adidas Apr Clima campaign 2nd phase 捕风者会员免费

19Q2[RN + TRN / CLIMA]2nd PHASE AMPIFICATION PLAN

APR/MAY/JUL[SS19 CLIMA] CAMPAIGN ROADMAPW TFSSMTWTFSSMTWTFSSMTWTFSSMTWTFSSMTWTFSSMTWTFSSM10 1112 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 3012345678910 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27MAYAPRMAR-4.11 ~ 捕风者 PR activation & KOL amplify3.28 Launch eventSeeding exposure13245DB exclusive social push64 wks Cover story + advertorial4adidas WeChat@Apr 11 headpost – TVC & product launch@Apr 15 Subpost – 捕风者攻略 adidasrunning weiboEndorser accountsDB Weibo & ins - CATEddie/Ning – product desire

APR/MAY/JUL[SS19 CLIMA] PR AMPLIFICATION OBJECTIVEHighlight Product feature to create desire to purchasePRODUCT EDUCATION2TVC AMPLIFICATION1Leverage TVC story to boost awareness COMMESOBJECTIVESCONTENT DIRECTION12Boost Awareness of CLIMACOOL 2019Create Desire to Purchase

-Core TA: Mass Running lovers and sports lovers-2nd tier TA: vertical runner crew -3rd tier TA: Female with athleisure style-Commercial product-Value choice of running shoes-With different colors and easy for stylingCLIMACOOL PRODUCT FEATUREWHO IS OUR TARGET AUDIENCE?APR/MAY/JUL[SS19 CLIMA] AMPLIFICATION STRATEGYTVC AMPLIFICATIONPRODUCT EDUCATIONTOTAL 500 KWOM（ WORD-OF-MOUTH ）TOTAL 200 KTOTAL 300 KON MASS SOCIAL ACCOUNTS1ON VERTICAL PLATFORMS2ON FEMALE KOL ACCOUNTS TA: Mass Running LoversTA: Female in athleisure styleTA: Vertical Runner Crew TOTAL 200 K4RUNNING COMMUNICATION CO-OP3

Weibo – leverage 营销号 to directly promote TVC •5 * KOL to Amplify TVC in their personalized content style •4 * KOL to Repost DB's TVC postWeChat – Creative content based on TVC story•WeChat *1 “”一家只贩卖 清风 的市集•WeChat *1 复联 4 隐藏英雄曝光：你也可以是唤风者•WeChat *1 今夏最炫酷的纳凉神器APR/MAY/JUL[SS19 CLIMA] AMPLIFICATION – TVC AMPLIFICATIONTVC AMPLIFICATION12Weibo Top searchON MASS SOCIAL ACCOUNTS

APR/MAY/JULPRODUCT EDUCATION ON VERTICAL PLATFORMRECOMMENDED VERTICAL PLATFORM – SHIHUO&JOYRUN/IRANSHAO Keep is more about indoor exercise, not matching CLIMACOOL’s feature of outdoor running 2nd tire TA are marathon runners, good choice for running communication co-op Key strength is offline event and runners community engagement, good choice for running communication co-op Weak content capability, better for direct advertising Targeting mass running lovers and sneakers. Good KOL resource for product testing. Previous co-op result with running is also good

APR[SS19 CLIMA] PRODUCT EDUCATION – KOL STRATEGYTIER 1: CELEBRITIES ： AWARENESS AND TREND-SETTING FOR TVC彭于晏张钧甯TIER 3: AMPLIFIER KOL ： WOM PRODUCTTIER 2: TOP KOL ： SET COVER AND DRIVE SALES FOR HYPE黎贝卡的异想世界MK 凉凉石大小姐小粽子Selina的欢 -gladysNikko 大宁Manty_Yin女神净化论TIED KOL STRATEGYFOR CLIMACOOL WE PICK TIER3

APR/MAY/JUL[SS19 CLIMA] AMPLIFICATION – KOL AMPLIFICATIONKOL on 小红书 Red Great platform to product seeding and WOM. Recommended for CLIMACOOL to target femaleKOL on 抖音 DOU...