2023-一汽-大眾三十周年品牌策劃「雙語版」

BrandPlanforthe30thAnniversaryofFAW-Volkswagen省廣集團GIMC2021年3月1 目錄Content01格局思考-汽車市場及競爭分析02一汽-大眾30周年傳播策略03一汽-大眾30周年社會化傳播策略04公司及服務團隊介紹2 目錄Content01格局思考-汽車市場及競爭分析02一汽-大眾30周年傳播策略03一汽-大眾30周年社會化傳播策略04公司及服務團隊介紹34VisiondeterminetheFuture策略前Beforeintroducingstrategyfor30thanniversary局Weneedtolookatthebiggerpicture一場正在發(fā)生的重大革命cingamajorrevolution6AWVolkswagenmarketingsystemhaschangedbrief戶”、“社會化”tasidefromintegratedmarketingare“privatedomain”“users””social”基于基于品牌洞察、用戶洞察等，開展有目標、有主題、有步驟地進行傳播，實現(xiàn)品牌提升目標的同時，助力完成大眾品牌2021toachievethegoalofBrandenhancementandhelptocompletethetargetofVWBrandtraffic.圍繞大眾品牌社會化平臺官方賬號的運營提升(微博、抖音、知乎、小紅書等)，提升粉絲量和粉絲粘性，并考慮私域流量的formincludehenumberandstickinessoffansandconsidertheimprovementandtransformationofprivatedomaintraffic.7starttoprovideallaroundsupportforfrontlineteams僅僅承擔車型上市傳播和形象提升，還要承擔起用戶運營和助力銷售的工作mentusersoperationandassistingsalesTherefore,FAW-VolkswagenmustbecomeaInsuchafiercelycompetitivemarket,thereisnoabsoluteorestablishedwaytowardssuccess他逼為臣，自逼為王utpushingoneselfdoes-大眾必須時刻逼迫自己創(chuàng)新、持續(xù)建立競爭壁壘FAW-Volkswagenshouldpushitselftothelimitatalltimetoinnovateandbuildupitscompetitiveedge出一條屬于自己的用戶型品牌之路Findingitspathtoauser-basedbrandvehicleenterprise誰能攜手一汽-大眾接得住這場革命？時代變革能力revolutionizingcapacityinnewmarketingera用戶運營體系能力comprehensiveuseroperationabilityicalstrengthininterpretingmarketingdata力systematicabilitytocombineQualityandEfficiency策略管理能力abilitytomanagestrategies創(chuàng)新創(chuàng)意能力Innovativeideas…度顧問伙伴All-aroundmarketingconsultantpartner省廣已經(jīng)做好了一切準備nge二方來源Second-hand體提供數(shù)據(jù)datafrom二方來源Second-hand體提供數(shù)據(jù)datafromthemedia第三方Third-handTDQM數(shù)據(jù)公司購買purchasedformasTDQM第一方來源First-handtingdatafrom投放執(zhí)行和實時優(yōu)化on數(shù)據(jù)存儲和數(shù)據(jù)反哺投放執(zhí)行和實時優(yōu)化on數(shù)據(jù)存儲和數(shù)據(jù)反哺edback投放規(guī)劃和內(nèi)容測試智能推薦多種可行投放方案Smartrecommendationsonpossiblemarketingplans跨平臺數(shù)據(jù)優(yōu)化Cross-platformdataoptimization項目效果動態(tài)調(diào)整機制平臺熱點信息追蹤運營數(shù)據(jù)監(jiān)控MonitoringoperationaldataDynamicadjustmentmechanismofprojecteffects人群標簽Grouplabel精細化分析conciseanalysis預警機制Earlywarningmechanism用戶數(shù)據(jù)管理userdatamanagement潛客分級追投follow-upleveledadvertisingforpotentialbuyers素材、預算、定向、媒體規(guī)劃Materials,budget,target,mediaplan省廣資源庫GIMCresourcelibrary多層級人群管理Multiple-levelmanagement算法動態(tài)評估Algorithmdynamicevaluation分析人群及內(nèi)容匹配nalyzeusersforchingcontent創(chuàng)意需求Creativedemand規(guī)范化創(chuàng)作standardizedcreation智能批量創(chuàng)作Intelligentcreationinbatch數(shù)據(jù)版塊Data運營版塊Operationg中臺體系為鏈接，實現(xiàn)公域與私域的一體化運營管理，實現(xiàn)精細化的品效合一mentofbothpublicandprivatedomainencyGIMCGIMCAUTO數(shù)據(jù)中臺(OneID)GIMCdatacenter(OneID)創(chuàng)意版塊創(chuàng)意版塊Creating省廣集團營銷數(shù)據(jù)池GIMCmarketingdatabase省廣在打通全鏈域營銷體系進行消費者路徑優(yōu)化的同時，更加注重私域管理GIMCnotonlyoptimizestheconsumerchannelwhileopeningupthewholedomainchainmarketingsystem,butalsoputsfocusonprivatetrafficmanagement域流量平臺運營方法，對私域社交流量進行顆粒度的細化運營Byconstructingadedicatedandexclusiveprivatedomaintrafficplatformoperationmethod,theprivatedomainsocialtrafficwillbefine-tuned營followers