BOBBI BROWN CHRISTMAS CAMPAIN ,BRIEF RECAP
,CHRISTMAS
11.11 EDM TEAM STRUCTURE
OUR STRENGTH
BUDGET
,BRIEF RECAP ,• BACKGROUND ：
,- 雅诗兰黛集团官网维护比稿项目，以BOBBI BROWN为任务
- 在BOBBI BROWN 官网维护任务中，需要展现对品牌的理解力、素材运用的掌控力及创意能力
- 创意、活动的最终目标以销售为导向
,• MISSION：
,- 圣诞节为主题的活动创意发想及创意展示
- 购物狂欢节为主题的官网维护
,• EDM ：
,- 针对不同的用户群体及消费者购物意向有针对性的发送EDM
,BRIEF RECAP
,CHRISTMAS
,11.11 EDM TEAM STRUCTURE
OUR STRENGTH
BUDGET
,IDEA DEVELOPEMENT ,走在圣诞节的街头
,IDEA DEVELOPEMENT ,你是否曾为闪烁的圣诞街灯留步？
,IDEA DEVELOPEMENT ,IDEA DEVELOPEMENT ,IDEA DEVELOPEMENT ,IDEA DEVELOPEMENT ,CHRISTMAS
,這是一個玩味光影的季節
,IDEA DEVELOPEMENT ,光
LIGHT
,是照亮，也是模糊
,IDEA DEVELOPEMENT ,影
SHADOW
,伴随光而生，衬托光的明亮
,IDEA DEVELOPEMENT ,光
影
,与
,扑朔迷离，相互呼应衬托事物的美丽
,IDEA DEVELOPEMENT ,当光和影都出现的恰到好处时，再平凡的事物也会变得美丽
,IDEA DEVELOPEMENT ,抓住合适的光影，就能瞬间使女性的美更加闪耀动人
,BIG IDEA ,施展BOBBI BROWN光影魔术，让肌肤随时闪耀质感光晕
,BIG IDEA ,BOBBI BROWN 圣诞光影魔术 ,BIG IDEA- STRATEGY ,OFFICIAL
SITE
,WEIBO
,WECHAT
(MINISITE)
,EC
MOBILSITE
,BBS
,KOL
,借由各式社群渠道将受众导入微信活动页，再于互动活动页导入手机商城引导用户产生消费行为
,BIG IDEA- ROAD MAP ,BOBBI BROWN CHRISTMAS CAMPAIN
,圣诞光影魔术
,话题预热
,于官微平台及论坛做话题预热，话题围绕“打造肌肤质感光晕”以及“如自然阴影般的裸妆”为正式活动铺陈
,圣诞节活动
,于各大女性论坛发起互动游戏讨论，并藉由ＫＯＬ转发活动，诱导消费者进入手机活动页，让消费者对BOBBI BROWN的产品特色更加了解并进一步产生购买欲望
,打造肌肤
光影裸妆
,BOBBI BROWN
圣诞光影魔术
,BIG IDEA- FLOW ,活动首页
照片上传
光之魔术
影之魔术
光影魔术
闪耀光晕
,分享光晕
,星纱颜彩盘
,眼影盘
,结果生成
,互动及导购
,分享朋友圈
,LAYOUT-MINISITE ,LAYOUT-MINISITE ,LAYOUT-SHARING ,LAYOUT-OFFICIAL SITE ,LAYOUT-QRCODE ,扫描二维码后
进入手机活动页
,BRIEF RECAP
CHRISTMAS
,11.11 ,EDM TEAM STRUCTURE
OUR STRENGTH
BUDGET
,HOME PAGE ,- 使用品牌提供的素材进行官网主 ,KV BANNER维护
,- 文案润色 ,LANDING PAGE ,- 使用品牌提供的素材进行官网主 , 展示及促销文案进行产品推广
, ,KV BANNER维护
- LANDING PAGE 页面中，
, MOUSE OVER BANNER通过产品
,LANDING PAGE ,- LANDING PAGE 产品页面维护 ,BRANDZOON ,- 对品牌提供的既有素材运用，
, 制作BRAND ZOON 区域物料 ,ADS BANNER ,- 对品牌提供的既有素材运用，
, 制作广告投放物料 ,ADS BANNER ,- 双十一促销活动广告物料创意，以产品为主题，吸引用户点击并促进销售。 ,BRIEF RECAP
CHRISTMAS
11.11 ,EDM ,TEAM STRUCTURE
OUR STRENGTH
BUDGET
,针对性发送EDM
, - 会员数据管理系统化，以大数据分类整合模式定制消费者行为模型
, - 按用户行为 & 会员属性来标记tag，将每个用户进行区分及归类
- 每个用户拥有自己独特的标签属性，同时能够通过每一个标签整合该标签下用户数据
,Bobbi Bown Behavior ,1 、New Register ,2 、 Active Member （3个月内有购买行为的用户） , ,CRM （是否是线下顾客） T/F ,会员属性 (在官网有过购买、浏览行为) Make Up 偏好 Skin Care 偏High loyalty 好 T/F T/F T/F ,3 、 Inactive Member （3个月以上，6个月以内有浏览行为的会员） ,4 、Sleep Member （6个月以上，1年以内有登浏览行为的用户） ,5 、 Lost Member （1年以上没有浏览行为的会员） , , , , , , , , , , , , , ,EDM发送策略 ,EDM类型 ,对象 ,内容 ,New Register ,1-New Register ,Welcome+Further Engage ,目的 和新用户say Hello，并call to action ,Biweekly ,Campain ,2-Active ,主推产品、明星产品、how to tips ,用户培育，及时的产品推送 ,2-Active & 3-Inactive ,Campaign主推产品 ,产品推送 ,Seasonal ,3-Inactive & 4-Sleep ,情人节、三八节、七夕、感恩节、圣诞节、关怀用户，发送受众量大，建议CNY新年 减少频次 ,Birthday ,除了1-New Register & 5-Lost外，所有生日信息的会员 ,生日祝福 +EC购物specail discount数字代码 ,关怀用户，促进销售 ,CRM（每月一封） 线下会员 ,5月-会员节EDM； 6月-Welcome EDM etc.. ,Recall ,3-Inactive ,沟通试用 ,把线下会员转化至线上，增加粘度 ,召回，不回就变成sleep ,BRIEF RECAP
