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1 弱植入情感公式
头部泛娱乐+弱植入=温度种草
KOL的温度种草
对关注者而言
KOL是与自己意气相投、值得信任的云朋友
对于品牌而言
KOL有生动的人格，有创意的表达，有与消费者接近的亲和力，他们更能赋予产品以真实鲜活、有温度的内容价值
举例：食饮行业新消费品牌小懒气泡水
以小红书和抖音为核心阵地
小红书：主打产品健康特点，结合产品饮用场景植入合作
抖音：以#停止emo及时小懒#话题，与多位剧情搞笑KOL合作，以剧情创意弱植入为内容核心
用温度种草引发消费者共鸣，为产品赋予情感价值力
2.强种草唤醒公式
腰部直系垂类+强种草=新需求+新自我
当下消费者特性
悦己且自律，多元又多变
关注东方美，开启新中式
追求新科技，注重小而精
举例：女性服饰新消费品牌Ubras
博主类型：美妆、时尚属性KOL为核心
重点发力平台：微博、小红书、抖音，与腰部直系垂类KOL和大量KOC合作
内容
标题：精准锚定小胸女性人群
口播：表明对舒适性的核心诉求
痛点：将内衣划分为舒适型和聚拢型两大类，分别阐述类型化产品的痛点
3 场景化代入公式
延伸垂类KOL+场景化=沉浸式代入
炒概念不如谈体验，卖产品不如聊生活，场景化会让消费者的向往具象化
举例：智能小家电行业新消费品牌追觅
KOL深度测评+场景种草
以博主自己的家作为场景，将智能家电产品融入其中，打造场景化种
弱化产品的技术解读，转而以使用情景，激发代入感
9张生活空间场景图提升产品实物的存在感
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