營followersoperation數(shù)據(jù)建構(gòu)運維dataconstruction,operation,andmaintenance公關傳播及輿情管控itoringpublicopinion品牌營銷服務上，省廣進一步創(chuàng)新營銷模式，助力企業(yè)重塑品牌競爭力Onbrandmarketingservice,GIMCcontinuestoinnovate,helpingenterprisestoreshapetheircompetitiveness品牌戰(zhàn)略規(guī)劃品牌戰(zhàn)略規(guī)劃brandstrategyplan品品牌傳輸branddissemination內(nèi)容內(nèi)容IPcontentIP媒介媒介營銷品牌識別品牌識別brandidentification整合整合營銷品品牌定位brandpositioning品品牌運營brandoperation場景營銷場景營銷scenemarketing品牌體驗品牌體驗brandexperience以創(chuàng)意內(nèi)容模塊化運用，高效率、嚴品質(zhì)地配合品牌服務Creativecontentusedinmodule,alongwithhighlyefficientandqualitybrandservice齒輪式齒輪式工廠化創(chuàng)意洞察sightstematically集群，多方創(chuàng)意團隊聯(lián)合共創(chuàng)Adedicatedfull-timetudioclustervariousteamsworkjointlyforexcitingcreation獨有全新G-IN平臺融合獨有全新G-IN平臺融合IP+MCN+云技術BrandnewanduniqueG-INplatformendowedwithintegratedIP+MCN+cloudtechnology集成全網(wǎng)領先的跨平臺網(wǎng)紅/明星庫，提供多維標簽選擇/方案定制/極速下單功能，提升創(chuàng)意和內(nèi)容質(zhì)量Leadingtalentpoolwithcross-platforminfluencersandcelebrities.Providingmulti-DEGREEallabel/customizedplan/fastorderservices,inhopetoassistcreativecontentproduction打通新營銷業(yè)態(tài)體系，通過體系化G-IN平臺充分為品牌IP與達人資源整合賦能Buildinganewsystemofnewmarketingbusiness.UsingsystematicGINplatformtointegrateandempowerbrandIPandinfluencerresources.GINGIN臺注冊機構(gòu)1000+，eredinstitution，rs10億Coveredfollower1billion+錄入IP超1000P媒介投手媒介投手ligner案Writter抓住直播電商新風口，省廣依托產(chǎn)業(yè)互聯(lián)網(wǎng)及政策紅利，積極打造直播電商新模式與方法論Withonlineshoplive-streamingtrending,currentdividendpolicy,andtheinternetindusty,GIMCisactivelydevelopingitslive-streamingmodeandmethodx專項專職直播團隊搭建與完善專項專職直播團隊搭建與完善iveingteam項目統(tǒng)籌Projectcoordinationbroadcaster策劃PlanningCreative20省廣期待能夠與一汽-大眾一起走用戶型品牌之路se21數(shù)據(jù)來源：巨量引擎云圖2.0，用戶心智+詞條聯(lián)想Data:Massiveenginecloudphoto2.0,usersmind+associatedwords用戶型品牌不應該是“保守的”Auser-basedbrandisnotmeantto“conservative”用戶劃上傳統(tǒng)和保守的代名詞傳統(tǒng)自上而下說教型的宣傳方式，已不適用今天的傳播環(huán)境傳統(tǒng)自上而下說教型的宣傳方式，已不適用今天的傳播環(huán)境tionaltopdowndidacticcommunicationmodeisnolongersuitablefortodayscommunicationenvironment用戶型品牌不應該“高高在上”Auserbasedbrandisnotmeanttobequiet更貼近用戶心智，與消費者引發(fā)共鳴，才是品牌營銷明智之舉losetotheusersmindandresonancewithconsumersisthesmartbrandmarketing心智認同的心智認同的高低與市場份額呈高度正相關數(shù)據(jù)來源：騰訊營銷洞察&尼爾森，2021騰訊汽車行業(yè)內(nèi)容營銷白皮書Data:TencentMarketingInsight&Nielsen,2021TencentAutoIndustryContentMarketingWhitePaper23用戶型品牌不應該“孤芳自賞”Auserbasedbrandisnotmeanttobealone真正被聚合looselyconnected一汽-大眾超級APP在瀏覽資訊、互動體驗、分享評論上尚待優(yōu)化升級ioninteractionshareandcommentsstillAPP更多聚焦于車主使用功能不夠生活化，優(yōu)化一般同樣影響體驗usersbutthefunctionsarenotintimateenoughThesystemdstobeoptimizedforbetteruserexperience24走自己的用戶型品牌之路核心要素：Thekeyfactorstowardsbeingauser-basedbrand一切為了用戶產(chǎn)生行動的話題(人格化、人情味)AnyTOPICthatcanattractuserstomakeresponse25沒有聲量就無法激發(fā)用戶行動我們要不斷搞出話題NoSOVmeansnoresponseWeneedtoraisediscussion26話題要夠大“大到讓用戶不得不看到”Ithastobeloudenougherscanhearus27話題要夠深“深刻的洞察、深刻的情感共鳴”Ithastobedeepenough“In-depthinsightariseemotionalconnection”28話題要夠奇“新奇的話題樂于討論傳播互動”Ithastobenovelenough“Noveltopicsaremoreeasilytobecommunicated”29話題的根本目的是為了銷售轉(zhuǎn)化聚集理念/價值觀/情感認同的用戶和跨界品牌talgoalofraisingdiscussionsistosellandretainrandsofthesameidealvaluethatarenallyconnectedwithus統(tǒng)品牌周年慶大都注重內(nèi)宣打造性話題傳播力的周年慶Traditionalbrandanniversariestendtofocusoninternalannouncementsbasedbrandshouldcreateananniversarywiththeionpowerofsocialtopics在這場革命中一汽-大眾要升級為創(chuàng)新的營銷公司走自己的用戶型品牌之路持續(xù)做讓用戶產(chǎn)生行動的話題把傳統(tǒng)的內(nèi)宣工作變?yōu)樯鐣笫录蘒nfaceoftherevolution,FAW-VolkswagenneedtoupgradeitselfintoaninnovativemarketingcompanyFormakingitswaytoauser-basedbrand,Continuingtoraiseeye-catchingtopicsthatcanariseusersinterestandactionisanecessityAndthereforetobuilda“FAW-VolkswagenPureElectricLifesuperecologicalzone”thatcanattractandretainusersTurntraditionalinternalannouncementsintosocialevent 目錄Content01格局思考-汽車市場及競爭分析02一汽-大眾30周年傳播策略03一汽-大眾30周年社會化傳播策略04公司及服務團隊介紹n何借三十年契機重塑用戶關系？portunityofthethAnniversarytoreshapeuserrelationshipHowtomakethetopicofthe30thAnniversaryahit?ClawMeandI’llClawThee一汽-大眾眾三十年是一段典型的中國式投桃報李的完美關系meandIllclawtheenddevotiontoChinaeseconsumers資料來源：乘聯(lián)會、中汽數(shù)據(jù)行業(yè)研究202036aSourceCPCACATARC高的品牌lty高的品牌ltyellingBrandInChinaPassengerCarMarket2020SalesData020年品牌忠誠度BrandLoyaltyin2020TheOnlyAutoEnterpriseWithAnnualSalesOfMoreThan2MillionUnitsBy2020最快實現(xiàn)1000萬和2000萬銷量的車企TheFastestAutoEnterpriseInTheIndustryToAchieve10MillionAnd20MillionSales最高的品牌2020年品牌認知度BrandAwarenessin2020WhatExactlyDoesTheCommunicationOfThe30thAnniversaryOf知名度熟悉度吸引力忠誠度聲量轉(zhuǎn)化率……這些常規(guī)品牌KPI幾乎全部第一都不是當前一汽-大眾當前最迫切的品牌問題meConversionRatentBrandIssuesForCurrent元的品牌enterprisetoembracetheneweraofelectrification一汽一汽-大眾30周年：“啟新”“凡事過往，皆為序章”iversaryARenaissance“Everythingthathaspassedisaprelude.”2020年，是一汽-大眾的“創(chuàng)變”之年，電動化、數(shù)字化轉(zhuǎn)型又取得實質(zhì)性突破，為行業(yè)轉(zhuǎn)型提供樣本經(jīng)驗。品牌電動化戰(zhàn)略已經(jīng)落地，基于MLBevo平臺打造的C級豪華純電SUV--奧迪e-tron去年9月在長春基地順利下線；佛山華南MEB智慧工廠投產(chǎn)，首款基于全新MEB平臺打造的ID.4CROZZ也于今年1月開啟預售，一汽-大眾正式跨入電動化的新紀元。2020isayearof"innovationandcreation"whenFAW-Volkswagenmadeasubstantialbreakthroughinelectrificationanddigitaltransformation,providingsampleexperienceforindustrytransformation.Intermsofelectrification,FAW-VolkswagenandAudi'sdual-brandelectrificationstrategyhasbeenputintopractice,andtheC-classEVSUVDeluxe-Audie-tronwentofflinesuccessfullyinChangchunbaseinSeptember2019.TheMEBSmartFactoryinFoshan,SouthChinawasputintooperation.ThefirstID.4CROZZthatwasproducedbasedonthenewMEBplatformhasalsobeenlaunchedforpre-saleinJanuarythisyear.FAW-Volkswagenhasofficiallyenteredaneweraofelectrification.和三十年前一樣Asitwas30yearsago,大眾義無反顧的“全倉”中國的電動汽車時代Volkswagenis"allin"onelectricalvehicleeraofChina.但這一次Butthistime,en40TheNextFAW-Volkswagen?蔚來瞄準BBA特斯拉一心只想做“大眾”"Volkswagen".中國消費者依然需要電動車時代的“大眾”是相信特斯拉會成為下一個“大眾”依然是未知數(shù)wagenoftheehicleeranceagainItisstillunknown.41的影響，人們把大眾與諾基落的巨頭聯(lián)系起來Duetosomemediaopinions,peopleassociateVWwithNokia,Kodak,andotherdeclininggiants.mm判不同性別城市、年齡占比演變年輕化的口號并不能解決問題現(xiàn)有龐大用戶群的風險nationcannotsolveanythingosingtheexistinglargeuserbasewhichisalsocontrarytothemiddle-agedtrendofChinesecarmarket.資料來源：易車研究院資料來源：易車研究院42eYicheresearchinstituteJapaneseCarsAreCatchingUp.