CHRISTMAS
11.11 EDM ,TEAM STRUCTURE
,OUR STRENGTH
BUDGET
,TEAM STRUCTURE ,General Manager Welson Wu ,Branding Consultant Jacqueline Wong ,THE"TEAM",Service Team ,Creative Team ,Planning Team ,Program team ,Account Director Celine Lo ,Account Manager Leeya Liu ,Project Manager Fanny Wang ,Creative Director Aoao Sun ,Art Director Strong Ji ,Interactive Designer ,Cherry Lou ,Flash Designer Prussi Lin ,Strategic Director Jenny Wu ,Senior Planner Myra Huang ,Digital Director Winton ,Front-end programmer Rock ,Senior Copy Writer Echo Liu ,Back-end programmer Fiona ,TEAM STRUCTURE ,THE"TEAM",Celine LO Account Director ,LEEYA LIU Account Manager ,Knowledge about luxury industry Knowledge about brand expectations Experienced of team contral ,§ § § ,Knowledge about luxury industry Social media project management Knowledge about digital research ,AOAO SUN ,CREATIVE DIRECTOR ,Creative design Knowledge about luxury industry ,JENNY WU PLANNING DIRECTOR ,Outstanding creativity &Strategy planning ability Accurate understanding of clients’ demand & Customized service offering Knowledge ,RICKY LEE E-COMMERCE CONSULTANT ,Digital project management experience Knowledge about brand expectations E-Reputation crisis management experience ,MYRA HUANG SENIOR PLANNER ,Strategic thinking and powerful ideas Experienced and efficient execution ,§ § § ,§ § ,§ § § ,§ § ,§ § ,Description ,Position ,Number Time spending Class of services ,1 Customer Service and Project Management ,Customer Service and Project Management ,2 Creative Design ,Creative Design ,3 Planning Team ,Campaign planning and copy writer ,4 ,Programmer Team ,Technical maintenance ,Account Director ,Account Manager ,Project Manager ,Art Director Senior Interactive Designer ,Interactive Designer ,Strategic Director Senior Planner ,Art Editor ,Digital Director ,Front-end programmer Back-end programmer ,1 ,2 ,1 ,1 ,1 ,1 ,1 1 ,1 ,1 ,1 ,1 ,40% ,100% ,100% ,15% ,15% ,100% ,Project control Full time customer service, ready to the various requirement of customer at any moment. Technical support ,Creation control ,Creation direction, landing page ,Full time creation, ready to the various requirement of customer at any moment. ,15% 50% ,Campaign strategy control Campaign strategy ,100% ,Creative operation and copy writer ,20% ,50% ,100% ,Technical support ,Front-end maintenance ,Back-end Maintenance and database administration support ,Digital 6+ years experiences of leadership in marketing, digital marketing, event planning, publication production and communication.
4+ years experiences of event planning including product launch press conference, brand crossover cooperation and in-house interaction.
