Marketing Quarterly ReviewCommunication Review
Jan-May 20161.Use the Year of the Monkey to boost targeted brand awareness with our Imaginista.
2.Actively engage our Imaginista in our communications, invite participation with the brand.
3.Cut through the clutter of the YOM from competition, emerge with clear, ownable, differentiated and relevant brand ID.
4.Drive traffic to owned channels and help EC convert.Awareness:
Increase PR value by +50% (As of May: +83% monthly average)
Reach (On and Offline) x 2
Engage:
Increase website traffic +15% (As of May: +10% (PV) +99% (UV) monthly average)
Increase total WeChat fans to 100K (As of May: 17,000, 20% achieved)
Improve social media content engagement +50% (As of May: Average engagement:966 61% achieved )
Convert:
Improve ecommerce conversion rates from 0.48% to 0.8% (As of May: 0.18% monthly average, mainly from website)Brand ObjectivesKPIYOM EVENT BOOSTS BRAND AWARENESS AND SOCIAL BUZZ.SHA YOM event contributes a lot of PR value in the 1st half year due to celeb & KOLs which generate more high quality exposure on print, online and TV media.
(PR Value : 22,073,942 RMB /EPR reading: 514,065 )
Celeb, KOLs and local social big account creates social buzz a lot.
(KOL readings: 2,299,471 over total KOL KPI 20% )
WeChat followers 10 times increase.
(monthly increase in Mar: 2,000+)
作品展示MONKEY MAKER 2.0 CONTRIBUTES POSITIVE TRAFFIC TO BRAND WEBSITE, BUT THE QUANTITY OF PARTICIPANTS IS LOWER. Step1: Select baby gender and age ->Step 2: Select prefer mummy bag ->Step 3: Key in tailor made wordings->Step 4: Submit to order MONKEY BABY HAS ORGANIC TRAFFIC UNDER NO INVESTMENT, BUT THE CONVERSION RATE IS LOWER. Media ExposureWebsiteWECHATPRPR VALUE (Jan-May) : 27,491,801 USD
YOM Event: 3,449,053 USD YOM EVENT CONTRIBUTES MORE HIGH-QUALITY MEDIA EXPOSURE. SocialSHA YOM EVENT HELPED TO INCREASE THE WECHAT FANS AND SOCIAL ENGAGEMENT.LEVERAGE DAILY CONTENT, UGC AND HOT TOPICS ON SOCIAL COMMUNICATION. Weibo Top PostsWeibo UGC- Top post WeChat Top PostsHot topic tie in Valentine’s Day and Mother’s DayWeChat UGC- Top post WebsiteWEBSITE UV IS HIGHER DUE TO DSP FOR YOM EVENT AND MM2.0, BUT PV IS NOT IDEAL.E-CommerceBRAND WEBSITE IS STILL DRIVING THE HIGHER TRAFFIC TO TMALL, BUT NOT REACH THE TARGET.What’s Working
Media event with celeb creates more media exposure and high-quality coverage to enhance brand awareness.
Local social big accounts have the good reach rate to announce the event information.
Co-op with well-known celeb and KOL can boost social buzz.
DSP for YOM event and MM2.0 drive more traffic to website obviously.
What’s Improvement
Drive more traffic to YOM event site.
To be focused on increasing WeChat fans and social engagement.
Optimize brand website to increase PV and EC conversion.
