Samsung Galaxy S6 Edge Campaign_Media媒介方案.pptxVIP

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Samsung Galaxy S6 Edge Campaign_Media媒介方案.pptx

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Samsung Galaxy S6 Edge Campaign_Media媒介方案

Samsung Galaxy S6 Edge Campaign Plan _ Media Industry Competitor StatusDigital Media Trends52% usage rateAbove 60% increment5,27M+mobile netizen83.4% penetration70% usage rate(mostly from mobile)Across-channel connectionComplementary advantagesMobilized MediaOTVContent Tech competition Big dataTargetingeCRMEcommerceO2OData Resources: CNNIC (Jun,201)，DCCI (Oct,2014)Media spending selection：Competitor Review2014 media spending: ￥15,624,800Key month: AprilCommunication Interaction method：Key communication message: you’re more powerful than you think/ colorful life/product launchCommunication platform: video siteCommunication method:A great number of TVC content distributed on digital to build product awareness.Highlight product features in emotional ways:Iphone 5s：Sports and training APPs, wearable intelligence device with Iphone help to improve people’s achievement.. Parenting APPs, intelligence Home help people to deal with kids better.Iphone 5c:- Dynamic, colorful and fancy creative video to call emotional self-identification.Implication for Samsung:Mutli-screens TVC/video content distribution to create consistent brand image and enhance product details display.Premium visual showcase and lifestyle story telling to resonate consumers.Data Sources: Iresearch 2014，1-11SummaryO2OMobile techData collectionEC entryYouth educationEC momentum leverageTargeting adDMP/DSPeCRMLong-term partnerImpactful ad formatPackage buyTargeting adWDJDigital trendsCommunication ChannelCommunication ContentCommunication AngleCommunication TASocial Lifestyle platform for story telling and engagementVideo distributionVerticals for consumer targetingFocus on Mobile for 24/7 service suppliedATL/BTL combinedPremium image and videoTA involvementSharable High quality UGCUnique RevolutionaryHigh technologyHigh fashionGood taste Easy recognizedSocial animal Positive lifestylePioneer and KOL in many fields like fashion, photography, tech…Like show offImplication for SamsungBuild UNIQUE communic