BRANDCOMMUNICATIONPROPOSAL澳佳宝全年方案

ByException2016.5.30BLACKMORES2021-2021

BRANDCOMMUNICATIONPROPOSAL22AgendaObjectiveTAAnalysisCompetitorReviewCommunicationstrategy(include2021-2021)CreativeCampaignIdeaMediaPlanSocialMediaPlanBudget&KPI33IndependentActivistsObjectivesF17Marketingvision:Betheleading&trustedhealthbrandprovideshighqualitynaturalofferingstoChineseconsumerMissionforF16:

Brandpenetration-increaserelevanceinordertoActiveYoungandYoungMumtotheBlackmoresbrandShare:

Increasethemarketshareto

Sales:

F17invoicedsalesgrowthXXX%,achieveXXXsales

Penetration:IncreaseBKLpenetrationinwomen’shealth,CV,eye,bonecategoryDigitalEngagement:

-IncreasememberbyXXX%

-AchieveengagementrateofXXX%

NPD&EPD:

-Launch18newproductinFTZ

-Launch16newproductsinnormaltrade44TAAnalysis55TADemoGraphic-geographical

distribution*BlackmoresConsumerProfileinTmallStoreinthepast3months.Morefocusonthefirst-tiercity,stillhavepotentialdevelopmentin2nd&3rd-tiercity.66TADemoGraphic–AGE&GENDER*BlackmoresConsumerProfileinTmallStoreinthepast3months.Gender:81%femalevs19%maleAge:18-34occupies80%ObviouslymostofourTAareyoungandwhitecollarfemaleconsumeratthepresentstage.77TADemoGraphic–Other*BlackmoresConsumerProfileinTmallStoreinthepast3months.Theyaredigitalbehaviorandenjoyvarietyhobbies,mostofthemareaffordableforthequalitylife.88ConsumerSnapshot-ActiveYoungActiveyoungbetween20to34intear1&tear2cities,80%arewomen,whohaveabusysociallifeandkeenonbeautyandfitness.Brand,safety,effectivenessandconveniencearetopprioritieswhentheyselectasupplement.Theyareactiveonexercise,beautyandenjoyqualitylife.Theylookforasimpleandnaturalwaytokeeptheirfightingforce,releasetheuncomforts(eg.PMS,Gynaecologyinf.)FOOD&LIFESTYLEATTITUDESCATEGORY&BRAND99Consumersnapshot–YoungMumYoungmumbetween25to34intear1&tear2cities,whohavebeeneducatedtotakesupplementspreandduringtheirpregnancy.Safetyisthetopprioritieswhentheyselectasupplement.Theycompare,selectandinvolveinthetopmum’ssocialmediaandBBS.FriendsandKOLinfluencetheirpurchasedecision.FOOD&LIFESTYLEATTITUDESCATEGORY&BRAND1010Internetnativeofourcoretargetaudience-Theygrewupwithinternet.WatchingonlinevideohasalreadyreplacedTVascoreentertainment,andinternetistheirmajorsourceofinformation.

-20-40makesup50%ofonlineusers

-Thetimespendoninternetviamobileis2timesofusingPC

-Watchvideo,Playmobilegame,searchinf.aretheirmainonlineactivity

-PurchaseonmobilehasexceedpurchaseonPC-TheybelievinginfriendandKOLEveryday,thefirstthingIdowhenIwakeupistocheckmyWeChatMoment.BeforeIgotosleep,IplaygamesorwatchvideoswhileIamlyingonbed.Source:INMOBI:2021ReportOfMobileUserBehaviorsinChina1111MainNegativeHealthSymptomsofWomen•HealthIndexofChinesewomenisonly3(if5istotal)

•Womenbelow30,abigportionsufferstheskinproblem,Immunity,PMSandwomen’sdiseasewhilesthoseabove30havecervicalandenergy

problem.

•Women’sincidenceofdepressiondoublesmen

•85%ofthewomenhassleepproblem

•Lessthan50%ofthewomenhave3mealsontimedaily

•75%ofwomenaretoolazytoexercise

•Mostofthewomenknowthebadlivingbehaviorsuchassleeplate,irregulardiet,lackofexercise,longtimeusecomputerandmobile,sitforallthetimeswithwronggestureisnotgoodtohealth,buttheystillletitgo.

