ByException2016.5.30BLACKMORES2021-2021

BRANDCOMMUNICATIONPROPOSAL22AgendaObjectiveTAAnalysisCompetitorReviewCommunicationstrategy(include2021-2021)CreativeCampaignIdeaMediaPlanSocialMediaPlanBudget&KPI33IndependentActivistsObjectivesF17Marketingvision:Betheleading&trustedhealthbrandprovideshighqualitynaturalofferingstoChineseconsumerMissionforF16:

Brandpenetration-increaserelevanceinordertoActiveYoungandYoungMumtotheBlackmoresbrandShare:

Increasethemarketshareto

Sales:

F17invoicedsalesgrowthXXX%,achieveXXXsales

Penetration:IncreaseBKLpenetrationinwomen’shealth,CV,eye,bonecategoryDigitalEngagement:

-IncreasememberbyXXX%

-AchieveengagementrateofXXX%

NPD&EPD:

-Launch18newproductinFTZ

-Launch16newproductsinnormaltrade44TAAnalysis55TADemoGraphic-geographical

distribution*BlackmoresConsumerProfileinTmallStoreinthepast3months.Morefocusonthefirst-tiercity,stillhavepotentialdevelopmentin2nd&3rd-tiercity.66TADemoGraphic–AGE&GENDER*BlackmoresConsumerProfileinTmallStoreinthepast3months.Gender:81%femalevs19%maleAge:18-34occupies80%ObviouslymostofourTAareyoungandwhitecollarfemaleconsumeratthepresentstage.77TADemoGraphic–Other*BlackmoresConsumerProfileinTmallStoreinthepast3months.Theyaredigitalbehaviorandenjoyvarietyhobbies,mostofthemareaffordableforthequalitylife.88ConsumerSnapshot-ActiveYoungActiveyoungbetween20to34intear1&tear2cities,80%arewomen,whohaveabusysociallifeandkeenonbeautyandfitness.Brand,safety,effectivenessandconveniencearetopprioritieswhentheyselectasupplement.Theyareactiveonexercise,beautyandenjoyqualitylife.Theylookforasimpleandnaturalwaytokeeptheirfightingforce,releasetheuncomforts(eg.PMS,Gynaecologyinf.)FOOD&LIFESTYLEATTITUDESCATEGORY&BRAND99Consumersnapshot–YoungMumYoungmumbetween25to34intear1&tear2cities,whohavebeeneducatedtotakesupplementspreandduringtheirpregnancy.Safetyisthetopprioritieswhentheyselectasupplement.Theycompare,selectandinvolveinthetopmum’ssocialmediaandBBS.FriendsandKOLinfluencetheirpurchasedecision.FOOD&LIFESTYLEATTITUDESCATEGORY&BRAND1010Internetnativeofourcoretargetaudience-Theygrewupwithinternet.WatchingonlinevideohasalreadyreplacedTVascoreentertainment,andinternetistheirmajorsourceofinformation.

-20-40makesup50%ofonlineusers

-Thetimespendoninternetviamobileis2timesofusingPC

-Watchvideo,Playmobilegame,searchinf.aretheirmainonlineactivity

-PurchaseonmobilehasexceedpurchaseonPC-TheybelievinginfriendandKOLEveryday,thefirstthingIdowhenIwakeupistocheckmyWeChatMoment.BeforeIgotosleep,IplaygamesorwatchvideoswhileIamlyingonbed.Source:INMOBI:2021ReportOfMobileUserBehaviorsinChina1111MainNegativeHealthSymptomsofWomen?HealthIndexofChinesewomenisonly3(if5istotal)

?Womenbelow30,abigportionsufferstheskinproblem,Immunity,PMSandwomen’sdiseasewhilesthoseabove30havecervicalandenergy

problem.

?Women’sincidenceofdepressiondoublesmen

?85%ofthewomenhassleepproblem

?Lessthan50%ofthewomenhave3mealsontimedaily

?75%ofwomenaretoolazytoexercise

?Mostofthewomenknowthebadlivingbehaviorsuchassleeplate,irregulardiet,lackofexercise,longtimeusecomputerandmobile,sitforallthetimeswithwronggestureisnotgoodtohealth,buttheystillletitgo.

