091027y09 nescafe rtd 2nd campaign proposal v4.0数学.ppt

2009 Nescafe RTD 2nd Campaign ProposalAgenda§项目回顾 1st Campaign, Review§消费者反馈 Consumer Feedback§已有的资源 Resources§任务及目标 Tasks and Objectives for 2nd Campaign§创意策略 Creative Idea§执行规划 Plan and Execution§效果评估 Evaluation项目回顾项目回顾 1st Campaign, Review 2009年8月至10月，Nescafe RTD与POCO网合作，成功举办了“雀巢咖啡玩上雀巢咖啡玩上‘饮饮’.漫画总动员漫画总动员”主题活动 ()Nescafe RTD successfully realized the Nescafe RTD creative cartoon contest with the cooperation of POCO from August to October 2009The campaign …§吸引了全国69,571名名网友参与，收集了5,837幅幅漫画作品，活动网站浏览量达3,940,134次次... attracted 69,571 netizens nationwide, triggered 5,837 cartoons and reached 3,940,134 pageviews§成功引发了目标消费人群——年轻消费者之间的口口相传，巧妙传达了“无论到哪里，和你在一起”的品牌精神，提升了雀巢咖啡即饮饮料的知名度和美誉度… successfully created WOM-spreading within the target audience of young consumers. It effectively spread the brand essence and improved brand awareness and reputation of Nescafe RTD within the target group上海地区参与情况上海地区参与情况Shanghai regional participation多数的活动参与者来自于广东省，其次来源于上海市多数的活动参与者来自于广东省，其次来源于上海市The majority of participants were from Guangdong province, the second largest group was from Shanghai原因是：Reasons:§广东省的人口基数比上海市高The population of Guangdong province is much bigger than the population of Shanghai§POCO注册用户中，广东用户略多于上海用户A higher percentage of POCO users are located in Guangdong province项目回顾项目回顾 1st Campaign, Review活动参与人数的各地区比例Regional ratio of participants上海是活动参与人数第二高的地区，并且拥有较高的活动关注度(从网站浏览量、独立访问用户量等可看出)；因此可以选择在上海，进行线上与线下结合的活动因此可以选择在上海，进行线上与线下结合的活动The participations from Shanghai were the second highest group. According to the number of page views and unique visitors, netizens from Shanghai were highly attracted by the campaign-> Shanghai is the appropriate city to hold an activity that combines online and offline channels项目回顾项目回顾 1st Campaign, Review内容Item全国总数据Total上海地区数据Shanghai region上海占全国比例Regional ratio备注Remarks总浏览量Page Views*3,940,134352,2478.94% *总浏览量：活动网站的总访问数。

图片、辅助元素、非完整页面的浏览量除外Page Views: Hits to files designated as pages. Supporting graphics and other, non-page files are not counted.独立访问用户量Unique Visitors*983,28490,3639.19% *绝对造访人次 ：活动期间访问网站的独立用户如果某人访问网站多次，按一次计算Unique Visitors: Individuals who visited our site during the report period. If someone visits more than once, they are counted only the first time they visit.广告总点击量Advertising clicks1,003,98789,5558.92% 活动总参与人数Participants* 69,5716,261 9%*参与人数 ：活动期间在网站付诸任何互动行动的网友人数，行动包括上传作品、投票、邀请好友、转发作品给好友Participants: Individuals who took actions during the campaign, actions include uploading works, voting, inviting friends, and forwarding works to others. 消费者反馈消费者反馈Consumer Feedback根据100多名活动参与者的回访结果，本次活动主要的成功因素是:According the results of the interview of more than 100 participants, the most critical success factors are:§有趣的DIY机制 Funny DIY mechanism§丰厚且具有吸引力的奖品 Attractive and big quantity of prizes §网站有创意的设计和简易的参与方式Creative design and friendly usage of the mini-site§能够传递情感 Exchange of emotions between friends已有的资源已有的资源Resources在“雀巢咖啡玩上‘饮’ 漫画总动员”活动结束后，我们获得了以下资源:By conducting the 1st campaign, Nescafe RTD collected the