強勁對手的追趕大的燃油車用戶基本盤aditionalstrongrivalssuchhugebaseofusersoffuelvehicles0%%5%58.20%54.80%50.50%50.00%42.70%0%00%8.00%8.10%10.00%%無提示品牌意識品牌熟悉度品牌吸引力第一選擇一汽-大眾本田豐田奧迪日產(chǎn)2月乘用車企轎車銷量排行榜排名車企12月銷量增長率1247.75%3497%4風日產(chǎn)9%56五菱37車49,6468,171%9豐田48,100豐田40,6392020年轎車市場按國別份額一汽豐田4.72%一汽豐田4.72%上汽乘用車4.77%上汽通用五菱5.17%一汽-大眾11.86%上汽通用10.86%東風日產(chǎn)8.27%上汽大眾8.49%吉利汽車5.50%%0%5.90%.00%0%0%0%0%0%%資料來源：乘聯(lián)會客戶輸入43DataSourceCPCAinformationfromFAWVolkswagen44必須兼顧傳統(tǒng)市場份額的同時還要對藍海市場造成沖擊，這并不容易FAW-Volkswagenmustbalancetraditionalmarketsharewhileithastomakeanimpactontheblueoceanmarket,whichisnoteasy.市場itionalCarMarket汽大眾45合統(tǒng)一ftraditionandbreakthrough打破刻板印象展現(xiàn)一個更為鮮活的一汽-大眾新形象lkswagen以重啟消費者對一汽-大眾煥新的最佳切入點juvenationofFAWVolkswagen證法veandnegative有人說“這是圓形”，另一個人反對說“不，這是正方形”圓和方是“矛盾”,但最后來了個人說你們都是對的，因為這是圓柱體，從一方面看就是正方形，從上面看就是圓形」Somepeoplesay"Thisisacircle.",whileothersdisapprovewith"No,thisisasquare.".Acircleandasquareare"contradictory",butfinallysomeoneputforwardanopinion:“Bothareright,becausethisisacylinder,asquarefromonesideandacirclefromthetop".46產(chǎn)生話題ConflictsGenerateTopicsadheringtotraditionbeingmatureandstableyetreformingtobreakthroughyetreformingtobreakthrough化continuingtobeatrustworthytraditionalautoenterpriseyetstartingtobeanewforceembracingelectrification47這場對話的主題——subjectofthisconversationIamnontraditional.48Iamnontraditional.oinsistonqualityandpersistonproductsastyearstocreateleadingtechnologiesoftheera,anddevelopanewspacewithintheframeworkional49Iam..nontraditional.eetyourexpectationsRelationshipNIOHouseNIOHouse來①完善用戶服務運營體系②極致的車生活服務體系③打造線下鵬友見面會ceoperationsystemarlifeservicesystemtingwithXPengfriends和用戶交朋友用戶服務體驗、服務、運營等各方面都以用戶為核心erServiceExperienceProductsalesserviceandoperationarealluser-centered.ng致敬周年獻給“最好”員工主VOLVOthe93rdAnniversary,For“Best”StaffsandCarOwners雪鐵龍25周年“因你閃耀”傳統(tǒng)的周年傳播四大“套路”致敬周年獻給“最好”員工主VOLVOthe93rdAnniversary,For“Best”StaffsandCarOwners雪鐵龍25周年“因你閃耀”nesforanniversarycommunication感感恩GgCitroenthegCitroenthethAnniversaryhtisShiningBecauseofYouSAIC-Volkswagenthe35thAnniversary,PayTributetoEveryone表態(tài)JEEP80周年，越80越年輕JEEPthe80thAnniversary,the表態(tài)JEEP80周年，越80越年輕JEEPthe80thAnniversary,thepost80smuchyoungerDeclaration奔馳130周年的造車歷史Benz’scar-makinghistoryof130yearsChevroletMalibuthe50thAnniversarySAIC-VolkswagenChevroletMalibuthe50thAnniversaryGreatBargainforAllModels改變從30周年開始Changestartswiththe30thanniversary播溝通策略FAW-Volkswagenthe30thAnniversaryCommunicationStrategy四大階段打造一個[有人味兒]的朋友FourStageMakingFAW-VolkswagenATrueFriend全民擴散這個朋友有福利Allspreadthenewsthatthisfriendsendsgifts.情感共鳴這個朋友有溫度Withemotionalresonance.Thisfriendissowarm.共創(chuàng)互動和朋友玩起來withfriends重塑人設重新認識大眾age播溝通策略FAW-Volkswagenthe30thAnniversaryCommunicationStrategy四大階段打造一個[有人味兒]的朋友FourStageMakingFAW-VolkswagenATrueFriend全民擴散這個朋友有福利Allspreadthenewsthatthisfriendsendsgifts.情感共鳴這個朋友有溫度Withemotionalresonance.Thisfriendissowarm.共創(chuàng)互動和朋友玩起來withfriends重塑人設重新認識大眾age重塑人設重新認識大眾W我是90后我是90后TVCIamapost-90sTVC探岳Tayron探影TACQUA探歌T探岳Tayron探影TACQUA探歌T-ROC高爾夫Golf 寶來Bora蔚領C-TREKCCallthepeakswithsingingheartily度七十自由飛tosoarfreelywiththespeedof70MP/H.oyGolfandgoodfortunecomeswithBora.standinthecenterpositionoflife.