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月经不隐藏，抖音电商超级品牌日携薇尔一起给经期比个V

时间：2023-03-15 20:00:55阅读：98497次
随着女性意识的崛起与进步，越来越多的人开始正视月经这一生理现象。Libresse薇尔是主流市场倡导月经正名化的品牌，早在2020年，就已提出&ldquo;月经不隐藏&rdquo;概念。至今，Libre
月经不隐藏，抖音电商超级品牌日携薇尔一起给经期比个V
月经不隐藏，抖音电商超级品牌日携薇尔一起给经期比个V
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随着女性意识的崛起与进步，越来越多的人开始正视月经这一生理现象。Libresse薇尔是主流市场倡导月经正名化的品牌，早在2020年，就已提出“月经不隐藏”概念。至今，Libresse薇尔倡导月经可以被谈论、月经诉求可以被理解，到月经行为可以不隐藏，逐年升级概念内涵，并以实际行动支持月经正名化。

今年，在三八妇女节这个庆祝女性权利和平等的节日，抖音电商超级品牌日携手Libresse薇尔将“月经不隐藏”进化至4.0版，呼吁社会关注、理解经期的每一面；以#给经期比个V为传播主题，鼓励女性经期也要自信多彩，贴合每一面真实自我。通过态度短片、“薇尔猩动周”运动慢闪店、明星周冬雨抖音直播首秀、达播矩阵等立体传播动作，实现整体曝光超2亿，助力薇尔营销破圈，声势鹊起，销售爆发。

态度短片燃爆话题，内容矩阵助推声量爆发

此次薇尔抖音电商超级品牌日深入洞察女性力量，以“每一种经期姿态，都不应该被禁锢，就如同真实的你的每一面，不需要隐藏”为出发点，结合“比V”姿势，展现女性勇敢打破常规的自信力量。

2月17日-3月8日，@Libresse薇尔发起“比V”趣味挑战赛，并推出经期“比V”礼盒，让消费者以更有实感的方式参与此次发声。期间，@祝晓晗、@冻邱梨 等抖音KOL发布相关视频，从亲情、爱情等角度叙述经期温馨故事，吸引众多UGC自发参与，话题#给经期比个V阅读量超8950W。

@薇尔官方旗舰店 站内上线「贴合每一面 给经期比个V」态度短片，展现女性经期状态的多元化。通过不失真、不渲染的态度短片呼吁社会关注、理解经期的每一面。

通过态度短片和全民任务，Libresse薇尔倡导女性接纳经期带来的每一面，鼓励众多女性大方展示自己的经期真实面。代入感极强的女性群像进一步强化情感共鸣，精准触达女性目标群体的心智，为品牌建立良好的社交影响和口碑优势。

“薇尔猩动周”联名上线，跨界联动玩转流量密码

2月23日至3月8日，Libresse薇尔与知名健身房品牌超级猩猩共同打造“薇尔猩动周”运动慢闪店，给女生们送上“贴猩好礼”，为女性用户打造出一个既有趣味性，又兼具实用价值的经期运动指导平台。

线上联名直播和线下覆盖北上广深4城，17家精选门店的联合课程、开启#薇尔猩动周，联动北京、上海、广州、深圳多地门店，上线彩蛋课程；鼓励女性经日由自己定义，有薇尔卫生巾，更贴合女性经期每一面的真实需求，一起开启多面的舒适的经期体验。活动引发用户打卡热潮，为店铺带来优质用户沉淀，帮助品牌成功积累高潜力会员人群，活动期间累计入会近7W，环比增长200%+，实现社会效益和商业效益双丰收。

明星&达人助阵直播间，货架场景持续发力

经由“薇尔猩动周”和线上大事件发酵活动声量后，Libresse薇尔推出品牌代言人周冬雨抖音直播首秀，彻底引爆声量。3月1日，周冬雨发布直播预热ID视频，利用自身影响力提高活动知名度，吸引粉丝关注。次日，周冬雨在Libresse薇尔官方直播间开启抖音直播首秀，鼓励女性以比“V”的积极态度面对月经，累计观看人次超30W。

为承接爆发式流量，多位达人打造直播矩阵，带动生意成倍爆发。3月2日-3月3日，达人@祝晓晗、@小五_ 接连做客品牌官方直播间，带动流量高效转化，助力自播矩阵账号单日成交破百万。同时，头部达人@疯狂小杨哥、@贾乃亮、@老板上班了 等纷纷直播助阵，达人带货GMV累计破千万。

此外，薇尔抖音电商超级品牌日深度耦合品牌馆、超值购频道等货架资源，承接内容场域搜索引流，中心场GMV对比活动前一周提升300%+，抖音商城成交爆发高达5倍。最终，活动整体订单量突破18W，抖音独家爆款套组自播突破200W。

定制品牌差异化营销链路，助力品牌营销破圈

在38妇女节这一重要节点，Libresse薇尔的“月经不隐藏”4.0发现并理解女性经期的每一面，尊重并支持女性获得更具体的选择权利和经期自由，为女性提供真正贴合经期需求的解决方案。同时，鼓励女性正视自身真实的经期体验，接纳经期的每一面，真实自信地度过经日；呼吁社会关注、理解女性经期需求，尊重女性经期的多元化。

抖音电商超级品牌日深入挖掘“月经不隐藏”的社会意义，针对品牌特性定制差异化营销主题#给经期比个V，以多样化营销方式帮助品牌提升曝光和流量，为品牌提供“薇尔猩动周”运动慢闪店、“比V”营销大事件等丰富的内容场域，引流货架场景，促使营销场景全面爆发，实现三场一体共振，达成营销破圈。未来，抖音电商超级品牌日将继续创新营销方式，为品牌和用户带来更好的消费体验，推动电商行业良性发展。

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