护理用品品牌-美涛Maestro头发定型剂产品推广策划方案.ppt

CAMPAIGN IDEA 型由我定 ACTIVATION IDEA “型蓝计划” 开启 型蓝生活 遇见 型蓝镜 发现 型蓝秘密 创造 型蓝世界 Interactive Video Social Poster OOH Viral Video PR Content SCAN QR CODE DRIVE TO EC AR Experience Magazine OOH Product Bottle Delivery Box Creation Festival Limited Product Live Streaming KOL Engagement O2O EXPERIENCE STAGE CREATIVE ASSERTS 创造型蓝世界 O2O 打造全平台体验计划 TB 造物节 1 型蓝瓶 EC 平台 现场拍照，照片艺术化印制于瓶身现场领取。 型蓝瓶 通过造物节的参与者 DIY 元素搜集， 融入瓶身型蓝瓶故事， 型蓝计划，型有我定。 BRAND ESSENCE Head for you BRAND ROLE 美涛帮你展现最好的自己， 让你有勇气面对未知 (take actionand face potential risks) BRAND NEW POSITIONING BRAND VALUE 美涛相信每当你对未来犹豫不前的时候， 其实你的内心已经准备好了，你只需要那么一点点勇气 CONSUMER INSIGHT 我也想听从内心的召唤，做真实的自己，但这意味着做出取舍， 付出代价，我不确定我是否有足够的勇气，去面对未知的未来 FUNCTIONAL BENEFIT Long Lasting(supportive) Caring(supportive, warm) Natural styling effect(genuine, authentic) BRAND ROOTS 18 yrs history | Leader in China styling category | Professional Styling Master EMOTIONAL BENEFIT Assurance Confidence Courage 2017 COMMUNICATION PLAN Campaign Phase Hebe RO Campaign Change the concern of styling products damage hair Oil Premium Line 持久定型，精油 润养 Make it an simple trend Eliminate hair damage concern Hairspray RL 360 ° Launch Campaign Change Maestro brand image Hairspray 持久定型 + 氨基酸养 护 Support youth emotionally and functionally on their way of growth 1. Build awareness and buzz for product launch to bring out younger brand image 2. Drive penetration from new users or competitors 3. Drive sales offline online Baseline Educational Campaign Change the concern towards styling Baseline 持久定型 + 持 续滋养 Highlighting styling importance and guide them for usage 1. Education on styling importance and break the barriers to recruit younger generation on entry age 2. Engage TA on digital platform 3. Drive sales to EC Campaign Focus Product Focus Key Objectives 1. Build awareness and buzz among TA 2. Announce product roll-out and trade up brand image to recruit new female users 3. Drive sales O2O, especially on EC 美涛，与你一起，面对改变 Maestro s