?90.5%ofthewhitecollarhavemealsoutside,64.3%believeinhealthsupplement,60%arewillingpaypremiumpriceforhealthyfood.1212ShopperOverview1313ConsumerInsightConclusionDigitalBehaviorsSportsTrendsBeauty&SkincareSomethingfastandconvenientSomethingsportyandhealthySomethingmakesmelookgoodSomethingcreatesbetterlifeformeandmyfamilyEnjoyQualityLifeWhoarethey?Whatdotheywant?1414HowDoesItRelateToBlackmores?DigitalBehaviorsSportsTrendsBeauty&SkincareSomethingfastandconvenientSomethingsportyandhealthySomethingmakesmelookgoodSomethingcreatesbetterlifeformeandmyfamilyEnjoyQualityLifeWhoarethey?Whatdotheywant?HighqualityproductsviaaconvenienteShopThebrandbeliefofbeingnaturalandhealthyoriginatedfromAustraliaArangeofbeautyproductstoindulgeyourselfAholisticproductlinewhichcancaterfortheneedsofeveryoneinyourfamilyWhatwecanoffer?1515COMPETITORREVIEW1616HOWISTHECOMPETITOR’SSITUATION?

-

BRANDBy-healthPositioning:

(productnutrition)Comesfromworldwideandbringhealthtothewholefamily取自全球，健康全家CharityEducationProjectSetteacherstoruralregionstoopennutritionlessonsinschools,andtrainteachersabouthowtoimprovethenutritionofkids.Product:CreativeStory-tellingCelebrityYaowallsfromdifferentcountriestointroducespecificnutritionandendorsethebestqualityofproductsSalesChannelTmallofficialstoreJD1717HOWISTHECOMPETITOR’SSITUATION?

-

COMMUNICATIONOn-groundEvent:

TransparentFactoryNationalVisitEventInviteconsumerstogroupvisittheBy-Healthfactorytojustifythehighqualityandtrustworthyofthebrandandtheproduct.ZhengJiaYingInvitesYouToEnjoyTheJourneyGlobalNutritionofJourneytoAustraliaAPRpartnershipwithQQTravel.By-HealthinviteconsumerstotakepartintheactivationonwebsiteandWechat.Andpickout5winnersastheNutritionAmbassadors.By-HealthsendthemtoAustraliatoexperiencethenaturalenvironmentwhereBy-Health’singredientcomesfrom.TVSponsorship:Titlingsponsorship冠名:Name:?YangShengtang?Platform:BeijingTVTime：Daily.17:25Y2021ThemostfamoushealthtalkshowinChinaHealthexpress(TATOUCHPOINT)

Healthexpressreachvariouscommunitieswhichprovidesnutritionistsandhealthchecktodriveusers’awarenessofsymptomsandbuildbrandawareness1818HOWISTHECOMPETITOR’SSITUATION?

-

BRANDSwisse

Positioning:

Swisseisaleadingwellnessbrandwithamissiontohelppeoplelivehealthier&happierlivesIn

China,

filmandfashionhavebeenidentifiedforpotentialemphasis.InAustralia,Swisseispositionedalongside:

–Elitesportingstarsandteams(Sport,Premium)

–Televisionleadsandhosts/presenters(Entertainment,Lifestyle)

–Moviestarsandcelebrities(Glamour,Elite,Fashion)Product:TheSwisseproductrangestretchesfromtopsellingmen’sandwomen’smultivitaminsanddietarysupplements,tosportsnutrition,skincareandfunctionalfoods.SalesChannelTmallInternational,launchingMarch8th2021.SaintCosVIPJD1919HOWISTHECOMPETITOR’SSITUATION?

–

COMMUNICATION

Celebrity:

NicoleKidmanKey

pillars:

-

Premium,

-

Proven

-

AspirationalSocial:

-

KOL

promote

-

Don’thaveofficialsocialaccounts.Supporting:

-

Highestqualityproduct

-

celebrities(NicoleKidman)andlocalInfluencers

-

Superiorin-storedisplayandPointofsale.-

OfficialVitaminsupplieroftheAustralianOlympicTeam.HOWISTHECOMPETITOR’SSITUATION?

-

BRANDGNC

Positioning:

American’sfirstnutritionbrand,concentrateondailyhealthyandnutrition,tohelppeoplelivewell.Product:Vitaminandmineralsupplements,food,drinksandcosmetics.SalesChannel:-Globalofficialwebsite-Tmall-JD-Yhd-SuningetcThereare80yearshistoryofGNC,salestoover50countriesaroundtheworldbecauseofthehighproductquality.2020HOWISTHECOMPETITOR’SSITUATION?