Improve EC conversion via social communication and digital campaign.Key Learning Communication Plan
July-December 2016Magnet #1: Beijing YOM EventObjectives
Promote Beijing YOM Event to improve traffic
Recruit WeChat fans
Boost brand awarenessBeijing Media Tour & Visit
Experience Kipling YOM event to gain more media exposure @ Beijing Wangfujing Department Store YOM Event
Experience FA16 product with model demonstration to communicate media plan @ Beijing APM Kipling store
Print media- FA16 & HPS16
Online media- FA16
Media Co-op with APP IN
On-site smartphone photo printer- follow Kipling WeChat to print photo freely
Kipling customized stickers- utilize picture social to create social buzz
WeChat DSP 一键加粉
Follow Kipling WeChat to connect WIFI freely
Local WeChat Big Account
北京土著
10w+ followers
发现周末
1.2w+ followers
Magnet #2: EC SupportJulySepOctDecLive streaming @ Beijing YOM event for Tmall event. Social KOL
3rd party co-op
Live streamingCreate a communication topic to drive more traffic to Tmall.Magnet #3: YOM Digital CampaignPromotion
Different touch points to drive traffic to the game siteLaunch date: end of Aug
Format: Html 5Game Site
Start Game
Social sharing
Instruction
Ranking 10 Mini Games
10 mini games to play in random order
3 “bananas” per play
Continue to play the games till no “ bananas” left
Finishing the task faster to earn more scoresSocial Sharing
Share to friends to play again
Can share up to 3 times a dayPrize
Weekly prize for top player
Cash vouchers for players reaching certain scoreFlow10 Mini GamesOwnedWeChatEarnedPaidWeiboBrand SiteTmallContent & MechanismHero Banner & BlogMomentsUGCUGCn/aKOLn/an/aMagnet #3: YOM Digital Campaignn/aCommunication PlanMagnet #4: Media Co-opCosmo Media Co-op 江疏影
2P fashion shooting in Sep issue (Aug-15 launched)
1 post in Cosmo WeChat
1 post in Cosmo WeiboLife Style Media Co-op 陈意涵
2P fashion shooting in early of Oct issue
1 post in Life Style WeChat2. Cosmo Media Co-op 唐嫣
2P fashion shooting in Nov issue (Oct-15 launched)
1 post in Cosmo WeChat
1 post in Cosmo WeiboRAYLI Media Co-op 林志玲
1P or 2P fashion shooting in Sep issue (SEP-15 launched)
1 post in RAYLI WeChatCELEB TBCMagnet #5: SeedingFA16
Seek the hot topic for each month KOL seeding
Key timing –
International Fashion Week
October Golden Week FA16 PR Plan Angle PR focus :
Chinese Valentine’s Day Gifts Recommendation
Back to work - How to balance work & personal daily life
Love Mondays working days ties in with trend of power working outfits & blue color
Matching style: Fashionable formal+vivid and plume/purple colors
Media titles:
Women’s Fashion & Lifestyle - City Beauty, Modern Lady, L’Official, Rayli Fashion & Beauty, Ceci, Shanghai Style
General & Fashion website – Haibao.com, onlylady.com, ifeng.com,Pclady.co, Sina.com, Sohu.com
Monthly PR Value Estimation: 50 Clippings; USD3,500,000
KOL Seeding:
KOL Category: Working lady / TV presenter
Candidate: Lisa Chen陈胤妃, Constance 刘彦池
Scenario: Snapshoot at TV station
PR/EPR Communication
Campaign 1 (Back to Work, 8/5-8/29) Key events: Chinese Valentine’s Day (Aug 9th)PR/EPR Communication
Campaign 2,3 (Fashion Week/Love Mondays/EWO/Go APE, 8/30-9/22) Key events: International Fashion Week (mid-Sept.) and Mid-autumn Festival (Sept. 15th)
Angle PR focus :
Top Kipling bags for 2016 fashion week
Time for wardrobe change
Matching style: Fashionable casual+Jazzy blue colour & gradient & check prints
Media titles:
High women fashion – Elle, Rayli Fashion & Beauty, Self
Women’s fashion – Mina, Vivi
Trends - Yoho Girl, Milk, 1626
General & Fashion website – Haibao.com, onlylady.com, Rayli.com, Mina.com, ifeng.com,Pclady.co, Sina.com, Sohu.com
Monthly PR Value Estimation: 60 Clippings; USD 4,000,000
KOL Seeding:
Category: Upcoming Chinese Models
Scenario: Fashion show airport look/ Models casual wearPR/EPR communication
Campaign 4 (Friends & Family, 9/23-10/24) Key events: Shanghai Fashion Week mid-Oct., Golden Week 10/1 – 10/7
Angle PR focus :
Golden week travel bags! – Friends & Family time
Winter floral print designed by the acclaimed Canadian painter and illustrator Alexandra Layasseur
Matching style: Fashionable + Functional + Collab Prints
Media titles:
Lifestyles & Travel Media– Lohas, OK magazine, Travel & Leisure, Voyage
Mum & Baby Media- OK Baby, Parents, Mum&Baby
General & Fashion website – Haibao.com, onlylady.com, Rayli.com, Mina.com, ifeng.com,Pclady.co, Sina.com, Sohu.com
Monthly PR Value Estimation: 60 Clippings; USD4,000,000
KOL Seeding:
Category: MUM & BABY/ Travel KOL
Candidates: Chun Zi, Dana, Audrey Liu/Li Xiaolu, Liu Tao
Scenario: Family travel photos with bags / Bags inside store & organize function introduction.
