Tmall Holiday Campaign Proposal ,NOV 2014 ,BRIEF RECAP ,IDEA DEVELOPMENT ,BIG IDEA ,BUDGET ,TEAM STRUCTURE ,OUR STRENGTH ,BRIEF RECAP ,•,•,BACKGROUND An exhaustion in purchase intention emerges after 11·11 and 12·12 online shopping carnivals. In the upcoming Christmas & New Year, it is recommended to utilize this GIFTING atmosphere to burst holiday sales. ,OBJECTIVES 1.Integrate existing resources in Tmall and deliver Merry Christmas & Happy New Year Campaign Interactive mechanism for customers to participate, have fun and spread out Mainly focus on recruiting more qualified NEW customers ,2.3.,•,TARGET AUDIENCE ,”SMART WOMEN”: they carefully select the most professional skincare products ,•,FEATURED PRODUCTS 1.Holiday set 2.Hero Product / New Product/Intro kit ,BRIEF RECAP ,IDEA DEVELOPMENT ,BIG IDEA ,BUDGET ,TEAM STRUCTURE ,OUR STRENGTH ,IDEA DEVELOPMENT － BRIEF KEYWORDS ,TA ,TIME ,PLATFORM ,PRODUCT ,OBJECTIVE ,SMART WOMEN ,CHRISTMAS & NEW YEAR ,TMALL ,HOLIDAY SET ,RECRUIT MORE QUALIFIED NEW CUSTOMERS ,IDEA DEVELOPMENT － CONSUMERS BEHAVIOR ,“SMART WOMEN”? WHO ARE THEY? ,IDEA DEVELOPMENT － CONSUMERS BEHAVIOR ,As selfie becomes increasingly popular among women, various image APPs have been gradually playing important roles in daily life. ,LEADER X FOLLOWER ,IDEA DEVELOPMENT － CONSUMERS BEHAVIOR ,LEADER ,FOLLOWER ,SHE Looks for BEAUTY Creates BEAUTY Attempts at BEAUTY Shares BEAUTY She is always being FOLLOWED Sometimes also becomes a FOLLOWER ,SHE Finds out BEAUTY Judges BEAUTY Reposts BEAUTY Comments on BEAUTY She chooses her own LEADER Sometimes also becomes a LEADER ,IDEA DEVELOPMENT － CONSUMERS BEHAVIOR ,LEADER ,FOLLOWER ,BOTH OF THEM ARE SMART WOMEN ,IDEA DEVELOPMENT － SMART WOMEN KEYWORDS ,LEADER & FOLLOWER ,BEAUTY ,SHARE RIGHT WAY ,They are both smart leaders and followers in BEAUTY. ,They create and find out BEAUTY. ,They share experiences and give correct guidance to BEAUTY. ,CHRISTMAS ,& ,NEW YEAR ,SHARE THE BEAUTY AS A GIFT ,In the upcoming season, BEAUTY is the best gift for sharing. ,BRIEF RECAP ,IDEA DEVELOPMENT ,BIG IDEA ,BUDGET ,TEAM STRUCTURE ,OUR STRENGTH ,BIG IDEA ,Follow Me ,Direct to BEAUTY in the Right Way ,BIG IDEA ,CLINQUE HOLIDAY BEAUTY EXPRESS ,BIG IDEA－ STRATEGY ,By Invitation Cards & Social Media ,Maximize the spreading effect of customers ,BIG IDEA－ DISSEMINATION STRATEGY ,CLINIQUE CHRISTMAS & NEW YEAR TMALL CAMPAIGN ,Holiday Beauty Express ,Warm Up ,Christmas Campaign ,Warm up Christmas and New Year Campaign via online and offline channels. ,Attract customers to visit TMALL, pay attention to holiday set and share with friends. ,Get invitations of Holiday Beauty Express ,Get on board with tickets Ride towards the Christmas miracle ,New Year Campaign ,Keep producing follow-up topics to burst holiday sales and stimulate customers’ participation. ,Ride towards the BEAUTY of 2015 ,BIG IDEA－ DISSEMINATION STRATEGY ,Station1 ,Warm Up ,Warm up Christmas and New Year events via online and offline channels. ,Christmas Campaign ,Attract customers to visit Tmall, pay attention to holiday set and share with friends. ,Get invitations of Holiday Beauty Express ,Get on board with tickets Ride towards the Christmas miracle ,New Year Campaign ,Keep producing follow-up topics to burst holiday sales and stimulate customers’ participation. ,Ride towards the BEAUTY of 2015 ,STATION I－ TICKETS OF BEAUTY EXPRESS ,EXCLUSIVE INVITATIONS ,HOLIDAY BEAUTY EXPRESS ,12/13-12/19 ,During 