execution plan - 2014 mega nan section campaign finalq1执行计划大型剖腹产活动

CAMPAIGN1“YourChoiceOfDeliveryWay”Objective:Attractpregnantmom’sattentiononallergyrisk,andthenbuildconversationopportunitieswiththemregardingallergypreventionStrategies:LeverageC-sectionasthetriggertoattractpregnantmoms’attentiononthehighallergyriskandpreventionUtilizeHCPandrealC-sectionmoms’storiestoeducatepre-natalmomsObjective&StrategyMessageHouse为宝宝一生健康慎重选择分娩方式剖宫产将给宝宝带来多种健康隐患，宝宝过敏风险或增加3倍过敏体质会伴随宝宝一生，并对其健康和生活产生长远影响剖宫产儿更需科学护理，建议尽早采取过敏预防措施剖宫产致使宝宝过敏风险增加3倍剖宫产宝宝出生时没有接触到妈妈产道内的细菌，加上术后无法立刻开启母乳喂养，使得剖宫产宝宝肠道健康菌群的建立会比自然分娩宝宝晚约6个月，不利于宝宝免疫系统的发展，同时也增大了罹患过敏的风险临床研究显示，对于无家族过敏史的剖宫产儿，其过敏风险将增加23%，而对有家族过敏史的剖宫产宝宝，过敏风险可能提高3倍过敏是一个历程，在宝宝成长的不同阶段，呈现不同症状宝宝最早出现的过敏主要是食物过敏，牛奶蛋白是主要的过敏原，并表现为腹泻和湿疹3岁到7岁是哮喘发生的高峰期，过敏表现主要为咳嗽、气喘和胸闷7岁后的过敏类型主要表现为过敏性鼻炎若错过早期干预，过敏历程将严重影响宝宝一生健康据统计，曾患过敏性湿疹的宝宝，日后患哮喘和过敏性鼻炎的风险将升高3-8倍过敏的反复发作还可能带来其他健康问题，并发多种疾病，给孩子身心健康成长和家庭的正常生活带来长期的影响和压力提高过敏预防意识，尽早预防宝宝过敏，可以阻断过敏历程，减少宝宝今后发生过敏的风险母乳具有低致敏性，同时，母乳喂养是有菌喂养的过程，因此，世界多个权威组织建议，以纯母乳喂养4-6个月以上是预防宝宝过敏的最好方法在因各种原因不能进行纯母乳喂养或者母乳不足时，应在医生的指导下，选择经过临床验证、效果明确的适度水解蛋白配方，降低宝宝牛奶蛋白过敏风险PHASEI(Mar.17-21)PHASEII(Mar.29)PHASEIII(Apr.2–Apr.18)InteractiveLectureQ&ASectionConsumerSalonPhotoShooting(Wenyi&moms)KOLWeibo(Wenyi)WeiChat(父母堂/育儿网)MobileApp(LaMaBang)VideoShooting(momsendorsement)ARITestKnowledgeDistributionVideooftheoff-lineeventandmoms’endorsementVideooftheoff-lineeventandmoms’endorsementARITestARITestARITestVideooftheoff-lineeventVideooftheoff-lineeventIncentiveKOLWeibo(Wenyi)MobileApp(LaMaBang)ARITestRegistrationforeventSocialPlatformsAllergyPreventionKnowledge(HCP&KOLmomDialogue)LeaveyourquestionsRegistrationforeventLeaveyourquestionsIncentiveRecruitmentObjective:LeveragerecruitmentactivitytorecruitrealmomsandcreatesocialbuzzaroundinfantallergyPhaseISocialEngagementBeforeTheEventWeiboStaff:Staff:MobileAPPTactics:Announce#防敏妈妈公开课#ConsumerSalononDeliveryWayfromKOL/HCPweibo&MobileAPPAttractpregnantmomstotakeARItestandsubmitquestionstheyliketoask文怡180W+fans巣妈团27W+fans辣妈帮1000W+ursers许鹏飞医生0.7W+fansConsumerSalonObjective:UtilizeHCPandKOLmoms’influencetoengagerealmothers,andcreatemediaexposureopportunityonC-sectionsandallergypreventionPhaseIIPREvent:ConsumerSalonOnDeliveryWayPhaseIITheme:巢妈防敏公开课之：剖宫产与过敏Time:Mar.29,2014Location:Wenyi’sKitchenFormat:InteractiveLecture文怡Apopularbloggerandnewmom(183Wfans

onWeibo)Pregnantmoms×15SelectedMedia×12HCPs×2KOLMoms×1Selecttargetmediatoattendandreportthesalon;Releasein-deptharticlesorspecialcolumn,tofullydeliverthekeymessage.许鹏飞Theywillhaveaface-to-faceconversationwithHCPandKOLsonC-sectionissues;Learnandshareinformationaboutallergypreventionintheirsocialnetworks.王山米AgendaPhaseII13:30-14:00Signin14:00-14:05Opening(WenYiwillshareherdeliverystoryfirst)

