讲稿7pr1718年度总结fy17pr work reviewFY17 ions forawholeyear wehave

FY17-18

PR

Work

ReviewContentPR

Achievement

OverviewCelebrity

CooperationOffline

EventOfficial

Weibo

OperationEcommerce

CampaignConclusions

&

FindingsWith

a

sharp

growth

in

2017,

for

a

whole

year,

wehave

gathered:PR

value

increment

mostly

relies

on

dailyexposure

rather

than

event

driven.

Celebritydressing

and

daily

product

recommendationare

greatly

driving

social

buzz.PR

Achievement

Overview3243,939,076

+166Total

PR

Value

YOYChanging

with

communicationenvironment,

digital

&

new

mediaoccupied:80%of

Total

PR

ValueKey

DataActive

sharing23pax30pax23pax41pax2014林志玲-精品購物指南劉濤-健康美容梅婷-北京時尚週刊鐘麗緹-PCLADY李沁-型男志曲婉婷-微博之夜2015孫茜-精品購物指南段奕宏-芭莎珠寶蔡少芬-瑞麗劉濤-伊周李艾-嘉人中國風2016王鷗-時尚芭莎沈夢辰-時裝俞飛鴻-最潮海清-健康與美容2017林允-海報網陳瑤-明星大製作張彬彬-時裝馬蘇-時尚先生盛典章澤天-19屆國際藝術節Mike-非常靜距離Celebrity

Cooperation4Celebrity

in

TSL

at

Event/

Snapshot/

on

Media林允海報網章澤天19屆國際藝術節張彬彬時裝辛芷蕾愛奇藝明星大製作Celebrity

CooperationHighlights

of

Celebrity

Selection

&

Media

CooperationYoung

female

starwith

big

social

buzzAttract

youngconsumersYoung

and

fresh

faceAlign

with

key

productpromotionDress

morecelebrities

at

mediaevents

to

enhanceexposureNational

face

Withbig

exposure

andcontinuous

socialtopic藍盈瑩

騰訊心賞之夜Media/SnapshotEventHot

celebrities

&KOLs,

who

are

widelyseen

as

trendsetters520142015201620172018Branding（TVC

Campaign）NewProductLaunchFestivalPromotion√TSL｜謝瑞麟啟動全新戒指文化「指語」√“非凡工藝，潮流演繹”鄭州站√「光影匠心」珠寶•藝術展√綻放生命之美珠寶臻賞會√設計師ChristineKeller「現代手作珠寶」系列√TSL︱謝瑞麟攜新品

Signature

Collection皇牌系列預覽會√謝謝愛，婚尚分享會

(2012-2014)√TSL︱謝瑞麟“情牽七夕·愛在一起”TSLLOVE分享會Offline

Event6Events

Overview

from

2014

to

2018

YTD√TSL｜謝瑞麟[謝謝你愛我]TSL｜謝瑞麟啟動全新戒指文化「指語」CelebrityKOLMedia

CelebrityshootingOffline

EventBranding20152014TVCMedia

&

Celebrity

CoopMedia

PreviewWeibo

interactionMedia

&

Celebrity

CoopTSL｜謝瑞麟全新廣告片謝謝你愛我campaign[心雋moment

of

love]7Offline

EventFestival

Promotion

Events2014謝謝愛，婚尚分享會2012~201420172018Celeb

&

sweet

CouplesModel

ShowCeleb

&

consumers

onstageCeleb

in

StoreWang

LikunZhang

Binbin

&

Gao

Weiguang“情牽七夕·愛在一起”TSL

LOVE分享會“非凡工藝，潮流演繹”鄭州站Celeb

&

management

onstageCelebrity

VideoZhang

Binbin8Offline

EventNew

Product

Launch

Events2014「光影匠心」珠寶•藝術展2015DesignerExhibition綻放生命之美珠寶臻賞會2016設計師Christine

Keller「現代手作珠寶」2017Signature

Collection皇牌系列預覽會DIY

Interaction9New

KVDesignExperienceExhibitsin

FlowersCreative

CardTrying

onNew

KVVVIP

PreviewCraftExperienceOfficial

Weibo

OperationWeibo

Achievement

Overview

(Mar.

17-

Feb.

18)With

a

continuous

growth

in

a

year,

now

we

have:And

we

got:100,299Total

FollowerZhang

Binbin

coopCNY

&

Vday+85%In

A

YearZhang

Binbin

coopCNY

&

VdayZhang

Binbin

&Gao

WeiguangC-Vday25,607,577Viewings10140,852Reposts+Comments+LikesOfficial

Weibo

OperationHighlights

of

Weibo

Content

and

FormatCelebrity

dressing

sharingInstant

Msg.

DeliveryEventEstablish

Emotional

Linkagewith

FollowersEmotional

quoteCo-BrandingInteraction&

GiftingHoliday

greetingsProduct

Info

withVisiual

ContentBrands

CollaborationProductRecommendations11E-commerce

CampaignTSL

×

JD

Live

Streaming

PromotionTSL

×

JD

Live

Streaming

have

gathered:12127

23,797,752Clippings

PR

ValueTSL

tried

for

the

first

time

in

e-commerce

promotion

&

live

streaming

topromote

online

store

and

drive

sales

of

EC.Expand

the

effect

of

communication

through

other

media

platforms,official

Weibo

and

press

release.1,600,000ViewersConclusions

&

FindingsEnhance

MediaCooperationWisely

ChooseinfluencersStrengthen

OfficialOnline

ChannelsApproach

to

YoungerConsumers13Strengthen

themaintenance

of

dailyrelations

with

Shanghai

&Local

mediasInitiate

media

projects

andextend

them

to

marketinguseUse

new

&

young

things(e.g.

language

tone,

content,ways

of

communication，target

platforms…)

toattract

and

impress

targetaudiencesPay

more

attention

to

socialplatformsChoose

influencers(Celebrity

&

KOL)

both

beinfluential

in

mainlandChina

&

HKEnhance

the