[ { "id": "case/2023-03-coca-cola-create-real-magic", "type": "case", "category": "aigc-creative", "title": "Coca-Cola「Create Real Magic」AI共创艺术平台", "market": "global", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Coca-Cola", "industry": "food-beverage" }, "objective": "awareness", "channels": [ "campaign-microsite", "offline-ooh", "social-organic" ], "period": { "start": "2023-03", "end": "2023-03" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/openai-gpt", "tool_name_raw": "GPT-4", "capability": "copy-generation", "role_in_campaign": "在CreateRealMagic.com平台上为消费者生成创意文案内容" }, { "tool": "tool/openai-dalle", "tool_name_raw": "DALL-E 2", "capability": "image-generation", "role_in_campaign": "让消费者用品牌资产（瓶身、logo等）生成AI艺术作品，优胜作品登上时代广场和皮卡迪利广场大屏" } ], "results": [], "learnings": [ { "claim": "把生成式AI开放给消费者做UGC共创，可以在不产出官方AI广告的前提下抢占「品牌×AI」话题，且争议风险远低于品牌自己发AI成片", "scope": "拥有强视觉资产的大众消费品牌" }, { "claim": "与OpenAI、Bain共建专属平台并限定品牌素材范围，是控制UGC内容安全的关键机制", "scope": "开放式AI共创活动" } ], "contributes_to": [], "sources": [ { "url": "https://www.coca-colacompany.com/media-center/coca-cola-invites-digital-artists-to-create-real-magic-using-new-ai-platform", "kind": "brand-confirmed", "title": "Coca-Cola Invites Digital Artists to 'Create Real Magic' Using New AI Platform" }, { "url": "https://www.marketingdive.com/news/coca-cola-coke-generative-ai-marketing-art/645465/", "kind": "media", "title": "Coke asks consumers to generate art with new AI platform (Marketing Dive)" }, { "url": "https://www.thedrum.com/news/2023/03/20/coke-launches-create-real-magic-ai-art-contest-using-gpt-4-and-dall-e", "kind": "media", "title": "Coke launches 'Create Real Magic' AI art contest using GPT-4 and Dall-E 2 (The Drum)" } ] }, { "id": "case/2023-03-zhongxuegao-sasaa", "type": "case", "category": "aigc-creative", "title": "钟薛高发布首款AI打造雪糕Sa'Saa：命名、口味、包装均由AI主导", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "钟薛高", "industry": "food-beverage" }, "objective": "launch", "channels": [ "social-organic" ], "period": { "start": "2023-03", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/openai-gpt", "tool_name_raw": "ChatGPT", "capability": "copy-generation", "role_in_campaign": "参与新品命名与口味创意，产出品牌名Sa'Saa及其多重含义" }, { "tool": "tool/ernie", "tool_name_raw": "文心一言", "capability": "copy-generation", "role_in_campaign": "与ChatGPT等多款主流AI共同参与产品概念与内容生成" }, { "tool": null, "tool_name_raw": "AI设计工具（未披露具体名称）", "capability": "image-generation", "role_in_campaign": "生成Sa'Saa包装视觉与LOGO方向，四款口味对应四套画面" } ], "results": [], "learnings": [ { "claim": "「AI打造的产品」本身可以成为传播话题，用AI参与产品共创比单纯AI产出物更易上热搜", "scope": "新品发布期的话题营销，需品牌本身有舆论关注度" }, { "claim": "AI叙事叠加3.5元低价策略帮助高端品牌切入平价市场并弱化「雪糕刺客」争议", "scope": "价格带下探的新消费品牌" } ], "contributes_to": [], "sources": [ { "url": "https://www.ithome.com/0/683/024.htm", "kind": "media", "title": "钟薛高推出由AI打造的雪糕Sa'Saa：名字、包装、口味均由AI设计" }, { "url": "https://lanjinger.com/d/206204", "kind": "media", "title": "钟薛高推「AI雪糕」，平价市场格局或生变" } ] }, { "id": "case/2023-05-nezha-gt-aigc-pian", "type": "case", "category": "aigc-creative", "title": "爱设计×哪吒汽车：AIGC二创17秒哪吒GT宣传片，2天完成", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L1", "license": "open", "brand": { "name": "哪吒汽车", "industry": "auto" }, "objective": "awareness", "channels": [ "social-organic" ], "period": { "start": "2023-05", "end": "2023-05" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/aisheji", "tool_name_raw": "爱设计AIGC平台", "capability": "video-generation", "role_in_campaign": "对哪吒GT实拍素材进行AI风格化二创并与实拍混剪，产出17秒车型宣传片" } ], "results": [ { "metric": "production_time_saving", "value": "2天完成（常规制作约需7天）", "baseline": null, "verification": "L1", "source": 0 }, { "metric": "cost_saving", "value": "制作成本降至人工剪辑的30%", "baseline": null, "verification": "L1", "source": 0 } ], "learnings": [ { "claim": "「实拍素材+AI风格化二创」的混剪路线能规避纯AI生成的画面失控问题，同时显著压缩制作周期", "scope": "已有高质量实拍素材库的品牌做短视频物料量产" } ], "contributes_to": [], "sources": [ { "url": "https://www.digitaling.com/projects/252524.html", "kind": "self-reported", "title": "爱设计 X 