2023-一汽-大众三十周年品牌策划「双语版」

BrandPlanforthe30thAnniversaryofFAW-Volkswagen省广集团GIMC2021年3月1 目录Content01格局思考-汽车市场及竞争分析02一汽-大众30周年传播策略03一汽-大众30周年社会化传播策略04公司及服务团队介绍2 目录Content01格局思考-汽车市场及竞争分析02一汽-大众30周年传播策略03一汽-大众30周年社会化传播策略04公司及服务团队介绍34VisiondeterminetheFuture策略前Beforeintroducingstrategyfor30thanniversary局Weneedtolookatthebiggerpicture一场正在发生的重大革命cingamajorrevolution6AWVolkswagenmarketingsystemhaschangedbrief户”、“社会化”tasidefromintegratedmarketingare“privatedomain”“users””social”基于基于品牌洞察、用户洞察等，开展有目标、有主题、有步骤地进行传播，实现品牌提升目标的同时，助力完成大众品牌2021toachievethegoalofBrandenhancementandhelptocompletethetargetofVWBrandtraffic.围绕大众品牌社会化平台官方账号的运营提升(微博、抖音、知乎、小红书等)，提升粉丝量和粉丝粘性，并考虑私域流量的formincludehenumberandstickinessoffansandconsidertheimprovementandtransformationofprivatedomaintraffic.7starttoprovideallaroundsupportforfrontlineteams仅仅承担车型上市传播和形象提升，还要承担起用户运营和助力销售的工作mentusersoperationandassistingsalesTherefore,FAW-VolkswagenmustbecomeaInsuchafiercelycompetitivemarket,thereisnoabsoluteorestablishedwaytowardssuccess他逼为臣，自逼为王utpushingoneselfdoes-大众必须时刻逼迫自己创新、持续建立竞争壁垒FAW-Volkswagenshouldpushitselftothelimitatalltimetoinnovateandbuildupitscompetitiveedge出一条属于自己的用户型品牌之路Findingitspathtoauser-basedbrandvehicleenterprise谁能携手一汽-大众接得住这场革命？时代变革能力revolutionizingcapacityinnewmarketingera用户运营体系能力comprehensiveuseroperationabilityicalstrengthininterpretingmarketingdata力systematicabilitytocombineQualityandEfficiency策略管理能力abilitytomanagestrategies创新创意能力Innovativeideas…度顾问伙伴All-aroundmarketingconsultantpartner省广已经做好了一切准备nge二方来源Second-hand体提供数据datafrom二方来源Second-hand体提供数据datafromthemedia第三方Third-handTDQM数据公司购买purchasedformasTDQM第一方来源First-handtingdatafrom投放执行和实时优化on数据存储和数据反哺投放执行和实时优化on数据存储和数据反哺edback投放规划和内容测试智能推荐多种可行投放方案Smartrecommendationsonpossiblemarketingplans跨平台数据优化Cross-platformdataoptimization项目效果动态调整机制平台热点信息追踪运营数据监控MonitoringoperationaldataDynamicadjustmentmechanismofprojecteffects人群标签Grouplabel精细化分析conciseanalysis预警机制Earlywarningmechanism用户数据管理userdatamanagement潜客分级追投follow-upleveledadvertisingforpotentialbuyers素材、预算、定向、媒体规划Materials,budget,target,mediaplan省广资源库GIMCresourcelibrary多层级人群管理Multiple-levelmanagement算法动态评估Algorithmdynamicevaluation分析人群及内容匹配nalyzeusersforchingcontent创意需求Creativedemand规范化创作standardizedcreation智能批量创作Intelligentcreationinbatch数据版块Data运营版块Operationg中台体系为链接，实现公域与私域的一体化运营管理，实现精细化的品效合一mentofbothpublicandprivatedomainencyGIMCGIMCAUTO数据中台(OneID)GIMCdatacenter(OneID)创意版块创意版块Creating省广集团营销数据池GIMCmarketingdatabase省广在打通全链域营销体系进行消费者路径优化的同时，更加注重私域管理GIMCnotonlyoptimizestheconsumerchannelwhileopeningupthewholedomainchainmarketingsystem,butalsoputsfocusonprivatetrafficmanagement域流量平台运营方法，对私域社交流量进行颗粒度的细化运营Byconstructingadedicatedandexclusiveprivatedomaintrafficplatformoperationmethod,theprivatedomainsocialtrafficwillbefine-tuned营followers营followersoperation数据建构运维dataconstruction,operation,andmaintenance公关传播及舆情管控itoringpublicopinion品牌营销服务上，省广进一步创新营销模式，助力企业重塑品牌竞争力Onbrandmarketingservice,GIMCcontinuestoinnovate,helpingenterprisestoreshapetheircompetitiveness品牌战略规划品牌战略规划brandstrategyplan品品牌传输branddissemination内容内容IPcontentIP媒介媒介营销品牌识别品牌识别brandidentification整合整合营销品品牌定位brandpositioning品品牌运营brandoperation场景营销场景营销scenemarketing品牌体验品牌体验brandexperience以创意内容模块化运用，高效率、严品质地配合品牌服务Creativecontentusedinmodule,alongwithhighlyefficientandqualitybrandservice齿轮式齿轮式工厂化创意洞察sightstematically集群，多方创意团队联合共创Adedicatedfull-timetudioclustervariousteamsworkjointlyforexcitingcreation独有全新G-IN平台融合独有全新G-IN平台融合IP+MCN+云技术BrandnewanduniqueG-INplatformendowedwithintegratedIP+MCN+cloudtechnology集成全网领先的跨平台网红/明星库，提供多维标签选择/方案定制/极速下单功能，提升创意和内容质量Leadingtalentpoolwithcross-platforminfluencersandcelebrities.Providingmulti-DEGREEallabel/customizedplan/fastorderservices,inhopetoassistcreativecontentproduction打通新营销业态体系，通过体系化G-IN平台充分为品牌IP与达人资源整合赋能Buildinganewsystemofnewmarketingbusiness.UsingsystematicGINplatformtointegrateandempowerbrandIPandinfluencerresources.GINGIN台注册机构1000+，eredinstitution，rs10亿Coveredfollower1billion+录入IP超1000P媒介投手媒介投手ligner案Writter抓住直播电商新风口，省广依托产业互联网及政策红利，积极打造直播电商新模式与方法论Withonlineshoplive-streamingtrending,currentdividendpolicy,andtheinternetindusty,GIMCisactivelydevelopingitslive-streamingmodeandmethodx专项专职直播团队搭建与完善专项专职直播团队搭建与完善iveingteam项目统筹Projectcoordinationbroadcaster策划PlanningCreative20省广期待能够与一汽-大众一起走用户型品牌之路se21数据来源：巨量引擎云图2.0，用户心智+词条联想Data:Massiveenginecloudphoto2.0,usersmind+associatedwords用户型品牌不应该是“保守的”Auser-basedbrandisnotmeantto“conservative”用户划上传统和保守的代名词传统自上而下说教型的宣传方式，已不适用今天的传播环境传统自上而下说教型的宣传方式，已不适用今天的传播环境tionaltopdowndidacticcommunicationmodeisnolongersuitablefortodayscommunicationenvironment用户型品牌不应该“高高在上”Auserbasedbrandisnotmeanttobequiet更贴近用户心智，与消费者引发共鸣，才是品牌营销明智之举losetotheusersmindandresonancewithconsumersisthesmartbrandmarketing心智认同的心智认同的高低与市场份额呈高度正相关数据来源：腾讯营销洞察&尼尔森，2021腾讯汽车行业内容营销白皮书Data:TencentMarketingInsight&Nielsen,2021TencentAutoIndustryContentMarketingWhitePaper23用户型品牌不应该“孤芳自赏”Auserbasedbrandisnotmeanttobealone真正被聚合looselyconnected一汽-大众超级APP在浏览资讯、互动体验、分享评论上尚待优化升级ioninteractionshareandcommentsstillAPP更多聚焦于车主使用功能不够生活化，优化一般同样影响体验usersbutthefunctionsarenotintimateenoughThesystemdstobeoptimizedforbetteruserexperience24走自己的用户型品牌之路核心要素：Thekeyfactorstowardsbeingauser-basedbrand一切为了用户产生行动的话题(人格化、人情味)AnyTOPICthatcanattractuserstomakeresponse25没有声量就无法激发用户行动我们要不断搞出话题NoSOVmeansnoresponseWeneedtoraisediscussion26话题要够大“大到让用户不得不看到”Ithastobeloudenougherscanhearus27话题要够深“深刻的洞察、深刻的情感共鸣”Ithastobedeepenough“In-depthinsightariseemotionalconnection”28话题要够奇“新奇的话题乐于讨论传播互动”Ithastobenovelenough“Noveltopicsaremoreeasilytobecommunicated”29话题的根本目的是为了销售转化聚集理念/价值观/情感认同的用户和跨界品牌talgoalofraisingdiscussionsistosellandretainrandsofthesameidealvaluethatarenallyconnectedwithus统品牌周年庆大都注重内宣打造性话题传播力的周年庆Traditionalbrandanniversariestendtofocusoninternalannouncementsbasedbrandshouldcreateananniversarywiththeionpowerofsocialtopics在这场革命中一汽-大众要升级为创新的营销公司走自己的用户型品牌之路持续做让用户产生行动的话题把传统的内宣工作变为社会化大事件Infaceoftherevolution,FAW-VolkswagenneedtoupgradeitselfintoaninnovativemarketingcompanyFormakingitswaytoauser-basedbrand,Continuingtoraiseeye-catchingtopicsthatcanariseusersinterestandactionisanecessityAndthereforetobuilda“FAW-VolkswagenPureElectricLifesuperecologicalzone”thatcanattractandretainusersTurntraditionalinternalannouncementsintosocialevent 目录Content01格局思考-汽车市场及竞争分析02一汽-大众30周年传播策略03一汽-大众30周年社会化传播策略04公司及服务团队介绍n何借三十年契机重塑用户关系？portunityofthethAnniversarytoreshapeuserrelationshipHowtomakethetopicofthe30thAnniversaryahit?ClawMeandI’llClawThee一汽-大众众三十年是一段典型的中国式投桃报李的完美关系meandIllclawtheenddevotiontoChinaeseconsumers资料来源：乘联会、中汽数据行业研究202036aSourceCPCACATARC高的品牌lty高的品牌ltyellingBrandInChinaPassengerCarMarket2020SalesData020年品牌忠诚度BrandLoyaltyin2020TheOnlyAutoEnterpriseWithAnnualSalesOfMoreThan2MillionUnitsBy2020最快实现1000万和2000万销量的车企TheFastestAutoEnterpriseInTheIndustryToAchieve10MillionAnd20MillionSales最高的品牌2020年品牌认知度BrandAwarenessin2020WhatExactlyDoesTheCommunicationOfThe30thAnniversaryOf知名度熟悉度吸引力忠诚度声量转化率……这些常规品牌KPI几乎全部第一都不是当前一汽-大众当前最迫切的品牌问题meConversionRatentBrandIssuesForCurrent元的品牌enterprisetoembracetheneweraofelectrification一汽一汽-大众30周年：“启新”“凡事过往，皆为序章”iversaryARenaissance“Everythingthathaspassedisaprelude.”2020年，是一汽-大众的“创变”之年，电动化、数字化转型又取得实质性突破，为行业转型提供样本经验。品牌电动化战略已经落地，基于MLBevo平台打造的C级豪华纯电SUV--奥迪e-tron去年9月在长春基地顺利下线；佛山华南MEB智慧工厂投产，首款基于全新MEB平台打造的ID.4CROZZ也于今年1月开启预售，一汽-大众正式跨入电动化的新纪元。2020isayearof"innovationandcreation"whenFAW-Volkswagenmadeasubstantialbreakthroughinelectrificationanddigitaltransformation,providingsampleexperienceforindustrytransformation.Intermsofelectrification,FAW-VolkswagenandAudi'sdual-brandelectrificationstrategyhasbeenputintopractice,andtheC-classEVSUVDeluxe-Audie-tronwentofflinesuccessfullyinChangchunbaseinSeptember2019.TheMEBSmartFactoryinFoshan,SouthChinawasputintooperation.ThefirstID.4CROZZthatwasproducedbasedonthenewMEBplatformhasalsobeenlaunchedforpre-saleinJanuarythisyear.FAW-Volkswagenhasofficiallyenteredaneweraofelectrification.和三十年前一样Asitwas30yearsago,大众义无反顾的“全仓”中国的电动汽车时代Volkswagenis"allin"onelectricalvehicleeraofChina.但这一次Butthistime,en40TheNextFAW-Volkswagen?蔚来瞄准BBA特斯拉一心只想做“大众”"Volkswagen".中国消费者依然需要电动车时代的“大众”是相信特斯拉会成为下一个“大众”依然是未知数wagenoftheehicleeranceagainItisstillunknown.41的影响，人们把大众与诺基落的巨头联系起来Duetosomemediaopinions,peopleassociateVWwithNokia,Kodak,andotherdeclininggiants.mm判不同性别城市、年龄占比演变年轻化的口号并不能解决问题现有庞大用户群的风险nationcannotsolveanythingosingtheexistinglargeuserbasewhichisalsocontrarytothemiddle-agedtrendofChinesecarmarket.资料来源：易车研究院资料来源：易车研究院42eYicheresearchinstituteJapaneseCarsAreCatchingUp.