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奧克斯推出小奧表情包 “流量時代”玩轉IP營銷

       近年來,隨著網絡社交文化的發展,表情包越來越受到年輕人的喜愛,逐漸成為跨屏時代人們交流的“寵兒”。為了吸引新一代年輕消費者,各大品牌爭相推出自家形象的表情包。其中,被消費者稱為“空調界弄潮兒”的奧克斯,于近期推出了“小奧夏日清涼系列”表情包,受到廣大網友的追捧。

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(奧克斯推出小奧IP表情包)

       推出小奧“萌賤”表情包 滿足用戶“斗圖”需求

       正所謂“一言不合就斗圖”,如何契合大眾的聊天需求,是表情包得以制勝的關鍵。據悉,小奧表情包共有16組,風格“萌賤有愛”,可以滿足不同場景下的聊天需求,不僅有日常表達愛意的“賣萌”表情,吐槽夏季高溫的無奈表情,表達購物剁手“買買買”歡樂的表情,更有貼合世界杯主題的歡呼吶喊表情。

       在“一圖勝過千萬言”的今天,奧克斯推出小奧專屬表情包,不僅迎合了當下萌系流行文化,更是牢牢抓住了年輕用戶的心理需求。一方面,圖片具有豐富的信息,可以表達出抽象文字無法傳遞出來的喜怒哀樂等諸多微妙情緒。另一方面,賣萌和賤兮兮的表情包,能讓網絡聊天的氛圍更自然輕松,讓溝通變得更有趣。此外,表情包緊跟現實生活,濃縮了生活和社會的現實情況,折射出各種社會熱點話題。可以看到,小奧表情包的賤萌形象和世界杯的話題更容易深入人心,引發共鳴,從而快速實現傳播效果。

       跨界影視打造小奧動畫“流量時代”的“花式”IP營銷

對小奧表情包形象的打造,也是奧克斯品牌IP營銷的過程。在消費習慣不斷升級的形勢下,消費者更容易憑借對品牌形象的偏好做出消費選擇。IP營銷作為聯系消費者和品牌之間情感紐帶的重要一環,受到越來越多企業的重視,逐漸成為品牌的“必爭之地”。不難看出,奧克斯此次傾力打造的萌寵“小奧”表情包,是奧克斯搶占IP營銷高地的又一動作。

       而在剛剛過去的“六一兒童節”這個重要營銷節點,奧克斯空調更是跨界影視領域,推出以官方吉祥物小奧為原型推出IP動畫影片《小奧故事之思念的溫度》。盡管只有短短的3分半鐘,但無論是從溫馨的故事情節,宮崎駿畫風的質感,亦或是生動形象的人、事物刻畫上,都承載了奧克斯空調對愛、對溫度的追求,以及對“有家的地方就有奧克斯”的品牌理念的堅持。

       在中國進入消費自主時代的今天,品牌面臨著愈加紛亂的市場競爭,媒體環境日益碎片化、消費場景日益多元化,營銷手段的創新充滿挑戰。可以預見,品牌間的“戰爭”就是赤裸裸的流量“爭奪戰”, IP無疑成為爭取流量的有力手段。

此次奧克斯推出小奧專屬表情,不僅將持續豐滿小奧的IP形象,更將借助小奧的IP形象打造出“親民、年輕、前衛”的印象,與消費者進行深層互動,吸引更多年輕的消費群體,從而迸發出無限的想象空間。

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