海俪恩的校园陪伴实验，正在改写校园营销的默认答案

Core Viewpoint - The article discusses the evolution of campus marketing from mere attention-seeking tactics to a deeper integration into students' lives, emphasizing the importance of building long-term relationships with young consumers rather than short-term engagement [2][6][20]. Group 1: Transition from "Entering Campus" to "Integrating into Campus" - Traditional campus marketing has primarily focused on "attention leasing," where brands capitalize on peak times like the start and end of school to gain exposure without establishing lasting relationships [6][7]. - The effectiveness of this approach is limited, as brands often fade from students' daily experiences post-event, leaving only vague impressions [7][8]. - The current challenge is for brands to become a meaningful presence in students' lives, fostering genuine connections rather than just seeking visibility [8][10]. Group 2: The "Cute Companion" Methodology - The difficulty of campus companionship lies not just in organizing events but in becoming a relevant part of students' lives, as young people are increasingly immune to overt marketing [14][18]. - The "Cute Companion" approach focuses on sincere engagement, allowing brands to become integral to students' narratives without overwhelming their daily rhythms [14][18]. - Four campus events across different universities were designed to validate this approach, demonstrating that natural companionship is more readily accepted by students [16][18]. Group 3: Long-term Emotional Assets - The article highlights that many campus marketing efforts stop at data analysis, narrowly defining "value" through metrics like exposure and interaction [22]. - The "Cute Companion" practice offers an alternative path, where brand presence becomes a starting point for deeper emotional connections, leading to three long-term assets: 1. Establishing repeatable companionship relationships that are recognized and shared by students [23][25]. 2. Transforming into co-created memory symbols that resonate emotionally with students, making the brand part of their shared experiences [25]. 3. Achieving a mental positioning that reflects emotional dependency, creating a strong brand loyalty that transcends mere recognition [25][26]. Group 4: Industry Implications - In a competitive landscape, brands that embed themselves into the collective memories and cultural narratives of a generation will stand out, as young consumers tend to remember those that have authentically participated in their lives [25][26]. - The article suggests that while many chase short-term gains, investing in long-term relationships is a more rewarding strategy, allowing brands to become part of students' stories rather than transient marketing moments [25][26].