–

COMMUNICATION

Social:

-

OfficialWeibo&Wechat-Non-OfficialBBSaccount:BaiduTieba&DoubanSalespromotiononlinetooffline-Officialwebsite&Weiboannouncesalespromotiontoattractconsumers-Takeabetterconsumer

productexperiencewithmanystores.OfficialwebsiteBothChineseandEnglishwebsite,consumergettofindthedetailproductintroduction,andproduceentrancetoecommerce.IwomPotential

customeraskforproductionrelated,buttherewerenoattentionforbrand.21212021Competitors’MediaDeliverySummaryUnit:1000RMB-ByHealth’smediadeliverybudgetin2021was7,860,000RMBintotal,andmainlyfocusonthesecondhalfyear.-GNC’smediadeliverybudgetin2021was405,000RMBintotal,andonlydeliveredinJan.toFeb.-2021wasthefirstyearforSwissetoentertheChinesemarket,therewasnodeliverybudgetyet.2222TypeBudget(1000RMB)RateVideo5,68272.29%Portal83410.61%Fashion5066.44%Mediacal&health2252.86%IT1902.42%Other1251.59%Weibo1111.41%News961.22%Parent-child640.81%Region120.15%financeandeconomics70.09%BBS60.08%Game20.03%Total7,860100.00%OnlineMediaTypeByHealth·2021Mediadeliveryoverview2323TypeBudget(1000RMB)RateVideo40399.51%Portal20.49%Fashion-0.00%Mediacal&health-0.00%IT-0.00%Other-0.00%Weibo-0.00%News-0.00%Parent-child-0.00%Region-0.00%financeandeconomics-0.00%BBS-0.00%Game-0.00%Total405100.00%OnlineMediaTypeGNC·2021Mediadeliveryoverview2424OverallAwareness:ByHealth>GNC>SwisseByHealthisthemostwell-knowofthethreebrands,andSwissewentoverGNCsince2021whenenteredtheChinesemarket.25252626CompetitorLearning&OurOpportunitySwissecommunicationdirection

isFilmandfashion

with

thecelebrityNicoleKidman.By-healthcommunicateswith

YaoMingsportsdirectionand

worldwide.Theproductstheyarepromoting

inChinamarketfocusonbeautyandskincareforwomen.Althoughthereareseveral

productlinesunderBy-health,

theyfocusmainlyontheprotein

powder.Theyhaven’tgottheofficial

socialaccountstocommunicate

withTA.By-healthdidwellincooperation

withdrugstoreswithsome

rewardsprogramtothesales.Weneedtodefinethe

differencewithcompetitor.Ourproductlineismore

comprehensiveandfocuson

thelifeofperson.We’vealreadyrunaheadof

competitortocommunicate

withTAviamorereliable

officialimage.2727BLKKeySellingSKUandMKTSharevsSwisseSource:AiliPlatform2828KeyLearnings-WE’VEGOTLOTSOFPOTENTIALTARGETTOTHE18-35FEMALECONSUMERINTHENUTRIENTSUPPLEMENTSMARKETINCHINA:

There’shugedemandfornaturalandqualityhealthsupplementinChinamarket.ActiveYoungwhoseeksfunctionalbeautyandhealthsolutionandYoungmumwhoseekscomplementarynutritionforherselfandbabyareourcoretargetaudience.Blackmoresshouldsatisfytheirneedsbybuildingstrongbrandrelevancewiththemandofferingrespectivehealthsolutions.-DIGITALPLATFORMISEFFECTIVEWAYTOCOMMUNICATETOOURTA,CREATEMOREENGAGEMENTONIT:

Strongdigitalnativeoftwocoretargetgroup,theyactivelyseekinginformationandstudytheproductonlinebeforetheymakeapurchasedecisionandlovetosharetheirexperienceafterpurchase.Blackmoresneedstodeliverthekeysellingmessagetothemthroughvarioussocialanddigitalchannels.-BEAUTYLINEMAYBETHEPOTENTIALPOINTTHEFEWYEARSINTHEFUTUREFORBLACKMORES:

BlackmoresadvancedvsSwisseinsomeSKUsuchasEPO,VitE,FishOil,PBG,whilesSwissedominatethesalesofbeautycategory.Wehavehugegrowingspaceinbeauty,digestivehealthandbonecategory.-CONSUMERISTHEKEYTHINGS:

Consumer!Consumer!Consumer!TodrivetheBlackmores’Chinabusinesstoanothermilestone,weneedtoconsiderhowtorecruittheseconsumersandhowtoincreasetheloyaltyofourconsumer2929COMMUNCIATIONSTRATEGEY3030OIGAnalysis1.LaunchandextensionofbeautylineenrichedtheBlackmoresofferingtotargetaudience.