12·12, customers will receive invitations of Holiday Beauty Express after purchasing on TMALL. Each invitation includes 2 tickets and 1 “cardboard express” for DIY. Invitations will be sent out with purchased products in order to create hot topics on social medias and warm up for Christmas campaign. ,RECEIVE INVIATTIONS ,Customers will receive invitations with purchased products. ,DIY “EXPRESS” ,Customers try to assemble “cardboard express” or ask friends for help. ,SHARE “EXPRESS” ,Customers share “express” on social medias and attract more attention. ,VISIT TMALL ,TO POTENTIAL CUSTOMERS ,STATION I－ TICKETS OF BEAUTY EXPRESS ,TICKETS ,HOLIDAY BEAUTY EXPRESS ,12/17 ,Start spreading and warming up through official platforms and lead customers to get tickets for holiday special offers in limited time period. ,ENTRY ,Lead customers to visit TMALL in specific time period. ,LIMITED OFFER ,Customers visit TMALL page to get limited offers. ,PURCHASE ,Stimulate holiday sales by limited offers. ,TO LASTEST PURCHASING CUSTOMERS ,BIG IDEA－ DISSEMINATION STRATEGY ,Warm Up ,Station２ ,Christmas Campaign ,Warm up Christmas and New Year events via online and offline channels. ,Attract customers to visit TMALL, pay attention to holiday set and share with friends. ,Get invitations of Holiday Beauty Express ,Get on board with tickets Ride towards the Christmas miracle ,New Year Campaign ,Keep producing follow-up topics to burst holiday sales and stimulate customers’ participation. ,Ride towards the BEAUTY of 2015 ,STATION II－HOLIDAY BEAUTY EXPRESS ,HOLIDAY BEAUTY EXPRESS ,12/20-1/3 ,Enter the campaign site, board the Holiday Beauty Express, Select carriage you like best, you will have a chance to win a gift ,Entry ,Visit campaign site ,Select your favorite carriage ,••••,3-steps Global set EBC Global set MSE Global set Platinum Global set ,Win ,Share ,Chance to win a gift ,Invite friends to get on board ,STATION II－SPECIAL FEATURES ,CHRISTMAS MIRACLE ,12/24 ,Thanks for sharing! On Christmas Eve, Santa Claus will choose a lucky winner to receive any gift his/her has chosen ,Entry ,Visit campaign site ,Select your favorite carriage ,••••,3-steps Global set EBC Global set MSE Global set Platinum Global set ,Win ,Share ,Chance to win a gift ,Invite friends to get on board ,Christmas Miracle ,Winners will occur in each carriage and receive holiday sets. ,BIG IDEA－ DISSEMINATION STRATEGY ,Teaser ,Christmas Campaign ,Warm up Christmas and New Year events via online and offline channels. ,Attract customers to visit Tmall, pay attention to holiday set and share with friends. ,Get invitations of Holiday Beauty Express ,Get on board with tickets Ride towards the Christmas miracle ,Station３ ,New Year Campaign ,Keep producing follow-up topics to burst holiday sales and stimulate customers’ participation. ,Ride towards the BEAUTY of 2015 ,STATION III－BEAUTY LANDING CARD ,BEAUTY LANDING CARD ,1/1-1/3 ,You could have a chance to win a beautiful gift if Claim a beauty landing card and leave your entry number when you buy the product. Time to be the most smart and beautiful women! ,Claim ,Claim the landing card at campaign site ,Purchase ,Leave entry number ,Win ,Welcome Beauty Kit ,INTERACTION FLOW ,Welcome on board! ,Text Message ,Regular customers ,Share Tickets ,Latest purchasing customers ,Limited Offers ,New customers ,Beauty Landing Card ,Place orders and leave entry numbers to win gifts ,Holiday Beauty Express ,Invite Friends ,New customers ,Christmas Miracle ,Sample for Winners ,Winners will occur in each carriage and receive holiday sets. ,Chance to win samples ,Warm up ,Christmas ,New Year ,MOCK UP－TMALL PAGE ,美丽肌密快车 ,倩碧 假日美丽直达号 Holiday Beauty Express ,快选择你最心仪的车厢，直达心中的美丽 我要上车 ,Remark : click “Get on board" button and skip to campaign page. ,MOCK UP－CAMPAIGN SITE ,假日美丽直达号要发车了！ 