最近常有人问到我,哪些典型的“参与式营销”可以称得上成功。在我的印象里,多芬和壹基金是两个难得的典型。在成为全球领先的个人护理品牌之前,多芬为强敌环饲;壹基金在创立之初也是在红十会的羽翼下发展。但他们都成功地脱颖而出,而成功的本质就是“大理念”创造“大参与”的 Recently, people often asked me what typical “participatory marketing” can be successful. In my mind, Dove and One Foundation are two rare examples. Before becoming the world’s leading personal care brand, Dove fought a fierce rival; One Foundation was also developed under the wings of the Red Cross at the beginning of its creation. But all of them have successfully come to the fore, and the essence of success is “big idea ” create “big participation ”