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Ylab这个案例赢了Bilibili年度真香IP跨界合作大奖! This case of Ylab won the Bilibili Annual True Fragrant IP Cross-Border Cooperation Award!

Ylab这个案例赢了Bilibili年度真香IP跨界合作大奖!


今年4月,作为银鹭花生牛奶品牌营销创新的专业伙伴,Ylab为银鹭规划联名超人气萌番《请吃红小豆吧!》,由银鹭品牌IP—小生皮那携手红小豆共同开启追梦罗马的“新豆生”。

 

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它们,总曝光超1.8亿,番外及正片的植入总播放超703.4万。

 

它们,更带动了产品销量,据统计,一瓶一码年度大促活动总扫码量达638万次

 

它们,更备受年轻人和网友的青睐,纷纷发文赞好……

 

就在上周,该IP营销赢得了本次Bilibili年度真香IP跨界合作大奖!不可不畏实至名归。

 

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银鹭x红小豆:Bilibili颁奖现场

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银鹭x红小豆:年度真香案例奖杯

 

本次IP合作,Ylab通过融合创意、IP、媒介、平台等多样化手段,以创新模式进行来品牌焕新,借势年轻化平台触达年轻消费者,利用生动有记忆度的IP,为大促站台,通过年轻人喜欢的新鲜创意形式打造一瓶一码年度大促。

 

本次活动通过红小豆短番视频——罗马愿望之旅预热,再以全新创作的三个番外引爆,用萌动生趣的故事延展原剧情,花式演绎红小豆和小生皮那去罗马的故事,网罗一众二次元粉丝,最终实现直接的o2o转化增长。

 

预热期—罗马愿望之旅

引爆期—红小豆,银鹭小剧场

 

银鹭还联合红小豆在官微发布定制条漫和有奖微博,在抖音平台进行了“扫神码去罗马”的挑战赛,参与视频数达7.8万,总播放量超7.2亿,通过双微一抖三大平台,共同引爆消费者UGC互动;


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定制条漫和有奖微博的发布

 

同时,银鹭联合了网易哒哒H5趣味互动打造传播闭环,增加有效传播,引流电商。


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 网易哒哒H5

 

红小豆和银鹭的此次IP合作除给银鹭“码上发现满满小幸福” 一瓶一码扫码购活动带来高流量曝光之外,更以让观众更容易接受的方式,强化了银鹭花生牛奶在年轻群体中的记忆度和知名度。

 

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红小豆x银鹭网络反响

 

O2O发展愈趋成熟,快消品牌要实现流量高效转化,需转变传统营销思路,以全新思维来打造促销战略。而品牌借势受欢迎的动漫IP,在以故事引发年轻人情感共鸣,增加品牌及传播曝光的同时,更注重实效,直接实现o2o的转化增长,不失为一种稳且创新的方式。



This case of Ylab won the Bilibili Annual True Fragrant IP Cross-Border Cooperation Award!


In April of this year, as a professional partner of Yinlu's peanut milk brand marketing innovation, Ylab planned a co-branded super-popular "Fun Red Beans!" For Yinlu. ", The silver heron brand IP-Xiaoshengpina and Red Beans jointly launched the" New Dou Sheng "in Rome.


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They have a total exposure of over 180 million, and a total of over 70.34 million in the playback of extra and feature films.

 

They have also driven product sales. According to statistics, the total number of scans for a bottle and a yard of annual promotional activities reached 6.38 million times.

 

They are more favored by young people and netizens, and they have written articles to praise them ...


Just last week, this IP marketing won the Bilibili Annual True Fragrant IP Cross-Border Cooperation Award! 


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Yinlu x Red Beans: Bilibili Awards


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Yinlu x Red Beans: Annual True Fragrance Case Trophy


In this IP cooperation, Ylab renewed its brand in an innovative mode by integrating diversified means such as creativity, IP, media, and platforms, reaching young consumers with a trendy young platform, and using vivid and memorable IP, it is a big Promote the platform to create a bottle and yard annual promotion through fresh and creative forms that young people like.

 

This event is warmed up by the Red Adzuki short-span video-Roman Desire Journey, and then detonated with three new creations. The original story is extended with a lively story and a fancy interpretation of the story of Red Adzuki and Xiaoshengpina to Rome , Attracted a large number of secondary fans, and ultimately achieved direct o2o conversion growth.


Warm-up period-Rome wish tour

Detonation period-Red Bean, Yinlu Little Theater


Yinlu also cooperated with Red Bean to publish customized tweets and award-winning Weibo on the official micro-blog, and conducted the “God Scan to Rome” challenge on the Douyin platform, participating in 78,000 videos, with a total of 720 million playbacks. Through two micro-shake and shake three platforms, the UGC interaction of consumers was detonated;


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Customized and rewarded Weibo release


At the same time, Yinlu combined with NetEase's H5 fun interaction to create a closed loop of communication, increase effective communication, and attract e-commerce.


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NetEase da da H5


This IP cooperation between Red Beans and Yinlu not only brought high traffic exposure to Yinlu's "Small Happiness Found on Code" bottle and code scanning activities, but also strengthened it in a way that is more acceptable to the audience. The memory and popularity of Yinlu Peanut Milk in younger groups.

 

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Red Beans x Yinlu Network Response


O2O is becoming more and more mature. For fast-moving consumer brands to achieve efficient traffic conversion, they need to change their traditional marketing thinking and use a new mindset to create a promotion strategy. The brand's popular anime IP, while stimulating the emotional resonance of young people with stories, increasing brand and communication exposure, pays more attention to practical results and directly realizes the growth of O2O conversion, which is a stable and innovative way.