在当今瞬息万变的市场浪潮中，IP营销正以燎原之势席卷全球，成为品牌增长的全新引擎。2025年，无疑是IP营销的"滚烫"之年。IP营销不仅突破了传统 内容的边界，更成为连接用户情感、撬动商业增长的核心力量。从简单的联名合作到构建强大的IP生态，从短期曝光到长期价值运营，IP营销正在经历一 场前所未有的范式革命。 第十届时代金融金桔盛典优秀案例集。 共赴IP营销盛宴 探索品牌增长新引擎 2025 年 11 月 20 日，以"IP 滚烫"为主题的第十八届时代营销盛典在成都圆满举办。本届盛典由时代传媒集团主办，汇聚全国行业精英、品牌代表及营销 专家，通过案例评选、成果发布、深度研讨等形式，凝聚行业共识，为 IP 营销领域注入新动能，更以一批优秀实践案例为品牌高质量增长提供了宝贵范 本。 历经十七届积淀，时代营销盛典始终紧跟市场脉搏，搭建理论与实践的沟通桥梁。本届盛典紧扣"泛IP 营销"新趋势，延续"总结行业热点、探索未来方 向"的定位，全面梳理 2025 年营销领域的创新成果，集中展现IP营销从联名合作到生态构建、从短期曝光到长期价值运营的范式变革。 活动现场，各界嘉宾围绕IP与品牌的深度融合、情感连接与商业转化的平 ...

中国广告协会会长、国际广告协会全球副主席张国华和长城奖评审主席、中国传媒大学教授、学术委员 会主任、国家广告研究院院长丁俊杰共同为长城奖金奖作品颁发荣誉 南京银都奥美有限公司董事长、江苏省广告协会会长张丽和分众传媒（002027）集团专业合伙人陈鹏共 同为长城奖金奖作品颁发荣誉 爱奇艺副总裁郑晓奕和群玉山联合创始人兼CEO姚俊共同为长城奖金奖作品颁发荣誉 10月25日，第32届中国国际广告节&第34届亚洲广告大会期间，中国广告协会中国广告业大奖——2025 商业广告长城奖颁奖典礼在北京海淀中关村国际创新中心举行。作为中国广告业商业广告最高奖，长城 奖历经四十余载沉淀，已成为中国商业广告领域专业度高、影响力广的顶级奖项，"广告之巅看长城"的 称号早已深入人心。 长城奖评审主席，中国传媒大学教授、学术委员会主任、国家广告研究院院长 丁俊杰 作为本届长城奖评审主席，中国传媒大学教授、学术委员会主任、国家广告研究院院长丁俊杰在典礼上 发表总结发言，本届长城奖历经3个多月作品征集，共收到全国范围内7000余件参评作品；经过多轮激 烈角逐与专业评审团队的严格遴选，最终评选出164个等级奖。 丁俊杰指出，这些获奖作品不仅在 ...

Core Viewpoint - The company Tong Ren Tang, with a history of over 350 years, is actively reforming its marketing strategies to remain competitive in the market, focusing on innovative approaches to engage younger consumers and enhance brand recognition [1][2][3]. Group 1: Marketing Strategies - Tong Ren Tang has implemented a "saturation-free" marketing strategy, which has been recognized with an award for innovation in state-owned enterprise reform [1]. - The company is focusing on a "big variety" strategy for its well-known products, enhancing its marketing system and channel construction to adapt to new market conditions [2]. - The brand has successfully created IP images such as "Yuan Zong" and "Bai Feng," which resonate with consumers, leading to significant exposure and increased product awareness [3]. Group 2: Product Development and Cultural Integration - The "Royal Medicine Legend" product series has been launched, featuring upgrades in raw materials, packaging, and adherence to traditional manufacturing standards, aiming to provide higher quality and healthier options [3]. - A cultural exhibition titled "Royal Medicine Legend" has been organized to showcase the history of Tong Ren Tang's royal medicine, promoting traditional Chinese medicine culture [3]. Group 3: Digital Transformation and Consumer Engagement - The company has developed a data visualization platform that utilizes big data and AI to enhance marketing management and decision-making processes [4]. - An AI-driven health service platform, in collaboration with Xiaomi, has been introduced to provide personalized health advice and medication safety recommendations through mobile devices [4]. Group 4: Cultural Promotion and Heritage - Tong Ren Tang is committed to promoting traditional Chinese medicine culture through participation in various exhibitions and the establishment of a cultural display center [7]. - The company has initiated programs to preserve traditional manufacturing techniques and knowledge, including the establishment of a national-level workshop for traditional medicine artisans [8].

