UB19_PR Plan公关方案

SS19ULTRABOOST19 一步迸发下一步（TBC） ePRPlan1122 18DEC- 19FEB 18Q4-19Q1UBXIXLAUNCHCAMPAIGN OBJECTIVE ESTABLISHASARUNNINGPERFORMANCESHOE PORTRAYADIDASASTHE INRUNNING 18DEC- 19FEB 18Q4-19Q1UBXIXLAUNCHCAMPAIGNCOMMUNICATIONCONSIDERATION MARKETINGOBJECTIVES COMMUNICATIONOBJECTIVES CONTENTTOCOMMERCE UBXIXmessagesneedtobedeliveredbasedonthemediachannels,thescenarios,andthetopicsthatadidas’targetaudiencesusuallyadopt. 18DEC- 19FEB 18Q4-19Q1UBXIXLAUNCHCAMPAIGN COMMSSTRATEGY LANDUB19BENEFITBYTELLINGSTORY LEVERAGECELEBRITIES’INFLUENCETOMAXIMIZETHEEXPOUREOFLASERRED 18DEC- 19FEB 18Q4-19Q1UBXIXLAUNCHCAMPAIGN GLOBALASSETS 18DEC- 19FEB UB19LASERRED PREMBARGO:DEC11 UB19DARKPIXEL PREMBARGO:JAN2 UB19REFRACT PREMBARGO:JAN10 UB19BATORCHID PREMBARGO:JAN30 FEATURE HIGHLIGH PRODUCT T AUTHENTICATESTYLEPERFORMANCEWOMEN’S 3DHeel360Primeknit20%BOOSTTorsionSpring ACTIVITY MKEYGE ESSA AmplifyUBXIX’sArrivalinChinaandPromotetheLASERREDfilm Celebrityseeding(Dec10-15) EPRPromotion PrimeknitcomfortandlinktheFTWwithcoolandfashion DarkPixelNightparty)Media/KOLcoop 20%BOOSTwithbetterperformancetosupportrunners CoolrunnersgatheringMedia/KOLcoop TorsionSpringtoprotectyoufrominjurycreatetheflexibilityassociation FlowerPluscoop(ltdpackage) CoupleKOLcoop TACTICS 18DEC- 19FEB UB19 REBOOSTYouMoveForward 一步迸发下一步（TBC） ProductLASERREDDARKPIXELREFRACTBATORCHID AUTHENTICATESTYLEPERFORMANCEWOMEN’S ProductBenefit3DHeelPrimeknitComfort20%BoostTorsionSpring Functional 3DHeel稳固结构，提供稳定支撑 舒适的鞋面设计，完美贴合脚型 20%缓震效果增强，注入更多能量 抗扭转设计以柔韧之力，保护不受扭伤 Characters 迸发创造力 迸发潮流 迸发极限迸发女子力 Emotional 在新生的集结中 PeopleTag 迸发更坚实的支撑Creator 运动创造者 在潮流的追逐中 迸发更舒展的自我Amplifier 潮流时尚咖 在自我的锤炼中 迸发更持久的续航 SeriousRunner运动记录者 在逆境起跑中 迸发更无畏的挑战Women 女性跑者 18DEC- 19FEB LASERRED 迸发创造力 1.郑恺运动装浦东机场现身，脚上竟然是adidas最新款的UB19！ 2.没发售的adidasUB19已上脚，还有比彭于晏更爱穿运动鞋的男明星吗？ 3.adidasUB19真正的“斩男鞋”，余文乐、魏大勋纷纷上脚 4.Ab机场最新街拍曝光，脚踩adidasUB19竟然撞鞋张钧甯 DARKPIXEL 迸发潮流 1.adidas“音乐运动场”午夜版已上线，Dresscode：UB19 2.养生蹦迪指南：穿上UB19，蹦一场最舒服的迪 3.潮流咖今年必败的一双鞋，考验你配色的时候到了 REFRACT 迸发极限 1.这是他的第19场马拉松，这一次他选择了UB19 2.极限跑酷：他穿着adidasUB19，跑遍了香港大小高楼 BATORCHID 迸发女子力 1.adidasUB19与Flowerplus联名合作，让脚下生花 2.UBgirl：穿出来的女子力 3.那些爱跑步的女生，其实比男人更爱鞋 4.情人节送男友礼物攻略：一双限量款配色的adidasUB19 T-MallSBD天猫超品日 1.2019年种草清单，UB19LaserRED必须排第一个！ 2.天猫超品日前夜，我的购物车里只有这双鞋…… 3.安排！adidasUB19给自己最好的新年礼物 4.拼完手速拼人品，LaserRED再次挑战人类手速极限 18DEC- 19FEB CREATIVESEEDINGIDEA SeedingCardCopy: JUSTLIKEALASER CANNOTREADARED BARCODE YOUCANNOTBEDEFINED BYCONVERNTION SeedingCardwithElectricity Screen Seeding Box Creativeidea: Laserredvideowill automaticallyplayafter youopenit. 18DEC- 19FEB GlobalSeeding LocalSeeding Celebrity Fanbase DavidBackham 52.1M KarlieKloss 2.7M AdrianneHo 7.8M KendallJenner 25.1M WillSmith 10.8M ASAPFerg 98.9M SamSmith 0.77M Migos 8M MichaelB.Jordan 8.8M RyanReynolds 25.5M EddiePengFollowers:30M ChenHeFollowers:5.9M WEIBOCOPY: ZhangRuoyunFollowers:18M WeiDaxunFollowers:20M ZhengKaiFollowers:4.3M ShawnYueFollowers:14M HanDongjunFollowers:9M NZT Followers:8M 1.It’ssupercoolshoewithhightech 2.Bestrunningshoesever 3.3Dheelmakesmefeelsupporting 4.Cannotwaittorunwithit Est.Cost:TBCEst.Impression: 350M 18DEC- 19FEB Entertainment Fashion& KOL ContentAngle: 1.Seewhatcelebritieswearrecently 2.adidasnewsrunningshoewithhightech 3.Bestrunningshoeseverwhichisalsoagoodmatchto multiplestyles BazaarPlatform:2ndWeChatFollowers:0.5M Chrison克里森Platform:WeiboFollowers:7M 徐峰立Platform:WeiboFollowers:7.6M 江南BoyNamPlatform:WeiboFollowers:6.7M 萝严肃Platform:2ndWeChatFollowers:1.4M Est.Cost:500,000Est.Impression:23.2M 18DEC- 19FEB Leverageadvertorial/free-pitchmediatogenerateproductfeaturestory etc. No. MediaName Type Avg_WebPV 1 Flightclub Sneaker 100,000 2 ULSUM Sneaker 22,000 3 LONG7 Sneaker 15,000 4 KIKS Sneaker 20,000 5 1626 Trendy 20,000 6 NOWRE Trendy 20,700 7 HYPEBEAST Trendy 30,000 8 Kidulty Trendy 15,000 Etc. Est.Impression:1,000,000 Est.MediaValue: