让品牌优雅地走红，掌握这套框架就够了

Core Insights - The article emphasizes the shift in marketing strategies from achieving widespread virality to creating personalized and meaningful content that resonates with audiences [1][3][4] - The SPREAD framework is introduced as a guide for brands to enhance content relevance and establish genuine connections with their audience amidst the overwhelming amount of information [1][4][18] SPREAD Framework Dimensions - Social Value and Sensitivity: Successful campaigns today often address valuable social issues, as seen in Duolingo's advocacy for language equality and Dove's focus on mental health, which resulted in significant engagement and sales growth [5][6] - Inspiration: Effective campaigns provoke thought and discussion while being culturally sensitive. Patagonia's "Don't Buy This Jacket" campaign exemplifies this by encouraging consumers to reconsider overconsumption [6][7] - Replicability: Content that encourages user participation, such as challenges or memes, can significantly enhance engagement. For instance, Heinz's "Draw Ketchup" campaign generated substantial media returns [9][10] - Emotional Appeal: Content that evokes relevant emotions can drive engagement. Airbnb's campaign leveraging nostalgia during the pandemic led to a notable increase in traffic and profits [12][13] - Ambiguity: Content that allows for multiple interpretations can spark curiosity and sharing, as demonstrated by Lego's "Rebuild the World" campaign [14][15] - Shareability: Content designed for easy sharing across platforms can enhance its reach. The DollyPartonChallenge is an example of a campaign that successfully encouraged cross-platform sharing [16][17][18]