•90.5%ofthewhitecollarhavemealsoutside,64.3%believeinhealthsupplement,60%arewillingpaypremiumpriceforhealthyfood.1212ShopperOverview1313ConsumerInsightConclusionDigitalBehaviorsSportsTrendsBeauty&SkincareSomethingfastandconvenientSomethingsportyandhealthySomethingmakesmelookgoodSomethingcreatesbetterlifeformeandmyfamilyEnjoyQualityLifeWhoarethey?Whatdotheywant?1414HowDoesItRelateToBlackmores?DigitalBehaviorsSportsTrendsBeauty&SkincareSomethingfastandconvenientSomethingsportyandhealthySomethingmakesmelookgoodSomethingcreatesbetterlifeformeandmyfamilyEnjoyQualityLifeWhoarethey?Whatdotheywant?HighqualityproductsviaaconvenienteShopThebrandbeliefofbeingnaturalandhealthyoriginatedfromAustraliaArangeofbeautyproductstoindulgeyourselfAholisticproductlinewhichcancaterfortheneedsofeveryoneinyourfamilyWhatwecanoffer?1515COMPETITORREVIEW1616HOWISTHECOMPETITOR’SSITUATION?

-

BRANDBy-healthPositioning:

(productnutrition)Comesfromworldwideandbringhealthtothewholefamily取自全球，健康全家CharityEducationProjectSetteacherstoruralregionstoopennutritionlessonsinschools,andtrainteachersabouthowtoimprovethenutritionofkids.Product:CreativeStory-tellingCelebrityYaowallsfromdifferentcountriestointroducespecificnutritionandendorsethebestqualityofproductsSalesChannelTmallofficialstoreJD1717HOWISTHECOMPETITOR’SSITUATION?

-

COMMUNICATIONOn-groundEvent:

TransparentFactoryNationalVisitEventInviteconsumerstogroupvisittheBy-Healthfactorytojustifythehighqualityandtrustworthyofthebrandandtheproduct.ZhengJiaYingInvitesYouToEnjoyTheJourneyGlobalNutritionofJourneytoAustraliaAPRpartnershipwithQQTravel.By-HealthinviteconsumerstotakepartintheactivationonwebsiteandWechat.Andpickout5winnersastheNutritionAmbassadors.By-HealthsendthemtoAustraliatoexperiencethenaturalenvironmentwhereBy-Health’singredientcomesfrom.TVSponsorship:Titlingsponsorship冠名:Name:?YangShengtang?Platform:BeijingTVTime：Daily.17:25Y2021ThemostfamoushealthtalkshowinChinaHealthexpress(TATOUCHPOINT)

Healthexpressreachvariouscommunitieswhichprovidesnutritionistsandhealthchecktodriveusers’awarenessofsymptomsandbuildbrandawareness1818HOWISTHECOMPETITOR’SSITUATION?

-

BRANDSwisse

Positioning:

Swisseisaleadingwellnessbrandwithamissiontohelppeoplelivehealthier&happierlivesIn

China,

filmandfashionhavebeenidentifiedforpotentialemphasis.InAustralia,Swisseispositionedalongside:

–Elitesportingstarsandteams(Sport,Premium)

–Televisionleadsandhosts/presenters(Entertainment,Lifestyle)

–Moviestarsandcelebrities(Glamour,Elite,Fashion)Product:TheSwisseproductrangestretchesfromtopsellingmen’sandwomen’smultivitaminsanddietarysupplements,tosportsnutrition,skincareandfunctionalfoods.SalesChannelTmallInternational,launchingMarch8th2021.SaintCosVIPJD1919HOWISTHECOMPETITOR’SSITUATION?

–

COMMUNICATION

Celebrity:

NicoleKidmanKey

pillars:

-

Premium,

-

Proven

-

AspirationalSocial:

-

KOL

promote

-

Don’thaveofficialsocialaccounts.Supporting:

-

Highestqualityproduct

-

celebrities(NicoleKidman)andlocalInfluencers

-

Superiorin-storedisplayandPointofsale.-

OfficialVitaminsupplieroftheAustralianOlympicTeam.HOWISTHECOMPETITOR’SSITUATION?

