1ORIGINALS SS2016 DIGITAL PLANNov. 3, By VML
400+ PASSIONATE DIGITAL MARKETERS SHANGHAI BEIJING GUANGZHOUGLOBAL VML/ Y&R NETWORKDIGITAL AGENCY OF THE YEARCampaign Asia 2014, ChinaDIGITAL AGENCY OF THE YEARAs rated by China Advertising Professionals, R3 AgencyScope 2014AGENCY OF THE YEARMobile Marketing Association 2013, ChinaASIA TOP 100 TECHNOLOGY COMPANYRed Herring 2013, AsiaCHINA
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CONTENT2016 DIGITAL CONTEXT & STRATEGY CONSIDERATION SS16 DIGITAL EXECUTION PLAN & MARKETING ROLL-OUT CALENDARCAMPAIGN EXECUTIONTEAM & FEESQ&A4
YOUR BRIEF: Brand VisionProduct FocusCommunication DirectionTarget Consumer Communication Focus2016 Digital Topline Strategy…5
OUR TAKEAWAYS6GETStreetwear Hounds(20-25 YO)&Communication TA (16-20 YO)TOPrefer & Buy adidas OriginalsKey Considerations:PRIMARY FOCUS: FTW to drive Originals brands momentsDesigning full year digital activation through an resonating story of future with engagement to drive purchase intentHigh ROI within RMB 2.5 millionBYTelling Future story (Challenge the status quo of bleak future)
THE CHALLENGEHOW TO MAKE FUTURE TRULY RESONATING WITH SH & CT?AND TRANFORM IT INTO STRONG PURCHASE INTENT?7
TWO DIFFERENT TARGET GROUPSSTREETWEAR HOUNDS & COMMUNICATION TA8Alex, male, 24 YO, SHAvg. 2K spend on fashion monthlyWang Yan, female, 19 YO, BJ500-1000 spend on fashion monthlySource: In-depth interview in BJ & SH, China trends brand report by CBNweekly
ALEXSTREETWEAR HOUNDS: Pursue Distinctiveness / Into Spotlight9Wang YanCOMMUNICATION TA: Seek For Ensured Style / Follow Icon Active CONTENT CREATORPopular CONTENT CONSUMER• Own special edition or stuff with unique design story• Street culture as a lifestyle• Create personal show-room or album on digital• Only share stuffs which make me looking cool• Follow the hit entertainment content & celebrities• Share selfie tag with brand & location• Follow the trends of celebrities & fashion icon• Ensure I can have the best styleDIFFERENT CATEGORY MOTIVATION & DIGITAL / CONTENT BEHAVIORS
ALEXSTREETWEAR HOUNDS: INVITE & ENABLE ME TO CO-CREATE10Wang YanCOMMUNICATION TA: BE REACHED & RECOMMENDED TO MEDIFFERENT CATEGORY MOTIVATION & DIGITAL / CONTENT BEHAVIORSPI DriverPI Driver• Relevance: Unique brand POV, resonating with me• Experience: Enable me to shape the culture within my domain, both digitally and on-ground• Show Me The Stuff: The product has the story• Reach: See people wearing Originals looking cool in entertainment show, digital or social. I can be cool also.• Recommendation: Iconic brand or hero products endorsed by celebrities, media or KOLs
11LEVERAGE 3 KEY PI DRIVERS, DIGITALLYREACHRECOMMEND RELAVANCECut-thru Key MediaWith Great Stylish LookEsp. By Design Or Culture Contents & KOLsEmotional ResonationNot only feature product, feature the overall styleNot only the look, push for the storyNot only choose the right media,Choose the right behaviors & e...
