瑞蓝数字营销创意部分会员免费

Brief recap Restylane need to be the TOM brand in the HA market, be the gold standard of HAin derma filler industry, and be the #1 choice for both physicians and consumer To own the market by Restylane strong consumer brandcommunication to counterwith upcoming new competitorsBrandObjectiveHA category education and Create buzz & build awareness for Restylane- The overall 2016 Restylane Digital strategy and communication plan- Creative base on Big idea- Leverage Restylane 20 years celebration in 2016Integrate ATL & BTL consumer campaign and achieve O2OEncourage and engage target consumers trial and call for action by KOLendorsement and WOMObjective ofCommunication

Our TaskBrandObjective :To be the TOM brandin the HA marketTo own the market to counter withupcoming new competitorsBuild WOM & Call for ActionObjective ofCommunication :安全与正品问题是消费者最大的顾虑PrimaryBarrie:大多数消费者在品牌选择上更听从医生的意见让更多消费者在去诊所钱对瑞蓝产生好感Our Task:消除目标人群对安全问题的顾虑

Digital Communication Role & StaticsDigital RoleCall For ActionWOMO2O campaignBY使 TA 对品牌形成认知产生实际体验产品的兴趣CAMPAIGN基于外围媒体平台及 Social 媒体平台的深度沟通• 以真实体验者展示产品自然效果• 借助 KOL 或第三方权威媒体引荐• 真假瑞蓝产品的辨别内容A LWAYSONSEM 优化推广• 抗击假货，净化品牌搜索首页信息• 拦截竞品露出，防止用户流失

DIGITAL communication strategy

BIG IDEANatural Transformation

SuperioritySeeker Deep DiveInsecureBeauty StriverAnti-agingDefenderFind the common agenda of ourPrimary target ，Let them fall in love with Restylane.

她们的外貌，并没有太多具体缺陷，选择微整形，更多是来自内在精神世界对美的苛求InsecureBeauty StriverSuperioritySeeker Deep DiveAnti-agingDefender不甘于默默无人关注守卫自豪的资本重新燃起青春活力

我们只需要告诉她们：瑞蓝的 Natural Transformation 能使你：……安全、快速变美，赢得更多的关注、赞美、羡慕但别人永远猜不到，你是怎样变美的

Self-lifting for Natural TransformationBuild the life they want改变的经过改变的结果激活魅力颜值提升，获得更多注目的眼光，被羡慕、被赞叹没有人能看出来外表倍受关注焕活青春安心、放心的自然品质内在变得更自信不为人知的小改变收获外表与内在的双重提升

Find the Rallying pointBuild love with consumerBrand’s Shareable UniquePoint of View with People品牌独特观点Common Agenda消费者共同的心理或行为RallyingPoint她们希望获得让人羡慕的美貌，但并不希望让别人知道她们转变的过程They want to make peopleadmire their beauty face, butdo not want to let others knowthe lifting processSelf-lifting for NaturalTransformationLifting your image bynature effect andconfidence from within tobuild the life youwant瑞蓝助你悄然转变，获得显而易见的提升

Digital communication IDEA悄然转变 不止所见外表上不为人知的小改变，为你带来意想不到的大提升

瑞蓝 20 周年见证千万中国女性提升

solution• 消费者不止所，拥有自己理想的生活瑞蓝给你带来的变化，不止你眼中所见，引领不同女性BYCAMPAIGN• 品牌见20 年的品牌积累，见证了千万女性的成功转变A LWAYSON• 产品邀请真实使用者，展示瑞蓝试用效果，让负面阴云被真实可见的效果驱散

Digital Creative创意展现

从别人眼中看见更好的自己

不甘于默默无人关注的女生，怎样从别人眼中见到更好的自己？自拍...