weetabix revised May28th_1154
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Transcript of weetabix revised May28th_1154
OBJECTIVES
Raise Awareness
Enhance Preference
Build Loyalty
• Create conversations through the blockbuster Tiny Times
• Increase brand awareness among the public, especially the target audience
• Promote healthy lifestyle
• Invite celebrities to send out positive energy to the public
• Drive the internal need of the audience to know more about the brand and its products • Establish and maintain the relationship with
customers
• Strengthen the influence and penetration of the brand among the public through word-of-mouth
Digital
SNS
SNS
1. Hot Weibo Accounts on FoodFormat : promotion + sampling Purpose : raise awarenessPercentage : 20%
2. KOLFormat : influencers + giftingPurpose : increase influence and preferencePercentage : 30%
3. Portal Sites and Food WebsitesFormat : repostsPurpose : conversation communicationsPercentage : 40%
4. Official Weibo and WeChat AccountFormat : sync product information and brand activitiesPurpose : official source of informationPercentage : 10%
Digital
SNS
1. Cooperate with 1-2 lifestyle magazines, create conversations about healthy breakfast and in-depth report about the products
2. Invite 1-2 fashion media to cover the story of Tiny Times
3. Have 1-2 gourmet media cover the products
Digital Print
SNS
Create in-depth reports on social media platforms that are popular among young women
Fashion
Key
1. A new start with the tasty cereals
2. Disclose the manufacturing process of Weetabix
Key
1. Behind-the-scenes with celebrities
2. The new cereals
3. The first thing KOL does in the morning
Key
1. Weetabix in the office
2. Eat for a healthy life
3. Healthy tips from KOL
Lifestyle Gourmet
perspectives PERSPECTIVES
Personal Cooperation
KOL that is focused on lifestyle and fashionDigital : Weibo or WeChat of Bao Gong Zi
HIGHLIG
HTS
In-depth Cooperation
Media that interact one-on-one with the audienceDigital : Weibo and WeChat account of Restaurant Review Print : Restaurant Review
Press Release Coverage
Print : Metro Express, Metro Digital : around 10 portal sites and websites on fashion, lifestyle and gourmet.
Alias : Bao Gong Zi Jie Er
Fashion blogger, designerhttp://baobao9012.blog.sohu.com
Followers on Weibo : 19,9163
Followers on WeChat : 2,000
Track Record : Levis, Phillips, Lancome, YSL, Ninewest, Hush Puppies, L’Oreal, Mayballine, Guerlain, Converse, Calvin Klein, Omega, Nike, Michael Kors, Cartier, etc,.
Weibo or WeChat:
Theme : Morning Matters the Most Format : photo shooting + breakfast setting
Content : Products and the preview of T-Mall online store launching in the latter part of this year
Personal Cooperation
Weibo Account: Restaurant Review
The Weibo account of the first restaurant review magazine in China
Follower : 59,203
Weibo:Theme : Healthy lives of celebrities
Format : Behind-the-scenes pictures + news clips
Content : Behind-the-scenes pictures of Tiny Times, disclose the healthy lives of celebrities, create conversations on healthy breakfast, chances to win the star breakfast when they tag their friends and Weetabix, and inform them of the news of T-Mall online store opening
In-Depth Cooperation
WeChat:
Theme : Healthy lives of celebrities
Format : Behind-the-scenes pictures + news clips
Content : Content : Behind-the-scenes pictures of Tiny Times, disclose the healthy lives of celebrities, create conversations on healthy breakfast, chances to win the star breakfast when they tag their friends and Weetabix, and inform them of the news of T-Mall online store opening
Platform : notifications in certain columns
Personal CooperationIn-Depth Cooperation
Magazine:
Theme: behind-the-scenes
Format : pictures of products and press releases
Cover : 1/2P~1P
In-Depth Cooperation
City Type No. China English Format Circulation Category Remark
1 i时代报 I Times Daily 650000 Lifestyle
2 地铁快线 Metro Weekly Weekly 400000 Lifestyle
3 橄榄餐厅评论 restaurant review Monthly 850000 FOOD
4 女友 LOVE Monthly 1250000 Fashion
5 新浪网 Sina.com Daily N/A Lifestyle
6 网易 163.com Daily N/A Lifestyle
7 搜狐 sohu Daily N/A Lifestyle
8 风行网 Funshion.com Daily N/A Lifestyle
9 米娜时尚网 mina.com.cn Daily N/A Fashion
10 太平洋时尚网 PCLADY Daily N/A Fashion
11 女人志 Onlylady Daily N/A Fashion
12 美食天下 meishichina.com Daily N/A FOOD
13 央视网食品 foodcctv.com Daily N/A FOOD
14 中华美食网 zhms.cn Daily N/A FOOD
15 天涯社区 bbs.tianya.cn Daily N/A Lifestyle
16 西嗣胡同 xici.net Daily N/A LifestyleSNS(2)
SH(15)
2015 WEETABIX 小时代音乐剧后台的那些事 公关推广名单
Magazine 2( )
Newspaper 1( ) 2 1选
Web(10)
Media List