VELOCITY MEDIA LAUNCH EVENT PROPOSALPROPSAL
PROJECT BRIEF
ESTEE LAUDER is planning a press event to promote the first VELOCITY in Beijing . By creating attractive offline activities & online interaction , hot-spot social topics , choosing the most popular & effective media platforms to generate media buzz among medias , influencers & target audience as well as drive efficient traffic ！Time – Sep 2016Location – BeijingAttendee – Local Media , Beauty & Lifestyle InfluencersFormat – An totally unprecedented & digitized Beauty - Shopping Experience
PROJECT OBJECTIVE
1. To use all the effective media channels to maximize social buzz for The First Velocity in Beijing ;2. To deliver the message that as an Beauty Lover 、Fashion Idol & Taster maker ,Velocity is the place you must to go ;3. To showcase that the Velocity creates a totally new digitized Beauty - Shopping Experience that will bring tangible benefit & convenient to the medias , influencers & target audience ;4. To arouses & motivate the medias , influencers & target audience interest toward Velocity
KEY COMMUNICATION STRATEGY
A Standard Newly - Opened Shop EventAn Unique Event Which Leave A Mark to Everyone !UPGRADE
A Physical Beauty–Boutiques in people’s mindA Destination Full Of Colorful & Creative Discovery where is proud to go !UPGRADE
A regular makeup customerA Taste Maker & Beauty Designer Who Always Encounter the Estee Lauder Stylish Life !UPGRADE
KEY COMMUNICATION CONCEPT
# Color Adventure #
# Color Adventure #
COMMUNICATION PLAN
discoverexploreshareactEL WECHATEL WEIBOEL WEBSITE# Look” in a box with full makeup #-ESTEE LAUDER Wechat Weibo Website Topic Buzz-VELOCITY H5 game launchINFLUENCERBUZZ WECHAT# Find Your Beauty Fountain ## Color Museum From ESTEE LAUDER #-Beauty / lifestyle / fashion influencer social media platforms -Beauty / lifestyle / fashion popular Wechat accountsOFFLINE EVENTONLINE EVENT-offline opening event & VR game & video -H5 game & official Wechat interaction & activityAPP-APP GAME # ESTEE LAUDER STYLE MAKEUP #APPVELOCITYH5STORE-Share the ESTEE LAUDER style makeup photo -Share the H5 result in Wechat moment-Creat a artwork in the store which people can take photos and share
ELWECHATSOCIAL MEDIAKOLPRINT & WEBSITEOwn PlatformsPaid PlatformsESTEE LAUDER VELOCITY LAUNCH EVENT COMMUNICATION PART ROADMAPELWEIBO ELWEBSITEWarm-up Buzz Topic Create & H5 ReleaseBuzz Topic Create & Interact withKol1st-Round Popular Accounts / Influencers Own Media Topic BuzzEngagementOFFLINE EVENT &ONLINE INTERATION &LIVE BROADCASTConvictionEvent Information Social Media Platforms Sharing 2nd-Round Print & Website Event Review 2nd-Round Wechat Topic Spread 2nd-Round Website Event Review 2nd-Round Social Media Buzz 2nd-Round Weibo & Wechat Topic Buzz APP1st-Round Press Release APP Game Launch1st-Round Information Release
Gimmick – invite the most popular influencers live broadcast the openi...
