可口可乐 × 小沈阳父女：马年营销 “新仪式感”

Core Insights - Coca-Cola's marketing campaign for the Year of the Horse focuses on a fresh approach to traditional Chinese New Year celebrations, blending traditional customs with modern interpretations to resonate with diverse audiences [1][2] Group 1: Marketing Strategy - The campaign features a collaboration with popular comedian Xiao Shenyang and his daughter, enhancing relatability and warmth, while promoting the idea of "new ways to celebrate" [2] - The advertisement effectively addresses the complex emotions surrounding the New Year, appealing to both older generations' nostalgia and younger generations' desire for individuality [1][2] Group 2: Audience Engagement - The campaign employs engaging questions and hashtags to invite user participation, encouraging the sharing of personal New Year experiences and fostering a sense of community [3] - By focusing on themes of "newness" and "family reunion," the campaign broadens its appeal and encourages user-generated content, enhancing brand visibility and engagement [3] Group 3: Emotional Connection - The advertisement emphasizes emotional insights, breaking away from conventional marketing clichés and instead focusing on genuine user needs and feelings associated with the New Year [3] - The use of a "national family" concept in the campaign creates a sense of closeness between the brand and consumers, making the marketing message feel authentic and warm [2][3]