文:Carol He
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/KUNIbGAZ4akOvlEVmU6xmddpB2RrWrYOH8hv3YB2.png)
01
拆解双节不同“目的地”的情感内核
聚焦每个生活场景下的陪伴
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/vHfq9Q2o7u6lNJT9pcmV9G708TlLiiYCIwWzHKpB.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/TQay7lt4GpPvU2OdqHbJIL03QNN9L3grebHITY17.png)
02
线上话题造势,线下场景营销,
全域渗透国民生活
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/tqoRk0HriGFhx0ujLOvSyas7awrdpRuKVn64ZB9r.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/xwzE4RSfqZrGe2vPj7h8f3d1GePDes02YQb6bdCi.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/YMnipIk4ehJCLewrH4kNfqe49PILxWCU6yAt9wg7.jpg)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/8KGePxMseVMl3MHREX8ERpJHMfM0MWWV8Mz11eyU.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/s059F3qYyLDlZmWzT6KyZZ4zi7xtYMtJ48yCox01.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/EeBYQFC07UQKAW3PcqhSTLv4JWogg19pGRS9vXwf.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/74P2fDK0HtNRm5qekKaJ64I9wPcU63sgamRDHjik.png)
03
硬核产品实力
成为奔赴国民内心“目的地”的纽带
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/zvsz3pMZipTQxBiwxvEPOcPucCldj22Ilj7d6nVP.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/OumvhnKurWqIibXlQYBUYiZ2edZhbAbz6q41AIsX.jpg)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/Cvk8Gc1R9M6EnacjnW1nt09rCiv3wbqqgo1bReSi.png)
![](https://cdn.img.foodaily.com/images/articles/2023/10/10/0zRS2SdmqWSOi8wVSaZsk1ck71zuyutZMGdqnmfz.png)
04
总结
凯度消费者指数在《2023年品牌足迹》中国市场报告指出,伊利以近13亿的消费者触及数在排行榜上独占鳌头,位列“2022年中国消费者十大首选品牌榜单”榜首,创下连续11年中国市场“首选品牌”的市场纪录。
复盘伊利液态奶的双节营销策略,从双节主题视频引爆国民热情,到联动达人推动话题热议引发破圈,伊利液态奶始终以国民需求为核心,以产品为引线,进一步加深了品牌和消费者的深度链接。
我们也期待,伊利液态奶未来将携更多优秀的产品和更动人的故事,为大众带来更多惊喜。
评论