今年，活人感成为了营销圈的高频词汇。当AI越来越像人，而人与生俱来的真实、鲜活、带点毛边的"人味"却成了稀缺品。真正的活人感，不是精修人 设，而是会犯傻、能玩梗，不端不装，也更最动人。比如，雪王的街溜子体质、奔驰与麦当劳联名组成的CP、各地文旅凭借"活人感"频频出圈等。 在算法精准投喂的年代，人们反而被笨拙的真诚打动。活人感，不是策略，而是松弛；不是表演，而是本色。这也让品牌的营销有温度，让城市有了性 格，也屏幕后边的消费者愿意为此停留。 当消费者越来越渴望真实共鸣，品牌"说人话"的能力，既是加分项，也是生存必备技能之一，也使品牌的营销开始"不谈交易，而是交心"的方向进行转 变。究竟大家"交心"的方式有哪些呢？ 01 玩梗式交心，与用户玩在一起 作为撬动年轻群体的重要方式，现在品牌做营销更喜欢造梗、接梗、自黑等方式，使其营销不是生硬的蹭热点，而是让梗自然融入年轻人的语言体系，让 传播诉求在好玩、共情中实现"软着陆"。这种玩梗式营销，其本质是放下身段、走进语境，用年轻人喜欢的方式说自己的话。当品牌不再端着，而是以平 视的姿态与用户对话，交心便成了水到渠成的事。 最近凭借造梗出圈的，非麦当劳与奔驰莫属，非常麦驰（ ...

Core Viewpoint - The article discusses the recent collaboration between Luckin Coffee and Duolingo, portraying it as a dramatic "marriage" that has captured public attention and generated significant marketing buzz [3][10][38]. Group 1: Collaboration Details - The partnership is characterized as a "marriage" between two brands, with Luckin Coffee being the "chief lucky officer" and Duolingo as the "chief learning officer" [16][11]. - The collaboration was announced on July 3, with a countdown to a wedding-themed event, which included extensive social media promotion and a short film titled "We Are Getting Married" [12][14]. - The event attracted participation from well-known brands like Yili, Amu Xi, and Haier, making it a high-profile occasion in the beverage industry [6][60]. Group 2: Marketing Strategy - The marketing strategy employed by Luckin Coffee involved creating a narrative around the collaboration, likening it to a soap opera with various "characters" and "drama" [38][68]. - The campaign successfully engaged consumers, leading to a rapid sell-out of collaborative merchandise, such as the "Pee Pee Cup," which exceeded sales expectations [70][69]. - The interactive and relatable approach of the campaign helped break the traditional "high-cold" marketing mold, fostering a closer connection with consumers [76]. Group 3: Public Reaction - The public's reaction included humorous commentary on social media, with users engaging in the narrative and expressing their opinions on the brands' "relationship" [8][29]. - The collaboration has been described as a classic case in the industry, showcasing how storytelling and consumer interaction can enhance brand visibility and engagement [76]. - The article notes that the ongoing "emotional drama" surrounding the partnership has kept consumers invested and eager for updates [68][77].

Core Concept - The concept of "human touch" is gaining popularity on social media platforms like Douyin, Xiaohongshu, and Weibo, emphasizing the value of authentic and relatable content in a fast-paced, content-saturated environment [1][8][23] Group 1: Definition and Characteristics of "Human Touch" - "Human touch" can be defined as high-energy content that breaks away from polished personas to showcase authenticity [1][3] - It includes emotional storytelling and relatable scenarios that resonate with users, such as the portrayal of everyday struggles faced by workers [5][8] - The trend reflects a shift from abstract brand messaging to more tangible, relatable content that connects with audiences on a personal level [9][13] Group 2: Impact on Marketing and Branding - Brands are increasingly favoring influencers and celebrities who embody "human touch," as they resonate more with consumers than traditional high-end representations [9][14] - Successful marketing campaigns leverage relatable figures, like the endorsement of a cocktail brand by a celebrity known for their approachable persona, enhancing brand recognition [11][13] - The rise of "human touch" marketing is evident in brands engaging directly with consumers through relatable content, breaking down barriers and fostering a sense of community [18][19] Group 3: Role of Social Media Platforms - Social media platforms play a crucial role in amplifying "human touch" content, facilitating connections between brands and users [19][21] - Platforms like Xiaohongshu and Douyin are becoming trendsetters, using vibrant visuals and relatable narratives to engage younger audiences [21][22] - The dual role of platforms as both trend observers and creators helps to enhance user engagement and brand loyalty by making users feel seen and valued [21][22]