-

BRANDGNC

Positioning:

American’sfirstnutritionbrand,concentrateondailyhealthyandnutrition,tohelppeoplelivewell.Product:Vitaminandmineralsupplements,food,drinksandcosmetics.SalesChannel:-Globalofficialwebsite-Tmall-JD-Yhd-SuningetcThereare80yearshistoryofGNC,salestoover50countriesaroundtheworldbecauseofthehighproductquality.2020HOWISTHECOMPETITOR’SSITUATION?

–

COMMUNICATION

Social:

-

OfficialWeibo&Wechat-Non-OfficialBBSaccount:BaiduTieba&DoubanSalespromotiononlinetooffline-Officialwebsite&Weiboannouncesalespromotiontoattractconsumers-Takeabetterconsumer

productexperiencewithmanystores.OfficialwebsiteBothChineseandEnglishwebsite,consumergettofindthedetailproductintroduction,andproduceentrancetoecommerce.IwomPotential

customeraskforproductionrelated,buttherewerenoattentionforbrand.21212021Competitors’MediaDeliverySummaryUnit:1000RMB-ByHealth’smediadeliverybudgetin2021was7,860,000RMBintotal,andmainlyfocusonthesecondhalfyear.-GNC’smediadeliverybudgetin2021was405,000RMBintotal,andonlydeliveredinJan.toFeb.-2021wasthefirstyearforSwissetoentertheChinesemarket,therewasnodeliverybudgetyet.2222TypeBudget(1000RMB)RateVideo5,68272.29%Portal83410.61%Fashion5066.44%Mediacal&health2252.86%IT1902.42%Other1251.59%Weibo1111.41%News961.22%Parent-child640.81%Region120.15%financeandeconomics70.09%BBS60.08%Game20.03%Total7,860100.00%OnlineMediaTypeByHealth·2021Mediadeliveryoverview2323TypeBudget(1000RMB)RateVideo40399.51%Portal20.49%Fashion-0.00%Mediacal&health-0.00%IT-0.00%Other-0.00%Weibo-0.00%News-0.00%Parent-child-0.00%Region-0.00%financeandeconomics-0.00%BBS-0.00%Game-0.00%Total405100.00%OnlineMediaTypeGNC·2021Mediadeliveryoverview2424OverallAwareness:ByHealth>GNC>SwisseByHealthisthemostwell-knowofthethreebrands,andSwissewentoverGNCsince2021whenenteredtheChinesemarket.25252626CompetitorLearning&OurOpportunitySwissecommunicationdirection

isFilmandfashion

with

thecelebrityNicoleKidman.By-healthcommunicateswith

YaoMingsportsdirectionand

worldwide.Theproductstheyarepromoting

inChinamarketfocusonbeautyandskincareforwomen.Althoughthereareseveral

productlinesunderBy-health,

theyfocusmainlyontheprotein

powder.Theyhaven’tgottheofficial

socialaccountstocommunicate

withTA.By-healthdidwellincooperation

withdrugstoreswithsome

rewardsprogramtothesales.Weneedtodefinethe

differencewithcompetitor.Ourproductlineismore

comprehensiveandfocuson

thelifeofperson.We’vealreadyrunaheadof

competitortocommunicate

withTAviamorereliable

officialimage.2727BLKKeySellingSKUandMKTSharevsSwisseSource:AiliPlatform2828KeyLearnings-WE’VEGOTLOTSOFPOTENTIALTARGETTOTHE18-35FEMALECONSUMERINTHENUTRIENTSUPPLEMENTSMARKETINCHINA:

There’shugedemandfornaturalandqualityhealthsupplementinChinamarket.ActiveYoungwhoseeksfunctionalbeautyandhealthsolutionandYoungmumwhoseekscomplementarynutritionforherselfandbabyareourcoretargetaudience.Blackmoresshouldsatisfytheirneedsbybuildingstrongbrandrelevancewiththemandofferingrespectivehealthsolutions.-DIGITALPLATFORMISEFFECTIVEWAYTOCOMMUNICATETOOURTA,CREATEMOREENGAGEMENTONIT:

Strongdigitalnativeoftwocoretargetgroup,theyactivelyseekinginformationandstudytheproductonlinebeforetheymakeapurchasedecisionandlovetosharetheirexperienceafterpurchase.Blackmoresneedstodeliverthekeysellingmessagetothemthroughvarioussocialanddigitalchannels.-BEAUTYLINEMAYBETHEPOTENTIALPOINTTHEFEWYEARSINTHEFUTUREFORBLACKMORES:

BlackmoresadvancedvsSwisseinsomeSKUsuchasEPO,VitE,FishOil,PBG,whilesSwissedominatethesalesofbeautycategory.Wehavehugegrowingspaceinbeauty,digestivehealthandbonecategory.-CONSUMERISTHEKEYTHINGS:

Consumer!Consumer!Consumer!TodrivetheBlackmores’Chinabusinesstoanothermilestone,weneedtoconsiderhowtorecruittheseconsumersandhowtoincreasetheloyaltyofourconsumer2929COMMUNCIATIONSTRATEGEY3030OIGAnalysis1.LaunchandextensionofbeautylineenrichedtheBlackmoresofferingtotargetaudience.

2.Secondchildpolicyincreasethemarketneedsforpregnancyandbabyproductsforyoungmum.

3.Aggressivelynewproductlaunch(EPD)

4.F16brandingactivitieswithLiNaandBingbing’sinvolvementhassignificantlyincreasethebrandawareness.Opportunitytocontinuebuildingrelevanceandtopofmindawarenessthroughcommunications,activationsandinnovation.

5.AheadofSwisseinsocialmediacommunication.1.Premiumpricingvskeycompetitormightincreasethethresholdforfirsttrialandconsumerswitch

2.AggressiveA&Pinvestmentandpromotionfromkeycompetitors

3.Smallteam,notabletofocusthemarketingtoeachcategoryRECRUITTARGETAUDIENCEANDCULTIVATELOYALTYBYLIFESTYLECONNECTIONWITHTA

1.DriveOngoingEngagement+ConnectionWithBKIYoungActive

2.AmplifyThe1st1000Days’NutritionEngagementWithYoungMum3.EnrichProductLine,IncreaseThePenetrationInWomen’sHealth,CV,JointAndEyeCategoryOPPORTUNITIESISSUEGROWTHSTRATEGIES3131OverallBrandStrategyBlackmoresisanAustralianhealth

supplementmanufacturerwithover85

yearsexperienceprovidingholisticnatural

healthproductsandwell-beingconsultancy

towomenandtheirfamilieswhopursuithealthyandqualitylife.

3232WHOWEARESomething:ConvenientHealthyMakingthemlookgoodGoodfortheirfamiliesaswellWHATTHETANEEDS✚Blackmoresisthebestchoiceofnaturalhealthsupplementbrandsbecausewe

providetoconsumersnotjusthighqualityproducts,butalsocomprehensive

productrangeandhealthylifephilosophytooneselfandherfamily.

Becauseweunderstandthat,itismorethanhealthproducts.BrandMessagetotheMarketF17BrandCommunicationThinkingFlow3333BeMoreWhateventuallywebringtoourtargetconsumersis，notjustenjoyinghighqualityhealth

products,butalsotheguidanceandinspirationtowardahealthylifeforherandherfamily.Forgoodlooking,itismorethanbeautyonly.Itismoreimportanttobelookinggoodeffectively,

safelyandhealthilyForwell-being,itismorethantakingsupplementonly.Itisalsoaboutdiet,exercise,dailylife

pattern,etc.Wellbeingshouldcomeeasilyandnaturally.Forbabycare,itismorethanjustthebabiesbutalsothemumsaswell.Itisamorecomplexand

longercycle-frompreparation,givingbirth,infantcare,after-deliverycaringtofamilywell-being–thanwhatwethought.SuggestedCommunicationPlatform3434SUGGESTEDBRANDCAMPAIGNSLOGANBeMore为健康加“FUN〞作为一个时尚的健康品牌，澳佳宝给消费者带来的不止是优质产品，更是一种整全的，

简单轻松的，充满乐趣的，能照顾全家人不同需要的健康生活方法。3535COMMUNICATIONARCHITECTUREBeautyVitalityGrowth为健康加

