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1 弱植入情感公式
頭部泛娛樂+弱植入=溫度種草
KOL的溫度種草
對關注者而言
KOL是與自己意氣相投、值得信任的云朋友
對于品牌而言
KOL有生動的人格，有創意的表達，有與消費者接近的親和力，他們更能賦予產品以真實鮮活、有溫度的內容價值
舉例：食飲行業新消費品牌小懶氣泡水
以小紅書和抖音為核心陣地
小紅書：主打產品健康特點，結合產品飲用場景植入合作
抖音：以#停止emo及時小懶#話題，與多位劇情搞笑KOL合作，以劇情創意弱植入為內容核心
用溫度種草引發消費者共鳴，為產品賦予情感價值力
2.強種草喚醒公式
腰部直系垂類+強種草=新需求+新自我
當下消費者特性
悅己且自律，多元又多變
關注東方美，開啟新中式
追求新科技，注重小而精
舉例：女性服飾新消費品牌Ubras
博主類型：美妝、時尚屬性KOL為核心
重點發力平臺：微博、小紅書、抖音，與腰部直系垂類KOL和大量KOC合作
內容
標題：精準錨定小胸女性人群
口播：表明對舒適性的核心訴求
痛點：將內衣劃分為舒適型和聚攏型兩大類，分別闡述類型化產品的痛點
3 場景化代入公式
延伸垂類KOL+場景化=沉浸式代入
炒概念不如談體驗，賣產品不如聊生活，場景化會讓消費者的向往具象化
舉例：智能小家電行業新消費品牌追覓
KOL深度測評+場景種草
以博主自己的家作為場景，將智能家電產品融入其中，打造場景化種
弱化產品的技術解讀，轉而以使用情景，激發代入感
9張生活空間場景圖提升產品實物的存在感
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