哪吒汽车｜AIGC制作的17秒宣传片燃爆汽车圈（数英项目）" } ] }, { "id": "case/2023-06-virgin-voyages-jen-ai", "type": "case", "category": "aigc-creative", "title": "Virgin Voyages「Jen AI」：Jennifer Lopez数字分身个性化邀请函", "market": "US", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Virgin Voyages", "industry": "travel" }, "objective": "acquisition", "channels": [ "campaign-microsite", "social-organic" ], "period": { "start": "2023-06", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "定制deepfake/生成式AI（VMLY&R × Deeplocal × Flaunt Digital）", "capability": "avatar-presenter", "role_in_campaign": "生成获授权的Jennifer Lopez数字分身，按用户输入实时合成口播其姓名与场合的个性化邮轮邀请视频" }, { "tool": null, "tool_name_raw": "AI语音克隆", "capability": "voice-dubbing", "role_in_campaign": "克隆J.Lo声音朗读发件人/收件人姓名，无法识别的姓名统一称呼为「sailor」以规避风险" } ], "results": [], "learnings": [ { "claim": "名人本人授权并参与宣传的deepfake，可把「换脸」从争议点变成传播点；未授权则是雷区", "scope": "使用名人数字分身的营销活动" }, { "claim": "个性化生成内容必须配自动安全过滤+人工审核双层机制，防止用户诱导数字分身说出不当内容", "scope": "开放用户输入的生成式内容工具" } ], "contributes_to": [], "sources": [ { "url": "https://voicebot.ai/2023/07/07/jennifer-lopez-and-virgin-voyages-train-deepfake-jen-ai-to-send-personalized-cruise-invitations/", "kind": "media", "title": "Jennifer Lopez and Virgin Voyages Train Deepfake 'Jen AI' to Send Personalized Cruise Invitations (Voicebot.ai)" }, { "url": "https://globetrender.com/2023/07/06/jen-ai-virgin-voyages-j-lo-deepfake-boost-bookings/", "kind": "media", "title": "Jen AI: Virgin Voyages creates J-Lo deepfake to boost bookings (Globetrender)" }, { "url": "https://news.designrush.com/2023-07-11-jennifer-lopez-virgin-voyages-deepfake-generative-ai-jenai", "kind": "media", "title": "Jennifer Lopez, Virgin Voyages Welcome Aboard Jen AI (DesignRush)" } ] }, { "id": "case/2023-07-volkswagen-elis-regina-ai", "type": "case", "category": "aigc-creative", "title": "Volkswagen巴西70周年AI「复活」歌手Elis Regina", "market": "BR", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Volkswagen", "industry": "auto" }, "objective": "awareness", "channels": [ "tvc", "youtube", "social-organic" ], "period": { "start": "2023-07", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "AI换脸/deepfake（AlmapBBDO制作，替身实拍+AI面部合成）", "capability": "proposed:face-swap", "role_in_campaign": "在替身演员实拍画面上用AI合成已故歌手Elis Regina的面容，实现她与女儿Maria Rita隔空对唱《Como Nossos Pais》" } ], "results": [], "learnings": [ { "claim": "「AI复活逝者」类广告即使获家属授权并收获大量感动泪点，仍可能触发行业监管调查（巴西广告自律组织Conar立案），情感收益与伦理风险并存", "scope": "使用已故公众人物形象的广告" }, { "claim": "先取得遗属深度参与和公开背书、再向品牌提案，是此类创意能落地的前提", "scope": "数字复活/遗产授权类创意" } ], "contributes_to": [], "sources": [ { "url": "https://www.thedrum.com/news/2023/08/15/heartwarming-tribute-or-ethical-breach-ai-powered-volkswagen-ad-sparks-controversy", "kind": "media", "title": "Heartwarming tribute or ethical breach? AI-powered Volkswagen ad sparks controversy (The Drum)" }, { "url": "https://www.thewrap.com/volkswagen-ai-commercial-elis-regina-brazil-video/", "kind": "media", "title": "Volkswagen Uses AI to Resurrect the Late Brazilian Singer Elis Regina (TheWrap)" } ] }, { "id": "case/2023-08-guangqifengtian-saina", "type": "case", "category": "aigc-creative", "title": "蓝标数字×广汽丰田赛那「旅程与AI，无可替代」AIGC共创campaign", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L1", "license": "open", "brand": { "name": "广汽丰田（赛那）", "industry": "auto" }, "objective": "awareness", "channels": [ "social-organic", "wechat-oa" ], "period": { "start": "2023-08", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "AIGC图文生成工具（蓝标数字工作流，未披露具体名称）", "capability": "image-generation", "role_in_campaign": "以「AI辅助旅程」为切入点，与AI共创智能化、场景化的用车体验内容与视觉物料" } ], "results": [ { "metric": "reach", "value": "官方自媒体平台阅读量超600万", "baseline": null, "verification": "L1", "source": 0 } ], "learnings": [ { "claim": "把AIGC作为内容共创者写进campaign叙事（人与AI共同完成旅程），比单纯用AI降本更有传播点", "scope": "主打智能化卖点的汽车品牌内容营销" } ], "contributes_to": [], "sources": [ { "url": "https://www.digitaling.com/projects/258054.html", "kind": "self-reported", "title": "蓝标数字×广汽丰田赛那：如何利用AIGC为品牌赋能（数英项目）" }, { "url": "https://www.adquan.com/article/334859", "kind": "self-reported", "title": "蓝标数字×广汽丰田赛那：如何利用AIGC为品牌赋能（广告门）" } ] }, { "id": "case/2024-01-zhifubao-wufujie", "type": "case", "category": "aigc-creative", "title": "支付宝2024五福节：百灵大模型驱动四大AI互动玩法", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "支付宝（蚂蚁集团）", "industry": "finance" }, "objective": "retention", "channels": [ "owned-app", "social-organic" ], "period": { "start": "2024-01", "end": "2024-02" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/ant-bailing", "tool_name_raw": "蚂蚁百灵大模型", "capability": "video-generation", "role_in_campaign": "「飙戏小剧场」让用户上传照片出演经典影视片段，「会说话红包」用AI语音视频合成生成拜年红包" }, { "tool": "tool/ant-bailing", "tool_name_raw": "蚂蚁百灵大模型", "capability": "image-generation", "role_in_campaign": "以像素级可控生成技术产出10万余张藏福图，支撑「大家来找福」找字得福卡玩法；「时空照相馆」实现亲友隔空合影" } ], "results": [ { "metric": "creative_throughput", "value": "AI生成10万多张藏福图", "baseline": null, "verification": "L2", "source": 0 } ], "learnings": [ { "claim": "把大模型能力包装成「人人可玩」的低门槛创作玩法，是国民级App将AI大规模练兵的有效路径", "scope": "超大DAU平台的节日互动campaign" }, { "claim": "AI生成把年俗互动从「领卡」升级为「共创」，用创作权提升参与欲和互动时长", "scope": "以UGC为目标的节庆活动" } ], "contributes_to": [], "sources": [ { "url": "https://www.xiaoxiong360.com/html/info/2781.html", "kind": "media", "title": "支付宝2024年五福节新增四大AI玩法" }, { "url": "https://www.digitaling.com/articles/1034284.html", "kind": "media", "title": "今年春节在支付宝演电子榨菜，集五福玩法比以前好玩了点" }, { "url": "https://news.caijingmobile.com/article/detail/513546?source_id=40", "kind": "media", "title": "五福节成AI互动应用练兵场 支付宝技术迭代提速" } ] }, { "id": "case/2024-03-under-armour-aj-ai-film", "type": "case", "category": "aigc-creative", "title": "Under Armour × Anthony Joshua「Forever Is Made Now」AI广告片", "market": "global", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Under Armour", "industry": "fashion" }, "objective": "awareness", "channels": [ "instagram", "social-organic", "youtube" ], "period": { "start": "2024-03", "end": "2024-03" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "多种AI视频/图像工具 + 3D CGI + AI配音（导演Wes Walker）", "capability": "video-generation", "role_in_campaign": "在无运动员档期、3周工期内，基于Anthony Joshua的3D模型和既有素材用AI拼合生成整支「AI-powered」广告片" }, { "tool": null, "tool_name_raw": "AI voiceover", "capability": "voice-dubbing", "role_in_campaign": "AI合成旁白配音，替代真人录音" } ], "results": [], "learnings": [ { "claim": "用AI重组既有素材而不给原创作者署名，会引发创意圈集体声讨；「AI-powered」标签不能豁免版权与署名义务", "scope": "使用历史素材/资料库训练或拼合的AI广告" }, { "claim": "AI适合解决「无明星档期+极短工期」的执行难题，但需在立项时就明确素材授权链路", "scope": "依赖体育/娱乐明星的品牌内容" } ], "contributes_to": [], "sources": [ { "url": "https://adage.com/article/creativity/under-armour-ai-ad-wes-walker-company-tool-address-backlash/2548221/", "kind": "media", "title": "Under Armour AI ad: Wes Walker, company address backlash (Ad Age)" }, { "url": "https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram/", "kind": "media", "title": "'AI-powered' ad ignites creator controversy on Instagram (TechCrunch)" }, { "url": "https://www.euronews.com/next/2024/03/15/massively-concerning-under-armours-ai-powered-sports-commercial-sparks-controversy", "kind": "media", "title": "Under Armour's 'AI-powered sports commercial' sparks controversy (Euronews)" } ] }, { "id": "case/2024-04-jingdong-caixiao-donge", "type": "case", "category": "aigc-creative", "title": "京东「采销东哥」刘强东AI数字人直播首秀", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "京东", "industry": "retail" }, "objective": "conversion", "channels": [ "platform-live", "social-organic" ], "period": { "start": "2024-04", "end": "2024-04" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/jd-yanxi", "tool_name_raw": "京东云言犀大模型", "capability": "avatar-presenter", "role_in_campaign": "以刘强东形象与声音打造AI数字人主播「采销东哥」，在京东家电家居与超市采销直播间讲解13款商品带货" } ], "results": [ { "metric": "reach", "value": "近1小时观看量超2000万（家电家居1275万+超市1128万）", "baseline": null, "verification": "L2", "source": 0 }, { "metric": "proposed:avg_view_duration_lift", "value": "用户平均停留时长达日常均值的5.6倍", "baseline": null, "verification": "L2", "source": 2 }, { "metric": "sales_lift", "value": "直播期间整体下单量较上周日日均提升7.6倍", "baseline": null, "verification": "L2", "source": 2 } ], "learnings": [ { "claim": "创始人IP与数字人技术叠加能制造强事件性流量，冷启动效率远超普通数字人直播间", "scope": "适用于有高知名度创始人/高管IP的品牌做直播首发事件" }, { "claim": "数字人直播「能省钱」但情感连接弱于真人，用户反馈「少了些感情」，长期留存待验证", "scope": "数字人常态化直播场景" } ], "contributes_to": [], "sources": [ { "url": "https://www.thepaper.cn/newsDetail_forward_27052112", "kind": "media", "title": "「刘强东」数字人直播带货首秀：观看超2000万" }, { "url": "https://m.jiemian.com/article/11051501.html", "kind": "media", "title": "刘强东AI数字人直播首秀，两大采销直播间观看人次均逾千万" }, { "url": "https://finance.sina.cn/chanjing/gsxw/2024-04-17/detail-inaschfz1973900.d.html", "kind": "media", "title": "「刘强东」数字人直播带货首秀，近1小时观看量超2000万" }, { "url": "https://36kr.com/p/2738872135985417", "kind": "media", "title": "刘强东带火的数字人直播：能省钱，难赚钱" } ] }, { "id": "case/2024-04-pedigree-adoptable", "type": "case", "category": "aigc-creative", "title": "Pedigree「Adoptable」：AI让每只收容所流浪狗成为广告主角", "market": "NZ", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Pedigree (Mars)", "industry": "pet-care" }, "objective": "conversion", "channels": [ "offline-ooh", "social-organic" ], "period": { "start": "2024-04", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "proprietary AI / 机器学习模型（Nexus Studios开发）", "capability": "image-generation", "role_in_campaign": "用数字替身确定姿态、再以ML模型把收容所随手拍的狗照片精修成专业广告级形象，投放到品牌广告位并按位置显示附近待领养犬只，被领养后实时替换" } ], "results": [ { "metric": "proposed:adoption_rate", "value": "新西兰上线后，被展示的收容所犬只中50%在头两周内找到新家", "baseline": null, "verification": "L2", "source": 2 } ], "learnings": [ { "claim": "把品牌自有媒体位捐给AI生成的公益内容（每只真实流浪狗的「广告大片」），是AI个性化与品牌宗旨结合的正面范本，拿下2024戛纳Grand Prix", "scope": "有明确品牌宗旨（purpose）的快消品牌" }, { "claim": "基于位置和库存（犬只领养状态）实时更换素材，展示了程序化创意+生成式AI的可运营闭环", "scope": "DOOH与程序化投放场景" } ], "contributes_to": [], "sources": [ { "url": "https://www.marketingdive.com/news/pedigree-ai-adoptable-shelter-dog-ad-photos-purpose-marketing/712609/", "kind": "media", "title": "Pedigree adopts AI to give 'glow ups' to shelter dog ads (Marketing Dive)" }, { "url": "https://lbbonline.com/news/using-ai-to-find-shelter-dogs-their-forever-home-with-colenso-bbdo-and-pedigree", "kind": "media", "title": "Using AI To Find Shelter Dogs Their Forever Home (LBBOnline)" }, { "url": "https://www.adsoftheworld.com/campaigns/adoptable-case-study", "kind": "self-reported", "title": "Pedigree: Adoptable case study (Ads of the World，代理商案例)" } ] }, { "id": "case/2024-05-klarna-ai-marketing-factory", "type": "case", "category": "marketing-automation", "title": "Klarna「AI营销工厂」：生成式AI年省1000万美元营销成本", "market": "global", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Klarna", "industry": "finance" }, "objective": "proposed:cost-efficiency", "channels": [ "proposed:cross-channel" ], "period": { "start": "2024-01", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/midjourney", "tool_name_raw": "Midjourney", "capability": "image-generation", "role_in_campaign": "替代外部拍摄，批量生成营销图片（Q1超1000张）" }, { "tool": "tool/openai-dalle", "tool_name_raw": "DALL-E", "capability": "image-generation", "role_in_campaign": "与Midjourney、Firefly组合承担图片生成产能" }, { "tool": "tool/adobe-firefly", "tool_name_raw": "Adobe Firefly", "capability": "image-generation", "role_in_campaign": "与Midjourney、DALL-E组合承担图片生成产能" }, { "tool": null, "tool_name_raw": "Copy Assistant（in-house，基于OpenAI）", "capability": "copy-generation", "role_in_campaign": "承担全公司约80%的营销文案写作，保持品牌语气一致" } ], "results": [ { "metric": "cost_saving", "value": "AI预计带来约1000万美元年化营销成本节省（占其成本削减收益的37%）", "baseline": null, "verification": "L2", "source": 0 }, { "metric": "cost_saving", "value": "外部营销供应商（翻译、制作、CRM、社媒代理）支出削减25%，年化节省约400万美元", "baseline": null, "verification": "L2", "source": 0 }, { "metric": "production_time_saving", "value": "图片开发周期从6周缩短至7天", "baseline": null, "verification": "L2", "source": 0 } ], "learnings": [ { "claim": "生成式AI对营销的最大可量化价值目前在生产端（图片/文案/本地化）的成本与周期压缩，而非投放端", "scope": "高频多市场投放的数字原生品牌" }, { "claim": "所有节省数字均为品牌自报，引用时应标注口径（年化、预计值）", "scope": "评估企业AI降本案例时" } ], "contributes_to": [], "sources": [ { "url": "https://www.klarna.com/international/press/ai-helps-klarna-cut-marketing-agency-spend-by-25-and-run-more-campaigns/", "kind": "self-reported", "title": "AI helps Klarna cut marketing agency spend by 25% and run more campaigns (Klarna官方新闻稿)" }, { "url": "https://www.marketingdive.com/news/klarna-gen-ai-openai-cut-marketing-spend-efficiency/717332/", "kind": "media", "title": "Klarna uses AI to save $10M on marketing annually while upping output (Marketing Dive)" }, { "url": "https://www.forbes.com/sites/meganpoinski/2024/05/29/inside-klarnas-marketing-ai-factory-which-could-save-10m-in-2024/", "kind": "media", "title": "Inside Klarna's Marketing 'AI Factory,' Which Could Save $10M In 2024 (Forbes)" } ] }, { "id": "case/2024-06-toys-r-us-sora-brand-film", "type": "case", "category": "aigc-creative", "title": "Toys\"R\"Us首支Sora生成品牌片「The Origin of Toys\"R\"Us」", "market": "US", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Toys\"R\"Us", "industry": "retail" }, "objective": "awareness", "channels": [ "youtube", "social-organic" ], "period": { "start": "2024-06", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/openai-sora", "tool_name_raw": "OpenAI Sora（Native Foreign通过alpha内测权限使用）", "capability": "video-generation", "role_in_campaign": "生成品牌起源故事影片主体画面（创始人Charles Lazarus童年梦见长颈鹿Geoffrey），AI贡献约80-85%，再叠加VFX与人工修饰" } ], "results": [], "learnings": [ { "claim": "「第一支用Sora的品牌片」这一新闻性本身就是媒介策略，可在媒体投入极小的情况下获得全球报道，但同时也会吸引「恐怖谷」式差评（如Engadget称其horrifying）", "scope": "追求技术首发话题的品牌" }, { "claim": "当前文生视频尚需大量VFX与人工后期兜底，「纯AI成片」更多是传播话术而非生产事实", "scope": "2024年文生视频工具的商用" } ], "contributes_to": [], "sources": [ { "url": "https://www.prnewswire.com/news-releases/toysrus-studios-and-native-foreign-use-openais-sora-to-narrate-the-origin-story-of-beloved-toyrus-brand-302180332.html", "kind": "brand-confirmed", "title": "Toys\"R\"Us Studios and Native Foreign Use OpenAI's Sora to Narrate the Origin Story (PR Newswire官方通稿)" }, { "url": "https://www.marketingdive.com/news/toys-r-us-openai-sora-gen-ai-first-text-video/719797/", "kind": "media", "title": "Toys R Us creates first brand film to use OpenAI's text-to-video tool (Marketing Dive)" }, { "url": "https://www.engadget.com/toys-r-us-uses-openais-sora-to-make-a-brand-film-about-its-origin-story-and-its-horrifying-214730500.html", "kind": "media", "title": "Toys 'R' Us uses OpenAI's Sora to make a brand film (Engadget)" } ] }, { "id": "case/2024-07-jianlibao-zhongguoqi", "type": "case", "category": "aigc-creative", "title": "健力宝40周年奥运营销：0实拍AIGC影片《1984中国气》", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L1", "license": "open", "brand": { "name": "健力宝", "industry": "food-beverage" }, "objective": "awareness", "channels": [ "tvc", "offline-ooh", "social-organic" ], "period": { "start": "2024-07", "end": "2024-08" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "AIGC影像生成工具（未披露具体名称，代理商耀火HOTOP）", "capability": "video-generation", "role_in_campaign": "以0实拍方式生成约4分钟品牌影片《1984中国气》，回溯1984年洛杉矶奥运叙事" } ], "results": [ { "metric": "reach", "value": "2.7亿+全网曝光量", "baseline": null, "verification": "L1", "source": 0 }, { "metric": "interaction_volume", "value": "1900W+全网互动量", "baseline": null, "verification": "L1", "source": 0 }, { "metric": "video_views", "value": "1890W+视频播放量（0 KOL投放，超出KPI 220%）", "baseline": null, "verification": "L1", "source": 0 } ], "learnings": [ { "claim": "AIGC零实拍适合「历史场景复现」题材，能以可控成本再现无法补拍的年代画面", "scope": "有历史资产可挖掘的老牌国货品牌" }, { "claim": "AIGC影片叠加40+民族品牌联合传播与线下霸屏，可在不买KOL的情况下达成破圈曝光", "scope": "大事件节点（奥运等）的品牌周年营销" } ], "contributes_to": [], "sources": [ { "url": "https://www.digitaling.com/projects/318877.html", "kind": "self-reported", "title": "啪！