MOVADO ART APP COMMUNICATION PLANBY BICG DIGITAL, May,20141AGENDA
Brief Recap
Consumer Insight
Communication Strategy
Digital Communication Idea
Communication Flow
Execution Plan
KOL Recommendation
Campaign Timeline2Movado will release a modern art App named “An Artventure in Time” on Aug. , and need to promote it;
Launch an artventure competition online to build & improve branding & app influence
Brand will make event offline, which can be used as viral video to spread on digital platforms3Engage consumers with highly interactive digital campaign that will ignite & ferment communication of the App;
Leverage paid media, owned media and earned media to increase awareness of the App;
Improve the impact of the App by use of different aspects of influencers and celebrities;Brand RecapOur Tasks4They’re on-line with their smartphone 24*7 Anywhere.25-35 years old female525-35 years old femaleChat & gossip with friends online will give them more happinessShow personal attitudeRecord & Share every beautiful momentFollow & Share fashion, travel, lifestyle info by social platforms mostWatch videos online replace by TVThey are live in digital social community, remark every happiness moment;
They’re free to express attitude, they’re quick info collectors and willing to share to people around in real-time.6They are the people who admire famous artists and their masterpieces, and whatever they know about the art history or not, they want to add “art fans” tag by showing up & taking pics. Their Action Pattern Of Art7They are the people who like to chase funny interesting things;Their Action Pattern Of Art8Their Action Pattern Of ArtThey are the people who even prefer to be parts of the art piece;9They express & share their each unique participation moment.
What’s their motivation behind it?Show Art SenseShow Love to A BrandShow Trendy LifestyleWhy Could Movado Inspire Them to Interact with Brand?1011Though you are not trained to be artists, you still can show your creativity and thinks of life.
That’s because you haven’t realized, you are always an artist.
Movado is your trigger, to stimulate your art gene, to quest for your art potential.
也许你不是专业艺术家，你生活中的巧思和灵感仍然有艺术的闪光;
因为你本来就是个艺术家，只是你自己还没有发现;
让摩凡陀激活你的艺术基因，探索你的艺术潜能.Digital Strategy StatementMovado modern art app stimulate ordinary people to create their own art pieces by key opinion leaders in comprehensive art area, impactful social buzz and visualized engagement.12KOL Strategy134 Layers of KOLAccording to communications calendar, appropriate KOLs will be mobilized to participate in campaigns or activities accordingly Painters
Photographers
Architects
CartoonistLifestyle Accounts
Trendy Accounts
Hot Topic Accounts
Entertainment AccountsActors & Actress
Composing Singers
Fashion ModelsFashion bloggers
Fashion Editors
Watch EditorsRolesCategoriesGuarantee to output qualified & vivid art pieces to attract attention & participationArouse mass buzz on social platformsMost impactful groups to mass audiences Use of their trendy images to build & improve app’s fashion degree, and influence followersApparel Designers
Furniture DesignersDigital Communication IdeaApp’s Name: An Artventure In Time
时间中的艺术探索
Theme: Quest For Your Art Potential
探索你的艺术潜能
Campaign slogan：激活你的摩范基因14Communication Flow15ObjectivesApp
LaunchTeaserAwareness
Warm up the campaign concept; ignite buzz & arouse attention“基因唤醒”
KOL posters/ videos spreadEngagement
Attract mass participation & lead to download the appAmplification
Encourage sharing on social platforms to amplify influence Platforms TacticsWeibo, WechatMass KOLs
Grass RootsTheme By PhasesKOL Tactics“认识你自己”
Create your art pieces & analyze your art geneWeibo, WechatFashion bloggers, Fashion Editors, Grass Roots“你的新摩范”