FUN美丽，加一点色彩活力，加一点天然成长，加一点关心YoungModernWomenPregnantWomenorYoungWomenPreparingtobePregnantProductThemeCorrespondingTACorrespondingProduct2021/17BRANDCAMPAIGN–BUDGETALLOCATION363620212021JulAugSepOctNovDecJanFebMarAprMayJunFocusCampaignsAustralianOpenSport&WellBeing(VitalityProducts)Women’sDayBeauty&MumCare(Beauty&MumProducts)Mid-SmallCampaignsSydneyRunDouble11Mother’sDayX’Mas&NewYearPeakof16-17BrandCampaignSustainingBrandCampaignsOn-goingSocialMedia&ePRRMB

6

millionsRMB

5

millionsRMB

1.5

millionsRMB

2

millionsRMB

1.5

millionsRMB

2

millionsRMB

1.5

millionsTOTAL:

RMB

19

MillionsCampaign:SydneyRun37373838活动主题：RunMore澳佳宝倡导的跑步，是一种“加一点〞的跑步主张。RunMore是始于健康，不止于健康。跑步，可以跑出乐趣，跑出朋友，跑出美丽，跑出FUN，跑出各自的精彩。同时，呼吁大家跑起来，你可以得到更多。3939自信美丽快乐成就感正能量健康，不仅仅是身体的健康。跑步，更是一项身心健康的运动。这也正与澳佳宝的品牌理念不谋而合。网络视频用真实的镜头，记录普通跑步者因为跑步而获得的优点。用跑步吸引人之处，用李娜的号召力，呼吁更多的人跑起来。40404141你为什么而跑？4242当你不顾一切地坚持跑完便觉得仿佛所有的东西都从躯体最深处挤榨了出来一种类似自暴自弃的爽快感油然而生4343为了用跑步消化负能量为了帮我把压力都跑掉因为他说，我跑起来更美因为只要我跑，这个世界就是我的健身房跑步，让我更专注。跑步，让我更自信跑步，最好的理由，就是没有理由。“〞4444跑步，不只为了健康。如果不跑，你不会知道这些。“〞SydneyRunCampaignFlowOfflineEventSydneyRunWarmUpParticipationIWOMSocial&EPR&KOLOnlineMarathonSocial&EPR7.197.308.269.18MediaSupportPhase1Phase2Phase3AnnounceBlackmoresMarathonCampaignanddrivethemtoattendourofflinecampaignCreateengagementwithconsumersthroughOnlineMarathonactivityandselectoneortwouserstoparticipateSydneyMarathon.BuildawarenessthroughsocialmediaandKOLlivebroadcast.4545WarmUp(OfflineEvent)46464747用李娜的明星效应，通过有趣的互动形式，让现场观众参与跑步运动，最后引李娜现身，为后续的线上马拉松活动启动开跑仪式。Benefit：1、李娜现身具有话提醒、引起广泛传播

2、倡导消费者随时随地动起来的健康理念和李娜一起，为健康开跑！启动仪式亮灯装置，出现LiNa4个英文字母后，李娜出场，活动正式开场活动当天邀请品牌形象大使李娜、澳佳宝高层、悦跑圈红人共同启动悉尼跑活动。后期活动所得善款全额捐赠给范冰冰“爱心的里〞基金会。4848OPTION

A

以与李娜互动为主49495050在商业中心的广场上，有一个电子屏幕。屏幕上李娜出现，和路过的行人打招呼。她说：嘿！你～就是你～〔敲击屏幕，朝路人挥手〕天气再热也不要忘记运动～脱下高跟鞋，让我们随时随地跑起来。〔指了指不远处〕只要你能跑到终点，就能见到我哦～还等什么！开跑！〔屏幕开始计时〕终点屏幕上也会出现屏幕，李娜在屏幕上说：太好了！恭喜你跑到终点！成绩在前20名的参与者，将在活动最后，见到李娜并获得她亲笔签名的产品。最后，大楼上的巨幅海报揭秘“趣悉尼，跑出更多〞的线上马拉松活动主题。路人在工作人员指示下，在特别铺设的跑道上奔跑，Step

