2019 Marketing Pulse |系列報導part3

Our power is our story! 前airbnb CMO Jonathan Mildenhall 的故事行銷魔力

Cindy Y.
Cindy Y.
Mar 22, 2019 · 2 min read
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第三位跟大家分享的演講者是前airbnb CMO Jonathan Mildenhall ,同時也是前可口可樂創意和策略負責人。一樣有著幽默風趣的舞台魅力,開場直接點破他打造Superbrand的秘密,那就是故事行銷!

Our power is our story!

Jonathan 分享了兩個airbnb的案例

第一個是airbnb與芝加哥藝術學院合作,打造了一個梵谷的房間。這個房間一在airbnb上架五分鐘內就被秒殺,也因為還原度超高,只要去住過的房客都打卡上傳發表於自己的社群平台上,甚至有人特別打扮成梵谷去住,擴散度極高。

第二個案例是airbnb發現了一個房客的故事,將這個故事做成了動畫,成為了一支動人的UGC。

Jonathan Mildenhall 認為在現今的行銷活動上,透過故事與消費者溝通是相當重要的,理性溝通很難去吸引和說服消費者,感性的故事議題較易吸引關注及產生共鳴。

聽過三位大咖的演講後,可以感受到其實有所共同點,也就是應更著重於人與人之間的互動及情感的連結,並用故事和內容吸引消費者,而不是一味的只講求產品的優勢,自說自話。品牌或產品如何貼近觀眾的生活才是重點。

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安德網路- 值得信賴的社群行銷專家

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