你想登上哪辆车厢？ ,三部曲车厢 ,智慧锁定 修护车厢 ,淡斑双星车厢 ,水磁场车厢 ,已有352人登车 ,已有412人登车 ,已有122人登车 ,已有524人登车 ,我要上车 ,我要上车 ,我要上车 ,我要上车 ,Remark : Holiday Beauty Express slowly pulls into the campaign page. Customers could choose a favorite carriage to get in. ,MOCK UP－CAMPAIGN SITE ,欢迎上车，下一站直达美丽，填入收件资料就有机会收到试用小样！ ,Fill in ,三部曲车厢 ,智慧锁定 修护车厢 ,淡斑双星车厢 ,水磁场车厢 ,已有352人登车 ,已有412人登车 ,已有122人登车 ,已有524人登车 ,Remark : customers’ profile photos will appear in selected carriage. Meanwhile a profile page will appear for customers to fill in information. ,MOCK UP－CAMPAIGN SITE ,收件人 联系电话 收件地址 选择地区 ,三部曲车厢 ,智慧锁定 修护车厢 ,淡斑双星车厢 ,水磁场车厢 ,已有352人登车 ,已有412人登车 ,确认送出 ,已有122人登车 ,已有524人登车 ,MOCK UP－CAMPAIGN SITE ,邀请好友登车吧！ ,登上美丽列车就有机会收到试用小样，分享好友的好孩子还有机会在平安夜当晚，被圣诞老人选中赢得假日礼盒 ,三部曲车厢 ,智慧锁定 修护车厢 ,已有352人登车 ,已有412人登车 ,淡斑双星车厢 分享 ,已有122人登车 ,水磁场车厢 ,已有524人登车 ,MOCK UP－CAMPAIGN SITE ,三部曲车厢 ,智慧锁定 修护车厢 ,淡斑双星车厢 ,水磁场车厢 ,已有352人登车 ,已有412人登车 ,已有122人登车 ,已有524人登车 ,假日美丽直达号要发车了！ 你想登上哪辆车厢？ ,TMALL PAGE ,Remark : click “Get on board" button and skip to campaign page. ,Remark : Holiday Beauty Express slowly pulls into the campaign page. Customers could choose a favorite carriage to get in. ,BANNER ,BANNER ,BRIEF RECAP ,IDEA DEVELOPEMENT ,BIG IDEA ,BUDGET ,TEAM STRUCTURE ,OUR STRENGTH ,BUDGET ,No ,Project Content ,Details Description ,Qty per month ,Total quantity ( one year) ,Unit Price （not including tax） ,Total Price （not including Tax） RMB ,1 ,12 ,Site maintenance ,1, Project Management & Planning 2, Thematic campaign idea & concept development, Thematic campaign development 3, Wireframe design, user flow 1 12 4, landing page layout design, copy development, and homepage banner resizing ,KV 1, Project Management & Planning 2, Design adaptation of landing page , based on the assets provided by brand , including : homepage banner design, copywriting, landing page design 1,New product SPP refining (based on layout TP provided , brand to provide assets ) 1, Project Management & Planning 2, Campaign idea conceptualization, mock up page development 3,UX and user flow development 4, Landing page development for different phases : warm up, teaser, launch , post launch , and also the related banner , KV development 1, Project Management & Planning 2, Campaign idea conceptualization,mock up page Yearly campaign development development (anniversary campaign, 3.8 ,- 3 3, UX and user flow development women's day,mid -year festival ) 4, landing page layout design, copy development,and homepage banner resizing ,KV 1, Campaign idea conceptualization 2, Campaign theme development , UX and user flow ,- 3 developmen 3, Landing page layout design + banner ,11.11 campaign development ,5 star product launch ,- ,- ,8 ,1 ,1 ,2 ,3 ,4 ,5 ,TTL: ,50,000 ,600,000 ,10,000 ,120,000 ,35,000 ,280,000 ,55,000 ,55,000 ,55,000 ,165,000 ,50,000 ,150,000 ,1,370,000 ,BRIEF RECAP ,IDEA DEVELOPMENT ,BIG IDEA ,BUDGET ,TEAM STRUCTURE ,OUR STRENGTH ,TEAM STRUCTURE ,Branding Consultant Jacqueline Wong ,General Manager Welson Wu ,E-commerce Consultant Ricky Lee ,THE TEAM ,Service Team ,Creative Team ,Planning Team ,Account Manager Leeya Liu ,Account