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分众集团案例与作品
安利纽崔莱
获知识营销大奖
2016-04-12 10:04:20

广告不是强销,讲知识讲道理的品牌才可信


获得奖项:

2009中国广告品牌营销创新大奖-知识行销先锋奖

2010年中国4A创意金印奖媒体企划佳作奖


获奖理由:
彩票必赢网安利纽崔莱通过知识化、栏目化的广告创意深入传达纽崔莱的品牌精髓。在媒体传播的途经上,采用覆盖主流消费者核心生活空间的媒体作为广告投放的主要渠道,进一步提高了纽崔莱品牌的知名度、信任感和忠诚度。


传播策略:

YI、ZHISHIHUAGOUTONG,RANGGUANGGAOGENGYOUXIYINLI。SHIPINGUANGGAOZETONGGUO“PAOCHUWENTI-JIEDAWENTINI-YOUJIJIEHECHANPIN”DERUANXINGGOUTONGFANGSHIXIYINXIAOFEIZHEZHUYI,RANGPINPAIXIANGYAOCHUANDIDEHEXINSIXIANG,YIPUJIZHISHIDEFANGSHIJINXINGCHUANDA,RANGGOUTONGBIANDESHENRUYOUXIAO。

彩票必赢网 ER、LANMUHUACHUANBO,RANGGUANGGAOBUXIANGGUANGGAO。GUANGGAONEIRONGTUPOCHANPINHEPINPAIXUANCHUANDEJUXIAN,CONGPUJIZHISHIDEJIAODUCHUFA,BAGUANGGAOBIANCHENG“ZHISHIXINGDELANMU”——“JIANKANGSHIKEYOUANLINIUCUILAIYINGYANGYUJIANKANGZHONGXINZANZHUBOCHU”,GUANGGAOJILANMU,LANMUJIGUANGGAO,ZHEIYANGDEXINGSHIRANGXIAOFEIZHEJUEDEGUANGGAOBUXIANGGUANGGAO。

彩票必赢网 SAN、LOUYUSHIPIN,RANGCHUANBOGENGJINGZHUN,YOUXIAODIFUGAILE25-50SUIDEDOUSHIZHULIURENQUN,ZHEILEIRENQUNPUBIANYONGYOUJIAOGAODEXUELIHESHOURU,DANYINWEIGONGZUOHESHENGHUOYALIDADUOCHUYUYAJIANKANGZHUANGTAI,YUANLINIUCUILAIDEMUBIAOXIAOFEIRENQUNJIDUTIEHE,XINGCHENGLEJINGZHUNDERENQUNFUGAI,TISHENGLECHUANBOXIAOLI。


传播效果:

GUANGGAOTOUFANGHOUDEDISANFANGJIANCESHUJUXIANSHI,NIUCUILAIPINPAIZHIMINGDUGAO77%,DIYITIJILVGAODA29%。

彩票必赢网 JUSUIJICHOUFANGJIEGUO,GUANKANGUANGGAODEMUBIAOSHOUZHONGDUI“NIUCUILAIZIZHONGZHIWUYUANLIAO”ZHEIYISHISHIDERENZHICHENGDUYOUTIGAO,DUI“TIANRANYOUJI”YUNIUCUILAIPINPAIDEGUANLIANXINGRENZHIBIKANGUANGGAOQIANGENGQIANG。

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