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乐凯撒 女生月
LACESAR · GIRLS' MONTH
如何通过“艺术家IP营销”为品牌快速实现销售增长？
HOW TO ACHIEVE RAPID SALES GROWTH OF THE BRAND THROUGH THE "ARTIST IP MARKETING"?
WHY 问题
在2020年初因新冠病毒疫情爆发以来，实体餐饮行业受到巨大冲击，“最多挨不过六个月”，不少餐饮企业得出这样的结论。
乐凯撒作为全国第一个榴梿比萨品牌，因其原创招牌产品榴梿比萨备受女性喜爱，进店消费的女性顾客占比高达75%，所以乐凯撒将每年的三月打造为「女生月」，建立与女性间的沟通渠道扩张。
而在今年这个充满挑战的大环境下，是否进行女生月活动？如何进行？能否得到好的效果？诸多问题，仿佛无法轻易得出答案。
Since the outbreak of the new corona-virus in 2020, many of the physical catering industry worried about "Can we survive for up to six months?".
As the first durian pizza brand in china, lacesar is popular with women because of its specialty product, the proportion of female customers is as high as 75%. therefore, emperor caesar designated march every year as "girls' month" to strengthen emotional communication with them.
Is there "girls' month" keep going in the challenging environment? How to proceed? Can we have good results? these questions seems difficult to answer.
HOW 洞察
作为乐凯撒的长期品牌策略顾问，在对市场环境的深刻分析后，我们与客户达成共识，继续开展今年的女生月活动，并将活动主题定为——「勇敢の女生」。
确定主题后，我们通过INTOX所代理的UBIES亚洲创意平台联系各方艺术资源，最终选择了与本次主题最为相符的日本插画师深川優Yu Fukagawa与乐凯撒合作，围绕女生月主推的日式蒲烧鳗鱼比萨，创造出鳗鱼少女形象以及系列插画。
并以此IP形象赋能线上营销，通过微信公众号文章、小程序页面视觉呈现、社群维系与裂变、IP周边产品设计等串联起一系列传播策略。
We reached a consensus with lacesar after in-depth analysis of the market environment: held the "girls' month" event and determined the theme as "brave girl".
Then, we invited japanese illustrator yu fukagawa that through the ubies asian creative platform to launch a joint series with lacesar, to create an eel girl image and series of illustrations.
The ip “eel girl” is used for a series of brand communication strategy in online marketing, such as wechat public account articles, applets, maintenance and expansion of customer groups, and peripheral products design..
WHAT 答案
在疫情下，消费往线上引流并成为常态，品牌不应仅把其视为渠道，更应将激励社区用户创造有价值的内容作为目标来设计营销活动，增强用户的参与感与归属感，从而实现更大的品牌粘性。
英途联盟将文化趋势结合在商业项目当中，通过外部资源为客户打造IP形象作为载体，与传播手段相互赋能、及时应对市场变化，连结一系列线上活动，进行品牌裂变。激励用户主动生产内容，解决传播问题，借力为品牌赋能。
brands attracting customers through online channels has become the norm in epidemic situations. however, we should also aim to enhance the user's sense of participation and belonging, so as to design marketing activities to gain more consumer recognition.
intox takes the integration of cultural trends into commercial projects, and create an ip image for customers through external resources. it can connect a series of communication activities to empower the brand value, so that can respond to market changes in a timely manner.
THEME 活动主题——「勇敢の女生」
“女生作为一种令人捉摸不透的生物，平静的外表下内心的多样化状态，是需要探索才能了解，正如美味的比萨宣传再多都不如顾客亲自尝一下来的更精准。因此整个人物都状态是神态比较平静，这样更具内敛性与更具思考都空间，同时与市面上一般描述美食都夸张表情形成鲜明对比，更会引起大家好奇注意。”
—— Yu Fukagawa
视觉创作（IP形象）
STRATEGY 传播策略——以IP赋能营销
WECHAT ARTICLES 微信公众号文章
COLLABORATION 与元气森林联名
APPLETS 与小程序进行实时联动，做到同屏点餐
CUSTOMER GROUPS 社群维系与裂变
PERIPHERAL PRODUCTS 周边产品设计
成果 RESULTS
营业额表现
截至2020年4月7日，门店营业额环比上月增长257.4%，主推款鳗鱼比萨销量环比上月长495.87%。
媒体活跃情况
① 微信指数：女生月活动首日，微信指数日环比增长45%；
② 官方公众号：女生月四篇推文浏览量总计33w+，其中两篇浏览量达到10w+；
③ 企业微信社群：女生月活动期间，企业微信社群增粉10w+。
第三方评价
根据美团外卖平台4月的报告，乐凯撒 荣登外卖平台“十大复苏连锁餐厅”榜单。
“
消费时代，艺术与生活越来越紧密地结合在一起，品牌与艺术的合作已成为当下的趋势。艺术家的引入让消费者体验到更加自由与诗意的审美规划，透过艺术的手段实现品牌对消费者的价值投射。
In the era of consumption, the cooperation between brand and art has become a popular trend due to the close connection between them. Through cooperation with artists, consumers can experience more free and poetic feelings, and feel the value of brands through art.
”
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