2.Secondchildpolicyincreasethemarketneedsforpregnancyandbabyproductsforyoungmum.

3.Aggressivelynewproductlaunch(EPD)

4.F16brandingactivitieswithLiNaandBingbing’sinvolvementhassignificantlyincreasethebrandawareness.Opportunitytocontinuebuildingrelevanceandtopofmindawarenessthroughcommunications,activationsandinnovation.

5.AheadofSwisseinsocialmediacommunication.1.Premiumpricingvskeycompetitormightincreasethethresholdforfirsttrialandconsumerswitch

2.AggressiveA&Pinvestmentandpromotionfromkeycompetitors

3.Smallteam,notabletofocusthemarketingtoeachcategoryRECRUITTARGETAUDIENCEANDCULTIVATELOYALTYBYLIFESTYLECONNECTIONWITHTA

1.DriveOngoingEngagement+ConnectionWithBKIYoungActive

2.AmplifyThe1st1000Days’NutritionEngagementWithYoungMum3.EnrichProductLine,IncreaseThePenetrationInWomen’sHealth,CV,JointAndEyeCategoryOPPORTUNITIESISSUEGROWTHSTRATEGIES3131OverallBrandStrategyBlackmoresisanAustralianhealth

supplementmanufacturerwithover85

yearsexperienceprovidingholisticnatural

healthproductsandwell-beingconsultancy

towomenandtheirfamilieswhopursuithealthyandqualitylife.

3232WHOWEARESomething:ConvenientHealthyMakingthemlookgoodGoodfortheirfamiliesaswellWHATTHETANEEDS?Blackmoresisthebestchoiceofnaturalhealthsupplementbrandsbecausewe

providetoconsumersnotjusthighqualityproducts,butalsocomprehensive

productrangeandhealthylifephilosophytooneselfandherfamily.

Becauseweunderstandthat,itismorethanhealthproducts.BrandMessagetotheMarketF17BrandCommunicationThinkingFlow3333BeMoreWhateventuallywebringtoourtargetconsumersis，notjustenjoyinghighqualityhealth

products,butalsotheguidanceandinspirationtowardahealthylifeforherandherfamily.Forgoodlooking,itismorethanbeautyonly.Itismoreimportanttobelookinggoodeffectively,

safelyandhealthilyForwell-being,itismorethantakingsupplementonly.Itisalsoaboutdiet,exercise,dailylife

pattern,etc.Wellbeingshouldcomeeasilyandnaturally.Forbabycare,itismorethanjustthebabiesbutalsothemumsaswell.Itisamorecomplexand

longercycle-frompreparation,givingbirth,infantcare,after-deliverycaringtofamilywell-being–thanwhatwethought.SuggestedCommunicationPlatform3434SUGGESTEDBRANDCAMPAIGNSLOGANBeMore為健康加“FUN〞作為一個時尚的健康品牌，澳佳寶給消費(fèi)者帶來的不止是優(yōu)質(zhì)產(chǎn)品，更是一種整全的，

簡單輕松的，充滿樂趣的，能照顧全家人不同需要的健康生活方法。3535COMMUNICATIONARCHITECTUREBeautyVitalityGrowth為健康加

FUN美麗，加一點(diǎn)色彩活力，加一點(diǎn)天然成長，加一點(diǎn)關(guān)心YoungModernWomenPregnantWomenorYoungWomenPreparingtobePregnantProductThemeCorrespondingTACorrespondingProduct2021/17BRANDCAMPAIGN–BUDGETALLOCATION363620212021JulAugSepOctNovDecJanFebMarAprMayJunFocusCampaignsAustralianOpenSport&WellBeing(VitalityProducts)Women’sDayBeauty&MumCare(Beauty&MumProducts)Mid-SmallCampaignsSydneyRunDouble11Mother’sDayX’Mas&NewYearPeakof16-17BrandCampaignSustainingBrandCampaignsOn-goingSocialMedia&ePRRMB

