Internal company project materials; public release is subject to authorization and data-standard verification. 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 team needed to change the content-distribution approach quickly while still meeting the communication objective and protecting WAR HORSE's established brand character.团队需要迅速调整内容方式，在不牺牲品牌调性的前提下完成传播目标。
02
The decisive insight关键洞察
When a campaign window is fixed, speed is not simply a production issue. The media route must be simplified around channels that can expand relevant coverage without forcing the creative into an off-brand format.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
Use recommendation-led news and content apps to widen National Day visibility while keeping the campaign proposition consistent across placements.联动腾讯头条、百家号、搜狐头条、网易头条等客户端，通过智能推荐扩大覆盖；
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
联动腾讯头条、百家号、搜狐头条、网易头条等客户端，通过智能推荐扩大覆盖；
01
Coordinated distribution through Tencent News, Baijiahao, Sohu News, NetEase News, and other news and content apps.
02
Used platform recommendation feeds to broaden campaign visibility within the available window.
03
Kept the 'Golden Energy, Gifts Arrive' proposition consistent while adapting the delivery format to each channel.
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
The team completed the adjusted content and distribution delivery within the campaign window.
02
Any reach or performance claims remain subject to authorization and reporting-method verification.
What this proves它证明什么
Why this case matters案例价值
The source materials document the selected distribution channels and the campaign's rapid adaptation requirement.这个案例展示了明通如何围绕“战马“黄金能量，好礼来袭”国庆传播”，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。
A phased operating approach that protected high-pressure holiday delivery, then shifted from rapid coverage toward higher-quality content.先守住国民品牌的节日主场，再主动减少无效刷屏，把运营推向更高的单条质量与长期关系。
