ZENITH Watch,2011 Digital Branding Plan,5 Aug 2011,AGENDA,Objectives,The People,The Insights,The Concept,Getting The Word Out,Measurement & KPI,Rollout,Team,Investments,OBJECTIVES,Brand Awareness,Increase the brand exposure amongst the target audience to let them know about ZENITH brand, history & culture and values,… then, Brand Preference ,Convince target audience to buy a ZENITH and be brand advocates,the people,Chinese luxury consumers are changing the way they live and act.,71% of ,which invest in stocks,Source: McKinsey 2011 China Luxury Report,73% of ,Luxury buyers are married with kids,(double layer of consumption),74% of ,luxury buyers in China are below age 45 ,(average age 36),The People,More Understated,Contrary to the widely shared impression of Chinese luxury consumers, McKinsey’s study showed a growing number of them are shunning overt displays of wealth in favor of more understated modes of luxury consumption,Source: McKinsey 2011 China Luxury Report,L,e,ss,F,l,a,s,h,y,The People,As they become more familiar with luxury goods, Chinese consumers are becoming savvier about the relationship between quality and price. In 2010, only around half of all consumers equated the most expensive products with the highest quality ones, down from 66% of consumers in 2008. ,Rising Awareness of ,Brands & prices,50%,In 2010,Source: McKinsey 2011 China Luxury Report,66%,In 2008,The People,“I will buy a Movado watch on my birthday as a reward, and then I plan to buy a Tiffany bracelet.”,The percentage of Chinese consumers who are buying luxury products for personal indulgence is growing rapidly, rising from a quarter in 2008 to 36% in 2010. More than half believe in buying to reward themselves for hard work and success,Source: McKinsey 2011 China Luxury Report,&,s,e,d,u,t,i,tt,ag,n,i,t,f,i,h,S,SSE,CC,U,S,N,I,E,C,N,E,D,I,F,N,O,C,The People,Source: McKinsey 2011 China Luxury Report,The wealthy spend 17% of their household income on dining out, whilst mainstream consumers spend 7%. Accessories is the 2nd largest spending segment.,It’s more than just the age and income. ,Based on general luxury consumer profiles in China (avg. 36, under 40) and their luxury purchase preferences, we selected the closest few professions among top 10 most desired jobs in China, to conclude down to three basic persona types…,#1 Investment Banker#2 Sommelier#3 Entrepreneur#4 Food Critique#5 Doctor#6 Chief Talent Officer#7 Lawyer#8 Creative Director#9 Project Manager#10 Government Official,Source: Shangli.cooo.cn 2011 Top 10 Most Aspiring Professions in China,Lifestyle & Art,Business Entrepreneur,Practitioner,The People,Persona 1,The Perfectionist,Persona 2,The Visionary,Persona 3,The Truth Seeker,“When there is beauty, there is balance. I do not seek for beauty, I perfect them.”,“Not only do I have the vision, I also took the actions to make it happen.”,“ Argument is a precise art of speaking. Only by perfecting it will lead you to success.”,Within our networks, we interviewed actual individuals who have similar professions and profiles, and further explored the insights and mindset on lifestyle, career, social life, timepiece preferences, and how digital enhances their needs in life. ,The People,Persona 1 The Perfectionist,GOALS,- “My goal is simple: always out-do myself. I myself is the biggest competitor.”,- “no creativity comes out of thin air. Keep your knowledge open”,- “next new goal? A new gallery in Beijing 798”,“When there is beauty, there is balance. I do not seek for beauty, I perfect them.”,Occupation: Partner of Architect FirmAge: 38Status: SingleLeisure: Reading, traveling,PSYCHOGRAPHICS,Insights:,- Thinks long term for both work and leisure. He blends both in one, and gets much joy out of living his work. - A detail oriented trip planner. Does his studies and compare for the most rewarding trips to take. - Believes in methods and calculation. Prefers planning over impulsiveness. - Timepiece to him, is part of his appearance, is part of his promises, and part of his belief. Beauty, Exquisite, and Precision reflect both on his accessories, work, and life. ,The People,Persona 2 The Visionary,GOALS,- “I continuously have new goals to achieve.”,- “good habits are key to succeeding the goals.”,- “next new goal? Expanding my business into F&B industry.”,“Not only do I have the vision, I also took the actions to make it happen.”,Occupation: mid-size start-up CEOAge: 41Status: Married with one childLeisure: Tennis, wine ,PSYCHOGRAPHICS,Insights:,- Constantly seeking for opportunities, and become the pioneer in taking actions before others do.- Has many different timepiece styles for different occasion, but only that one classic piece gets most frequently worn.- Lets his family decide and plan on trips, but must have the sports and leisure activities that he plays on vacation to relax- Traveling isn’t 100% relax time; is where he reboots the brain and gains fresh new ideas.