Core Insights - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference focused on innovation and international cooperation in the advertising industry, emphasizing the theme "Empowering Advertising with Technology" [1] - The emotional economy is identified as a new growth point, with the Chinese emotional consumption market projected to reach 2 trillion yuan by 2025, highlighting the importance of this sector for brands [1] Group 1: Advertising Strategies - The company emphasizes the importance of high-quality content creation and brand consensus through IP, linking emotions with users [1] - Successful series and variety shows are seen as the best carriers of emotional value, with examples like "一路繁花" and "生万物" demonstrating their ability to resonate with audiences [1] - Strategies for consensus building include selecting major IPs and pursuing emerging IPs, utilizing AI technology for large-scale emotional connections [1] Group 2: AI Integration in Marketing - AI technology is used to enhance efficiency in script selection, allowing for bulk screening of scripts that meet client needs [3] - During the airing of series, AI assists in pinpointing relevant scenes for product placement, enabling creative advertising integration [3] - The company aims to create a closed-loop ecosystem through online interactions and offline experiences, leveraging data and AI for precise user targeting [1][4] Group 3: User Engagement and Brand Connection - The core of IP marketing is to convey consumer affinity for IP to brands, focusing on finding common ground between the two [4] - Different strategies are employed, including pre-planning for major IPs and operating emerging hits to capitalize on low-cost advertising opportunities [4] - The company emphasizes a holistic marketing approach, integrating online and offline channels to maximize the impact of IP content [4]

Core Insights - The article highlights the successful collaboration between the IP "吉伊卡哇" and various brands, culminating in a one-year anniversary celebration on Tmall, which integrates online and offline experiences to enhance consumer engagement [3][24]. Group 1: Event Overview - The "吉伊卡哇 Tmall One-Year Anniversary Party" was launched to celebrate the brand's entry into Tmall, featuring offline pop-up activities around the Oriental Pearl Tower and collaborations with brands like 优酸乳, 维达, and CASETiFY to create new products and exclusive events [3][5]. - The event took place from October 20 to October 26, 2023, transforming the Oriental Pearl Tower and surrounding areas into a themed experience, attracting numerous visitors for interaction and photo opportunities [10][12]. Group 2: Brand Collaborations - Brands such as 优酸乳 and 维达 launched special products tied to the 吉伊卡哇 characters, aiming to engage younger consumers and stimulate market interest [7][14]. - The collaboration included over 80 new products introduced online, with flagship store sales ranking 14th in Tmall's toy category during the 2024 Double 11 event and 6th in the 2025 618 sales cycle [5][24]. Group 3: Consumer Engagement Strategies - The event utilized a "content-scenario-consumption-emotion" ecosystem to create a closed-loop experience, enhancing the IP's value and consumer connection [24][26]. - Interactive installations and themed experiences were set up at the Oriental Pearl Plaza, encouraging visitor participation and creating memorable engagement points [12][18]. Group 4: Marketing and Sales Impact - The collaboration with Tmall's marketing resources, including 小黑盒 and TMIC, aimed to accelerate product visibility and sales conversion for participating brands [9][24]. - The event's innovative approach combined online marketing with immersive offline experiences, effectively breaking traditional retail boundaries and enhancing brand visibility [26].

Group 1 - The core viewpoint of the articles highlights the successful integration of the health-focused lifestyle promoted by the show "Flowers and Youth Season 7" with the upcoming Mid-Autumn Festival, leading to a surge in consumer interest and engagement [1][3][7] - JD Health, as the exclusive title sponsor of "Flowers and Youth Season 7," has launched a special campaign that combines the show's IP with Mid-Autumn gifting scenarios, offering discounts and exclusive products related to the show [3][5] - The promotional strategy includes a straightforward discount offer of "30 off for every 300 spent" and a "1 yuan grab" event for popular health products, catering to the growing consumer preference for practical health gift boxes over traditional mooncake gift boxes [5][6] Group 2 - The product offerings include a range of health supplements featured in the show, such as vitamins and ginseng, along with limited edition merchandise that resonates with travel themes, enhancing the consumer experience [3][5] - Notable products include a star signature series featuring autographed photos from popular guests and collectible "star people" dolls, which have gained significant market attention [5] - The campaign provides clear guidance for consumers based on their needs, recommending specific health products for different demographics, such as seniors and working professionals, thus addressing the evolving health consumption trends [5][6]

