Beijing Road TEEMALL 'Tuyeye Not Just YOUNG' Exhibition Teaser Campaign北京路天河城“兔爷不一YOUNG”主题展预热
Meantime connected the mythical rabbit, art spaces, unique shops, and a city tour route to warm up the event before launch and position the mall as a search destination.明通把兔爷、艺术空间、特色商铺与城市打卡路线连接起来，让活动未开先热，让商场在搜索中先成为目的地。
Company case file materials. 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
The teaser campaign needed to spark curiosity while helping consumers understand what else is worth visiting beyond the exhibition. The project aimed to boost mall foot traffic, acquire new members, and establish Beijing Road as a trendy art destination.主题展预热既要制造好奇，也要帮助消费者理解“除了展，还有什么值得逛”。 项目目标是提升商场人气、为会员拉新，并形成北京路潮流艺术地标的认知。
02
The decisive insight关键洞察
Meantime started from real audiences, usage scenarios, and decision barriers to find core judgments that connect brand value with market action.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
Invite local Xiaohongshu influencers using the giant musical rabbit as a visual hook; link cultural creative streets, dining, cinemas, art spaces, theaters, and sports zones into a complete tour route; design titles and content around keywords like 'Beijing Road Art Trend Spot' and 'Tuyeye'; adjust tone based on platform feedback to improve naturalness and visibility; distribute resources across Dianping, Weibo, Ctrip, and Douyin.邀请本地小红书博主，以巨型音乐兔爷为视觉钩子； 串联文创艺术街区、特色餐饮、电影院、艺术空间、剧场与运动街区，形成完整打卡路线； 围绕“北京路艺术潮流打卡地”“北京路天河城”“兔爷”等关键词设计标题与内容； 根据平台反馈及时调整过满、过硬的表达，提升内容自然度与收录表现； 通过大众点评、微博、携程、抖音等赠送资源扩大分发。
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
邀请本地小红书博主，以巨型音乐兔爷为视觉钩子；
02
串联文创艺术街区、特色餐饮、电影院、艺术空间、剧场与运动街区，形成完整打卡路线；
03
围绕“北京路艺术潮流打卡地”“北京路天河城”“兔爷”等关键词设计标题与内容；
04
根据平台反馈及时调整过满、过硬的表达，提升内容自然度与收录表现；
05
通过大众点评、微博、携程、抖音等赠送资源扩大分发。
01
Invite local Xiaohongshu influencers using the giant musical rabbit as a visual hook
02
Link cultural creative streets, dining, cinemas, art spaces, theaters, and sports zones into a complete tour route
03
Design titles and content around keywords like 'Beijing Road Art Trend Spot' and 'Tuyeye'
04
Adjust tone based on platform feedback to improve naturalness and visibility
05
Distribute resources across Dianping, Weibo, Ctrip, and Douyin
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
多个目标关键词下，达人笔记进入搜索首屏
01
Creator posts appeared among the top visible results for multiple target keywords.
What this proves它证明什么
Why this case matters案例价值
This case shows how Meantime connected judgment, creativity, and execution into a clear, reviewable project path for the Beijing Road TEEMALL exhibition teaser.这个案例展示了明通如何围绕“北京路天河城“兔爷不一YOUNG”主题展预热”，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。