following resources:§超过60,000名名曾参与活动的注册用户Data of more than 60,000 registered participants§拥有近6,000幅幅雀巢咖啡漫画作品About 6,000 user generated cartoons§辐射9700万名万名POCO网注册用户The cooperation with POCO offers the chance to reach 97,000,000 registered POCO users任务及目标任务及目标Tasks and Objectives for 2nd Campaign综合已有的资源、有限的预算，我们需要:With the useful resources collected but a limited budget, the new campaign should achieve:§在2010年销售旺季来临之前，策划一场具有延续性的延续性的CampaignThe continuation of the campaign before the main sales season in 2010 starts§时间：时间：2009年12月-2010年1月Time: Dec. 2009 – Jan. 2010§目的：目的：Objective：：§保持消费者对产品及品牌的持续关注Maintain consumer attention for Nescafe RTD§引发新一轮口碑传播，扩大活动影响的人群Cause a new round of WOM to amplify the influencein the target group任务及目标任务及目标Tasks and Objectives for 2nd Campaign§策划要求Requirements:§基于网络为主要平台的推广2nd campaign should be based on the existing digital platform§延续“DIY创作”的活动主题Continue the mechanism of DIY online§结合店内促销Link to the sales channel (in-store activities)§考虑冬季的季节特征Consider the featuring of the season (winter)目标目标消费者对产品的持续关注引发口碑传播，扩大影响人群已有资源已有资源超过60,000名注册用户用户超过9,700万的POCO社区近6,000幅漫画作品消费者洞察消费者洞察有趣的DIY机制有吸引力的奖品创意的设计及简易的参与有情感的传递雀巢咖啡递心意雀巢咖啡递心意佳节齐来玩上佳节齐来玩上“饮饮”Enjoy Nescafe RTD, share your fun创意策略创意策略 Creative Idea创意阐释创意阐释Idea Explanation1.圣诞节和新年来临之际，给TA送上我的心意Send greetings to friends during X’mas & New year (deliver Nescafe RTD’s brand message)2.选一幅能传递祝福的漫画或者自己DIY漫画Choose or DIY one cartoon for your greeting card (implant brand info)3.写上我的祝福，制成“雀巢咖啡心意卡”送给TA Write down personal greetings to finish DIY and send the card out (cause WOM)4.和TA分享欢乐，和我一起玩上“饮”Share happiness with friends and enjoy Nescafe RTD together (consumers experience fun from Nescafe)5.发送越多贺卡，越多机会获得节日大奖Send more cards, get more chances to win gifts (motivation)6.收到贺卡后，把优惠券打印下来，可以到便利店收获一罐雀巢咖啡Win coupons after receiving cards to buy 1 get 1 free (link to sales)线上平台线上平台Online Platform: 1. 活动网站Mini-site on POCO (for POCO users)2. 富媒体Rich Media (for Shanghai Netizens)线下平台线下平台Offline Platform:店内促销In-store (link to the sales)线上推广线上推广Online promotion: Ads, BBS雀巢咖啡递心意雀巢咖啡递心意佳节齐来玩上佳节齐来玩上“饮饮”Enjoy Nescafe, share your fun.执行规划执行规划Planning and ExecutionPreparationLaunchAward12/14-01/03，1st round, ShanghaiBetween 01/03 and the spring festival, promote to GZ, BJ or SZ雀巢咖啡递心意，佳节齐来玩上雀巢咖啡递心意，佳节齐来玩上“饮饮”Enjoy Nescafe RTD, share your fun.活动网站活动网站Mini-site线上平台(主要针对全国的POCO用户)Online platform for POCO users nationwide创作电子贺卡DIY a new eCard进入贺卡中心，查看所有贺卡Visit card centereCard DIY Step 1使用DIY工具制作卡通画面Design card InterfaceeCard DIY Step 2保存贺卡Save cardSend card Step 3提交(系统发送贺卡)Submit(eCards sent by system)收件人收到电子贺卡并打开Receive eCard网站首页HomepageJoin the campaign登录Log in enquire登录Log in进入个人作品空间Enter personal spaceSend card Step 1选择已有贺卡Choose eCardSend card Step 2输入祝福语及邮件地址Enter greetings & e-mail address提示未登录者先登录Log-in enquire for un-logged visitors网站活动流程网站活动流程Mini-site – Navigation Flow被抽中后，可选择下载e-mail或SMS电子折扣券Download e-coupon via e-mail or SMS点击抽奖按钮Click through to launch lucky draw点击网站链接Click web link to mini-site店内促销Link to sales雀巢咖啡递心意，佳节齐来玩上“饮”注册 | 登陆发送电子折扣券到恭喜！您已经获得雀巢咖啡即饮饮料电子折扣券一份 。

