2015 S-26 Social Communication
&
Q2 Campaign ProposalBy Feb 10th AgendaToday’s Presenters
Consumer Insight
S-26 Competitor Study
S-26 2015 Social Communication Idea
S-26 2015 Social Strategy
S-26 2015 Social Content Q1- Q3
Team StructureToday’s Presenters赵聪翀 Nelson
执行副总裁&资深商务总监 Executive Vice President & GBD 林劼韵 Maggie
商务总监 Business Director 刘剑锋 Jason
市场研究经理 Research Manager傅蕾 Tequi
社会化营销经理 Social Marketing ManagerConsumer InsightMom is the undoubtedly core TA of Infant ProductWho is the decision maker on consumption related to baby in your family?Decided by mother
Decided by father
Decided by elder relatives
Decided by maternity matronCurrent typical family structure is ‘6+1’(6 adults and 1 baby), baby is the center of the family which influences family consumption heavily
According to research, mom is the unconditional decision maker of baby related consumptionSource：新一代“妈妈”孕育意识及习惯调研报告Majority of New Moms Are Consist Of Post 80s&90sPost 80s & 90s generation have become the main part of new mom, accounting for over 90%.
To communicate to new mom more accurately, it is important to understand these two generations who are commonly agreed to be quite different from last generation.Source：新一代“妈妈”孕育意识及习惯调研报告Fundamental Expectation on the babyWhat, the most, do you want your baby have during their babyhood?Healthy body
Happy childhood
Wealthy life
Good education
Physical health is the basic and first expectation that mom has on baby’s development across all age groupsSource：新一代“妈妈”孕育意识及习惯调研报告Post 80s&90s care more on baby’s mental development than last generation momsSource：新一代“妈妈”孕育意识及习惯调研报告Do you agree with the point of view, ‘do not let child lose at the starting line? It depends
Agree
Disagree
60后、70后、80后母亲育儿观念有何不同
Although there are 17.9% moms show negative attitude towards the point of view, ‘do not let child lose at the starting line’, most part of moms are concerned about the competition their child will face in the future, which can be told from the phenomenon, ‘school district housing’
Post 80s and 90s mom generally have higher education level and face fiercer competition than last two generation, therefore, they have an upgraded expectation on baby - healthy mental development
As a result, current mom care not only about score, but more broadly. As a reflection of this mindset, mom show their attention on baby’s learning ability, that’s why there are diversified types of Interest Classes, even social ability class for babyCCE Listening Conducted a Mini Qualitative Study To Understand new mom moreMethodology: In-depth interview
City coverage: shanghai
Sample size: 3 interviews, cover post 70s, 80s and 90s momsRespondent profile
Have a baby within 1-6 y.o.
Monthly household income: RMB 9000+
Mix user of Wyeth S-26 and key competitors
Include moms who purchase IMF from different channels, exclude those who mostly rely on oversea channel
Exclude rejector of WyethDiscussion flownutrition needs and & baby feeding habit IMF purchase process & channelsUsage of digital device and internetTo understand the nutrition needs and feeding routine
To explore mom’s mindset of taking care of baby, as well as their parental value and expectation towards their babyTo portrait decision making process and identify influential factors
To find out how different influential factors, especially WOM, influence moms’ decision in different decision making phasesTo understand mom’s habit of using digital device and how it changed during pregnant period
To understand how internet has been utilized during decision making process Post 70s, 80s & 90s moms show differences on mindset of parenting Age: 30 y.o.
Profession: Manager in foreign company
Education level: Postgraduate
Kid’s age: 2 y.o.
Brand of IMF: WyethAge: 25
Profession: Admin in local company
Education level: Undergraduate
Kid’s age: 1 y.o.
Brand of IMF: DumexAge: 39 y.o.
Profession: Admin in local company
Education level: College
Kid’s age: 1 y.o.
