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<p class="p3">隨著智能手機的發展日益千里，愈來愈先進的拍攝效果更可媲美相機等級，很多人尤其年輕一代都少了使用相機拍照或曬相，而隨著新冠肺炎疫情肆虐接近一年，更重挫各行各業生意。因應種種市場的改變，我們其中一個客戶<span class="s1"> — </span>快圖美，亦要積極求變，我們最近亦因應其全面改革的網站及更多元化的個人化產品服務，進行了一個以年青人為目標群的社交媒體營銷計劃，鼓勵大眾用相片「留住美好的瞬間」。</p>
<p><em>Text：Colleen Yu</em></p>
<p class="p3">快圖美於<span class="s1"> 1982 </span>年在香港成立，是香港最大的全資管理連鎖沖印商號，提供優質及最先進的一站式影像服務。現時，<span class="s1">56 </span>間分店遍佈全港，每年拍攝證件相及沖印證件相人次超過<span class="s1"> 500,000</span>，<span class="s1">38 </span>年來累計服務超過<span class="s1"> 2 </span>千萬人。但當中佔最大部分的並不是年青客戶群，即我們稱的「<span class="s1">80 </span>後」、「<span class="s1">90 </span>後」或現在的「<span class="s1">00 </span>後」，亦是品牌最想吸納的一群。如何可以讓他們覺得快圖美並不是一個很「老」的品牌呢？我們先從年輕一代最常用的平台<span class="s1">— Instagram </span>入手，開始建立品牌名聲。因品牌於社交平台上一直只有<span class="s1"> Facebook </span>專頁，我們於是為他們開設了一個<span class="s1"> Instagram </span>帳戶，風格及內容皆呼應品牌推出的全新網站，包含不同來自內容創作者的圖像故事，例如不同攝影師的部落格及攝影作品，令專頁不只是一個有關推廣曬相產品的平台，而是一個「以照片說故事」，讓年青人有興趣停留觀看的資訊平台，引起他們對「相片構成回憶」有另一番領悟，從而再帶起他們對攝影或曬相的興趣。</p>
<p class="p3">為令年青人更有共鳴，我們亦幫品牌分別邀請了五位藝人及網絡紅人拍攝三條不同主題的「文青化」短片，分別以「校園愛情故事」、「閨密派對」和「毛孩的一天」為題，描繪不同人如何透過相片捕捉美好回憶及珍貴的時刻。「校園愛情故事」的主角是曾獲多項電影獎項提名、即將有多部電影上演的新晉演員吳肇軒，以及新晉女演員、曾出演<span class="s1"> Viu TV </span>劇集的張蔓莎；「閨密派對」由香港女子組合<span class="s1"> Super Girls </span>成員陳穎欣<span class="s1"> (Yanny) </span>和網絡女神林婷出演；「毛孩的一天」則由網絡紅人兼模特兒王子健<span class="s1"> (Kenji) </span>及其愛犬<span class="s1"> Naki </span>出演。三條短片的主角皆是現今年青人所熟識的人選，短片於快圖美的社交平台上推出後反應很好，而且我們亦建議客戶順勢舉行網上送禮活動，鼓勵大眾留言及分享給朋友，以達到理想的宣傳效果。</p>
<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-permalink="https://www.instagram.com/p/CIhjw6Ulbvy/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="13">
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<div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">在 Instagram 查看這則貼文</div>
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<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/p/CIhjw6Ulbvy/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener noreferrer">快圖美 Fotomax（@fotomaxhk）分享的貼文</a></p>
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<p><script async src="//www.instagram.com/embed.js"></script></p>
<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-permalink="https://www.instagram.com/p/CIzkyIvjyFA/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="13">
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<div style="display: block; height: 50px; margin: 0 auto 12px; width: 50px;"></div>
<div style="padding-top: 8px;">
<div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">在 Instagram 查看這則貼文</div>
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<div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div>
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<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/p/CIzkyIvjyFA/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener noreferrer">快圖美 Fotomax（@fotomaxhk）分享的貼文</a></p>
</div>
</blockquote>
<p><script async src="//www.instagram.com/embed.js"></script></p>
<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-permalink="https://www.instagram.com/p/CJFmFHOjk5U/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="13">
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<div style="padding: 19% 0;"></div>
<div style="display: block; height: 50px; margin: 0 auto 12px; width: 50px;"></div>
<div style="padding-top: 8px;">
<div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">在 Instagram 查看這則貼文</div>
</div>
<div style="padding: 12.5% 0;"></div>
<div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;">
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<div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div>
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<div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;">
<div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div>
<div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div>
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<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/p/CJFmFHOjk5U/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener noreferrer">快圖美 Fotomax（@fotomaxhk）分享的貼文</a></p>
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<p><script async src="//www.instagram.com/embed.js"></script></p>
<p class="p3">除了從線上渠道開始尋找和建立與新一代的關係，我們亦為品牌管理層安排公關訪問，重新為品牌定位，詳細闡明品牌的最新方案和服務，逐步改變人們普遍認為「照片印刷是一個傳統行業，有被淘汰的危險」的舊有觀念。</p>
<p class="p3">總言之，快圖美重塑成生活品牌只是第一步，更是市場上芸芸多個受疫情或其他不同因素影響的品牌之借鏡之一。最重要的是，品牌需要清晰確認想傳遞的信息，再結合大勢所趨而持續性的社交媒體優化，重新定義品牌形象，使能成功吸納新客群。</p>
<p class="p1"><img loading="lazy" class="alignnone wp-image-73250 size-medium" src="https://prd-cdn.jessicahk.com/wp-content/uploads/2021/01/29154343/WhatsApp-Image-2020-07-02-at-4.12.17-PMXXX-300x300.jpg" alt="Colleen Yu, 余慕莊, EX-R Consulting, Yum Me Play," width="300" height="300" srcset="https://prd-cdn.jessicahk.com/wp-content/uploads/2021/01/29154343/WhatsApp-Image-2020-07-02-at-4.12.17-PMXXX-300x300.jpg 300w, https://prd-cdn.jessicahk.com/wp-content/uploads/2021/01/29154343/WhatsApp-Image-2020-07-02-at-4.12.17-PMXXX-150x150.jpg 150w, https://prd-cdn.jessicahk.com/wp-content/uploads/2021/01/29154343/WhatsApp-Image-2020-07-02-at-4.12.17-PMXXX-120x120.jpg 120w, https://prd-cdn.jessicahk.com/wp-content/uploads/2021/01/29154343/WhatsApp-Image-2020-07-02-at-4.12.17-PMXXX.jpg 641w" sizes="(max-width: 300px) 100vw, 300px" /><br />
<strong>Colleen Yu <span class="s2">余慕莊<br />
</span><span class="s2">市場推廣顧問公司</span> EX-R Consulting <span class="s2">創辦人；兒童學習體驗平台</span> Yum Me Play <span class="s2">聯合創辦人</span></strong></p>


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