成果执行报告stride annual report

1、Stride Annual ReviewSubmit by DigitasLBiDec.11th , 2013CONTENTS2Social Performance Overview3IMC CampaignWeibo + WeChat1Platforms Overview4SummaryHighlights OverviewFansAchievement:683,930KPI:600,000 InteractionAchievement:1,475,184 KPI:176,000ImpressionAchievement:3,482,084,082 KPI:320,000,000KPI Pe

2、rformanceTopdigital Awards1.14times8.38times10.88timesStride social marketing promotion case won 2013 TopDigital China Outstanding Social Marketing Awards. Business review magazine reported this.Highlights Overview#花花加入炫迈家族# is a hot topic at finals nightTopic amount：112,064#炫迈少年华晨宇# Fans club make

3、a UGC video with product show, it became to a hot topicTopic amount：520,835Hot TopicsContentReal-time Stride Weibo create copies and posters according to real-time content Quick attack of gif and video to eliminated contestantUGC#十动然睡# Hot topic which created by fans according to the content from St

4、ride WeiboTopic amount：82,411Link: Platforms Overview2012-8-1 (497days)Duration2013-7-19 (145days)Fans Posts670,5584,8941,71341Interactions1,475,18414,267SOWRegular brand content development and releaseOnline campaigns & social activitiesSocial listeningIMC campaign Real-timePromote Super Boy IMC So

5、cial CampaignCombine with offline promotionSocial Performance Overview Weibo - Fans Analysis - Campaign Calendar - Brand Social Activity - Brand Content Hotspot WeChat - Fans Analysis Weibo fans age group mostly are 25 to 40. Stride Weibo fans mostly are males. In terms of geographical distribution,

6、 Economically developed Jiangsu, Zhejiang and Shanghai Weibo fans are in the majority. At the same time of Stride Weibo fans increasing, fans loyalty increased substantially.Fans AnalysisCampaign Calendar 5/18 六大唱区助威赛 Fans increased: 320,790 8/9 最炫助威 挑战不停 Fans increased: 326,518 Fans break through50

7、0 thousandMayAug九月九月 6/3 评委猜不停 6/30 新TVC推广 Jun二月Copy adjustment: Much more closer to brand spirit, combined with non-stoppable and challenge.Feb- Apr Finals weeks interaction break through 300 thousand9/27 Finals Weibo hot topic#花花加入炫迈家族# Topic interaction amount: 112,064 Fans break through 700 thou

8、sandSep 6/30 新TVC推广 Real-time activity“嚼炫迈 评快男” Total interaction:172,268JulUGCCount-downFootageBrand Social ActivityBrand celebrity activityTVC promotionKZD thank videoKVKV炫迈665号挑战炫迈第三弹电视广告上线，为扩大广告的曝光量及影响力在炫迈微博做了一系列的推广活动。上线前一周每日发布倒计时线索设置悬念，上线后发布片场花絮维持热度。 互动数：8,591 推广时间：6/29-7/24柯震东生日 借助代言人柯震东的生日发起活

9、动，通过赠送柯震东签名海报号召粉丝为柯震东征集祝福，扩大炫迈微博的曝光量，并且加强了炫迈微博和柯震东粉丝的关系 共征集到87个UGC作品推广时间：6/15-6/19 Regular content talks about non-stoppable challenge brand spirit. Increases Stride Weibo exposure and interaction through celebrities. Combined with hotspot and brand spirit. Retweet consumers, stars UGC, and other br

10、ands Weibo.让你笑得停不下来的四个人，你猜得出来他们是谁吗？#每天都是挑战#人生就好比跑800米，别停下，你就会赢。有炫粉向我投诉，说好久不见凯凯了。炫小迈特地送上表情帝版的凯凯柯震东kai,卖萌停不下来！#花花加入炫迈家族#都说花花爱“睡觉”，炫小迈刚开始还不相信，直到专访那天看到这样嚼着口香糖，要睡觉停不下来的花花，炫小迈着实惊呆了！明天炫小迈将推出最终版独家视频。万众期待的花花牌彩蛋是什么呢？据说iPhone5c是这么来的！听说新iPad变轻了小快2013快乐男声请给王子预留一个名额，18年后，他也是一个Super Boy！谢谢小猫的邀请，炫小迈已入座！小伙伴们快来参加！#炫迈