Brand of IMF: AbbottProactively search parenting knowledge online and offline to find the way that is considered to be most suitable to babyPay much attention on baby’s intelligence development and believe in scientific methodology Heavy user of internet, follow online experienced moms’ sharing, actively find answer to baby related problem onlineCare baby’s learning ability, keen on sharing baby’s each step of growth online Rely more on friends around who have experience, believe more in real case besides her
Compared to other two moms, care more on baby’s body health because of late childbirthMoms’ mindset towards IMF CategorySafety and digestion are agreed to be the fundamental requirement to IMF category, which can be told from Wyeth data
Although learning skill is considered to be an important consideration factor, moms do not think this need has been well satisfied by current product
Currently, moms believe that improving baby’s learning ability relies more on scientific and systematic early education, but less on infant milk powder
“现在孩子很小就开始去早教班了，我小孩6个多月我就送去了，现在快两岁了，会背三字经，还会哼简单的英文歌，去了那里明显学习能力比我身边朋友没去早教班的小孩强不少。
—80 后妈妈”WOM is the most important when making decisionAccording to Wyeth data, WOM is the most important factor that influences moms’ decision on IMF brand, which is also consistent to the finding of Listening “我会去论坛还有淘宝这些地方，看不同妈妈对奶粉的一些评价，我主要看一些负面评价，这样我就可以规避掉一些品牌，最后综合各方面信息，我选了现在的这个牌子—80 后妈妈”
“我有个亲戚，比我早生一年多，她说这个牌子不错，小孩喝了挺好的，她宝宝也挺健康可爱的，我觉得应该没什么我就也用了这个牌子—70 后妈妈” Moms’ Digital Habit Decrease the time of using digital device during pregnancy
worry the harm of electromagnetic radiation from digital deviceIncrease the frequency of using mobile device once being pregnant
can hardly afford to sit still for a long time in front of PC during pregnancy
time is fragmented because of baby, mobile device is popular because of its mobility ‘dying’ to share all baby related stuff online
keep posting pic and video of their baby in wechat, wont miss any moment
be interested in anything that related to baby & parenting, and like sharing that online so that to benefit friends around Consumer Insights RecapPost 80s & 90s generation
Fundamental needs : Physical health ; Advanced Needs : Mental health
IMF must meet basic needs(health and intelligence), but learning ability considered be from early education
WOM is the most important influencing factor from online to offline
Pregnant women and new moms tend to use mobiles more than PC
All moms are eager to shareS-26 Competitor StudyKey Competitor communication point learning小脑袋全面发展
智动情语 大器早成
The highest level of DHA
More digestible
Absorb easily天然营养小分子
宝宝肠胃好吸收
Honor of Royal Dutch
100% Imported
Inner heat free and easy digestion精确益子 均衡营养
100% Imported from Europe
Tailor-made formula
for Chinese Baby亲和体质 宛如天赐
Protect well
Learn fast
Absorb easilyS-26 USP
Lead in Science
Brain
Learning
Well PerformanceDHA胆碱叶黄素Commonality: Inner heat free／Natural ／DigestionKey Competitor Baidu IndexMead Johnson ranks #1，Wyeth is on-par with Friso, Dumex.Data source: 百度指数 2014.1 -2015.1Key Learning：
1）Wyeth maintains a very stable curve, unlike our competitors with evident peak.
2）Celebrity effect and program sponsorship will enormously lift-up search index.
3）Friso rose from #4 to #2, it kept a year-long communication focusing on ONE selling point through out all
platform and dug deep.19082393192718951601移动端PC端移动端和PC端占比不同年龄段移动网民分布占比中国移动互联网用户
平均每天接触媒体有效时间
5.8小时80、90后移动网民占比高达
76.9%Data source：
2014年中国移动互联网用户行为研究报告Data source:
百度指数 2014.1 -2015.1TA has the tendency to be more mobile-orientedProgram Sponsorship and Celebrity Effect
Focus on USP and keep communicating
Shift from PC to mobileWhat Can We Learn From Key Competitor最强小大脑
S-26 Formula
Mobile social networkImplicationReflectionS-26 2015 Social Communication IdeaManifesto妈妈都希望宝宝赢在起跑线上
“量”的改变 — 宝宝体格的发育每一天都能看见
但是...