健力宝40周年AIGC奥运品牌营销：一起打出中国气（数英项目）" } ] }, { "id": "case/2024-07-lianxiang-ai-saichang", "type": "case", "category": "aigc-creative", "title": "联想巴黎奥运「用AI打造赛场全宇宙」AIGC视觉共创", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L1", "license": "open", "brand": { "name": "联想", "industry": "3c-electronics" }, "objective": "awareness", "channels": [ "weibo", "social-organic" ], "period": { "start": "2024-07", "end": "2024-08" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "AIGC图像生成工具（未披露具体名称）", "capability": "image-generation", "role_in_campaign": "将奥运项目生成为敦煌壁画、兵马俑、印象派油画等多风格视觉，并与土豆人等创意KOL共创海报与视频，实时跟进赛事热点" } ], "results": [], "learnings": [ { "claim": "AIGC的多风格快速出图能力适合奥运这类高频热点场景，让品牌以「追热点」节奏持续产出借势视觉", "scope": "大型体育赛事期间的社媒借势营销" }, { "claim": "AI厂商借AIGC共创campaign本身即是产品能力证明，实现「营销即demo」", "scope": "主打AI能力的3C/科技品牌" } ], "contributes_to": [], "sources": [ { "url": "https://socialbeta.com/campaign/22179", "kind": "media", "title": "联想：用AI打造赛场全宇宙（SocialBeta）" } ] }, { "id": "case/2024-07-mango-teen-ai-models", "type": "case", "category": "aigc-creative", "title": "Mango Teen「Sunset Dream」全AI生成模特campaign", "market": "ES", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Mango", "industry": "fashion" }, "objective": "launch", "channels": [ "social-organic", "ecommerce-platform" ], "period": { "start": "2024-07", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "in-house训练的生成式图像模型", "capability": "image-generation", "role_in_campaign": "先实拍每件真实服装，再训练生成模型把真实服装「穿」在AI模特身上，最后由艺术团队在摄影棚级流程中修图定稿" } ], "results": [], "learnings": [ { "claim": "「真实服装+AI模特」的混合流程既保证商品图真实性（避免误导消费者），又省去模特拍摄环节，是快时尚可复制的折中方案", "scope": "SKU多、上新快的服装品牌" }, { "claim": "把AI campaign纳入公司战略计划（Mango 2024-2026战略的技术杠杆）而非一次性噱头，更易获得管理层与市场的正面解读", "scope": "上市/规模化零售企业" } ], "contributes_to": [], "sources": [ { "url": "https://mangofashiongroup.com/en/w/mango-crea-la-primera-campa%C3%B1a-generada-con-inteligencia-artificial-para-su-l%C3%ADnea-teen", "kind": "brand-confirmed", "title": "Mango launches the first campaign generated by artificial intelligence for its teen line (Mango官方)" }, { "url": "https://www.forbes.com/sites/sharonedelson/2024/07/15/mango-logs-strong-first-half-leans-into-artificial-intelligence/", "kind": "media", "title": "Mango Logs Strong First Half, Leans Into Artificial Intelligence (Forbes)" }, { "url": "https://www.retailgazette.co.uk/blog/2024/07/mango-ai-campaign/", "kind": "media", "title": "Mango debuts AI-created campaign for its teen line (Retail Gazette)" } ] }, { "id": "case/2024-11-coca-cola-ai-holiday-ad", "type": "case", "category": "aigc-creative", "title": "Coca-Cola AI重制版圣诞广告「Holidays Are Coming」", "market": "global", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Coca-Cola", "industry": "food-beverage" }, "objective": "awareness", "channels": [ "tvc", "youtube", "social-organic", "campaign-microsite" ], "period": { "start": "2024-11", "end": "2024-12" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/runway", "tool_name_raw": "Runway", "capability": "video-generation", "role_in_campaign": "与其他模型组合完成全AI重制圣诞广告（由Secret Level、Silverside AI、Wild Card三家AI工作室执行，共渲染约1万帧）" }, { "tool": "tool/kling", "tool_name_raw": "Kling", "capability": "video-generation", "role_in_campaign": "与其他模型组合完成全AI重制圣诞广告（由Secret Level、Silverside AI、Wild Card三家AI工作室执行，共渲染约1万帧）" }, { "tool": "tool/leonardo", "tool_name_raw": "Leonardo", "capability": "video-generation", "role_in_campaign": "与其他模型组合完成全AI重制圣诞广告（由Secret Level、Silverside AI、Wild Card三家AI工作室执行，共渲染约1万帧）" }, { "tool": "tool/luma", "tool_name_raw": "Luma", "capability": "video-generation", "role_in_campaign": "与其他模型组合完成全AI重制圣诞广告（由Secret Level、Silverside AI、Wild Card三家AI工作室执行，共渲染约1万帧）" } ], "results": [], "learnings": [ { "claim": "用AI翻拍承载集体情感记忆的经典广告风险极高：效率与测试指标再好，也难抵「灵魂缺失」的舆论反噬", "scope": "有标志性广告遗产的品牌" }, { "claim": "AI成片的手指、物理运动等瑕疵会被网友逐帧放大检视，成为负面传播素材", "scope": "2024-2025年代际的AI视频生成技术" } ], "contributes_to": [], "sources": [ { "url": "https://www.forbes.com/sites/danidiplacido/2024/11/16/coca-colas-ai-generated-ad-controversy-explained/", "kind": "media", "title": "Coca-Cola's AI-Generated Ad Controversy, Explained (Forbes)" }, { "url": "https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-made-ad-rcna180665", "kind": "media", "title": "Coca-Cola causes controversy with AI-generated ad (NBC