InteractivelecturebyHCPBasedonrecruitedquestionsonphaseI,aseriesofscenariomulti-choicequestionswillbeasked,aftermomsmaketheirchoices,HCPwillgivetherightanswerandexplainWenYicanhostthispartandinteractwithHCPandconsumers14:50-15:05WenYiasksHCPsomequestionsfromherweibofans14:05-14:5015:05-15:30TimeforphototakingWenYihostAskscenarioquestionMomsmakechoicesXPFexplaintherightanswersConsumerInteractionWithHCPAndKOL1.SnackofferedbyWenYi2.WenYiaskquestionsonbehalfofherfans3.TimeforPhototakingLeverageWenYi’sinfluenceandexpertiseincookingasaspecialgifttoattendeesAttheendofthelecture,WenYiwillaskHCPafewquestionscollectedfromherweibofansthedaybeforeAfterthelecture,attendeeswillhavetheopportunitytotakephotowithWenYiPhaseIIAttendeesInterview(Prepareforrealmomcampaignwarmup)Aftertheevent,takevideoforseveraltypicalattendees,interviewingtheirkeytakeawaysfromtheconsumersalonTheconsumerinterviewwillbecombinedattheendoftheconsumersalonvideopromotedinphaseIII,towarmuptherealmomvideo剖宫产竟然会增加三倍过敏风险！剖宫产会对宝宝免疫力的建立产生长远影响！我一定要坚持母乳喂养，帮助宝宝远离过敏！过敏是可以预防的！帮助宝宝远离过敏是每个妈妈的责任！PhaseIIVenueSuggestion文怡美食生活馆WenYi’sKitchen朝阳区南湖西园224号北京香颂2号楼2006室(城铁13号线望京西站东侧)PhaseIIMediaListNO.CategoryMedia

1Mass新京报2Mass北京青年报3Industry健康时报4Verticalwebsite新浪育儿5Verticalwebsite太平洋亲子网6Verticalwebsite网易亲子7Verticalwebsite腾讯育儿8VerticalwebsiteYY网9Verticalwebsite育儿网10Verticalwebsite宝宝树11Verticalwebsite摇篮网12Video优酷PhaseIIMediaExposureFollowingthePREventMedia:妈咪宝贝·孕妈咪Format:Coverstory+E-magazineTopic:WenYi’spregnancymemory,deliveryway,andknowledgeonallergypreventionPages:6PTiming:MayFormat:In-deptharticle/HCPinterview/SpecialColumnTopic:C-sectionwillbringhighAllergyRisktoinfantsKeymessagepick-uprate:75%Timing:April-MayTopic:March:HowtochoosedeliverywaywhengivingbirthtothesecondbabyApril:RealC-sectionmomssharingKeymessagepick-uprate:80%Timing:March-AprilMagazineCoverstoryMagazineAdvertorialIn-depthMediareportsPhaseIISocialEngagementObjective:UtilizesocialplatformstoamplifythemessagesintheconsumersalonanddrivetraffictoARITestPhaseIIISocialEngagementAfterTheEvent-

VideoPromotion-Makeseveralelaboratevideoclipsfortheconsumersalonwithkeymessage-Combinetheconsumerinterviewwiththevideo,andthelastframewillencourageconsumerstotakeARITest-ThevideowillbeplacedonYFGM.COMandamplifiedonOwnedmediaandsocialplatforms.TakevideooftheconsumersalonforonlinepromotionPreheattherealmomcampaignattheendofvideoATITestAmplifyonsocialmediaPhaseIIISocialEngagement-Weibo巢妈防敏公开课

InfantAllergyPreventionClasseswithWenYiTactics:EngageWenYitoinitiateaWeiboactivity#巢妈防敏公开课#ThefirstWeibowillshareherunderstandingofinfantAllergyriskandinfluence,andfollowedbyacomictipofinfantallergypreventionInthefollowing6days,WenYiwillpostatotalofsixtips(1tip/day)aroundthetopic,andencouragefanstosharetheirtipsandtakeARITestPhaseIII1.怀孕时要创造低敏环境，远离环境污染2.因为过敏的遗传性，有家族过敏史的宝宝更应当注意3.

选择自然分娩，帮助宝宝肠道菌群尽早定植4.分娩后尽早启动母乳喂养，纯母乳喂养6个月以上5.宝宝用品不必过度清洁，锻炼宝宝的免疫力6.当母乳不足时，选择适度水解蛋白配方7.4-6个月后再添加辅食SocialEngagement-WeChatTactics:EngageinfluentialWeChataccountssuchasFMTtopostarticlesaboutchoiceofdeliverywayandinfantallergyprevention;ARITestwillbeencouragedtobuildtherelevancyofallergypreventiontomoms.SelectedWeChatAccount:父母堂

(20Wfollowers)育儿网(25Wfollowers)妈妈帮(5Wfollowers)WeekOneArticleonWomen’sDaytodeliverthemessagerelevanttoC-sectionandinfantallergyrisk.TopicSample:孕妈必知真相之：剖宫产隐患无穷WeekTwoArticletosumupWenYi’s7tipsaboutinfantallergyprevention,andencouragemomstotakeARITest.Bookmarkswiththesetipswillbepreparedasincentive.TopicSample:【辣妈心经】文怡：我是怎样让宝宝远离过敏的？PhaseIIISocialEngagement-LMBTactics:ReleasetopposttointroduceWenYi’s7comictipsonpregnancyforumFollowedbythreequestionsaboutinfantallergy,andencouragetolearn,answerandwinincentive5luckypregnantmomswiththerightanswerswillgaintheopportunitiestobeinterviewedbyE-magazineMami(《孕妈咪》)withWenYiPromotethroughHomepageBannerToppostaboutWenYi’s7tipsAnswerquestionstowinincentive懂美食也懂育儿，文怡的7条防敏攻略分享PhaseIIISocialEngagement-MMBangPhaseIIITactics：InTreasureBox,introduceARItestasapowerfultooltoknowbaby’sallergyrisk,whichhighlyrelatedtoinfant’slong-termhealth;Encourageconsumerstotakethetestandevengettoknowmoreaboutinfantal