“真心话”TVC破解春节社交尴尬，明星直播助推销售转化，沱牌春节营销组合拳实现品效合一

Core Insights - The article discusses the marketing strategy of Tuopai Liquor during the Spring Festival, focusing on the "T68 Truth or Dare" campaign aimed at young consumers, addressing social pressures during family gatherings [3][5][21] Group 1: Marketing Strategy - Tuopai Liquor launched an integrated marketing campaign centered around the theme "T68 Truth or Dare," utilizing humorous TV commercials, live streaming events, and online-offline interactions to resonate with the emotional landscape of young consumers [3][5] - The campaign features celebrities Liu Xiaoqing and Yang Yuguang as "special mouthpieces," addressing common social awkwardness faced by young people during the Spring Festival, such as marriage inquiries and income questions [5][12] - The marketing strategy includes a viral song that highlights social pain points during the festival, achieving rapid brand penetration through music [7][19] Group 2: Consumer Engagement - The campaign encourages user-generated content (UGC) by inviting consumers to create personalized "Truth" posters and participate in the search for "special mouthpieces" on social media platforms [7][12] - A live streaming event titled "Jiu Zhou Tong Qing" was held, featuring interactive games and discounts, transforming the traditional e-commerce model into a more engaging experience [9][12] - The campaign also includes a "Jiu Zhuang Ge Shen" challenge on Douyin, inviting consumers to express their feelings through song, further enhancing brand engagement [17][19] Group 3: Brand Positioning - Tuopai Liquor aims to position itself as a relatable and empathetic brand, evolving from being just a product option to becoming a "friend" to consumers by addressing their emotional and social needs [21] - The marketing efforts are designed to create a comprehensive communication network, targeting consumers through various channels, including high-speed train stations and urban commercial areas [19][21] - The brand's continuous evolution in marketing strategies reflects its commitment to deepening consumer connections and driving long-term growth through emotional value [21]