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2017 VASELINEWINTER CAMPAIGNIDEA PROPOSAL2017.2 By Reload

Agenda Brief Recap  Our Thinking Creative Idea -- Video -- Html5 -- EC -- Watsons

AgendaBrief RecapOur ThinkingCreative Idea -- Video -- Html5 -- EC -- Watsons 

Brief Recap1324Product AdvantagesHealing SuperiorityCommunication AssetsLeverage the talkability of Chen Man to modernizing brand imageCommunicationModeObjectivesDrive penetration by recruiting New Brand UsersCommunicate brand proposition in a Relevant & Aspirational way

AgendaBrief RecapOur ThinkingCreative Idea -- Video -- Html5 -- EC -- Watsons 

Our ThinkingCultural TensionSuperiority in Deep healing powerNeed moisture and nutrition for skin as well as themselves to reveal beautyBrand & Product TruthCelebrity EssenceReal beauty, natural,authentic

Brand & Product Truth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Product特润修护清香型润肤露Moisturize dry skin deeplyProvide a superficial quick fix without re-applications requiredGiving long lasting ,hydrated skin even in the toughest conditionsBrand

Cultural TensionAge group: 18 to 35 years oldPositioning: Cosmopolitan modern explorerLove new experiences,Aspire for exquisite lifestyleCaring for health & beautyValue confidence & energyAspire for travel due to public conformity and vanity

Celebrity Essence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。

AgendaBrief RecapOur ThinkingCreative Idea -- Video -- Html5 -- EC -- Watsons 

冬日，似乎是一个矛盾的季节，纯净洁白的世界待你探索，却又总是被寒风所挡

低温、干燥……让你怯于走向外面真实的世界一探究竟 裹紧衣衫，在壁炉前如垂暮老人般，无法展现那个最的自己真实

而冬天的阳光依然温暖凝结水汽的冰晶，包裹凝聚着最真实的美你渴望肌肤也能如此，呈现出最真实、完美的状态

凡士林，蕴含微凝晶冻修护因子有效修护，还原肌肤真实状态，让你在冬日尽情漫游感受最真实的世界，展现最真实的自己

CREATIVE IDEA: 冬日 漫 游 凝 锁 真实“ ”

MESSAGE HOUSEGRAND LAUNCHAMPLIFICATION“ 冬日漫游 凝锁真实”•HTML5•EC Promotion•Watsons cooperation•Social Topic•KOL Generated Content •Social Buzz•User Generated Content•KOL Generated Content PHASINGDraw attention to campaignCall for action for mass participationKOL seeding for wide reachAmplify campaign and draw further attention to the campaign with the resultASSETSTOUCH POINTSOBJECTIVETEASER•Chen Man’s Video•Social Topic•KOL Generated Content Video SiteWeibo & WechatWeibo&WechatECIn-storeSocial Media“”冬日 漫 游凝锁真实“”冬日 漫 游，美丽启程“”冬日 漫 游，倍感呵护包“”冬日 漫 游凡士林修护你的肌肤THEMEBuild linkage between real & skin healing

360 Digital IMCVideoECHtml 5- Engagement- Product Education- Sales Conversion- Deep dive 冬日 " 漫 " 游VideoSocial TopicWatsons- Deliver key concept- Build impression- Encourage purchasing- Enlarge coverage- Elevate influence 凝锁真实

VIDEO IDEA

“”技术在真实面前，不...