6

millionsRMB

5

millionsRMB

1.5

millionsRMB

2

millionsRMB

1.5

millionsRMB

2

millionsRMB

1.5

millionsTOTAL:

RMB

19

MillionsCampaign:SydneyRun37373838活動主題：RunMore澳佳寶倡導(dǎo)的跑步，是一種“加一點(diǎn)〞的跑步主張。RunMore是始于健康，不止于健康。跑步，可以跑出樂趣，跑出朋友，跑出美麗，跑出FUN，跑出各自的精彩。同時，呼吁大家跑起來，你可以得到更多。3939自信美麗快樂成就感正能量健康，不僅僅是身體的健康。跑步，更是一項身心健康的運(yùn)動。這也正與澳佳寶的品牌理念不謀而合。網(wǎng)絡(luò)視頻用真實(shí)的鏡頭，記錄普通跑步者因為跑步而獲得的優(yōu)點(diǎn)。用跑步吸引人之處，用李娜的號召力，呼吁更多的人跑起來。40404141你為什么而跑？4242當(dāng)你不顧一切地堅持跑完便覺得仿佛所有的東西都從軀體最深處擠榨了出來一種類似自暴自棄的爽快感油然而生4343為了用跑步消化負(fù)能量為了幫我把壓力都跑掉因為他說，我跑起來更美因為只要我跑，這個世界就是我的健身房跑步，讓我更專注。跑步，讓我更自信跑步，最好的理由，就是沒有理由?！皑?444跑步，不只為了健康。如果不跑，你不會知道這些?！皑昐ydneyRunCampaignFlowOfflineEventSydneyRunWarmUpParticipationIWOMSocial&EPR&KOLOnlineMarathonSocial&EPR7.197.308.269.18MediaSupportPhase1Phase2Phase3AnnounceBlackmoresMarathonCampaignanddrivethemtoattendourofflinecampaignCreateengagementwithconsumersthroughOnlineMarathonactivityandselectoneortwouserstoparticipateSydneyMarathon.BuildawarenessthroughsocialmediaandKOLlivebroadcast.4545WarmUp(OfflineEvent)46464747用李娜的明星效應(yīng)，通過有趣的互動形式，讓現(xiàn)場觀眾參與跑步運(yùn)動，最后引李娜現(xiàn)身，為后續(xù)的線上馬拉松活動啟動開跑儀式。Benefit：1、李娜現(xiàn)身具有話提醒、引起廣泛傳播

2、倡導(dǎo)消費(fèi)者隨時隨地動起來的健康理念和李娜一起，為健康開跑！啟動儀式亮燈裝置，出現(xiàn)LiNa4個英文字母后，李娜出場，活動正式開場活動當(dāng)天邀請品牌形象大使李娜、澳佳寶高層、悅跑圈紅人共同啟動悉尼跑活動。后期活動所得善款全額捐贈給范冰冰“愛心的里〞基金會。4848OPTION

A

以與李娜互動為主49495050在商業(yè)中心的廣場上，有一個電子屏幕。屏幕上李娜出現(xiàn)，和路過的行人打招呼。她說：嘿！你～就是你～〔敲擊屏幕，朝路人揮手〕天氣再熱也不要忘記運(yùn)動～脫下高跟鞋，讓我們隨時隨地跑起來。〔指了指不遠(yuǎn)處〕只要你能跑到終點(diǎn)，就能見到我哦～還等什么！開跑！〔屏幕開始計時〕終點(diǎn)屏幕上也會出現(xiàn)屏幕，李娜在屏幕上說：太好了！恭喜你跑到終點(diǎn)！成績在前20名的參與者，將在活動最后，見到李娜并獲得她親筆簽名的產(chǎn)品。最后，大樓上的巨幅海報揭秘“趣悉尼，跑出更多〞的線上馬拉松活動主題。路人在工作人員指示下，在特別鋪設(shè)的跑道上奔跑，Step

