UnileverPureitTrial Execution PlanJULY 30th By Reload
Phase IPhase IIPhase IIIPilot TestPilot RolloutFully RolloutPromotion TimelineAInternal PRBKOL TrailCOfficial LaunchDKOL PromoteETBCWeek 1-610th Aug-20th SepWeek 7-1321st Sep-8th NovWeek 14-?9th Nov-?
PilotRolloutPilot Periodic Plan AInternal PRBKOL TrailCOfficial LaunchDKOL Promote1st layer installTotal InstallWithdraw Rate Action PointAfter adjustment with feedback, roll out on open platformIf 1st layer target is not reached in 1 weekPilotTestIf WR<33%, move onIf WR>33%, adjust reward mechanism-If WR<33%, roll out to more machine type and no apply number limit.-If 80%>WR>33%, adjust mechanism and machine type base on feedback and try again.-If WR>80%, STOP the free trail project.64105050
Pilot Overview AInternal PRBKOL TrailCOfficial LaunchDKOL PromoteSpreading MechanismCommunicate MaterialObjectiveGet feedback about trail mechanism:-Test and adjust:Numbers set; Service flow;Communication material -Collect UGCCollectMaterialGet feedback about market reaction:-Test and adjust:Numbers set; Service flow;Communication material -Collect UGC-2 sets of communicate poster-Multi topic angle-Social Activity-Kol recommendation-2 sets of communicate poster-Website banner-Serial video-Functional poster-Multi topic angle-2 sets of communicate poster-Selection questionnaire-Kol speech craft-Internal communicate poster-Selection questionnaire ?-Call back interview-UGC sharing about: using experienceservice experienceInstalled photo-Call back interviewUse high quality Kol post about multi angle topic, activity to attract core target user—young mum with kids age 0-12Announce about campaign on official platform to attract current PureIt fans and potential buyer, using multi topic angle. Also leverage current applicants on website.Choose 12 top parenting Kol and interview via phone, select 6 who match most to campaign, ask them to install and share about the whole experience Communicate with in UL and Reload to install and spread about campaign, to observe very closely and gather more detail feedback
AInternal PRInternal communicate posterSelection questionnaireDo you have kids living with you?How do you drink water at home currently?Have you ever reached by Pure it ads?Does anyone from your family has installed Pure it?Does anyone of your colleague has installed Pure it?Do you have any plan to recommend Pure it to your friends or family?··· ···
2 sets of communicate posterBKOL TrailFunctional DrivenReward DrivenFor those who is more rational about incentive, we have identified 4 major considerations of purifier trail:-Necessity-Value for money(long term)-Convenience of using-Install and uninstall experienceThis poster focus on tackling functional considerations and offering “perfect solution”.“Recommend to 10 people, Get Pure it free”This incentive message itself is a strong eye catching stimulation. This poster illustrates mostly on the reward people can...
