PN Launch Proposal_CCE会员免费

2015 Brand Awareness & Product Launch Campaign Proposal

AGENDA Winning Case Study Consumer Insight Analysis Brand Awareness & Product Launch Campaign Strategy Brand Awareness & Product Launch Campaign Content Budget

MASSIVE AND WIDE CHANNELS HUGE INCENTIVE STRATEGIC CO-OP WITH WECHAT DEEP CO-OP WITH TV PROGRAMFOCUS ON GYM WORN BY POP CELEBRITIESSHOWN BY FAMOUS STAR IN VARIETY SHOW • Baidu ‘Bug’ Event：Whatever you search, the result is 链家 • Crazy Mergers: Merge famous agencies in different cities• Huge Incentives：Stimulate consumers to share and spread • Play with Monopoly: Strategic cp-op with Wechat• Dominate satellite TV:Hunan,Zhejiang,Jiangsu • TV Drama + Variety show combination • SEO/SOCIAL follow up• Sponsor of all kinds of professional gym competition • Worn by fashion stars and athletic Kols • Angelababy：Use it in Chinese Running Man • Taiwan Beauty KOLs: Recommend in 康熙来了 & ⼥女⼈人我最⼤大 • Social Buzz: Huge WOM after the starsCO-OP WITH BRAND,GOVERNEMENT AND FAMOUS MAGAZINE• Big Event：Lighten over 600 landmarks in the past 23 years • Star Effect: TRENDSHEALTH invite 3 TOP stars to shoot the cover every October. New Things Went Nuts “OVER NIGHT”

渠道全覆盖 ⼤大批量⼲⼴广告投放，使消费者哪⾥里都能⻅见到 傍个⼤大平台 跨品牌合作，借助其他品牌推⼲⼴广 热剧疯植⼊入 节⺫⽬目植⼊入，借助当红节⺫⽬目热度，引发消费者兴趣 明星最⻘青睐 多明星推⼲⼴广，产⽣生明星效应 话题全民High 公益平台合作，提升品牌好感度Winning Points

BEFORE WE START… WE ARE OBLIGED TO STATE THE RISKS

2015年9⽉月1⽇日新⼲⼴广告法⼯工商总局的《⾷食品⼲⼴广告发布暂⾏行规定》对于⼀一个新上市保健⾷食品的营销⽽而⾔言困难重重 明星不愿意接，不愿背书 ⺴⽹网络舆论难以控制 越来越多的代购和消费者⾃自发在⺴⽹网上做起了“义务警察”+The Most Strict Ad Law In History

“STAR MOMS” Social Promotion好奇纸尿裤费雪安抚海⻢马植村秀洁颜油只po代⾔言品牌意⼤大利美林奶粉、婴⼉儿磨⽛牙饼干 澳洲Bio island海藻油DHA 澳洲Ostelin⼉儿童VD滴液 草莓味 新⻄西兰ECOROA婴幼⼉儿薰⾐衣草防蚊喷雾澳洲LUCAS万能⽊木⽠瓜乳膏只接知名国外品牌，且指明别⼈人送的

From：http://bbs.ci123.com/post/20700955.htmlThe Online Negative Information Without The Official Instructions

The Online Negative Information Without The Official Instructions

From：http://www.babytree.com/community/club201211/topic_3951937.htmlThe Online Negative Information Without The Official Instructions

From：http://www.babytree.com/community/club201211/topic_3951937.htmlThe Online Negative Information Without The Official Instructions WHAT SHOULD WE DO NOW ?

CONSUMER INSIGHT ANALYSIS

Quali Study - Focus Group北京上海0-1岁妈妈1-3岁妈妈4-7岁妈妈1组2组1组0-1岁妈妈1-3岁妈妈4-7岁妈妈1组1组2组⺟母婴产品⺴⽹网购⾏行为调研-CCE LISTENING Sample Size : 6 participants/group, 48 in total, Age 25 - 40

The First Five Information Moms Want To Know About a New Brand这是哪个国家的什么牌⼦子 这个牌⼦子好不好 谁在⽤用，效果怎么样 有没有负⾯面新闻 （如果是全进⼝口品牌）国外的妈妈们有没有在⽤用？⺟母婴产品⺴⽹网购⾏行为调研 - Findings(Partial)

• 从消费者观念，从官⽅方或者半官⽅方...