2020入群vip方案禮包2019lipton one year plan rcg

1、BRIEF RECAPDevelop the social campaign planfor full year 2017 based on the innovation plan (need to identify consumer insights and product role)Develop the social campaign planfor biggest innovation KungfuEngage more consumer , then purchaseBRIEF RECAPKUNGFU TEA LaunchOne Year PlanSTRATEGIC THINKING

2、UNIFICATIONMESSAGESUCCESSFULCOMMUNICATIONIMCECO SYSTEMINNOVATIONOUR APPROACHThe Brand POV/ PurposeBrandalityVIGOROUSIMAGINATION“Dont walk on by”.instead engaging positively with the world around you, just feels good“We encourage the world to Live lifethe Tea way”RELIABLEPOSITIVEBrand DiscriminatorWe

3、 are the Bright tea brand,which gives you pragmatic & positive experienceLIPTON BRANDIn a busy world, in which many people are defaulting to indifference. Tea people bring out the best in themselves and in others. Lipton encourages people to engage with others and the world around them in a thou

4、ghtful, playful way.Be awake to what really matters!LIPTON BRANDBE AWAKE TO WHAT REALLY MATTERSUNPACKINGBE AWAKE TO WHAT MATTERSBE AWAKEKEY BRAND MESSAGETO WHAT MATTERSVARIOUS EXPERIENCE ECONOMY CAMPAIGN THEMES“LIVE IN THE MOMENT”“EYES WIDE OPEN”al Interests & hobbiesCulture & Creativityal r

5、elationships“SEIZE THE DAY”Travel & ExplorationSports & FitnessLearning & ExcitementLIPTON BRANDBE AWAKE TO WHAT MATTERSLife ExperiencePrivate TimeCulture & Creativityal relationshipsal Interests & hobbiesTravel & ExplorationSports & FitnessLearning & ExcitementEnjoy

6、life's wonderful experienceImmersed in their own timeLIPTON BRANDBRAND ENCOURAGEal relationshipsNo matter what occasion,Lipton always be a bright and positive way, to let you be awake to what mattersBe awake to what matters!Sports & FitnessLIPTON BRANDUNIFICATIONMESSAGEIMCECO STSTEMIMCECO SY

7、STEMINNOVATIONOUR APPROACHCommunication StrategyUnification messageBRANDMESSAGEBig IdeaKOLinnovationinnovationMEDIADigitalSocialCAMPAIGN IDEAIMC ECO SystemWith Communication FlowECEVENTPOP-UPFLOWTHEMEPRGiftingCONSUMER INSIGHTBehaviorBased on the 4 seasons of tea drinking habitsFunction NeedsEmotion

8、NeedsBe awakeEnjoy theTake RelaxPositive energySpringSummernatural tasteWarm or Cool refreshingSharehappiness with othersWinterAutumnBe awakeTake relaxEnjoy the natural tasteCONSUMER INSIGHTJANFEBMARAPRMAYJUNJULAUGSEPTOCTNOVDECFRUIT TEAKUNG FU TEAECRET AILWINTER CAMPAIGNLYL & MILK TEA PROMOTIONC

9、AM PAIG NCAMPAIGN MPAIGNDAILY GIFTINGFESTIECFESTIVALVAL GIFTING: MAFGIFTING CNYMTNEW FRUIT TEANEW MILK TEA LATTEFRUIT TEACVS/WATSONSCOLLECTIONM LK EA COLLEC ONCNY CAMPAIGNSPRINGSUMMER CAMPAIGNAUTUMNCAMPAIGNBET CACommunication Concept÷÷¼Âgd¶oÅ= ËÇoÂÍ=

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11、n FlowHERO PRODUCTFRUIT TEASeason 2SUMMERSOCIALBUZZ<TIPPOINT>DIGITALASMRKOLSeason 1SPRINGCampaign ideaSeason 3AUTUMNBRANDMESSAGETRAVEL CONTENT COOPERATIONGIFTING EMOTION BENEFITSeason 4WINTERECPURCHASEPOP-UPAR EXPERIENCESpring CampaignSpring Campaign IdeaÄdádÇ“”dÍ ÇTea

