案例概述:

杨幂代言思加图的第二年，如何在内容上推陈出新，在热度上乘胜追击，在销量上再现佳绩？ 

在为期半年的磨合和讨论后，我们最终决定从艺人特质和核心物料出发，二创时尚大片。以“幂式物料吸睛+精准点位曝光”组合技打造线下营销事件，激发social真实讨论，反哺线上二次曝光，从而带动思加图秋冬系列全新品声量。

9.19-10.4上海、北京、重庆等全国40+城110+点位同时上线OOH，小红书、微博、抖音、公众号等各平台百余位KOL配合传播，全网品牌传播阅读量6,447w+，互动量400w+，粉丝、素人小红书UGC产出超1,900条，相关笔记总阅读约236w。同步引发营销业界账号“自来水”的内容支持，超12家行业号发布超16篇，微信阅读量超18w+。

In the second year of Yang Mi's endorsement of STACCATO，  How can we innovate in content, capitalize on growing popularity, and achieve impressive sales results?

After six months of discussion and collaboration , we decided to create a fashionable campaign based on the celebrity unique traits and core personalities. By combining "eye-catching Yang Mi content + precise offline locations exposure," we crafted an offline marketing event that sparked natural social discussions and generated additional online exposure, driving the buzz around STACCATO's 24FW new products sales.

From Sept.19 to Oct.4, over 110 locations across more than 40 cities including Shanghai, Beijing, and Chongqing launched simultaneously. Collaborating with over 100 KOLs across platforms like RED, Weibo, Douyin and WeChat official platforms, we achieved over 64.52 million IMP & 4 million Eng. Fans and influencers produced more than 1,900 UGC posts on RED with related notes reaching about 2.36 million views. This campaign also attracted content support from over 12 marketing KOL and media accounts, resulting in more than 16 articles published, with WeChat reading volumes exceeding 180,000.

背景与挑战:

2023年，品牌首度官宣杨幂，借力艺人超大粉丝量&粘性，传递品牌价值理念。今年，面临二宣艺人热度自然衰减的情况，品牌需要逆势炒作话题热度，同步进一步突出产品角色，并在天猫超品营销节点，赋能生意增长。

In the second year of Yang Mi's endorsement of STACCATO，  How can we innovate in content, capitalize on growing popularity, and achieve impressive sales results? 

In 2023, STACCATO officially announced Yang Mi as its ambassador, leveraging her massive fanbase to convey brand values. This year, facing the natural decline of announcing the celebrity's popularity the second time, the brand needed to generate buzz against the trend, further highlight product roles, and empower business growth during key marketing moments on platforms like Tmall Super Brand Day.

目标:

基于艺人国民认知度&超绝时尚感，充分挖掘其流量爆点，不仅激发粉丝热度，还吸引路人围观讨论，从而产品全域曝光，带动包含骑士靴在内的秋冬系列新品好感度和认可度，赋能销量转化。

Based on Yang Mi's national recognition and outstanding fashion sense, we fully tapped into her potential to create viral moments that not only excited her fans but also attracted the attention of passersby. This approach ensured widespread product exposure, enhancing the appeal and recognition of new items in the autumn/winter collection, including the knight boots, and ultimately sales driving.

洞察:

基于campaign目标，需要大范围覆盖年轻的杨幂粉丝与路人制造大曝光，思加图洞察到这一届年轻人，看的热闹略显刁钻：Jennie画报天才，圣水洞爆火合拍事件；奥乐齐在地铁站的创意文案，都成为了现象级爆火事件，决定采用线下OOH的形式，同时覆盖大部分人群。但仅靠OOH的美照只能吸引粉丝，难以吸引路人，思加图决定结合当下年轻人的“发疯文学”趋势，与杨幂一贯以来的“梗式广告”传统，把文案进行“梗化”，吸引年轻路人注意力，把大片本身变成一个热点事件。

Insights:

Based on campaign goals, we needs to expose to a wide range of Yang Mi fans and general public. STACCATO gave an insight to that today’s youth. They are drawn to unique and eye-catching events, such as taking photos with Jennie's striking photoshoot in Shengshui Cave or discussing about the creative copywriting of ALDI in the subway station. Thus we decided to use the form of OOH to show to wide audience. However, only rely on the beautiful photos of OOH can only attract fans, it is difficult to attract passers-by. STACCATO  combined the current trend of young people's “crazy literature” with Yang Mi's humour charateristics to make the copywriting interesting to attract young passers-by. Thus, turning the entire campaign into a trending event.