- Always interested in new industry, new trends, new opportunities,The People,Persona 3 The Truth Seeker,GOALS,- “Every day is a new challenge. Goal setting never ends for me.”,- “I time myself. Yes, on everything I do and multitasking.”,- “next new goal? Explore a new destination.”,“ Argument is a precise art of speaking. Only by perfecting it will lead you to success.”,Occupation: LawyerAge: 45Status: SingleLeisure: Travel, gym ,PSYCHOGRAPHICS,Insights:,- Has great memory, and looks to improve it constantly- Time keeping is important to his everyday life aspect- May change timepieces frequently but demand for the same key functions.- Precise timing applies to both work and life- Single life benefits his rigorous and strict lifestyle -Is fairly impulsive on leisure activities such as traveling- Thinks long term for work, short term for leisure,DIGITAL EXPERIENCE MODEL,Lifestyle, Innovation, Culture & Arts,Entrepreneur, Lifestyle, Culture, Luxury,Provide activity update from hobbies groups, avoid overwhelming update bombarding. ,They are rarely in front of their desk. So provide quick and precise information push while they are on the go. ,content,social,devices,value,Have presence in luxury watch related forums, business networking, and lifestyle hobbies groups. ,Provide value added services or rewards that enhance or support him to achieve goals better or faster.,Smartphone, Blackberry, Tablet,Lifestyle enhancement, networking,the insights,The Insights,their behaviors.,They are information-chic, travel more frequently than average, and aim to enrich lifestyle spiritually., with a richer understanding in luxury brands than most.,For the convenience of life, they do everything digital, from social engagement, professional connection, receiving news, entertainment, and shopping. ,As they are always on the go, most of their digital activities are performed on smart phones. And this is the way they believe and live.,The Insights,Worldly, international,Quick & Efficient,their behaviors.,our directions.,They are information-chic, travel more frequently than average, and aim to enrich lifestyle spiritually., with a richer understanding in luxury brands than most.,For the convenience of life, they do everything digital, from social engagement, professional connection, receiving news, entertainment, and shopping. ,Mobility,As they are always on the go, most of their digital activities are performed on smart phones. And this is the way they believe and live.,The Insights,When worldly and international context attracts their interests, brand message must be communicated in a quick & efficient manner, and high on mobility to match with their lifestyle that is always on the go.,Bringing BEAUTY, EXCLUSIVITY & PRECISION into his lifestyle …,Hi-Speed Photography,Through tools of precision, we can discover BEAUTY everywhere around us.,Hi-Speed photography is one of them, shooting over 1,000 frames per second that capture details you usually are unaware of.,The Beauty of Precision iPhone APP,We create an iPhone APP that lets our target audience see the beauty of things around them from a perfect angle.,Use a hi-speed camera to capture the beauty of that perfect moment in different lifestyle aspect. ,Offer a lifestyle tip for every perfect moment.,User can select different lifestyle aspect in “STORY” section. They can share their own story in “WISDOM” section.,The artistic hi-speed video will show as a lead in to the specific article.,After the video, users can read a tip providing them precise facts, i.e. Let your wine breathe for 20 mins.,SINA column interview,Interview related lifestyle professional to express their “Beauty of Precision” story.,It serves also as a teaser - we ask users to find out more in our iPhone APP and provide a link to download from App Store.,In 2012, a series of interviews with high-profile personality to talk about The Beauty of Precision in their area of expertise, to fully explore the “Beauty of Precision” concept,The Beauty of Precision exhibition ,Moving into 2012, invite artists & film directors to submit their own high-speed videos. Expand footage to capture into new lifestyle categories that also matter to the TA, i.e. sailing, cars, etc,New videos will be added to the Mobile APP,Venue: Zenith store, or a Gallery,getting the word out,2 Guiding Principles,Platform & Context together plays key roles in developing social strategies.,PLATFORM,CONTEXT,Social Media Platform,Focus core TA:,Where can we reach the brand TA directly and ,Platform,efficiently?,Active social environment:,Where can we best represent the brand image ,and get high engagement with consumers?,ZENITH 2011 Social Media Platform,WEIBO,FORUM,Focused Content,Weibo as the core community to manage ZENITH content, recruit ZENITH fans, interact with consumer,Amplify Awareness,Amplify the awareness for brand content and build reputation for its