Yuesai 25th Anniversary Digital Campaign Proposal会员免费

A PROPOSAL FOR Yuesai 25th Anniversary Digital Campaign�4 Aug 2016

Today we are going to talk about…p The Consumersp The 25th Anniversary Campaign Ideap The Executionsp The 25th Anniversary Logop The Proposed Budget Split

Data AnalyticsGrey x Sinomonitor�Focus GroupThe post 90s: 20 femalesTHE CONSUMERSDesk ResearchSocial Listening�

* SOURCES: CC12SP-CC16SP 中国市场与媒体研究BRAND CHECK: BRAND PREFERENCE BY AGE GROUPNO.135-4433%32%25-34NO.216%45-54NO.313%55-64NO.46%15-24NO.5

* SOURCES: Social Listening p NATURAL INGREDIENTSp CUSTOMISED FOR CHINESEp QUALITY PRODUCTSp VALUE FOR MONEYp FOR MATURE SKINSp OLD FASHIONEDp STRONG SMELLp PACKAGING NEEDS TO BE REFINEDBRAND CHECK: ONLINE REVIEWS BY END USERS

FOCUS GROUP: to understand the post 90s ü Group interviewsü Unaided &aided brand awareness surveyü Product trial�

Emotional�Functional�Aspirational�INSIGHTS INTO THE POST 90s

Emotional�Functional�Aspirational�INSIGHTS INTO THE POST 90s

THEY DESCRIBE THEMSELVES AS#smart##adorable##wise##adventurous##confident##ambitious##responsible##generous##decisive##outgoing#

THEY ENJOY SPENDING TIME ONSHOPPINGKTVNO.1NO.2GYMNO.3GAMINGNO.4NO.5MUSICNO.6ONLINE DRAMAS

THEY BELIEVE THAT 1ST IMPRESSION COMES FROM:NO.1NO.2PERSONAL ITEMSNO.3LOOKSSTYLE

THEY LIKE CHINESE CULTURESPANDAEMBROIDERYCHINESE INSTRUMENTSCRAFTMANSHIP

THEY TEND TO BE INFLUENCED BYKOLSBLOGGERSWOM

Emotional�Functional�Aspirational�INSIGHTS INTO THE POST 90s

THEIR PURCHASE DECISIONS ARE DRIVEN BY:NATURAL INGREDIENTSSAFETYVALUE FOR MONEY

THEIR PERCEPTIONS TOWARD TCMNATURAL INGREDIENTSSAFE AND HEALTHYEFFECTIVE BUT IT TAKES TIME…�

THEY ARE OPEN TO TRYTCM SKINCARE/COSMETIC PRODUCTS

HOWEVER, THEY HAVE DOUBTS IN:p Safety of the ingredients used p Scientific know-howp Proven success

Emotional�Functional�Aspirational�INSIGHTS INTO THE POST 90s

THEY ARE YEARNING FORFREEDOMTIMESPACEMONEYIn reality, they know exactly what the barriers are:

THEY LOVE ADVENTURES AND THEY ARE ATTEMPTED TO TRYSkydivingDiving

THEY APPLAUD PEOPLE WHO ARENOT CONCERNED ABOUT BEING JUDGEDGOING AFTER PERSONAL DREAMSBOLD AND CREATIVE IN THEIR LIFE�

IN THE KNOWCONFIDENTRATIONALSELECTIVEIN SUMMARY, THE POST 90s ARE

THESE ARE THE MODERN CHINESE WOMEN�

IN THE PAST, BEAUTY (STANDARDS) TO CHINESE WOMEN WERE WAY BEYOND ‘BEAUTY’

MODREN CHINESE WOMEN ARE IN THE FIGHT CHALLENGING STEREOTYPES INNER OUTER MAKING OWN CHOICES

we (Yuesai) are here, be with you (25 yrs), to challenge the status quote

中国女性的美，经常受外界影响

实际上，不盲从反而能展现她们秀外慧中的中国范

# 不就范 就有范 # THE THEME

THE EXECUTION

STAGE 1TEASER - SPARK THE CONVERSATION-

邀请消费者参加一次采访，问上述问题 INTERVIEW OF MODERN CHINESE BEAUTY 话题：中国女人够范吗？ QUESTION你觉得你的形象够范吗？ 如果可以改变，你最想改变哪里？ STAGE 1/TEASER

想开双眼皮 嘴唇再丰满一些 多读一点西方哲学 她们的回答 INTERVIEW OF MODERN CHINESE BEAUTY 话题：中国女人够范吗？ STAGE 1/TEASER

引出我们的话题 XX%的中国女性都觉得自己不够范 ＃中国女...