Let’s Get Started!Nescafé 1+2 Social Amplification PlanJan 09, 2015
Jan.12Jan.15Jan.31Feb.15Campaign Communication RoadmapCampaign SiteAngelababy videos + Consumer engagement + product trial link to T-MallNESCAFE WeiboNESCAFE WeChatKOL CoopTeaser activity #What do you want to start in 2015## 从今天开始吧 # WeChat game·Build awareness of 1+2 re-launch·Recruit activity participants.·Encourage trial·Generate buzz for Angelababy video and encourage view.·Generate buzz for the topic and encourage participation.# 从今天开始吧 # Weibo campaignBaby WeiboBaby WeChatPost the 1st video on weiboRetweet the NESCAFE activityPost and promote 5 videosTeaser on videosFan activity with red mug as incentiveWeekly promotion of Angelababy videos.Viral Videos release at weekly social peak time1st @ Jan,15th 2nd @ Jan,21st 3rd @ Jan,28th 4th @ Feb,4th 5th @ Feb,11th 124Daily content on 1+2 re-launch534
Teaser activity—what do you want to start in 2015Strategy: Build association between NESCAFE and START by inviting fans to speak out what they want to start in 2015.Mechanism:Fans forward the activity and share what they want to start will get a chance to win NESCAFE thermos cup.Weibo copy:1#2015 你最想开始的一件事 # 很多种可能，想了很多遍却从没来得及说；很多件事，说了很多遍却没开始去做。 2015 ，全新升级雀巢咖啡 1+2 ，陪你从今天开始每个可能！转发微博，说出新年你最想开始的一件事，即有机会获得某喜爱奔跑的神秘嘉宾同款雀巢咖啡保温杯！ [ 酷 ]Weibo poster:
微博活动精华帖KOL 合作从今天开始吧从今天开始浪漫从今天开始真心对话从今天开始微笑从今天开始动起来从今天开始新友谊微博话题发布 baby 视频，号召网友分享如何开始爱情中的小浪漫发布 baby 视频，号召网友邀请朋友见面喝咖啡发布 baby 视频，号召网友分享一张拿着咖啡 的微笑照片 （大学微信号）发布 baby 视频，号召网友分享开始用一杯咖啡的时间，唤醒最佳状态发布 baby 视频，号召网友分享结交新朋友的小妙招爱情中的小浪漫集锦，启发网友开始浪漫面对面沟通的乐趣，启发网友开始真心对话Baby 微笑 GIF 集锦，启发网友开始微笑办公室 break 小窍门集锦，启发网友开始动起来结交新朋友有趣方法集锦，启发网友开始新友谊爱情中的小浪漫集锦，启发网友开始浪漫2# 从今天开始吧 # Weibo campaignBaby video
1.Launch the activity with baby’svideos on weibo and ask fans to share their plan to start doing what AB say in sthe video2.Invite KOLs to participate and amplify.3. Participants have a chance to winbaby gifts.从今天开始唤醒浪漫# 从今天开始吧 # Weibo campaign – fan activity2
# 从今天开始吧 # Weibo campaign – feature tweet2
# 从今天开始吧 # Weibo campaign – KOL coop2十二星座开始新友谊的方法办公室微健身指南身边的小浪漫最佳损友大全如何微笑最自信
Daily content to promote 1+2 re-launch on Weibo3Submit together with daily tweet for approval
# 从今天开始吧 # WeChat game4User follow NESCAFE and reply a numberNESCAFE reply a picture to the user with a new start they should make.User share the content to moments and encourage friends to participate.Friends follow NESCAFE and start again
5Weekly promotion of Angelababy videos on WeChat.Make a collection of baby related contents ( videos, feature tweets, gifs, etc.) and post on WeChat weekly.
Foodie & DIY KOLsIndustry KOLsLifestyleKOLsMediaGrassroot weibo/wechat accountsKOL CategoriesGrassrootTalentsCeleb &CelebRelated# 从今天开始吧 #social campaignOwn morning and drive trialAmplify campaignContents in eachPhase.Make buzz for celeb related content赵小姐不等位张晓晗Oliver君之回忆专用小马甲微博搞笑排行榜Angelababy
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