前段时间大火的电视剧《天才基本法》让许多人对“平行宇宙”充满渴望，也对平行时空里的人生选择题陷入了思考。
"The Genius Basic Law" of
007作为剧粉，经常问自己两个问题：平行世界里的另一个“我”还是“我”吗？假如这个世界是虚拟的，如何证明你不是NPC？
007, as a drama powder, often asks himself two questions: another & ldquao; me & & rdquao; me & & rdquao; me & rdquao; if the world is virtual, how can you prove that you're not a NPC?
这的确是个莎士比亚式的“To Be or Not to Be”经典问题。答案虽然我还不知道，但现实世界的确越来越元宇宙化了，前有广东电视台打造的全球首个粤语虚拟偶像悦小满出道，后有武汉首个裸眼3D数字虚拟代言人亮相......
"Span" is a Shakespearen & ldquo; To Be or Not to Be” classic question. I don't know yet, but the real world is becoming more and more cosmopolitan.
而在品牌界，元宇宙的趋势则更加明显。抖音、腾讯、百度、阿里巴巴等各大电商、大厂纷纷布局“元宇宙”，不仅成为连接消费者的新枢纽，更成为延展品牌价值的新空间。
In the brand world, the trend is even more pronounced in the meta-cosm. The major power suppliers, idiosyncrasies, tethers, centimeters, Alibabas, etc., are in a variety of configurations & ldquao; the meta-cosmos & rdquao; they become not only new hubs to connect consumers, but also new spaces to extend brand value.
不过要说今年以来给007留下深刻印象的品牌元宇宙玩法，自由点 Freemore卫生巾的表现可圈可点。作为一个追求“自由”的女性用品品牌，自由点始终致力于让女性释放自由天性，传递从“生理自由”到“女性自由”的普世共识！承载的是女性对独立、自由向往的乌托邦式的情怀。
, however, says that the brand cosmos game, which has impressed 007 since this year,
从今年7月推出全球首款敏感肌（女性用品）数字藏品，到中秋官宣元宇宙AI代言人爱夏，再到推出AR体验馆，不仅为品牌带来了更多“自由精神”的新触点，更为品牌元宇宙营销带来了一些可借鉴的参考。
元宇宙的“新场域”
& ldquao; new field & rdquao;
延展一个营销新场景
extends a new marketing scene /strang
元宇宙的“火”已经毋庸置疑。身处此般狂潮之中，人与人、人与信息、人与商品、人与服务的关系都发生了深刻的改变，一场场景革命已然来袭。从进入大众的生活场开始，元宇宙便注定成为品牌建设与营销的战略要地。
ldquao; fire & rdquao; there is no doubt. In the midst of this tide, people, people and information, people and goods, people and services have all changed profoundly, and a landscape revolution has struck. From the beginning of the popular life, the universe is destined to become a strategic place for branding and marketing.
据《2022消费品牌元宇宙营销指南》显示，有43%的行业专家预测，在元宇宙应用场景中，市场营销将会拥有非常高的潜在市场规模；同时，有超过70%的行业专家认为，元宇宙在市场营销领域发展成熟的周期仅需1-3年。
shows that 43% of industry experts predict that marketing will have a very high potential market size in the meta-cosmos application landscape; at the same time, more than 70% of industry experts believe that it will take only one to three years for the meta-cosmos to develop a mature cycle in marketing.
但现实远比“预言”更加迅猛。自去年facebook官宣入局元宇宙以来，元宇宙的风已然刮过科技圈，席卷了各大领域， 成为几乎所有品牌必追的“热点”。
But the reality is much faster than & & ldquao; prophecy & & rdquao. The wind of the Won cosmos has crossed the circle of technology since last year's Facebook proclaimed itself to be the & & ldquao; hot spots & & rdqua; /span >.
究其原因，一方面，这与碎片化时代，互联网流量红利见顶之后，消费者对传统营销的脱敏不无关系。
但另一方面，在元宇宙这个全新的虚拟世界，可以为消费者创造更丰富的消费体验也是不争的事实。在这个全新场域里，品牌为消费者提供的不仅仅是产品，还有产品背后的文化、体验和共鸣。
But on the other hand, in the new virtual world of the meta-cosmos, it is also true that it can create a richer consumption experience for consumers. In this new domain, brands provide not only the product, but also the culture, the experience and the resonance behind it.
以自由点 Freemore为例，自今年7月发布女性用品行业首款NFT数字藏品「自由梦境」，用潮流质感为消费者创造承载爱与自由的乌托邦世界；到邀请META星球的虚拟偶像IP“爱夏”担任品牌AI代言人，借助其自带科技感和未来感基因赋予品牌更多元的价值，以人格化沟通创造独一无二的代言壁垒；再到上线AR经期体验馆，利用AR技术打造虚拟空间给予消费者感知自由点 Freemore关注女性经期健康的另一种可能。
通过元宇宙“三部曲”组合拳，自由点 Freemore在元宇宙的世界不仅为品牌沉淀出永恒的数字资产，还在虚拟时空形成了以消费者为中心的营销体系，在真实世界与虚拟世界的界限不断消弭，线上与线下营销场景不断融合的过程中，让“自由人生由我定义”的品牌理念有了全新的表达场域。
02
元宇宙的“新空间”
解锁系列营销新玩法
毫无疑问，元宇宙已然成为品牌营销的全新空间。因为它不仅是品牌故事表达的新手段，也成为消费者体验升级的新方式。提升到方法论的层面来看，对于当下的元宇宙营销，可以借用电商领域的“人货场”概念，从而概括为“人：虚拟人物、货：虚拟物品（NFT）、场：虚拟场景、事：虚拟事件”四个维度的营销打法创新。
there is no doubt that the metaspace has become a whole new space for brand marketing. It has become not only a new way of expressing brand stories, but also a new way for consumers to experience upgrading. At the methodological level, for the marketing of the current meta-cosmos, it can be borrowed from the electricity business & & & & & & & & & ; concepts, so summed up as & & & & & & & & ; people: virtual characters, goods: virtual objects (NFT), theatre: virtual scenes, events: virtual events & & rdquo; four dimensions of marketing innovations .
比如以天猫AYAYI为代表的虚拟人物、以自由点 Freemore「自由梦境」NFT为代表的数字藏品、以耐克NIKELAND为代表的虚拟场景和以网易云音乐元宇宙上市仪式为代表的虚拟事件......几乎都可以概括到这四个维度里。
但007在自由点 Freemore元宇宙营销三部曲中，发现其并没有局限在“人货场事”任何单一维度，而是在四个维度上进行了融合式的创新。过程中，其发布的以自由点敏感肌系列雪绒花为核心元素的NFT数字藏品「自由梦境」成为打开品牌元宇宙世界的大门“钥匙”，通过后续在“货场事”维度上的延伸，搭建了独属于自由点 Freemore的元宇宙空间。
, but 007 in the Free Point Freemore Dollar Cosmic Marketing Trilogy, found that it was not limited to “ Human Fields & rdquo; any single dimension, but to an integrated innovation in four dimensions. In the process, its release of the NFT digital collection of free point sensitive muscle series , which is a core element of free point , became a gateway to the brand-sized metaspace & & ldquao; key & rdquao; by following up & & ldquao; yard & rdquao; dimension extension, which created a metaspace unique to freespots .
1、人格化沟通，制造品牌与消费者的双向奔赴
1, personalizing communication, making brands and consumers run two-way /span >
以NFT数字藏品「自由梦境」为起点，自由点 Freemore为后续的元宇宙营销的搭建锚定了“支点”。8月初自由点 Freemore官宣「爱夏」为元宇宙AI代言人，作为一位来自硅基文明META 星球的公主，孤身一人辗转十多年来到地球。通过这次合作，「自由梦境」显然顺势成为其融入地球大家庭的落脚点。
starts with the NFT digital collection of the dream of freedom, where Freemore anchors the subsequent marketing of the meta-cosmos & ldquo; feeder & rdquo;
但这次跨界最大的契机还是双方在精神理念上的契合，作为一个天生爱美、爱穿搭的优雅女子，「爱夏」身上有着一股不顾世俗偏见、也不接受被定义的人格特质，而这恰恰与自由点 Freemore宣扬的“自由人生由我定义”的品牌理念不谋而合。
But the greatest opportunity to cross the border is the spiritual convergence between the two sides. As a natural beauty-loving, elegant woman, Aicha has a character that ignores secular prejudices and does not accept a defined character, which is precisely what Freemore preaches & ldquao; Free Life
过程中，「爱夏」化身自由点 Freemore的人格化形象，成为自由点元宇宙的“治愈女神”给每位女性送去破次元的经期呵护能量，也以同为女性的同理心将品牌对女性经期健康的关怀具象化展现，拉近品牌与消费者的距离。
During the process, "Accor" incarnates Freemore's personalized image into & & ldquao of the free-point universe; the healing goddess & & rdquao; sending energy to every woman to break through the period of the hysteria, also in order to visualize the brand's concern for women's menstrual health and to distance the brand from the consumer.
