2017 Lipton Digital Plan
BRIEF RECAP
BRIEF RECAPOne Year PlanKUNGFU TEA LaunchDevelop the social campaign plan for full year 2017 based on the innovation plan (need to identify consumer insights and product role) Develop the social campaign plan for biggest innovation KungfuEngage more consumer , then purchase
STRATEGIC THINKING
IMCECO SYSTEMUNIFICATION MESSAGEINNOVATIONSUCCESSFUL COMMUNICATION我们如何衡量量⼀一个全年年沟通的成败OUR APPROACH
•“Don’t walk on by”... instead engaging positively with the world around you, just feels good •“We encourage the world to Live life the Tea way” The Brand POV/ PurposeBrand DiscriminatorWe are the ‘Bright’ tea brand, which gives you pragmatic & positive experienceBrand PersonalityVIGOROUSIMAGINATIONRELIABLEPOSITIVELIPTON BRAND
In a busy world, in which many people are defaulting to indifference. ‘Tea’ people bring out the best in themselves and in others. Lipton encourages people to engage with others and the world around them in a thoughtful, playful way. Be awake to what really matters! LIPTON BRAND
BE AWAKE TO WHAT REALLY MATTERSUNPACKING’BE AWAKE TO WHAT MATTERS’BE AWAKETO WHAT MATTERSKEY BRAND MESSAGEVARIOUS ‘EXPERIENCE ECONOMY’ CAMPAIGN THEMES“LIVE IN THE MOMENT”“EYES WIDE OPEN”“SEIZE THE DAY”活在当下打开五感，尽情享受拿下今天Personal Interests & hobbiesCulture & CreativityPersonal relationshipsTravel & ExplorationSports & FitnessLearning & ExcitementLIPTON BRAND
BE AWAKE TO WHAT MATTERSCulture & CreativityPersonal relationshipsTravel & ExplorationSports & FitnessLife ExperiencePersonal Interests & hobbiesLearning & ExcitementPrivate TimeImmersed in their own timeEnjoy life's wonderful experienceLIPTON BRAND
BRAND ENCOURAGECulture & CreativityPersonal relationshipsTravel & ExplorationSports & FitnessPersonal Interests & hobbiesLearning & ExcitementBe awake to what matters! No matter what occasion, Lipton always be a bright and positive way, to let you be awake to what mattersLIPTON BRAND
IMCECO SYSTEMUNIFICATION MESSAGEINNOVATIONIMCECO STSTEM全策略略的完整沟通OUR APPROACH
Communication StrategyDigitalSocialECGiftingEVENTBRANDMESSAGEBig IdeaKOLMEDIAPOP-UPPRFLOWTHEMEinnovationCAMPAIGNIDEAUnification messageinnovationIMC ECO SystemWith Communication Flow
Function Needs• Be awake • Enjoy the natural taste • Warm or Cool refreshingEmotion Needs• Take Relax • Positive energy • Share happiness with othersBehavior：Based on the 4 seasons of tea drinking habits⼈人们会跟随季节的变化，选择不不同的茶饮CONSUMER INSIGHTBe awake，Take relax，Enjoy the natural tasteSpringSummerWinterAutumn春游感受⼤大⾃自然 春茶、果茶户外运动 果茶、冰茶、绿茶与朋友在室内相聚 红茶、奶茶、姜茶参加⽂文化或创意活动 乌⻰龙茶、红茶CONSUMER INSIGHT
JANFEBMARAPRMAYJUNJULAUGSEPTOCTNOVDECECRETAILCAMPAIGNFRUIT TEADAILY GIFTINGKUNG FU TEAFESTIVAL GIFTING: CNYNEW FRUIT TEANEW MILK TEA LATTEFRUIT TEA COLLECTIONMTCVS/WATSONSECCNY CAMPAIGNSPRING CAMPAIGNSUMMER CAMPAIGNWINTER CAMPAIGN LYL & MILK TEA PROMOTIONFESTIVAL GIFTIN...
