[case] dulux marketing- micro-channel sports luster childhood public projects（[例]多乐士营销u2014u2014微通道体育光泽童年公共项目）.docVIP

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2017-09-06 发布于浙江
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[case] dulux marketing- micro-channel sports luster childhood public projects（[例]多乐士营销u2014u2014微通道体育光泽童年公共项目）.doc

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[case] dulux marketing- micro-channel sports luster childhood public projects（[例]多乐士营销u2014u2014微通道体育光泽童年公共项目）

[Case] Dulux Marketing: micro-channel sports luster childhood public projects Research papers Download News: [advertisers] Akzo Nobel Swire Paints (Shanghai) Co., Ltd. [Advertising agency] mediacom [Production company] Tencent Context and challenges: Dulux paint brand is well-known worldwide each year there are 50 million households in the use of Dulux paint. Dulux has continued his public projects, for the mountain school children paint classrooms, donated school supplies, in the mobile Internet era, how will once Dulux sound amplification public welfare projects every year, so that more people involved, more people know. Target audience analysis: Audience Dulux is a certain spending power, like pop, healthy life. In the mobile Internet era, the micro-channel is widely considered the most extensive coverage, and can effectively reach high-quality user media. Wherein the micro-channel micro-channel campaign is the latest applications without bracelet and APP, the user can record the number of steps a day walking, but also with friends PK exercise, since the February 2015 this reserve line feature sought after, active users has reached on million. And iPhone5s version will be better than the use of micro-channel motor function, so to some extent, has precise high-end fashion crowd. Marketing strategy: Dulux, micro-channel sports luster childhood, users donate their walking steps from Dulux band is donating public funds. Lijiliren, so the number of steps you exercise, into a mountain kids gifts. Integration of mobile QQ health activities simultaneously on QQ health; joint Tencent public, Tencent spread promotion; even Tencent game Parkour Everyday game, to help to spread the ranks. implementation plan: Step-1: user attention micro-channel sports account; Step-2: Record the number of walking steps to 10,000 steps units donations; Step-3: Dulux number of steps to convert users into cash, donated to rural schools, to pain