近年来，随着女性经济和社会地位提高，“她经济”成为消费市场当之无愧的主力军，「抓住女性用户」变成了当下各大品牌需要发力的方向。距离“三八妇女节”（也被称之为“女神节”、“女王节”）不到一个月的时间，大家想好怎么策划三八主题营销活动了吗？
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今天，锦上添花的活动战地记者KAKA就给各位分享5个三八女神节的营销活动案例，解锁女性活动新玩法~
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天猫随心花
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互动弹幕艺术装置
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3月5日，就在魔都新天地街头，一块猫头型的大屏幕吸引众多路人围观。在这块大屏幕上，浮现着数条关于女性刻板印象的弹幕，直到一个女孩向前迈出一步，踏上屏幕前的站台，所有的负面标签都在顷刻之间扭转。
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这正是天与空广告为天猫随心花“三八节”蓄力准备的一场好戏。只要有女性踏上大屏前的站台，就能将负面弹幕改写成鼓励与支持女性的正向弹幕：“美的样子远不止一种”“没有哪个领域是性别专属”“幸福不将就”。前后相悖的观点碰撞，以及“站出来”这样具有强烈仪式感的行为，都在短时间内带给观众极富创意的视觉冲击和回味。越来越多的女性踏上站台，见证弹幕逆转的时刻。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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在弹幕反转之后，观众们还可以扫码进入天猫线上店领取装备。通过这个装置，天猫随心花期望能够看见更多女性敢于站出来反击偏见、表达自我，而随心花也将与女性站在一起，为她们提供直面荆棘的底气。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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活动现场众多平台的KOL、KOC受邀参与线下拍照打卡活动，现场用户也在多个社交平台上以图文或视频的方式记录下每一次勇敢“战出来”的瞬间。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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多维度内容矩阵激活平台目标受众，通过创意欢乐的氛围吸引人群自发前往活动区主动参与打卡。而这场“站出来”的话题挑战也逐渐演变为一次时尚公益向的接力赛事件，不仅收获网友们的如潮好评，也赢得行业内口碑赞誉。
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巴黎欧莱雅X天猫Club直播
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《菜市场时髦女子图鉴》
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3月7日，巴黎欧莱雅联合天猫Club在重庆鹅岭贰厂文创公园直播演绎《菜市场时髦女子图鉴》。充分结合时下大热的跨界营销+KOL流量+全维度营销，提升了品牌的影响力。每一面都是自己的女王。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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上海环球港“环球口红节”
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代表乏味日常的菜市场和代表时尚耀眼的秀场，居然无缝对接，带来超新鲜的时尚体验。巴黎欧莱雅联合天猫Club举办的《菜市场时髦女子图鉴》锁定菜市场女性买菜这个十分生活化的场景——女性的时髦多彩从不会被场地所束缚。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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菜场走秀，嗨出时髦。将新鲜的瓜果蔬菜以及时尚T台搬进活动现场。韩火火化身时尚总监，运用现场的新鲜蔬果和超in配饰为三位女性搭配出菜市场look，为观众献上一场精妙绝伦的菜场大秀。告诉每位女性在菜市场也能活出闪耀，用接地气的方式树立了品牌形象，也制造出社交话题，更容易形成二次传播。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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菜场X护肤。《菜市场时髦女子图鉴》设置的“酵”醒时髦、“鲜”出时髦和时髦不成纹三个环节，每个环节与巴黎欧莱雅的明星单品巧妙结合。水果酵素与巴黎欧莱雅黑精华酵素精华液，葡萄与葡萄籽水乳套装，熨烫衣服与欧莱雅紫熨斗眼霜，结合菜场中的常见物品与欧莱雅产品的相同点进行创作，演绎出女性的多面精彩。谁能想到菜市场与美妆界也能不违和？<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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悦刻「男友寄存处」
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你能想到一个电子烟品牌也能借势三八节。3月7日，悦刻Relx 在上海、西安、武汉等城市打造“男友寄存处”主题快闪店，从字面上理解：就是将男友寄存在某处。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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事实上也确实如此，只不过这个寄存处，是有着更加新潮和好玩的场景体验。作为计划者的悦刻来说，三八节营销，不仅仅是女性的狂欢节，更是男女一起狂欢的节日。
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并且在这次的“寄存男友处”上，悦刻有着环环相扣的策略部署。对于整个场景体验区的搭建，悦刻通过对男性不同需求的洞察，划分四大特色区域，以满足男性的基本需求。分别是懒人废柴区、在线咆哮区、能量UP区、一本正经区。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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另外，除了为男性用户搭建趣味场景之外，悦刻在场景展现的细节上也有着小心思的一面。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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特别设置了拍照互动区，将男性分为8种男友类型，通过寻找与自己男友匹配的类型，进行拍照互动。
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上海环球港“环球口红节”
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借助3.8女神节日热潮，上海环球港南广场变身“励志加油站”，精美装置为消费者带来视觉和感官新体验。不仅有口红盲盒墙、与母亲合影墙、爱心照片墙等特色场景可供拍照打卡，“荔枝小游戏”等互动体验活动也为节日增添了趣味。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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现场精美的装置让少女心萌动不已，多个不同场景呈现，分分钟拍出时尚大片，让你一秒化身魔都时髦精。穿梭在巨型口红之间，如同置身一片口红森林之中，亮眼与时髦兼具！<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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除此，2021年环球港商业在延续环球口红节传统的基础上，为“美丽”赋予“励志”、“奋斗”、“感动”、“关怀”等更多意义，联合行业精英策划2021环球女性精英论坛，从“社会责任感”、“励志”、“奋斗”等诸多角度进行深刻对谈，让美持续绽放在社会的各行各业。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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OLAY「空气霜飘了」
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OLAY在女神节来临之际，OLAY提出这样一个问题“你今年多大了？”，并携手各行业的梦想家女性，拍出了《无惧年龄—追梦篇》、《无惧年龄—热血篇》的宣传片，展现对女性成就的肯定。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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除了线上的宣传，3月2日，OLAY分别在静安大悦城的摩天轮下、广州海心沙打造了一个极致梦幻的仙境—梦幻空飘云。空中飘满了白色云朵，一片纯净和优雅的画面丝毫不容许被打破的感觉。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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以上海大悦城摩天轮广场为例，OLAY将空气霜置于云层与薄雾中，既与摩天轮相映，营造出置身于仙境的氛围，同时宣传了产品轻如空气的特质。不得不说，这样的营销确实能让消费者动心。<BR style="FONT-SIZE: 14px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: break-word; overflow-wrap: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(0,0,0); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: yahei?; microsoft>
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