adidas Apr Clima campaign 2nd phase 捕风者阶段性推广方案

[RN+TRN/CLIMA] 2ndPHASEAMPIFICATIONPLAN [SS19CLIMA]CAMPAIGNROADMAP APR/MAY/JUL APR MAR MAY W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M 10 1 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 1 1 2 3 -4.11~捕风者PRactivation&KOL amplify4 Seedingexposure 5 Coverstory+advertorial 4 4wks Endorseraccounts DBWeibo&ins-CATEddie/Ning–productdesireadidasWeChat @Apr11headpost–TVC&productlaunch @Apr15Subpost–捕风者攻略 adidasrunningweibo 6DB exclusivesocialpush [SS19CLIMA]PRAMPLIFICATIONOBJECTIVE APR/MAY/JUL COMMES1 OBJECTIVES 1 2 BoostAwarenessofCLIMACOOL2019 2CreateDesiretoPurchase CONTENT DIRECTION LeverageTVCstorytoboostawareness HighlightProductfeaturetocreatedesiretopurchase [SS19CLIMA]AMPLIFICATIONSTRATEGY APR/MAY/JUL CLIMACOOLPRODUCTFEATUREWHOISOURTARGETAUDIENCE? -Commercialproduct -Valuechoiceofrunningshoes -Withdifferentcolorsandeasyforstyling -CoreTA:MassRunningloversandsportslovers -2ndtierTA:verticalrunnercrew -3rdtierTA:Femalewithathleisurestyle ONMASSSOCIALACCOUNTS 12 ONVERTICALPLATFORMS 3 ONFEMALEKOLACCOUNTS 4 TA:MassRunningLovers TA:VerticalRunnerCrew TA:Femaleinathleisurestyle TOTAL500KTOTAL200K TOTAL200K TOTAL300K WeiboTop search [SS19CLIMA]AMPLIFICATION–TVCAMPLIFICATION APR/MAY/JUL TVCAMPLIFICATION ONMASSSOCIALACCOUNTS 1 le *K sty4 •5*KOLtoAmplifyTVCintheirpersonalizedcontent DB's toRe OL pos TV •tCpost 2 •WeChat*1一家只贩卖“清风”的市集 •WeChat*1复联4隐藏英雄曝光：你也可以是唤风者 •WeChat*1今夏最炫酷的纳凉神器 RECOMMENDEDVERTICALPLATFORM– SHIHUO&JOYRUN/IRANSHAO PRODUCTEDUCATIONONVERTICALPLATFORM APR/MAY/JUL Keepismoreaboutindoorexercise,notmatchingCLIMACOOL’sfeatureofoutdoorrunning choiceforrunningcommunicationco-op Keystrengthisofflineeventandrunnerscommunityengagement,good communicationco-op 2ndtireTAaremarathonrunners,goodchoiceforrunning Weakcontentcapability,betterfordirectadvertising Targetingmassrunningloversandsneakers.GoodKOLresourceforproducttesting.Previousco-opresultwithrunningisalsogood APR [SS19CLIMA]PRODUCTEDUCATION–KOLSTRATEGY TIEDKOLSTRATEGY SETTINGFORTVC TIER1:CELEBRITIES：AWARENESSANDTREND- 张钧甯彭于晏 MK凉凉 黎贝卡的异想世界 FORHYPE TIER2:TOPKOL：SETCOVERANDDRIVESALES 女神净化论 石大小姐 Manty_Yin 小粽子Selina Nikko大宁 的欢-gladys PRODUCT TIER3:AMPLIFIERKOL：WOM APR/MAY/JUL [SS19CLIMA]AMPLIFICATION–KOLAMPLIFICATION RECOMMENDEDKOLPLATFORM–LITTLEREDBOOK KOLon抖音DOUYIN co-createviralcontent idealforlowpriceitems withpopularfanbase, KOLonWEIBO/WECHAT