案例亮点与分析:

我们相信，创意不是自娱自乐，是要让所有人都能乐在其中。

在形式上，放大艺人本身的梗王特点和时尚属性；在文本上，融入当下年轻人爱玩的潮流热梗；在点位上，巧妙结合地理环境让每一个人都能身临其境。

让广告投放，变成一场全民乐在其中的线下爆点事件；让思加图，成为印在年轻人心中时尚又有新意的鞋履品牌。

We believe creativity should engage everyone, not just be a form of self-entertainment. 

By amplifying the celebrity's unique traits and fashion appeal in our messaging, incorporating current youth trends, and cleverly integrating the local environment, we aim to transform OOH into a community-involved offline event. This will position STACCATO as a fashionable and innovative shoe brand in the minds of young consumers.

创意阐述 :

【Timeline】

预热期：9月16日-9月18日

1/ 24FW艺人代言官宣，释出全国地标点位长图，号召粉丝打卡

2/ 在线表格「加幂文档」同步更新点位地址，为粉丝提供玩梗互动平台

爆发期：9月19日-9月21日

1/9.19-9.25，全国40+城110+个地广同时上线系列户外海报，个别城市点位延续到了十一国庆假期

2/ 小红书打卡KOL共98位，在9/19-9/21集中发布打卡笔记

3/ 微博营销号当天发布最新地广返图，配合#杨幂地广路过都得念两句#话题冲热搜榜

4/ 抖音营销号发布最新物料和地广返图，配合#杨幂水灵灵的街头玩梗 冲抖音热榜

长尾期：9月22日-10月7日

1/ 微信合作行业号广告文案，发布线下地广创意总结推文，微博小红书同步分发

【解决方案策略】

打破户外广告的第四面墙，结合明星特性与投放地理位置，让每一个点位都变成与明星隔空对话的媒介，让每一组文案都能击中路人心里引发共鸣。

1 「人流量密集点位」

巧用明星特质，抓住当下年轻人爱玩梗的心智，在人流密集点位投放，借用明星口吻爆梗，紧抓路人的眼球，引起广泛讨论。这部分点位，也都会筛选比较具有矩阵感的区域，比如16块连排地铁灯箱，静安寺的地铁的整块空间区域，打造出一定的规模效应，激发大众兴趣，产生好奇，一路看下去。

例如：别看我，看鞋；穿上思加图，广告牌上站一天都不累；我的MBTI ISJT（爱思加图）；怕这双鞋，让你美的找不着北（地图旁点位）；E人穿的，i人也能穿

2 「网红城市地标/潮流打卡点位」

根据不同的城市撰写配套的文案，让每一句文案都“在场”，城市谐音梗&方言梗与品牌产品属性相融合，精准硬控路人，让每一个看到的人，既能产生对方言的亲切感也能拥有玩梗的新鲜感。

例如：思加图怎么可以好穿到这种“成都”；您猜怎么着？今儿我又又又又穿思加图了（北京）还是思加图的鞋，深得圳心

又如巧用地理点位，语言文案与环境相适配，文案独特，具备不可复制性。

例如：买鞋阿？的确得去思加图（阿迪门店楼上大屏）；专门买的落地屏 想和你拍个全身照（落地屏点位）

【Timeline】

Warm-up period: September 16th - September 18th

1/ Official announcement of 24FW's celebrity endorsement and release a long map of landmark locations nationwide, encouraging fans to visit.

2/ Update an online excel document「SECREAT」and updating location addresses at the same time which provided a platform for fans to play and interact with each other.

Outbreak period: September 19th - September 21st

1/ From September 19-25, launch a series of outdoor posters in over 40 cities and 110 OOH locations nationwide, with some city placements extending into the National Day holiday.

2/ 98 key opinion leaders on RED publish check-in posts from September 19-21.

3/ Weibo marketing accounts released the latest OOH photos instantly, with the topic#杨幂地广路过都得念两句# to boost volume and rush the trend ranking.

4/ Douyin marketing accounts released the latest material and the OOH photos with topic #杨幂水灵灵的街头玩梗 to rush the Douyin trend ranking.

Long Tail Period: September 22nd - October 7th

1/ WeChat cooperation offical account 广告文案, released the campaign creative summary and synchronously distributed on Weibo & RED

【Strategy and Execution】

Break down the fourth wall of outdoor advertising by combining the characteristics of the celebrity with the geographical location of the ad placements, transforming each location into a medium for a conversation with Yang Mi. Each line of copywirting should resonate with passersby.