創(chuàng)新篇守獨立篇個性篇OnPersonality#后·llpostion堅篇On創(chuàng)新篇守獨立篇個性篇OnPersonality#后·llpostion堅篇OnPerseverance三三十周年·氣氛組ry各行90后代表，與一汽-大眾展開創(chuàng)意跨界合作，為三十周年慶典拉開預熱序幕，引爆關注ostsfromallwalkscrossbordercooperationtokickoffiversarycelebrationanddrawheatattention.變魔術送驚喜NieYunchen'smagicshowwillsend傳承非遺LiZiqiinheritsintangibleculturalheritagebydefthands.OnOnPerseveranceB車直播首秀StudentHewillgoonalivestreamingonBilibiliforthefirsttimedismantlingacar.唱跳秀0LiuYuxin'spersonalized0anddancingshow.1ntlovewhatIloveeryburstofinspirationFAWFAW-Volkswagen30thAnniversary·AtmosphereGrouppreneurinTEAAssetsover$4billionChina2Iamadaptableyetdifferent,sociablebutnotclannish,andIpursuepinionLeaderFAWFAWVolkswagenthAnniversary·AtmosphereGroupLin3FAWFAW-Volkswagen30thAnniversary·AtmosphereGroupideocreatorAmbassadorardintrospectmyselfyleseemeandus4sindailylifefollowmyfearbeingjudgedntityatthebeginningofthewordIdolFAWFAW-Volkswagen30thAnniversary·AtmosphereGroupleidolsnrbesChinaEliteUnder重塑人設：我是90后ld重塑人設：我是90后ldMyPersonaIamaposts喜茶CEO為大眾把奶茶送到家打造一汽-大眾×喜茶聯(lián)名款茶飲定制包裝，用戶購買掃杯身二維碼概率獲得一汽打造一汽-大眾×喜茶聯(lián)名款茶飲定制包裝，用戶購買掃杯身二維碼概率獲得一汽-大眾30周年紀念版車型優(yōu)先購買權；avethepossibilitytogetaprioritytopurchaseEditionmodelafterscanningtheQRcodeonthesideofpurchasedcup.X驚喜andyouwillgetaspecialsurprise.CEOofHEYTEAdeliversteatoyourhome聯(lián)動喜茶CEO聶云宸，邀請其駕駛一汽-大眾車款親自為車主送發(fā)InviteHEYTEACEONieYunchentodriveaFAW-Volkswagenmodeltopersonallyreleasethehotsearchtopic#CEOofHEYTEADeliverstheMilkTeatoYourHome#tocreatetopicaleventmarketinganddetonatepopularity送驚喜重塑人設：我是90后ldMy重塑人設：我是90后ldMyPersonaIamaposts經(jīng)理創(chuàng)意拆車盡展獨到智見LivetalkwithGMofFAW-VolkswagenCreativecar-dismantlingshowsuniqueinsightTalkwithZhanfuPan,GMofFAW-Volkswagen何同學現(xiàn)場連線一汽-大眾總經(jīng)理潘占福，打造一場跨界直播首秀，話題聚焦一汽-大眾未來構(gòu)想與發(fā)展理念，發(fā)布相關話ThefirstlivestreamingofStudentHetodismantleacar何同學發(fā)布B站、微博同步視頻，通過汽車內(nèi)部零件解析汽車漂移原理，帶領用戶了解大眾汽車特征與配置，年輕話語解析品牌科技力；sitecreatingacrossborderlivedebutwithatopicfocusingonThefirstlivestreamingofStudentHetodismantleacar何同學發(fā)布B站、微博同步視頻，通過汽車內(nèi)部零件解析汽車漂移原理，帶領用戶了解大眾汽車特征與配置，年輕話語解析品牌科技力；BilibiliandWeiboanalyzingtheprincipleofecarhelpingusersunderstandthefeaturesanderinale67李子柒——巧手傳承非遺重塑人設：我是90后李子柒——巧手傳承非遺重塑人設：我是90后ldMyPersonaIamapostsLiLiZiqi-Inheritingintangibleculturalheritagebydefthands非遺古法巧制內(nèi)飾更添大眾中國味兒Theupholsteryismadebytheancientmethodofintangiblegeents用蜀繡、活字印刷等非遺手工制作富含中國傳統(tǒng)元素的定靠枕、編織座墊，制作成視頻，提高話題度，大眾官網(wǎng)上可搭配紀念版車型隨心定制，擴大傳播效果LiZiqiusedSichuanembroidery,movable-typeprinting,andotherintangibleculturalheritagetomakecustomizedcarbackcushionsandwovenseatcushionswithtraditionalChineseelements,andmadethemintoavideotoheatthetopic.ThesamestyleisavailableontheFAW-Volkswagenwebsite,andcanbecustomizedwiththecommemorativemodeltoexpandthecommunicationeffect.8打造創(chuàng)意車燈舞蹈秀，邀請30名車主跟隨劉雨昕進行創(chuàng)意舞蹈《我是90打造創(chuàng)意車燈舞蹈秀，邀請30名車主跟隨劉雨昕進行創(chuàng)意舞蹈《我是90后》共創(chuàng)，舞蹈使用一汽-大眾車燈進行節(jié)拍與踩點的花式編排，社交媒體發(fā)布話題#劉雨昕帶大重塑人設：我是90后ldMyPersonaIamaposts人車組合當人車組合當C位劉雨昕帶大眾“出道”gshowwithcarlightsgshowwithcarlightsivedanceIamapostswhichorthebeatandsteppingReleasethetopicalmediaandinteractwithfanstoraisethetopicheat.