坦博尔“与雪共舞 雪舞山巅”：以整合营销破圈，筑就冰雪品牌传播新标杆

Core Insights - The professional outdoor apparel brand TANBOER has won the "Annual Impact Brand Communication Case" award at the 2025 New Consumption and New Economy Annual Selection, driven by its integrated marketing campaign "Dancing with Snow, Snow Dance on the Summit" [1] Group 1: Marketing Strategy - The campaign focuses on "scene differentiation" by collaborating with major platform IPs to achieve precise audience targeting [2] - The first event took place at Chongli Yunding Ski Park, aligning with the brand's professional positioning and featuring a combination of product functionality discussions and live snowfield experiences [2] - The second event at Xinjiang Aletai General Mountain International Ski Resort utilized Douyin's IP to engage younger consumers through interactive challenges and live streaming, creating a "Snow Mountain Sunset Party" [3] Group 2: Product and Channel Integration - The marketing campaign's success is attributed to the dual support of product strength and channel depth, with a new ski series featuring advanced materials and ergonomic designs [4] - TANBOER's professional endorsements include sponsorships for national teams and partnerships with major ski events, enhancing the campaign's credibility [5] - The seamless integration of on-site experiences with retail channels allows for effective consumer engagement, translating marketing efforts into actual sales and brand reputation [5] Group 3: Overall Impact - The campaign exemplifies a synergistic upgrade of "brand communication, product experience, and industry empowerment," promoting the popularization of winter sports and contributing to the high-quality development of the ice and snow economy [5]