强劲对手的追赶大的燃油车用户基本盘aditionalstrongrivalssuchhugebaseofusersoffuelvehicles0%%5%58.20%54.80%50.50%50.00%42.70%0%00%8.00%8.10%10.00%%无提示品牌意识品牌熟悉度品牌吸引力第一选择一汽-大众本田丰田奥迪日产2月乘用车企轿车销量排行榜排名车企12月销量增长率1247.75%3497%4风日产9%56五菱37车49,6468,171%9丰田48,100丰田40,6392020年轿车市场按国别份额一汽丰田4.72%一汽丰田4.72%上汽乘用车4.77%上汽通用五菱5.17%一汽-大众11.86%上汽通用10.86%东风日产8.27%上汽大众8.49%吉利汽车5.50%%0%5.90%.00%0%0%0%0%0%%资料来源：乘联会客户输入43DataSourceCPCAinformationfromFAWVolkswagen44必须兼顾传统市场份额的同时还要对蓝海市场造成冲击，这并不容易FAW-Volkswagenmustbalancetraditionalmarketsharewhileithastomakeanimpactontheblueoceanmarket,whichisnoteasy.市场itionalCarMarket汽大众45合统一ftraditionandbreakthrough打破刻板印象展现一个更为鲜活的一汽-大众新形象lkswagen以重启消费者对一汽-大众焕新的最佳切入点juvenationofFAWVolkswagen证法veandnegative有人说“这是圆形”，另一个人反对说“不，这是正方形”圆和方是“矛盾”,但最后来了个人说你们都是对的，因为这是圆柱体，从一方面看就是正方形，从上面看就是圆形」Somepeoplesay"Thisisacircle.",whileothersdisapprovewith"No,thisisasquare.".Acircleandasquareare"contradictory",butfinallysomeoneputforwardanopinion:“Bothareright,becausethisisacylinder,asquarefromonesideandacirclefromthetop".46产生话题ConflictsGenerateTopicsadheringtotraditionbeingmatureandstableyetreformingtobreakthroughyetreformingtobreakthrough化continuingtobeatrustworthytraditionalautoenterpriseyetstartingtobeanewforceembracingelectrification47这场对话的主题——subjectofthisconversationIamnontraditional.48Iamnontraditional.oinsistonqualityandpersistonproductsastyearstocreateleadingtechnologiesoftheera,anddevelopanewspacewithintheframeworkional49Iam..nontraditional.eetyourexpectationsRelationshipNIOHouseNIOHouse来①完善用户服务运营体系②极致的车生活服务体系③打造线下鹏友见面会ceoperationsystemarlifeservicesystemtingwithXPengfriends和用户交朋友用户服务体验、服务、运营等各方面都以用户为核心erServiceExperienceProductsalesserviceandoperationarealluser-centered.ng致敬周年献给“最好”员工主VOLVOthe93rdAnniversary,For“Best”StaffsandCarOwners雪铁龙25周年“因你闪耀”传统的周年传播四大“套路”致敬周年献给“最好”员工主VOLVOthe93rdAnniversary,For“Best”StaffsandCarOwners雪铁龙25周年“因你闪耀”nesforanniversarycommunication感感恩GgCitroenthegCitroenthethAnniversaryhtisShiningBecauseofYouSAIC-Volkswagenthe35thAnniversary,PayTributetoEveryone表态JEEP80周年，越80越年轻JEEPthe80thAnniversary,the表态JEEP80周年，越80越年轻JEEPthe80thAnniversary,thepost80smuchyoungerDeclaration奔驰130周年的造车历史Benz’scar-makinghistoryof130yearsChevroletMalibuthe50thAnniversarySAIC-VolkswagenChevroletMalibuthe50thAnniversaryGreatBargainforAllModels改变从30周年开始Changestartswiththe30thanniversary播沟通策略FAW-Volkswagenthe30thAnniversaryCommunicationStrategy四大阶段打造一个[有人味儿]的朋友FourStageMakingFAW-VolkswagenATrueFriend全民扩散这个朋友有福利Allspreadthenewsthatthisfriendsendsgifts.情感共鸣这个朋友有温度Withemotionalresonance.Thisfriendissowarm.共创互动和朋友玩起来withfriends重塑人设重新认识大众age播沟通策略FAW-Volkswagenthe30thAnniversaryCommunicationStrategy四大阶段打造一个[有人味儿]的朋友FourStageMakingFAW-VolkswagenATrueFriend全民扩散这个朋友有福利Allspreadthenewsthatthisfriendsendsgifts.情感共鸣这个朋友有温度Withemotionalresonance.Thisfriendissowarm.共创互动和朋友玩起来withfriends重塑人设重新认识大众age重塑人设重新认识大众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高尔夫Golf 宝来Bora蔚领C-TREKCCallthepeakswithsingingheartily度七十自由飞tosoarfreelywiththespeedof70MP/H.oyGolfandgoodfortunecomeswithBora.standinthecenterpositionoflife.