FA16 Digital PlanDigital Communication
Campaign 1 (Back to Work, 8/5-8/29) Key events: Olympic Games (8/5-21), Chinese Valentine’s Day (8/9)Story Angle
Look good in workplace
Lifestyle
Content to deliver the “live light, make happy” spirit, such as “Happy moments in work”, “Work hard, play hard” etcUGC
1.Tips to prevent sun burn and return to office with beautiful skin
2. Share your boss’s style
Story Angle
Style is more than fashion
Lifestyle
Content to deliver the “live light, make happy” spirit, such as “Stay fit, stay stylish ”, “Personal style is everything” etc.UGC
1.Style PK— your look vs fashion week street looks
2.Share your Mix & Match tips
Digital Communication
Campaign 2,3 (Fashion Week, 8/30-9/22) Key events: International Fashion Week (mid-Sept.) and Mid-autumn Festival (9/15)Story Angle
On the way to happinessLifestyle
Content to deliver the “live light, make happy” spirit, such as “Top destinations for fun & play”, “Capture happy moments” etc.UGC
1.Show pictures of you with family and friends and most importantly – Kipling monkey
2.Share creative pictures of you and your besties
Digital Communication
Campaign 4 (Friends & Family, 9/23-10/24) Key events: Shanghai Fashion Week (mid-Oct)., Golden Week (10/1 – 10/7)YOM KOL Collab – WeChat & Weibo & Live Streaming 石榴婆报告
100w+ followers
Cost: 15w
顾爷
100w+ followers
Cost: 40wCollab Fee Estimate: 5-40w RMB
(Creative Writing & posting, fee may vary)
北京土著
10w+ followers
Cost: 5W辣妈帮
30w+ followers
Cost: 8WAgency recommendReason to choose:
Female readership
KOL fits profile of Imaginista
Creative writing
High acceptance of promotion writingBackupsWeChatWeiboAgency recommend薛之谦
1500w+ followers
Cost:40W
Reason to choose:
Massive fan base
Female readership
Humorous and fun
High acceptance of promotion writing玩美miss蜜
35w+ followers
Cost:2W回忆专用小马甲
2500w+ followers
Cost:4WLive StreamingAgency recommend 1Fairy菲宝
20w+ followers
Cost: 5w/hr麦琪啦
1.5w+ followers
Cost: 3w/hrAgency recommend 2BackupsKOL TBCVisual Merchandising快乐追逐
On The Move Campaign
May 6-30POS Window Overview - SH135 windows updated new image in nation wide.Shanghai
Wujiaochang WandaShanghai
Grand GatewayShanghai
Baoshan WandaShanghai
Joy-CityPOS Window Overview - SHShanghai the ExpoShanghai No.1 Yaohan Dept. StorePOS Window Overview - BJBeijing
CapitalBeijing
Raffles City
Shopping Centre
DongzhimenBeijing IKEABeijing APMPOS Window Overview - BJBeijing
Joy-City -ChaoyangBeijing
Capital XizhimenBeijing IngdioPOS Window Overview - BJBeijing the GateBeijing Tongzhou WandaPOS Window Overview - GZGuangzhou
Friendship Guojin StoreGuangzhou
Grandbuy
Gaode LandmarkPOS Window Overview - SZShenzhen Coastal CityT-TableShanghai
Joy-CityBeijing
Raffles City
Shopping Centre
DongzhimenIn-store Promotion
with purchase of promoted bags, get lunch bag in free.