凭短信或打印的E-mail，到上海地区指定店内购买雀巢咖啡即饮饮料产品可享买一送一的优惠点击参加雀巢心意卡DIY活动下载电子折扣券并打印抽奖结果页面示例抽奖结果页面示例Sample of Lucky Draw Page富媒体富媒体: 针对上海地区的活动平台针对上海地区的活动平台Rich Media - Special Trick To Target Towards Shanghai consumers为了覆盖更多的上海地区的消费者，促使他们参与店内促销的活动，我们需要创造一个更具地域性的更精准的活动平台——富媒体In order to reach more Shanghai consumers and drive them to take part in the in-store activity, Nescafe RTD needs an accurate and regional online platform: Rich Media富媒体如何精准到达目标人群？How to reach the target consumers?根据事先锁定的关键词，例如：雀巢、咖啡、圣诞节、新年等与活动受众相关的词语匹配人群；当目标人群访问含关键词的网页内容时，该内容页上弹出视窗广告The ad only pops up when the target consumers visit sites that contain selected keywords 通过号码段识别用户所在区域是否属于上海，并针对上海地区人群发送彩信MMS can be sent to the people who live in ShanghaiAccurate Region地区精准地区精准Accurate Behavior行为精准行为精准富媒体活动流程富媒体活动流程Rich Media – Navigation Flow互联网互联网From Web移动网移动网To WAPStep1:在匹配内容页跳出雀巢咖啡活动广告（FLASH OR TVC）The ad pops up when Netizens visit websites (ad format: Flash or TVC)Step2:通过鼠标的互动（左右移动）选择喜爱的节日贺卡Choose a card by mouse movement您的姓名：朋友：您的祝福：Step3:选定贺卡后，输入本人昵称、好友号码及祝福语后，点击“确认”完成Submit your name and friend’s mobile numbers with your greetingsStep4:所有被祝福的好友将收到来自你委托雀巢发送的彩信贺卡Friends will receive eCards (the 1st round MMS sending)购买任意一款雀巢咖啡即饮饮料，即可免费再获一罐，和好友一起玩上“饮”Step5:上海地区的好友将在获得彩信贺卡后，收到彩信折扣券(共发送三轮，每周一轮)Shanghai recipients will get coupons (the 2nd round MMS sending; will be sent out 1 time per week)XXX祝您圣诞快乐，越来越美丽！富媒体活动机制富媒体活动机制Rich Media - Planning12/14 – 01/03吸引网友吸引网友(尤其是上海的尤其是上海的网友网友)参与活动参与活动Target consumers (especially who live in Shanghai) notice the campaign and take part Senders更易参与更易参与Easily get involved通过富媒体直接作为活动参与方式，避免二跳造成参与者流失(也可通过点击进入WEB参与)Easy to take part in the campaign (no need to visit the campaign mini-site)12/14 – 01/03收到好友发来的收到好友发来的电子贺卡彩信电子贺卡彩信People receive eCards via MMSRecipients更易传播更易传播Convenient user generated ads从网络到，品牌信息更广泛更容易到达消费者Conveniently get an eCard via MMS (ne need to start laptop or computer) ; easily cause WOM12/14-01/03上海地区的收卡人上海地区的收卡人将收到折扣券彩信将收到折扣券彩信Shanghai recipients can win e-couponsRecipients精准到达精准到达Targeted communication针对上海地区消费者，更好拉动线下活动Send coupons only to recipients in Shanghai选择贺卡(富媒体广告)Choose eCard (via Rich Media)发送贺卡 (彩信)Send to friends (via MMS)12赢取电子折扣券 (彩信)Recipients have chances to win e-coupon (via MMS)3店内促销店内促销In-store线下平台(店内促销)Offline platform (link to sales)§目的目的Objective:§与线上活动结合，提升线下的销售To raise sales volume by linking to online campaign§通过店铺合作吸引更多的活动参与者，扩大影响人群To amplify the influenced group by cooperating with stores§活动时间活动时间Duration: 12/14 – 1/31§合作对象合作对象: 上海连锁便利店(如FamilyMart, 实际执行及合作对象视品牌方而定)Partner: Convenient stores in Shanghai (e.g. FamilyMart); cooperation and execution depends on Nescafe RTD’s distribution partners)店内促销店内促销In-store§准备工作准备工作Preparation: §每个店铺需由Nescafe RTD销售代表及灵思执行专员进行briefEach cooperating store will be briefed by a Nescafe RTD sales representative and a Linksus executive§每个店铺需放置一份简单的操作手册以便解答消费者疑问A briefing book will be provided to each cooperating store; a helpline will be set-up for customer questions and complaints §店内布置店内布置: 宣传海报，X展架，货架贴，宣传单页，集卡信箱等In-store decoration: posters, X-stands, shelf stickers, flyers, mail box, etc.