创新篇守独立篇个性篇OnPersonality#后·llpostion坚篇On创新篇守独立篇个性篇OnPersonality#后·llpostion坚篇OnPerseverance三三十周年·气氛组ry各行90后代表，与一汽-大众展开创意跨界合作，为三十周年庆典拉开预热序幕，引爆关注ostsfromallwalkscrossbordercooperationtokickoffiversarycelebrationanddrawheatattention.变魔术送惊喜NieYunchen'smagicshowwillsend传承非遗LiZiqiinheritsintangibleculturalheritagebydefthands.OnOnPerseveranceB车直播首秀StudentHewillgoonalivestreamingonBilibiliforthefirsttimedismantlingacar.唱跳秀0LiuYuxin'spersonalized0anddancingshow.1ntlovewhatIloveeryburstofinspirationFAWFAW-Volkswagen30thAnniversary·AtmosphereGrouppreneurinTEAAssetsover$4billionChina2Iamadaptableyetdifferent,sociablebutnotclannish,andIpursuepinionLeaderFAWFAWVolkswagenthAnniversary·AtmosphereGroupLin3FAWFAW-Volkswagen30thAnniversary·AtmosphereGroupideocreatorAmbassadorardintrospectmyselfyleseemeandus4sindailylifefollowmyfearbeingjudgedntityatthebeginningofthewordIdolFAWFAW-Volkswagen30thAnniversary·AtmosphereGroupleidolsnrbesChinaEliteUnder重塑人设：我是90后ld重塑人设：我是90后ldMyPersonaIamaposts喜茶CEO为大众把奶茶送到家打造一汽-大众×喜茶联名款茶饮定制包装，用户购买扫杯身二维码概率获得一汽打造一汽-大众×喜茶联名款茶饮定制包装，用户购买扫杯身二维码概率获得一汽-大众30周年纪念版车型优先购买权；avethepossibilitytogetaprioritytopurchaseEditionmodelafterscanningtheQRcodeonthesideofpurchasedcup.X惊喜andyouwillgetaspecialsurprise.CEOofHEYTEAdeliversteatoyourhome联动喜茶CEO聂云宸，邀请其驾驶一汽-大众车款亲自为车主送发InviteHEYTEACEONieYunchentodriveaFAW-Volkswagenmodeltopersonallyreleasethehotsearchtopic#CEOofHEYTEADeliverstheMilkTeatoYourHome#tocreatetopicaleventmarketinganddetonatepopularity送惊喜重塑人设：我是90后ldMy重塑人设：我是90后ldMyPersonaIamaposts经理创意拆车尽展独到智见LivetalkwithGMofFAW-VolkswagenCreativecar-dismantlingshowsuniqueinsightTalkwithZhanfuPan,GMofFAW-Volkswagen何同学现场连线一汽-大众总经理潘占福，打造一场跨界直播首秀，话题聚焦一汽-大众未来构想与发展理念，发布相关话ThefirstlivestreamingofStudentHetodismantleacar何同学发布B站、微博同步视频，通过汽车内部零件解析汽车漂移原理，带领用户了解大众汽车特征与配置，年轻话语解析品牌科技力；sitecreatingacrossborderlivedebutwithatopicfocusingonThefirstlivestreamingofStudentHetodismantleacar何同学发布B站、微博同步视频，通过汽车内部零件解析汽车漂移原理，带领用户了解大众汽车特征与配置，年轻话语解析品牌科技力；BilibiliandWeiboanalyzingtheprincipleofecarhelpingusersunderstandthefeaturesanderinale67李子柒——巧手传承非遗重塑人设：我是90后李子柒——巧手传承非遗重塑人设：我是90后ldMyPersonaIamapostsLiLiZiqi-Inheritingintangibleculturalheritagebydefthands非遗古法巧制内饰更添大众中国味儿Theupholsteryismadebytheancientmethodofintangiblegeents用蜀绣、活字印刷等非遗手工制作富含中国传统元素的定靠枕、编织座垫，制作成视频，提高话题度，大众官网上可搭配纪念版车型随心定制，扩大传播效果LiZiqiusedSichuanembroidery,movable-typeprinting,andotherintangibleculturalheritagetomakecustomizedcarbackcushionsandwovenseatcushionswithtraditionalChineseelements,andmadethemintoavideotoheatthetopic.ThesamestyleisavailableontheFAW-Volkswagenwebsite,andcanbecustomizedwiththecommemorativemodeltoexpandthecommunicationeffect.8打造创意车灯舞蹈秀，邀请30名车主跟随刘雨昕进行创意舞蹈《我是90打造创意车灯舞蹈秀，邀请30名车主跟随刘雨昕进行创意舞蹈《我是90后》共创，舞蹈使用一汽-大众车灯进行节拍与踩点的花式编排，社交媒体发布话题#刘雨昕带大重塑人设：我是90后ldMyPersonaIamaposts人车组合当人车组合当C位刘雨昕带大众“出道”gshowwithcarlightsgshowwithcarlightsivedanceIamapostswhichorthebeatandsteppingReleasethetopicalmediaandinteractwithfanstoraisethetopicheat.