Turning an energy benefit into a workplace feeling young professionals recognized as their own.战马“超级能量白领节”传播
A multi-platform campaign that matched WAR HORSE's functional benefit with the lived emotions of contemporary work.白领需要的不只是“提神”信息，而是有人懂得工作里的疲惫、自嘲与继续向前。 明通把战马写进当代职场情绪，让功能利益有了共鸣入口。
CASE 41案例 41
Internal company project materials; public release is subject to authorization and data-standard verification.公司在册项目材料
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 Office Worker Festival needed to reach young professionals across WeChat, Weibo, and Douyin. The content had to communicate the brand's energy benefit without becoming so promotional that audiences skipped it or platforms reduced its distribution.白领节活动需要在微信、微博、抖音多平台触达年轻职场人。 内容既要传递品牌能量，又不能因广告感过重被用户跳过或被平台限流。
02
The decisive insight关键洞察
Office workers do not need another generic reminder to stay alert. They respond when a brand recognizes the fatigue, self-deprecating humor, and persistence embedded in modern working life.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
Assign a different communication job to each platform while keeping one emotional center: WeChat would explain, Weibo would open discussion through animation and workplace feelings, and creators would express the brand in their own Douyin rhythm.微信承担活动信息与深度说明； 微博以动漫与职场情绪内容打开讨论； 抖音尊重达人个人风格，让创作者用自己的节奏呈现品牌； 追加西瓜视频分发，扩大长尾触达； 对排版、产品露出频次和口播强度进行复盘，沉淀后续内容规则。
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
微信承担活动信息与深度说明；
02
微博以动漫与职场情绪内容打开讨论；
03
抖音尊重达人个人风格，让创作者用自己的节奏呈现品牌；
04
追加西瓜视频分发，扩大长尾触达；
05
对排版、产品露出频次和口播强度进行复盘，沉淀后续内容规则。
01
Used WeChat for campaign information and deeper explanation.
02
Opened discussion on Weibo through animation and workplace-emotion content.
03
Protected each Douyin creator's personal style so the brand appeared in a native content rhythm.
04
Added Xigua Video distribution to extend long-tail visibility.
05
Reviewed layout, product-exposure frequency, and spoken-branding intensity to create rules for later content.
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
The recorded work established distinct channel roles and converted execution learning into reusable content guidance.
02
Any reach, view, or engagement figures remain subject to authorization and reporting verification.
What this proves它证明什么
Why this case matters案例价值
Company materials document both the multi-platform delivery and the post-campaign review of product exposure and content format.这个案例展示了明通如何围绕“战马“超级能量白领节”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。
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。
