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电商运营:京东25年618开心夜招商方案
Sou Hu Cai Jing·2025-05-25 08:33

Core Insights - JD.com collaborates with Hunan TV and Mango TV to enhance the 618 Happy Night event, building on the success of the previous year with three major highlights [1][8] Group 1: Event Highlights - The event will feature a pre-event buildup from June 1 to June 10, with various promotional activities leading up to the main event [1][10] - A "Campus Star" initiative will be launched, pairing campus stars with celebrity guests to promote products through engaging content [1][11] - Integration with JD.com’s food delivery service will create marketing events, including customized shows and interactive segments with artists [1][12] Group 2: Sponsorship and Marketing Strategy - Sponsorship opportunities include a main title sponsorship for 15 million yuan and three industry sponsorships at 5 million yuan each, offering extensive promotional rights [2] - The marketing strategy aims to leverage entertainment and multi-channel resources to enhance brand visibility and user engagement, driving sales during the 618 event [2] Group 3: Expected Outcomes - The event is projected to achieve over 6.6 billion online exposures, with Mango TV's on-demand viewership expected to exceed 100 million within three days [8] - Brands like Head & Shoulders have seen significant user growth, with a 250% increase in transactions and a 40% rise in new customer acquisition [8]