Manager Nevan Zhao ,Project Manager Fanny Wang ,Creative Director Aoao Sun ,Strategic Director Jenny Wu ,Art Director Strong Ji ,Senior Planner Myra Huang ,Interactive Designer ,Cherry Lou ,Senior Copy Writer Echo Liu ,Flash Designer Prussi Lin ,TEAM STRUCTURE ,THE TEAM ,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 ,Account Director ,Account Manager ,Project Manager ,Art Director ,Senior Interactive Designer ,Interactive Designer ,Strategic Director ,Senior Planner ,Art Editor ,1 ,2 ,1 ,1 ,1 ,1 ,1 ,1 ,1 ,15% ,Project control ,100% ,Full time customer service, ready to the various requirement of customer at any moment. ,50% ,User flow, WF ,15% ,Creation control ,15% ,Creation direction, landing page ,100% ,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 ,TEAM STRUCTURE ,THE TEAM ,LEEYA LIU ,Account Manager ,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 ,,,,,,,,NEVAN ZHAO ,Account Manager ,Digital project management experience Digital marketing experience Knowledge about luxury industry ,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 ,,,,,,,,,- Account Manager ,THE TEAM ,Experience ,King Soft Zhuhai Account Manager Reali Account Manager Imag China Shanghai Account Manager ,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 ,Leeya Liu ,Account Manager , 5 ,years ,09~12 King Soft Zhuhai, Marketing ,assistant ,12-13 R1brand，Account manager ,12~13 Reali，Account manager ,13~14 Imag China Shanghai, Account ,Manager ,Medialand Shanghai, Planning Director ,- Account Manager ,THE TEAM ,Experience ,ACTIVATION NODEPLUS Account Manager ,I have 3-years experience of digital and worked for various industry including luxuries，cosmetics，FMCG，clothing, automotive and computing. ,I am skilled in putting the right organizations and people in the right place, I am also good in understanding client's requirement, providing timely feedback and making any necessary changes. ,Nevan Zhao ,Account Manager , 3 ,years ,11~12 Medialand Shanghai, Digital Project ,manager ,12~Present NODEPLUS Account manager ,- Creative Director ,THE TEAM ,Experience ,Allyes Art Director Energy Trust Creative Director ,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: ,Aoao Sun ,Creative Director, 8 yearsz ,06~09 Allyes, Art Director ,09~13 EnergyTrust, Creative Director ,14- Present NODEPLUS, Creative ,Director ,BRIEF RECAP ,IDEA DEVELOPMENT ,BIG IDEA ,BUDGET ,TEAM STRUCTURE ,OUR STRENGTH ,Copyright © 2014 Activation Group ,LUXE and PREMIUM brands ,Are FUNDAMENTALLY DIFFERENT from ,MASS MARKET / FMCG brands ,GLOBALLY ALIGNED strategy ,COHERENT brand communication ,And FLAWLESS EXECUTION ,CHINA EVENT WEBSITE: THE LITTLE BLACK JACKET ,CHANEL JEWELRY GLOBAL SUB-SITE ,Majority of selected KOL has 100K+ fans on weibo. ,Fashion KOL ,周依YiZhou ,Fans: 451,230+ ,http://weibo.com/yizhoustudio ,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+ ,艾杉杉 ,Fans: 62,479+ ,http://weibo.com/candybomb ,http://weibo.com/echozhangwb ,刘小葵Sammy ,Fans: 272,599+ ,toni雌和尚 ,Fans: 115,156+ ,http://weibo.com/209099308 ,http://weibo.com/222851120 ,关昕 ,Fans: 354,798+ ,http://weibo.com/u/2490716581 ,江南BoyNam ,Fans: 593631+ ,常小辉 ,Fans: 165,460+ ,http://weibo.com/578557705 ,http://weibo.com/u/1843872915 ,Social SOV Monitoring Services ,Social Monitoring and Crisis Management Service ,Sales Management ,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 ,•,•,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 ,THANK YOU ! ,