official weibo profile, via buzz seeding on targeted luxury watch forums,Current State Overview,Prominent presence on new luxury forums ,neeu.com,iwatch365.net,hi-chic.com,mancity.com.cn,With the rapid growth of China’s new generation of luxury consumers, and with their intensive digital usage for information of all aspects, there are more luxury forums than ever. It is crucial to have prominent presence in this segment, to maximize Zenith Watch’s brand exposure to the audience group. ,Social Media Context,Tonality:,How can we express brand values and quality?,Aspiration:What are ZENITH TA seeking in life?,Context,Function:,How does your information help them?,Style:,How do we differentiate from competitor & meet TA’s style?,Sharable:,What do TAs want to share with their friends?,Current State Overview,Content,• Lack distinct brand tonality • Some lifestyle contents can not represent brand style and inspiration• Lifestyle content are not attractive enough for consumer to share• Photo quality is poor (i.e. pixelated & stretched)• Lack brand culture to build brand image to new fans • Lack product details and functionality to convince consumers,Management,• Low update frequency ( average: <1 post/day ) • Content release timing is too random,Communication Tone,BRAND ASSOCIATION,BEAUTY OF PRECISION ,LIFESTYLE,elite,international,innovationculture,WEIBO Content Angle Recommandations (2011),BRAND ASSOCIATION,BEAUTY OF PRECISION ,LIFESTYLE,Brand Culture,Story about PRECISION,High-end Lifestyle Culture (Precision),PR Event,Product,Holiday,ZENITH HASHTAG,ORIGINAL/RETWEET,REGULAR POSTING,Set up #Zenith ____ # hash tag for categorizing different content themes, to give fans a “Weibo column” appeal with soft contents that has easy-to-follow topics. ,Post original weibo contents instead of retweet other consumers’ contents. Except to retweet celebrity/editor or cooperated media weibocontent which related with ZENITH,Post content regularly throughout the day, during high-viewership period,9:30-10:30am,12:00-13:00,20:00-22:00 ,24:00-1:00,Forum Seeding Content Angle Recommendations (2011),BRAND ASSOCIATION,BEAUTY OF PRECISION ,Brand Culture,Product,PR Event,PEER SEEDING,Lead discussions & create buzz by seeding content on to luxury watch forums. Tone of voice will be from a consumers’ angle. This will help to amplify the brand & product information, and enhance positive sentiment.,Example content,Lifestyle:,松 露 在 生 长 过 程 中 对 环 境 的 挑 剔 令 人 咋舌 。 它 是 世 界 上 唯 一 不 能 进 行 有 序 人 工,种 植 的 美 味 ， 意 大 利 名 厨 Carlo Cracco,曾 这 样 形 容 白 松 露 ： “ 白 松 露 有 如 乌 托邦 ， 虽 然 知 道 却 描 摹 不 出 ， 可 以 察 觉 却无 法 咀 嚼 ， 虽 然 靠 近 ， 却 抓 不 住 它 的 精魂 。 ”,White truffles needs an extremely unique condition to thrive. It’s the only delicacy in this world that can’t be cultivated by man. The elite Italian chef Carlo Cracco once said, “White truffle is like Utopia. You know it but you can’t describe it. You feel it but you can’t chew on it. You get close to it but you can never grasp its soul.” ,Measurement & KPI,Measurement & KPI,While satisfying consumer needs, we also want to ensure we meet business objectives. ,Data Sources,Insights & Benefits,Analytics & Reporting,Measurement Approach,Measurement & KPI,While satisfying consumer needs, we also want to ensure we meet business objectives. ,KPIs,Social - Weibo,Social - Forums,Mobile,Awareness,10 post/weekreach 2,000 Fans,Engagement,5 to 10 comments/post10 to 20 forwards/post,2 posts/bi-week3 – 6 forums7,200 post views,100 to 200 views/post10 replies/post,1,500 downloads,2 times/week,Final KPIs to be finalized with client upon plan & functionalities confirmation.,Team,Team,Executing this plan will require closely working with ZENITH, as the brand guardian, ZED, digital media buying agency to get access to valuable media assets, including placements and editorial support.,ZENITH,ZED,RAZORFISH,Digital strategy & creative,Team,ZENITH,RAZORFISH,Planning,Social Media,Joyce LingSenior Strategic Planner ,Pony CaiAssociate Social Media Director,Penny PanSocial Media Manager,Faye LiangSocial Media Executive,Consultative,Marketing Team,Client Engagement,Edwin TingAssociate Account Director ,Freyja WangAssociate Account Manager,Eassy JinAccount Executive,Creative,Man KitCreative Director,Technology,KaiwenTechnical Architect,WytheArt Director,Heaven HuangSenior Developer,Jamie ZhaoSenior copywriter,IzzieDeveloper,Ken HongManaging Director,Endy FungExecutive Creative Director,Larry ShenTechnical Director,Rollout,Rollout,Investment,Investment,1. Strategy & planning,2. Mobile APP development•iPhone APP• Content: Story (video and article), wisdom and watchesFuture updates via CMS,•,3. Video content development•8x high-speed video footage,4. Social Media (2.5 mths, 10/15 – 12/31)• Weibo account management•Forum seeding,TotalBusiness Tax (5.68%)Total with Tax,CNY 43,200,CNY 250,000,CNY 300,000,CNY 75,000,CNY 668,200CNY 40,239CNY 708,439,Thank you, let’s discuss … ,
