2015年奥迪品荐二手车收车主题与活动集客网络传播项目简介

1、媒体选择投入预算预算占比点击量曝光量爱奇艺1,300,00011.8%1,506,290132,046,000 优酷1,200,00010.9%2,072,242135,605,500网易300,0002.7%103,000 123,000,000汽车之家1,000,0009.1%49,700 73,800,000 易车网1,100,00010.0%116,500 28,500,000 二手车之家780,0007.1% - - 易车二手车1,900,00017.4%947,960 117,198,000 58同城800,0007.3%84,600 23,482,000 悠易互通DSP1,500

2、,00013.7%977,148 162,858,000 百度1,000,0009.1%-口碑99,9000.9%-合计10,979,900100%5,857,440796,489,500 2015年奥迪品荐二手车收车主题与活动集客网络传播项目项目简介 立项部门 奥迪销售事业部二手车与大客户部项目负责人金楼BM单号 20273427项目预算 ￥10,979,900代理商北京灵思远景互动广告有限公司代理商选择方式 招标 年度代理 比价 部门推荐 其它发布平台爱奇艺、优酷、汽车之家、网易、易车网、二手车之家、易车二手车、58同城、悠易互通DSP、百度、口碑发布时间2015年07月13日-2015年

3、12月04日车型项目目标提升品荐二手车收车主题活动集客量发布形式网络媒体硬广投放奥迪全车系二手车2015年奥迪品荐二手车收车主题与活动集客网络传播项目费用构成媒体类别媒体 金额（元） 媒体占比媒体类别占比网络媒体爱奇艺1,300,00011.8%11.8%网络媒体优酷1,200,00010.9%10.9%网络媒体网易300,0002.7%2.7%网络媒体汽车之家1,000,0009.1%9.1%网络媒体易车网1,100,00010.0%10.0%网络媒体二手车之家780,0007.1%7.1%网络媒体易车二手车1,900,00017.4%17.4%网络媒体58同城800,0007.3%7.3%

4、网络媒体悠易互通DSP1,500,00013.7%13.7%网络媒体百度1,000,0009.1%9.1%网络媒体口碑99,9000.9%0.9%合计10,979,900100%100%2015年奥迪品荐二手车收车主题与活动集客网络传播项目二手车部品荐二手车： 10.98 mioOnce2015.07-2015.122015奥迪品荐二手车传播10.98 mio. 2015.07-2015.12项目介绍/ Project Description1.品牌传播2. 宣传目标吸引既有奥迪车主提升品牌认同，优化预售车用户线索收集质量；围绕品荐汇活动宣传，扩大品牌优势，促进线下到店转化。 Benchmar

5、k or Comparablemio. itemBG(mio.)曝光量PV点击数Click点击率CTRCPM2015 奥迪品荐二手车传播10 .98mio.796 mio5.85 mio0.74%￥ 13.792014 奥迪品荐二手车传播23.0 mio.3,180 mio12.83 mio0.40%￥ 7.20指标类型IndexTypeIndexKPIBenchmark数量指标Quantity Index曝光量PV796mio3,180 mio点击数Click5.85 mio12.83 mio质量指标QualityIndex点击率CTR0.74%0.33%-1%成本指标Cost IndexC

6、PM ￥ 13.79￥ 7.2Product/Brand/Platform10.98 mio.2015年奥迪品荐二手车收车主题与活动集客网络传播项目Used cars department mend used cars： 10.98 mioOnce2015.07-2015.122015Audi used cars mendation and communication10.98 mio. 2015.07-2015.12 Project Description1.Brand communication2. GoalAttract Audi owners to enhance brand reco

7、gnition; optimize clue collection quality of pre-sell car ownersExpand brand advantage and promote store visiting conversion through mendation activity. Benchmark or Comparablemio. ItemBG(mio.)PVClickCTRCPM2015 Audi used cars refined and mendedcommunication10 .98mio.796 mio5.85 mio0.74%￥ 13.792014 A

8、udi used cars refine and taste communication23.0 mio.3,180 mio12.83 mio0.40%￥ 7.2IndexTypeIndexKPIBenchmarkQuantity IndexPV796 mio3,180 mioClick5.85 mio12.83 mioQualityIndexCTR0.74%0.33%-1%Cost IndexCPM ￥ 13.79￥ 7.2Product/Brand/Platform2015 Audi used cars refined and mended communication project10.

