以场景重构品类,以品类驱动品牌
红小厨,星农联合旗下水产品牌,也是国内第一互联网水产品牌;在与壹峰创新沟通后,迅速展开合作。壹峰创新提出从泛90后生活场寻找需求,以场景需求重构即食水产新品类,以全新品类切入市场驱动品牌迅速占领消费者心智。
精准定位,助力红小厨战略升级
壹峰创新认为泛90后的“新场景”就8个字:节省时间、填满时间。所以泛90后的消费品分布,排名第一的就是休闲娱乐。休闲,不仅包括玩,也包括吃。但休闲食品,重点不在吃,而在休闲,所以它的产品逻辑与传统食品根本不同。基于这样的用户洞察,我们给出了精准的品牌定位:年轻人专属的休闲水产领潮品牌。
打造超级IP,让品牌自带流量
在互联网时代,一切在互联网上可以自主传播的人格化标签,都可以称作IP。所以如何让品牌拥有自流量,能自主传播,就成为打造品牌IP的核心目的。 壹峰创新以北极熊为IP创作原型,同时赋予IP年轻、叛逆、自信、酷潮、网红的人格属性。让品牌拥有了互联网语境下的传播权,从而成为自流量品牌。
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