妈妈们进阶对于“质”的变化 — 宝贝智力的飞跃
却无法度量、无法预测惠氏金装S-26智学因子 配方，让您的宝宝发生智变，轻松成为智宝 惠氏金装S-26告诉妈妈们，量度宝宝智力发育的标准是：语言、视觉、认知记忆TMS-26 2015 Social StrategyTA segmentation Wyeth
Current
UserExploring mom-to-be
&
new momsThe RejectersWyeth customers
(baby is accustomed to Wyeth products)Pregnant women who yet to decide which brand to useorBaby needs a new brand and mom is actively searching Those why only takes import products or
Not convinced by Wyeth brand or
Baby is fully adapted to current brand Wyeth
Current
UserExploring mom-to-be
&
new momsThe RejectersWyeth CRMSocial ApproachConsider as mass audience with awareness only TA segmentation WOM is the most important attribution when making purchase decision ( * Brand 2013 U&A study) ImportanceBrand OwnedKOL网上的妈妈身边的妈妈线上育儿专家/医生Paid co-operationSocial TransformInfluencer FactorsUn-promptedS-26 2015 Social StrategySocial CRMTurn current users into influencers via CRM data mining
Recruit new TA via series of high relevancy co-operation and iWOMKey Platform - Brand New Wechat Account Official
Campaign 一个让宝宝智变的账号S-26 2015 Social Strategy — Social CRMS-26 2015 Social Strategy — Social CRM Turn Current User into Influencer via CRM data mining智变优惠券Mama Club Existing FansEC Existing PurchaserLeads acquisition from
previous campaigns滴滴专车
免费婴儿体检活动S-26 2015 Social Strategy — Social CRMRecruit new TA via high-relevancy co-op宝宝教育机构奶粉购买或者免费体验券机构合作
智学宝宝天才营智变优惠S-26 2015 Social Strategy — Social CRMRecruit new TA via high-relevancy co-opQ1 最强小大脑Q2 惠氏宝宝智变时刻 Q3 大脑智慧蓝图 领先智学表现领先智学配方领先智学合作品牌方制造内容吸引消费者关注品牌天才营独家
智变优惠券智宝智学开发智宝智变展示全年持续沟通持续招募新粉丝
消费者信息收集粉丝转发智宝内容/UGC智宝内容
吸引更多人成为S-26粉丝定期推送智学内容
吸引非粉丝但是希望宝宝学习力增长的TAS-26 2015 Social Strategy — Social CRMRecruit new TA via iWOM智宝智变论坛育儿专家、达人/医生坐堂开课
惠氏粉丝讨论，吸引非粉丝加入S-26 2015 Social Content - Q1Q1 PhaseAprJunJulMayAugSepOctQ1 领先智学表现Q2 领先智学配方Q3 领先智学合作ObjectiveBrand ActivationRegular ContentSocial CRMKPIS-26智学表现AwarenessOnline Program : 最强小大脑最强小大脑 news/topics/fun clips/BTS social posts and push msgLaunch 惠氏智宝天才营 wechat account
Q1 content publish
Launch 天才营 co-operation惠氏智宝天才营fans
