UB19 LASER REDPR EMBARGO: DEC 11QTY: 1,131UB19 DARK PIXELPR EMBARGO: DEC 27QTY: 12,317UB19 REFRACTPR EMBARGO: JAN 10QTY:13,312UB19 BAT ORCHIDPR EMBARGO: JAN 30QTY: 12,167ACTIVITYPRODUCT HIGHLIGHT3D Heel360 PRIMEKNIT20% BOOSTTORSION SPRINGKEY MESSAGESEEDINGDEC-FEBUB19 HYPE ROAD MAPRETHOUGHT WITH USTOP TIER SEEDING & MASS EXPOSUREePRRETHOUGHT WITH TRENDY ICONSTYLISH TIER SEEDING& HYPER MEDIA EXCLUSIVERETHOUGHT WITH YOUR PBSPOMA TIER SEEDING& VERTICAL RUNNING COOPRETHOUGHT WITH FEMALE POWERFEMALE TIER SEEDING& BEAUTY BRAND COOP
300 KEST. IMPRESSION: 30M•SPOMA TIER SEEDING+SOCIAL POST•VERTICAL RUNNING COOPDARK PIXEL2500 KEST. IMPRESSION: 152M+REFRACTBAT ORCHID•STYLISH TIER SEEDING+SOCIAL POST•HYPER MEDIA EXCLUSIVE575 KEST. IMPRESSION: 300M+•FEMALE TIER SEEDING+SOCIAL POST•BEAUTY BRAND COOP B+L LACELLE5,000 KLASER RED1625 KACTUAL IMPRESSION: 140M+•TOP TIER SEEDING+SOCIAL POST•EPR AMPLIFICATIONDEC - FEBUB19 HYPE PHASE BUDGET ALLOCATIONQTY: 1,131QTY: 12,317QTY:13,312QTY: 12,167
DEC18Q4 HYPE UB19 LASER RED TOP-LINE RESULT1.OVER 10+ TOP TIER CELEBRITY SEEDING WHICH GENERATED A MASSIVE SO2.TOTAL 52 POSTS WERE COLLECTED WHICH GENERATED 200MIO+ IMPRESS AND 1MIO+ INTERACTION ON SOCIAL MEDIA.3. A WELL ORGANIZED HARD LAUNCH WITH CRM & NEWSROOM PUSH WHIC INSTANT SOLD OUT IN 4MINS ON BOTH EC PLATFORM.
LAUNCH PHASECOVERAGEVOLUME IN THE MARKET12,317pairs•TeaseUnveil of the product in PR tease starting Dec 27th , 2018•Unveil Social post on Weibo on Dec 27th , 2018/Jan 02, 2018Social post on WeChat on Jan 4th, 2018•Seeding starting on Dec 20th, 2018•Launch EC Intro Date on Jan.4th ,2019•Post LaunchSell thru 70% after 30 days of sales 16UB19 DARK PIXEL• Seeding listtargeted celebrities on seeding : Eddie / Eason / Sneaker Media / Sneaker Head, etc.•Activation push CRM push : -targeted message to : MMS to .COM&TMALL on Jan 02, 2018
UB19 DARK PIXELPR EMBARGO: DEC 27HLD:Jan. 4th UB19 DARK PIXELJANUARYDark pixelArticle NoB37706Model NameUltraBOOST 19 RP 1,399WS QTY9,357OR QTY1,460EC QTY1,500TTL QTY12,317
JAN18Q4 HYPE UB19 DARK PIXELCOMMUNICATION STRATEGYPRODUCT FOCUS: PRIMIEKNITBY TELLING DECODE STORYLEVERAGE STYLISH AMPLIFIER SEEDINGTO MAXIMIZE THE EXPOSURE OF DARK RETHOUGHT WITH TRENDY ICONHYPER SNEAKER MEDIA EXCLUSIVE
JAN18Q4 HYPE UB19 DARK PIXEL BUDGET ALLOCATION2350 KEST. IMP: 100MTRENDY BRAND ASSET SOCIAL POSTDISTRIBUTIONMDIA DISTRIBUTION0 KEST. IMP: 2MOP1CELEBRITY SEEDING150 KEST. IMP: 50MMASSIVE SOCIAL INFLUENCEEPR PROMOTIONSOCIAL0 KEST. IMP: 2.8Madidas SOCIAL WEIBO+WEICHAT ACCOUNTEC / CRM•T-MALL 1227 COUNTDOWN•.COM 0104 HARD LAUNCH2500 K
郑恺TIER 1TRENDY BRAND ASSETEddie PengFollowers: 30MNameInfoFollowersPR PhotoSocial PostRemarkEddie PengCelebrity, Actor29,836,395REFUSED TO HAVE SOCIAL POSTEason ChanCelebrity, Actor20,763,400TO BE UPDATED BY EIMHan LuCelebrity, Actor55,766,442TBDTBD1.5M POST+0.5M PROTECTION FEETARGETTOTAL106,366,237ACTUAL TOTAL76,529,842TIER 2SNEAKER MEDIA+KOLWang YansenFollowers: 6MNameInfoFollo...