Core Insights - The animated film "Wang Wang Mountain Little Monster" has achieved a box office of 574 million yuan within ten days of its release, indicating strong audience reception and market performance [1] - The film has launched over 400 co-branded merchandise items, ranging from Luckin coffee cup sleeves to Avita cars, showcasing its extensive brand collaboration strategy [1] Group 1 - The film's box office performance reflects its popularity during the summer release period [1] - The extensive range of merchandise indicates a successful brand partnership approach, positioning the character as a new IP leader in the market [1]

Core Insights - The collaboration between Keep and the global IP "Harry Potter" has launched a unique online running event and series of challenges, creating a sports experience with both ceremonial and collectible value for fans [1][2]. Group 1: Event Overview - The collaboration features two main events: the "Harry Potter and the Sorcerer's Stone | Harry Potter Themed Online Run" focused on medals, and the "Return to Hogwarts | Harry Potter Themed Limited-Time Challenge" centered around badges [2]. - Since its launch on July 4, the event has attracted over 30,000 subscribers, with a significant increase in participants after the official launch on July 11 [2]. Group 2: Unique Offerings - Keep has introduced two creatively designed "magical" medals: the "Fun Version" with a rotating mirror mechanism depicting a classic scene of Harry meeting his parents, and the "Classic Version" replicating the moment Harry receives his Hogwarts acceptance letter [4]. - The running distance for the online run is set at 1.991 kilometers, honoring Harry Potter's first year at Hogwarts [4]. Group 3: User Engagement and Experience - Participants can unlock five magnetic badges by completing a 50-kilocalorie exercise task, which can serve as both fridge magnets and personal accessories [4]. - Users can also join the "Harry Potter Series Keep Magic Challenge," selecting their preferred Hogwarts house and participating in exercise challenges for rewards [4]. Group 4: Cultural and Emotional Value - Keep's medal culture redefines sports aesthetics by transforming invisible efforts into tangible rewards, enhancing the emotional connection between users and their sports experiences [5]. - The collaboration with popular IPs like "Harry Potter" stimulates diverse groups to engage in sports, expressing their love for the culture through physical achievements [5]. Group 5: Company Performance - According to Keep's 2024 ESG report, the company hosted 807 online sports events and 3 offline medal exhibitions in 2024, attracting over 6.86 million participants [5].

Group 1 - The article discusses the importance of a strong IP (intellectual property) for companies, highlighting that a positive IP can empower a business while a negative one can lead to its downfall [2][26] - Xiaomi's new car model, the YU7, was launched at a starting price of 253,500 yuan, achieving significant pre-order success with over 200,000 units reserved within three minutes and nearly 289,000 within an hour [3][5] - Xiaomi's stock price reached a historic high of 61 HKD, with a market capitalization of 1.54 trillion HKD, indicating strong investor confidence in the company's performance [5] Group 2 - The article emphasizes that the success of the YU7 is attributed not only to its quality but also to effective marketing and the strong personal brand of its founder, Lei Jun [7][10] - The piece compares Xiaomi's marketing strategy to other successful brands, noting that emotional connection and trust play a crucial role in consumer purchasing decisions [19][21] - It contrasts Xiaomi's success with Tesla's struggles, particularly due to negative perceptions surrounding its CEO, Elon Musk, which have impacted Tesla's sales in Europe and China [22][24][25]

Core Viewpoint - The use of LABUBU as a promotional tool by banks to attract deposits has gained significant traction, reflecting a shift in marketing strategies to appeal to younger demographics [1][5][6] Group 1: LABUBU's Popularity and Market Impact - LABUBU, created by designer Long Jia Sheng in 2015, has evolved into a top IP, with its third generation product launching in April 2023 and achieving global sales success, including topping the US App Store shopping chart [1][7] - The popularity of LABUBU has been amplified by endorsements from numerous celebrities, leading to high demand and scarcity in the market, with reports of aggressive purchasing behavior [3][5] - Morgan Stanley predicts that LABUBU will significantly contribute to the growth of Pop Mart's overseas sales, with a forecasted increase of 152% by 2025 and a compound annual growth rate of 42% from 2025 to 2027 [7] Group 2: Banking Strategies and Regulatory Environment - Banks, including Ping An Bank and others, have adopted LABUBU as a means to attract deposits, with promotional activities requiring customers to deposit significant amounts to receive LABUBU products [1][5][6] - Regulatory bodies have begun to impose restrictions on banks offering physical gifts like LABUBU to attract deposits, mandating a halt to such practices and requiring a phased exit from existing promotional products by the end of 2025 [6] - The competitive pressure on bank employees to meet deposit targets has led to innovative yet risky strategies, with some employees resorting to personal purchases of LABUBU to retain clients [5][6]