Social Buzz
viral video view times
Search Index以viral video形式，结合“最强”的概念，形象的表达出智宝超凡的学习能力，宝宝可爱的形象也有助于社交平台散播强势宣传最强小大脑台前幕后S-26 2015 Social Content Idea - Q1 领先智学表现Video I 说得早 - 最强马屁精（宝宝喝着奶，妈妈再和他进行快问快答）
妈妈：喜欢爸爸还是喜欢妈妈？
宝宝；爸～爸
妈妈：（不死心）喜欢妈妈还是喜欢爸爸？
宝宝：Ma…爸～爸～
妈妈：（很受伤）那你不喜欢爸爸还是妈妈？
宝宝：B…B…B…妈妈！
妈妈：（手上拿着玩具勾引）现在呢？喜欢爸爸还是妈妈？
宝宝：（轻声）妈妈……（摇头）爸爸！S-26 2015 Social Content Idea - Q1 领先智学表现Video 2 看得懂 - 最强电动小马达（宝宝穿着婴儿服，手里拿着奶瓶）
电视里放得是【小黄人】电影
宝宝跟着小黄人一起做表情
吐舌头
扭屁股S-26 2015 Social Content Idea - Q1 领先智学表现Video 3 学得快 - 最强小脑洞（宝宝在喝奶，妈妈给她进行饭前教育）
妈妈：跟我读 白日依山尽
宝宝；白…日…依…商…尽…
妈妈：黄河入海流
宝宝：黄…河…路…海…牛…
妈妈：欲穷千里目
宝宝：（喝奶 打嗝）我要看巧虎！S-26 2015 Social Content - Q2Q2 PhaseAprJunJulMayAugSepOctQ1 领先智学表现Q2 领先智学配方Q3 领先智学合作ObjectiveBrand ActivationRegular ContentSocial CRMKPIS-26智学配方Concept Social Awareness微信朋友圈广告Regular Content Retaining惠氏智宝天才营Retaining
天才营 traffic evaluation and optimization
S-26 Formula 智变时刻 Viral Video Launch惠氏智宝天才营fans
Social Buzz
viral video view times
Search Indexviral video主打S-26三大智学因子主推当季活动风趣幽默的图文内容S-26 2015 Social Content Idea - Q2 微信广告2015年1月，微信广告席卷朋友圈BMW
越是期待已久，悦是如期而至。OPPO
至美一拍，纪录看得见的幸福。Nike Women
美丽与勇敢，霸气与优雅，我们一起较劲、尽兴，一起让运动变成美。这是我们对你的邀请。Cocacola
团圆年味，就要可口可乐。Dior迪奥
So Miss, So Dior凯迪拉克
第一次，与独具风范的你，在这里相遇。vivo智能手机
乐享极智，向音乐致敬。与你一起，认真对待每一段音乐。长安福特福瑞斯
走过好多地方，依然好不过回家。S-26 2015 Social Content Idea - Q2 微信广告朋友圈广告main ending actionsNike Women
加微信账号Dior
60s TVCOPPO
参与抽奖S-26 2015 Social Content Idea - Q2 微信广告智变时刻 妈妈最好的礼物S-26 2015 Social Content Idea - Q2 微信广告惠氏S-26微信广告Demo第一次，说爱你Only for referenceS-26 2015 Social Content Idea - Q2 微信广告惠氏S-26微信广告DemoOnly for referenceS-26 2015 Social Content Idea - Q2 微信广告惠氏S-26微信广告DemoOnly for referenceS-26 2015 Social Content Idea - Q2 微信广告Campaign landing page - 上传宝宝智变时刻扫一扫
加入惠氏智宝天才营
上传视频宝宝智变时刻viral video上传宝宝智变时刻视频
最新接口可直接调用
微信8秒小视频更多智变宝宝视频分享至朋友圈分享智变视频智变时刻 妈妈最好的礼物Only for referenceS-26 2015 Social Content Idea - Q2 领先智学配方S-26智学因子 Viral Video
史上最强三角关系TMS-26 2015 Social Content Idea - Q2 领先智学配方飞碟说 - 史上最强车险S-26 2015 Social Content Idea - Q2 领先智学配方参加个活动，非要@三位好友？