11、折纸大赛#看似很普通的爱心，中间却还有一朵花，你是怎么做出来的呢？新学期到了，炫小迈就送你一份礼物吧！快把地址私信给炫小迈！ Brand Content Hotspot你的暑期聚会是不是也是这老三样，根本停不下来？Fans AnalysisStride WeChat fans mostly are males . Jiangsu, Zhejiang and Shanghai Weibo fans are in the majority. Pls. find WeChat content part at the page of 21-24IMC Campaign Weibo - Campaign

12、 Calendar - Highlights Overview - Highlights WeChat - Campaign Calendar - Highlights Overview - HighlightsCampaign Calendar五月8/9 最炫助威 挑战不停 Fans increased: 326,518 嚼炫迈 评快男(快男直播中) Total interaction: 172,268 十强争霸赛 9/21 炫迈预言帝 Total interaction: 241,207 9/27 #花花加入炫迈家族# Total interaction: 582,22 Topic int

13、eraction: 112,064 快男总决赛二月二月 5/18 六大唱区助威赛 Fans increased: 320,790快男海选Highlights OverviewHot topics ProcessContentWeibo cooperationIndustryActivity Make hot topic#花花加入炫迈家族# at finals night Lead fans to create hot topics #炫迈少年华晨宇#& #十动然睡# by themselves Abundant activitys mechanisms Combined with hotspo

14、t Quick attack to real-time hotspot Attitude poster and GIF of eliminated contestant Fans UGC interaction Media report of Stride and Super boys interaction Introduction of Stirdes PC, mobile and TV interaction case Fans club Contestant HNTV Plan b: prepared several plans for different results Intern

15、al: Close cooperation by each department External: WeChat group for copy confirmationHighlights-Hot Topics#花花加入炫迈家族# is a hot topic at finals nightTopic amount：112,064#炫迈少年华晨宇# Fans club make a UGC video with product show, it became to a hot topicTopic amount：520,835#十动然睡# Hot topic which created by

16、 fans according to the content from Stride WeiboTopic amount：82,411Highlights- ActivitySuper boy Weibo launch this activityWeibo participants: 335,696Direct at different area六大唱区助威赛快乐男声六大唱区海选开始，为了增加炫迈微博的曝光量和HNTV联合在微活动平台发起活动。利用消费者的地域优越感，让六大唱区的消费者产生竞争心理；并且通过有力的奖品刺激其他城市的消费者积极参加活动。 粉丝增长数：378,810 互动数：519

17、,191 活动时间：5/18-6/6Brand promotionReal-time interaction嚼炫迈 评快男 快乐男声微博直播期间，发起活动“嚼炫迈 评快男”，号召粉丝和炫小迈一起直播互动,增加了直播期间微博的互动量和曝光量。 粉丝增长数：378,810 互动数：172,268 活动时间：5/18-6/6According to each shows different situations Weibo& WeChat bi-platforms activityWeibo participants: 351,598Fans UGC最炫助威 挑战不停快乐男声十强诞生，快男火热进行；

18、炫迈在微活动平台及微信共同发起活动，号召粉丝通过语音、文字、图片的形式为快男加油助威的活动，扩大微博的曝光量并增加微信的粉丝。 粉丝增长数：308,738 互动数：448,529 微信参与人数：157 活动时间：8/9-9/2Cheer for contestantUse fans competitive psychologyWeChat related content炫迈预言帝 快乐男声总决赛周，围绕快男冠军炫迈百万广告合约，发起讨论三强谁将获得冠军的活动。利用粉丝的追星心态，引发粉丝之间的竞争；并在微信同步发布文案再次号召参加活动。 互动数：241,207 活动时间：9/21-9/27Co

19、mpetitionHighlights- Activity Quick attack to real-time hotspot. Attitude poster and GIF of eliminated contestant. Response time within half hour. Interact with fans UGC brings buzz.Highlights- Content#嚼炫迈 评快男#谁最人气？再次给花花拜倒！逆天的I Will Always Love You，国内歌唱选秀，谁敢唱？Orz ！Orz ！Orz！ Orz！ Orz！ Orz ！Orz！ Orz ！

20、Orz！ Orz#嚼炫迈 评快男#梦想破灭？谁下的判决！我还有我的音乐挑战，我还有我的导演梦想，我还有你们：无处不在的柠檬！我会继续加油，继续向前冲！#越挑战 越快乐#如对爱情的坚持，左立在音乐道路上的坚强也一直停不下来。面对今晚的失意，他对炫小迈说：面对多几次挫折就好了！何况还有好兄弟华晨宇会带着他的音乐梦想继续挑战！#炫小迈在现场#掐表一算，八进七的大战就要展开了！炫小迈早已准备好，在现场等着给大家带来第一手新鲜热辣的直播！#快乐男声#十年如一日的冷酷不羁，是不是觉得非常无趣？今天，我们决定干掉无趣，让你看看颠覆三观的超级偶像谢霆锋，在2013快乐男声的舞台上，他就是如此真性情，他就是卖萌

