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空间家《女神经纪人》获金网奖 开启2B营销新模式

2017-09-27 08:40:40   中新网

中新网9月26日电 近日,“第九届金网奖颁奖盛典”在北京隆重举行,空间家凭借《女神经纪人》短剧获得短视频营销类金网奖。

金网奖是国内最具互联网精神与特质的数字营销奖项。创立9年来,始终站在互联网、新商业的前沿,记录和见证了数字营销的演变和进化。本次评选,更根据时势热点和新营销趋势,增加了短视频营销、智能营销、AR/VR营销等类别,为全新的营销表现形式指示方向。同时获得短视频营销类金网奖的还有京东案例《买买买V5为爱鼓掌》、乐事案例《乐事逗乐薯》等。

《女神经纪人》是首个针对经纪人群体的自制职场IP喜剧,内容围绕经纪人群体展开,以搞怪、夸张、神转折等形式花式演绎了经纪人在工作中如何使用各种办法满足客户需求,淋漓尽致的展现了经纪人群体的工作日常,让受众在收获笑声的同时细细品味其中含义,引发共鸣。

2016年以来,娱乐营销如一股旋风席般卷各行业。空间家亦借势而为,以小博大,通过创意十足的短视频职场轻喜剧,为ToB营销注入了新鲜血液。

该剧播出后,不仅在经纪人群中引发巨大反响,纷纷表示自己就遇到过这样奇葩的客户和奇葩的需求。而更多职场人群也认为这些小故事很有代入感,故事中某些自带槽点的段子、情景,其实也是自己工作中经常发生的小事。《女神经纪人》充分运用同理心,成功让受众忘记了广告本身,而是让他们借剧完成心理宣泄的同时对空间家品牌留下了深刻的印象,继而引发口碑传播。

以往,针对B端的营销,往往由于产品特性而无法有效撬动用户心智。空间家的这次尝试则另辟蹊径选择从经纪人群体出发,通过打造职场IP剧的方式,深切职场白领人群,在先获取白领人群用户的认同的基础上,再由用其强大的呼声来吸引B端决策层,创意十足。

作为空间家以小成本玩转娱乐营销的一次试水,《女神经纪人》也为品牌IP化、内容场景化、广告娱乐化的新营销模式提供了良好的借鉴。

责任编辑:郭一楠 CK001
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