明星效应引爆：以关键传播人撬动圈层流量 中国古语有一句话"擒贼先擒王"，在营销学上，这个"王"大概指的就是"关键人"。他们可以是直接的决策者建议者、影响者采购者、把关者或使用者。通 常来说，营销要做的成功，会侧重于识别并建立与这些关键人的关系，通过他们来传播品牌信息或产品优势，利用他们的影响力来驱动口碑营销和销售增 长。 1. 蒋奇明X柠檬精：非典型明星的抽象破圈 4月22日，优酸乳官宣实力演员蒋奇明为优酸乳嚼柠檬代言人，同步推广新品"嚼柠檬"。或许很多人会疑惑蒋奇明是谁，但你一定看过他演的《边水往 事》、《漫长的季节》、《我的阿勒泰》等豆瓣高分电视剧，虽不是流量明星，但蒋奇明的影响力却依然不容小觑。有网友评价，蒋奇明在抽象赛道里， 直接解锁"发疯文学"的终极形态。 《审判一颗柠檬》宣传片中，蒋奇明以一颗柠檬精的自述，直面众水果的审判。为了证明自己是可以嚼的水果，他拼命护肤、健身、保持微笑，甚至愿意 粉身碎骨。最后通过种种努力，终于让水果们都认同了他。广告宣传一出，"嚼柠檬"这一全新单品迅速打造为潮饮界新顶流。用非典型明星的抽象特质， 将产品卖点与广告剧情深度融合，幽默、富有创意的广告内容，成功吸引了Z世代的 ...

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]