CEP Introduction to PHD外文电子书籍.pptxVIP

Unilever CEPAgendaCommunication Background Framework Current Status Follow-up Platforms ExpressWhat is CEPHistory Summary 45231AgendaCommunication Background Framework Current Status Follow-up Platforms ExpressWhat is CEPHistory Summary 452312012, June …Wunderman got the Brief ObjectivesBuild an eCRM model for Unilever that works across its portfolio of brands and media touchpoints. Drive awareness and action on Unilever’s USLP. Leverage Sustainability to build sales on Tmall. The Brief: Deliverables Big umbrella idea on Unilever’s Sustainability Living Program (USLP). Emotional bondage.Point of view on consumer acquisitionRecommendation on consumer segmentation data aggregation2012, July ….Wunderman/Adpeople officially worked on this project.After the FGD in 2012, Dec. We found out…Chinese believe in sustainability but don’t know how to help.YOUR CONTRIBUTIONS MATTER!CEP is the start of a positive force in China. The goal is to affect the perceptions behaviors of Chinese towards sustainability in their country. Families can do their part and take small actions, and with the help of Unilever Sustainable Living Plan (USLP), can result in big differences in their homes, their communities and China. USLP PLATFORM An enablement platform for consumers to take action in making China a more sustainable place to live. A platform provides simple tools so consumers can take action now. A platform that consumer’s actions could be rewarded and measured by a point system.+ YouA Better China Together6CEP OBJECTIVE AND Strategic ROLEBuild up strong Unilever brand love, loyalty and advocacy, and further drive business via deeper and longer-term consumer facing engagement tied to USLPIntegrate with DMP and become the powerful consumer data source to benefit Unilever and brands under Project GoldBecome the leading data-driven marketing case to guide Unilever brand’s data acquisition usage’s mindset change CEP Grow the membersConsumer profiling , segmentation and targetingCamp