SLEK RL DIGITAL CAMPAIGN会员免费

2017 SLEK RL DIGITAL CAMPAIGN BY RELOAD FEB.24TH

AGENDABRIEF RECAPSTRATEGY THINKINGCREATIVE IDEA

AGENDABRIEF RECAPSTRATEGY THINKINGCREATIVE IDEA

CAMPAIGN OBJECTIVEBRIEF RECAPMARKETING OBJECTIVEBUILD NEW BRAND POSITIONING “EFFORTLESS BEAUTY”TO ENHANCE BRAND IMAGE AND IMPROVE CONVERSION FROM CONSIDERATION TO PURCHASE BUSINESS OBJECTIVEDRIVE UP SALES VIA FOCUS CHANNELS ESPECIALLY IN E-COMMERCE

CAMPAIGN MESSAGEBRIEF RECAPDELIVER A NEW BRAND IMAGE—”EFFORTLESS BEAUTY”&PRODUCT SUPERIORITYRL CAMPAIGNKEY PLATFORMSLEK BEAUTY GIRLSELECTION SHOWFind and select natural beauty girlCAMPAIGN IDEA—FIND YOUR NATURAL BEAUTYKEY MESSAGE—NATURAL BEAUTYThe most natural state without any artificial layers

TARGET AUDIENCEBRIEF RECAPOVERVIEW OF TAFEMALE 25-40 B CITY MINDED> 80% FAMILIES, MOSTLY WITH KIDS SIMILAR DISTRIBUTION AS MARKET A BIT SKEWED TO LOWER INCOME GROUP A BIT SKEWED TOWARD BIGGER FAMILY SIZE IN LOW TIER CITIESLITTLE PRESSURE AT WORK AND PREFER RELAX LIFEINSIGHT OF TA我是一名平凡女性，生活在普通和常态的日常生活之中，我没有太大的野心去追求浮躁时代定义下的外貌、家庭、事业和人脉的出众。——但是我也有自己愿意为之坚守的生活方式和价值观不愿做作、刻意、矫饰，认为轻松、本真和自然才是人和世界最美的状态。 不追求出众 功利心不强 享受自然状态

OUR TASK & ROLEBRIEF RECAPDIGITALSOLUTIONTransfer big idea to holistic digital solution with beauty selection as the core activity platform AWARENESS&ENGAGEMENTTailored communication approach to amplify awareness & engagement LAND TO ECConstantly landing on EC, especially during key EC festivals

AGENDABRIEF RECAPSTRATEGY THINKINGCAMPAIGN IDEA

1WHAT SHOULD WE KNOW BEFORE WE MAKE THE SHOWTHE BEAUTY SELECTION SHOW

ORIGINAL ROADMAP

TRADITIONAL SELECTION SHOW FORMRECRUITBTL BUS/DIGITAL/EC/IN-STOREMASS-SELECTIONBUS ROADSHOW VOTING/NETWORK VOTING在自有线上线下渠道投票筛选报名者成为 Show PlayerSHOWSOCIAL/PR/ROADSHOW/CO-OPFINALESOCIAL/ 直播 /BTL EVENT…收获粉丝决出胜者通过机制、明星、话题增加观看量在各渠道扩大声量吸引受众报名参加品牌相关信息

ISSUES>>TRADITIONAL SHOW ANALYSISKEY FACTORS OF A SUCCESSFUL TRADITIONAL SHOW中国好声音超级女声笑傲江湖花儿朵朵• 耗资过亿引进版权并由国内顶级综艺制作团队灿星制作• 每季均有四大明星导师坐镇（周杰伦、庾澄庆、那英、汪峰）• 转椅背选择中意选手的创新机制• 在收视率排名前三的浙江卫视播放• 国内顶级综艺制作出品的水准• 每季均有明星评委坐镇点评• 极具个性的评委毒舌点评机制• 在收视率排名前三的湖南卫视（及其网络平台芒果 TV ）播放• 制作精良费用耗资过亿元• 三大国内顶级喜剧明星评委坐镇（郭德纲、宋丹丹、冯小刚）• 国内少有的喜剧选秀赛制并由小有名气的喜剧明星参与演出• 在收视率排名前五的东方卫视播放• 湖南卫视外派团队打造• 评委由国内优秀音乐人担纲• 毒舌点评和选手打造形式等机制均仿照超级女声形式• 在青海卫视播放

ISSUES>>TRADITIONAL SHOW ANALYSISKEY FACTORS OF A SUCCESSFUL TRADITIONAL SHOW中国好声音超级女声笑傲江湖花儿朵朵• 耗资过亿引进版权并由国内顶级综艺制作团队灿星制作• 每季均有四大明星导师坐镇（周杰伦、庾澄庆、那英、汪峰）• 转椅背选择中意选手的创新机制• 在收视率排名前三的浙江卫视播放• 国内顶级综艺制作出品的水准• 每季均有明星评委坐镇点评• 极具个性的评委毒舌点评机制• 在收视率排名前三的湖...