1：接受指令Step

2：开始跑步Step3：任务完成Step

4：活动揭幕在商场中庭设置一些跑步机，参与的人群带上VR眼镜，置身悉尼冲线情境中5151SuggestionfortheOfflineEvent-A在商场中设置测速机，屏幕中显示李娜速度&参与者速度，如果参与者跑的比李娜快，除了常规参与礼，会有额外的礼物赠送5252SuggestionfortheOfflineEvent-B建议活动场地1，正大乐城5353建议活动场地1，正大乐城商场属于半开放式形态，中庭非常开阔，可以搭建一些简单跑步道具，周边商务楼聚集，饭点人群密集。户外大屏开阔中庭5454建议活动场地2，虹桥南丰城5555建议活动场地2，虹桥南丰城商场中庭面积开阔，场外丰尚街场地方正，非常适合短距离跑步，商场周边商务楼非常密集5656OPTION

B

–

1成群网红为第一爆点，李娜为第二爆点5757网红是时下非常热门的一群人，有自己的忠诚拥护者，有自己的长期合作品牌etc……5858设想：一群网红身着相同服装共同出现在闹市区，平时通过他们本身微博微信的渠道招募白领人群，告知在8月中会有一场户外趣跑活动，中午花10分钟参与趣跑，就会有额外的惊喜。5959活动当天：30个身着统一服饰的网红〔作为第一次爆点〕+他们本身招募的白领，从办公楼中心往周边商业或者广场跑，跑的过程中，招募更多的白领参与。6060活动当天：跑到终点的时候，所有参与的人摆出LiNa字样并呼喊李娜名字，然后李娜惊艳登场，给所有人一个surprise〔作为第二次爆点〕。6161OPTION

A

-

2身材火辣健身教练为第一爆点，李娜为第二爆点6262大家还记得北京&上海AF专柜开幕时的热况么？前期朋友圈疯传，开业当天无数人争先恐后去合影，后期各种晒照。身材热辣的男人永远都是话题，更何况是一群身材热辣的健身教练呢？6363设想：用身材非常健美的健身教练们吸引眼球，并在平时通过他们本身健身房的渠道招募白领人群，告知在8月中会有一场户外趣跑活动，中午花10分钟参与趣跑，就会有额外的惊喜。6464活动当天：30个身材火辣的健身教练〔作为第一次爆点〕+他们本身招募的白领，从办公楼中心往周边商业或者广场跑，跑的过程中，招募更多的白领参与。6565活动当天：跑到终点的时候，所有参与的人摆出LiNa字样并呼喊李娜名字，然后李娜惊艳登场，给所有人一个surprise〔作为第二次爆点〕。6666建议活动场地1，淮海路&襄阳公园，覆盖西淮海商务圈起点终点6767建议活动场地2，徐家汇&徐家汇公园，覆盖徐家汇商务圈起点终点6868A、B两个方案都需要同时进行前期微博热门话题：

－与新浪微博发动活动话题

－20-30个大V同时直发活动话题

－粉丝通过网红观看现场直播－引流至活动现场，更多人参与其中直播平台：－淘宝直播〔现场活动转播〕－天猫直播〔现场活动转播+产品介绍引流售卖〕3)拍摄视频，后期用作宣传6969?男士健康?全国发行量：78万册合作形式：杂志软文活动报道2P

