Company project materials; public release is subject to client authorization and verification of campaign delivery and results. Images and client identifiers are used only within the applicable project-rights boundary.项目结案材料在册；达人与平台素材待授权。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 product offered multiple functional benefits, but consumers do not share a specification sheet. The launch had to answer why the M3 fit a real home and create recognizable content assets quickly within the product-release window.扫地机器人的功能参数容易在同类比较中失去记忆；新品需要一个让家庭成员都能理解与参与的话题入口。
02
The decisive insight关键洞察
Pet hair, children at play, exacting cleaning habits, and busy routines are where the need for cleaning actually occurs. By combining the ideas of adorable, driving, clean, and caring, the robot could enter the home as a welcome new character rather than another appliance.人们不会因参数而讨论一款家电，但会因为它在家中扮演的新角色而愿意讲述、分享与尝试。
03
The core idea核心创意
Begin with the language of a test drive to create curiosity, reveal the robot as the new 'driver,' and then extend that mobility idea through creator participation, a Douyin challenge, multi-app visibility, livestreaming, and content commerce.把“驾驶”语言引入清洁生活，让功能变成可玩、可传播的家庭话题。
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
先用“试驾”制造悬念，再用跨界内容放大记忆。
02
用短视频挑战把洁净功能变成用户可参与的动作。
03
用多端曝光、直播与内容电商承接了解与购买路径。
01
Used a 'test drive' teaser to make audiences guess what was about to arrive before revealing the robot vacuum.
02
Connected the product's movement and intelligence with automotive and new-energy language to sharpen its technology story.
03
Created a 'Please, Robot Vacuum' Douyin challenge and interactive filter, turning household cleaning frustrations into participatory content.
04
Coordinated Toutiao, Xigua Video, Douyin, and Huoshan around the same launch moment.
05
Linked creative attention to product explanation, livestream experience, and e-commerce destinations.
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
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
新品功能从参数表进入家庭角色与生活话题。
02
预热、内容、达人、挑战、直播与电商承接被组织为一次新品任务。
01
The recorded campaign translated product functions into pet, family, parenting, and technology-lifestyle content that supported continued interaction.
02
Any view, engagement, or sales figures require client authorization and source-level verification.
What this proves它证明什么
Why this case matters案例价值
Company materials document the teaser, challenge, multi-app distribution, livestream, and commerce path as one product-launch system.明通能把技术产品的功能优势，转译为真实家庭愿意理解、参与与承接的内容路径。
Meantime avoided repetitive spec repetition over six months. Instead, it leveraged authentic usage experiences, scenario-driven content, and native platform expressions to keep Vatti visible in consumer searches regarding purchase decisions, selection criteria, and value assessment.明通不把产品参数重复六个月，而是用真实使用体验、场景化内容与平台原生表达，让华帝在“买什么、怎么选、值不值”的搜索与讨论中持续出现。
华帝品牌增长与年度传播内容与体验激活
VattiBrand growth and annual communicationContent and experience activation
From a main key visual to complete store, training, promotion, and battle report materials, Meantime provided agile, consistent annual design services to ensure every marketing action quickly reaches the retail floor.从一张主KV到一整套门店、培训、促销和战报物料，明通用敏捷且一致的年度设计服务，让每次营销动作都能迅速进入终端。
美的冰箱事业部生意增长与品牌从小做到大品牌增长与年度传播
Midea Refrigerator DivisionBusiness Growth and Scaling BrandsBrand Growth and Annual Communication
