Lay's Beyond PC Digital Campaign Proposal 2nd round

BeyondPCAnnualDigitalCampaign2ndRoundProposal Apr.10th Agenda •Lay’sBeyondPCCompetitorSummary •OtherWinningCasesSharing •ConsumerInsights •Lay’sBeyondPCAnnualCommunication •Lay’sFFDigitalCampaignRollout •KPI •TeamStructure •Appendix BeyondPCCompetitorSummary KeyCompetitorMediaStudySummary 卡乐薯妙脆薯呀！土豆！百乐滋 Objective •Deliverthekeymessage“health/happy/goodtaste”tobuildupbrandawareness&Likability •BaseontheirWechataccounttopromotenewproductlaunch,directsales. •Amplifythebrandawarenessviavideo. •Leveragingcelebrity’spopularityamongTAtopromotingnewtaste ,helptobuildupbrandawareness&Topofmind. MediaSpending LandingPage MediaMix •2,710,000RMB •YHD •AdNetwork •0RMB •YHD •SocialPlatform (WechatAccount/LocalBBS) •2,670,000RMB •CampaignSite •VideoSite •10,280,000RMB •CampaignSite •Portal/Video/SNS DataSource:iAdTracker2013~Dec.2014 OtherWinningCasesSharing McDonald’s麻麻黑NewProductSocialLaunch towincoupon ViralContentWechatGame 摇出麻麻黑 Co-opwithAlipay余额宝 togetdiscount UGC 芝麻小利大有甜头 趣你的芝麻小事 消费者自发生成的UGC，在短时间内让“吃麻麻黑甜筒”变成一件值得炫耀的事情 2015年3月18日，麦当劳甜品站推出全新口味“麻麻黑”甜筒。 •用当下最in最潮的词汇，紧扣产品出题“黑”，推出新产品海报。 •官方微信推出两款手机游戏，用免费甜筒吸引消费者反复参与 •与余额宝合作，用户可以享受到3元一支的优惠价格。 McDonald’s+JDWin-WinCo-op&O2O 麦当劳与京东的联合促销的核心是梯度式优惠，针对麦当劳的特定套餐，消费者使用京东手机客户端下单，可以立减5元，使用“网银+”支付，可以再减5元。用优惠来刺激消费，并让消费者安装京东APP和使用“网银+”，实现双赢。 OREO—BrandImageRejuvenated&Personification 100Posts100Anniversaryfor100Years#Dailytwist# http://v.youku.com/v_show/id_XNTI0MzA0NDQ4.html 奥利奥为品牌100周年创作了奥利奥迎来百年庆典，却不希望变成100张趣味海报。百年“老”牌，因此把百年历史变做 每张海报都是那个时期历史百次变身，每天根据Twitter上粉丝讨的典型代表，以时代历史借论最热烈的话题将奥利奥饼干形象融喻品牌历史。入其中并进行创作。 makebrandhistory100%real-timeresponsiverelevanttoconsumers“Iamthenewsandicon!” Branding CookieorCream? whichisthebestpartofanOREO? http://v.youku.com/v_show/id_XNTEwODU1ODEy.html你是喜欢饼干还是奶油？永远可以争论不休的“鸡和蛋”无厘头话题，让消费者都能参与到这场”无聊的撕逼大战“中来 stimulateproductlovelessreatebuzzthroughanonsense debate Product OREODIY steamedricewithapackofOREO 微博/微信上风靡至今的黑暗料理—奥利奥饭，无数消费者前赴后继进行尝试，虽然口感真的很”销魂“！ extendproductequityenhancetrial Social c KITKAT—ConsistentEmphasisonBrandSlogan HaveaKitkatHaveabreak! BreakTone ourceId=69649766_06_02_99 grams/view/mA6gn-03Wj res http://www.tudou.com/prok/? NoWIFI屏蔽区 新西兰音乐节户外拼贴凳 http://v.youku.com/v_show/id_XMjgyNzM5MDI0.html 假装来电APP http://v.youku.com/v_show/id_XODQzMDc2NDEy.html KitKat制作拼图凳张贴在户外音年轻人每天忙碌于“刷微博”乐会的周边KitKat搭建屏蔽WIFI信号的装置 真正让用户来休息一下，也让青让用户可以在座椅上休息一下 年人记住这个品牌。