Siemens RF 2016 Freshness Campaign Final ReportMK-MAA, July. 2016
CAMPAIGN INTRODUCTIONBrand image
Market EducationMarket volume
EngagementBrief RecapSiemens RF promotion
Fresh concept recall
Product feature introduction 2016.5.16—6.23Period ￥6,245,406 BudgetBuild digital assets
Brand concept123ContentVolumeObjectCampaign Introduction When fresh continues to live every moment, life will no longer be boring; when workmanship deduce exciting, scientific and technological innovation can inspire more life inspiration.
Continue to live for a long time preservation of fresh attitude, Siemens HA in the summer to "fresh start from Siemens refrigerator" claims, initiated the Siemens refrigerator section digital marketing activities, let people feel the Siemens refrigerators bring fresh air from the life of the party.Communication StrategyBrand concept
let people feel the Siemens refrigerators bring fresh air from the life of the party.PCMobDifferent content on different platform, based on user behaviorsInteractive experience
USP of all the productsPCMobCommunication strategyDifferent platform with different strategy, Enhance communication efficiency.Web portals and high TGI media
Key audiencesContent structureMedia Fresh contentMedia depth content新鲜从西门子冰箱开始
Fresh Starts from Siemens RFPhase 1
04.27—05.16SocialPhase 2
05.16—06.23Warm-up PostersInfluencer - H5 PromotionFresh food with Siemens RF Recipe collectionPremium ads for H5 Campaign PhasePhase 3
06.01—06.20Fresh DJ audioTA traffic to H5Influencer - Traffic to ECBenlaiMedia adsHaodouNeteaseProgrammatic BuyAim at core target audiences by precision adsBrand Campaign Budget AllocationCampaign ScheduleOfficial MobMedia CooperationE-commerceDigital Ads MobSocialSearch4.276.23Mobile interactive siteNetease—Media contentProgrammatic TA trafficMedia Ads/Programmatic targeting to interactive siteOffical wechat / Influencer wechat/weibo Campaign keywordshaodou—Media content本来生活—Media content5.166.186.01Digital Communication Flow Performance IPINYOU‘s data is provided by admaster, others are provided by mediaAll data are provided by Admaster
本来生活 data is provided by mediaMob H5's date is provided by Admaster
Media content page‘s data is provided by Media,Mob H5's date is provided by Admaster, others are provided by media
Campaign Structure & Performance SummaryOnline adsSocial Media
Cost￥1,160,000
2,659,813 actions
288,006 cloud music fresh songs play 2,017 Comments for Haodou fresh topic10,071article reads on wechatH5 PerformanceMedia content1,192,021 page view
1,042,295 Visitor
CPV： ￥ 2.99
Bounce Rate: 69.62%
Participants: 186,715
Share: 6,7883,459,605 total page view48%Budget allocation32%826,366,710 total impression6,023,081 total ClickCTR 0.73% CPC 0.84 5,059,215 total costWeChat
2,591,313 Interaction
145% Achievement
CPA: ￥0.41Weibo
68,500 Interaction
116% Achievement
