PCC-SFG&OLAY-Ecom-OND-PLAN-v4 .pptx

1、OND CommunicationTrust Safeguard to protect you and your family during Flu SeasonCommunication ObjectiveGain consumers trust and convince them to try SFG in Flu seasonBuilding a linkage between Flu Prevention and SFGSFG Key Selling PointHow to make SFGs Protection more Tangible and memorableto consu

2、mers? CORE IDEA蓝盾守护无菌冬季Defense germs by Blue Shield No need to Worry in Flu SeasonCORE IDEAConsumers have deep impression on SFGs blue shield-like logo & visuals. Shield reminds consumers of germs prevention & fully protection. Building a linkage between Flu Prevention and SFG.Defense germs by Blue

3、Shield No need to Worry in Flu SeasonOND EC CalendarCore Idea蓝盾守护 无菌冬季 Blue shield defense germs, No Fear of Flu in winter KV DemomechanismTMALL exclusive livestream of TFBOYS on GHD meetingFree gift for Consumption over 59Free gift for any consumption Coupon PCC products (100ml*3 BW) Co-op brand pr

4、oducts (Crest or head&shoulders)Oct.Nov. - Dec.Oct. KV Demo (1)Blue shield communicateOct. KV Demo (2)Blue shield& Winter season communicateOct. KV Demo (3)Blue shield& TFBOYS GHD meeting communicateOct. EC CampaignMechanism(Buy Get)Long lasting protection of Blue shield helps you stay safe in flu s

5、eason 蓝盾长“手”护 无忧流感季Campaign Themen Shopper :n Buy get trial size hand washing container with any LHS purchasen Consumer can get tips on Flu and handwashing with a simple scann Fans:n Online interaction with TFBOYS during livestreamn Get coupon & free samples during livestreamActivitynTMALL Exclusive

6、 livestream of TFBOYS on GHDTMALL livestreamcBuy get giftTMALL Exclusive livestreamof TFBOYS fan meeting on GHD Platform Traffic Direct ConversionLeverage E-com platform traffic to maximize brand activityCooperation with TMALL brings SFG with:Drive brand trial & offtake directly via fans & normal vi

7、sitors 【直播】14:00TFBOYS全球洗手日见面会，14点准时相约，整点派发密令红包，秒同款，另神秘大礼等你来抢！10.15秒杀TFBOYS“手”护见面会TFBOYS同款洗手套组xx元TFBOYS代言经典套组TFBOYS“手”护见面会0.1元秒杀关注舒肤佳 全球洗手日见面会，12小时长效抑菌对抗冬季流感！跟TFBOYS一起学习正确洗手姿势，抢秒杀好礼，整点红包任性送，更多天猫特供套组等你来抢 点击查看Entrance on home page drive trafficEvent forecast attract attention Interactive activities At

8、tract watchingLead to campaign page drive salesTMALL Exclusive livestreamTMALL livestream Cases Tmall livestream to translate“watching”to “buying” New product release livestream on Tmall 40，000 users online simultaneouslyMaybelline sold 10,000 lipstick in 2 hours through TMALL livestream TMALL Exclu

9、sive livestreammechanism100,000 Red PocketTFBOYS announces lucky code to open Ali pay red envelope during the livestream to attract attention“I Love TFBOYS “They are sooo cuteSpecial Fans InteractionFree Samples during livestreamTFBOYS pick out lucky fans who left massage on the livestream page and

10、read their massage and give them special gift TFBOYS announces free samples and time-limited discount during livestream to drive trialSocial Resource SFG Weibo announce this activity 0101KOL join this campaign 020210月15日TFBOYS 即将在舒肤佳全球洗手日见面会上和大家见面啦，不能亲自前往的粉丝不要难过，此次见面会将于天猫独家直播放送，14点准时相约，整点派发密令红包，秒同款，

11、更有神秘大礼等你来抢！链接Media join this campaign 0303宝洁舒肤佳携手TFBOYS，举行全球洗手日见面会活动。说出你的防流感攻略及对TFBOYS说的话，就有可能与三小只的隔空对话！速戳 链接Drive traffic to Tmall livestream platform和TFBOYS 手指碰，大玩爱的小游戏原来不用做白日梦！舒肤佳洗手日见面会，天猫独家直播放送，围观神秘礼品全球首发！链接TMALL Resource TY BoysTY BoysTY BoysTf boys X SFG to safeguard the health & dream of chil

12、dren. Join now!Hi, we are tf boys! Join us & SFG to safeguard the health, safeguard the health starting with wash hand with SFG1. Type TF boys in Search bar2. Flash comes out, announcing the campaign3. Banner & Icon to lead to campaign page4. Campaign pageWashing hand with Blue shield11.11 & 12.12 s

13、ales11.11 & 12.12 E-com sales promotion Nov. & Dec. EC Campaign Mechanism(Buy Get)Enjoy a healthy winter With the protection of Blue shield Campaign Themen Get free gift with any purchase - Coupon- PCC products (100ml*3 BW)- Co-op brand products (Crest or head&shoulders)Activityn11.11 & 12.12 sales

14、coupon100ml*3 BWCo-op brand products Gift CO OP IDEA B: Co op with head&shoulders健康冬季 无懈可击With the Safeguard Blue Shield protection in winter, families keep healthy.XXA: Co op with Crest蓝盾守护 爱更亲近Dont be afraid to be close.Trust Safeguard Blue Shield to help you stay safe.P2P in Big WindowFirst Page1

15、1.11 Category FilterCategory PageProduct Page70% of 11. 11 TrafficSlots and location matters ,CTR mattersTricks to improve location & CTRFast order rewards to get more sales at the beginning in return for better slot later(Horse Racing)Lucky Draw to create more excitement and perceived value with multiple deals11.11 Entrance map design DEMOThank you