从海外品牌案例，看妇女节营销如何“打破偏见”
<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><a class="fluidbox fluidbox__instance-1 fluidbox--initialized fluidbox--closed fluidbox--ready" href="https://static.prnasia.com/pro/marketing/2022/blog/20220301/20220308-1a.jpg" style="box-sizing: border-box; background-color: transparent; color: rgb(0, 131, 126); text-decoration-line: none; transition: all 0.3s ease-out 0s; outline: none;"></a></p><div class="fluidbox__wrap" style="box-sizing: border-box; margin: 0px auto; padding: 0px; border: 0px; list-style: none; background-position: 50% center; background-size: cover; position: relative; transition: all 0.5s ease-in-out 0s; clear: both; z-index: 1;"><a class="fluidbox fluidbox__instance-1 fluidbox--initialized fluidbox--closed fluidbox--ready" href="https://static.prnasia.com/pro/marketing/2022/blog/20220301/20220308-1a.jpg" style="box-sizing: border-box; color: rgb(0, 131, 126); text-decoration-line: none; transition: all 0.3s ease-out 0s; outline: none;"><img class="size-medium aligncenter j-lazy fluidbox__thumb" alt="从海外品牌案例，看妇女节营销如何“打破偏见”" src="/uploads/image/20220418/1650211320362280.jpg" width="1729" height="962" style="box-sizing: border-box; border: 0px; vertical-align: top; transition: opacity 0s ease-in-out 0s; max-width: 100%; height: auto; display: block; margin: 0px auto; text-align: center; opacity: 1;"/><div class="fluidbox__ghost" style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; background-size: 100% 100%; background-position: 50% center; background-repeat: no-repeat; position: absolute; transition: opacity 0s ease 0.5s, transform 0.5s ease 0s, -webkit-transform 0.5s ease 0s; width: 800px; height: 533.333px; top: 0px; left: 0px;"></div><div class="fluidbox__loader" style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; opacity: 0; perspective: 200px; pointer-events: none; position: absolute; top: 0px; left: 0px; bottom: 0px; right: 0px; z-index: 2;"></div></a></div><p><br/></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">你会怎么描述或称呼“International Women’s Day”？</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">每年的3月8日，作为品牌营销的重要节点，已经成为传递品牌态度和价值观的命题作文。这个节日的称谓更是五花八门，从女生节、女神节到女王节……消费色彩浓郁。</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">一组有趣的调查数字显示：</p><ul style="box-sizing: border-box; margin-bottom: 20px; padding: 0px 0px 0px 2em; border: 0px; list-style-position: outside; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);" class=" list-paddingleft-2"><li><p>女性的消费能力和影响力往往决定着70-80%的消费行为</p></li><li><p>70%的Z世代（1995-2010年出生）表示，自己会购买那些“道德正义”品牌的产品</p></li></ul><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">可见，国际妇女节对于品牌来说不仅能够展示多元与包容精神，更是一个吸引年轻女性消费者目标人群的契机。只有读懂女人心，才能获得长久的发展，而除了跟着电商平台大张旗鼓地打造“买买买”购物狂欢，品牌还可以做什么?</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">今年国际妇女节的主题是#<span style="box-sizing: border-box; font-weight: 700;">BreakTheBias</span> – 打破固有的性别偏见，让女性可以温柔，也可以勇敢，可以哭泣，也可以坚强。值得一提的是，“性别平等”也被列为联合国2030年可持续发展目标之一。</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">在此背景下，企业如何讲好打动人心的“她力量”品牌故事，我们可以从海外品牌的传播案例中获取一些思路。相对来说，海外品牌的宣传比国内传播开始得早一些，主要围绕“为女性赋权”的核心，关键词包括：打破刻板印象(break stereotypes)、挑战现状(challenge status quo)、对抗不平等(fight inequality)等。</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">||| <span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; color: rgb(0, 128, 128);"><span style="box-sizing: border-box; font-weight: 700;">彰显创意的品牌价值短片：侧重价值观，而非消费主义</span></span></p><p><br/></p>
2022-04-18
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