1：接受指令Step

2：開始跑步Step3：任務(wù)完成Step

4：活動揭幕在商場中庭設(shè)置一些跑步機(jī)，參與的人群帶上VR眼鏡，置身悉尼沖線情境中5151SuggestionfortheOfflineEvent-A在商場中設(shè)置測速機(jī)，屏幕中顯示李娜速度&參與者速度，如果參與者跑的比李娜快，除了常規(guī)參與禮，會有額外的禮物贈送5252SuggestionfortheOfflineEvent-B建議活動場地1，正大樂城5353建議活動場地1，正大樂城商場屬于半開放式形態(tài)，中庭非常開闊，可以搭建一些簡單跑步道具，周邊商務(wù)樓聚集，飯點(diǎn)人群密集。戶外大屏開闊中庭5454建議活動場地2，虹橋南豐城5555建議活動場地2，虹橋南豐城商場中庭面積開闊，場外豐尚街場地方正，非常適合短距離跑步，商場周邊商務(wù)樓非常密集5656OPTION

B

–

1成群網(wǎng)紅為第一爆點(diǎn)，李娜為第二爆點(diǎn)5757網(wǎng)紅是時下非常熱門的一群人，有自己的忠誠擁護(hù)者，有自己的長期合作品牌etc……5858設(shè)想：一群網(wǎng)紅身著相同服裝共同出現(xiàn)在鬧市區(qū)，平時通過他們本身微博微信的渠道招募白領(lǐng)人群，告知在8月中會有一場戶外趣跑活動，中午花10分鐘參與趣跑，就會有額外的驚喜。5959活動當(dāng)天：30個身著統(tǒng)一服飾的網(wǎng)紅〔作為第一次爆點(diǎn)〕+他們本身招募的白領(lǐng)，從辦公樓中心往周邊商業(yè)或者廣場跑，跑的過程中，招募更多的白領(lǐng)參與。6060活動當(dāng)天：跑到終點(diǎn)的時候，所有參與的人擺出LiNa字樣并呼喊李娜名字，然后李娜驚艷登場，給所有人一個surprise〔作為第二次爆點(diǎn)〕。6161OPTION

A

-

2身材火辣健身教練為第一爆點(diǎn)，李娜為第二爆點(diǎn)6262大家還記得北京&上海AF專柜開幕時的熱況么？前期朋友圈瘋傳，開業(yè)當(dāng)天無數(shù)人爭先恐后去合影，后期各種曬照。身材熱辣的男人永遠(yuǎn)都是話題，更何況是一群身材熱辣的健身教練呢？6363設(shè)想：用身材非常健美的健身教練們吸引眼球，并在平時通過他們本身健身房的渠道招募白領(lǐng)人群，告知在8月中會有一場戶外趣跑活動，中午花10分鐘參與趣跑，就會有額外的驚喜。6464活動當(dāng)天：30個身材火辣的健身教練〔作為第一次爆點(diǎn)〕+他們本身招募的白領(lǐng)，從辦公樓中心往周邊商業(yè)或者廣場跑，跑的過程中，招募更多的白領(lǐng)參與。6565活動當(dāng)天：跑到終點(diǎn)的時候，所有參與的人擺出LiNa字樣并呼喊李娜名字，然后李娜驚艷登場，給所有人一個surprise〔作為第二次爆點(diǎn)〕。6666建議活動場地1，淮海路&襄陽公園，覆蓋西淮海商務(wù)圈起點(diǎn)終點(diǎn)6767建議活動場地2，徐家匯&徐家匯公園，覆蓋徐家匯商務(wù)圈起點(diǎn)終點(diǎn)6868A、B兩個方案都需要同時進(jìn)行前期微博熱門話題：

－與新浪微博發(fā)動活動話題

－20-30個大V同時直發(fā)活動話題

－粉絲通過網(wǎng)紅觀看現(xiàn)場直播－引流至活動現(xiàn)場，更多人參與其中直播平臺：－淘寶直播〔現(xiàn)場活動轉(zhuǎn)播〕－天貓直播〔現(xiàn)場活動轉(zhuǎn)播+產(chǎn)品介紹引流售賣〕3)拍攝視頻，后期用作宣傳6969?男士健康?全國發(fā)行量：78萬冊合作形式：雜志軟文活動報道2P

