论整活儿，这届网友必须有发言权。 拿惯例的春节营销来说，就着马年，网友在线喊话伊利和蒙牛，点名要让马伊琍来代言。给伊利拟出的 slogan是"我是马伊琍，马年喝伊利"，转头又建议蒙牛签下马伊琍，slogan则是"伊琍（伊利）都说蒙牛 好"。或许是因为脑洞大得恰到好处，伊利很"听劝"，顺势签下了马伊琍，将网友的脑洞变成了马年春 节的营销实景。 不只网友，品牌们也自发地搞起了抽象。 跳出传统营销框架的品牌们，试图以荒诞、无厘头的画风抢占用户注意力。从春节档的流量炸场到日常 营销的持续破圈，抽象早已不是小众玩法，而是成为品牌对话年轻群体的主流语言之一。 几乎同期，老牌牛奶食品品牌李子园，尝试挣脱"登味饮品"的刻板标签，用一场"粉色液体风暴"席卷全 网。 这次李子园选择不走常规温情怀旧路线，而是融入嘻哈元素，邀请60多岁出道的说唱"法姥"桂香阿姨， 推出了一首说唱MV。MV中，桂香阿姨唱着"我和姊妹们一起喝点粉色的液体，一种甜甜的液体，一种 粉色的液体"，直白的歌词搭配上头的旋律，网友评价："从'质疑'到'成为'，只需将视频循环3次"。 还有早已刻入大众记忆、主打"年轻态"的脑白金。 这个深耕中老年市场的营养品品牌， ...

Core Insights - The article discusses the rise of "abstract" marketing as a new trend in the advertising industry, particularly in the context of the Chinese New Year (CNY) marketing campaigns for 2024, highlighting its effectiveness in capturing consumer attention and engagement [1][2][4] Group 1: Abstract Marketing Trend - "Abstract" has emerged as a key term on platforms like Xiaohongshu, with related posts exceeding ten million and topic views surpassing 2.8 billion [1] - Major fast-moving consumer goods (FMCG) brands like Mengniu, Yili, and RIO are adopting abstract marketing strategies to engage younger audiences by breaking conventional advertising norms [1][2] - The trend is now influencing the beauty industry, which faces unique challenges due to its focus on brand identity and emotional connections [1] Group 2: Case Studies - Yili's CNY marketing campaign features an abstract narrative with a humorous twist, exemplified by the short film "Finding Ma Yili," which plays with audience expectations and engages them interactively [2][4] - KANS's CNY advertisement, featuring Ma Sichun, employs absurdist humor and unexpected visuals to create a memorable and shareable experience, resulting in over 13 million views [4][6] - The clothing brand Semir invites user-generated content by posing an open-ended question, encouraging creative interpretations of its brand name [8] Group 3: Emotional and Psychological Factors - Abstract marketing serves as a response to societal pressures, allowing consumers to express their emotions and frustrations in a playful manner [9][11] - The strategy aims to break through consumer apathy by using unexpected and absurd imagery, creating a space for public engagement and conversation around the brand [9][11] - The rise of abstract marketing reflects a broader cultural shift towards seeking emotional release and individuality in a highly structured society [9][11] Group 4: Industry Perspectives - Industry insiders note that the popularity of abstract content is driven by "traffic anxiety," as brands seek low-cost ways to maintain visibility without significant budget increases [11] - There is debate within the industry regarding the appropriateness of abstract marketing for emerging brands versus established ones, with concerns about potential dilution of brand value [11][12] - The effectiveness of abstract marketing hinges on its ability to resonate with the brand's core identity, rather than merely serving as a superficial gimmick [19][20]

