1、Safeguard & Tmall Apr. Sport Season Action PlanActive Sport Product lineTarget Consumer Orientation Age about 20 Male college students and graduatesHow to engage them ？Group characteristicl Willing to showl Intense collective sense of honorl Fond feelings for their Alma Materl social-media savvy The
2、 Campus Sports Meeting will be hold during April in many Chinese universities. The fierce competition, brilliant Cheerleaders , athletes and the invincible school team are all hot-topics among college students.尽情流汗 畅享湿身Get wet and enjoy sport！ Safeguard & Tmall Sport Season Communication ThemeSocial
3、 PlatformMini site & H5 interactionVote&share attracting attentioncreating a buzzT mallPotential customers: provide experience & interestsGetting wet and enjoy sport！Followers：Strengthen brand imageBrand Value AccumulationExercise and Fitness Appcommunication strategyOffline communication Platform 湿
4、身天团 最强PKIdea A The Best School Team PK CompetitionThe “unofficial contest” between colleges and universities is a endless PK game and always a hot topic in social mediaWorking with colleges and universities to collect school team pictures & videosEncouraging students and graduates to vote for their
5、school team through media promotionTurning promotions into additional salesActive StagePictures & videos CollectionSocial & Digital Voting CampaignProviding interests to stimulate sales Warming-upOnline Campaign Working with colleges and universities to collect school team pictures & videos. Encoura
6、ging students and graduates to vote for their school team through social media & campus media & online video websites promotion. Providing discount coupons of online stores and physical prizes to stimulate sales.WarminguppWorking with colleges and universities to collect school team pictures & team
7、members introduction and backup group videos.pProviding participants safeguard active sport production as parting gifts and show them in pictures or videos to increase the brand exposure.pShowing teams promotional banners in their pictures, such as “赛场最”彪汗，下场小清新（Being sweaty in the game，keep fresh a
8、fter the game）” to spread selling point“keep fresh for 12 hours”of products.pWinning awards includes：Training fund 30000 providing the team Safeguard active sport production during a year ”Wet” photo shooting with selected supporters who voted for them Platform: safeguard Tmall flagship store/WeChat
9、 platform#1 Click universities at the top of voting page to enter the display page of supporting team.#2 Click “Like” to vote for supporting team, each user can vote 3 times every day#3 Top 3 teams are displayed At the bottom of the page The Best School Team PK CompetitionMini SiteH5 VotingMini Site
10、 Voting#1 Participants can get discount coupons of online stores or physical prizes at random after voting.#2 Share link to Weibo or Wechat to ask more voters for supportMini Site Voting The Best School Team PK CompetitionMini SiteH5 VotingWhy on Youku?Youku is a leading video sharing website Purcha
11、sed by Alibaba in China. 67% of the users are college Students. Some Programs on the platform like “rage comic”has become a popular culture of 20s students.Promotion on Youku Activity Banner on Youku homepage Display Page Grouppictures Introduction VideoClick for voting Set activity banner on Youku
12、homepage Show group photos/members introduction and backup group videos on team display page Promotion on other video websites神应援！湿身男神PKBlibliMiao Paip Blibli video website is a interactive community ofPop culture. Most users are 20s youth.p Make funny video, such as ”这一支啦啦队有毒”（clownish cheerleaders
13、）, to attract attention.p Miao Pai is a short video(length around 10s60s) sharing community. p Sharing team training videos，backup group videos to attract attention.Idea BTake advantage of the heat of “The Best School Team PK Competition”activityCommunicate with all Sports & fitness-loving people th
