2015 Digital Communication ProposalBy Jan 19th AgendaToday’s Presenters
BabyNes Consumer Insights
BabyNes 2015 Annual Communication Strategy
BabyNes 2015 Launch Campaign Strategy
BabyNes 2015 Launch Campaign Tactics
Team Structure & ServiceToday’sPresenters章文渊 Wind
客户群副总监 Associate Group Account Director 林劼韵 Maggie
商务总监 Business Director 刘剑锋 Jason
市场研究经理 Research Manager赵聪翀 Nelson
执行副总裁&资深商务总监 Executive Vice President & GBD 秦立 Brian
高级商务经理 Senior Business ManagerConsumer InsightsBabyNesMost New Moms Are Post 80s&90sPost 80s generation has become the main part of new mom, accounting for over 80%.
Besides, post 90s generation also has stepped into the new phase of life, accounting for 6.4%.
To communicate to new mom more accurately, it is important to understand these two generations who are quite different from last generation.They Are The Most Helpless Mom In The WorldThey are anxious, the younger, the more anxiousMost new moms lack parenting knowledge, and they really worry about itAs the first generation who grew up after ‘one child’ policy, most post 80s do not have sister/brother from whom they could learn parenting experience, besides, they generally do not buy in the experience that their parents believe in. As a result, they could only rely on themselves.Positive emotion
Negative emotion80s Moms90s MomsSource：新一代“妈妈”孕育意识及习惯调研报告There Are 3 Types Of MomsThe Researcher—’My baby’ The faithful—’The baby’The Naturalist—’A baby’ “Every baby is unique. I’m the person most familiar with my baby, nobody can possibly know my baby better than myself”“Good experience from other moms can also be applied to my baby, there’s always something I can learn from others”“Don’t need to pay excessive attention. Free development is the best way. Come on, it’s just a baby!”There Are 3 Types Of MomsUsually full-time working moms， high education level
Heavy internet user, Like seeking scientific explanations for pros and cons of products
They want to be in control of everything
Believe every baby should be taken care of in a customized and special way
They are self-confident， making decisions through proactive researchLower position in company than the researcher or full time housewives
Believe that good experience from others can be simply applied on all babies, searching and analyzing more information is like a burden to them
Due to lack of experience and confidence, direct recommendation is much appreciated by them for decision making
Experts and trustful friends are usually the main influencers
Full time housewives or junior position in company
Not mentally ready for the mom’s role and Would like to leave day-to-day baby care to the baby's grandparents
Don’t actively use modern information channel – internet to seek information
They believe “freedom of play and development is good for baby”
They make decisions by themselves according to personal experiences or intuitionThe Researcher—’My baby’ The faithful—’The baby’The Naturalist—’A baby’ The Researcher makes up the majority population of mothers in tier 1 cities, followed by The Faithful.Core TA-The Key Decision Makers InsightAccording to the online research data， Mom is the unconditional decision maker of baby related product among over 90% family.Pregnant mom0-12 months kid’s mom12-36 months kid’s momExpect baby’s coming and well taken care of by the whole family
Know procedures of brewing milk powder, but have not really experienced the troublesome activity
Not entirely confident to be a qualified mom, worrying about the whole life with baby
Carefully make decision on baby, including brand of infant milk powderExperiencing the troublesome activity, brewing milk powder multiple times a day, even during midnight, therefore, they want the life be easier
Panic about everything about baby and worry about doing the wrong thing because of the lack of parenting knowledge and experience
Has been used to the life with a baby and be more familiar with how to breed baby
Be more confident about bringing up baby, especially on breeding baby
Get back to work entirely, facing pressure from both work and family, therefore, sometimes they want to have personal life, getting rid of pressure
High anxiety level Low anxiety level Core TA – The Key Decision Makers InsightsTrendy follower, willing to try new things without considering price.Germophobia, always cleaning up during milking processWorried anybody else can never take care of the baby properlyConcerned about her own personality would result to miss-treat on the babyAlways tangled up with bunch of choices, never know what to pickWhen the baby starts crying, the anxiety is rushing through the roofWish baby would not be so time-consuming so that they can still enjoy lifeEven if they are not able to breast feed, they still want the milk to be as close as possibleMeetings, hectic work makes them desperately want to free from all the triviaNew DadsBFFsPotential TA - The Influencers InsightsTech maniacs, highly interested in new technology
Hoping to unload the burden of their families, wives and themselvesPersonally went through the trouble of milking
Hope to get their friends back to the good old life
Get their best friend the best gift (probably personally used Nespresso before)BabyNes 2015 Annual Communication
StrategyManifestoBabyNes USP is all about “Time”To all the new parents, “time” is what they desperately care aboutA New Era is comingEvolving Nutrition – Baby growing period
Precision Feeding – Timing
Smart Service – 24/7 all around Raising a baby is very time consuming. With the arrival of the new born, they barely have any “Me – time” of themselves.BabyNes is an epic product in the industry , it will probably transform the feeding habit of the next generation. CHANGE THE TIME改变冲奶时代To the new moms: Change your life
To the new dads: Save you from the daily chaos
To the BFFs: Get your girl back to the good old lifeCHANGE THE TIMELaunch Campaign
StrategyBabyNes 2015 A Ground Breaking Product
CHANGE The Entire Generation’s Habitual Milking Methods JUST LIKE…iPhoneTeslaiPhone Changed The Communication ToolsiPhone reinvent the phone.Key Word：Revolutionary／Breakthrough
Highlight Point：High-Tech + A fantastic launch event 2007
iPhoneTwice as fast.