享受真实世界的美好时光 用户设定好时间后就会响铃来电然后就可以假装有事脱身 享受独自轻松的休息片刻 BreakTimeFridayFBFansEngage http://www.tudou.com/programs/view/RBL_MRjkv7M/?resourceId=69649766_06_02_99 每周五，消费者可以提交照片KitKat会邀请艺术家为消费者头像漫画化，并记录绘画全过程 SocialBreak 自动回复插件 http://v.youku.com/v_show/id_XNDg2OTU3MDYw.html 设定自动回复时间后 就会对与自己相关的社交内容自动转发或是Like 享受不被社交打扰的休闲时光 Event Online POCKY—TurnaProductintoaSocialPhenomenon 电视广告中出现的暧昧情节演变为全民参与的社交游戏，满足消费者八卦YY的欲望 明星的亲身示范、综艺节目中的游戏植入，让PockyGame成为了有无数遐想空间的好游戏 不断推出季节限定/口味限定/合作限定……充分迎合女性的冲动型消费以及重症外貌协会 饥饿营销，刺激消费者购买欲望及分享、炫耀欲望Social环境内大量UGC LimitedEditionHungerMarketing POCKYGame OverseaSnack—PremiumEnoughtoShow-off BereportedbyNEWS 薯条三兄弟 小熊饼干 白色恋人 ROYCE生巧克力 WhyaretheypopularamongtheTA？ 1）只有在海外才有销售，入手较难。 2）口味佳，口碑好 3）较贵价格，可以秀逼格，旅游手信体面过人。 4）利用数量限定，做饥饿营销 WhatCanWeLearnFromTheseBrands? ACatchySloganDumbCute（蠢萌）Contents InsightfulApproach EasytorememberEasytogoviralEasytoresonate ConsumerInsights ConsumerInsight—BrandGivenTargetConsumerProfile Post80sand90sgeneration Saltysnackuser Peopleaged18-34isthewidetargetoffrenchfriescategory,sweetspotisthegroupaged18-24，i.e.post90sgeneration TheyarealreadysaltysnackuseranddonotrejectLay's MaleandFemale,skewtofemale Highfamilyincome,skewtoRMB9000 AccordingtoTaobao,femaleconsumerisslightlymorethanmaleincasualfoodcategory,accountingfor67.39% GiventherelativelyhighpriceofLay’sfrenchfries,thecoretargetHHIhasbeensettoRMB9000 Dataresource:Taobaodata ConsumerInsight—Post90’sInnerSpirit TheyarealonebutnotlonelyTheyarealone,theyneedandenjoythemomentbeingalone(一个人待会儿） Theyarenotlonely,theydowanttobeconnectedandcareaboutsharingbetweenfriends Theyarekeenonbeingthemselves Theyarerealisticandlivinginpresent Differentfromlastgeneration,theirdreamismoreaboutincreasinglifequalityandtheyareinterestedinthethingthatbringschangetolifeimmediately Theybelievein‘workhard&playevenharder’andenjoyingthemomentwhenyoucan 【孤而不独】 Theyarehugefansofexploringthemselves,makingdecisionmostlybased ontheirinterest Theyseldomhaveloyaltytoacertainbrand,unlessithasbecometheirdaily routineorinterest 【自我意识】 【我要的我现在就要】 ConsumerInsight—Post90s’OutwardManifest 天生猎奇 哇这个我没见过哎 要事者 很贱很要非常要 视觉系动物 抱歉我是外貌协会呢 不自觉VS患者 一定要比你厉害一点 纠结鬼 选择困难症怎么办啦 YY党 脑海中每个人都自带戏份呢 任性大王 烦死了AllIn！ 自黑勇士 对自己狠一点也无妨嘛 装逼高手 别看我年纪小，我知道的可多了 自恋狂魔 我不管我就是最美的！ RegardingSnacks—WhatAreTheirMotivations Importance Enjoyment Enjoyment(45%)isoneofthetopthreemotivationstoconsumesnackamongglobalsnackers Satisfyacertaindesire(过瘾） Followingenjoylife,satisfyacertain desire(38%)isanothertopthreemotivation Rewardtohardworking EatingsnackisakindofrewardtohardworkingtoChinesesnackers(30%vsglobalaverage18%) Relaxfromintensework Becauseofthehighpres