Coveringmassaudiencewithhighimpression&engagement,canlinktoECorownsocial KOLon小红书Red GreatplatformtoproductseedingandWOM.RecommendedforCLIMACOOLtotargetfemale [SS19CLIMA]EXECUTIONPLAN APR/MAY/ EXECUTIONPLAN [SS19CLIMA]ACTIVATIONROADMAP APR/JUN 唤风开跑 MADEBYWIND TIME4.114.154.206.1 BRANDMESSAGE BeckhamtounveilCLIMACOOL2.0D.B.,inviteyouRunwithWind T ATTRIBUTE PRODUCT MESSAGE S FUNCTIONALATTRIBUTES The EMOTIONALATTRIBUTES ECH:TEMPERATUREMANAGEMENTVentilation,cool windofCLIMA2.0bringsyou:-Afeelingofcool-Fashionableshoesmakeyouenjoythe run DBLIMTEDEDTION-HeritagebetweenDB&adidas-Limitededition：behinddesignstory MEDIA EXPOSURE CHANNELS ASSETS + •LEVERAGEMASSSPORTPLATFORMFORPRODUCTEDUCATIONWITHCORETA •LEVERAGEVERTICALSPORTPLATFORMFORPRODUCTAMPLIFICATIONWITH2ndtier TA TVC/KV/PRShots/KOL PR ACTIVITY Socialamplification：lifestyle/sports/Entertainment/KOLonRED MediaCooperation:shihuo Seeding:150+celebrity/mediatitle/KOL KPITOTAL IMPRESSION 50,000,000+TOTALENGAGEMEN4T50,000 WIP APR/JUN WeChatheadpost- TVCandproduct 1 ｀ 贴 1 4/18WeChat*5夏日最清凉的一款跑鞋，你一定要买！ UGC线上用户测评 开箱视频 4/12–4/20 PRODUCT EDUCATION TVCLAUNCH 4/12识货-种草类 WeChat*1 今夏最炫酷的纳凉神器 4 5*KOLtoAmplifyTVCregardingtotheirpersonalized contentstyle 4*KOLtoRepostDB'sTVCpost WeChat*1 一家只贩卖“清风”的市集 Weibopostsonown channelandDB channel 复联4隐藏英雄曝光：你也可以是唤风者 WeChat*1 WeiboTop search [SS19 CLIMA] COMMUNICATION TIMELINE 4/11 – 4/15 6/1 2 4/16识货-测评类 3 4/18虎扑-软性 Freepitchmediaexposure AmplifyDBLIMITEDPRODUCT 4*Weibo/WeChatKOLto JUN识货-DB限量众测 APR/JUN [SS19CLIMA]COMMUNICATIONTIMELINE 4/11–4/15 TVCLAUNCH WeibopostsonownchannelandDBchannel 5*KOLtoAmplifyTVCregardingtotheirpersonalizedcontentstyle 4*KOLtoRepostDB'sTVCpost WeiboTop search WeChatheadpost- TVCandproduct WeChat*1 一家只贩卖“清风”的市集 WeChat*1 今夏最炫酷的纳凉神器 复联4隐藏英雄曝光：你也可以是唤风者 WeChat*1 4/12–4/20 6/1 2 4/16识货-测评类 3 4/18虎扑-软性 4 1 ｀ Freepitchmediaexposure AmplifyDBLIMITEDPRODUCT 4*Weibo/WeChatKOLto JUN识货-DB限量众测 PRODUCT EDUCATION 4/12识货-种草类 贴 1 开箱视频 UGC线上用户测评 4/18WeChat*5夏日最清凉的一款跑鞋，你一定要买！ [SS19CLIMA]PRACTIVATION-TVCLAUNCH APR12th beebee星球 Imp:1,097,455 Engagement:100,000+ CLIMA的角色：以网红集市切入CLIMA“清风”给日常生活场景中带来的变化GIF制作方向：TVC片段“魔法化” 一个只贩卖“清风”的市集 罗列最近最受欢迎的网红市集：如曼谷扎都扎周末市集、青岛书房安娜市集、上海哥伦比亚公园周末市集等，而最近又出现了一个只贩卖“清风”的市集，是什么让这个集市如此特别，所有经过的人似乎被施了魔法一般…延展TVC中一些场景和路人奇妙的连锁反应，来带出引起这些变化的就是CLIMACOOL带来的“清风“。 清风集市 GIFREF [SS19CLIMA]PRACTIVATION–TVCLAUNCH APR15th 好奇博士 Imp:1,337,945 Engagement:100,000+ CLIMA的角色：穿着CLIMACOOL的YOU瞬间化身为超级英雄拥有惊人的超能力TVC片段“漫威化” 复联4隐藏英雄