Beijing Road TEEMALL Spring Festival Campaign北京路天河城新春主题种草
Meantime connected festive decor, markets, and dining with high-quality content, turning photo stops into full-day visits and boosting consumption across retail and F&B partners.明通用高颜值内容串联A、B区新春美陈、市集、财神活动、空中花园与餐饮，让“来拍照”自然延伸为“来逛、来吃、来消费”。
Internal 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
The festival offered rich activities, yet isolated locations made it difficult for visitors to plan a complete route. The project needed to amplify festive atmosphere while driving traffic to the B zone and food vendors.春节主题活动丰富，但如果每个点位各说各话，用户很难形成完整到访路线。 项目既要释放节庆氛围，也要为B区与餐饮商户带来关注。
02
The decisive insight关键洞察
Meantime identified core connections between brand value and market action by analyzing real audiences, usage scenarios, and decision barriers.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 designed a one-day itinerary featuring themed exhibitions, decor, markets, Minion IP interactions, and dining spots. Authentic festive experiences were used to encourage saves and visits, with performance metrics guiding future influencer strategies.从主题展、美陈、市集、财神互动、空中花园、姆明IP与餐饮打卡构建一日游路线； 用具有春节氛围的真实体验内容激发收藏与到访； 对单篇曝光、互动与评论相关性进行复盘，为后续KOL/KOC组合提供依据。
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
从主题展、美陈、市集、财神互动、空中花园、姆明IP与餐饮打卡构建一日游路线；
02
用具有春节氛围的真实体验内容激发收藏与到访；
03
对单篇曝光、互动与评论相关性进行复盘，为后续KOL/KOC组合提供依据。
01
Designed a one-day visitor route linking theme exhibits, decorative installations, markets, Minion IP activities, and dining locations.
02
Produced authentic content capturing the festive atmosphere to inspire user saves and physical store visits.
03
Analyzed engagement metrics per post to refine influencer selection for future campaigns.
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 comprehensive campaign materials documenting execution results and media performance.
02
Public displays reflect authorized content verified through official project channels.
What this proves它证明什么
Why this case matters案例价值
This case study illustrates how Meantime connected strategy, creativity, and execution to create a replicable project path for Beijing Road TEEMALL's Spring Festival initiative.这个案例展示了明通如何围绕“北京路天河城新春主题种草”，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。
