(简体中文) 品牌营销+MCN,爱点击实力打造KOL新阵营
2019-05-17

(简体中文)

品牌营销+MCN,爱点击实力打造KOL新阵营

2019年05月15日 —— 埃森哲最近的研究显示,超过70%的中国95后消费者更喜欢通过社交媒体直接购买商品,而这一比例在全球的平均水平为44%。年轻用户的消费习惯为国内社交电商和网红经济的发展提供了得天独厚的机遇。

经过深入的消费者洞察与市场研判,爱点击互动亚洲集团有限公司(NASDAQ:ICLK)作为中国领先的独立在线营销与企业数字化运营解决方案提供商,于2018年开始正式涉足MCN领域,并首创“品牌营销+MCN”一体化解决方案,为品牌主打造营销新玩法。在内容为王及社交分享渐成主流的市场环境下,国际彩妆品牌KATE等知名企业已率先采用此方案,并成功达成超乎预期的品牌口碑与线上销量。

【案例】在爱点击携手知名生活方式分享社区小红书为KATE策划执行的营销项目中,”品牌营销+MCN”模式助力KATE产品发布活动当月新增650万曝光量,销量环比增长5.5倍——短期内即成功提高品牌热度和声量,带动口碑和店铺销量爆发。

如今,爱点击已搭建起了由数百位知名KOL组成的红人阵营,更提供KOL商业价值开发、优质内容定制、整合营销项目策划管理等服务。爱点击执行营销副总裁江坚炜表示:“此前,爱点击在营销业务核心领域取得了卓越的市场表现。如今我们进一步强化爱点击在垂直领域的优势,通过品牌营销+MCN的模式,帮助品牌主迅速拉近与年轻消费者的距离,实现对年轻消费群体的影响,同时深度开发KOL价值、加速合作平台商业化进程,形成品牌、KOL、平台与爱点击的聚合效应,引爆营销新动能。”

 “品牌营销+MCN”激发品牌口碑与线上销量齐爆发

爱点击独创的“品牌种草方法论”从挖痛点、做内容、精渠道、造爆款四个维度全面影响消费者:

  • 创造与产品相关的美妆话题,实现由头部红人发起,中后部红人传播,其他达人与用户跟风参与的用户自传播与病毒式自增长;
  • 合作持续生产高质量内容的红人,产出高质感、有干货、且贴合品牌调性的内容;
  • 优先选择美妆、时尚类的高度垂直账号,确保账号粉丝与品牌受众的高度重合;
  • 通过红人的粉丝量、内容质量、粉丝粘性、账号影响力等能力,实现曝光、种草、转化及二次传播,为品牌产品打造真实口碑,实现销量大幅增长。

 

打破带货局限,提升KOL、合作平台长期价值

目前,爱点击已构建覆盖美妆、时尚、健康、母婴、旅游等多个领域的知名KOL阵营,并打造了覆盖更多潜力KOL的合作网络。爱点击为签约KOL量身定制发展策略,配备专业工作团队,使其深度参与品牌营销策划,打破“带货网红”的局限,成为真正有独特个人品牌和长期价值的意见领袖。此外,爱点击国际化的市场地位、丰富的国际品牌客户资源也为KOL带来更多面向国际的合作机会。

 

爱点击旗下部分KOL(请参考附图)

结合爱点击原有数据和技术核心优势,助力品牌在激烈的市场竞争中持续赢得强劲增长。

 

独家签约KOL:Ritatawang

Rita 王 (小红书:Ritatawang )
粉丝累计数量:353.0万 (经营小红书两年时间)
小红书头部时尚KOL,分享好物,环保之一倡导者
经典案例:

  • REDesign&Ritatawang在纽约时代广场投屏
  • 受美宝莲邀请,参加纽约时装周;参加美宝莲星钻小灯管发布会
  • Louis Vuitton New Wave 系列手袋商业合作;参加Louis Vuitton展览

对此,Rita表示,通过爱点击的独家合作和专业打造,其在个人品牌知名度与IP形象建设、高质量内容制作、营销项目深度参与、全球品牌合作机会等层面获得明显提升,个人商业价值显著增长。

爱点击“品牌营销+MCN”的全新尝试,进一步提升了KOL在营销链条中的商业价值,为媒体平台带来更多商业化机遇,最终为品牌赢得更强劲的增长动力。未来,相信爱点击将继续与行业各方携手合作、不断创新,共同打造出更多贴近新一代消费者、“品效合一”的成功营销案例。

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