,Branod PR
In charge of all marketing events inclusive of international, PR, media, online, consumer and trade events, covering budgeting, objective setting, strategic approach, creativity creation, media relation build up, third parties liaison, event implementation...etc(PR budget allocation/Edited and supervised news releases and advertorials for promotions/Controlled quality of all productions for promotion /Coordinated with media and third parties for commercial cooperation) ,Celine Lo
Associate Account Director, 9 years
,14 ~ Activation NODEPLUS_Associate Account Director
04~13 VOGUE GQ _Business Development Manager / Digital Project Manager / Marketing Manager
,Worked
,King Soft Zhuhai Account Manager
Reali Account Manager
Imag China Shanghai Account Manager
,THE
TEAM
,Developed brand image and regional strategy for AIG, including its media delivery methods, brochure designs and customer support methods.
,Fulltime Lancome BBS Interactive communication projects, including develop and implement Weibo&Rosebeauty communication and interactive programs, set-up campaign site, data analysis including Lancome Rosebeauty, Weibo and campaign site
,- Account Manager
,Leeya Liu
Account Manager , 5 years
,09~12 King Soft Zhuhai, Marketing assistant12-13 R1brand，Account manager
12~13 Reali，Account manager
,R1brand，Account manager
13~14 Imag China Shanghai, Account Manager
,Medialand Shanghai, Planning Director
,Worked
Allyes Art Director
Energy Trust Creative Director
,THE
TEAM
,,I have an 8-year-long experience in advertising; also have been engaged in consumer services, finance, IT, automobile industry, maternal and infant industry etc.
I have a deep love in travelling, enjoying the beauty, filming and photography as well as follow my heart to do something I think right.
I am a passionate, energetic, and have a clear personality; I will put all my efforts when going to work.
My friends prefer to call my nickname, Aoao or Aozi.
,The companies that I have been working for:
,- Creative Director
,Aoao Sun
Creative Director, 8 years
,06~09 Allyes, Art Director
09~13 EnergyTrust, Creative Director
14- Present NODEPLUS, Creative Director
,BRIEF RECAP
CHRISTMAS
11.11 EDM TEAM STRUCTURE
,OUR STRENGTH
,BUDGET
,LUXE and PREMIUM brands Are FUNDAMENTALLY DIFFERENT from MASS MARKET / FMCG brands , 兰蔻玫瑰社区 , 兰蔻玫瑰社区 ,- 中国最大的官方活动互动平台 , - 后台集用户信息管理、流量及用户数据分析系统、产品信息维护、社交话题维护及品牌形象展示于一体 , - 同时具有系统延展及功能开发，功能性、操作性较强。 , 站点数据管理及分析能力 ,- 使用监测系统，通过增加tracking code进行监测 , - 监测内容包括： , 站点流量分析，流量来源分析，用 , 户行为趋势分析，用户关注度分析 , 等。通过个监测数据汇总用户模型 , 及行为路径 , - 在深度分析用户的前提下提高用户 , 互动及消费行为 , , , 用户行为模型及行为路径搭建 ,- 通过用户行为分析汇总搭建用户行为模式及行为路径，以期更好维护站点，提高用户粘度 , - 通过用户行为模型进行站点内容维护，进一步提高站点质量 , , , , 数据分析及用户维护 ,- 拥有数据管理及数据分析能力，并且通过数据多重分析，进行数据库及网站维护 , - 维护期间内用户行为模型逐渐优化，并呈现良性增长达到最优用户模型 , , ,traffic 数据管理 ,UV （only RB） ,new visiter (only RB) ,new visiter 占比（only RB） ,UV（inc campaign） ,410,961 164,396 163,000 742,138 306,100 647,322 498,712 299,269 ,283,500 105,949 115,479 511,430 204,287 434,673 328,337 195,553 ,68.98% 1,573,439 64.45% 579,543 70.85% 700,406 68.91% 4,464,455 66.74% 8,476,384 67.15% 8,713,472 65.84% 17,551,562 65.34% 11,516,386 ,new visiter(inc campaign) 1,387,444 512,462 619,068 3,546,888 6,940,207 8,210,126 16,387,830 10,513,993 ,new visiter 占比（inc campaign） 88.18% 88.43% 88.39% 79.45% 81.88% 94.22% 93.37% 91.30% ,1月 2月 3月 4月 5月 6月 7月 8月 ,注册 ,注册转化率 ,注册数比值 ,登陆 ,登陆数比值 ,active member ,active member rate ,buzz ,平均BUZZ ,12,897 15,594 19,939 30,579 37,700 47,811 33,989 4,652 ,0.93% 6.35% 3.04% 7.68% 3.22% 9.81% 0.86% 15.05% 0.54% 18.56% 0.58% 23.53% 10.35% 16.73% 2.38% 2.29% ,3,006 5,026 7,187 8,537 14,850 12,391 18,129 9,320 ,3.83% 6.41% 9.16% 10.88% 18.93% 15.80% 23.11% 11.88% ,11,583 16,917 18,943 25,832 30,653 31,457 33,328 10,130 ,6.48% 125,009 9.46% 143,247 10.59% 118,808 14.44% 153,602 17.14% 395,693 17.59% 1,210,468 