CPA: ￥2.08Digital MaterialWarm-up PostersGIF Images1.Homepage2.Tips page3.Game page4.Result page5. Select platform6.Coupon page10. Ranking pageOfficial H5 Mini-site*Data source: Admaster Monitoring System, May 18 ~ Jun 23Scan to join the gameOfficial Mini-site Performance SummaryStep 1：HomepageStep 2： Game pageStep 3：Result pageStep 4：Ranking pageStep 5：Select platformStep 6：Coupon page33.77%60.21%49.99%18.07%19.67%Bounce rate:Official Mini-site – Bounce RateFinish the gameShare the game: 6,788*Tmall not included*Data source: Admaster Monitoring System, May 18 ~ Jun 23Official Mini-site – Overall PerformanceOfficial Mini-site – EC ButtonTotal: 20,159Total: 12,873*Tmall coupon can not be detectedLogo ButtonCoupon ButtonOfficial Mini-site – EC TrafficRemark:
Users can only copy the words to get Tmall couponsOfficial Mini-site – EC CouponsE-Commerce TrafficYoukuOfficial H5Media ContentMedia Content OverviewSpecial PagePV:752,512
UV:717,290
UGC:1,024
Like:10,019H5CostEffectMediaSpecial Page
Mob&PC ContentAds Effect￥1,000,000￥130,000￥604,800PV:160,024
UV:145,467
Play:288,006PV:2,547,069
UV:861,540Imp:162,182,788
Click:870,322
CPC:￥0.56Imp:21,658,444
Click:177,772
CPC:￥0.73Imp:7,607,134
Click:459,464
CPC:￥2.18Haodou.com
NetEase Cloud MusicProvide by MediaSoft Content – NetEase Cloud MusicNeteast H5入口图推荐页第二帧焦点图Imp:21,658,444
Click:177,772PV:160,024
UV:145,467
Audio Play:288,006Soft Content – Haodou.comhttp://m.haodou.com/app/recipe/act/ximenzi.php 开屏首焦轮播Imp:162,182,788
Click:870,322PV:752,512
UV:717,290UGC:1,024
Like:10,019Soft Content – Benlai.com* Data provided by MediaImp: 7,607,134 Click:459,464Social MarketingSocial Content SummaryPerformanceTimelineWarm-up PostersInfluencer - Traffic to ECWechat InteractionWeibo InteractionH5 PromotionInfluencer - H5 PromotionInfluencer - Warm-up posters & InteractionSuper WeChat Influencer Content CooperationSustainOfficial Wechat - Warm-upGIF PostersRead: 1,106 Forward: 104 Like: 11 Total:1,221Official Wechat - LaunchH5 LaunchRead: 2,808 Forward: 192 Like: 16 Total:3,016Official Wechat - InteractionFollowers send out a song related with food, then receive an RF EC coupon. Read: 617 Forward: 10 Like: 4 Total:645Official Wechat - InteractionFollower InteractionsTotal UGC:229Official Wechat - SustainSummer TipsRead: 1,115 Forward: 70 Like: 10 Total:1,195Wechat – Content Influencer CooperationSuper Influencer – 胡辛束Read: 73,704 Forward: 1,821 Like: 506 Total:76,031 CPA: 1.05http://mp.weixin.qq.com/s?__biz=MjM5NTk1MzMxMg==&mid=2650972973&idx=1&sn=4fb7c96461c2277265af1d238bc86096&scene=4#wechat_redirect Super Influencer – 杜绍斐 （互动篇）Read: 162,894 Forward: 2,102 Like: 344 Total:165,340 CPA: 1.06http://mp.weixin.qq.com/s?__biz=MzAxMDI4ODIyNg==&mid=2723043077&idx=1&sn=56b165dd41561890b2b3d5fdf6dc2f65&scene=0#wechat_redirect Wechat – Content Influencer CooperationSuper Influencer – 杜绍斐 （UGC篇）Read: 178,381 Forward: 1,171 Like: 343 Total:179,895 CPA: 0.97Wechat – Content Influencer Cooperationhttp://mp.weixin.qq.com/s?__biz=MzAxMDI4ODIyNg==&mid=2723043145&idx=1&sn=8702c0c04fface2fa0f554e44e9e4305&scene=0#wechat_redirect Super Influencer – 美食台Read: 158,434 Forward: 3,353 Like: 1,304 Total:163,091 CPA: 0.55Wechat – Content Influencer Cooperationhttp://mp.weixin.qq.com/s?