Turning a Health Brand into Interactive Content People Wanted to Join把健康品牌，做成年轻人愿意点开、愿意参与的互动内容
Across the World Cup, square dancing, 921, and Lunar New Year, Meantime built mobile H5 experiences that had value before the brand message appeared.从世界杯、广场舞到春节变装，明通不把品牌硬塞进热点，而是先找到用户愿意玩的内容机制，再让品牌自然进入。
Internal company project documentation. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Traditional pharmaceutical brands often face a dilemma in new media: content is either too technical for users to consume, or it chases trends without connecting to brand value. Baiyunshan Hutchison needed sustainable, lightweight, and participatory interaction methods to keep the brand vibrant and expand reach.传统医药品牌在新媒体上容易陷入两个极端：内容过于专业，用户不愿看； 一味追热点，又与品牌价值无关。 白云山和黄需要持续、轻量、可参与的互动方式，让品牌保持活力并扩大触达。
02
The decisive insight关键洞察
Participation had to come before product explanation. Each cultural moment needed a native interaction mechanic, with the brand entering only after the experience offered value on its own.明通从真实人群、使用场景与决策阻力出发，找到能同时连接品牌价值与市场行动的核心判断。
03
The core idea核心创意
We developed four H5 concepts around different demographics and moments, supported by WeChat KOLs, app clients, news sites, Moments, and short video influencers. The World Cup 'Fan Test' leveraged match interest for sharing; the Square Dance H5 entered high-frequency elderly scenarios; the 921 Douyin campaign used diverse content to broaden health topic reach; and the New Year's 'Yes! I'm a New Year Picture Baby' used transformation mechanics to create social currency.我们围绕不同人群与节点，连续打造四组H5创意，并配置微信KOL、客户端、新闻网站、朋友圈与短视频达人传播： 世界杯“球迷大测试”：借赛事兴趣激活分享； 广场舞互动H5：进入中老年高频生活场景； 921抖音达人传播：以男女老少多样内容扩大健康议题触达； **春节《没错！ 我就是年画宝宝》**：用变装生成机制创造节日社交货币。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
世界杯“球迷大测试”：借赛事兴趣激活分享；
02
广场舞互动H5：进入中老年高频生活场景；
03
921抖音达人传播：以男女老少多样内容扩大健康议题触达；
04
**春节《没错！ 我就是年画宝宝》**：用变装生成机制创造节日社交货币。
01
Launched the World Cup 'Fan Test' H5 to leverage match interest for organic sharing.
02
Created an interactive Square Dance H5 to enter high-frequency scenarios for middle-aged and elderly users.
03
Executed a 921 Douyin influencer campaign using diverse content to broaden reach on health topics across all demographics.
04
Produced the New Year's 'Yes! I'm a New Year Picture Baby' transformation H5 to generate festive social currency.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
项目材料记录了相应交付与传播成果；公开展示以已完成授权与口径核验的内容为准。
01
Delivered completed H5 assets and coordinated multi-channel distribution across WeChat, Douyin, and news partners.
02
Public display reflects authorized content verified for accuracy; specific metrics are not included in this public summary.
What this proves它证明什么
Why this case matters案例价值
The work connects four cultural moments with distinct interaction mechanics, audience roles, and distribution paths without extending unverified metrics.这个案例展示了明通如何围绕“把健康品牌，做成年轻人愿意点开、愿意参与的互动内容”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
One relationship word—partnership—connected Guangzhou's history, industrial opportunity, and invitation to the world.城市与企业合伙，产业与人才合伙，政府与市民合伙；广州的开放从性格变成面向未来的邀请。