Half the price.2008
iPhone3GThe fastest, most powerful iPhone yet!2009
iPhone3GsThis changes everything.Again.2010
iPhone4It's the most amazing iPhone yet!2011
iPhone4sThe biggest thing to happen to iPhone.2012
iPhone5Introduce the new iPhone.2013
iPhone5s/5cBigger than bigger.2014
iPhone6From Smart Phone to iPhoneTesla Changed The Auto Power Sources From Fuel Vehicles to Electric Vehicles21/Apr CEO Elon Musk came China as first time.
09/May The car owner got free licence plates
for electric vehicles.
04/Jun Cooperated with CMBC to proposed the
installment payment business for Modle S.
11/Jun Cooperated with Yintai to build 40 Tesla
charging spaces.
12/Jun CEO posted a blog named ”All our patent
are belong to you”.
13/Jun Cooperated with SOHO China, and build 9
Tesla charging spaces in Wangjing SOHO.
20/Jun Signed an annual purchase order with JD.2014 Marketing RecordKey Word：
Revolutionary／Trend
Highlight Point：
Ingenious Marketing Skill
Leading Future DevelopmentLaunch Campaign ThemeLaunch Campaign Media StrategyMassive Impact on the market
Accurate Reach on the targeted group It’s a brand new category launch so we want the world to know
It will change the habitual milking concept, so we want those who with needs to knowMassive Impact on the market – TOM Awareness Big TA penetration site and app – Portal (Tencent ) , Video (Youku), Hero app
Impactful formats - Tencent AIO ,Youku Masthead , app loading picLaunch Campaign Media StrategyLaunch Campaign Media StrategyAccurate Reach on the targeted group - Find the right people, speak the right languageWyeth
Current
UserExploring mom-to-be
&
new momsThe RejectersThose who drank Wyeth MMP or
baby is accustomed to Wyeth productsPregnant women who yet to decide which brand to useThose why only takes import products or
Not convinced by Wyeth brand or
Baby is fully adapted to current brand Baby needs a new brand and mom is actively searching orLaunch Campaign Media StrategyAccurate Reach on the targeted group - Find the right people, speak the right languageWyeth
Current
UserExploring mom-to-be
&
new momsThe RejectersConsider as mass audience with awareness onlyEvaluation and Programmatic BuyWyeth CRMLaunch Campaign Media StrategyAccurate Reach on the targeted group - Find the right people, speak the right languageWyeth
Current
UserExploring mom-to-be
&
new momsThe RejectersCall CenterWechat & Weibo FansPackage InsertionMSGEC Existing ConsumerWyeth CRMLaunch Campaign Media StrategyAccurate Reach on the targeted group - Find the right people, speak the right languageExploring mom-to-be
&
new momsThe RejectersCelebrity endorsement360° embedment and cooperationDisplay ads on high affinity maternal verticals and appsSEM & SEODSPWyeth
Current
UserEvaluation and Programmatic BuyLaunch Campaign Media StrategyAccelerated by contentFueled by dataSEM
- Brand zoneSEM - keywordsSEOAwareness EvaluationAdvocacyMass AudienceCookie Targeting
Look alikeContent TargetingRe-targetingPortal Video site and hero app crazy adsCore Target ( user & explorer)EPR
BBSWeibo
Wechat
Vertical adsWeibo
Wechat
BBS“Change The Time”
Campaign ActivityLaunch Campaign
TacticsBabyNes 2015 Launch Campaign PhaseLaunch Campaign Phase - TeasingRaise Interests,Create social topicNo product exposure, only launch forecast celebrity banner ads and social sharing Maternal vertical Ads CTR / Social Buzz / on-site UVObjectiveHow ToMediaKPI范玮琪美籍华裔，1976年3月18日出生于美国俄亥俄州，中国台湾女歌手、演员、Love Life公益创始人
宝宝年龄
2子(0岁)
Angle: 接近母乳1986年9月12日，中国女演员、歌手、电视剧制片人。杨幂宝宝年龄
1女(1岁)
Angle: 精准可控1978年6月14日生于台湾省台北市，祖籍山东郯城，中国台湾主持人、歌手、演员徐熙娣（小S）宝宝年龄
3女(8岁、7岁、2岁)
Angle: 方便快捷Launch Campaign Phase - TeasingLaunch Campaign Phase - TeasingLaunch Campaign Phase - Launch Day Instant awareness explosion on the market Massive ads display to catch eyeball and Apple-style launch conference to create buzz Portal + Video + Maternal Vertical + hero app + social mediaImpression
On-site UV
Video View
Social Buzz
Baidu IndexObjectiveHow ToMediaKPILaunch Campaign Phase - Launch DayLaunch Campaign Phase - Launch DayLaunch Campaign Phase - Launch DayFor Reference OnlyLaunch Campaign Phase - Offline Activation Drive traffic to offline storeTake the advantage of women’s day fest to incentivize moms visit offline storeMaternal Vertical + maternal app LBS ads + DSPStore traffic ObjectiveHow ToMediaKPILaunch Campaign Phase - Second WeekObjectiveHow ToMedia Keep the launch heat and start deeper communicationLaunch the first viral video and compatible cartoon version.
