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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

 

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

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