播沟通策略FAW-Volkswagenthe30thAnniversaryCommunicationStrategy四大阶段打造一个[有人味儿]的朋友FourStageMakingFAW-VolkswagenATrueFriend9全民扩散这个朋友有福利Allspreadthenewsthatthisfriendsendsgifts.情感共鸣这个朋友有温度Withemotionalresonance.Thisfriendissowarm.共创互动和朋友玩起来withfriends重塑人设重新认识大众age70•同期进入中国的品牌吐槽；•同期进入中国的品牌吐槽；ngeachotherwiththebrandsthatenteredriod•打造跨界超级品牌日；•Createacross-borderSuperBrandDay•一个病毒视频的话题传播；•Aviralvideospreadthetopic•PGC和UGC联动的社会化话题；•SocialtopicofPGCandUGClinkage•一个用户共创俱乐部•Auserco-creationclub共创互动和朋友玩起来 Play户共创圈互动on牌跨界••反向点评车评人打造话题；•Commentoncarcriticstocreateatopic•成立汽车人基金；•SetupChinaCarPeopleFund71品牌创意/魔性视频，更易上头洗脑，打造话题事件刷屏NorearNoreardrive,Notluxurious.Itsimpossiblebutit'sveryMate.凯迪拉克发布网络嘻哈风+魔性洗脑品牌广告，刷屏点赞，瞬间引凯迪拉克发布网络嘻哈风+魔性洗脑品牌广告，刷屏点赞，瞬间引社交流量Cadillacreleasedabrandadfeaturingonlinehip-hopstyleandmagicbrainwashing,whichtriggeredfloodLIKESandinstantlytriggeredsocialtraffic.刷屏社交圈Huaweiproducedaseriesofcreativepopularvideosofsellingpointsofnewphones,triggeringfloodLIKES,whichbecameahitinsocietyforitscreativity.72说话说话算数Theso-calledwaytogetalongisjusttoinsistthatwordscount.&节奏rapsRhythmRap朋友搞乐队的，临时有个演出，有个成员生病了，所以让帮忙去撑场子：Afriendwhoisinabandhasatemporarygigandoneofthemembersissick,soheasksyouforhelptoholdtheshow.“你可得说话算数啊”“我必须说话算数啊”"Youhavetokeepyourword."Ihavetokeepmyword."然后上场是打算盘的节奏+说话式RAP(珠算口诀)，帮忙完成了演出ThentherhythmoftheabacustalkingRAPabacusrhymescomeonthestage,whichhelpscompletetheshow.亮亮的剪「漂亮不一定要减脂，还可以通过剪纸」esmakeoneprettysodoespapercuttingBodyshapingaughtertriesonclothesshejustboughtthatdontfitIwannadobodyshaping一张剪纸，最后孙女不开心andmotherbringsherapapercuttingwhichfinallymakesgranddaughterunhappyNotpapercuttingGrandmotherusedthepapercuttingcrafttoredesigntheclothes.Granddaughterinstantlybecamebeautiful.“最后还不是用了奶奶的剪纸”Grandmaspapercuttingfinallydoesafavor"漂0273法7374唱唱反「用经典制造惊喜，京剧也可以爆金句」heclassicstocreatesurprisesBeijingoperacanalsomakeahitStandupComedyAPekingAPekingOperaactorgoestoaninterviewforastand-upcomedycompetition.调“爱好”——“我喜欢低调”“工作内容？”——“平时负责高调”“说说特长”——“擅长唱反调”esIliketokeepalowprofileJobdescriptionUsuallyresponsibleforkeepingahighprofileTellusaboutyourspecialtiesIamgoodatsingingadifferenttune."“我看是你不着调”——“老师您说话都找不着调了~”nkyouareinsaneSiryoucantevenfindyourowntune剧演员，不是故意唱反调aPekingOperaactornotsingingadifferenttuneonpurpose.75「谁说battle只有输赢，皮一下也很开心」joke!”后titionisonlyaboutwinningandlosingitsalsoafunjoke!”后皮影戏&街舞ShadowPuppetry&StreetDance面跟街舞达人看上同一个旧操场，想作为训练场地，谁也不让谁，街舞达人要比试比试SomeoneandahiphopmasterfancythesameoldplaygroundTheywanttobeusedasatraining“我后面有人，都是祖传的功夫”有venue.Nooneisallowed.Thetwopeople“我后面有人，都是祖传的功夫”有“你等着，晚上见”ebehindmetheyareallkungfuinheritedfromtheancestorsoutonight后约好地点比试，原来是皮影戏高手，幕布后面的确很多人，皮影戏街舞battleeanappointmentforacompetitionItturnsoutthatheisamasterofshadowpuppetryThereareindeedmanypeoplebehindthecurtainShadowpuppetcraftsmanandhip-hopmastercontestbegan.