品牌高層采訪1P官方微博：互動直播2條官方微信：活動傳播2條TendsCooperation-Men’sHealth7070?時尚健康?以身心靈健康、美麗、快樂為核心，倡導(dǎo)享受時尚，投資健康。讀者粉絲群體為年輕白領(lǐng)較多，年齡段在22-37歲間居多。極易接受新鮮事物及潮流品牌。全國發(fā)行量：115萬冊合作形式：雜志軟文活動報道2P官方微博：互動直播2條官方微信：活動傳播2條TendsCooperation-TendsHealth7171創(chuàng)刊22周年，期刊市場領(lǐng)導(dǎo)品牌全方位打造女性魅力全方位關(guān)注女性心靈成長引領(lǐng)中國女性更獨(dú)立、更成功、更性感COMPLETEAIDTOCREATEAFABULOUSWOMANCOMPLETECAREFORWOMEN’SMINDANDSOULLEADINGCHINESEWOMENTOBEMOREINDEPENDENT,SUCCESSFUL,ANDSEXYCOSMO官方微信粉絲20萬雜志類微信綜合排名NO.1日均圖文頁閱讀次數(shù)：15萬日均分享轉(zhuǎn)發(fā)人數(shù)：3000次合作形式：雜志軟文活動報道1P官方網(wǎng)站：焦點(diǎn)圖、通欄、活動報道〔具體排期根據(jù)推廣時間設(shè)置〕官方微信：活動傳播1條全國發(fā)行量：220萬冊TendsCooperation-COSMOPOLITAN7272OnlineMarathon7373BLACKMORE×與跑步APP〞悅跑圈〞合作，舉辦一場線上馬拉松，鼓勵消費(fèi)者通過跑步來贏取到悉尼馬拉松現(xiàn)場的時機(jī)，更倡導(dǎo)一種健康的生活方式，讓消費(fèi)者感受到跑步也可以很FUN。趣悉尼跑出更多2021澳佳寶線上悉尼馬拉松7474Banner掃描二維碼參加“澳佳寶線上悉尼馬拉松〞#趣悉尼跑出更多#畫面描述：用插畫的形式，由李娜領(lǐng)跑，一幫群眾消費(fèi)者跑步。遠(yuǎn)景是悉尼7575H5ActivityInvitation76767777用跑步釋放所有壓力澳佳寶2021線上馬拉松趣悉尼跑出更多用堅持變得更美澳佳寶2021線上馬拉松趣悉尼跑出更多用汗水甩掉所有不愉快澳佳寶2021線上馬拉松趣悉尼跑出更多登陸悅跑圈“澳佳寶2021悉尼馬拉松〞趣悉尼跑出更多我要去悉尼7878H5ActivityInvitationMechanismOnRunAPP7979UserscouldinviteonepersontoattendhisRunGroupafterherun5km.Thepersonbeeninvitedalsocaninviteonepersonafterherun5km.Grouphaslongesttotaldistancewouldwintheactivity.5km/P5km/P5km/P5km/PGroupA5km/P5km/P5km/PGroupBVS100KM70KMFrontPage

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RulesClicktoparticipateClickandapplyfortheactivity，meanwhileuserscancreatetheirown“Num〞ActivityRules8080BrandBadge專屬定制屬于這次澳佳寶的線上馬拉松榮譽(yù)勛章。依照賽事規(guī)那么，送給參與者，滿足參與者的參與感和榮譽(yù)感。1.虛擬勛章不僅僅存在于用戶勛章庫。2.虛擬勛章可通過社交工具做APP外傳播分享。3.虛擬勛章可被APP內(nèi)其他用戶查看。8181112時尚網(wǎng)持續(xù)資訊宣傳預(yù)告每天派同步資訊宣傳預(yù)告四大SOCIL平臺傳播擴(kuò)散文章內(nèi)加入活動二維碼或鏈接時尚網(wǎng)官方微博直播時尚網(wǎng)圖文資訊全面報道每天派APP資訊同步報道四大SOCIL平臺傳播擴(kuò)散活動前期活動當(dāng)天活動后期TrendsCo-operation-Trends–ExternalTrafficBannersColumn8282SydneyRunLiveBroadcast8383SocialMedia5月8日5月8日8484節(jié)目類型：周播節(jié)目時長：40分鐘播出時間：周四23:30播出平臺：深圳衛(wèi)視