Pre-set offline trial articles , EPR article and other contents on-air.Maternal Vertical + maternal app + DSP + social mediaKPIOn-site UV
Participants
Video View
Social Buzz
Baidu IndexLaunch Campaign Phase - Second Week白天是沉着优雅，调配精准的咖啡师
半夜是披头散发，毫无章法的泡奶工焦躁妈妈 & 新爸爸们 : 咖啡师vs泡奶工妄想症妈妈 :婆婆的秘密武器妈妈临出门前再三关照婆婆，一到喂奶的时间婆婆就戴上眼镜，拿出温度计、量杯、电子称等一大堆“武器”，调完奶还不放心给宝宝妈打了通电话。 处女座妈妈给宝宝冲奶的过程中，宝宝一直在哭闹，妈妈却忙着擦桌子上滴到的水，不小心打了个喷嚏还得把桌面都擦一遍，终于泡完奶了觉得奶瓶黏黏的还跑回去洗了下瓶身。粗心妈妈 妈妈在床上累倒了，小宝宝在摇篮里醒来，动来动去。6、7岁的哥哥跑去厨房，拿来小板凳摁一下按钮。给小宝宝拿来了一瓶奶。 And 4 more to come…时尚妈妈、纠结症妈妈、高品质生活妈妈、
传统妈妈一个白领妈妈的日历打开有3，4个会议，外加6个喂奶的闹钟。另一个沉着的妈妈打开手机只有会议邀请，没有一个喂奶闹钟。工作狂妈妈 : 白领妈妈的闹钟Launch Campaign Phase - Long TailObjectiveHow ToMediaSustain social volume, focus on sales conversion Performance driven channels as main entrance. Gradually launch the rest viral videos and compatible cartoon version. DSP + social mediaKPIOn-site UV
Social Buzz
Traffic to sales conversionLaunch Campaign RoadmapMaternal vertical + DSP+ app LBS ads
(call to action banner)Local Maternal BBS CDJLaunch Campaign Social ContentsLaunch Campaign Social ContentsDEMO-明星妈妈产品体验做了准妈妈后，
每天和度娘、论坛上演对手戏
曾经的电影台词、舞台剧本过目不忘
如今的育儿教学、母婴科普言帚忘笤
还好有了它，我可以
抚摸大肚陪宝宝聊天
而非，整日鼠标伴手。Launch Campaign Social ContentsDEMO-邀请函3.5.2015
Wish we could CHANGE THE“TIME”继瑞士、法国之后，中国是第三个售卖BABY NES的国家。12+配方奶粉，针对宝宝在成长不同时期的营养需求差异，因需而变，调整各营养素的含量和比例。胶囊式冲奶机智能调温，严格控制水源过滤，既让父母用的省心，也让宝宝喝的放心。DEMO-发布（官网、Social, Etc）Launch Campaign Social Contents@熊吉的米米 说“她们的宝宝才刚刚三个月，每天要吃5-6顿，白天一个人忙乎还凑合，晚上冲奶，整个人迷迷糊糊的，就怕万一刻度没把控好，温度没掌握好，好几次都想把工作了一天的老公叫醒，但最后还是放弃了。现在有了这个机器，方便多了，比自己摇出来的温度还要适合宝宝”Launch Campaign Social ContentsDEMO-体验采访DEMO-【宝宝口吻】产品评测Launch Campaign Social Contents有了BABYNES，
再也不用担心妈妈的学习了。Team Structure
& ServiceCCETeam StructureWind Zhang
Account DirectorJoyce Yao
Associate Account DirectorSenior Account ManagerSenior Account ExecutiveAccount ExecutiveFanghua Zhu
Web Art DirectorSenior Web DesignerSenior Web DesignerData Base administrator .NET Program
Development EngineerSenior Front-End
Web developerSEO SpecialistSenior System
Architect Senior Data Analysis
Engineer Jessie Gu
Advertising Recourses ManagerSenior Social
Media ExecutiveSenior Social ManagerKS Pan
Creative DirectorSenior Planning
ExecutivePlanning ExecutiveSenior CopyAccountWeb DesignProgram DevelopmentAdvertising
Recourses CreativeGrace Ge
Media Director Media Planning Manager Senior Buying ManagerSenior Data
AnalyzerWeb DesignerSenior EditorSocial Media
ExecutiveMaggie Lin
Business DirectorNelson Zhao
VPKimi xin
Program Development DirectorMediaServiceCCE SHù – CakE Shop
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