__biz=MzI5MjA1MTMxNA==&mid=2654853578&idx=1&sn=2cdcae6b36f7678b1f0673a9f7bc5db9&scene=1&srcid=062067X7SyD0FUrNOXUL9BiK Content Influencer – 美食台Wechat – Content Influencer Cooperationhttp://www.miaopai.com/show/rjVIbwxA4ZfaqfeVRQRFWA__.htmhttp://v.qq.com/x/cover/br17f4f7akjm3cb.html?vid=f0307uh1qdvView: 1,567,000 View: 137,000Total View: 1,720,748http://v.youku.com/v_show/id_XMTYxMTM1ODY0OA==.html?from=s1.8-1-1.2 View: 16,748Wechat – Spreading Influencer H5 PromotionRead: 1,323,144 Forward: 17,820 Like: 6,435 Total:1,347,399 Influencer:18 CPA: 0.28Drive to EC PlatformRead: 642,007 Forward: 8,683 Like: 2,790 Total:653,480 Influencer:8 CPA: 0.27Wechat – Spreading Influencer Wechat – Social ListeningSuper Influencer CommentsGif PostersForward: 82 Comment: 56 Like: 14 Total:152Official Weibo – Gif PostersOfficial Weibo - Interaction Netizens were invited to share the method of keeping life fresh, lucky ones won a gift.Forward: 21,063 Comment: 4,404 Like: 70 Total: 25,537Weibo Interaction - UGC#保持生活的新鲜感#Total UGC: 1,000+Official Weibo - LaunchH5 LaunchForward: 39 Comment: 18 Like: 8 Total:65Weibo – Spreading Influencer Weibo InteractionForward: 16,966 Comment: 12,625 Like: 13,124 Total:42,715 Influencer:4 CPA:2.08Weibo – Social ListeningWeibo Interaction CommentsOnline Media adsMedia Performance SummaryMedia ContentE-ComMob H5Cost: ￥1,006,447.5
Imp: 340,056,052
Click: 2,090,001
CPC: ￥0.49
CTR: 0.61%Cost: ￥1,734,800
Imp: 191,448,366
Click: 1,507,558
CPC: ￥1.15
CTR: 0.79%Cost: ￥2,317,967.53
Imp: 294,862,292
Click: 2,425,522
CPC: ￥0.96
CTR: 0.82%Online Media OverviewSummary
All data compare with KPI has greatly improved and performed wellNetease take the highest cots among all media, almost 24%
360DSP-EC contributed the most impression，almost 36%; and contributed the highest Click among all media, almost 30%Media Overview PerformanceMedia PerformanceAll media have over finished the estimated performance
Click%：360DSP-EC has the best performance100%Media Performance-Minisite Mob CPC： Tencent has the best effect
CTR： Jiemian has the best effectMinisite traffic sourceLanding Rate： All media has completed the estimate except Tencent.
CPL(Cost per landing):Tencent & 360DSP-H5 has the best performance
Mob above the line is good Media Position Top10 Landing Traffic30%SEM Performance-Minisite Mob CPC： Baidu SEM has better effect
CTR： 360 SEM has better effect, since traffic is much less which leads to higher bidding and higher CTR.Product wordsCommon wordsSubject wordsBranding wordsE-com PerformanceCampaign Performance SummaryCost： ¥1,006,448 340M+ imp 2.09M+ click
0.61% CTR ¥0.48 CPCOverallSuningGomeTmallJD
¥347,079 cost
100 M+ imp
657,568 click
0.65% CTR
¥0.53 CPC
¥102,604 cost
41M+ imp
152,659 click
0.36% CTR
¥0.67 CPC
¥208,584 cost
59M+ imp
321,735 click
0.54% CTR
¥0.65 CPC
¥348,181 cost
137M+imp
958,039 click
0.70% CTR
¥0.36 CPC
Impression achievement 137% to 4 platform.
