5.31 Coca-cola X JD SUPER BRAND DAY REVIEW
BackgroundKey Learning01Campaign Overview02Execution Details0304Agenda
Background01
OverallObjectivesSalesTo attract consumers attention and raise the vitality of Coca-Cola fans via interesting communication activities for more people obtain the super brand day informationIn order to motivate the purchasing ability of Coca-Cola fans by JD APP to promote the sales of JD super brand dayAwareness
BIG IDEA“Golden Moment ， Purchasing High”Warm-up periodAdvance Purchase5.25-5.30Day of 31st May.Super Brand Day5.31Key content 5.31 seconds challengeH5 interactionAdvance PurchaseLanding page JD APP boot screenJD APP creative home pageShake the CokeH5 interactionSuper Brand DayLanding pageMedia ExposureSocial CommunicationJD ResourcesJD APP inside resources , JD WeiboJD We Media, JD.COM supermarket, JD APP outside PR news, Aerial View Event hype surrounding publicity, offline materials communicationGuangzhou City top KOLGeorgia WechatTop 9 KOL of Beijing , Shanghai and Guangzhou6 celebrities’ weibo , such as Zhang Liang and Li YundiCoca-Cola We MediaMeiluo City OOH DSP precise deliveryWechat moment adsMeiluo City OOH
CommunicationChannelsOfficialPlatformCelebrities& Social KOLCommunicationOOHJDResourcesDSP Precise DeliveryJD APP boot screen, JD APP home page, JD APP creative images, JD APP inside banners, JD.COM supermarket resource, JD PR news, Aerial View Event hype surrounding publicity, provide cooling Coca-Cola delivery service within 2 hoursShanghai Meiluo City outdoor big screenWeibo and Wechat ： Coca-Cola, Gerogia, Sprite ect. Zhang Liang/Jin Zhongguo/Li Yundi/Ye Shiwen/Liu Xiang/XU JiayuBeijing\Shanghai\Guangzhou China 1+ Top 9 celebritiesExcellent online media platform to catch the target people
Campaign Overview02
8.7times13millionpeople2.5timesThe sales amount of Coca-Cola in JD APP on the day of 31st May is 8.7 times as much as in 2015 JD double 11 festival .Over 13 million people participated in Shake the Coke H5 interaction on 31st May. The sales amount of first 2 hours on 31st May is 2.5 times as much as the average daily sales of 30 days in May.
Execution Details - Warm-up period03
Just five days•Over 650,000 people participated in the H5 interaction•Total 410,000 people get the couponTo attract consumers to play the game and win awards. Get the coupon and use it on the landing page •Challenges of 5.31 seconds H5
JD Weibo & Georgia WechatGuangzhou City Top KOLXujiahui Meiluo City outdoor big screenTotal exposure within 5 days up to16,174,956 times that help to spread the H5 interaction and the landing page.•Media Exposure
The head KV is consists of Coca-Cola all boutique product and 5.31 countdown area and the navigation tabLanding Page divided 4 zones ：celebrity recommend, advance favorable, coupon prefecture, 531 predictionCelebrity recommend zone mainly sells coffee mix setsAdvance favorable zone includes all...
