传播目标
- Sales growth
- Penetration exploration
- Inspiring childlike imagination through OREO
传播挑战
- Awareness stagnant as mature brand
- Creative approach workable
- Universal appear to mums and young adults
客户传播预算
500-1000万
洞察和策略-品牌的消费者属性
- Moms with kids
- Millennials who lead a routine life
洞察和策略-媒体的受众属性
- Mobile is the facilitator of their familiar routines.
TAs are mobile heavy user.
“My mobile is my main source of information & entertainment” (i110 / i110)
TA will use Wechat everyday
wechat’s penetration is the highest among mobile activities (63%).
Photo Apps has high frequency of utilization.
Share personal photo’s penetration is 26% and affinity is 144.
TAs like using social media.
I am very happy with my social life (i102.8)
洞察和策略-媒体的策略组合
TV+OTV PLAN
- Target : F25-45
- GRP : 900 ( TV 540 ,OTV 360)
- Mix Reach : 1+82% / 3+ 56%
- City Coverage : 110 market
- Duration Mix : TV 30”=30% , OTV 15”=100%
- Period :Mar.14-May.15
- Platform Selection : 11 Channels on TV / 6 Video sites
- Digital PLAN
In Wechat Advertisement
Photo App Cooperation
( High Reach and High Affinity )
Awareness/Reach
- Decent TV/OTV weight after optimization to maximize ROI target and as awareness guarantee platform
- Adopt mass coverage and high affinity digital platform to drive creative engagement
Engagement
- Leverage on affinity platforms which our TA are passionate about to drive strong engagement
- Creative approach with innovative sticker to create your own package together with incentive push which will all be in TA’s passion point
创意和执行-计划的创意性
IDEA:
Open wonder mind with 6 embossments
We DEFINED illuminating meaning of each embossment
Open UP with OREO Mechanism
Choose embossments
Take photos / Upload photos
Resize photos
Add funny & imaginative stickers on photos.
Generate customized package
创意和执行-计划的执行力
- Customized package
9000 lucky users awarded customized OREO package
- Social
6 KOLs from different category show their customized package, “OPEN UP WITH OREO” got SINA WEIBO hot topic NO.6
结果-传播到达 品牌提升 销量支持
Media
1.17 Bil Impression
CPM ￥4.27 (PWO2: ￥5.01)
11.5 Mil Click
CPC ￥0.44 (PWO2: ￥0.56)
Engagement
H5 PV: 12,376,840
Participation: 1,837,048
H5 UV: 9,291,781
Create Packaging: 224,201
Social
KOL impression: 39,660,000
KOL interaction: 1,516,638