Core Insights - The marketing landscape in 2025 is undergoing unprecedented changes, shifting from a focus on "price-performance ratio" to "emotional value" and "mind share" [1][10] - Brands are increasingly leveraging key influencers to drive word-of-mouth marketing and sales growth, emphasizing the importance of building relationships with these individuals [3][9] Group 1: Innovative Marketing Strategies - The campaign featuring actor Jiang Qiming for the yogurt brand successfully integrated humor and creativity, resulting in over 2.4 billion exposures and nearly 6.7 billion video views, with first-month sales exceeding 100 million [4] - The collaboration between Mayday and Starbucks utilized emotional resonance through lyrics, leading to sold-out merchandise and increased foot traffic in stores [7] - Haier's executives engaging directly with consumers through social media and live streams showcased a unique approach, resulting in over 4 million views and significant pre-sales of their washing machines [13] Group 2: Abstract and Meme Marketing - Abstract marketing, characterized by absurdity and unconventional methods, is gaining traction as a way to capture consumer attention [10] - Luckin Coffee's partnership with the popular series "Chang'an's Lychee" led to over 1 million cups sold on the first day, demonstrating the effectiveness of humor and cultural references in marketing [17] - Meituan's use of meme marketing during a sports event resulted in a significant increase in sales for local dishes, highlighting the power of cultural relevance in marketing strategies [19][21] Group 3: Emotional Connection and Consumer Engagement - The essence of abstract marketing lies in creating a "puzzle game" for consumers, enhancing brand recall and fostering a sense of co-creation [15] - The "golden four corners" model for successful marketing includes abstract deconstruction, meme interaction, emotional resonance, and cultural identity [22] - The shift in marketing focus from "what consumers need" to "how they express who they are" reflects a deeper emotional connection as the core competitive advantage in brand marketing [22]

Core Viewpoint - The article discusses the rise of abstract advertising in brand marketing, exemplified by the influencer Tian Yiming, who has transitioned from a "greasy" persona to a successful brand collaborator, engaging in numerous abstract-themed advertisements that resonate with younger audiences [1][13]. Group 1: Tian Yiming's Marketing Strategy - Tian Yiming has shifted from a non-commercial persona to actively engaging in brand collaborations, partnering with nearly twenty brands between May and June, including KFC shampoo and Guazi used cars [1][10]. - His advertising style is characterized by exaggerated and abstract presentations, which have garnered significant engagement on platforms like Douyin, with one video receiving 115 million likes and 485 million shares [8][12]. - The low cost of collaboration with Tian Yiming, estimated at around 60,000 yuan per video, makes him an attractive option for brands seeking high engagement at a lower price point [12]. Group 2: Trends in Abstract Advertising - The trend of abstract marketing has gained traction among brands, as it effectively captures the attention of younger consumers, with platforms like Xiaohongshu and Douyin reporting billions of views on abstract-related content [17]. - Brands are increasingly using abstract marketing to create unique emotional connections with young audiences, as seen in campaigns by McDonald's and RIO, which have successfully engaged users through quirky and humorous content [14][17]. - The effectiveness of abstract advertising lies in its ability to stimulate secondary creation and long-tail dissemination, allowing brands to maintain relevance in a fragmented information landscape [18]. Group 3: Risks and Considerations - While abstract marketing can be beneficial, brands must carefully navigate the balance between attention-grabbing content and maintaining trust, as missteps can lead to public backlash [21].

Group 1: Marketing Trends - The marketing landscape is witnessing innovative strategies as brands leverage the experience economy, emotional consumption, and social communication trends to drive consumer engagement [1][2] - The "Spring Economy" is gaining momentum, with consumers seeking unique, emotionally resonant, and scenario-based experiences, prompting brands to launch creative spring marketing campaigns [2] Group 2: Case Studies in Marketing Innovation - Midea partnered with Tmall to support earthquake-affected communities in Tibet by providing home appliance upgrades, effectively connecting with local consumers through emotional storytelling [3] - Meituan's TV commercial highlights the contrast between mundane work life and the vibrant spring season, turning consumer pain points into marketing opportunities [4] - Didi's "Go to Spring" campaign creatively links everyday commuting with the joy of spring, enhancing brand relatability through emotional narratives [5][7] Group 3: Cultural and Tourism Marketing - Various cities are employing innovative marketing strategies to attract tourists, such as self-deprecating humor in Handan's campaign and cross-industry collaborations in Chengdu [8][9][10] - Shaoxing is utilizing technology and social media to enhance cultural tourism experiences, showcasing local attractions through engaging narratives [11] Group 4: Cross-Industry Collaborations - Haidilao and Fashion Bazaar's collaboration for a fashion week event merges dining and fashion, appealing to younger consumers through a unique experiential marketing approach [13][15] - McDonald's partnership with "Minecraft" exemplifies successful cross-industry marketing by creating immersive experiences that resonate with target audiences [19][22] Group 5: Abstract Marketing - Abstract marketing is emerging as a trend, allowing brands to connect with consumers through unconventional narratives and emotional resonance, as seen in various campaigns [23][31] - Gu Li Duo's spring-themed campaign creatively associates flowers with good fortune, tapping into young consumers' desires for luck and wealth [33]