電視欄目內(nèi)容時尚品質(zhì)族群充分集結(jié)ASSEMBLEDELITE晚間檔，是時尚品質(zhì)生活人群集中收視的時段，電視觀眾集中收視人群趨向三高，高學(xué)歷、高收入、高消費(fèi)，他們熱愛生活，追求品質(zhì)。“健康、時尚、高端”成為他們這類時尚族群生活品質(zhì)的關(guān)鍵詞，他們有獨(dú)立優(yōu)越個性的消費(fèi)觀，是各大品牌最值得投資的目標(biāo)消費(fèi)人群。深圳衛(wèi)視晚間欄目帶THECOUNTRYRANKEDFIFTH播出平臺TVBROADCASTPLATFORM深圳衛(wèi)視擁有無可爭議的收視優(yōu)勢，在深圳、北京、上海、天津、太原、濟(jì)南、武漢、成都尤為明顯。04-14歲15-24歲35-44歲45-54歲55-64歲25-34歲25-54歲主流觀眾68%平臺價值人群提升觀眾品質(zhì)不斷提升，提升平臺含金量深圳衛(wèi)視主流收視人群明顯優(yōu)勢合作形式：活動現(xiàn)場拍攝制作官方傳播：電視欄目中運(yùn)動版塊專題報道3-5分鐘

產(chǎn)品特寫鏡頭

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Print:Cosmo+TrandsHealthTV:TrandsHealthTVDigital:Trands+PlusEventReportBlackmoresInterviewBannersEditorialProgramOnShenZhenPSTVEventVideoContentCreationTrendcouldprovidemultipleresourcethroughoutdifferentplatformCampaignRoadMapOfflineEventWarmUpParticipationIWOMSocial&EPR&KOLAPP:Run-OnlineMarathonSocial&EPR7.197.308.269.18Phase1Phase2Phase38888TrendsHealthTVTrendsPrintTrendsDigital1.2M1.2M0.6MRMB0.8M需確認(rèn)OfflineEvent價格Campaign:AustralianOpen89899090Keywords:AustralianOpenLiNaSports&NaturalWell-BeingKeyObjectives:ToenhanceBlackmoresbrandawarenessleveragingontheworldclasseventAustralian(whichwearethesponsor!)Tocommunicateournaturalandholisticphilosophyofwell-beingviasport-relatedcontent(soastosupportvitalityproductsalesatthesametime)-2021澳網(wǎng)加FUN〔TentativeCampaignTheme〕9191KeyTactics:CooperatewithLiNaandwesendherto

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9393KeyVisual9494IqiyiAOCampaignSiteMockUp9595李娜除了帶著觀眾看澳網(wǎng)比賽之外，更會分享墨爾本健康美食和她的健康生活奧秘，植入澳佳寶產(chǎn)品?李娜的健康“澳〞秘?Part1.澳大利亞健康的自然生態(tài)環(huán)境游覽〔室外〕Part2.李娜分享健康美食和澳佳寶的產(chǎn)品〔室內(nèi)〕IqiyiDocumentary96961、參觀澳洲最正確綠色餐廳「澳洲有機(jī)茶館TheRabbitHole」，感受澳洲綠色草本養(yǎng)生。2、李娜為大家傳達(dá)澳佳寶的生產(chǎn)品質(zhì)和健康理念1、海灘享受最健康和美麗的海灘時光，進(jìn)入澳網(wǎng)賽場觀看決賽。2、李娜為大家介紹她懷孕前后的健康心得，以及澳佳寶產(chǎn)品。李娜的健康“澳〞秘1、環(huán)游“花園之都〞墨爾本：體驗健康舒適的生態(tài)之旅。2、李娜在介紹澳洲健康美食以及擁有同樣健康成效的澳佳寶產(chǎn)品第一集：健康環(huán)境“澳〞秘第二集：澳佳寶健康“澳〞秘第三集：母嬰健康“澳〞秘9797澳佳寶特別賽〔愛奇藝Banner〕9898澳佳寶特別賽〔天貓活動頁〕9999100100AOMediaSummaryYoungActiveSportsLoverCooperatewiththosemediawhowouldbroadcastAOrelatedcontentandintergradewouldproduct.3.SportsChannelCooperation4.KOLSportsTennisApproachourconsumersonNewsAPPwithcontextualtargeting.1.StreamAdsonNewsAPPTennisLover2.WechatMomentAdsCreateonlinebuzzonWechat5.OfflineHaveadvertisingintoppopularCBDareainSHorBJtobuildawarenessNewsAPPStreamAdsStreamAdsonNewsAPPcouldeasilycatchusersattention,especiallywewould

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