9、98 mio.Video media Auto verticalcooperation Used car website Info platform DSP precise launchSearch marketing promotionPortal social communication传播概念如何规避价格竞争泥潭，建立奥迪品荐二手车品牌优势围绕体验痛点，规避价格对比，强调服务价值易之有道 尊享无忧建立卖方价值公道、高效、有温度强化买方价值透明、悉心、有保障评估有道 110项专业检测，估价标准透明交易有道 回购置换五部曲，轻松完成交易服务有道 秉承奥迪式体验，服务以客为尊车况无忧 一键式车

10、辆认证档案，车况良好信贷无忧 配套置换+金融政策，轻松选购售后无忧 售后保险及专业救援，服务无差别Communication conceptHow to avoid price competition，build Audi used cars refined mendation brand advantagefocus on experience and feeling ,avoid price comparison, emphasis service valueEasy transaction Worry freeEstablish seller valuefair、efficient、co

11、nsiderateStrengthen buyer valuetransparent、careful、guaranteedEvaluation 110 professional detection; transparent evaluationTransaction five steps of repurchase and replacement; easy transactionService Audi style experience; consumer as priorityVehicle condition vehicle certification， fine vehicle con

12、ditionCredit and loan replacement + financial policy, easy purchase After sales insurance and professional rescue， same service塑造情感价值潜客精准引导聚焦核心媒体营销策略传播策略易之有道 尊享无忧营销目标提升品荐品牌认知、优化线索收集质量、促进线下到店转化核心内容通过拟人化手法制作情感类视频强化二手车产品情感价值提升品荐二手车品牌溢价聚焦车源信息大的优质媒体平台 重点投放结合内容互动提升线索搜集 结合保有车主数据与DMP平台， 实现与潜在用户的精准沟通提升品荐汇活动认

13、知，引导计划 售车用户到店体验营销目标Shape sentimental valueGuide potential userFocus core mediaStrategyCommunication strategyEasy transaction Worry free营销目标Improve brand recognition、optimize clue collection quality、promote store visiting conversionCorecontentMake emotional videos by using personificationStrengthen u

14、sed cars emotional valuePromote refined and mended used cars brand premiumFocus on high quality media platform which contains large vehicle informationPromote clue collection with content interaction Realize precise communication with potential users with existing car owners and DMP platformenhance

15、recognition of refined mendation experience, guide potential consumers to experience in the store. Goal传播执行规划潜客沟通路径模型针对潜客户认知路径，部署完整多样的沟通渠道，形成连续性传播效应Impression Attention Interest SearchAction Share曝光拦截集客视频媒体合作场景化微电影推广依托搜索数据展现视频垂直媒体合作信息平台合作搜索营销优化 集客线索转化自发分享传播分享卖车行为关键词购买意向用户拦截卖家解读品荐服务证言化口碑传播底层数据对接锁定客群潜

16、客行为轨迹追踪投放拦截售车客群引流关注城市资源定向招募潜客话题包装社会化扩散人际分享二次传播主动搜索行动转化分享感受意愿需求关注信息印象产生+Communication execution planPotential userrecognition pathAim at potential users recognition，deploy comprehensive channels，form continuous communicationImpression Attention Interest SearchAction ShareExposureinterceptiontrafficin

17、gVideo media cooperationPromote micro film Show video based on search dataVertical media cooperationInformation platform cooperationSearch marketingoptimization Trafficing clueconversionSpontaneous sharingshareBuy key words of car purchaseIntercept high intention usersSellers explain refined and men

18、ded serviceWOM by testimonyConnect targeted consumer by underlying dataPlace ads based on potential users actionIntercept attention of car sellersRecruit targeted customers Spread topicsShare to form second communication+执行亮点-情感视频品牌价值拟人形象情感共鸣通过情感价值的塑造，提升用户在售车过程中对品荐品牌的选择倾向性以车的视角，挖掘用户与爱车的情感回忆，展现品荐品牌的服

19、务价值车是我们人生阶段的伙伴见证我们事业、家庭的圆满理应得到善待和用心的托付“泪眼”大灯让产品表达情感通过车的视角回顾车主奋斗历程将产品塑造为并肩向前的伙伴情节展现奥迪品荐提供的完善服务通过买、卖车主从“不舍”到“安心”的情感转换体现品牌服务价值理性诉求感性诉求 Execution highlight-emotional videoBrand valuepersonificationEmotional resonancePromote users preference of refined and mended brand by shaping emotional valueDig emoti

20、onal memories between users and cars in the cars view demonstrate service value of refined and mended brand A car is a companion in our lifeIt witnesses the success of our career and familyIt deserves good care “Tear eyes” headlight endow products emotionRetrospect car owners past in the cars viewSh

21、ape the car as a companionDisplay the service by plotsshow brand service value through buyers and sellers emotion shift from “not willing to “relieved”Rational appealsEmotional appeals新浪banner搜狐矩形广告腾讯banner车主姓名联系方式（电话+E-mail)车型及上牌时间执行亮点-大数据应用深度挖掘用户数据，结合DMP平台进行精准投放奥迪保有车主数据采集DMP大数据分析通过DSP平台结合多样化广告形式精准