播溝通策略FAW-Volkswagenthe30thAnniversaryCommunicationStrategy四大階段打造一個[有人味兒]的朋友FourStageMakingFAW-VolkswagenATrueFriend9全民擴散這個朋友有福利Allspreadthenewsthatthisfriendsendsgifts.情感共鳴這個朋友有溫度Withemotionalresonance.Thisfriendissowarm.共創(chuàng)互動和朋友玩起來withfriends重塑人設重新認識大眾age70?同期進入中國的品牌吐槽；?同期進入中國的品牌吐槽；ngeachotherwiththebrandsthatenteredriod?打造跨界超級品牌日；?Createacross-borderSuperBrandDay?一個病毒視頻的話題傳播；?Aviralvideospreadthetopic?PGC和UGC聯(lián)動的社會化話題；?SocialtopicofPGCandUGClinkage?一個用戶共創(chuàng)俱樂部?Auserco-creationclub共創(chuàng)互動和朋友玩起來 Play戶共創(chuàng)圈互動on牌跨界??反向點評車評人打造話題；?Commentoncarcriticstocreateatopic?成立汽車人基金；?SetupChinaCarPeopleFund71品牌創(chuàng)意/魔性視頻，更易上頭洗腦，打造話題事件刷屏NorearNoreardrive,Notluxurious.Itsimpossiblebutit'sveryMate.凱迪拉克發(fā)布網(wǎng)絡嘻哈風+魔性洗腦品牌廣告，刷屏點贊，瞬間引凱迪拉克發(fā)布網(wǎng)絡嘻哈風+魔性洗腦品牌廣告，刷屏點贊，瞬間引社交流量Cadillacreleasedabrandadfeaturingonlinehip-hopstyleandmagicbrainwashing,whichtriggeredfloodLIKESandinstantlytriggeredsocialtraffic.刷屏社交圈Huaweiproducedaseriesofcreativepopularvideosofsellingpointsofnewphones,triggeringfloodLIKES,whichbecameahitinsocietyforitscreativity.72說話說話算數(shù)Theso-calledwaytogetalongisjusttoinsistthatwordscount.&節(jié)奏rapsRhythmRap朋友搞樂隊的，臨時有個演出，有個成員生病了，所以讓幫忙去撐場子：Afriendwhoisinabandhasatemporarygigandoneofthemembersissick,soheasksyouforhelptoholdtheshow.“你可得說話算數(shù)啊”“我必須說話算數(shù)啊”"Youhavetokeepyourword."Ihavetokeepmyword."然后上場是打算盤的節(jié)奏+說話式RAP(珠算口訣)，幫忙完成了演出ThentherhythmoftheabacustalkingRAPabacusrhymescomeonthestage,whichhelpscompletetheshow.亮亮的剪「漂亮不一定要減脂，還可以通過剪紙」esmakeoneprettysodoespapercuttingBodyshapingaughtertriesonclothesshejustboughtthatdontfitIwannadobodyshaping一張剪紙，最后孫女不開心andmotherbringsherapapercuttingwhichfinallymakesgranddaughterunhappyNotpapercuttingGrandmotherusedthepapercuttingcrafttoredesigntheclothes.Granddaughterinstantlybecamebeautiful.“最后還不是用了奶奶的剪紙”Grandmaspapercuttingfinallydoesafavor"漂0273法7374唱唱反「用經(jīng)典制造驚喜，京劇也可以爆金句」heclassicstocreatesurprisesBeijingoperacanalsomakeahitStandupComedyAPekingAPekingOperaactorgoestoaninterviewforastand-upcomedycompetition.調(diào)“愛好”——“我喜歡低調(diào)”“工作內(nèi)容？”——“平時負責高調(diào)”“說說特長”——“擅長唱反調(diào)”esIliketokeepalowprofileJobdescriptionUsuallyresponsibleforkeepingahighprofileTellusaboutyourspecialtiesIamgoodatsingingadifferenttune."“我看是你不著調(diào)”——“老師您說話都找不著調(diào)了~”nkyouareinsaneSiryoucantevenfindyourowntune劇演員，不是故意唱反調(diào)aPekingOperaactornotsingingadifferenttuneonpurpose.75「誰說battle只有輸贏，皮一下也很開心」joke!”后titionisonlyaboutwinningandlosingitsalsoafunjoke!”后皮影戲&街舞ShadowPuppetry&StreetDance面跟街舞達人看上同一個舊操場，想作為訓練場地，誰也不讓誰，街舞達人要比試比試SomeoneandahiphopmasterfancythesameoldplaygroundTheywanttobeusedasatraining“我后面有人，都是祖?zhèn)鞯墓Ψ颉庇衯enue.Nooneisallowed.Thetwopeople“我后面有人，都是祖?zhèn)鞯墓Ψ颉庇小澳愕戎砩弦姟眅behindmetheyareallkungfuinheritedfromtheancestorsoutonight后約好地點比試，原來是皮影戲高手，幕布后面的確很多人，皮影戲街舞battleeanappointmentforacompetitionItturnsoutthatheisamasterofshadowpuppetryThereareindeedmanypeoplebehindthecurtainShadowpuppetcraftsmanandhip-hopmastercontestbegan.