教程讲稿大文件avene viral video promotion plan

1、Avene Viral Video “Men Dont Understand Women” IWOM Promotion PlanProposed by Kaitian2022/7/25CONTENT2022/7/251Promotion Brief Recap2IWOM Promotion Strategy3Social Platform Indication4Budget & KPI Allocation Promotion Brief Recap2022/7/25CREATIVE CONCEPT: EVERY WOMEN HAS ITS OWN SENSITIVITIES, MEN DO

2、NT UNDERSTAND. BUT AVENE DOES.PROMOTION OBJECTIVE: To increase the exposure and create buzz for viral videos;To enhance the branding & new product awareness through IWOM platforms.CONTENT2022/7/251Promotion Brief Recap2IWOM Promotion Strategy3Social Platform Indication4Budget & KPI Allocation IWOM P

3、romotion StrategyVideoExposureContent UGCAvene BuzzWeiboFemale WebsiteEPRBBSThrough multiple platforms to maximize the exposure of viral video, create HOT topic # MEN DONT UNDERSTAND WOMEN # , increase social buzz of Avene brand, promote along with IWOM promotion to create secondary transmission. SN

4、S2022/7/25IWOM Promotion StrategyViral VideoOfficial WeiboSpecialKOLKOL GRUGCBBSSNSEPROfficial Weibo: Avene upload viral video and set-up the topic #Men Dont Understand Women#Special KOL: let famous KOLs talk about “Men dont understand women” from their point of view, and utilize their social influe

5、nce to lead the discussion.KOL/GR: KOL/GR to further spread out the topics #Men Dont Understand Women # Avene Does, and boost the buzz effect throughout IWOM platforms.UGC : Reached TA through KOLs &GR, and let consumers to participate into the topics and generate contentsBBS /Female Vertical: Condu

6、ct promotion campaign about viral videos, and promote the theme topic as wellEPR: Press release about Avene viral videos and enhance the theme topic “Men dont understand women, Avene does”2022/7/25IWOM Promotion Roadmap Warm-UpLong-TermBoost Topic2022/7/25Official WeiboBBSSNSEPRWeiboKOL & GR30 press

7、 release on media sites1 lucky-draw campaignHuoSiYans Weibo forwards viral video on Dec.6thPost a viral video on Avene Official Weibo every working day 10 SNS KOLs to share viral videos through SNS platformsDec.2nd Dec.7th Dec.31st Jan.31st Post a video collection on Dec.7th with lucky-draw Weibo Ac

8、tivity- 2 Special KOLs forward videos & lead the topic discussion 15 KOLs forward videos & participate into the discussion 20 GR accounts forward videos & the discussionPost videos on 400 BBS forumsHost the We-Topic #Men Dont Understand Women#Create Buzz about Avene We-topic #Men Dont Understand Wom

9、en#CONTENT2022/7/251Promotion Brief Recap2IWOM Promotion Strategy3Social Platform Indication4Budget Allocation Weibo Promotion: We-Topic2022/7/25Avene post viral video every working day setup topic #Men dont understand women , Avene does # user can post and repost weibo Avene Avene official weibo ap

10、ply for We-Topic hostSpecial KOLs can be the topic sponsor #Men dont understand women# WHY DO WOMEN ALWAYS SAY “THINGS” BEHIND THE BACK OF THEIR OWN “BEST FRIENDS”?Weibo KOL/GR participate into the topic discussionWeibo Promotion: We-Topic MechanismAvene host the We-topic #Men Dont Understand Women#

11、 on Weibo2 Special KOLs will forward videos & Lead the discussion 15 KOLs will forward videos & join into the discussion20 GR accounts then forward videos & topics to boost the buzz effectConsumers can share the videos and discuss about the topic to win lucky-draw HuoSiyans Weibo will first forward

12、the viral video Avene Weibo announces winner list every week.Weibo Promotion: Lucky-draw CampaignAvene Official Weibo will post a video collection on Dec.9th, consumers can share the video and win the lucky-draw. Objective：分享#男人不懂女人#视频 赢数码大奖 Date：Dec.9th Dec.13th （5day） Platform：Sina Event platformR

13、ules： 1,关注雅漾官方微博 2,转发微博，写下#男人不懂女人#观点或感受并两位以上好友 3,雅漾官微/微活动平台随机抽取幸运网友 4,中奖用户填写收货信息 5,雅漾发出奖品Incentive ：I Pad mini, 10 sets of Anti-redness Kit To capture the interesting point of the video when reposting, so as to generate more interaction and buzz.Weibo Promotion: Re-post Demo转发文案创意最终根据视频内容而定 女人不化妆就相当