品牌高层采访1P官方微博：互动直播2条官方微信：活动传播2条TendsCooperation-Men’sHealth7070?时尚健康?以身心灵健康、美丽、快乐为核心，倡导享受时尚，投资健康。读者粉丝群体为年轻白领较多，年龄段在22-37岁间居多。极易接受新鲜事物及潮流品牌。全国发行量：115万册合作形式：杂志软文活动报道2P官方微博：互动直播2条官方微信：活动传播2条TendsCooperation-TendsHealth7171创刊22周年，期刊市场领导品牌全方位打造女性魅力全方位关注女性心灵成长引领中国女性更独立、更成功、更性感COMPLETEAIDTOCREATEAFABULOUSWOMANCOMPLETECAREFORWOMEN’SMINDANDSOULLEADINGCHINESEWOMENTOBEMOREINDEPENDENT,SUCCESSFUL,ANDSEXYCOSMO官方微信粉丝20万杂志类微信综合排名NO.1日均图文页阅读次数：15万日均分享转发人数：3000次合作形式：杂志软文活动报道1P官方网站：焦点图、通栏、活动报道〔具体排期根据推广时间设置〕官方微信：活动传播1条全国发行量：220万册TendsCooperation-COSMOPOLITAN7272OnlineMarathon7373BLACKMORE×与跑步APP〞悦跑圈〞合作，举办一场线上马拉松，鼓励消费者通过跑步来赢取到悉尼马拉松现场的时机，更倡导一种健康的生活方式，让消费者感受到跑步也可以很FUN。趣悉尼跑出更多2021澳佳宝线上悉尼马拉松7474Banner扫描二维码参加“澳佳宝线上悉尼马拉松〞#趣悉尼跑出更多#画面描述：用插画的形式，由李娜领跑，一帮群众消费者跑步。远景是悉尼7575H5ActivityInvitation76767777用跑步释放所有压力澳佳宝2021线上马拉松趣悉尼跑出更多用坚持变得更美澳佳宝2021线上马拉松趣悉尼跑出更多用汗水甩掉所有不愉快澳佳宝2021线上马拉松趣悉尼跑出更多登陆悦跑圈“澳佳宝2021悉尼马拉松〞趣悉尼跑出更多我要去悉尼7878H5ActivityInvitationMechanismOnRunAPP7979UserscouldinviteonepersontoattendhisRunGroupafterherun5km.Thepersonbeeninvitedalsocaninviteonepersonafterherun5km.Grouphaslongesttotaldistancewouldwintheactivity.5km/P5km/P5km/P5km/PGroupA5km/P5km/P5km/PGroupBVS100KM70KMFrontPage

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RulesClicktoparticipateClickandapplyfortheactivity，meanwhileuserscancreatetheirown“Num〞ActivityRules8080BrandBadge专属定制属于这次澳佳宝的线上马拉松荣誉勋章。依照赛事规那么，送给参与者，满足参与者的参与感和荣誉感。1.虚拟勋章不仅仅存在于用户勋章库。2.虚拟勋章可通过社交工具做APP外传播分享。3.虚拟勋章可被APP内其他用户查看。8181112时尚网持续资讯宣传预告每天派同步资讯宣传预告四大SOCIL平台传播扩散文章内加入活动二维码或链接时尚网官方微博直播时尚网图文资讯全面报道每天派APP资讯同步报道四大SOCIL平台传播扩散活动前期活动当天活动后期TrendsCo-operation-Trends–ExternalTrafficBannersColumn8282SydneyRunLiveBroadcast8383SocialMedia5月8日5月8日8484节目类型：周播节目时长：40分钟播出时间：周四23:30播出平台：深圳卫视

电视栏目内容时尚品质族群充分集结ASSEMBLEDELITE晚间档，是时尚品质生活人群集中收视的时段，电视观众集中收视人群趋向三高，高学历、高收入、高消费，他们热爱生活，追求品质。“健康、时尚、高端”成为他们这类时尚族群生活品质的关键词，他们有独立优越个性的消费观，是各大品牌最值得投资的目标消费人群。深圳卫视晚间栏目带THECOUNTRYRANKEDFIFTH播出平台TVBROADCASTPLATFORM深圳卫视拥有无可争议的收视优势，在深圳、北京、上海、天津、太原、济南、武汉、成都尤为明显。04-14岁15-24岁35-44岁45-54岁55-64岁25-34岁25-54岁主流观众68%平台价值人群提升观众品质不断提升，提升平台含金量深圳卫视主流收视人群明显优势合作形式：活动现场拍摄制作官方传播：电视栏目中运动版块专题报道3-5分钟

产品特写镜头

悦享APP短视频传播1次

时尚健康TV官方微信、微博报道各1次TrendsCo-operation-TendsHealthTV8585SydneyRunMediaSummaryYoungActiveRunningLoverCoopwithbodybuildingAPPandimplantourproductasarewardafterusersfinishonedayexercise2.APPCooperation3.KOLSportsBodyBuildingLeveragehugemediagroupwhichhavemostofouraudiencetoannounceourcampaignandtrytocreateWOM1.Fashion&HealthMediaCooperation8686TrendsCo-operation8787

