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“摸摸节”疯狂刷屏背后,它抓住了些什么?

2019-09-07

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0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">“摸摸节”是个什么货?抓了眼球又卖了情怀,引得吃瓜群众纷纷百度、头条、微信、抖音全方位扒料。

0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">嘿嘿,原来又是那个叫欧文莱素色砖的品牌营销作品,欧文莱这个品牌又出手了。原来,9月5日欧文莱正式启动了“摸摸节全国体验之旅”的活动发布,线上线下高潮迭起。

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0px;padding:0px;max-width:100%;box-sizing:border-box;word-wrap:break-word !important;background:#3c3c3c;border-width:4px;border-style:solid;border-color:#fdcb01;border-radius:6px;color:#ffffff;letter-spacing:1.5px;">
0px;padding:4px 12px;max-width:100%;box-sizing:border-box;word-wrap:break-word !important;letter-spacing:2px;">0px;padding:0px;max-width:100%;box-sizing:border-box !important;word-wrap:break-word !important;">0px;padding:0px;max-width:100%;box-sizing:border-box !important;word-wrap:break-word !important;">摸摸节为什么叫摸摸节?
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0px;padding:0px;max-width:100%;box-sizing:border-box !important;word-wrap:break-word !important;width:8px;height:8px;background:#fdcb01;box-shadow:#fc9b02 2px 2px 0px;">
0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:justify;white-space:normal;background-color:#ffffff;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">
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0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">欧文莱品牌从三年前就开始在设计师渠道成功打造了“现代力量”的渠道IP,这一次大动作方向则直指消费端,从行业品牌、渠道品牌到消费品牌,欧文莱已经推进到这第三个阶段了。
0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">关于摸摸节的活动创意,可以说是用最简单的符号结合了产品差异化的突显,简单、直白且一目了然、一击即中,就名称的定义就骚动了很多人,引得围观的行业内外群众都大拍脑袋:名字还能这么起啊?满满的创意。

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0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;"> 吸引了人的名字背后,其实是有很严谨的逻辑的,摸摸节的幕后策划人梁雪青在活动发布会上,详解了摸摸节的由来。
0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">每个人来到这个世界的时候,眼睛还没睁开、听觉还没完整,第一时间是触觉在感知这个世界的真实,所以触感是每个人打开这个世界的方式,是生命体最原始、最基本的反应,同时也成为了人类最亲密的感觉。
0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">摸,几乎成为了人类学的动作符号,贯穿到人类的整个生命周期。在这种人类行为中,摸一摸代表了什么?这个简单动作背后的意义是友善、亲近、体验、感知。

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0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">摸摸节是如何与欧文莱关联起来?欧文莱素色瓷砖的核心用户价值是:好颜值、重细节、能百搭,直白地对应描述起来就是:好看、好品质、好用。其实,好看、好用这两个维度很容易就能让消费者一说就明白、一看就知道,在消费决策环节是没有阻力的,而优秀品质感却是需要体验细节才知道的。

0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">所以在打通这个品质感细节体验上,欧文莱引用了摸一摸这个人类学上的简单动作,这个摸一摸的动作背后是实现人与产品最亲近的沟通,从而诞生了摸摸节这个创意。

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0px;padding:0px;max-width:100%;box-sizing:border-box;word-wrap:break-word !important;background:#3c3c3c;border-width:4px;border-style:solid;border-color:#fdcb01;border-radius:6px;color:#ffffff;letter-spacing:1.5px;">
0px;padding:4px 12px;max-width:100%;box-sizing:border-box;word-wrap:break-word !important;letter-spacing:2px;">0px;padding:0px;max-width:100%;box-sizing:border-box !important;word-wrap:break-word !important;">0px;padding:0px;max-width:100%;box-sizing:border-box !important;word-wrap:break-word !important;">摸摸节是把谁抓住了?
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0px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;box-sizing:border-box !important;word-wrap:break-word !important;"> 
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0px;padding:0px;max-width:100%;clear:both;min-height:1em;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">摸摸节概念推出来,在很多人看来是个很大胆的创意,在颠覆传统的活动边界。所以创意方案一出来,不同的声音都有,但具有鲜明支持立场的都是年轻派,他们觉得很潮、很时尚、很带感,符合年轻人的沟通方式和语言行为特点。营销策划团队一致认为:欧文莱的消费群体在哪里,我们的创意边界就在哪里,我们的互动方式也就在那里。

0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">从活动前期外部反应来看,确实也印证了他们的判断,获得一片掌声与点赞声。

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0px;padding:0px;max-width:100%;box-sizing:border-box;word-wrap:break-word !important;background:#3c3c3c;border-width:4px;border-style:solid;border-color:#fdcb01;border-radius:6px;color:#ffffff;letter-spacing:1.5px;">
0px;padding:4px 12px;max-width:100%;box-sizing:border-box;word-wrap:break-word !important;letter-spacing:2px;">0px;padding:0px;max-width:100%;box-sizing:border-box !important;word-wrap:break-word !important;">摸摸节营销箭在射何方?
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0px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:justify;white-space:normal;background-color:#ffffff;box-sizing:border-box !important;word-wrap:break-word !important;">
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0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">很多人以为,摸摸节只是做个活动而已,其实从欧文莱的动作高度看来,已经不是那么简单的一回事。欧文莱真正是在规划一个重要的营销日历,从消费端、渠道端形成布局,形成品牌符号IP,埋下品牌深线,以此连接更多属于他们的社群、消费圈,以此重复固化成有效的品牌资产。
0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:center;white-space:normal;background-color:#FFFFFF;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">内行看得懂的人应该会明白了,这体现的是欧文莱的品牌眼界与视角,营销利剑从搭建的姿势、发力的动作和方向角度的拿捏、操控的轨迹,都不是含含糊糊的,简单的动作背后有深意。所以围观的人也赞叹:欧文莱做事的身段,从来不掉逼格!

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0px;padding:4px 12px;max-width:100%;box-sizing:border-box;word-wrap:break-word !important;letter-spacing:2px;">0px;padding:0px;max-width:100%;box-sizing:border-box !important;word-wrap:break-word !important;">摸摸节背后的营销推力
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0px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:justify;white-space:normal;background-color:#ffffff;box-sizing:border-box !important;word-wrap:break-word !important;">
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0px 16px 20px;padding:0px;max-width:100%;color:#333333;font-family:-apple-system-font, blinkmacsystemfont, "helvetica neue", "pingfang sc", "hiragino sans gb", "microsoft yahei ui", "microsoft yahei", arial, sans-serif;font-size:17px;letter-spacing:0.544px;text-align:justify;white-space:normal;background-color:#ffffff;line-height:2em;box-sizing:border-box !important;word-wrap:break-word !important;">我们其实也很想深入了解欧文莱对于“摸摸节”的营销部署。据透露,欧文莱目前已经启动了线上线下的营销围合,“摸摸节”方案在终端门店9月8日全面启动,线上与今日头条、抖音、微信等移动端平台已经全方位打通,如何玩出新高度,后面大家可可做个吃瓜群众,好好感受一把欧文莱的营销魅力。

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