1、RestrictedEC部分RestrictedObjective Leverage E-com platform traffic to maximize brand news Drive brand trial & offtake via fans Big window maximization with CVE & CDI drive2RestrictedTF BoysFansSFGSFG X TF boys X Fans3Restricted4Activity form：passionate to join activities even not speaking to them (yo
2、ung people) as long as it is meaningful, or there is juicy incentives e.g. TFboys teach children to wash handsKey motivation for them is to build good image & awareness for tf boys. So they will welcome SFGs charity event.Premium & Pack:Packaging with image of single person is needed，Since many fans
3、 only like one member among three exclusive content that cannot be seen anywhere. The feel of “collection”. They have special incentive for total collectionSense of participation & interaction. Shooting MV with TFBOYS is a great bonus for fans Learning from fans brainstormingRestrictedWaveActivities
4、一起守护，健康一家RoadmapMay 20-May 30JD 618 Warming-up CampaignH5 game-Invite funs to join shooting the MV- ThemeApril 17-April 30EC Announcement Campaign我来保护你Purchase to gain gifts related to TFBOYS Purchase to get snippet of TFBOYS New Music守护家 守护成长，健康护航May 20-Jun 1TMALL Charity Campaign May 5-May 15Mothe
5、rs Day Campaign 妈妈，我要守护你E-commerce launches the video Purchase to get special gifts & thankyou card for moms守护家超级大促Jun 10-Jun 18JD 618 Big Sale 和我一起“守护家”618 limited set presaleDonate 1 Yuan for the “洗手池” Public welfare project if purchase charity set3 days shop managersExclusive charity sets for 3 m
6、embersSales volume PKBest shop manager wins tickets of Disney park for fans Daily Premium purchase product and get the chance to gain something used in the MVpurchase to get limited EP of TFBOYS new MVRestrictedRestricted7Wave 1 EC Announcement Campaign让我保护你！nPurchase to gain gifts related to TFBOYS
7、 such as post card and posters of TFBOYS，storage bag with their images on.nPurchase to get snippet of TFBOYS New Music守护家（scan QR code on the packaging to YinyuetaiQQ Music ） Promotion mechanismLet me Protect you（让我保护你） Campaign ThemePost cardpostersstorage bag Leverage Alis platform as a media plat
8、form( xx million uv/day) to build awarenessRestrictedAnnouncement Day in T-mallTY BoysTY BoysTY BoysTf boys X SFG to safeguard the health & dream of children. Join now!Hi, we are tf boys! Join us & SFG to safeguard the health, safeguard the dream of children.1. Type TF boys in Search bar2. Flash com
9、es out, announcing the campaign3. Banner & Icon to lead to campaign page4. Campaign pageRestrictedTF boys T-mall AnnouncementTaobao has 300 billion monthly active users , +10MM UV per dayTaobao Mobile banner can generate around 1million clicks per day, $500M eMedia spending9Restricted10nDescribe vid
10、eoas to attract more funs and customersnFree to get the first chance to gain the mothers Day gift prepared by TFBOYS and get more chance by buying more productn Any purchase get a thankyou card for moms for freeWave 2 Mothers day CampaignPromotion mechanismMom, I will always Protect you with SFG（守护妈
11、妈 舒服更“佳”） Campaign ThemeRestricted11Wave 3TMALL Charity Campaign Event marketing：To attract the attentions of fans or even the whole society through the marketing events（Positive Energy）Making full use of TMALL resources to increase the sales volumeTFBOYSSafeguardTmall，How to cooperation？RestrictedD
12、ay 2How it works:Member encourage fans to raise fund for“洗手池”（build washing sinks in rural area ）by purchasing charity packEach member will provide unique gifts for the fans with TF boys charity pack(88RMB) purchase Brand will donate 1RMB of TF boys charity pack sales to public benefits event with S
13、FG productsReal time tracking for healthy internal competitionOne Lucky draw chance with one pack for TF boys GHD event ticketCampaign mechanismDay 3Day 1Store owner & ambassador of the dayRestrictedLanding PagenUnique gift related to each members in 3 charity packsnOne Lucky draw chance with one pa
14、ck for TF boys GHD event ticketPromotion mechanismSafeguarded your health, Safeguard your growth （守护成长 健康护航） Campaign ThemeRestrictedRestricted attract players to join the “Casting”by playing a small interactive gameAnd lead them to JD to purchase to get the shooting placeBeing protectors with TFBOY
15、S！Fans Engagement:TFBOYS MV Cast Recruitment和我一起“守护家”限量守护家礼盒预购你想和我一起出演MV吗？H5 GameJD flagship store RestrictedH5 Recruiting GameStep1：select a member as your tutorStep2：Finish the casting task of your tutor（such as“taking a cute selfie ”）和我一起“守护家”限量守护家礼盒预购你想和我一起出演MV吗？Step3：Get a coupon&Encourage play
16、ers topurchase on JD to get the shooting place Step 4：Purchase on JDRestrictedFans Actors Recruitment JD pathwayDuring May 5 -12，the top100 consumers who purchases most in JD SFG flagship store, have the opportunity to win the shooting places 和我一起“守护家”你想和我一起出演MV吗？限量守护家礼盒预购618 warming up Campaign MVR
17、estrictedLimited set presale p Pre-sale of TFBOYS limited set on JD to build Hero SKU to prepare and accumulate attention for 618Restricted618 big sale Campaign 守护家超级大促 Unlock sidelights versionMV in JD if the Sales reach XXmillion Purchase to gain special gifts related to TFBOYSGain disproportional
18、 exposure (DSPM) from JD in its biggest big window to drive offtake12Restricted618 big sale Campaign 守护家超级大促 Limited EP of TFBOYS new MV for the top100 consumers who purchases most during the 618 promotionDaily PremiumSec Kill something used in the MV ！送：王源MV拍摄卫衣 6月10日秒抢经典系列套装 6月11日秒抢纯白系列套装 6月12日秒抢守护系列套装送：易烊千玺MV拍摄球鞋送：王俊凯MV拍摄潮帽34RestrictedTHANK YOU
