2015 Annual
SOCIAL BRANDING PLAN
By BICG Digital
2015.4.21Contents2015 Social brand building objectives
Social visual directions
Synergy with PR activities
Activation detail by channels
Brand building activation calendar
Appendix
2015 Social Brand Building Objectives Our goals to elevate Mandarina Duck brand awareness and communicate precise brand images on social channels, derived from high level brand objectives.Social Content DirectionsAn upgrade in Mandarina Duck social content direction, that aligns with new 2015 brand keywords and current follower’s tastes. Outdoor travelPhotography*Interest map of consumers who search MD on Taobao Domestic/
HomeSocial Interest MapActive LifeIndication for Brand: what information are they possibly interested in receiving? Outdoor / Travel: travel destination, outdoor gears, the nature, functional equipments.Active Life: sports, color matching with active wear, the nature, health, efficient lifestyle.Domestic / Home: home improvements, home décor and design, shop for family members.Photography: lens and perspectives, architecture, industrial design, visual design, graphic designUGC Styles on NICEIndication for Brand: what styles of images do they like to SEE?Urban Lifestyle: suggests a modern, metropolitan way of life. Travel & Outdoor: suggests scenes and locations that evoke travel desire.Design Items: sleek, new, modern, cool designs of everyday item. Fashion Trends: trendy, stylish itemsMD’s target audiences are design-centric, tailoring content with high relevancy to their interests to optimize stickiness and loyalty to the social content, turning Mandarina Duck social channel into their hub for all things Modern Chic, and Luxury.PhotographyActive & OutdoorDesignContent Direction KeywordsTravelTrends & StyleUrban LifestyleTurning Mandarina Duck social channels into an
Inspirational visual hub of
ALL THINGS MODERN, CHIC, AND LUXURYWhere you learn the way to live.Travel ModernTravel IconicallyColor CodeLife in PerspectiveDesign for Life▲Weibo▲NiceLayout Samples▲WechatModern Urban LifeLayout SamplesstDesigner ColumnMake “designer/artist interview” an original, regular columnJason, 35,
Product Designer Q: what is your “cannot live without” bag?
A: Mandarina Duck utility backpack, it has so many compartments that help me neatly organize my things. And its light in weight.Q: sounds like you have a lot of tings to bring with you…can you share what’s in your bag?
A: Oh my god it’s unbelievable. I draw wherever I go, so sketching tools is a must, I carry my favorite field notes notebook and markers, headphones, water, a flannel shirt, ipad, keyboard...Q: we’d like to know a favorite design item at your home or office.
A: I’m a minimalist, and collect minimal designs, this clock by Jehs + Laub is my favorite piece at home!Synergy With PR ActivitiesWhen partnering with PR, Social’s role in maximizing and expanding the noise. Summary & SuggestionCelebrities Seeding
Build Relationship
Create Celebrities Topics & ImagesBehind the SceneStreet SnapAirport FashionMagazine ShootingLifestyle PhotoMagazine Shooting tRecruitment Campaign: Travel with MD Reward winners with MD products, and/or culturally related prizes.Exhibition tickets, because every cultural enrichment is a journey.Actual product for ultimate experiences in MD’s designs for life. Activation Details by ChannelFrom objectives, ideas, mechanism, execution plan, to KPI by channels/phasesRoles for Each ChannelInspirational visual hub of
all things modern, chic, and luxuryImage feed:
Impactful, dynamic photo feed that acts similar to Pinterest. Use visual to attract. It’s a photo album. Suggest every other month to refresh the skin.In-Depth Read:
In depth, knowledge, education, gateway to the Mandarina Duck lifestyle, designer interview. It’s a magazine.Interaction:
It’s UGC, helping the followers to show-off their lifestyle with Mandarina Duck, gaining statuary reward.Travel with MD （带上MD去旅行）
--- Make your trips betterRecruitment Campaign: Travel with MD tWith pre-set boards as examples, encourage users to create travel mood board to showcase their next travel destination and how they pack with MD luggage. Recruitment Campaign: Travel with MD My travel destination：Rome tRecruitment Campaign: Travel with MD Campaign Mechanism t is a lifestyle magazine which provide content about travel, fashion, art & design. is a magazine which related to trendance, design & homedeco.Recruitment Campaign: Travel with MD Both international publications that just arrived China market, casting finer, chic, and modern lifestyle.Recruitment Campaign: Travel with MD Image feed:
Main campaign ground, showcasing all the UGC travel mood boards, encourage user participation.In-Depth Read:
Select key destinations and communicate about the product function in each travel plan. How MD improves your travel. Interaction:
Post campaign travel journal UGC images are posted here. Brand Building Activation CalendarA holistic, and multi-dimensional calendar combining all channels, activities, campaigns, events, and natural seasonal social behaviors. This calendar allows high clarity on our way to achieve the objectives phase by phase.Brand CalendarAgency CalendarAgency CalendarBasic Logic FlowWill Fill In After Make Sure The Key Product. Appendix WeChat Service Account offering
WeChat CRM backend connection
Future and potential of NICE, and best practices WeChat Service Account OfferingContent MaintainFans RecruitmentFans EngagementFans ManagementRelease 4 times a monthSet recognized QR code in every store to compare which store can bring more fans to wechat to measure their workCreate different interesting & elegant H5 pages to introduce us & interact with fans, then guide them to share in wechat momentMembership building & set up member points systemSeparated Groups Message SendingAchieve “buy what you see” function ( mob-commerce in wechat) Set up CRM system & abut with MD ERP system to sever and learn more about our wechat fansSet wechat print machine & shooting deco to encourage more consumers to shoot in store, when they print it, they will enter wechat account at the same timeWechat Case StudyMCMBrand StoryLink to H5 page.
Give a more vivid visual experience to followers Michael KorsBinding With WechatEnter phone number & verification codeFill in personal informationFinish binding & consumers can check their purchasing recordWechat Membership CardFollowers finished binding can get a membership card.Consumer FeedbackConsumers can feed back and give suggestions through online questionnaire.Consumer FeedbackOnline complaint system is an important part of CRM. Store LocationConsumers can get the information of stores nearby via LBS. NICE Best PracticeCooperation Form
Launched a sticker#拿下今天# on nice, post by nice official
account, become a hot topic, attractive users to join in.
Users post a photo tag McDonald’s sticker. Also can
get a little gift.
After users post their photo on nice, the photo will come
under the hot topic #拿下今天#, click the topic can enter
the event page.
Nice will choose some good photos then fall under McDonald’s
brand tag.
Effective
After this event launched 9 hour, already have 18261 users join
in.KPIReview the data of trial month and adjust the KPI data
Making a weekly KPI system Set a primary KPI according to the statistics in the past few monthsReview the data of last 2 month
Making an established KPI standardKPI1st month （trial month）Thank you!