12、 House ëÍ ÍVí*Spring Campaign X ASMR SRNMNLNSQ FMQNPU 6FP+E+CM FQONMQF±°á1M)C)FLFMR 6FDICM+QLd¾Øæá 6 >´d= x Spring CampaignSpring CampaignRefASMR x x x Spring CampaignX Ío §Ío qnÍo åÍo喚新e旅獨(dú)家線路l品Z活動專題立頓喚新e旅cX

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14、ampaignX POP UP TeahouseTeahouseSpring Campaign X ARARTeahouse AR, Spring CampaignSocial Giftingy¯y>k ÞySMep進(jìn)入1社kSMep 2選擇立頓l品 世界賀卡！ 支p！發(fā)給x的好友SMep 4特殊驚喜給好友送出后Xx可以通過抽獎X隨機(jī)獲得立頓天貓旗艦店果茶/茶包s惠券E'T3SMep 3地址！等待填寫的到來Social GiftingLIPTON EC FLOW將TGaFF自然流量導(dǎo)入SpKCHA CaGpaCAHDigital CampaignSPRING

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19、味美食、玩樂嬉戲的平臺。以c富的嘉年華 4&5TY的形式X呈現(xiàn)一個老少皆愛的游樂場！Summer CampaignX POP UP × ÉØ=déºi ³=Summer CampaignX DIYC¿xË= <Låñêw0 B¶z=>õ õ1 = (<ðT+EFN¡ãËד»±þà Summer CampaignSummer Campaign

20、RefX/3LYD.Y立頓水果茶快捷一鍵導(dǎo)購至電商線下d題活動Summer CampaignX ¿Cÿ¿x â÷¡Summer CampaignSocial Giftingy¯y>k ÞySMep進(jìn)入1社kSMep 2選擇立頓l品 水果賀卡！ 支p！發(fā)給x的好友SMep 4特殊驚喜后Xx可以通過抽獎X隨機(jī)E'T3給好友送出獲得立頓天貓旗艦店水果茶/冰茶s惠券SMep 3地址！等待填寫的到來Social GiftingLIPTON EC FLOW將TGaFF自然流量導(dǎo)入SNGGeK CaGpaCAHDi

21、gital CampaignSPRING THEMEFruit Run EventHERO PRODUCTSSocial BuzzFruit Run TicketPOP-UP O2OGIFTINGFruit Machine鼓勵活動參與者X通過TGaFF購gSummer CampaignSUMMER CAMPAIGN WRAP UPSummer CampaignSeasonal Theme喚 U 新Product新品水果茶/冰茶系列Campaign IdeaBe aPaEe MI HeP paLLMCIH xEVENT +KNCM 5NHGifting立頓水果跑限量-小米手環(huán)-背包-水壺 -耳機(jī)

22、TradeEC/434 U4-線上水果跑-pIp-Np水果機(jī)-D.Y水果茶Media立頓 x 小米 x Y3L3 x 日日煮-喚 新夏日水果跑和小米合w-喚 新D.Y水果茶和日日煮合wAUTUMN CAMPAIGN Be awake to new Creativity Communication FlowHERO PRODUCTKUNG FU TEASeason 4WINTER<TIPPOINT>5 CROSSOVER KOLSOCIAL BUZZ LAUNCH PRODUCTDIGITALENGAGE + UGCSeason 3AUTUMNCampaign ideaBRANDME

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28、立頓天貓旗艦店新品功夫茶s惠券E'T3SMep 3地址！等待填寫的到來Social GiftingLIPTON EC FLOWö LCKKõ SRSLM CLOC+)M5 Crossover KOL StoryKungFu THEMEDigital CampaignKungFu TeaCrossover EventCrossover Event TicketSocial BuzzGIFTINGPromotion ¬C LCKKtSpring CampaignAUTUMN CAMPAIGN WRAP UP喚 U 新Seasonal Theme5款新

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