18.64% 1,525,781 5.66% 817,323 ,10.79 8.47 6.27 5.95 12.91 38.48 45.78 80.68 , 热力图站点维护 , - 以用户说话，通过热力图进行站点维护及网页改版质量监测 - 热力图点击度分析，以最优的方式监测按钮及区域点击量 ,CHINA EVENT WEBSITE: THE LITTLE BLACK JACKET ,Website维护 ,CHANEL JEWELRY GLOBAL SUB-SITE ,Website维护 ,Majority of selected KOL has 100K+ fans on weibo. ,Fashion KOL ,周依YiZhou ,Fans: 451,230+ ,http://weibo.com/yizhoustudio ,刘小葵Sammy ,Fans: 272,599+ ,http://weibo.com/209099308 ,Iamsmallfry ,Fans: 383,923+ ,http://weibo.com/iamsammy ,柳小御 ,Fans: 450,202+ ,http://weibo.com/evilhais ,伪少年K先生 ,Fans: 199,007+ ,http://weibo.com/candybomb ,艾杉杉 ,Fans: 62,479+ ,http://weibo.com/echozhangwb ,toni雌和尚 ,Fans: 115,156+ ,http://weibo.com/222851120 ,关昕 ,Fans: 354,798+ ,http://weibo.com/u/2490716581 ,江南BoyNam ,Fans: 593631+ ,http://weibo.com/578557705 ,常小辉 ,Fans: 165,460+ ,http://weibo.com/u/1843872915 ,Social SOV Monitoring Services
,Social Monitoring and Crisis Management Service ,Every 15 min to refresh all major platform include: ,sina, sohu, etc, youku, tudou, baidu,soso, ifeng,sina, weibo, qq,tianya, sina, 163, etc ,- Cover 3000+ media platforms ,• Overall Brands IWOM performance • Buzz / SOV /Sentiment / Engagement findings and recommendations • Daily monitoring including mentions, viewership, replies • Campaign Measurement • Buzz/Topic Study & Fans quality analysis • Content Strategy recommendation • Crisis alert & analysis • Timely alert on potential crisis • Risk analysis and recommendation on follow-ups ,• Brand / product / Competitor Analysis • KOL identification and Evaluation • SEO handling for negative sentiment ,Sales Management ,• Routine customer feedback on brand, product and sales monitoring report ,• Through real-time data analysis to discover high potential customers with auto pushing promotion message ,Social SOV Monitoring Services
,Social Media Data Monitoring ,Data Processing ,Application ,Major Platform ,weibo ,BBS ,News ,Blog ,Video ,Q&A ,Ecommerce ,Wechat ,Keywords ,Defined keywords ,Brand、Product、 Services keyword ,Promotion keyword ,Competitor keyword ,Full coverage of all public social media platform ,Data Analysis ,Data Services ,Filtering ,analyze ,recognition ,categorize ,Negative sentiment report ,Risk planning report ,Campaign report ,Competitor analysis ,Brand analysis ,Sentiment Marketing ,BRIEF RECAP
CHRISTMAS
11.11 EDM TEAM STRUCTURE
OUR STRENGTH
,BUDGET
,Content ,Description ,Frequency Quantity ,Unit ,Price Unit Price ,Total ,Site Maintenance ,Platform Maintenance ,Tracking and Reporting ,Thematic campaign development ,Campaign Development ,Yearly campaign development (anniversary campaign, 3.8 women's day,mid -year festival ) ,1, Project Management & Planning 2, Design adaptation of landing page based on brand digital assets 3. Landing page design, page production, banner design and production, content copywriting 4, Content Management including content creative copywriting and image retouching and asset managment. Content approval process management ,Once a month ,Once a month ,1. Site Monitoring and Tracking 2. Data analysis with target customer segmentation 3. Reporting with data visualization 4. Monthly recommendation report 1, Project Management and Planning 2, Thematic campaign idea & concept development, Once per 3, Landing page layout design, creative Quarter copywriting 4, Monitoring and tracking 1, Project Management and Planning 2, Thematic campaign idea & concept development, 3, Wireframe design, Engagement flow plan design 4, Landing page layout design, creative copywriting 5, Content Management including image retouching 6, Banner design adaptation 7, Monitoring and Tracking ,Three times per year ,12 ,units ,60,000 ,720,000 ,12 ,units ,10,000 ,120,000 ,4 ,4 ,units ,30,000 ,120,000 ,units ,120,000 ,480,000 ,SUB TOTAL (CNY) 7% VAT (CNY) TOTAL FEES (CNY) ,1,440,000 ,98,352 ,1,538,352 ,THANK YOU ,