51 retail POS & 31 wholesale clients launched promotion.
Shanghai
Wujiaochang WandaGuangzhou China PlazaDisplay – Shopping mall/Dept. store channel
Shanghai Wujiaochang Wanda Apr7-May5Shanghai Wujiaochang Wanda 夏日时光
Summer Time Campaign
May 31 – Jun 20POS Window Overview - SH135 windows updated new image in nation wide.Shanghai
Wujiaochang WandaShanghai
Grand GatewayShanghai
Joy-CityShanghai
Livingsteel StagePOS Window Overview - SHShanghai No.1 Yaohan Dept. StoreShanghai Cloud NinePOS Window Overview - BJBeijing
CapitalBeijing
Raffles City
Shopping Centre
DongzhimenBeijing IKEABeijing APMPOS Window Overview - BJBeijing
Joy-City -ChaoyangBeijing
Capital XizhimenBeijing IngdioPOS Window Overview - BJBeijing the GateBeijing Tongzhou WandaPOS Window Overview - GZGuangzhou
Friendship Guojin StoreGuangzhou
Grandbuy
Gaode LandmarkGuangzhou
Parc CentralGuangzhou
Grandbuy
Gaode LandmarkGuangzhou
Parc CentralPOS Window Overview - SZShenzhen Coastal CityT-TableShanghai
Joy-CityShanghai Grand GatewayIn-store Promotion
with purchase of promoted bags, get lunch bag in free.
51 retail POS & 32 wholesale clients launched promotion.
Shanghai SogoShanghai
Wujiaochang WandaDisplay – Shopping mall/Dept. store channel
Kunming Parkson May 30 – June 5
Kunming Parkson CRM Agenda
CRM Yearly Objective & Q2 Work Review
CRM KPI Review: Retail/Ecommerce/Wholesale
Campaign Review/CRM Communication Plan
Kipling Friends Project Review & OutlookCRM Yearly Objective & H2 Work Review CRM Yearly ObjectiveDrive CRM performance for Retail business
Re-design and develop Kipling Friends CRM program, and make the better use of customer database
Enhance data capture rate from retail stores
Campaign support to drive sales and member recruitment
Build up CRM reporting foundation for retail businesses
Enhance better engagement activities with Kipling prospects and existing customers, and further advance: a) Wechat followers b) Campaign responders c) Campaign ROI
CRM mechanism and know-how introducing and developing to other channels, a)eCRM b)CRM for wholesale KPI Status Review>> Total Member Recruitment: 54500 (+20% vs.last year)
▪ VIP Member Recruitment: 5500 (+12% vs.last year)
▪ Normal Member Recruitment: 49000 (+20.9% vs.last year)
>> Data Capture Rate: 85% (+5% vs. last year)
>> Active Member Rate: 42%
>> VIP Member Retention Rate: 23%
>> Total Member Recruitment on WeChat (suppose Member Zone go live in Oct): 25000
Agenda
CRM Yearly Objective Review
CRM KPI Review: Retail/Ecommerce/Wholesale
Campaign Review/CRM Communication Plan
