喜茶小红书传播总结

喜茶小红书传播总结-【灵感一周茶礼盒】-【联名吸管杯】 一.喜茶灵感一周茶礼盒项目总结整体概览时间10.17-11.830位KOLKOC100位阅读量231w+1.4w+互动量品牌词收录率95%小红书投放思路•时间思路：根据双11活动节奏，配备不同量级及数量比重的KOL与KOC，持续为电商引流与产品种草•关键词思路：品牌名称关键词、茶包品类关键词组合礼物、办公室人群饮用场景关键词•内容选题思路：自制测评内容吸引喜茶粉丝，颜值礼物、办公好物种草，从场景纬度进行种草，同时紧贴实时热度话题•达人思路：KOL创造高优质产品内容，KOC占据搜索结果喜茶灵感一周茶礼盒KOL/KOC发布排期日期10月17日10月18日10月19日10月20日10月21日10月22日10月23日10月24日10月25日10月26日10月27日10月28日10月29日10月30日10月31日11月1日11月2日11月3日11月4日11月5日11月6日11月7日11月8日星期星期六星期日星期一星期二星期三星期四星期五星期六星期日星期一星期二星期三星期四星期五星期六星期日星期一星期二星期三星期四星期五星期六星期日KOL123322222222221KOC100位22466664466555553333344 亮点一：关键词及收录呈现•“喜茶灵感一周茶礼盒”排名1，3，4.，6，,7•“喜茶茶包测评”排名1, 2•由于小红书合作博主创作了关键词相关的优质内容，笔记被百多相关关键词多次主动收录并排名靠前喜茶灵感一周茶礼盒百度收录呈现小红书收录呈现奶茶喜茶喜茶茶包注: FMCG内容TOP50内容占5%可视为较优秀•关键词搜索前10屏内容，占比分析品牌类关键词：场景类关键词办公室茶包15%、礼物茶包10%茶产品类关键词茶饮料10%、奶茶5%喜茶30%、喜茶茶包90%办公室茶包礼物茶包茶饮料喜茶茶包测评 亮点二：竞对比较竞品：奈雪一周好茶关键词[奈雪一周好茶]TOP100搜索中喜茶礼盒内容占10%TOP20 搜索中无奈雪茶包内容奈雪一周好茶关键词呈现奈雪数据对比喜茶同量级粉丝博主喜茶投放远高于竞品KOC平均约高30%5w粉丝KOL平均约高40%10w粉丝KOL平均约高15%喜茶喜茶奈雪内容对比内容对比：奈雪：茶包的直接展示为主，配合部分好物种草话题，画面以产品为重点喜茶：无论KOC /KOL均产出了不同维护的优质内容，图片拍摄符合品牌调性话题对比：喜茶的话题更为丰富包含测评、自制、办公及各种礼物场景讨论 亮点三：多维度达人及内容选题自制喜茶内容选题策略全部选题根据实时小红书实时内容话题热度更新调整最终选取：颜值好物、办公室好物种草、深度测评、喜茶自制等热门关键词注：这也是我们种草内容能超越竞对，以及在小红书更好呈现的核心因素）对比测评办公好物颜值礼物多维度实时热度内容选题及对应类型达人匹配 亮点四：电商引流电商内容思路评论区电商信息引导电商效果部分反馈内容区电商信息引导笔记内容引导：KOL/KOC笔记正文提供购买渠道分享双十一力度，引导“囤货”评论区引导：KOL/KOC主动回复询问粉丝购买渠道等平台引流管控规避：•马爸爸电商•橙色购物软件•表情等多种方式 数据汇总-KOL序号小红书名称粉丝数（万）数据发布链接阅读量点赞评论收藏1Momo6.4380001104676https://www.xiaohongshu.com/discovery/item/5f8d56ee000000000101d3fc2香茵茵13.1760001325875https://www.xiaohongshu.com/discovery/item/5f8e6b2900000000010005db3辣味安安12.88100022762138https://www.xiaohongshu.com/discovery/item/5f8e4407000000000100a9dc4Eleven7.8400001128153https://www.xiaohongshu.com/discovery/item/5f8faa1d00000000010091e85大头妹Ada13580001745454https://www.xiaohongshu.com/discovery/item/5f9003e3000000000100b54c6媛媛的小生活6.1410001083842https://www.xiaohongshu.com/discovery/item/5f8ff6ed0000000001001a5f7gu_古妍11.97600023840159https://www.xiaohongshu.com/discovery/item/5f9137cb000000000101ee378winnie种草记5.715000039158158https://www.xiaohongshu.com/discovery/item/5f91258d000000000101f40c9一只奈7.9540001684171https://www.xiaohongshu.com/discovery/item/5f91074f000000000101d6b110斯坦鹿_7.4790002634047https://www.xiaohongshu.com/discovery/item/5f925541000000000100751711一个林柒七8.1580001344970https://www.xiaohongshu.com/discovery/item/5f924d41000000000100b02912谷粒115100013834106https://www.xiaohongshu.com/discovery/item/5f96559d00000000010010a913妞妞11.45500017811249https://www.xiaohongshu.com/discovery/item/5f96