14、rough the Social Media and fitness App promotion.无惧流汗全民湿身Let “getting wet” become a national fashionSocial MediaFitness AppPlatformContentDoing Sports is not youth exclusive. Every oneCan live active and stay healthy through“getting wet” Communication phase Combine games and activities with their ha
15、bits on APPs such as “clock in”, “ set alert”, “complete task” to embed product information and promote activities1.Upload “wet photos” of yours or friends/families 2. Share photo with your “sports motto” 3. After Sharing you can take a lucky draw4. You may get discount coupons of online stores and
16、physical prizes at randomWe Chat H5 game5.Engage players go to Tmall to use discount coupons6. Engage players share the game among their “friends circle”这才是真男神，快来赞我！We Chat H5 game Promotion on Sports/Fitness AppSuggested AppsFitness：Keep移动健身教练火辣健身Run：Gudong，Dongdong，walkupGift for clock inl Users w
17、ill get encouragement gift provided by Safeguard Once clock in on app or complete a taskSetting Alertl Naming exerciserest alert to increase the brand exposureCommunity Activitiesl Release essay on users forum to promote products & brandl Launch interactive games on App to attract attentionMembershi
18、p malll Provide products or discount coupons for credits exchange to increase salesGift for clock incomplete task1 Users will get encouragement gift provided by Safeguard Once clock in on app or complete a task#2 Promote products selling points in the activity12小时持久清新！无惧流汗！畅享湿身！12小时持久清新！无惧流汗！畅享湿身！尽情
19、流汗 畅享湿身尽情流汗 畅享湿身四月到啦，小伙伴们快躁动起来，准备迎接运动季的到来吧！运动最健康，湿身最性感！参与话题讨论，发送你或者亲友的湿身照keep即有机会得到Keep联合舒肤佳为大家准备的活力运动系列产品（10名）运动装备（3名）中奖公告：中奖名单见明日keepActivity entry：Top banner of “Topic” region#1 Release activity theme and interactive way like“showing off your boyfriends abs andkeep“ and provided prizes#2 Winners
20、are randomly selected by keep platform among the participants of the topic Keep & SafeguardAwards Topic ActivityCommunity ActivitiesActivity entry：Top banner of “Gudong assessment center”#1 Release measurement products, products introduction , with the market price and number#2 Reviewers are randoml
21、y selected by Gudong platform among the applicants#3 Reviewers post their introduction and experience Gudong & Safeguard Gudong assessment center尽情流汗 畅享湿身12小时持久清新！尽情流汗 畅享湿身12小时持久清新！12小时持久清新！ 12小时持久清新，运动之后也香香健身运动的朋友都有的烦恼就是流汗之后一身汗臭，恨不得马上冲进浴室洗白白，但是这样做是不健康的哦！其实，汗味是因为汗水和细菌结合，产生的味道，舒肤佳活力运动系列，持久抑菌12小时，让你尽情
22、流汗，不留汗味！Community ActivitiesCommunity ActivitiesActivity entry：Gudong Activity#1 During the activity, users accumulate their running mileage through running function of Gudong App#2 They can unlock a checkpoint when theyve Accumulated to a certain mileage#3 Each level has a prize, when users unlock
23、a checkpoint,They have one chance to win this lucky draw prize4 Record the “shield ”of safeguard in the process of running . It can be your running route, or everything you see when you run. Send photos to Weibo, participate in topic and safeguard to unlock more surprise prizeGudong & SafeguardHave
24、fun in Sports with Safeguard尽情流汗 畅享湿身尽情流汗 畅享湿身12小时持久清新！12小时持久清新！ 12小时持久清新，运动之后也香香现在，趣流汗！现在，趣晒！Get wet and enjoy sport！1. Clean, athletic, active Vision2.Highlight Promotion mechanism 3. “The Best School Team PK Competition” Activity entry4. Limited Customization Packaging Landing PagepLimited Custom
25、ization Packaging for university students Launch 2-3 Limited Box every day for students from different universities exclusive packaging, unique products collocation, first come first served! Promotion mechanism Promotion mechanismpVoting for Prize！ Discount coupons for online Stores Cheerleaders/ Ho
26、t models delivery ”Wet” photo shooting with supportive teamp Buy for real benefits！ 60% off once purchase up to 199 RMB. “getting wet ”gift bag once purchase up to 399 RMB（sports t-shirt/sun glasses/sport towel , etc.）CRMWeibo & WeChat: Search Promotion outside Tmall/Taobao UniversitiesBBSSports & fitness APPVideo websites内媒推广直通车聚划算首焦品牌街P&G旗舰店底部互换资源banner淘抢购钻石展位明星店铺微淘 Promotion on Tmall/Taobao THANK YOU！
