瑞蓝数字营销创意部分（O.M.P.）.pdfVIP

Brief recap  Restylane need to be the TOM brand in the HA market, be the gold standard of HA Brand in derma filler industry, and be the #1 choice for both physicians and consumer Objective  To own the market by Restylane strong consumer brandcommunication to counter with upcoming new competitors HA category education and Create buzz build awareness for Restylane - The overall 2016 Restylane Digital strategy and communication plan - Creative base on Big idea Objective of Communication - Leverage Restylane 20 years celebration in 2016 Integrate ATL BTL consumer campaign and achieve O2O Encourage and engage target consumers trial and call for action by KOL endorsement and WOM Our Task Brand To be the TOM brand To own the market to counter with Objective : in the HA market upcoming new competitors Objective of Build WOM Call for Action Communication : 安全与正品问题是消费者最大的顾虑 Primary 大多数消费者在品牌选择上更听从医 Barrie: 生的意见 让更多消费者在去诊所钱对瑞蓝产生 Our Task: 消除目标人群对安全问题的顾虑 好感 Digital Communication Role Statics Digital Role Call For Action WOM O2O campaign BY 使TA对品牌形成认知 CAMPAIGN 产生实际体验产品的兴趣 基于外围媒体平台及Social媒体平台的深度沟通 • 以真实体验者展示产品自然效果 • 借助KOL或第三方权威媒体引荐 • 真假瑞蓝产品的辨别内容 ALWAYS ON SEM优化推广