阔乐文化：定制化短视频营销 助力网络电影优势最大化

时间：2021-10-29 14:12:18阅读：3823次
随着行业精品化进程的推进，网络电影不再一味追求“量大”，而是向着“质优”的方向不断探索前进，涌现出了一批叫好又叫座的网络电影，逐步打破观众对于网络电影的

      随着行业精品化进程的推进，网络电影不再一味追求“量大”，而是向着“质优”的方向不断探索前进，涌现出了一批叫好又叫座的网络电影，逐步打破观众对于网络电影的偏见。

      影片内容的精品化，意味着对营销的更高要求，尤其是对于网络电影营销主阵地的短视频。面对不同题材的网络电影，能否精准挖掘出最戳中观众心理的亮点，能否结合影片创造新鲜玩法，决定了营销的成败。作为专注网络电影短视频营销的阔乐文化，在一个月内为三部不同题材网络电影提供了定制化的短视频营销服务，并在抖音制造出一系列爆款，成功为影片导流。

      强打喜剧 《别叫我酒神2》分账突破千万

      由宋晓峰主演的电影《别叫我酒神2》是别叫我酒神IP系列的第二部。第一部作品拿下2043万票房，站内评分8.0，可谓叫好又叫座。所以针对这部由原班人马打造的IP续作，阔乐文化在短视频营销中延续了第一部作品中最受欢迎的酒文化、东北喜剧等亮点。一方面结合前作，传播影片中豪横的斗酒、拼酒片段，唤起前作受众的同时，以传统酒文化实现拉新。

      宋晓峰作为知名喜剧演员，其在短视频平台的号召力不容小觑。阔乐文化利用宋晓峰自带的流量，提取了宋晓峰对缸吹、美女碰瓷宋晓峰等正片内容，以及搞笑花絮在抖音进行发布。为了扩大影响力，阔乐文化策划了宋晓峰斗酒的合拍原创视频，用适合抖音的玩法传播影片，吸引了近800人参与。电影相关话题抖音播放量超8.4亿，单条视频最高点赞量超48万。话题#电影别叫我酒神2上线 登上快手娱乐榜第1、抖音娱乐榜第13、抖音热点榜第28，#别叫我酒神2太好笑了 登上快手热点榜第17。短视频平台的持续火爆，为《别叫我酒神2》上线11天分账破千万、连续16天霸榜腾讯视频网络电影票房榜前三提供了助力。

      聚焦阵容 《一级指控》唤醒港片回忆

      纯正律政港片回归之作《一级指控》集结了方中信、谭耀文、鲍起静、廖启智、曾江等一众老戏骨，院线级别的配置决定了这部网络电影的营销需要更加独特的营销策略。阔乐文化在短视频营销策略上弱化网络电影标签，通过聚焦影片内容本身，主打老戏骨过瘾飙戏、纯正律政港片、港式扫黑等影片标签，对受众进行精准引流。

      同时，针对影片的强大演员阵容，及考虑到该片是金牌配角廖启智的遗作，阔乐文化基于演员过往的经典作品、花絮采访等，制作、投放了一系列怀旧、老戏骨敬业主题的短视频，掀起了一阵以廖启智为主的怀念经典、童年回忆的风潮，爆款频出，投放大号单条最高点赞达31万，官抖最高点赞也突破5.5w，相关话题总播放量突破3亿。这也使得《一级指控》连续多日蝉联优酷悬疑电影热榜、爱奇艺电影悬疑榜、优酷分账、腾讯视频中国香港电影排行榜、猫眼全网热度榜等榜单top1。

      深挖泪点 《中国救援·绝境36天》展现中国力量

      《中国救援·绝境36天》是一部由真实事件改编的现实主义题材电影。为了消除观众心中“现实主义题材等于说教”的担忧，阔乐文化着重挖掘了影片中以命护命的精神内核，以及救援过程中人与人之间的情感变化，由此策划的人民大会堂首映礼上人物原型看片泪目的视频在抖音获得3万点赞，直戳观众的泪点。

      情感与人性之外，大国精神也是影片独特的亮点之一。阔乐文化以“政府不管花多少钱也绝不放弃每一条生命”为切入点，宣传中国救援的正能量，并与中国青年报等官媒合作，点燃了无数网友的爱国热情。话题#电影中国救援绝境36天 登上抖音娱乐榜第40位。一系列营销动作源源不断为影片引流，使其斩获腾讯平台现实主义正能量题材首日分账第1的佳绩。

      阔乐文化是业内首家专注于网络电影短视频营销的公司，1年时间为10+高口碑、高分账的网络电影提供视频制作及短视频营销服务。在内容营销制作服务之外，更注重视频内容与项目整体营销策略的深度结合、用户互动、流量引导、舆情引导等，实现营销内容从大众化娱乐到效果式转化的跨度改变。

      抖音、快手之外，阔乐文化在视频号、今日头条、西瓜视频、B站等视频平台也拥有完整的运营、分发体系，确保电影短视频内容的全网覆盖。未来，阔乐文化将继续深耕网络电影短视频营销领域，力求为网络电影提供专业定制化的短视频营销服务。

      责任编辑：任芯仪(EN063)

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