Six months of continuous seeding to embed Vatti's kitchen appliance benefits into consumers' real decision scenarios6个月持续种草，让厨电卖点进入消费者的真实决策场景
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。
Company project materials on file. 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
Kitchen appliance decisions are long cycles with complex parameters and many models. Consumers need authentic explanations from creators in home, tech, food, and lifestyle sectors rather than brand ads. Vatti required a scalable, sustainable, cross-platform content seeding mechanism.厨电产品决策周期长、参数复杂、型号众多。 消费者需要的不只是品牌广告，而是来自家居、科技、美食与生活方式创作者的真实解释。 华帝需要建立一套可规模化、可持续、跨平台的内容种草机制。
02
The decisive insight关键洞察
Meantime identified core judgments connecting brand value to market action by starting from 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
Strictly select accounts matching product, audience, and scenario; build content around home selection, feature reviews, cooking experiences, comparisons, and tips; use third-party authentic experiences to explain benefits and lower parameter complexity; occupy search and decision nodes across multiple platforms; adjust platform mix and content direction based on monthly data.严格筛选与产品、人群、场景相匹配的账号； 以家装选择、功能评测、烹饪体验、产品对比与使用技巧为内容主轴； 借第三方真实体验解释产品利益，降低参数理解门槛； 用多平台内容占领消费者搜索与决策节点； 根据月度数据持续调整平台组合与内容方向。
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
严格筛选与产品、人群、场景相匹配的账号；
02
以家装选择、功能评测、烹饪体验、产品对比与使用技巧为内容主轴；
03
借第三方真实体验解释产品利益，降低参数理解门槛；
04
用多平台内容占领消费者搜索与决策节点；
05
根据月度数据持续调整平台组合与内容方向。
01
Strictly select accounts matching product, audience, and scenario
02
Build content around home selection, feature reviews, cooking experiences, comparisons, and tips
03
Use third-party authentic experiences to explain benefits and lower parameter complexity
04
Occupy search and decision nodes across multiple platforms
05
Adjust platform mix and content direction based on monthly data
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
Project materials document the delivery and communication results achieved during this period
02
Public display reflects only authorized and verified content as of the current date
What this proves它证明什么
Why this case matters案例价值
This case demonstrates how Meantime connected judgment, creativity, and execution to create a clear, reviewable project path for embedding Vatti's benefits into real consumer decision scenarios over six months.这个案例展示了明通如何围绕“6个月持续种草，让厨电卖点进入消费者的真实决策场景”，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
