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认真内核打动年轻人，优酷挖掘真正的明星价值

时间：2020-08-25 13:01:55阅读：79899次
8月19日，优酷发布了VIP会员代言人系列短片，分别为王一博的&ldquo;全力一搏篇&rdquo;和张艺兴的&ldquo;够拼够敢就会有答案篇&rdquo;。相较于传统&ldquo;甜酷美&rdqu
镇魂街第一季
  • 镇魂街第一季
  • 动画 剧情
  • 黎筱濛 宝木中阳 郭盛 小连杀 齐克建 张杰 藤新 李璐
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8月19日，优酷发布了VIP会员代言人系列短片，分别为王一博的“全力一搏篇”和张艺兴的“够拼够敢就会有答案篇”。相较于传统“甜酷美”的广告片而言，优酷短片挖掘出了两位代言人最为本真的一面。透过这组广告片其实我们不难发现优酷近年来在品牌代言人挑选上的“野心”，用明星内在品质链接品牌内核态度，这才是明星代言的高阶玩法。

剧情设定凸显真实品质，优酷凭认真打动年轻人

这4支短片通过有趣的剧情设定展现出了两位代言人最真实的个性。在张艺兴的唱作短片中，可以看到他作为创作者展现出认真的魅力，“工作可以中场休息，但灵感不会下班”，对于有着相同坚持和努力的年轻人来说，无疑是最大的鼓励。王一博化身篮球少年的短片中，则展示出了遇到挫败也不断坚持的自信，“不放弃的胆量，是与自己较量”，全力一搏终会收获成果。而这些都是当下年轻人所追求的态度，这组短片以这种独特视角去呈现出了两位代言人真实的特性，也让两人影响力发挥到了极致。

视频发布后，两位代言人的微博转发量均突破了百万。之所以能够引发粉丝的关注，自然是因为这组广告片无论从剧情创意还是拍摄立意都恰好凸显出了两位代言人真实又个性的一面。“认真你就酷了”——广告片中刻画出的不仅是两位代言人真实的一面，也是当下年轻人对于生活、工作的态度选择，这与优酷近年来呈现出的风格不谋而合。

闪光偶像的背后，实力酷guy才是真正标签

当下，许多品牌一味地寻找流量明星做代言人，而优酷在明星代言上则展现出了不一样的立场，不硬拉明星塑人设，而是去挖掘明星们本真的一面。

虽然张艺兴、王一博两人都是以男团成员身份出道，但他们不只是偶像。两人均打破了偶像流量在大众脑中的传统印象，有着极具特质的个人标签，有自己的坚守和梦想。但其实他们最真实的一面一直都没有在镜头前被彻底激发出来，而优酷则率先挖掘到他们的酷guy本质。

过去，张艺兴在不少人的印象中是单纯又努力的“小绵羊”，而在《这就是街舞3》中，观众们看到了在熟悉又热爱的领域自信、追求极致的张艺兴；《少年之名》中他在幕后指导选手如何呈现完美的舞台表演，向观众们展现出他认真又负责的态度。

同样，王一博在大家印象中似乎一直保有着话少冷酷的标签，但他在《这就是街舞3》中，与选手们初次见面时会主动来一段SOLO热场，会为欣赏的舞者欢呼到表情失控，也展现出在街舞上拼搏又专业的一面赢得了更多街舞粉丝的喜爱。

优酷所挖掘出来他们身上的认真劲儿也与品牌的理念高度契合。可以看到，与两位代言人在各自熟悉领域展现着认真与专业的态度相同，优酷在制作剧集、综艺等一系列内容时也坚持着专业与认真的精神，打造精品化热门内容的同时，也让品牌的好感度和价值不断提升。“认真你就酷了”，是优酷想要传达出的一种年轻态度，这十分符合当下年轻人认真生活、努力拼搏的真实内心，很能引发年轻人的共鸣，从而吸引到大批的年轻用户。

优酷滤镜下男艺人的独特闪光点：明星与品牌间的双向赋能

对优酷而言，无论是之前的易烊千玺、朱一龙，还是如今的张艺兴、王一博，其实每次与明星的代言合作都并不是单向的借明星引流，而是通过平台与他们打造的作品、以最合适的角色塑造，呈现出他们独特又真实的一面，以作品带人从而为双方都带来持续的关注度。

有趣的是，从近年来和优酷合作过的男艺人来看，优酷似乎对他们都有着这种独特的神奇滤镜，总能挖掘出他们在帅气外表之外更内在、更个性化的特点，让用户看到最闪光的那一面。

比如，此前一直以奶油小生形象示人的潘粤明，他曾一度质疑自己不适合当一名演员，直到在《白夜追凶》中一人分饰两角，演技得到了观众的大力称赞，硬汉形象一下深入人心并捕获了大批的粉丝；在大众眼中，易烊千玺是可爱的四字弟弟乖巧感十足，而在《长安十二时辰》中，他扮演了年少有为的李必，展现出了睿智沉稳的一面，这种少年感的刻画也走进了不少人心中；跟潘粤明有相似经历、在演艺圈沉浮多年的朱一龙此前虽然扮演过不少角色，但一直未给观众留下深刻印象，直至《镇魂》播出后，隐忍克制、温润如玉的沈巍成功让朱一龙成为最具人气的小生之一。

优酷此次和王一博、张艺兴两位代言人的合作，可以说达到了1+1>2的品牌效应。品牌和明星相互赋能、彼此成就，双向挖掘出相互契合的闪光点，将艺人背后的酷guy品质以及优酷认真做内容的品牌理念巧妙传递。以品质内核为驱动，优酷这一波高阶营销玩法将助力品牌重新占领年轻消费者心智。

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