[{"data":1,"prerenderedAt":303},["ShallowReactive",2],{"case-bargain-activity":3,"case-related-bargain-activity":92},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"slug":10,"year":11,"industry":12,"tags":13,"body":18,"_type":86,"_id":87,"_source":88,"_file":89,"_stem":90,"_extension":91},"\u002Fcases\u002F40-bargain-activity","cases",false,"","某零售品牌 · 砍价拼团活动","社交裂变型砍价拼团营销活动，用户邀请好友帮砍达到底价后下单，平台据此实现低成本拉新与活跃。","bargain-activity",2016,"营销互动",[14,15,16,17],"零售","砍价","拼团","裂变",{"type":19,"children":20,"toc":80},"root",[21,29,35,40,70,75],{"type":22,"tag":23,"props":24,"children":26},"element","h2",{"id":25},"项目背景",[27],{"type":28,"value":25},"text",{"type":22,"tag":30,"props":31,"children":32},"p",{},[33],{"type":28,"value":34},"砍价模式在 2016 年随拼多多走红被零售品牌借鉴。客户希望试水社交裂变玩法，但需要可复用的活动产品而非一次性外包。",{"type":22,"tag":23,"props":36,"children":38},{"id":37},"主要内容",[39],{"type":28,"value":37},{"type":22,"tag":41,"props":42,"children":43},"ul",{},[44,50,55,60,65],{"type":22,"tag":45,"props":46,"children":47},"li",{},[48],{"type":28,"value":49},"商品配置（原价、底价、最低成团数）",{"type":22,"tag":45,"props":51,"children":52},{},[53],{"type":28,"value":54},"砍价邀请链路（自己砍 \u002F 好友砍）",{"type":22,"tag":45,"props":56,"children":57},{},[58],{"type":28,"value":59},"拼团成团逻辑（人数 \u002F 时间）",{"type":22,"tag":45,"props":61,"children":62},{},[63],{"type":28,"value":64},"风控：刷砍 \u002F 重复账号",{"type":22,"tag":45,"props":66,"children":67},{},[68],{"type":28,"value":69},"后台数据看板（裂变层级、转化漏斗）",{"type":22,"tag":23,"props":71,"children":73},{"id":72},"沉淀价值",[74],{"type":28,"value":72},{"type":22,"tag":30,"props":76,"children":77},{},[78],{"type":28,"value":79},"是浩途首次完整实现\"裂变型增长产品\"，与红包活动底座互补——前者重曝光、后者重转化。",{"title":7,"searchDepth":81,"depth":81,"links":82},2,[83,84,85],{"id":25,"depth":81,"text":25},{"id":37,"depth":81,"text":37},{"id":72,"depth":81,"text":72},"markdown","content:cases:40-bargain-activity.md","content","cases\u002F40-bargain-activity.md","cases\u002F40-bargain-activity","md",[93,163,233],{"_path":94,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":95,"description":96,"slug":97,"year":98,"industry":12,"tags":99,"body":103,"_type":86,"_id":160,"_source":88,"_file":161,"_stem":162,"_extension":91},"\u002Fcases\u002F52-basketball-marketing","某体育 IP · 篮球营销平台","围绕篮球赛事 IP 的活动营销与粉丝互动平台，整合赛事直播预告、竞猜、球迷打榜、周边商城。","basketball-marketing",2020,[100,101,102],"体育 IP","篮球","营销",{"type":19,"children":104,"toc":155},[105,109,114,118,146,150],{"type":22,"tag":23,"props":106,"children":107},{"id":25},[108],{"type":28,"value":25},{"type":22,"tag":30,"props":110,"children":111},{},[112],{"type":28,"value":113},"体育 IP 在 2020 年线下赛事受疫情影响后转向线上互动。客户希望借此机会建立\"赛事 + 内容 + 球迷\"的数字化运营平台，巩固既有粉丝群体。",{"type":22,"tag":23,"props":115,"children":116},{"id":37},[117],{"type":28,"value":37},{"type":22,"tag":41,"props":119,"children":120},{},[121,126,131,136,141],{"type":22,"tag":45,"props":122,"children":123},{},[124],{"type":28,"value":125},"赛事直播预告与回放",{"type":22,"tag":45,"props":127,"children":128},{},[129],{"type":28,"value":130},"比赛竞猜（积分玩法）",{"type":22,"tag":45,"props":132,"children":133},{},[134],{"type":28,"value":135},"球员 \u002F 球队粉丝打榜",{"type":22,"tag":45,"props":137,"children":138},{},[139],{"type":28,"value":140},"周边商品商城",{"type":22,"tag":45,"props":142,"children":143},{},[144],{"type":28,"value":145},"粉丝社群与签到",{"type":22,"tag":23,"props":147,"children":148},{"id":72},[149],{"type":28,"value":72},{"type":22,"tag":30,"props":151,"children":152},{},[153],{"type":28,"value":154},"让浩途的营销中台扩展到\"长链路 IP 