人ehindme76性洗脑式视频广告创意我非.常传统IAmNon-traditional.77《我非/《我非/常传统》燃78《我非/常传统》燃燃《我非/常传统》燃燃《我非/常传统》TVC社会化传播路径Thesocialcommunicationpathof"Iam…non-traditional"TVC视频号同步推送UGC混剪WeChatChannel视频号同步推送UGC混剪WeChatChannelAccountsynchronouslyixes官博发布#我非/常传统#话题easesthetopicofImnontraditional#ustomizecreativetemplateUGCgeneratesels视频号推送，引发网友点赞刷屏，裂变传播WeChatChannelAccount视频号推送，引发网友点赞刷屏，裂变传播WeChatChannelAccountputsforwardvideomixestotriggernetizenstolikeandbloodthescreen,spreadingthevideo.发布话题，邀请网友发散传统文化符号的新潮玩法Releasethetopicandinvitenetizenstodistributenewtrendywaystoplaywithtraditionalculturalsymbols生成魔性视频OfficialTikTokAccountreleasesTVC,accordingtowhichnetizensgeneratemagicalvideos.#我非/《我非/常传统》燃燃燃79赏d80Cross-CountryYouthofBuddhist-StyleseofBuddhistStyle81TheQueenofParkourKeepinginGoodHealthorParkour82Electro-Music-Slacker83发起非/常传统挑战赛，发酵扩散ionalchallengeandmakeit发起非/常传统挑战赛，发酵扩散ionalchallengeandmakeitfermentandspread.热搜话题，吸引用户参与打卡认证TopicsinTopTrendingattractuserstopunchnforcertification话题互动，吸引用户参与#我非/常传统大会认证cswithinteractionattractuserstoparticipatein#IamNon-traditionalmeetingforcertification.我非/常传统画像挑战传统文化符号潮流录Challengetrendyplayoftraditionalculturalsymbols;Challengethecoolestandmostvaliantportraitquotes#我非/常传统《我非/常传统》H5画像社会化传播路径fIAmNontraditionalthroughHPortraitHH播traitfissionlikesharepread成专属画像，社交分享ClickonH5,generateyourportraitthroughevaluation,andshareitsocially.传传不传统，你说了算，点击生成你的画像Clicktogenerateyourportrait.dewhethertobetraditionalornot.打造最好玩的非·--打造最好玩的非·--eatetheMostFunandNonitionalClub林庙会ir用户共创美食stival用户共创乐队ersraphyProgrammingCont用户共创潮品yUsersst用户共创配方Users用户共创体验ebyUsersstory84创85notemplefairwithMicheliniseverseen.VWVWUsersCo-creationProject86德供米其林厨艺教学；anYanTakInvitethefirstMichelinchefofChinatoshowhisculinaryskillsonsiteandprovideMichelincookinginstruction.车主共创米其林菜品createMichelindishestogether车主PK厨艺，大厨选拔优秀菜品收录米其林三星店“新荣记“菜单；sThechefwillselectthebestdishestobeincludedinthemenuof"XinRongJi",athree-Michelin-starrestaurant.用户共创-1Co-CreationbyUsers-1米其林庙会—打造大众共创的非常传统盛宴在车在车后备箱办庙会hetrunkofacar：中国北京庙会是老北京地域文化特色，借大家喜闻乐见的庙jingChinaAtemplefairisacharacteristicoftheoldBeijingculture,andacartrunkfairisbeingheldatthetimeofthepopulartemplefair.87ctromusicChinesetraditionalSuonahorncouldreallygoesstraighttoyourhead.VWVWUsersCo-creationProjectsicFestival88—打造史上首场唢呐电音节—打造史上首场唢呐电音节FestivalCo-CreationbyUsers-2唢呐电音节SuonaSuona-Electro-葛优领衔发起“非常传统乐队”alBand影帝葛优作为领衔人，发起组建乐队的邀请，KOL转发响应，全民招募队员，才艺展示票选最高的TOP3入选，乐队正式成立出道；GeYou,amovieking,astheleader,initiatedtheinvitationtoformaband,KOLforwardedtheresponse,andrecruitedbandmembersfromthemass.史上首场唢呐电音节ThefirsteverSuonaSuona-Electro-MusicFestival现场葛优、刘雨昕、闫永强唢呐炸场，与队员登台演出，电音串烧，全程直播，现场+线上分别选定下一组乐队成员，进行乐队权益交接；GeYou,LiuYuxin,YanYongqiangusesuonatomakeaboominglive,andperformwithmembersoftheband,electro-musicmix,whichwillbeafulllivebroadcast.Nextgroupofbandmemberswereselectedbothon-siteandonline.Thehandoverofbandinterestswillbedone.