smart × 百度营销案例：AI共创计划—

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class="time mt_10"> 2022-03-22   标签：<span class="tag_ids"> <a href="/tags/62?refer=889">AI</a> <span>|</span> <a href="/tags/113?refer=889">smart</a> <span>|</span> </span> </p> <div class="num flex_bet_center mt_50" style="display:none;"> <div class="l"> <p class="big-title"><span>1200万+</span></p> <p>总曝光量</p> </div> <div class="l"> <p class="big-title"><span>10万+</span></p> <p>点击量</p> </div> <div class="l"> <p class="big-title"><span>6924人</span></p> <p>参与人数</p> </div> </div> </div>  <div class="main" style="position:relative;"> <div class="content-wrapper"> <div class="content"> <h2>营销背景</h2> <p>smart品牌热度持续走低，与竞争对手mini相比存在明显差距。而转型后的产品市场，尺寸较小的新能源细分市场一派欣欣向荣，smart此次重返中国市场，品牌转型首要重塑品牌形象，smart希望凭借创新未来技术，引领新时代。在此背景下，smart联合百度推出"smart AI共创计划"，邀请广大用户一起加入一个"音乐共创实验"。</p> <h2>营销目标</h2> <p>smart提出品牌愿景“To design a smarter future together”，希望通过共创活动，让媒体、粉丝理解品牌主张。一方面希望唤起老车主对于smart源自梅赛德斯-奔驰的归属感和血统认可，另一方面也希望向广大热爱艺术、有品位的年轻人传递品牌理念，拉近与中国消费者的距离。</p> <h2>营销方案</h2> <p>洞察</p> <p>基于百度观星盘对于smart品牌搜索人群画像，年轻的年龄结构，均衡的男女比例，与目标受众一致，从常用高TGI APP排名及贴吧关注看出对于娱乐及音乐的兴趣较强，音乐是非常有力的沟通方式。</p> <p><br></p> <center><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-ae6d-4579-594e-164683248588.png" width="840" height="395"></center> <p><br></p> <p>策略</p> <p>根据人群的洞察，提出品牌与粉丝共创音乐的idea，并且希望借助AI，增加科技元素，增强未来感，以符合新产品的革新，艺术与科技的融合将是一次大胆的尝试。围绕音乐共创主题，集合品牌、明星、粉丝、平台各方参与，最终通过AI协同，完成未来科技与音乐艺术的融合，向市场传递崭新的品牌主张。</p> <p><br></p> <center><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-79c9-40db-d96b-164683249796.png" width="840" height="330"></center> <p><br></p> <h2>执行亮点</h2> <p>AI技术加持，将各类声音融合，创造多元音乐</p> <p>AI的强大能力分为对于音频的判别分类，将所有声音转化为素材;同时通过乐曲学习，掌握编曲技巧，形成自有的创作能力;不仅是音乐，文字的语义理解，及语言组织能力，也实现了作词填词。</p> <p><br></p> <center><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-2424-4f08-b0a9-164683251588.png" width="840" height="339"></center> <p><br></p> <p>从公域流量到私域运营，活动差异化开口引流，通路抵达互动阵地，随活动进度更新详情页，实时保持用户关注。</p> <p><br></p> <center><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-bda9-45f5-47f3-164683259253.png" width="840" height="316"></center> <p><br></p> <p>精准投放，实现全域引流，引爆活动详情</p> <p><br></p> <center><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-a8bf-4932-fd71-164683264900.png" width="840" height="373"></center> <p><br></p> <h2>营销效果</h2> <p>借助百度AI语音合成能力，smart以284份自然之声、195份人间烟火气作为创意灵感，将6924名参与者踊跃上传的声音素材通过百度AI强大的技术充分融合到smart全新品牌歌“无你不明天future，anyone”当中，跳脱出人声和器乐原本固有的特定频率，给大家带来更为新鲜和激进的听觉感受。</p> <p><br></p> <center><img alt="" src="https://bass-o-groove.cdn.bcebos.com/bass-o-groove/knowledge/4b534c47-03f3-45f6-fec2-164683288414.png" width="840" height="347"></center> </div> </div> <div class="gradient-overlay"></div> <button id="showMoreBtn" class="show-more-btn" data-toggle="modal" data-target="#free_consult_diy" ><i class="fas fa-chevron-down"></i> 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