奢侈品微博营销案例.pptxVIP

奢侈品微博营销案例第1页/共25页 AgendaMONTBLANC万宝龙GUCCIBurberry Armani阿玛尼VanCleefArpels梵克雅宝2第2页/共25页 Introduction: Introduce the brand features and positioning , also production categoriesBulletin board: New store’s openingPicture: Montblanc ‘s print adLinks: Official websiteMONTBLANC万宝龙/montblancchinaVideo: Take the theme of “The beauty of a second”. Video shows the process of looking for beauty moment, which creates a warm and nice atmosphere. This is also the trailer of Montblanc “Beauty of a second” video competition.Page layoutBackground: Grey color without any pictures, which is simple and clear.KOLFashion mediaLuxury WebsiteDuration: 2011.8.22 to 2012.1.313第3页/共25页 Production: Different characters of different production. There are also pictures showing with words together.Weibo contentMONTBLANC万宝龙/montblancchinaFamous stars with Montblanc: Show the photos of stars wearing Montblanc production.Event: When the event of “Red carpet Show” starts in Montblanc concept store, Weibo broadcasts the scene in real time. Most forwarders and commentators are potential consumers, they express their favorable impression to this production. Some criticize the design, some propose questions about price, but Montblanc hasn’t replied in time. Most forwarders and commentators are star’s funs, they appreciate idols beauty, only a few of them pay attention to the production. Stars themselves won’t forward it, but their funs club or other organization will care about it. Mantlanc’s event is linked with stars, so most forwarders and commentators are star’s funs. They express their worship and appreciation. A few of them will say something about the event, and Mantblanc replies actively. 4The most popular message第4页/共25页 ActivitySend Montblanc?ink?for free??People who forward this Weibo content will have chance?to get Montblanc ink.While this promotional activity is launched by 第一商城, not Montblanc’s official Weibo.MONTBLANC万宝龙/montblancchina5第5页/共25页 AgendaMONTBLANC万宝龙GUCCIBurberry