138600000000010022db14Laucaycin凯欣10.27500022024163https://www.xiaohongshu.com/discovery/item/5f97a0590000000001007b8c15陈若萌萌哒29.4470001697695https://www.xiaohongshu.com/discovery/item/5f97b291000000000101da0016傅宝宝啊2411000029663165https://www.xiaohongshu.com/discovery/item/5f991d390000000001001ef817李大美11.59900026055105https://www.xiaohongshu.com/discovery/item/5f9928eb000000000100097718泡泡儿。15.687000260142148https://www.xiaohongshu.com/discovery/item/5f9a28800000000001007fee19蘭食记8.6450001119136https://www.xiaohongshu.com/discovery/item/5f9a5b18000000000100b61d20ava啊啊26.3690002124756https://www.xiaohongshu.com/discovery/item/5f9bcc35000000000100a94321是夏夏呀14.57800020833103https://www.xiaohongshu.com/discovery/item/5f9bd686000000000101ce9f22黄喜宝10.338000903468https://www.xiaohongshu.com/discovery/item/5f9fab41000000000100229923StarryL15.68400022640107https://www.xiaohongshu.com/discovery/item/5f9fcc8a000000000100188924上茶12.129000803659https://www.xiaohongshu.com/discovery/item/5fa10aa200000000010079e025黄小素7.638000712632https://www.xiaohongshu.com/discovery/item/5fa0d30d00000000010030de26FAN10.342000805824https://www.xiaohongshu.com/discovery/item/5fa24f1100000000010038f427阿嘉7.67800021521121https://www.xiaohongshu.com/discovery/item/5fa208d8000000000101ddea28suSan_簡7.424000671819https://www.xiaohongshu.com/discovery/item/5fa360a7000000000101c5c429荳子_10.44900017433310https://www.xiaohongshu.com/discovery/item/5fa3a4700000000001007e7630半只夏天5.4520001631056https://www.xiaohongshu.com/discovery/item/5fa4c0330000000001001d3b 数据汇总-KOC序号小红书名称粉丝数（万）数据发布链接阅读量点赞评论收藏1是小万吖5.33800012810121https://www.xiaohongshu.com/discovery/item/5f8bbe2f0000000001005e882卖火柴的妹纸1.1290001076103https://www.xiaohongshu.com/discovery/item/5fa387b2000000000101cd6f3哈伊鲁118000791216https://www.xiaohongshu.com/discovery/item/5f9b8ccb000000000101de914一只气泡熊12000072147https://www.xiaohongshu.com/discovery/item/5f9a1f1c000000000101e83f5冲浪玩家417000711417https://www.xiaohongshu.com/discovery/item/5f9f7bad0000000001005fc46唐碟子11900056111https://www.xiaohongshu.com/discovery/item/5f98f1ac0000000001004e8b7开心不快乐1.31600054649https://www.xiaohongshu.com/discovery/item/5f96672e000000000100072e8-倘若我问心有愧呢11700053162https://www.xiaohongshu.com/discovery/item/5fa4c5c5000000000100411f9大米粒18000493721https://www.xiaohongshu.com/discovery/item/5f8bb6e0000000000101c77710明日之星1.2700049646https://www.xiaohongshu.com/discovery/item/5f9cd92700000000010047f211回忆左耳钉~35900471216https://www.xiaohongshu.com/discovery/item/5f8e527a0000000001