Vaseline 2017 Winter CampaignDigital Communication
Brief Recap• Drive penetration by recruiting new brand users• Drive awareness of Vaseline brand with healing superiority • Leverage the talkability of Chen Man to modernizing brand image• Communicate brand proposition in a relevant & aspirational way
Product Highlight卓越修护，蕴含凡士林微凝晶冻快速吸收，润泽不油腻修护深入角质层，身体护理全新突破经典品质，百年传承花木调清香，瑞士 Gvaudan 公司特调可做保湿霜防足裂染发隔离滋养睫毛去除角质晒后修复淡化唇纹救济晕妆护手护甲赶走红屁屁特润修护清香型润肤露经典修护微凝晶冻
Core TA we are targeting…Age group: 18 to 45 years oldPositioning: Cosmopolitan modern explorerLove new experiences,Aspire for exquisite lifestyleValue intimacy,Caring for the spouseAspire for overseas travel due to public conformity and vanity
Understanding them & Cultural TensionLifestyle Insight:Individualistic modern explorers don’t fit in one mind.Their curious and active lifestyle take them from warm yoga class, to dry office especially in winter.They need nutritious and healing products which can adopt and fit with their changing environments and skincare needs.
Functional Insight:“Nutritious healing”, “easily, quickly absorbed into skin” and “long-term caring” are the strong “must haves” for them.They are seeking product promises of floods of moisture and nutrition that offers healing power to reveal the beauty inside and out.
Brand Asset of Celebrity陈漫随性、率真真实、身手不凡国际时尚摄影师及视觉艺术家不跟风，不模仿，不迎合，坚持自我个性和表达，凭着对绘画的热爱和初心，以及天马行空不拘一格的创造力、新锐个性百无禁忌的视角，一步步踏入梦想之境。
Strategic ThinkingCultural TensionSuperiority in Deep healing powerNeed moisture and nutrition for skin as well as themselves to reveal beautyBrand &Product TruthCelebrity EssenceReal beauty, natural,authentic
IDEA 1
冬日漫游 显露不凡
冬日是一个需要遮蔽的季节，肌肤需要，有时候心情仿佛也需要 ...
因为干燥，皮肤仿佛在寒冷下更加脆弱怕冷，不敢外出，干燥引起的不美，让你不敢显露自己。
而外面的世界，景色依旧美丽，待你探索 ...
冬日的阳光，其实很暖，但，你不敢去尽情享受
凡士林晶冻，让你尽可以卸下负担，在冬日漫游。显露你的肌肤，本来就不凡。
Celebrity EndorsementIn-Store ActivationVideoCelebrity EndorsementIn-StoreActivationVideoOOHSocial Content& InfluencerEC Activation& Engaging- Chen Man’s endorsement to enhance influence- Encourage purchasing- Wide exposure - Wide awareness - Sales Conversion- Deep dive - Deliver key concept- Build impression- Enlarge coverage- Elevate influence 冬日漫游 显露不凡360 IMC Map
SEARCHSearch EnginesWeibo/ Wechat SearchVideo sitesE-commerceRandom search for HBL product recommendation, and brand backgroundSearch about Ad, story/background of a brand, or usage guidance Have purchase intention to search for specific brand, or for skin problemsSearch for product info and read brand iWOMFriendsAsk for recommendation about brandASKBROWSEOwned MediaSocial KOLWechat KOL content amplificationTravel VerticalHighly related ...
