Cuticura产品公关方案竞标PresentationbyCloudCommu.pptVIP

Goal To cultivate the use of Cuticura products on a habitual basis. 第三十一页，共六十三页。 Objectives ans Strategies Objective 1: To create an emotional connection amongst social media users in addition to ensuring a loyal customer base of 10,000 in a year Objective 2: To increase Curicura‘s brand visibility amongst UK families by 50% by May 2014 Objective 3: To educate the target groups regarding the health benefits and necessity of using Cuticura products Strategy 1: Increase social media engagement Strategy 2: Use a publicity stunt to increase media coverage Strategy 3: Inform target publics 第三十二页，共六十三页。 How do we bring this to life? 第三十三页，共六十三页。 Overview of Tactics Tactic 1: Webisodes #cuticurious 第三十四页，共六十三页。 Tactic 1: Webisodes Welcome to the Wilsons 第三十五页，共六十三页。 Tactic 2: Publicity Stunt The mysterious flat in the middle of the town center (London, Birmingham, Manchester and Brighton) 第三十六页，共六十三页。 Tactic 2: Publicity Stunt 第三十七页，共六十三页。 第三十八页，共六十三页。 第三十九页，共六十三页。 第四十页，共六十三页。 第四十一页，共六十三页。 You are invited! 第四十二页，共六十三页。 第四十三页，共六十三页。 Tactic 3: What‘s in your bag? 第四十四页，共六十三页。 Tactic 3: What‘s in your bag? 第四十五页，共六十三页。 Tactic 4: Social Media 20% Inform 第四十六页，共六十三页。 Tactic 4: Social Media 20% Entertain 第四十七页，共六十三页。 Tactic 4: Social Media 40% Interact 第四十八页，共六十三页。 Tactic 4: Social Media 20% Convert to Business 第四十九页，共六十三页。 Tactic 5: Partnerships ? Festivals ? Cuticura‘s Corporate Blog ? Universities 第五十页，共六十三页。 Tactic 5: Partnerships 第五十一页，共六十三页。 Tactic 5: Partnerships 第五十二页，共六十三页。 How do we coordinate all of this? 第五十三页，共六十三页。 Timeline 第五十四页，共六十三页。 How much is it worth? 第五十五页，共六十三页。 Budget 第五十六页，共六十三页。 How do find out if it works? 第五十七页，共六十三页。 Evaluation Awareness objectives – message exposure and media coverage Acceptance objectives – audience feedback Publicity stunt – 9,600 people and 50 press cuttings Interactive webisodes – 1 million views and 50 sharings ‘What’s in your bag campaign?’ – 500 participants and #cuticurious used 1000 times Universities –