生活的每一刻都可以乘风破浪,沃尔沃X小红书携手姐姐们一同兜兜风
时间:2022-09-09 15:00:40阅读:53237次来源:木瓜影院 随着国内生活水平的提高,越来越多的年轻人在选购车辆时会选择豪华汽车品牌,而沃尔沃作为来自北欧的豪华品牌,在国人心中仍然是高度认可的,经典的北欧风格设计,携客在骨子的安全,让它成为了很多人的首选。同时为了锁住年轻人的购车目光,这几年来,沃尔沃不断创新,紧跟着时代的变化,推出两款爆款车型XC40及C40,以时尚、智能广受大家的关注。
这次沃尔沃携手小红书,由张俪、张歆艺、蔡卓宜三位姐姐在站内开启主题活动“乘风破浪每一刻”,以艺人们从真实的生活场景出发,分享产品的高颜值和优体验,聚焦下沉市场精准锁定用户群体,借助IP势能转换让网友愿意讨论及分享属于自己的故事,成功拉近沃尔沃与粉丝及用户之间的距离。
小红书作为年轻、潮流、生活人群的聚集地,拥有70%以上的女性用户,而在传统汽车营销语境中,女性用户却成为汽车品牌难以攻破的痛点,本次站内的营销活动,借助小红书平台的先天优势,将品牌“年轻力”“时尚颜值”潜移默化的传递给核心用户群体,让沃尔沃品牌新理念与用户产生共鸣。同时小红书站内首发“乘风破浪每一刻”,以明星姐姐开车兜风、开车打球、周末的一天等真实生活场景出发,并分享线下体验店打卡体验,完成第一波宣推战役。同时KOL接棒明星,发布笔记种草话题导流,抓住用户注意力。借助小红书站内优质内容+效果广告双加持,让“乘风破浪每一刻”话题热度持续飙升。
活动期间,优质内容驱动曝光量话题页浏览值超2740万,总曝光量破3.2亿次;众多用户纷纷参与活动分享自己与沃尔沃之间的故事。同时站内推出沃尔沃品牌汽车贴纸,撬动UGC笔记发布。通过互动的内容铺设,加强品牌在小红书受众人群的认知转化,从而实现销量和品牌的美誉度的倍增,成功传递了品牌文化,建立了女性群体的品牌印象。
当品牌态度具象化后,抓取市场热点作为战役锚点,将品牌核心转为小红书中一篇篇来自明星和真实用的分享后,沃尔沃也成功的将自己的理念传递给了更多人,用消费者的痛点拉动销量扩容,带动品牌与用户之间关系链条,驱动双重的消费决策力。
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