1「Dense Traffic Locations」

By combining STACCATO and product with highly discussed memes, we selected crowded locations to interact with pedestrians and cause extensive discussion. Also we chose the area with a sense of matrix, such as 16 consecutive subway lightboxes and the whole space area in Jing'an Temple underground station, to create a certain scale effect to stimulate the public's interest to look all the way.

For example: "Don’t look at me, look at the shoes"; "Wearing STACCATO, I could stand on the billboard all day"; "My MBTI is ISJT (I love STACCATO)"; "Afraid these shoes will make you beautiful and lost (near a map)"; "Worn by E types, wearable by I types."

2「Famous Landmarks/Trendy City Spots」

The copywritings are connected to different cities. City harmonies & dialects are combined with brand product features to attract passersby, so that everyone who sees it can feel both affection for the dialect and freshness for the copywritings；

For example: "How can STACCATO be this comfortable in 'Chengdu'?"; "Guess what? Today, I wore STACCATO again (Beijing)"; "Still STACCATO, deep in my heart."

Additionally, adapt the language to fit the geographic context, ensuring the copy is unique and cannot be easily replicated.

For example: "Looking for shoes? You definitely need to go to STACCATO, (big screen above the Adidas store)"; "This special floor screen wants to take your full-body photo (floor screen location)."

项目成果 :

「思加图x杨幂爆梗广告牌」营销战役线上线下累计曝光8亿+，全网打卡掀起超时空广告热潮。

微博：话题#杨幂地广路过都得念两句# 全网品牌传播2亿+，阅读量1257.5万，互动量576万+，在热搜榜最高位11位

小红书：合作KOL发布笔记互动超5.6万，曝光超432万；粉丝、素人、行业号小红书UGC产出超2000条，相关笔记总阅读约268万

微信：合作 广告文案 行业号，阅读量超39万，互动超4千 ；超10家行业号自发发布超12篇推文，外溢阅读量超26万，行业pr账号溢出价值约60万

抖音：合作9家营销号发布内容播放超142万，互动约2.5万。话题#杨幂水灵灵的街头玩梗 内容播放超282万

市场反馈：

是一场「路人乐在其中，粉丝尽兴狂欢，业内深度围观、转化落到实效」全民营销事件。

Warm-up period: September 16th - September 18th

1/ Official announcement of 24FW's celebrity endorsement and release a long map of landmark locations nationwide, encouraging fans to visit.

2/ Update an online excel document「SECREAT」and updating location addresses at the same time which provided a platform for fans to play and interact with each other.

Outbreak period: September 19th - September 21st

1/ From September 19-25, launch a series of outdoor posters in over 40 cities and 110 OOH locations nationwide, with some city placements extending into the National Day holiday.

2/ 98 key opinion leaders on RED publish check-in posts from September 19-21.

3/ Weibo marketing accounts released the latest OOH photos instantly, with the topic#杨幂地广路过都得念两句# to boost volume and rush the trend ranking.

4/ Douyin marketing accounts released the latest material and the OOH photos with topic #杨幂水灵灵的街头玩梗 to rush the Douyin trend ranking.

Long Tail Period: September 22nd - October 7th

1/ WeChat cooperation offical account 广告文案, released the campaign creative summary and synchronously distributed on Weibo & RED

All-Platform IMP 8 billion, Eng 5.76 million, #杨幂地广路过都得念两句#  all- platform IMP 2 billion, people take photos and  it set off a buzz.

Weibo: the topic #杨幂地广路过都得念两句# in the trend ranking of the highest 11, gained more than 12,575,000 IMP, 224,000 Eng

RED: KOL contents gained more than 56,000 Eng, more than 4.32 million IMP; UGC output of more than 2000, the total IMP of the relevant contents is about 2.68 million

WeChat: cooperated with official account 广告文案, gained more than 390,000 IMP, more than 4,000 Eng; more than 10 official accounts spontaneously released more than 12 articles. It spilt

over more than 260,000 IMP and the value of pr accounts about 600,000 yuan.

Douyin: cooperated 9 kol to release content, gained over 1.42 million IMP, about 25 thousand Eng. Topic#杨幂水灵灵的街头玩梗 content play over 2.68 million IMP

Market Feedback:

This campaign has become a marketing phenomenon that“bystanders are engaged, fans enjoy the festivities, and industry insiders closely observe the effectiveness of the conversions.”