雀巢x宝宝树战略合作方案会员免费

雀巢 & 宝宝树 2017 年战略合作方案Nestlé

Three Key Strategic plans with Babytree for 2017Business Objective:Grow market share to become the # 8 IMF brand in China in 2017Marketing Objective:Re-invent the demand generation model from doctor centric to Mom centric by•Recruiting new user recruitment with a focus on researching moms (mainly during pregnancy)•Increasing consideration to become #1 or #2 considered brand 2. CRMBuild a demand generation enginefor new category users1. BRAND BUILDINGReposition the brand to become “Mom’s partnerin breast feeding that makes her feel awesome in protecting her baby to thrive” for thrivingresearcher Moms3.COMMERCEPrioritize eCommerce asthe key growth channel

1. Campaign2. Always on Collaboration 3. KOL MatrixBRAND BUILDINGCreate targeted cut through digital and mobile first campaigns that build quality considerationGenerate engaging always on content & programs that drive considerations & keep NIN top of mind until BF transitionCollaborate with trusted 3rd party content creators to build trust, reach and engagement1. Brand Building——Campaign

Rebirth Campaign 传播节奏规划ESTABLISHCONNECTACTION (on-going)记录温柔时刻Rebirth 专题（视频 + 产品沟通）征集温柔时刻（互动 + 产品沟通）时光话题# 温柔时刻#母爱展览馆内容二次传播（情感沟通 + 产品沟通）母爱专栏

温柔即是强大ESTABLISH 资源推荐：宝树风向标 & 孕育风向标宝树风向标资源示意孕育风向标资源示意平台：PC+APPESTABLISH 阶段目标ESTABLISH 阶段要点品牌新定位沟通，建立认知黄金位置，强势曝光

CONNECT 资源推荐 1“”：雀巢照片秀活动 记录温柔时刻平台：孕育 & 小时光CONNECT 阶段目标CONNECT 阶段要点与用户深度交互，感性传达用户行为，内容产出

CONNECT 资源推荐 2 ：时光话题 # 温柔时刻 #记录 # 温柔时刻 #小时光时光活动鼓励用户形式记录家妈妈温柔时刻，并以 # 温柔时刻 #为话题，上传照片至小时光，并集合至雀巢温柔时刻标签聚合页小时光照片上传信息流推荐位活动标签温柔时光内容聚合页面超级能恩独家开放

ACTION (on-going) 资源推荐 1 ：母爱展览馆平台：孕育 & 小时光&MstyleACTION 阶段目标ACTION 阶段要点内容广泛传播，影响更多人群多平台立体式传播

ACTION (on-going) 资源推荐 2 ：母爱专栏 品牌介绍优秀摄影 •平台：宝宝树名汇•月发行量：300,000

Imported NAN“”： 母爱制造 倒数揭秘母爱制造，上市倒计时3 天

Imported NAN“”： 母爱制造 倒数揭秘倒数三天，进口能恩产品评测，医学作证权威背书倒数二天，雀巢自有高端达人试用口碑强势曝光倒数一天，瑞士直播，追溯原产地，佐证品牌高端形象

Imported NAN ：美囤首发，限时预售雀巢限时预购专题火热上线，打造稀缺营销效应•妈妈可以在线上预约首发尊享，审核通过后在线下指定门店提货预购模式

1. Campaign2. Always on Collaboration 3. KOL MatrixBRAND BUILDINGCreate targeted cut through digital and mobile first campaigns that build quality considerationGenerate engaging always on content & programs that drive considerations & keep NIN top of mind until BF transitionCollaborate with trusted 3rd party content creators to build trust, reach and engagement1. Brand Building——Always on

奶粉消费者洞察：在进行奶粉购买决策时，口碑是最关键的影响因素口碑品牌知名度亲友推荐专业评测奶粉排行榜专业知识销量专家推荐促销信息明星代言69%46%43%35%28%25%24%17%6%2%69% ...