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品牌部烧掉百万搞活动,最终只用于朋友圈转发
Hu Xiu· 2025-07-22 13:39
Group 1 - The article discusses the disconnect between large-scale brand events and actual consumer engagement, highlighting that many events are more for internal stakeholders than for the public [4][5][10] - Despite significant budgets allocated for these events, the actual impact in terms of brand visibility and consumer discussion is minimal, often resulting in low engagement metrics such as only 238 shares on social media [7][11] - The focus on internal social media sharing as the primary KPI indicates a lack of genuine outreach to consumers, leading to a perception of these events as "social obligation labor" rather than effective marketing [6][10][21] Group 2 - Successful brand activities should prioritize content creation and social engagement over mere ceremonial displays, as consumers are more interested in emotional value and interactive content [15][16][18] - The article emphasizes that high budgets do not guarantee effective communication; instead, funds are often wasted on self-indulgent activities that fail to resonate with the target audience [19][20] - Companies are encouraged to rethink their event strategies by asking critical questions about who will engage with the content and whether it will spark genuine discussions beyond their internal circles [21]