运营\"领域，与户外活动、自行车定向赛等\"轻活动\"形成对照。",{"title":7,"searchDepth":81,"depth":81,"links":156},[157,158,159],{"id":25,"depth":81,"text":25},{"id":37,"depth":81,"text":37},{"id":72,"depth":81,"text":72},"content:cases:52-basketball-marketing.md","cases\u002F52-basketball-marketing.md","cases\u002F52-basketball-marketing",{"_path":164,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":165,"description":166,"slug":167,"year":168,"industry":12,"tags":169,"body":173,"_type":86,"_id":230,"_source":88,"_file":231,"_stem":232,"_extension":91},"\u002Fcases\u002F45-beauty-activity-2017","某美妆品牌 · 互动营销活动","围绕节日（情人节 \u002F 七夕 \u002F 双 11）的品牌互动营销活动，结合美妆 IP 与社交分享玩法，承接电商导流。","beauty-activity-2017",2017,[170,171,172],"美妆","节日营销","互动",{"type":19,"children":174,"toc":225},[175,179,184,188,216,220],{"type":22,"tag":23,"props":176,"children":177},{"id":25},[178],{"type":28,"value":25},{"type":22,"tag":30,"props":180,"children":181},{},[182],{"type":28,"value":183},"美妆品牌方在节日节点投入较高营销预算。客户希望在已有联合签约平台的基础上，做一波带电商导流的互动活动，把渠道侧的内容资源利用起来。",{"type":22,"tag":23,"props":185,"children":186},{"id":37},[187],{"type":28,"value":37},{"type":22,"tag":41,"props":189,"children":190},{},[191,196,201,206,211],{"type":22,"tag":45,"props":192,"children":193},{},[194],{"type":28,"value":195},"节日主题 H5（情人节互测 \u002F 七夕配对）",{"type":22,"tag":45,"props":197,"children":198},{},[199],{"type":28,"value":200},"美妆产品种草内容",{"type":22,"tag":45,"props":202,"children":203},{},[204],{"type":28,"value":205},"用户分享解锁优惠券",{"type":22,"tag":45,"props":207,"children":208},{},[209],{"type":28,"value":210},"与签约 KOL 内容联动",{"type":22,"tag":45,"props":212,"children":213},{},[214],{"type":28,"value":215},"电商落地链路（天猫 \u002F 京东 \u002F 自营）",{"type":22,"tag":23,"props":217,"children":218},{"id":72},[219],{"type":28,"value":72},{"type":22,"tag":30,"props":221,"children":222},{},[223],{"type":28,"value":224},"将红包\u002F签约\u002F电商三端串通，进一步把营销活动从\"传播\"延伸到\"成交\"。",{"title":7,"searchDepth":81,"depth":81,"links":226},[227,228,229],{"id":25,"depth":81,"text":25},{"id":37,"depth":81,"text":37},{"id":72,"depth":81,"text":72},"content:cases:45-beauty-activity-2017.md","cases\u002F45-beauty-activity-2017.md","cases\u002F45-beauty-activity-2017",{"_path":234,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":235,"description":236,"slug":237,"year":11,"industry":12,"tags":238,"body":243,"_type":86,"_id":300,"_source":88,"_file":301,"_stem":302,"_extension":91},"\u002Fcases\u002F26-soe-bank-olympic","某国有大行 · 奥运主题营销活动","围绕奥运 IP 的客户互动营销活动：客户支持代表队投票、知识竞答、奥运纪念金币兑换、加油打榜。","soe-bank-olympic",[239,240,241,242],"银行","微信","奥运","IP 营销",{"type":19,"children":244,"toc":295},[245,249,254,258,286,290],{"type":22,"tag":23,"props":246,"children":247},{"id":25},[248],{"type":28,"value":25},{"type":22,"tag":30,"props":250,"children":251},{},[252],{"type":28,"value":253},"里约奥运是 2016 年品牌营销重要节点。客户希望借奥运 IP 做一波 toC 客户互动，与积分体系、卡券权益打通，避免\"做了一波就消失\"的传统活动模式。",{"type":22,"tag":23,"props":255,"children":256},{"id":37},[257],{"type":28,"value":37},{"type":22,"tag":41,"props":259,"children":260},{},[261,266,271,276,281],{"type":22,"tag":45,"props":262,"children":263},{},[264],{"type":28,"value":265},"代表队投票（按运动项目分类）",{"type":22,"tag":45,"props":267,"children":268},{},[269],{"type":28,"value":270},"奥运知识竞答（H5 + 公众号）",{"type":22,"tag":45,"props":272,"children":273},{},[274],{"type":28,"value":275},"奥运纪念金币 \u002F 周边兑换",{"type":22,"tag":45,"props":277,"children":278},{},[279],{"type":28,"value":280},"加油打榜与好友分享裂变",{"type":22,"tag":45,"props":282,"children":283},{},[284],{"type":28,"value":285},"与积存金、信用卡积分联动",{"type":22,"tag":23,"props":287,"children":288},{"id":72},[289],{"type":28,"value":72},{"type":22,"tag":30,"props":291,"children":292},{},[293],{"type":28,"value":294},"红包营销底座的延展应用，证明同一套引擎可以承接 IP 主题营销，进一步降低未来类似活动的开发成本。",{"title":7,"searchDepth":81,"depth":81,"links":296},[297,298,299],{"id":25,"depth":81,"text":25},{"id":37,"depth":81,"text":37},{"id":72,"depth":81,"text":72},"content:cases:26-soe-bank-olympic.md","cases\u002F26-soe-bank-olympic.md","cases\u002F26-soe-bank-olympic",1780542370319]