Kipling Friends Project Review & OutlookRetail CRM KPI Review: YTD Total Sales Review+12%+17%+24%+2%+19%Retail CRM KPI Review: YTD Total Sales by City ReviewRetail CRM KPI Review: Data Capture Rate by City Data Capture Rate May YTD Y2016Data Capture Rate May YTD Y2015 Need to improve.Retail CRM KPI Review: Repeat Purchase Rate Y2016 vs Y2015Repeat Purchase Rate May TTD Y2016Repeat Purchase Rate May TTD Y2015Retail CRM KPI Review: 1st Purchase Analysis by City Y2016First Transaction vs Total Transaction by No. of TransactionRetail CRM KPI Review: Repeat Purchase Analysis by City Y2016CRM KPI Review: ATV Analysis by City/Ecommerce ReviewRetail CRM KPI Review: IPT Analysis by City/Ecommerce ReviewEcom CRM KPI Review: Total Sales/First Purchase vs. Repeat Purchase +207%+134%+299%+102%+141%Repeat 20%New Buyer 80%New Buyer 90%Repeat 10%Y2016Y2015Wholesale CRM KPI Review Agenda
CRM Yearly Objective & Q2 Work Review
CRM KPI Review: Retail/Ecommerce/Wholesale
Campaign Review/CRM Communication Plan
Kipling Friends Project Review & OutlookRetail CRM Campaign Communication Calendar Review Campaign Communication Mechanism: Period: Jun 12th – Jun 14th
Segment 1(VIP whose latest purchase day beyond one month)
亲爱的贵宾会员，Kipling诚邀您光临贵宾会员独享日，6/12-6/14全场商品7折。
Segment 2(VIP whose latest purchase day within one month):
亲爱的贵宾会员，Kipling诚邀您光临贵宾会员独享日，6/12-6/14全场VIP特惠。Sales Contribution by City/by Campaign Date AnalysisVIP Presales Campaign Analysis VIP Presales Campaign Analysis Campaign Responders Whose Last Purchase Year Analysis VIP Presales Campaign Analysis Campaign Responders Whose Last Purchase Period Analysis VIP Presales Campaign Analysis Campaign ROI Analysis Appendix: Birthday Campaign ROI CRM Promotional Mechanism & Communication Plan H2GWP
Ad-hoc Coupon
Discount
Double Points
Final Sales
Promotion TypeStore PromotionStore PromotionStore PromotionCRM Promotion /New SeasonCRM PromotionCRM Promotion/ New SeasonCampaign Message上半年Final Sales: 6/27-7/12 全场7折新品上线是否可设置双倍积分， 1-3 SKU9月旅行季节，旅行产品的促销机制主推产品双倍积分机制新品上线是否可设置双倍积分，1-3 SKUVIP贵宾会员独享日:全场商品7折GWP
Discount
GWP
Double Points GWP
DiscountGWP
Double PointsGWP
Double PointsGWP
Final Sales Communication Target Agenda
CRM Yearly Objective & Q2 Work Review
CRM KPI Review: Retail/Ecommerce/Wholesale
Campaign Review/CRM Communication Plan
Kipling Friends Project Review & OutlookKipling Friends New Launch2016年8月1日 全新上线Kipling会员分成粉卡、金卡与钻石卡三个会员等级。Kipling Friends New Launch金卡 钻石卡 粉卡潜客Kipling Friends New Launch乐想之家2016年9月底 全新上线WeChat会员专区上线后，建议顾客在 微信会员专区上注册来入会！！！会员自己填写手机号码，保证信息的准确
会员可以立享20元的优惠折扣
什么时候还是由店员在店铺系统上注册？ ①顾客不用微信 ②顾客无法成功注册（如收不到验证码，也不愿打电话给客服热线询问验证码信息）Kipling Friends New Launch - WeChat手机验证注册页面会员信息-粉卡会员信息-金卡会员信息-钻石卡Kipling Friends New Launch- Website Member ZoneQ：为什么有微信了，还要在官网有会员专区？
Ａ：有些客人不用微信，也可以在官网会员专区查询到积分信息和优惠券信息。官网上的会员专区功能和微信上类似。 增加“登陆”按钮登陆后：/登陆Kipling Friends New Launch- Tmall After-sales CardThanks!