Cross-over Art CompetitionWeibo, WechatArtists, Fashion bloggers, Fashion & Watch Editors, Grass RootsTrafficLandingMini-siteMini-siteMini-siteNetease, Sohu, YoukuMini-siteDifferent Features (artists, celebrities, fashion works) to connect with the appBaidu Keywords, RTB ads Mini-siteEffect advertising drive to download pages directly“我的新摩范”
O2O ExhibitionWeibo, WechatMini-siteArtists,
CelebritiesArtists, Fashion bloggers, Fashion & Watch Editors, Grass RootsCommunication Content Angles16Communication Platforms Ecosystem17Attract more consumers to downloadTeaser 外围炒作– “基因唤醒” Angle1Communication Theme: “我是谁？”
Mechanism: Celebrities share posters on Weibo to arouse attention, and tell “现在就激活你的艺术基因”
18
我是谁？
我是韩寒。
每个人心中都有一个艺术家，
激活我的艺术基因，
我是艺术家韩寒。
（演示文案&图片）
Amplify
on WeiboTeaser 外围炒作– “基因唤醒” Angle2Communication Theme: “我是谁？”
Mechanism: 5 Artists share video“从寻找创作灵感到完成艺术作品的微型纪录片（作品最终通过APP展示，定格作品呈现的瞬间）”on weibo.19Amplify on Weibo
我是谁？
我是摄影师陈曼。
生活中处处充满艺术的闪光，
捕捉灵感的那一刻，
你就是艺术家。
（演示文案&图片）Teaser 外围炒作– Mass KOLs合作形式明星同一天发布“我是谁？”的海报
艺术家同一天发布“我是谁？”的视频短片
50个KOLs 同一天内更换头像成APP制作风格20Competition Mechanism 比赛机制21Communication Theme: “我的新摩范”
Mechanism: 用户上传参赛作品，获得投票数前100的作品可以参与线下展览。10名著名艺术家会在Top100中各选一位选手作为自己的搭档，共同完成一幅艺术作品。上传艺术作品至参赛minisite票数前100的作品将入围“我的新摩范”线下展览10名艺术家将各自挑选1名选手作为搭档艺术家及其搭档将共同完成一幅作品最终10幅合作作品的创作过程将制作成记录片在社交平台传播，并制作成摩凡陀限量版包装，送给幸运参与者。比赛评审22Campaign Mini-site User Flow活动网站同时上线PC和Mob版，利用HTML5制作，并同步嵌入新浪微博与官方微信账号内。
活动网站将在预热期间同步上线，以便在KOL预热及展示作品时，用户可以第一时间进入每个KOL的个人页面查看作品，同时立即了解APP信息。GEXWQ2 Q1WUJ90IK9UYT7P23示意图激活你的艺术基因，就现在！Campaign Mini-site User Flow24作品展示首页，及个人页面均会按照时间顺序排列作品，向下拉动页面，表盘会根据记录的发布时间指针随之转动，更加生动的体现“时间中的艺术探索”的主题。Minisite Interaction -“认识你自己”251. 上传作品
2. 系统分析作品中的艺术基因
3. 出具艺术基因分析报告，并分享至社交平台
Communication Theme: “认识你自己”
We’ll set up series of interaction to enhance the fun of App, and improve awareness & engagement via sharing on social medias.
Mechanism: 用户创作一副作品，上传至minisite， 系统会根据图像的特征分析该用户的作品中各种艺术流派或艺术家的组成成分（如：高更30%，毕加索25%，安迪沃霍尔45%），从而鼓励用户分享至社交平台。Specials Cooperation with Media Platforms和网易时尚/艺术频道合作专题（艺术家创作角度）
和搜狐娱乐等娱乐门户合作专题（艺人玩数位创作角度）26网易时尚是门户中时尚频道Top1,
唯一有艺术频道的平台搜狐娱乐是门户中娱乐最佳阵地Specials Cooperation with Media Platforms和优酷/爱奇艺合作（全程艺术创作视频短片集锦）
27KOL RecommendationCelebrities28Nicky Wu, Famous ActorMichael Chen, Famous ActorLiu Shishi, Famous ActressAnn, Famous ActressYolanda Yuan, Famous ActressKOL RecommendationArtists
29Qu Guangci Famous SculptorPeng Wei
Famous PainterCui Xiuwen Famous ArtistFang Lijun Famous ArtistKOL RecommendationDesigners
30Lv Yongzhong International Famous Fashion PhotographerSimon Ma
Ma. Design CEOJamy Yang Famous Product DesignerHan Lulu Famous Fashion DesignKOL RecommendationPhotographers
31Chen Man International Famous Fashion PhotographerSun Jun
Famous PhotographerLiang Zi Famous Fashion PhotographerJoe Zhong Famous Fashion PhotographerKOL RecommendationAuthors32Han Han Famous Author and DirectorJiang Fangzhou Famous AuthorKOL RecommendationFashion Magazine Editors33Bai Ke Robb Report China Publisher & Chef EditorSha Xiaoli
Harper’s BAZAAR China Chief EditorHelen ELLE China.com Chef EditorDeng Kan Femina China Editorial DirectorKOL RecommendationWatch Magazine Editors34Victoria Zhou Time Square & Vendome Square PublisherWang Ji
Time Art PublisherKang Weikai Life Style Watch Chief EditorDavid Chang Perfect Time Chief EditorKOL RecommendationMusicians35Tia Yuan Famous SingerQin Hao
Famous SingerSong Dongye Famous SingerShao Yibei Famous SingerKOL RecommendationFashion Blogger36gogoboi Famous Fashion BloggerPeter Xu
Fashion Blogger & HostLinda Fashion Blogger & TV HostChrison Famous Fashion BloggerKOL RecommendationOther KOLs37Molly Famous BloggerJolie Luo
Famous PhotographerTango Fashion CartoonistChun Zi Famous StylistCampaign 38