Print:Cosmo+TrandsHealthTV:TrandsHealthTVDigital:Trands+PlusEventReportBlackmoresInterviewBannersEditorialProgramOnShenZhenPSTVEventVideoContentCreationTrendcouldprovidemultipleresourcethroughoutdifferentplatformCampaignRoadMapOfflineEventWarmUpParticipationIWOMSocial&EPR&KOLAPP:Run-OnlineMarathonSocial&EPR7.197.308.269.18Phase1Phase2Phase38888TrendsHealthTVTrendsPrintTrendsDigital1.2M1.2M0.6MRMB0.8M需确认OfflineEvent价格Campaign:AustralianOpen89899090Keywords:AustralianOpenLiNaSports&NaturalWell-BeingKeyObjectives:ToenhanceBlackmoresbrandawarenessleveragingontheworldclasseventAustralian(whichwearethesponsor!)Tocommunicateournaturalandholisticphilosophyofwell-beingviasport-relatedcontent(soastosupportvitalityproductsalesatthesametime)-2021澳网加FUN〔TentativeCampaignTheme〕9191KeyTactics:CooperatewithLiNaandwesendherto

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specialpresenterofAOInteaserstage,weusepaidmediaandsocialmediatoannouncethenewsAOandLiNatocreateawareness,anddrivetraffictoourcampaignsiteWecreatea“为澳网加FUN〞campaignsite.Onthesite,therewillbe4mainsections:

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9393KeyVisual9494IqiyiAOCampaignSiteMockUp9595李娜除了带着观众看澳网比赛之外，更会分享墨尔本健康美食和她的健康生活奥秘，植入澳佳宝产品?李娜的健康“澳〞秘?Part1.澳大利亚健康的自然生态环境游览〔室外〕Part2.李娜分享健康美食和澳佳宝的产品〔室内〕IqiyiDocumentary96961、参观澳洲最正确绿色餐厅「澳洲有机茶馆TheRabbitHole」，感受澳洲绿色草本养生。2、李娜为大家传达澳佳宝的生产品质和健康理念1、海滩享受最健康和美丽的海滩时光，进入澳网赛场观看决赛。2、李娜为大家介绍她怀孕前后的健康心得，以及澳佳宝产品。李娜的健康“澳〞秘1、环游“花园之都〞墨尔本：体验健康舒适的生态之旅。2、李娜在介绍澳洲健康美食以及拥有同样健康成效的澳佳宝产品第一集：健康环境“澳〞秘第二集：澳佳宝健康“澳〞秘第三集：母婴健康“澳〞秘9797澳佳宝特别赛〔爱奇艺Banner〕9898澳佳宝特别赛〔天猫活动页〕9999100100AOMediaSummaryYoungActiveSportsLoverCooperatewiththosemediawhowouldbroadcastAOrelatedcontentandintergradewouldproduct.3.SportsChannelCooperation4.KOLSportsTennisApproachourconsumersonNewsAPPwithcontextualtargeting.1.StreamAdsonNewsAPPTennisLover2.WechatMomentAdsCreateonlinebuzzonWechat5.OfflineHaveadvertisingintoppopularCBDareainSHorBJtobuildawarenessNewsAPPStreamAdsStreamAdsonNewsAPPcouldeasilycatchusersattention,especiallywewould

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shareoriginalcontentinMoments(perweek)Avg.7.4times:repostinMoments(perweek)Avg.8.4times:commentinMoments(perweek)WeChatAvg.Monthlyusers:549,000,000102102WechatisthemostpopluarSocialAppsinChina.MomentAdscouldhelpusonIWOMcreationanddrivewechataccountfollowers.WeixinKOL&SocialAccount5月8日5月8日103103AOCampaignMediaUsageWarmUpAwarenessWechatMomentAdsLiNaAOLiveBroadcast1.181.31IqiyiCampaignSitePhase1Phase2104104NewsAppsSocialMedia&EPR&KOL3M1M0.5MRMB0.5MCampaign:Women’sDay105105106106Keywords:ModernWomenDoubleIdentitiesBeauty&HealthOneself&FamilyKeyObjectives:ToenhanceBlackmores’brandimageofunderstandingtheneedsofourfemaletargetaudience,bothphysicallyandpsychologically.UsingcontenttoaddresstodifferentproblemsofmodernfemalestocreatetheemotionalattachmenttowardsourbrandSupportsalesduringthefestivalseason加油！半边天

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