个唱完就散的乐队Abandthatbreaksupaftersinging.将用户共创的乐队打造成大众的现象级IP，曲终人散、意犹未尽，圈粉潜在用户；Theco-createdbandbyuserswillbepackagedintoapopularphenomenalIP.Attheendofthesong,peoplearenotyettired.Getpotentialfans.89Butfewcanwritewithabrush.WUsersCocreationProjectgContest90dewillbewrittenondewillbewrittenonclothes装秀：花式玩转潮牌showplayingwithtrendybrandsinafreestyle.Xingname“我非/常传统";ingdate"8thApril,21";静蕾XuJinglei用户共创-3Co-CreationbyUsers-3书法编程大赛—编程艺术的另类展现，有内味了entation—编程艺术的另类展现，有内味了entationofprogrammingartgivesspecialfeelinglligraphyProgrammingContest与潮流运动品牌中国李宁跨界，用户线上上传书法代码作品，将代码与潮流运动品牌中国李宁跨界，用户线上上传书法代码作品，将代码印在衣服上CrossoverwiththetrendysportsbrandChinaLiNingallowsuserstouploadtheircalligraphycodeworksonlineandprintthecodeontheirclothes.打造线下编程时装周，用户上传毛笔写代码定制服装作围作品将在时装展上展出Offlineprogrammingfashionweekallowsuserstouploadcodewritingwithbrushesforcustomizingclothingworks,andfinalistswillbedisplayedinthefashionshow线下手写编程大赛，活动线上全网直播；InviteHulan,aformerprogrammerrepresentative,andXuJinglei,acelebritycalligraphyrepresentative,toholdanofflinehandwritingprogrammingcontest,withtheeventbroadcastliveonthewholenetworkonline.Stringname“我非/常传统";Stringdate8thApril,2021";91ChineseChineseherbsandmilkteaareaperfectmatch.Onlywhenyourtonguetipexperiencesaburstofflavoursisitcalledachokehold.WUsersCocreationProject线线下：大众4S店品茶室tearoom体验Userrightsandinterests,terminalupgradeexperience•选取成都、北京、上海等代表性城市，标杆4S店打造成品茶室，对于配方被采用并研发出品的用户，享受无限续杯权益；epresentativecitiessuchasChengduBeijingShanghaichmarkSstoreswillbeselectedtobechangedintoteaomsForuserswhoserecipeswereadoptedanddevelopedanunlimitedrefillrightwillbetheirpriority.92打造联名款奶茶打造联名款奶茶ktea跨界圈粉，中草药奶茶正式出街crossoverfansChineseherbalmilkteaisutonthestreetCo-CreationbyUsers-4HerbalMilkTea——用户共创配方，大众的口味最对味Co-createdrecipebyusersthepopulartasteisthebest线上：大众配方实验线上：大众配方实验室bndpromotetheideaofco-createdrecipebyusers.•创建官方帐号，线上实验室成立，用户可在各热门平台大胆自己的配方，权威健康师监制，每月选定一位用户配方，研制出品；•Createanofficialaccount,andsetupanonlinelab.UsersnboldlyproposetheirownrecipesonvariouspopularAuthoritativehealthpractitionerssupervisetheesandselectonerecipepermonthtodevelopaproduct.93WhoWhosaysthereisonlyheavilyoldhistoryWUsersCocreationProjecte94城市快闪视觉博物馆Urbanflash城市快闪视觉博物馆Urbanflashvisualmuseum1991名大众的作品，打造成城市快闪博物馆；Synthesisoftheworksfromthemasswillcreateanurbanflashmuseum.CyberOldPalace-集结大众想象合成视觉博物馆Putthepublic'simaginationtogetherandcombinethemallintoavisualmuseum.通过官方发起，打造属于用户共创共享的经典潮玩空间，赛博朋克风与经典故宫的反差融汇，使用户能够充分参与，刷新对大众品牌的传统感知；theofficialinitiativewewillcreateaspaceofclassicfunandgamessharedbyusers,rethecontrastbetweencyberpunkandtheclassicOldPalaceallowsuserstofullyparticipatendrefreshthetraditionalperceptionofpopularbrands.大众的想象力集结ally用户通过摄影，拍摄自己想象中的相关(赛博/故宫)元素，官方采集，并投票选用；Userstakephotosof