人ehindme76性洗腦式視頻廣告創(chuàng)意我非.常傳統(tǒng)IAmNon-traditional.77《我非/《我非/常傳統(tǒng)》燃78《我非/常傳統(tǒng)》燃燃《我非/常傳統(tǒng)》燃燃《我非/常傳統(tǒng)》TVC社會化傳播路徑Thesocialcommunicationpathof"Iam…non-traditional"TVC視頻號同步推送UGC混剪WeChatChannel視頻號同步推送UGC混剪WeChatChannelAccountsynchronouslyixes官博發(fā)布#我非/常傳統(tǒng)#話題easesthetopicofImnontraditional#ustomizecreativetemplateUGCgeneratesels視頻號推送，引發(fā)網(wǎng)友點贊刷屏，裂變傳播WeChatChannelAccount視頻號推送，引發(fā)網(wǎng)友點贊刷屏，裂變傳播WeChatChannelAccountputsforwardvideomixestotriggernetizenstolikeandbloodthescreen,spreadingthevideo.發(fā)布話題，邀請網(wǎng)友發(fā)散傳統(tǒng)文化符號的新潮玩法Releasethetopicandinvitenetizenstodistributenewtrendywaystoplaywithtraditionalculturalsymbols生成魔性視頻OfficialTikTokAccountreleasesTVC,accordingtowhichnetizensgeneratemagicalvideos.#我非/《我非/常傳統(tǒng)》燃燃燃79賞d80Cross-CountryYouthofBuddhist-StyleseofBuddhistStyle81TheQueenofParkourKeepinginGoodHealthorParkour82Electro-Music-Slacker83發(fā)起非/常傳統(tǒng)挑戰(zhàn)賽，發(fā)酵擴散ionalchallengeandmakeit發(fā)起非/常傳統(tǒng)挑戰(zhàn)賽，發(fā)酵擴散ionalchallengeandmakeitfermentandspread.熱搜話題，吸引用戶參與打卡認證TopicsinTopTrendingattractuserstopunchnforcertification話題互動，吸引用戶參與#我非/常傳統(tǒng)大會認證cswithinteractionattractuserstoparticipatein#IamNon-traditionalmeetingforcertification.我非/常傳統(tǒng)畫像挑戰(zhàn)傳統(tǒng)文化符號潮流錄Challengetrendyplayoftraditionalculturalsymbols;Challengethecoolestandmostvaliantportraitquotes#我非/常傳統(tǒng)《我非/常傳統(tǒng)》H5畫像社會化傳播路徑fIAmNontraditionalthroughHPortraitHH播traitfissionlikesharepread成專屬畫像，社交分享ClickonH5,generateyourportraitthroughevaluation,andshareitsocially.傳傳不傳統(tǒng)，你說了算，點擊生成你的畫像Clicktogenerateyourportrait.dewhethertobetraditionalornot.打造最好玩的非·--打造最好玩的非·--eatetheMostFunandNonitionalClub林廟會ir用戶共創(chuàng)美食stival用戶共創(chuàng)樂隊ersraphyProgrammingCont用戶共創(chuàng)潮品yUsersst用戶共創(chuàng)配方Users用戶共創(chuàng)體驗ebyUsersstory84創(chuàng)85notemplefairwithMicheliniseverseen.VWVWUsersCo-creationProject86德供米其林廚藝教學；anYanTakInvitethefirstMichelinchefofChinatoshowhisculinaryskillsonsiteandprovideMichelincookinginstruction.車主共創(chuàng)米其林菜品createMichelindishestogether車主PK廚藝，大廚選拔優(yōu)秀菜品收錄米其林三星店“新榮記“菜單；sThechefwillselectthebestdishestobeincludedinthemenuof"XinRongJi",athree-Michelin-starrestaurant.用戶共創(chuàng)-1Co-CreationbyUsers-1米其林廟會—打造大眾共創(chuàng)的非常傳統(tǒng)盛宴在車在車后備箱辦廟會hetrunkofacar：中國北京廟會是老北京地域文化特色，借大家喜聞樂見的廟jingChinaAtemplefairisacharacteristicoftheoldBeijingculture,andacartrunkfairisbeingheldatthetimeofthepopulartemplefair.87ctromusicChinesetraditionalSuonahorncouldreallygoesstraighttoyourhead.VWVWUsersCo-creationProjectsicFestival88—打造史上首場嗩吶電音節(jié)—打造史上首場嗩吶電音節(jié)FestivalCo-CreationbyUsers-2嗩吶電音節(jié)SuonaSuona-Electro-葛優(yōu)領銜發(fā)起“非常傳統(tǒng)樂隊”alBand影帝葛優(yōu)作為領銜人，發(fā)起組建樂隊的邀請，KOL轉(zhuǎn)發(fā)響應，全民招募隊員，才藝展示票選最高的TOP3入選，樂隊正式成立出道；GeYou,amovieking,astheleader,initiatedtheinvitationtoformaband,KOLforwardedtheresponse,andrecruitedbandmembersfromthemass.