22、投放触媒类型浏览轨迹兴趣关注提升品荐汇活动信息的精准告知，从而引导到店 Sina bannerSohu adsTencent bannerCar owners nameContact（Telephone + E-mail)Model and registration timeExecution highlight-big data applicationDeeply dig user data，precisely place with DMP platformData collection of existing car ownersDMP big data analysisPrecise l

23、aunch with diversified ads through DSP platformMedia typeBrowsing trackInterest Improve precise inform of refined and mended experience to increase store visiting策略思路改变传统常规广告投放DSP广告投放不是目标人群到达人群中，仍有部分通过传统方法选择投放媒体目标人群直击遗漏的潜在用户面向海量有效媒体，针对人群精准曝光 被遗漏的潜在目标用户被覆盖的目标用户DSP投放效用 1 补强被覆盖的非潜在目标用户结合多样式广告形式，补强常规投放，

24、直击遗漏潜在用户strategythoughtchangeTraditional regular ads launchDSP ads launchSome are not the targeted people in the reached groupChoose launch media by traditional methodTargeted peoplestrike omissive potential usersFace the massive effective media，expose precisely to the targeted people Ommissive pote

25、ntial usersCovered targeted usersDSP launch effect 1 reinforceCovered non-potential usersreinforce regular launch with diversified ads，strike omissive potential users确定人群策略依据人群行为数据研究，确定投放的媒体子网络优选媒介阵地优选排名靠前的优质媒体搭建传播阵地其他定向辅助地域、时间等定向手段实时优化投放过程中围绕KPI的策略调整受众购买精准广告媒介策略：次要主要是保证广告曝光环境人群策略：主要人群数据累积，标签维度定义DSP

26、投放效用 2 精准锁定潜在用户排除非潜在用户 通过程序化购买，达到目标用户精准投放Lock targeted peopleDecide launching media sub-network according to peoples actionChoose media positionChoose top media as communication channel Other targeted assistTargeted method as region、timeoptimizestrategy adjustment with KPI Purchase precise adsMedia

27、strategy：subordinationMainly guarantee ad exposure environmentPopulation strategy：mainPopulation data accumulation，label definitionDSP launch effect 2 preciseLock potential usersExclude non-potential users precise launch to targeted users by programmatic buyingDSP投放效用 3 高效以每一百万预算核算线索KPI对比，DSP投放达成高效费

28、效比车源回购线索KPI品荐活动线索KPI汽车垂直媒体信息发布平台二手车媒体DSP投放275条320条500条600条100条210条680条700条DSP launch effect 3 efficientKPI comparison with each million budget clue，DSP launch reach high efficiency-cost ratio Vehicle buy back clue KPIRefined and mended activity KPIVehicle vertical mediaInformation publish platformUs

29、ed car mediaDSP palcement275 pieces320 pieces500 pieces600 pieces100 pieces210 pieces680 pieces700 pieces线索收集及转化行程潜客线索转化路径邀约清洗注册关注告知到场视频媒体1汽车垂直二收车信息平台234精准搜索营销Impression796 mio PV（Click）5.85 mio 车源回购线索KPI品荐汇活动线索KPICall center 清洗、邀约2,600条2,400条Clue collection and conversion schemePotential userConver

30、sion pathinvitationcleaningregistrationAttention InformattendanceVideo media1Vertical vehicleUsed carInfo platform234Precisesearch marketingImpression796 mio PV（Click）5.85 mio Vehicle buy-back clue KPIRefined mendation experience clue KPICall center clean、invite 2,600 pieces 2,400 pieces口碑配合规划品鉴汇现场成

31、交车主访谈 收车车主访谈-情感方向 买方车主访谈-专业方向2奥迪品鉴二手车专业价值解读 权威认证流程； 专业品质保证。13品鉴汇规划口碑配合规划上海站 苏州站 杭州站 合肥站 济南站品鉴汇活动精彩现场 现场专业评估讲解 现场拍卖购车环节口碑品牌活动北京站 沈阳站 杭州站 武汉站 成都站WOM planLive car owners talk Car sellers talk car buyers talk2Deep review of value of Audi used car CA procedure； Professional quality guarantee。13Audi refin

32、ed and mended event overviewWOM planShanghai/Suzhou/Hangzhou/Hefei/Jinan/stationWonderful events of audi used car professional explanation of estimation Detailed process of car auctionWOMBrandEventBeijing/Shenyang/Hangzhou/Wuhan/Chengdu station2015年奥迪品荐二手车传播-预算分配 投放时间：2015年7月-2015年12月; 整体预算：10.98 MioKPI预估：车源回购线索 3,500