店内促销店内促销In-store§活动方式活动方式Mechanism:§店内寄送贺卡店内寄送贺卡Send cards in store§消费者在指定店内购买雀巢咖啡即饮饮料，即可获得自选心意卡自选心意卡一张(图案由雀巢提供的多款漫画供选择，印有活动网址，并已含邮资)Consumers can get one optional greeting card for free by buying a tin can of Nescafe RTD. (The picture on the card prepared by Nescafe RTD with mini-site link and postage)§填写收件人信息及祝福语，可获得在节日期间免费寄送免费寄送服务 (可由店员代为收集统一寄送，或自行投递到邮箱)The postcard comes with a stamp so that consumers can send it for free to their friends. The stores will assist in sending the postcards (customers do not need to find a mail box)§另外，免费寄送服务仅限12/14-01/03期间Note: Free delivery service will be provided from 12/14 to 01/03店内促销店内促销In-store§凭电子优惠券购买产品凭电子优惠券购买产品Use e-coupon to buy product§收到好友通过网站发送的电子贺卡后，均有机会获得电子折扣券电子折扣券 (e-mail、短信或彩信形式，内文中均具有唯一编码)Every consumer who receives an eCard from a friend has the chance to win e-coupons (SMS and email from mini-site; MMS from Rich Media)§凭短信、彩信或打印的E-mail，到指定店内购买雀巢咖啡即饮饮料产品可享买购买雀巢咖啡即饮饮料产品可享买一送一一送一Buy 1 Nescafe RTD, get 1 free by using e-coupon from SMS, MMS or printed email§店员在兑换优惠时，需要:The shop assistant should: 1. 甄别短信及彩信的统一发送短号是否正确(即发送者的号码)Check the authenticity of sender’s number 2. 记录下每份折扣券的唯一编码Record the unique code of e-coupon 3. 将短信及彩信删除; 打印的邮件需回收存档Delete the used SMS and MMS, collect the printed email广告投放策略广告投放策略 (POCO)Advertisement – Strategy (POCO)Launch crazy ad + EDM push§活动前两周集中更多的广告资源，可吸引网友在圣诞节前开始发送圣诞节及新年贺卡The ad posting will focus on the first 2 weeks as people normally send out greetings before Christmas, covering Christmas and New Year §在活动期间，针对圣诞节及新年投放两套不同的广告创意During the posting period, the ad design will be adjusted 2 times: 1st to promote Christmas; 2nd for New Year §在不同阶段，发送两次电子邮件给两批不同的用户，邀请他们参与活动At different stages, 2 EDMs will be delivered to different receiver groupsPhase 1：： 通过广告及邮件告知活动信息During the first week, launch advertising and EDM to announce the kick-off of the campaign. Phase 3：： 通过更换广告创意，吸引网友在新年之际发送新年贺卡In this week, key message will shift to promote New year card. Phase 2：： 增加广告投放，吸引网友关注In this week, especially the first 3 days, more spots will be input to attract people’s attention.Dec 2009Jan 2010141516171819202122232425262728293031123EDM announce kick-off Dec 2009Jan 2010141516171819202122232425262728293031123Key message ：圣诞心意也个性雀巢随卡送好礼送卡收卡都有惊喜！[快快参加]Key message ：元旦啦！雀巢帮你打造超创意贺卡 送卡收卡都有礼！ [快快参加]首页大方图Homepage big square摄影频道焦点图Photograph: focus picture个人空间邮件通知Personal space: EDMMy Poco频道焦点图My Poco homepage: focus picture广告资源示例广告资源示例 (POCO)Advertisement – Resources (POCO)§个人空间邮件及My Poco频道焦点图具有很高的点击率EDM and focus picture on My Poco homepage have proved high click-through rates during the Cartoon DIY campaign§摄影频道作为POCO的热门频道，吸引了大批和活动目标人群特征相符的、喜欢创作的年轻网友Photograph channel is one of the hottest channel of P. It targets creative people who like to take photos and who have a sense for visual design. This group matches well with the campaign’s target audience Budget (including Rich Media)Items#ContentUnit priceQuantityAmountRemarksMini-site1Mini-site