News)" }, { "url": "https://www.adweek.com/creativity/how-coca-colas-ai-holiday-ad-went-from-praise-to-rage/", "kind": "media", "title": "How Coca-Cola's AI Holiday Ad Went From Praise To Rage (Adweek)" } ] }, { "id": "case/2025-04-tongrentang-ai-wan", "type": "case", "category": "aigc-creative", "title": "同仁堂《AI「丸」儿转养生宇宙》：AIGC重构古人IP做年轻化养生营销", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L1", "license": "open", "brand": { "name": "同仁堂", "industry": "healthcare" }, "objective": "awareness", "channels": [ "social-organic", "douyin-feed" ], "period": { "start": "2025-04", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "AIGC视频生成工具（未披露具体名称）", "capability": "video-generation", "role_in_campaign": "用AI重构古代人物形象并赋予反差人设，生成系列养生主题创意短片" } ], "results": [ { "metric": "reach", "value": "20亿+话题播放量", "baseline": null, "verification": "L1", "source": 0 }, { "metric": "interaction_volume", "value": "10.4万社媒互动量", "baseline": null, "verification": "L1", "source": 0 } ], "learnings": [ { "claim": "AIGC「复活/重构古人」的反差叙事能帮老字号在年轻社媒语境中低成本破圈", "scope": "有历史文化IP资产的老字号品牌" } ], "contributes_to": [], "sources": [ { "url": "https://www.sohu.com/a/981322590_122532322", "kind": "media", "title": "AI统治营销圈？蜜雪冰城、汤臣倍健、故宫等20个案例证明：未来已来" } ] }, { "id": "case/2025-05-zalando-ai-imagery", "type": "case", "category": "marketing-automation", "title": "Zalando AI影像量产与「数字孪生」模特体系", "market": "EU", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Zalando", "industry": "retail" }, "objective": "proposed:cost-efficiency", "channels": [ "ecommerce-platform", "social-organic" ], "period": { "start": "2024-10", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "生成式AI影像流水线（in-house）", "capability": "image-generation", "role_in_campaign": "批量生成编辑类campaign影像，快速响应社媒上的短命时尚趋势" }, { "tool": null, "tool_name_raw": "AI数字孪生模特", "capability": "proposed:digital-twin", "role_in_campaign": "为真人模特建三维数字分身，campaign与商品页可复用同一模特形象而无需重复拍摄" } ], "results": [ { "metric": "cost_saving", "value": "影像制作成本降低90%", "baseline": null, "verification": "L2", "source": 0 }, { "metric": "production_time_saving", "value": "制作周期从6-8周缩短至约3-4天", "baseline": null, "verification": "L2", "source": 0 }, { "metric": "proposed:ai_content_share", "value": "2024年第四季度约70%的编辑类campaign图片为AI生成", "baseline": null, "verification": "L2", "source": 0 } ], "learnings": [ { "claim": "AI影像的核心商业价值是「速度红利」：把内容生产周期压进社媒趋势的存活窗口内（数天），才能吃到趋势流量", "scope": "追逐趋势的电商/快时尚内容运营" }, { "claim": "「数字孪生」以真人模特授权为基础，是比纯虚拟模特更易被行业和公众接受的路径", "scope": "时尚电商的AI模特应用" } ], "contributes_to": [], "sources": [ { "url": "https://finance.yahoo.com/news/zalando-uses-ai-speed-marketing-070427441.html", "kind": "media", "title": "Zalando uses AI to speed up marketing campaigns, cut costs (Reuters via Yahoo Finance)" }, { "url": "https://www.businessoffashion.com/news/technology/zalando-generative-ai-imagery-digital-twin-models/", "kind": "media", "title": "Zalando Uses AI to Speed up Marketing Campaigns, Cut Costs (Business of Fashion)" } ] }, { "id": "case/2025-08-mixue-xuewang-tiedazi", "type": "case", "category": "aigc-creative", "title": "蜜雪冰城×快手可灵AI《来了铁搭子》：「意想不到的雪王」AI特效UGC共创", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "蜜雪冰城", "industry": "food-beverage" }, "objective": "awareness", "channels": [ "kuaishou-feed", "rednote", "social-organic" ], "period": { "start": "2025-08", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/kling", "tool_name_raw": "可灵AI", "capability": "video-generation", "role_in_campaign": "AI特效「意想不到的雪王」读懂用户上传照片场景，自动续写雪王剧情，生成千人千面的同框短视频，驱动UGC共创大赛" } ], "results": [ { "metric": "reach", "value": "相关话题曝光超10亿+", "baseline": null, "verification": "L2", "source": 0 }, { "metric": "interaction_volume", "value": "77.1万社媒互动量", "baseline": null, "verification": "L2", "source": 0 } ], "learnings": [ { "claim": "把AI生成能力封装成一键特效，可将UGC参与门槛降到「上传一张照片」，形成自传播内容矩阵", "scope": "有强识别度IP形象（如雪王）的大众消费品牌" }, { "claim": "IP形象在AI生成中的一致性与动作稳定性是这类玩法成立的技术前提", "scope": "IP角色类AI特效共创" } ], "contributes_to": [], "sources": [ { "url": "https://www.sohu.com/a/981322590_122532322", "kind": "media", "title": "AI统治营销圈？