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1 弱植入情感公式
頭部泛娛樂+弱植入=溫度種草
KOL的溫度種草
對(duì)關(guān)注者而言
KOL是與自己意氣相投、值得信任的云朋友
對(duì)于品牌而言
KOL有生動(dòng)的人格，有創(chuàng)意的表達(dá)，有與消費(fèi)者接近的親和力，他們更能賦予產(chǎn)品以真實(shí)鮮活、有溫度的內(nèi)容價(jià)值
舉例：食飲行業(yè)新消費(fèi)品牌小懶氣泡水
以小紅書和抖音為核心陣地
小紅書：主打產(chǎn)品健康特點(diǎn)，結(jié)合產(chǎn)品飲用場(chǎng)景植入合作
抖音：以#停止emo及時(shí)小懶#話題，與多位劇情搞笑KOL合作，以劇情創(chuàng)意弱植入為內(nèi)容核心
用溫度種草引發(fā)消費(fèi)者共鳴，為產(chǎn)品賦予情感價(jià)值力
2.強(qiáng)種草喚醒公式
腰部直系垂類+強(qiáng)種草=新需求+新自我
當(dāng)下消費(fèi)者特性
悅己且自律，多元又多變
關(guān)注東方美，開啟新中式
追求新科技，注重小而精
舉例：女性服飾新消費(fèi)品牌Ubras
博主類型：美妝、時(shí)尚屬性KOL為核心
重點(diǎn)發(fā)力平臺(tái)：微博、小紅書、抖音，與腰部直系垂類KOL和大量KOC合作
內(nèi)容
標(biāo)題：精準(zhǔn)錨定小胸女性人群
口播：表明對(duì)舒適性的核心訴求
痛點(diǎn)：將內(nèi)衣劃分為舒適型和聚攏型兩大類，分別闡述類型化產(chǎn)品的痛點(diǎn)
3 場(chǎng)景化代入公式
延伸垂類KOL+場(chǎng)景化=沉浸式代入
炒概念不如談體驗(yàn)，賣產(chǎn)品不如聊生活，場(chǎng)景化會(huì)讓消費(fèi)者的向往具象化
舉例：智能小家電行業(yè)新消費(fèi)品牌追覓
KOL深度測(cè)評(píng)+場(chǎng)景種草
以博主自己的家作為場(chǎng)景，將智能家電產(chǎn)品融入其中，打造場(chǎng)景化種
弱化產(chǎn)品的技術(shù)解讀，轉(zhuǎn)而以使用情景，激發(fā)代入感
9張生活空間場(chǎng)景圖提升產(chǎn)品實(shí)物的存在感
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