项目背景

Project Background

广州某老字号酒楼已有80年历史，面临客群老化、年轻消费者认知度低的问题。希望通过短视频平台吸引年轻消费者，提升品牌活力。

A Guangzhou heritage restaurant with 80 years of history faced challenges with aging customers and low awareness among younger demographics. They aimed to attract younger consumers through short video platforms and revitalize the brand.

营销策略

Marketing Strategy

我们制定了"老字号新玩法"的营销策略：

We developed a "Heritage Brand, New Approach" marketing strategy:

• 邀请10位本地美食达人进行探店拍摄
• 创作"老字号背后的故事"系列短视频
• 发起#老字号新味道 抖音挑战赛
• 设计专属优惠套餐促进转化

• Invited 10 local food influencers for restaurant visits
• Created "Story Behind the Heritage" short video series
• Launched #NewTasteOfHeritage Douyin challenge
• Designed exclusive discount packages to drive conversion

执行成果

Results

活动期间，相关短视频总播放量突破1200万，话题挑战参与人数超过5万，线下客流增长38%，其中25-35岁消费者占比从15%提升至42%。

During the campaign, total video views exceeded 12 million, with over 50,000 participants in the challenge. Offline foot traffic increased by 38%, with the 25-35 age group growing from 15% to 42% of total customers.