传播目标
As the category leader, how can we create the connection the healthcare product and CNY to capture the huge business opportunity?
传播挑战
- Increase brand preference by increasing WOM and Participating rate
- Recruit new users
- Drive E-C conversion rate
洞察和策略-品牌的消费者属性
Gifting, Love, Health are the long-lasting themes for Chinese people in CNY
During CNY period,
62% of consumers use mobile device to access internet.
Stay for Love, Stay for New year, Stay for Health
– Let your home letters fly home
洞察和策略-媒体的策略组合
Fully leverage Mobile as a key platform to build preference, to engage new consumers and drive to mobile e-Commerce
- Light mobile application
- Light mobile interaction
- Light mobile content
- Precision targeting
- Mobile e-Commerce conversion
创意和执行-计划的创意性
- Light mobile application
Build the application on mobile for consumers to easily write, compose and send their own home letters to their parents.
Once finished, consumers will have the chance to win e-commerce coupons to purchase PCH products.
- Light mobile interaction
During the campaign, using different mobile interaction mechanics to engage with consumers in different phases to extend the attention rate.
Mechanics including Catch the flying red pack on Weibo and Wechat, and scratch card interaction.
创意和执行-计划的执行力
- Light mobile content
Creating multiple CNY and home letter related contents and leveraging our official Wechat account and KOLs to create the conversation with consumers and increase the brand buzz.
The content including “hear the voice from parents’ heart”, “The home letters that touch millions”, “9 kinds of filial ingratitude.”
- Precision targeting
To target the potential consumers based on data analysis to identify a group of people who are “family caring” according to their digital behavior.
And deliver the ads to the right people through DSP to mobile and ads on Wechat.
- Mobile e-Commerce conversion
Deliver e-commerce coupons in all above interaction activities and link to mobile e-Commerce site to drive purchase conversion.
结果-传播到达 品牌提升 销量支持
Objectives
Increase brand preference by increasing WOM and Participating rate
Recruit new users
Drive E-C conversion rate
Performance
- 2M+ digital buzz generated
- 4% participating rate
32K+ new leads*
Sales $ / UV : RMB 1.2