Iris > 实例探究 > 建立情感联系：张成功的品牌活动

建立情感联系：张成功的品牌活动

适用功能

销售与市场营销

关于客户

Chang 是一家全球广告客户，他希望改变泰国年轻人对其品牌的看法。

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挑战

张需要通过大型品牌活动来提升消费者的认知，并在无法展示实际产品的黑市中与泰国年轻人建立情感联系。

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解决方案

该活动追踪了一群朋友的旅程，并通过他们的歌曲讲述了他们亲密友谊的故事。其目的是与目标受众建立情感联系。

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运营影响

The operational results of the campaign were significant. By leveraging the power of social content creation, Chang was able to connect with the younger demographic in a meaningful and engaging way. The campaign told a story of close friendship, which resonated with the target audience and helped to change their perception of the brand. The campaign was an emotional rollercoaster full of joy, milestones, and hardship, which helped to show true friendship over time. This innovative approach allowed Chang to uplift consumer perceptions and build an emotional connection with young Thai guys.

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数量效益

The campaign was seen all over Thailand for six months
The campaign was launched via Facebook Live and rolled out across various platforms including TV, Cinema, OOH, print, digital, and social

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