construction￥70,000 1 ￥70,000 　2POCO designing fee￥30,000 1 ￥30,000 　3Prizes￥15,150 1 ￥15,150 including USB sticks, watches and distribution fee 4SMS sending￥0.1010,000 ￥1,000 　Sub-total￥116,150 　Rich Media1Targeting ads￥2.40 18,000 ￥43,200 calculated by clicks(total clicks:18,000)2MMS sending￥0.30 9,000 ￥2,700 　Sub-total￥45,900 　In-store action1Materials producing￥400 40 ￥16,000 calculated by stores, including poster, shelf talker, etc. 2Logistics￥100 40 ￥4,000 calculated by storesSub-total￥20,000 　POCO cooperation1Hard & soft ads￥144,500 1 ￥144,500 banners, EDM, BBS release, etc.Total￥326,550　Service fee￥48,983 15.00%Tax￥20,654 5.50%Grand total￥396,187　Evaluation (including Rich Media)•Participants (In-store)*: The estimated participants won’t include the people who use e-coupons as it is very hard to calculate the conversion rate from the online activity to the sales channel. We calculate the participants who send cards only. This number depends on the sales of Nescafe RTD’s distribution partner as well.ChannelsItemsEstimated performanceRemarksIn-store (SH)Participants*8,000People who send cards in store(no calculate e-coupon using); Refer to 10 participants per store per day, a total of 40 stores and 20 daysPOCO AdsPage views90,370,000Page Views: Hits to files designated as pages. Supporting graphics and other, non-page files are not countedClicks249,000Total number of clicksMini-sitePage views423,300Page Views: Hits to files designated as pages. Supporting graphics and other, non-page files are not counted.Participants15,000Total number of sending & opening eCardRich MediaPage views900,000Page Views: Hits to files designated as pages. Supporting graphics and other, non-page files are not countedClicks18,000Total number of clicksBudget (without Rich Media, more POCO ad input)Items#ContentUnit priceQuantityAmountRemarksMini-site1Mini-site construction￥70,000 1 ￥70,000 　2POCO designing fee￥30,000 1 ￥30,000 　3Prizes￥15,150 1 ￥15,150 including USB sticks, watches and distribution fee 4SMS sending￥0.1010,000 ￥1,000 　Sub-total￥116,150 　In-store action1Materials producing￥400 40 ￥16,000 calculated by stores, including poster, shelf talker, etc. 2Logistics￥100 40 ￥4,000 calculated by storesSub-total￥20,000 　POCO cooperation1Hard & soft ads￥180,000 1 ￥180,000 banners, EDM, BBS release, etc.Total￥316,150　Service fee￥47,423 15.00%Tax￥19,996 5.50%Grand total￥383,569　Evaluation (without Rich Media, more POCO ad input)ChannelsItemsEstimated performanceRemarksIn-storeParticipants9,000People who send cards in store(no calculate e-coupon using); Refer to 10 participants per store per day, a total of 40 stores and 20 daysPOCO AdsPage views114,430,000Page Views: Hits to files designated as pages. Supporting graphics and other, non-page files are not countedClicks280,100Total number of clicksMini-sitePage views476,170Page Views: Hits to files designated as pages. Supporting graphics and other, non-page files are not countedParticipants18,000Total number of sending & opening eCardThank you for your attention!。