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    中國營銷傳播網 > 動態 > 營銷 > 正文

    從618天貓開店,看懸念式營銷如何操作


    www.guizhouzc.com 2019年06月18日 15:00   ----


      這個618,天貓開了一家店。肯定有群眾不服:天貓不本來就是開店的平臺嗎?不不,此店非彼店,這次是天貓自己要開旗艦店。

      從6月10日天貓官宣要開店,引爆話題,到13日別光想旗艦店H5上線,真相揭曉,短短3天時間,微博話題#別光想旗艦店#曝光量破6億!現象級傳播量讓人有一種去年雙十一天貓出走事件的既視感。

      這次天貓是怎么做的呢?讓我們來復盤一下這波騷營銷的操作過程。

      “天貓開店”事件復盤

      10號,天貓官宣要開店,名為“別光想旗艦店”,迅速話題引爆,一波粉絲喊話要求天貓賣代言人易烊千璽。

      不光大批網友蜂擁而至,媒體也點燃了八卦之魂,《中國新聞周刊》《中國日報》《南都周刊》《中國經營報》《新聞晨報》《半月談》等多家權威媒體也跟進猜測天貓這家店要開在阿拉善沙漠中央,還傳著這是天貓第一家實體店。



      很快天貓就出來辟謠了,以上猜測完全不實,這是一家線上店,將于13日正式上線。

      然后,天貓就在全網征集店鋪合伙人,賣什么合伙人說了算,引發全民UGC狂潮,不僅眾多品牌、萌寵類博主、垂直類博主都紛紛展示自己的特長以及壓箱底好物來競選,網友也鋪天蓋地過來應征,紛紛秀出了自己的特長。微博上#別光想旗艦店#話題瞬間集中了萬千段子手,比如“特別胖,有一箱子的肉”“特別招蚊子咬”“白眼翻得特別好”“特別能做夢”,成為網友自嘲、吐槽以及傾訴的導火索,上線3天話題破6億!









      隨即到了6月13日真相揭曉的時刻,#別光想旗艦店#正式上線營業,原來這家店真身其實是一個H5,賣的是品牌驚喜好貨、明星限量周邊、理想發光故事,還有現金大獎和幫還花唄名額,最大的亮點是不!要!錢!

      天貓這次“開店”聯動了李子璇、韓沐伯、秦奮3大明星榮譽店長、7個故事大號和16個品牌合伙人,包含it、太平鳥、雷朋、H&M、VictoriasSecret、MAKE UP FOR EVER、安熱沙、NARS、怡麗絲爾、Whoo后、美的、小狗、babyliss、科沃斯、旺旺、RIO等商家。





      那么,怎樣能搶到這些不要錢的好東西?很簡單,只需要打開手機,摩擦!天貓這次推出的H5給了網友一盞神燈,驚喜好貨、明星周邊、治愈故事、現金大獎“循循善誘”,網友鬼畜摩擦,根本停不下來。



      預熱前期征集店鋪合伙人微博轉發破百萬,討論量破150萬,超過100家品牌和自媒體參與互動,H5在13日0點上線,目前uv已破百萬。開店一案最終告破,天貓這次又輕松收割6億流量,這波騷操作讓人服氣!



      懸念營銷,搞事情

      回顧整個事件營銷過程,話題之所以能迅速發酵,最核心的傳播要素是懸念。

      正如短視頻對互聯網流量分布的顛覆式“侵占”,當前的移動互聯網生態下,無論是文娛,還是商業,對于B端而言,C端最大的價值在于其注意力。而要想收割C端用戶的注意力,一個恰到好處的懸念會有先聲奪人之效,并容易引發病毒式傳播。

      這次天貓開店事件,天貓官宣了開店的時間和店鋪的名稱,唯獨最重要的賣什么秘而不宣。本來賣賣賣的天貓在天貓開店,就是一個有效的噱頭,賣什么顯然是最大的懸念。

      還不僅僅是簡單的一次官宣,看熱鬧不嫌事大,一波權威媒體的外圍猜測則火上澆油,同時也通過嚴肅媒體的渠道再擴一輪傳播范圍,增加了話題滲透度。

      而移動互聯網時代的用戶,最大的特點是極強的互動參與性。在拋出話題引發關注之后,天貓適時地打開網友參與渠道,全網征集店鋪合伙人,本已八卦之魂熊熊燃燒的網友們立刻打開了UGC的關卡,話題引爆成為定局。



      話題親民,擊痛點

      正如受眾在閱讀新聞時遵循“后院籬笆原則”的求近心理一樣,接近性也是營銷的基本要素之一,一個營銷事件與受眾在地理、性別、思想和情感等方面的關聯程度越緊密,受眾就越關心,越樂于接受、喜歡接近。

      此次天貓開店打出的口號是“別光想”,一下子切中了當下年輕族群的執行力痛點。如同當年胡適在日記里無數次反省自己打牌浪費時間,然而又戒不掉一樣,很多年輕人每周日都發誓下周要做個好人,然而第二天就開始刷微博、打游戲、煲肥皂劇。

      沒錯,揭年輕人最痛的傷疤,拖延癥!

      當然,僅僅揭傷疤博關注度的營銷不是好營銷,天貓拋出話題,引發討論,也給出了最治愈的“藥方”。想要理想生活,就要做個行動派,此次天貓聯合7個故事大號,在H5中給用戶奉上了暖心又勵志的故事。



      形式鬼畜,蹭熱度

      這一段時間《阿拉丁》電影正在熱映,很多人看得心癢,要是自己也有這么一盞神燈就好了,善解人意的天貓這次推出的H5就是給了網友一盞神燈,網友需要通過摩擦神燈實現愿望。可以說,天貓用最鬼畜的形式和各種驚喜好貨、明星周邊、治愈故事、現金大獎,帶最火的節奏。

      形式又好玩又“實在”,抽獎品、拿周邊、看故事、贏紅包,最大程度滿足各類人群的娛樂需求。即使擦不到獎品獎金,H5本身的參與性就很高。



      好的營銷需要洞察受眾心理,深度對接人性,同時形式又要出其不意。拋話題、帶節奏、上熱搜,天貓這次開的這家“別光想旗艦店”,又是一個現象級營銷案例。



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