为什么不是4位，5位，6位呢？今天就来讲讲“3”的大千世界“3” 拥有惊人的爆发力最稳固的形状是3角形
是几千年前古埃及的金字塔，
是几万公里外的法国埃菲尔铁塔，就连天天堵车堵到心塞的
大裤衩也是三角形结构最色彩的颜色是3原色
3原色是所有缤纷色彩的基础。
它填满了所有的幻想，世界因它而美丽~最厉害的女人是小3
她不一定美过西施，
但只要她一出现，
爱情就没有先来后到。最聪明的3是？S26智学因子3元素
S26智学因子，独特3元素（DHA、胆碱、叶黄素），传承3的独特基因，完美3角结构，支持宝宝大脑发育S-26 2015 Social Content Idea - Q2 领先智学配方假如宝宝也用微信S-26 2015 Social Content Idea - Q2 领先智学配方Facebook - 我不是我爹妈亲生的Facebook - 如果我的狗会发短信S-26 2015 Social Content Idea - Q2 领先智学配方妈妈：宝贝，你几号出生的？
宝宝；妈，你又咋了，就不能长点脑子吗
宝宝：4月1号
妈妈：原来那天不是在跟我开玩笑啊
宝宝：再！见！
妈妈：不对呀，你记忆力怎么比我好啊？
妈妈：我想静静地喝杯白开水S-26 2015 Social Content Idea - Q2 领先智学配方妈妈：宝贝，鼻子长长的是什么动物
宝宝：大象
妈妈：乖宝宝~眼睛红红的是什么动物呢
宝宝：兔子
妈妈：那吃完就睡的是什么动物
宝宝：你
妈妈：……
妈妈：从明天起，你的奶粉减半！！！S-26 2015 Social Content Idea - Q2 领先智学配方妈妈：宝贝，找你妹我玩不下去了
宝宝：左边第三个，裙子的隔壁
妈妈：宝贝，那飞机在哪？
宝宝：妈，你就不能偶尔也靠靠自己吗
妈妈：你眼力好嘛
宝宝：我觉得有必要去医院确认下，你真的是我亲妈吗？S-26 2015 Social Content Idea - Q2 领先智学配方穿越时空的智变S-26 2015 Social Content Idea - Q2 领先智学配方Virgin AirlineS-26 2015 Social Content Idea - Q2 领先智学配方标题：【小道消息】他们来了后，大牌演员纷纷宣布要退出演艺圈去生娃！概述：他们散落世界各地，有的人是心算神童，有的人是找茬神童，有的人是记忆神童…….直到有一天他们收到快递小哥送来的包裹：惠氏金装奶粉。打开奶粉的瞬间纷纷降落到神秘的片场。《奔跑吧！宝宝！》《让宝宝飞》《迷你时代》《萌娃联盟》S-26 2015 Social Content - Q3Q3 PhaseAprJunJulMayAugSepOctQ1 领先智学表现Q2 领先智学配方Q3 领先智学合作ObjectiveBrand ActivationRegular ContentSocial CRMS-26智学合作Awareness脑图计划Global content localization and social enlargement惠氏智宝天才营Retaining
天才营 data mapping with CRM pool and retargeting
Viral graphic content with scientific approach KPI惠氏智宝天才营fans
Social Buzz
viral video view times
Search Index— Social CRM主推脑图计划活动优惠以插画形式，与科学家，历史人物串联，体现惠氏百年，S-26专家研制科学配方优势S-26 2015 Social Content Idea - Q3 领先智学合作一档“故”人秀选秀节目S-26 2015 Social Content Idea - Q3 领先智学合作顾爷 — 平面设计师，艺术爱好者，网络大红人New Balance英国旅游局阿里去啊ChaumetS-26 2015 Social Content Idea - Q3 领先智学合作了解我的朋友都知道平时我做爱画画的事，扯蛋蛋的伤，几乎不太看电视。
所以每周聚会，他们总打着给我普及知识的幌子和我大聊这周的热播剧，综艺节目等。
我从不忍心戳穿他们的谎言，因为他们的优越感和周末独播剧场的黄金档一样，每周一次，一次2小时。S-26 2015 Social Content Idea - Q3 领先智学合作上周聚会，他们居然开始吐槽曾经捧在手心里的选秀节目。
怒吼着节目上的他是大山里走出来的穷孩子，微博一搜却是大奔里迈出来的富公子；
咆哮着节目上的她是集人间苦寒惨的苦娃子，百度一看却是集大牌随便买的臭婊子；
…
