成功的故事

可伶可俐

针对印度年轻消费群体,为限量款产品提升品牌认知,开启营销新势力

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9 %
提升购买意向
100.9 %
提升消息关联

营销背景

具有新鲜感的产品需要具有新鲜力的广告。在“My Swag”限量版洗面奶首次投入印度市场之际,可伶可俐希望邀请印度的年轻女性秀出最不一样的自己——在与用户的趣味互动中,增强产品知名度,提升品牌声量。


营销策略

TikTok联手可伶可俐开启#UnbottleApnaSwag话题挑战赛,诚邀女性用户一同swag起来!挑战赛以5款限量外观包装的洗面产品,对应5种不同性格特色——会享乐、会开朗、会专注、会交流、会赏味。用户可以选取一个最能代表自己的性格标签,依此来创作创意视频内容。


挑战赛期间,为了让5款“My Swag”包装能被5种性格类型所诠释,可伶可俐邀请了在TikTok平台中极具影响力的意见领袖(每位均有超过100万名粉丝)共同参与,同步发布了5首说唱歌曲,鼓励用户选择歌曲以分享自创内容,激发参与热情。



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营销成果

话题挑战赛期间,#UnbottleApnaSwag标签下收集到超过260万条原创视频,获得了近乎20亿的播放量,达到了1.7亿的互动量,可伶可俐官方TikTok账号新增1万多名粉丝,成为印度地区最成功的的案例之一。

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