Click achievement 203% to 4 platform.Media Overview PerformanceJD contributed the most impression, almost 40%; and contributed the highest Click among all platform, almost 46%30%31%Media Overview2015 KPISummarize
The data compare with KPI has completed well.Suning—Media PerformancePeriod：6.1-6.20
Total Cost： ¥347,079
Total Click： 657,568 （est. 360,341）
CPC： ¥ 0.53
CTR：0.65%Cost： ¥244,248
Imp： 61,533,150
Click： 537,860
（achievement：209%）
CPC： ¥0.45
CTR： 0.87%Cost： ¥102,831
Imp： 39,454,778
Click： 119,708
（achievement：116%）
CPC： ¥0.86
CTR： 0.30%Both platform is beyond estimated performance
Click achievement 182% to Suning platform.Suning platform summaryCost%Gome—Media PerformancePeriod：6.7-6.15
Total Cost： ¥102,604
Total Click： 152,659 （est. 102,956 ）
CPC： ¥ 0.67
CTR：0.36%Cost： ¥72,177
Imp： 22,513,563
Click： 108,351
（achievement：147%）
CPC： ¥0.67
CTR： 0.48%Cost： ¥30,427
Imp： 19,316,826
Click： 44,308
（achievement：150%）
CPC： ¥0.69
CTR： 0.23%Both platform is beyond estimated performance
Click achievement 148% to Gome platform.Gome
platform summaryCost%Tmall—Media PerformancePeriod：6.1-6.20
Total Cost： ¥208,584
Total Click： 321,735 （est. 205,909 ）
CPC： ¥ 0.65
CTR：0.54%Cost： ¥147,541
Imp： 31,282,626
Click： 235,341
（achievement：160%）
CPC： ¥0.63
CTR： 0.75%Cost： ¥61,043
Imp： 28,249,155
Click： 86,394
（achievement：146%）
CPC： ¥0.71
CTR： 0.31%Both platform is beyond estimated performance
Click achievement 156% to Tmall platform.Tmall
platform summaryCost%JD—Media PerformancePeriod：6.1-6.20
Total Cost： ¥348,181
Total Click： 958,039 （est. 360,341 ）
CPC： ¥ 0.36
CTR：0.70%Cost： ¥245,705
Imp： 77,039,134
Click： 765,097
（achievement：297%）
CPC： ¥0.32
CTR： 0.99%Cost： ¥102,475
Imp： 60,666,820
Click： 192,942
（achievement：187%）
CPC： ¥0.53
CTR： 0.32%Both platform is beyond estimated performance
Click achievement 266% to JD platform.JD
platform summaryCost%Media PerformancePCMobCostImpClickCostImpClickTA analysis-360DSPMedia Tag-PCMedia Tag-MobRegion TagConclusion:Interest Tag：
Home appliance、Decoration、Household life etcThe delivery spend 60% of the budget on top 10 province；The PC and Mob site spend over 56% of budget on top 10 media which is more high-quality.TA analysis-iPinyouMedia Tag-PCMedia Tag-MobRegion TagConclusion:Interest Tag：
The real estate, digital , Home appliance, Household life etcThe delivery spend 60% of the budget on top 10 province；The PC and Mob site spend over 54% of budget on top 10 media which is more high-quality.Ad ScreenshotScreenshots-Portal Ads Banner—H5QQ Music新闻客户端-组图最后一帧广告R (1/4)新闻客户端-微信新闻插件-内容页底部大图QQ音乐移动端-音乐馆底部BannerTencent News AppScreenshots-App Banner—H5首页焦点图自左往右第6位界面Screenshots-Portal Ads Banner—H5启动画面（静态可点击）（1/5轮替）头条栏目-->第4&17条图文信息流（1/6轮替）数码栏目-->第4条图文信息流Neteast News App科技+手机+数码栏目
第4条图文信息流娱乐栏目-->顶部通栏娱乐栏目
第二帧焦点图（1/1轮替）首页
顶部通栏（1/3轮替）首页
第六帧焦点图（1/1轮替）1234Neteast News Wap PageScreenshots-Portal Ads Banner—H52143Screenshots-Adnetwork Ads Banner—H5DSP-网易新闻客户端信息流DSP-360影视大全Screenshots-Food Media-Media Content好豆APP 首页焦点图好豆APP 开机大图Screenshots-Fresh media-Media Content本来生活APP 首页焦点本来生活PC 首页焦点&顶部通栏Screenshots-Music media-Media Content网易云音乐—首页焦点Screenshots-Ecommerce traffic ads360DSP-ZOLPinyou-NOW财经Pinyou-NeteaseOwned Media ExposureOfficial Websitehttp://www.siemens-home.cn/discover-siemens/press-corner/press-reports/pressrelease-1728#main-contentMob - Homepage KVPress ReleaseOfficial Social PlatformsYouku URL:
http://tvs.youku.com/siemenshomeDoubanDouban URL:
http://site.douban.com/siemenshome/Weibo URL:
http://weibo.com/siemenshomeWeiboYoukuPress ReleaseURL:
http://ad.163.com/16/0527/17/BO3DJSH30001125P.html
NeteaseURL: http://jd.zol.com.cn/585/5855184.html
ZOLURL:
http://dh.yesky.com/17/102761017.shtmlYeskyURL: http://family.pconline.com.cn/796/7962384.html
PConlineThank you
