2016 Consumer Day Event
Action Plan201605.122016.05.25ObjectiveTo get more consumers know about Kingswere brand and product by “Kingswere Customer Day” Event
To combine customer activity with KOL WeChat account by leveraging O2O, which cover 7-month roll out campaign
Event main idea based on delivering the delicacy and modern lifestyle the elites need, and highlight the pure American family lifestyleStrategic ApproachTimelineJuneEtiquette of Know life, enjoy life2016 Plan ——“精悦萃”(TBC)ThemeJulyAugustSepetemberCocktail partyVersatile FragranceSummer fragrance
Campaign BackgroundAs premium brand from Ashley, the brand is always engaging to restore the pure taste of American home decoration, to emphasize the casual and relax brand image
Kingswere aims in middle-class as their target audience, whose annual income >500K, with excellent academic background, unique taste and pursuit to the fancy life style
The core spirit of Kingswere is not only focusing on offering unique home decoration solution, but enhancing the life taste for the elite family. To make home a carrier to qualitative life more than a place to rest
By inviting elite family from different industry come to the event, they could experience the beauty and essence of life itself, with embracing the different decoration style simultaneously “精悦萃”(TBC)
Campaign IdeaThe majority of the elite families in China are getting to put more focus on seeking the delegate life style after their material needs get satisfied, the western etiquette culture is also welcomed by these families
More Chinese consumers are preferring to try the western afternoon tea where the relative etiquette culture obtained.
Event activated to enlighten our target audience, not just experience, but more inner enjoymentAction Plan What：By inviting famous etiquette director, customers could taste the afternoon tea with the pure American home decoration around, with the etiquette class session and interactions after, participants could get to know more about the brand essence and culture
How：Cooperating with KOL, recruiting their fans to join the event by posting the event info from WeChat service account. Post press release after where brand awareness get enlarged
Rundown Time：14:30 － 15:30, June 19th
14:30 － 14:35 family in 2 group, visit brand stores respectively
14:35 － 14:45 The store manager make the ice-break speech, introduces Kingswere brand story and products
14:45 － 14:50 The origin of the western tea
14:50 － 14:55 How to distinguish between High Tea and Low Tea
14:55 － 15:05 Introduce the western afternoon tea diet and tableware 15:05 － 15:15 The manner with how to enjoy Western afternoon tea
15:15 － 15:25 The difference between the etiquette and culture
15:25 － 15:30 Q & A
Topic OutlineThe afternoon course will begin with the history of afternoon tea, which includes tea set, cutlery, the background of the dishes, how to tie-in with beverage and food and steps of enjoying the afternoon tea.
The occasion of the afternoon tea reflects the social occasions of the Western people. The core and the most meaningful thing of social is to communicate with each other, to respect, and also is pleasing to others. The tutor will talk more about how to be a gentleman and how can a woman show her elegance in this event.
A story of social manner will be sublimated the entire event, which aims to tell our guest that the nature of social manner is to enjoy your life, is the way to improve yourself. It is also the indispensably thing that parents should educate their kids to exquisite and enjoy.
Food & BeverageUnderstanding Etiquette Teaching AssistantJapan Airlines etiquette instructor, with many years of etiquette service experience and various of training of the world first-class etiquette and professional image. In addition, she worked at Fortune 500 companies, participated in high-level, inter-departmental and corporate organization and had a wealth of experience of coordination for business etiquette and workplace culture. She has a good Etiquette knowledge and devotes herself to research and practice etiquette culture and she is familiar with Eastern and Western cultural etiquette as well.Communication PlanCai nvlang had joined in financial industry for decades, now she operate personal WeChat official account independently. Her account not only share investment way to her fans, but also share the good things, happiness, reading, working experience ,women‘s thinking and growth and better life around her in article.
We invite kol to attract fans to participate in consumer event by her wechat account platform,, and post wechant moment and article after the event, enhance the influence, engage more consumer learn about the events and brand.
Wechat: cai_nvliang
Follower: 30,000Thank You!
