社交网络创意没有你想象地那么简单Youthoughtcreativeonsocialmediaiseasy…大体上社交网络创意分为如下:Categoryofsocialcreative1.与品牌相关的系列创意(Brandrelatedcreative)2.结合节日或者当下社会热点的创意(Holiday/Hotissue-related)3.新品推广配合或者公关消息放大(AmplificationfornewproductorPRactivities)4.线下与线上互动的大规模战役(ATL&BTLIntegration)与品牌、产品相关的日常创意(系列化、风格化、三个月改版一次)Regularbrandrelatedcontentmaintenance(theme,style,quarterlyupgrade)热点Hotissues圈层Groups品牌互动BrandInteraction热点Hotissues圈层Groups品牌互动BrandInteraction战役(新品)NewProductCampaign战役(公关)PRCampaign战役(独立)IndependentCampaignSocialbrand受众Audience销售Sales线上ATL线下BTL是people不是消费者Itismoreaboutpeopleinsteadofconsumer*杜蕾斯主题日海报杜蕾斯手绘平面人们总去朋友所在的地方或者热闹发生的地方但抓热点不等于仓促,没节操,或者完全不贴品牌Peoplealwaysgowheretheirfriendsliketohangoutorthe‘happening’places.Howevercatchingspotlightdoesnotmeanrush,tasteless,orcompletelyoffthebrand.