在更大意义上，「爱夏」更展现着当下肆意活成自我的女性魅力，以一个“精神肖像”的角色与姿态为广大女性带来精神世界的鼓舞。
In a larger sense, Aisha displays the charm of a woman who is now free to live on her own and inspires a spiritual world with an & ldquao; a spiritual portrait & & rdquao; roles and gestures for women at large.
值得一提的是，不止「爱夏」本人，自由点 Freemore还邀来@小小兰Cherry、@周薇、@撸姐、@李倚冰等8位女性达人组成0敏超强达人团，共同为品牌0敏理念站台，不仅成为女性价值的自我宣言，也强化了品牌价值与态度的表达。
It is worth mentioning that not only is it Aisha himself, but Freemore has invited eight women to form a zero-sensitized super-sightd group of people, including @Chirey, @Chouwei, @Shou Xiaolan, and @Li Jae-hyeong, to co-host the brand's zero-sensit idea platform, not only as a self-proclaiming of female values, but also as an expression of brand values and attitudes.
而从更现实的意义来看，自由点 Freemore不仅借达人的圈层影响力带动品牌传播的多级扩散；还切中当下的种草风潮，以达人生产的种草内容去潜移默化影响消费者对自由点Freemore产品和品牌感知，形成营销转化。
In more practical terms, Freemore not only drives the multi-level diffusion of brands with the influence of the human circle; it also stubbles the current wave of grasses in order to allow the darkening of the content of grass produced by people to affect consumer perceptions of Freemore products and brands and create marketing transformations.
2、虚拟化的场景叙事，消费者视角的「沉浸感」塑造
, virtual scene narrative, consumer perspective's soaking' shape
其实元宇宙营销本质上还是营销活动，从传播的视角去看待，可以联想到英国学者史蒂芬森提出的「传播即游戏」。作为本就脱胎于游戏的元宇宙来说，可以让营销活动的工具性与娱乐性能够更好地融合在一起，以此来消解营销活动的功利性。
In fact,
以此来观照自由点 Freemore元宇宙三部曲的第三步——搭建首个AR经期大健康体验馆，正是通过元宇宙营销中的「游戏化」思维来构造品牌与消费者间的关系，让消费者沉浸于数字构建的娱乐场景里。
uses this as the third step of Freemore dollar cosmos trilogy & mdash; and the construction of
通过AR体验馆，自由点 Freemore再造了一个充满新奇感的品牌体验场，从寻找“天然材质”到“实验PK”，再到“0敏测试”，充满交互感的游戏化设计让消费者获得了参与即快乐的品牌体验，注意力被众多营销线索牢牢吸引，在游戏化的互动参与中与消费者共同完成一次营销活动的共创。并通过在线自测女性健康指数，为女性0敏经期助力，在沉浸式的体验中感知品牌价值点。
过程中，自由点 Freemore实现了“人”、“场”、“事”的有效串联。以国庆节点为契机，策划了一场爱夏国庆云游元宇宙虚拟事件，当AI代言人爱夏在国庆假期穿梭在元宇宙的世界体验自由点的多维价值，延展出令人眼前一亮的营销玩法。通过节日热点与自由点 Freemore元宇宙星球的结合，自由点 Freemore让“人”、“场”、“事”与现实世界巧妙关联，从而叠加出更多维的传播势能。
此外，自由点 Freemore还将线上虚拟AR经期体验馆与线下营销活动进行连接。通过在各大门店开展扫码体验活动以及在校园开展免费领取开学礼包活动等，自由点 Freemore不仅打通了元宇宙与现实世界的关联，更构建了一条完整的营销转化链路。
元宇宙的“新模式”
创造多元品牌新价值
to create a new value for multi-brand brands /strang
纵观时下流量化时代的品牌营销，显然已经跌入疲惫期，而火热的元宇宙已然提供了新的突围思路。众多品牌入局元宇宙既是对新商业模式的探索，也标志着元宇宙品牌营销逐渐落到实处。
It is clear that brand marketing in the era of flow over time has fallen into fatigue, and the hot meta-cosm has already provided a new way of breaking through. Many brands enter the universe both to explore new business models and to mark the gradual realization of the marketing of meta-cosmos.