14、于裸奔出门。 怕媳妇化妆伤皮肤，就送套雅漾呗！ 雅漾，专业护理敏感肌肤。你老婆可能是皮肤太敏感 敏感肌肤推荐雅漾 右边无孔不入BBS Promotion : Regular Promotion 2022/7/25Life StyleFemaleSkincarePortalUtilize the variety of BBS forums, we will produce BBS articles accordingly to the type of forums, and help to increase consumers engagement and interaction on BBS

15、platform.Article Indication男人不懂女人的那些事（内容侧重系列短视频的主要剧情）呵护女人的敏感，TA更懂你（结合视频，传播雅漾呵护敏感肌女性的内容点）男人都应该进来看看，让你更懂女人（结合视频，传播雅漾呵护敏感肌女性的内容点）女人话题社，不懂我们的男人禁入-BBS（结合视频，传播雅漾呵护敏感肌女性的内容点）BBS Promotion: Campaign Mechanism2022/7/25Conduct lucky-draw campaign on skincare / female / sentimental / relationship related forum

16、s.Objective：Promote Avene viral videos and Anti-redness maskTheme：“Does he really understand you? If not, Avene does.”“你的他够懂你吗？男人不懂女人，雅漾懂。”Content：Ask consumers to share the stories of their partners in daily life that they dont really understand. The top 10 most resonating stories will win the priz

17、es.Incentive: 10 sets of Anti-redness Kit 2022/7/25BBS Promotion: Campaign Demo“你的他够懂你吗？男人不懂女人，雅漾懂。”活动主题：“你的他够懂你吗？男人不懂女人，雅漾懂。”活动时间：20103年12月16日12月23日（最终时间按排期执行）活动目的：通过活动扩大#男人不懂女人#话题声量，网友互动参与传播雅漾主推产品活动形式：网友以“男人不懂女人，雅漾懂+他不懂你的小趣事”为固定格式回帖示例： “男人不懂女人，雅漾懂”刚刚和女朋友吵架，她泪眼婆裟的说：“你和我说句对不起不就完了吗？”“对不起”“你以为说句对不起就完了

18、吗？”中奖方式：挑选按要求回帖内容最优的10位网友温馨提示：1、评论内容需为原创，否则不予发放奖品2、禁止复制他人回帖内容进行发布3、获奖贴发布的三个自然日内获奖人与版主无联系，视为自动放弃获奖资格4、禁止恶意发布广告贴奖品发放：1、获奖结果将由论坛版主发帖公布2、获奖的朋友需在获奖贴公布的三个自然日内与版主联系3、告知版主您的信息（包括地址、联系电话、姓名）方便我们发放奖品4、奖品将在活动结束后两个星期内发放SNS Promotion 2022/7/25Based on theKaixin001SNS websiteRenren,to make socialinteraction with

19、users.ThroughRenren/Kaixin001, find some high-interactive Daren to spreadand share ourviral video.Increase viral topic exposure and brand social buzz , young TAPress Release on Female /Portal /Regional Sentiment and sexuality channel . The content will be base of branding and how Avene use viral vid

20、eo promotion for their digital marketingERP Promotion2022/7/25CONTENT2022/7/251PROMOTION AIM2Promotion Strategy3Promotion Indication4Budget & KPI Allocation PlatformQuantity Cost Weibo 2 Special KOL (陆琪&苏岑)*2 posts / each343,30015 KOL*1 comments20 GR* 1 forward BBS 400 (4 Articles)30,0001 BBS campai

21、gn20,000 Press Release30 sites (2 articles)18,000SNS10 power people18,000Sub-total ：429,300Service fee 8%： 34,344Tax8.5%：36,491Package Price500,000Budget Allocation Weibo KOL List2022/7/25Weibo GR List2022/7/25EPR List2022/7/25Avene Viral video Campaign KPI Avene Viral Video Campaign KPI (Dec.2nd, 2

22、013 Jan.31st , 2014) PlatformReleaseEstimate KPIWeiboWeibo KOL & GRForward Comments 2 Special KOL (陆琪 & 苏芩, 2 posts /each) 15 KOL (1 post each) 30 GR (1 forward each)18,0008,000EPRMedia/30/BBSForumClickComments400400,0006,000SNSSNS KOLClickComments1010,0002,000Video ViewTotal Video View396,000 video

23、 viewHow to speculate up topics such as #MEN DONT UNDERSTAND WOMEN# AVENE DOES and create buzz?Special KOL mendation Build up emotional aspects through KOL, bring up Emotional resonance among TA to make UGCFans :17,030,000Avg. comments:700+Avg. forwards:3,000+Fans: 3,188,000Avg. comments: 300+Avg. forwards:6,000+We have observed 陆琪 苏芩 that both of their daily weibo posts are most qualify to Avene Viral Video theme topic. E.g. sexuality topics/sentiment/relationships.Analysis of the KOL Influence andFans Characteristics新浪风云榜月度名人影响力，陆琪NO.1，其影响力超越林志颖、谢娜等