史上首場嗩吶電音節(jié)ThefirsteverSuonaSuona-Electro-MusicFestival現(xiàn)場葛優(yōu)、劉雨昕、閆永強嗩吶炸場，與隊員登臺演出，電音串燒，全程直播，現(xiàn)場+線上分別選定下一組樂隊成員，進行樂隊權益交接；GeYou,LiuYuxin,YanYongqiangusesuonatomakeaboominglive,andperformwithmembersoftheband,electro-musicmix,whichwillbeafulllivebroadcast.Nextgroupofbandmemberswereselectedbothon-siteandonline.Thehandoverofbandinterestswillbedone.個唱完就散的樂隊Abandthatbreaksupaftersinging.將用戶共創(chuàng)的樂隊打造成大眾的現(xiàn)象級IP，曲終人散、意猶未盡，圈粉潛在用戶；Theco-createdbandbyuserswillbepackagedintoapopularphenomenalIP.Attheendofthesong,peoplearenotyettired.Getpotentialfans.89Butfewcanwritewithabrush.WUsersCocreationProjectgContest90dewillbewrittenondewillbewrittenonclothes裝秀：花式玩轉(zhuǎn)潮牌showplayingwithtrendybrandsinafreestyle.Xingname“我非/常傳統(tǒng)";ingdate"8thApril,21";靜蕾XuJinglei用戶共創(chuàng)-3Co-CreationbyUsers-3書法編程大賽—編程藝術的另類展現(xiàn)，有內(nèi)味了entation—編程藝術的另類展現(xiàn)，有內(nèi)味了entationofprogrammingartgivesspecialfeelinglligraphyProgrammingContest與潮流運動品牌中國李寧跨界，用戶線上上傳書法代碼作品，將代碼與潮流運動品牌中國李寧跨界，用戶線上上傳書法代碼作品，將代碼印在衣服上CrossoverwiththetrendysportsbrandChinaLiNingallowsuserstouploadtheircalligraphycodeworksonlineandprintthecodeontheirclothes.打造線下編程時裝周，用戶上傳毛筆寫代碼定制服裝作圍作品將在時裝展上展出Offlineprogrammingfashionweekallowsuserstouploadcodewritingwithbrushesforcustomizingclothingworks,andfinalistswillbedisplayedinthefashionshow線下手寫編程大賽，活動線上全網(wǎng)直播；InviteHulan,aformerprogrammerrepresentative,andXuJinglei,acelebritycalligraphyrepresentative,toholdanofflinehandwritingprogrammingcontest,withtheeventbroadcastliveonthewholenetworkonline.Stringname“我非/常傳統(tǒng)";Stringdate8thApril,2021";91ChineseChineseherbsandmilkteaareaperfectmatch.Onlywhenyourtonguetipexperiencesaburstofflavoursisitcalledachokehold.WUsersCocreationProject線線下：大眾4S店品茶室tearoom體驗Userrightsandinterests,terminalupgradeexperience?選取成都、北京、上海等代表性城市，標桿4S店打造成品茶室，對于配方被采用并研發(fā)出品的用戶，享受無限續(xù)杯權益；epresentativecitiessuchasChengduBeijingShanghaichmarkSstoreswillbeselectedtobechangedintoteaomsForuserswhoserecipeswereadoptedanddevelopedanunlimitedrefillrightwillbetheirpriority.92打造聯(lián)名款奶茶打造聯(lián)名款奶茶ktea跨界圈粉，中草藥奶茶正式出街crossoverfansChineseherbalmilkteaisutonthestreetCo-CreationbyUsers-4HerbalMilkTea——用戶共創(chuàng)配方，大眾的口味最對味Co-createdrecipebyusersthepopulartasteisthebest線上：大眾配方實驗線上：大眾配方實驗室bndpromotetheideaofco-createdrecipebyusers.?創(chuàng)建官方帳號，線上實驗室成立，用戶可在各熱門平臺大膽自己的配方，權威健康師監(jiān)制，每月選定一位用戶配方，研制出品；?Createanofficialaccount,andsetupanonlinelab.UsersnboldlyproposetheirownrecipesonvariouspopularAuthoritativehealthpractitionerssupervisetheesandselectonerecipepermonthtodevelopaproduct.93WhoWhosaysthereisonlyheavilyoldhistoryWUsersCocreationProjecte94城市快閃視覺博物館Urbanflash城市快閃視覺博物館Urbanflashvisualmuseum1991名大眾的作品，打造成城市快閃博物館；Synthesisoftheworksfromthemasswillcreateanurbanflashmuseum.CyberOldPalace-集結(jié)大眾想象合成視覺博物館Putthepublic'simaginationtogetherandcombinethemallintoavisualmuseum.通過官方發(fā)起，打造屬于用戶共創(chuàng)共享的經(jīng)典潮玩空間，賽博朋克風與經(jīng)典故宮的反差融匯，使用戶能夠充分參與，刷新對大眾品牌的傳統(tǒng)感知；theofficialinitiativewewillcreateaspaceofclassicfunandgamessharedbyusers,rethecontrastbetweencyberpunkandtheclassicOldPalaceallowsuserstofullyparticipatendrefreshthetraditionalperceptionofpopularbrands.大眾的想象力集結(jié)ally用戶通過攝影，拍攝自己想象中的相關(賽博/故宮)元素，官方采集，并投票選用；Userstakephotosof