突然，我感觉只有那一刻在餐桌前我们才是平起平座的，之前我都是蹲。着。用。餐。S-26 2015 Social Content Idea - Q3 领先智学合作可那一晚回到家，我做了一个梦。S-26 2015 Social Content Idea - Q3 领先智学合作我坐在观众席上，旁边其他人竟是这样的…S-26 2015 Social Content Idea - Q3 领先智学合作我知道我应该是穿越了，因为最近的独播剧都是这些狗血故事。
他车子一撞，变成清朝人了…
她大门一开，变成日本人了…
我眼睛一闭，变成欧洲人了…S-26 2015 Social Content Idea - Q3 领先智学合作在我还窃喜着自己冲出亚洲的时候，台上来了一个人。
着实把我吓得不轻，这不是经常在我高中作文《经验与勇气》、《失败乃成功之母》，《坚持等于胜利》中一直“被出现“的爱迪生吗？ S-26 2015 Social Content Idea - Q3 领先智学合作“爱迪生，你给我们表演什么才艺”
“发明灯泡，你懂的”
1次失败，2次失败，3次失败…8000次成功！S-26 2015 Social Content Idea - Q3 领先智学合作这什么选秀节目，可以挑战8000次？8000次，为什么我数得清楚，作文写太多了吧？S-26 2015 Social Content Idea - Q3 领先智学合作“感谢你的精彩表演，请问你的梦想是什么”
“我的梦想是发明蒸汽机”
“少年，放弃你的梦想吧~坐在后面第三排那个作了离子烫的头发有坏掉的名叫瓦特的人已经发明了，你没戏了。”S-26 2015 Social Content Idea - Q3 领先智学合作“哦好，那我去发明飞机，至少莱特兄弟还没出生！”
“好的，恭喜你进入第二轮，希望届时可以到看你的飞机！”
“下一个选手请登场”
居然是牛顿，他拿着一大筐苹果上台了。S-26 2015 Social Content Idea - Q3 领先智学合作“牛顿，你给我们带来什么样的表演？”
“脑门壳苹果，1分钟我可以壳60个”S-26 2015 Social Content Idea - Q3 领先智学合作一排排被坑过的苹果掉在舞台上…S-26 2015 Social Content Idea - Q3 领先智学合作“非常精彩的表演，请问你的梦想是什么？”
“我希望我可以成为一个魔法师，把手里壳过的苹果变成一部手机”
我从兜里掏出了IPHONE6抛向舞台，砸中了牛顿的脑袋S-26 2015 Social Content Idea - Q3 领先智学合作“魔法居然实现了，看来我只能回家继续研究万有引力了。”
“请最后一位参赛者，达芬奇上场”
“我今天表演现场作画”
“画什么呢？”
“你们现在的样子”
…经过数小时
“画好了”S-26 2015 Social Content Idea - Q3 领先智学合作“不错，请问你的梦想是什么？”
“我希望可以拥有一罐有S26智学因子的奶粉”
“为何你要喝奶粉？还非要有S26？” “作为这里最年长的参赛选手，如果我妈当时喂奶的时候用的是惠氏金装，里面富含S26智学因子。S-26 2015 Social Content Idea - Q3 领先智学合作我的学习能力可以得到充分发展，那么电池、电话、万有引力、飞机、蒸汽机、现代印刷术、电灯、相对论以及特斯拉都将是我发明的，就不麻烦后辈们了。
“我是我妈生的，不是发明出来的。”台下发明无线电的特斯拉叫喊着。S-26 2015 Social Content Idea - Q3 领先智学合作“我说的特斯拉是能源车，不是你。别激动，少年”S-26 2015 Social Content Idea - Q3 领先智学合作好了，广告我做完了。
准备醒醒，起床吃早餐喝惠氏金装奶粉了。Q1 最强小大脑Q2 惠氏智宝智变时刻 Q3 大脑智慧蓝图 RoadmapMarAprJunJulMayAugSepOctNovDecFebJanConsumer
ActivationSocial
ActivationSocial
CRMQ1 领先智学表演
最强小大脑Q2 领先智学配方
智变时刻 妈妈最好的礼物Q3 领先智学合作
大脑智慧蓝图Q1 内容传播
智宝天才营LaunchECQ2 内容传播Q3 内容传播JD 6.18JD 10.10Tmall 11.11惠氏智宝天才营
公众号上线测试配合Q1内容 Social 传播配合JD优惠配合Q2内容 Social 传播配合Q3内容 Social 传播配合JD优惠配合TM优惠滴滴专车产检活动微信常规 惠氏智宝天才营 内容推送Team StructureTeam StructureThank You！上海市长宁区凯旋路1010号F幢
Block F, No.1010, Kaixuan Road, Changning District, 200052,Shanghai.
Tel: +8621-51088635
http://www.ccegroup.cn
