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 Insights - The marketing landscape in the first week of summer 2025 showcases a diverse and dynamic approach, with brands like Meituan, Lululemon, Xianyu, and Proya engaging users through empathetic and relatable strategies [2][5][6][12][15] Group 1: Innovative Marketing Strategies - Meituan's new advertisement creatively uses "small lobsters as tools," effectively compressing and communicating the core value of the product as "sufficient, full, and cost-effective" through humor and metaphor [5] - Xianyu's appointment of Liu Yuning as its first brand ambassador emphasizes a "immersive identity binding," where the celebrity actively engages with the community rather than merely serving as a symbolic face [8][10] - Lululemon's "Summer Fun Challenge" promotes participation over performance, encouraging users to find their own movement style rather than adhering to traditional fitness standards [10][11] Group 2: Emotional Connection and Brand Identity - Proya's collaboration with actress Kwang Lingling focuses on the theme of "the secret of youth," redefining anti-aging and self-worth through storytelling and emotional resonance rather than just product promotion [14] - The overarching trend in marketing is shifting towards rebuilding relationships, where emotional engagement, rhythm, and participation are prioritized over mere technical execution or budget allocation [15][16] - Brands are increasingly striving to become entities that users want to connect with, share, and remember, reflecting a collective identity rather than a singular brand image [18]