《玫瑰的故事》剧集·明星·品牌 社媒营销洞察

Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The series "The Story of Roses" has significantly increased discussion and fan engagement, leading to a surge in brand visibility and marketing activity for associated brands. Notably, during the airing of the series, the game "Magic Baby: Revival" announced Liu Yifei as its spokesperson, resulting in a substantial increase in discussions related to the game, surpassing the brand visibility of Liu Yifei's other endorsements such as Jindian and Bulgari [3][4]. - The series collaborated with 11 brands, primarily in the beauty, personal care, fashion, and food sectors, targeting female consumers. The main sponsoring brand, Jindian, achieved the highest visibility, followed by Shiseido, which Liu Yifei endorses [3][41]. Summary by Sections Audience Engagement - "The Story of Roses" achieved the highest broadcast index among all series launched in June 2024, with a notable increase in brand favorability and the highest number of soft advertisement placements [5][7]. - Social media discussions peaked before and after the series aired, with Weibo being the platform with the highest user engagement, followed by Douyin and Baidu Tieba [8][10]. Social Media Performance - The series generated a total of 13.37 million discussions across platforms, with Weibo accounting for 45.1% of the total volume. Douyin and Baidu Tieba followed with 28.0% and 12.3%, respectively [9]. - Female viewers aged 18-34 made up a significant portion of the audience, particularly from developed regions such as Guangdong, Beijing, and Jiangsu [10][20]. Brand Collaborations - The series featured 52 brand placements, with significant contributions from the beverage, healthcare, food, and internet sectors. Audi had the highest exposure duration, followed by Vipshop and Jindian [36]. - Jindian, as the main sponsor, achieved the highest frequency of exposure, especially during promotional events like the 618 shopping festival [48][50]. Celebrity Influence - Liu Yifei's popularity surged on social media platforms, with a notable increase in her search and discussion metrics. Positive feedback regarding her performance and character alignment was prevalent among users [28][30]. - Liu Yifei's endorsements for brands like Bulgari and Shiseido saw increased engagement, particularly during promotional events tied to the series [51][54].