From Grand Opening to Spring Festival: 8.258 Million Recorded Impressions从开业热度到春节消费，持续创造825.8万次关注
Meantime extended the post-opening momentum through year-end shopping, family gatherings, promotions, and new store content to capture second-wave consumer demand.商场开业不是传播终点。 明通用年货、团聚、促销与新店内容，承接开业后的第二波消费需求。
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
After the initial opening buzz, Panyu TEEMALL needed to maintain market attention before and during Spring Festival. The goal was to clarify the value of Zone B stores, year-end shopping, new year events, and dining entertainment, transforming one-time visits into repeat holiday trips.开业声量过后，番禺天河城需要在春节前后继续保持市场关注，讲清B区店铺、年货采购、新年活动与餐饮娱乐价值，把“去过一次”推进为“过年还要去”。
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-making 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
Five content pillars included year-end activities, promotional shopping, festive atmosphere, family gatherings, and top shopping destinations. We provided comprehensive guides via WeChat, expanded reach on Weibo and Xiaohongshu, engaged local community groups with text and dialogue, and combined Zone B new stores with festive events to avoid focusing solely on discounts.以年货活动、促销采购、新年氛围、家庭团聚与逛街好去处为五大内容入口； 微信公众号提供完整攻略，微博与小红书扩大话题和打卡吸引力； 投放项目周边生活社群，以“图文+对话”进入社区真实讨论； 将B区新店、特色商铺与节庆活动组合，避免内容只讲折扣。
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
以年货活动、促销采购、新年氛围、家庭团聚与逛街好去处为五大内容入口；
02
微信公众号提供完整攻略，微博与小红书扩大话题和打卡吸引力；
03
投放项目周边生活社群，以“图文+对话”进入社区真实讨论；
04
将B区新店、特色商铺与节庆活动组合，避免内容只讲折扣。
01
Launched five content pillars: year-end activities, promotional shopping, festive atmosphere, family gatherings, and top shopping destinations.
02
Delivered comprehensive guides via WeChat while expanding topic reach and check-in appeal on Weibo and Xiaohongshu.
03
Engaged local community groups with text and dialogue to enter genuine community discussions.
04
Combined Zone B new stores, specialty shops, and festive events to avoid focusing solely on discounts.
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
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
Project documentation records the delivered results and communication achievements.
02
Public displays reflect content authorized for exhibition and verified through official channels.
What this proves它证明什么
Why this case matters案例价值
Internal project materials record 8.258 million media impressions during the distribution phase; the figure is not presented as deduplicated reach, engagement, footfall, or sales.这个案例展示了明通如何围绕“从开业热度到春节消费，持续创造825.8万次关注”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
广州白云国际机场品牌增长与年度传播内容与体验激活
Guangzhou Baiyun International AirportBrand Growth and Annual CommunicationsContent and Experience Activation