当元宇宙成为一种新的营销范式，那品牌们在这片广阔天地里所进行的一系列营销实验，都为后续品牌继续元宇宙主题的营销动作创新，积累起可复用的场景逻辑。自由点 Freemore自然也不例外。
When the metaspace became a new marketing paradigm, a series of marketing experiments carried out by the brands in this vast space continued to innovate in the marketing of the meta-cosm theme for subsequent brands, building up reusable scene logic. Freemore is no exception.
1、秉持长期主义视角，不断丰富品牌“元宇宙”
元宇宙是一个蕴藏着巨大想象力和市场潜能的赛道。当其从概念演变成一个产业，就注定品牌之于元宇宙的玩法不能单纯的是蹭热点式的热点营销，而应该是长期主义的品牌布局。以此来看待自由点 Freemore的元宇宙，从NFT数字藏品到虚拟代言人，再到AR体验馆，一场层层递进的元宇宙营销布局，不仅使得品牌的传播力度达到最大化，更在这个不断延展的元宇宙空间里产生了丰富的内容创造力，为品牌带来长期的营销价值。
When it evolves from a concept to an industry, it is destined to be branded not simply as hot spot marketing, but as long-termist branding. It looks at free spot Freemore's meta-cosm, from NFT digital collections to virtual spokespersons, and then goes to the AR Pavilion, a layered meta-cosm marketing bureau that not only maximizes brand dissemination, but also generates a wealth of content creativity in this expanding metaspace, bringing long-term marketing value to brands.
而从更深层次上来说，长期主义视角下的元宇宙布局，也暗藏了自由点 Freemore让品牌长久为广大女性提供价值的长远考虑，而非仅仅企图攫取短期利益。这其实与自由点 Freemore秉持的对女性的永久关心与陪伴价值追求本质上是不谋而合的。
At a deeper level, the meta-cosm layout from a long-termist perspective also hides the freedom point Freemore's long-term consideration of branding as a long-term value to a broad range of women, rather than merely seeking short-term benefits. This is essentially compatible with Freemore's long-standing interest in women and the pursuit of accompanying values.
2、在元宇宙的“支点”里，让产品和品牌价值成为落点
营销方式从来都是为产品和品牌服务，元宇宙亦是如此。因此必须为“悬浮”的营销提供回归产品与品牌的落点。
从自由点 Freemore的元宇宙布局中，007能清晰的看到一条从营销到产品、品牌的逻辑曲线。自由点 Freemore的元宇宙营销三部曲有一个共同的价值指向——为广大女性提供经期的健康关怀。
From Freemore's meta-cosmos layout, 007 can see clearly a logical curve from marketing to products and brands. Freemore's meta-cosm marketing trio has a common value towards — —
这一方面得益于自由点 Freemore在产品价值上的作为。真正下沉到广大女性的经期痛点，关心女性经期常见但被普遍忽略的问题，选用有“软黄金”之称的天然蚕丝并添加瑞士雪绒花舒缓敏感，研发了自由点敏感肌系列， 让女性拥有0敏经期。
This aspect of benefits from what Freemore does in terms of the value of the product. It really sinks into the menstrual pains of the broad female population, cares for the problems that are common to women's menstruation but are generally ignored, using the following:
另一方面则是源于自由点 Freemore长期以来在品牌价值上的坚守。从诞生之日起，自由点品牌就始终秉承为女性群体发声，不被生活中的标签所束缚的理念。当她经济促进女性大健康时代来临，自由点 Freemore无论是产品还是元宇宙营销各个触点上对女性的关怀，都体现着一个国货的责任担当，在自身的商业体系里融入了更多的社会价值。
Freemore, on the other hand, has long held on to brand values. From its birth, free-point brands have always embraced the idea that women are heard and not bound by labels in their lives. When her economy began to promote women’s health, freemore’s concern for women at all points in the marketing of their products and meta-cosmos reflected the responsibility of a country’s goods, integrating more social values into its own business system.
这既能为品牌带来长期复利，也为品牌的元宇宙营销指明了“归宿”。
如今，在元宇宙的大潮中，自由点 Freemore已然搏得了自己的高光时刻。而掌握了“通关密码”的自由点 Freemore，007十分期待在元宇宙生态里，关于女性健康的故事还能精彩继续！
Now, in the tide of the meta-cosmos, Freemore has been able to beat its own high-light moments. And he has mastered & ldquao; customs code & rdquao; Freemore, 007 very much looks forward to continuing the story of women's health in the meta-cosm ecology!
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