iRobot Campaign Plan for Apr-May会员免费

iRobot Trial Campaign PlanBy EdelmanMar 2017

Contents• Objective• Approach• Idea Concept• H5 Flow• Promotion Method• User Journey• TimelineHere is what we will go through :

ObjectiveBuild Awareness – Effectively reaching customers by riding on hot social topics, the campaign will further convey who we are and what we can offer to establish a more clear and well-known market identityCreate Interest – Convince customers that a need exists and attract consumers to experience the product and help to change other consumers’ behavior and promote more purchases through social content sharingProvide information – Via vivid H5 visual and impressive copy, the campaign will educate the consumers with product information and help them mentally distinguish functions of iRobot from those of competitorsStimulate loyalty – Establish customer-base with positive online word-of-mouth and sustain the social discussion from new product launch to long term brand storytellingReinforce the Brand – A stronger relationship will be reinforced which will lead to a more established brand imaging. To enhance product awareness and social buzz, the campaign will ：

ApproachKOLs and owned platforms to bring consumers to the H5 game platformEye-catching social topics to boom user participationThose who win the most “like” will be chosen for product giveaway and trialFeedbacks will be collected from the users whose UGC will further amplify the campaign social buzz Social buzz will further promote brand awareness and social presenceATTRACT CONSUMERS SOCIAL ENGAGEMENTPRODUCT TRIALUGC AMPLIFICATIONOnline H5 game to lead social discussions and achieve offline product seeding which generates more online contents and product purchasing

Idea ConceptThe campaign will be launched on April 26 just before May 1Ride on May 1 the “Labor Day” when people are honored for their hard work4.265·1Those who receive the most “like” on H5 will win the chance of iRobot trial and provide feedbacks and UGCsHowever, those who choose iRobot to clean for them should also feel honored ( 光荣 ), while enjoying the cleanness ( 光 ) and high spirited face ( 容 )HONOR & SPIRITSH5LIKESuch social conflict will inspire UGC and create social buzz through premium eye-catching visual and copy of a H5 gameCONFLICT “不 劳 动，也光” “容”Users to share their slogan and iRobot-themed poster on H5 to apply for product trial 洁如新光焕发

H5 Flow初始主界面：1.“”用户点击 擦出光容 ，体现机器擦除的动画效果2.效果过后，跳转下一页When users enter the game the first time

H5 Flow互动界面（请全屏观看）1.“”点击 活动详情 会有活动规则说明页面2.页面可以左右滑动选择身份（亲子类、科技宅男、女性生活达人、单身女青年、有宠物的单身男性）3.每个场景的卡片会设置相关动态以匹配该场景4.用户点击选择文案，提供两个文案选择，也可以自己自定义※（自定义字数在 18 字以内）When users enter the game the first time

分享界面：1.微信二维码会放在最终界面，以便于进一步吸...