蜜雪冰城、汤臣倍健、故宫等20个案例证明：未来已来" }, { "url": "https://www.aitop100.cn/infomation/details/28493.html", "kind": "media", "title": "意想不到的雪王AIGC创作大赛火热进行中" } ] }, { "id": "case/2025-09-vodafone-ai-influencer", "type": "case", "category": "aigc-creative", "title": "Vodafone德国TikTok「AI网红」带货测试", "market": "DE", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "Vodafone", "industry": "telecom" }, "objective": "acquisition", "channels": [ "social-organic" ], "period": { "start": "2025-09", "end": "2025-09" }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "未披露的生成式AI数字人工具", "capability": "avatar-presenter", "role_in_campaign": "生成年轻女性AI主播形象，在Vodafone德国TikTok账号上口播1000Mbps网速与120欧元返现促销" } ], "results": [], "learnings": [ { "claim": "用AI数字人替代真人网红做促销口播，节省的是达人成本，付出的是真实性质疑：观众会以「为什么不用真人」直接质问品牌", "scope": "面向大众的促销型社媒内容" }, { "claim": "AI数字人的细节瑕疵（发丝、消失又出现的痣、僵硬语气）在竖屏近景下极易穿帮，相关视频最终被删除", "scope": "2025年AI数字人技术在近景口播场景" } ], "contributes_to": [], "sources": [ { "url": "https://fortune.com/2025/09/08/vodafone-ads-marketing-ai-influencers-technology/", "kind": "media", "title": "Vodafone's new ad proves even influencers can be replaced by AI (Fortune)" }, { "url": "https://www.engadget.com/ai/vodafone-is-testing-an-ai-actor-to-sell-its-products-instead-of-paying-a-human-to-do-it-185301360.html", "kind": "media", "title": "Vodafone is testing an AI 'actor' to sell its products (Engadget)" } ] }, { "id": "case/2025-10-gugong-baobei-tuanyuanye", "type": "case", "category": "aigc-creative", "title": "故宫博物院×火山引擎《故宫宝贝团圆夜》：AI让20余件文物「复活」", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L1", "license": "open", "brand": { "name": "故宫博物院（×火山引擎）", "industry": "entertainment" }, "objective": "awareness", "channels": [ "social-organic" ], "period": { "start": "2025-10", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": "tool/doubao-seedream", "tool_name_raw": "豆包·Seedream 4.0（火山引擎）", "capability": "image-generation", "role_in_campaign": "高精度生成文物形象，保证文物主体一致性与细纹理逼真度" }, { "tool": "tool/doubao-seedance", "tool_name_raw": "Seedance 1.0 Pro（火山引擎）", "capability": "video-generation", "role_in_campaign": "解决多主体运动协调问题，让20余件文物在中秋短片中「复活」互动" } ], "results": [ { "metric": "video_views", "value": "300万+播放量", "baseline": null, "verification": "L1", "source": 0 }, { "metric": "interaction_volume", "value": "38.3万社媒互动量", "baseline": null, "verification": "L1", "source": 0 } ], "learnings": [ { "claim": "「AI+文物」把冷展品变成有温度的角色叙事，是文化机构做节日情感营销的新范式", "scope": "博物馆等文化IP机构与AI大模型厂商的联合campaign" } ], "contributes_to": [], "sources": [ { "url": "https://www.sohu.com/a/981322590_122532322", "kind": "media", "title": "AI统治营销圈？蜜雪冰城、汤臣倍健、故宫等20个案例证明：未来已来" } ] }, { "id": "case/2025-11-tangchenbeijian-gantanjijing", "type": "case", "category": "aigc-creative", "title": "汤臣倍健30周年全AI品牌大片《敢探极境》", "market": "CN", "created": "2026-07-04", "updated": "2026-07-04", "verification": "L2", "license": "open", "brand": { "name": "汤臣倍健", "industry": "healthcare" }, "objective": "awareness", "channels": [ "social-organic", "bilibili" ], "period": { "start": "2025-11", "end": null }, "budget_band": "undisclosed", "ai_stack": [ { "tool": null, "tool_name_raw": "多模态AIGC工作流（多个AI平台协作，代理商耀火HOTOP，具体工具未披露）", "capability": "video-generation", "role_in_campaign": "全AI零实拍生成南极冰下湖科考题材品牌大片，经上百次抽卡与提示词修正还原极地场景与人物" } ], "results": [ { "metric": "interaction_volume", "value": "41.9万社媒互动量", "baseline": null, "verification": "L2", "source": 1 } ], "learnings": [ { "claim": "对「无法实拍」的极端场景（南极冰下湖），全AI制作是唯一可行且具话题性的影像方案", "scope": "科考、深海、太空等不可拍摄题材的品牌大片" }, { "claim": "「去AI感」依赖真实资料训练与海量抽卡修正，纯AI大片仍需百万级制作投入，并非零成本", "scope": "追求电影级质感的全AI品牌片" } ], "contributes_to": [], "sources": [ { "url": "https://m.adquan.com/creative/detail/356754", "kind": "media", "title": "汤臣倍健30周年，全AI品牌大片《敢探极境》（广告门）" }, { "url": "https://www.sohu.com/a/981322590_122532322", "kind": "media", "title": "AI统治营销圈？蜜雪冰城、汤臣倍健、故宫等20个案例证明：未来已来" }, { "url": "https://www.bilibili.com/video/BV1cbsdzMEPy/", "kind": "media", "title": "汤臣倍健 X 南极科考 - 全AI品牌片 敢探极境（B站）" } ] } ]