21、停不下来！HotspotEliminated contestant GIFEliminated contestant attitude posterStride on the spot干掉无趣Repost:986Reply:513Repost:320Reply:77Repost:1,744Reply:230Repost:417Reply:87Repost:144Reply:70Highlights- ProcessPlan b: prepared several plans for different resultsInternal: Close cooperation by each dep

22、artmentExternal: WeChat group for copy confirmationProduction house Super boy video GIFCreative Poster designCopy Find real-time hotspot Copy developmentEliminateAccount UGC monitoring CommunicationAsk for confirmationFeedbackExecutionPromoteClient Give comments and feedback at the first timeClient

23、Give comments DigitasLBi Quick attack to real-time Carat Coordinate with HNTVHighlights- Weibo CooperationFans Club于朦胧Contestant retweet or tweet Stride related post居来提HNTVContestant这个世界好无趣！上班打卡、相亲约架、没生过人却谈人生#干掉无趣#！今晚22点，湖南卫视快乐男声欢乐首播！炫迈快乐男声#六大唱区助威赛#活动即将开启，准备好你们的加油声！让一切停不下来！Highlights- IndustryIntrod

24、uction of Stirdes PC, mobile and TV interaction caseMedia report of Stride and Super boys interactionCampaign Calendar 8/9 最炫助威 挑战不停 Viewer: 859 Participants: 509 Fans increased: 1,219 8/30 炫促不停 Viewer: 603 Participants: 101 Fans increased: 341Aug 9/1 Faxinxi.la Participants: 154 Fans increased: 179

25、 9/17 Stride.la Viewer: 1,468 Participants: 78 Fans increased: 1,632Sep 7/19 微信招粉 Fans increased: 546Jul 11/15 快男巡演LBS定位活动 Viewer: 1,062 Participants: 198 Fans increased: 764NovActivity Stride.la 炫促不停 LBSContent Stride Weibo collection Activity promotion 炫酷抢先看 Paper folding UGC Highlights OverviewIn

26、dustry Industry media report Report of Stride.la Stride use new WeChat faxinxi.la function to launch activity, and get reported by industry Weibo account.Highlights OverviewWeibo and WeCaht bi-platformInvoice photoWeibo and WeChat bi-platformScreenshots of signatureWeChat new functionOffline sales p

27、romotionStride.la- 冲刺炫迈百万广告合约 快乐男声五强诞生赛期间，利用微信的新功能faxinxi.la发起活动，号召粉丝为自己心目中的冠军征集签名。（炫迈微信自制后台软件stride.la） 参与人数：78 活动时间：9/17-9/27炫促不停 快乐男声总决赛期间，将炫迈的线下促销和微信结合做活动，既可以增加炫迈的销量，同时可以为微信增加粉丝。 参与人数：101 活动时间：8/30-9/20Industry reportHighlights- Activity Stride Weibo collection Different theme of Weibo collectio

28、n every Monday. Activity promotion In order to recruit WeChat fans, we launched a series of activities for Super boy. Paper folding competition Stride Weibo paper folding competition had a good performance, we released this campaign UGC collection via WeChat to call for action. 炫酷抢先看 Before real-tim

29、e, we always released some warm-up posts to forecast and call fans to watch Super boy show with Stride.Highlights- Content今夏，一曲董小姐把左立带到我们身边，也带给我们爱的疯狂与梦想的力量。如今他已告别快男，相信不论历经多少风雨，板栗会和他站在左边，立场坚定。炫小迈给大家带来板栗的加油视频，祝他追梦之旅停不下来！关注炫迈微信参与活动，为偶像加油，更多惊喜等着你！左立是疯儿互动数：690 VS #炫迈少年华晨宇#停不下来的努力，停不下来的歌唱，根本停不下来的炫迈少年华晨宇！全球的火星人告诉你，华晨宇yu人气根本停不下来！明天等你震撼发声！用你停不下来的脚步去获得冠军的奖杯吧！晨迷宇此，支持华晨宇，根本停不下来！Stride炫迈 互动数：133,501Deficiencies- Role of fans club: Their internal organization is much closer with hu