYIHENIANQINGRENDACHENGYIPIAN。ZHEIYICICHUANTONGPINPAIYUNIANQINGHUANEIRONGPINGTAIDEPENGZHUANG,CHENGWEI2019NIANSHUAIFENGCHENGGONGCHUQUANDEPINPAIYINGXIAODONGZUO。


妈妈牌VS千禧一代:

打破圈层,一步一脚印


SHUAIFENGDENIANQINGHUAYINGXIAOZHANYI,CONG2018NIAN7YUEZHENGSHIDAXIANG。


ZAINIANQINGRENCHENGWEIXINJUEQIDEXIAOFEILILIANGDEDANGXIA,SHUAIFENGYUNIANQINGRENZHANZAIYIQI,CONGTAMENDEJIAODUWAJUEYINGXIAOQIERUDIAN,GENJUPINPAICHUIZHISHOUZHONG,DAZAOLEFUNVJIE、SHIJIEWUYANRI、MUQINJIEHE618DENGDUOGEREDIANHUODONG,BINGFABULEYIXILIETIEJINDANGXIANIANQINGRENSHENGHUODEDUANSHIPIN。


ZAISHIPINZHONG,QINGLVDOUQUHUDONGYINGSHELENIANQINGLIANRENDEXIANGCHURICHANG、LAMADEDAIWAXIAOJUCHANGYINFAXINSHOUMAMADEGONGMING……SHUAIFENGJIANGMUBIAOMIAOZHUNLEYIBURUHUNYINDIANTANGHUOJIJIANGZUJIANJIATINGDE90HOU,YONGCHONGMANXIYINLIDENEIRONGQIANGXIANZHANLINGNIANQINGYIDAIDEXINZHI,WEISHIXIANXIAOSHOUZHUANHUAMAIXIAFUBI。


开号一年多,帅丰收获271W+的播放量、89w+的点赞以及1W+的互动量。而这些成绩,也是帮助帅丰在抖音品牌热DOU榜——家用电器榜开通之时,一举登上前三甲,连续两周霸占榜单前列的最大助力。


和年轻人玩在一起

传统品牌可以怎么做?


JINNIAN4YUE,SHUAIFENGJICHENGZAOLIANSHOUDOUYIN,XIANSHANGLEYICHANGJINGCAIDEYINGXIAOHUODONG。


ZAIZHANUANHAIHANDECHUCHUN,SHUAIFENGHEDOUYINFAQILE#JIUSHIBUSHIRENJIANYANHUO#QUANGUOTIAOZHANSAI,YAOQINGFENGMIDOUYINDESANJIEJIEXIANYUAN@XIANNVJIAOMU、KEAISHAONV@CHIBUPANGNIANGHEDOUYINDIYINVSHEN@ACHUN(QUANWANGTONGYONGLIAN)SANWEIQIANWANJIDOUYINDARENCANYU,CONGBUTONGJIAODUTIXIAN“BUSHIRENJIANYANHUO”、“BAOCHISHENXIANYANZHI,DAZAOMEIHAOSHENGHUO”DENGZHUTICHUANGYI。


ZUOWEIJICHENGZAOXINGYESHOUGEQUANGUOTIAOZHANSAI,CICIHUODONGZHUTIGAINIANYUWANFASHEJIYUCHANPINSHENDU,CONGQUANNIANYOUYANCANLIULIANGBUZU1KEDEMAIDIANCHUFA,JIANGCHUFANGDE“WUYAN”LEIBIWEI“BUSHIRENJIANYANHUO”,XINGXIANGDICHUANDAXIPAIYOUYANholdZHUYANZHIBUDIAOXIANDEZUOYONG;YANWUTEXIAO、SHENSHOUKONGYANDETIEZHISHEJIBANGDINGCHANPINTEXING,JIANG“CHAOGAOQIWEIJIANGDIDU”BIANCHENGKEGANZHIDELIYIDIAN。XINXIANYOUQUDEWANFA,YOUJINGZHENGLIDEJIANGPIN,XIYINLEYIDAPIGAOYANZHIYONGHUCANYU,ZAIPINGTAISHANGYANLEYIDUANDUANYANGYANDE“BIAOYAN”。


最终,挑战赛传播期内视频总播放量达16.6亿,累计评论次数超142万次,累计分享次数超45万次,点赞数超2583万次,不但打造了“就是不食人间烟火”的品牌IP,也给帅丰——这一传统品牌,注入了年轻化的灵魂。


传统品牌的营销之路

下一步往哪走?


SHENCHUSHEHUIDELANGCHAOZHIDIAN,CHUANTONGPINPAIWUSHIWUKEBUJINXINGZHEBUBIANYUBIANHUADEBOYI。CHUANTONG,BUDAIBIAOYICHENGBUBIAN,YEBUYIWEIZHEQUANPANTUIFAN,PINPAIYINGGAIZAIBAOCHIZISHENYOUSHIDEJICHUSHANG,DONGCHASHEHUI,SUISHISHIERBIAN。


FANGUANDANGXIADEZHONGGUO,ZICHAOBURUZHONGNIANDE90HOUQINGNIANMEN,ZHENGZAICHENGWEIBUKEHUSHIDEXIAOFEIQUNTI。ZAIZHEIGELIULIANGYUKOUBEIZHUDAOXIAOFEIFENGXIANGDESHIDAI,RUHEZAIXIONGYONGDEXINXIHONGLIUZHONGTUOYINGERCHU,YONGYINGXIAOSHOUDUANYINGDENIANQINGRENRIYIQUESHIDEZHUYILI,BANGZHUPINPAIJIANLIZHIMINGDU、MEIYUDUHEZHONGSHIDU,DUIBAOKUOSHUAIFENGZAINEIDESUOYOUCHUANTONGPINPAILAISHUODOUSHIYIGEZHIDESIKAODEWENTI。