PUMAChinaPRReviewReport報告方案(NX副本)

PUMAChinaPRReviewReport(FromJan.1st,2021toSept.15th,2021)-2021/9/22-ScopeofPresentationPRSummary(fromJan.1st,2021toSept.15th,2021)MediaResultsEventsProductSeedingBestClippings(bycategory)Finding&ImplicationPRSUMMARY

(fromJan.1st,2021toSept.15th,2021)RetainerPRFocusIGNITEIGNITEPWRCOOLFromJan.1st,2021toSept.15th,2021,31keyproductsareintroduced.Amongthem,thereare27footwearproducts,3apparelcollections,1pieceofbrandnewsrelease..evoPOWER1.2FGevoSPEED1.3evoPOWER1.2GraphicFGevoSPEED1.3GraphicevoACCURACYIGNITEXTUBCollectionFootballRunningTrainingLifestyleSelectCREAMMotorsportBrandNewsProductPlacementLuHan’sAppointmentTX-3Match74R698AlexanderMcQueenMIHARAYASUHIROHouseofhackneyBWGHALIFERonnieFiegBeginsAIMéLEONDORESWASHTRINOMICOSPACKTHISISNEVERTHATFerrariLSPrimoLo10SuedeRetainerPRFocusArsenalHomeKitevoSPEEDSLevoSPEED1.4FGArsenalAwayKitProductPlacementFootballRunningTrainingLifestyleSelectCREAMMotorsportBrandNewsSwashVASHITEPRProgramEventParticipationProductSeedingMediaToolkitDistributionFromJan.1st,2021toSept.15th,2021,49mediatoolkitshavebeendistributedtomedia.5eventshavebeenheldbyOgilvy.Over296timesofkeyproductseedinghavebeendonetoenhancerelationwithmediaandKOLs.ListofKeyMediabyCategoryTeamsportRunning/TrainingLifestyleSelectMotorsport26titles28titles32titles30titles12titles1626BazzarBazzarMenCOSMOELLEELLEMENEEsquireFeminaGQGQ.GraziaKLeonL'OfficielLMarieClaireMen'sHealthMen'sJokerMen'sUNOMILKMINANSIZETRENDYTrendsHealthVogueVYOHOYOHOGirlYOHOBOY.com1626ColorWeeklyEASYELLEPLUSEFeminaGQ.GraziaIladyIIweeklyKICKSKLMen'sHealthMen'sUNOMILKModernWeeklyPSSHAKESSIZESIZETRENDYSOCOOLStyleLifeTrendsHealthU+LifeURBANVYOHOYOHOGirlCCTV-51626AllSportsDiggerEASYEnjoyZ.comFootballWeeklyGQHisportsHUPU.comKICKSKLMen'sHealthMILKMVPOQSHAKESSIZESOCOOLSSOLECollectorTitanSportsYOHOAutoFanAutoMagazineAutoMotorundSportCarandDriverIKICKSKLSHAKESSIZECCTV-5YOHO1626AllSportsDiggerEASYGQHisportsHUPU.comKICKSKLMen'sHealthMen'sUNOMILKMVPNewSportQRunner'sWorldRSHAKESSizeSOCOOLSSOLECollectorTitanSportsTrendsHealthOver

150

Vertical/Sports/Sneaker/Trendy/Fashion/Lifestyle/Auto/GeneralmediamainlyfromBJ,SH,GZarelistedinourmediapoolfortheongoingmediapitchandprojectsMediaOutreachFashionGeneralMediaLifestyle&HealthAutoOverallPRDeliverables49Chinesereleases

and4productintroductionweredeveloped3globaleventsforIGNITENewYorklaunch,ArsenalHomeKitlaunchandArsenalAwayKitlaunch7localeventsincludingIGNITEMediaTrialDayinShanghai,BeijingRun,PUMA24-hourTrainathonandWorldChampionshipsPressConference,AW15SelectPreview,BeginsXS850launch,flagshipstoreopening(dataisnotyetcollected)ReachedouttoCelebrities/Editors/KOLsforover296timesthroughkey

productseeding

ItemTeamsportRunningTrainingLifestyleSelectCreamMotorsportTOTALReleasroductIntro11020004GlobalEvent21000003LocalEvent03111107ProductSeeding259551922580296*Somemediavisitinvolvedseveralcategories.MEDIARESULTS10MediaResults113,707mediacoverageMediavalueofRMB89,998,627 Over296celebrities/keyeditors/KOLsengagementLifestyleVs.PerformancebyPRValue3.5:6.5Runninghashighestno.ofclips1,047RunninghashighestmediavalueofRMB30,702,5727categorieswithover31keyproductswerelaunchedTotalClippingNumberbyCategoryandMediaType

6491,047457471725145RunninggeneratedmostclippingsintheperiodfromJan.1st,2021toSept.15th,2021.Mostofthecoverageweregeneratedviaonlinechannel,followedbyprintmedia.24189PRValuebyCategoryandMediaTypeRunninghadthehighestmediavalue,followedbyTeamsport.15,747,01230,702,5729,566,26013,803,69211,932,980669,4973,479,6264,096,988KeyMediaHitRatebyClippingNumberNote:Brandnewsisnotincludedduetonoconfirmedlistofkeymedia.KeymediahitratebyclippingnumberofLifestylereachedover50%.RateofRunningandTrainingwerelowduetothenumerousreportsbymassmediaandonlinemediaduringIGNITE’slaunch,24-hourTrainathonandWorldChampionshipsPressConference,mostofthemwerenotkeymedia.RateofMotorsportwaslowduetolimitednumberofpressrelease.KeyMediaHitRatebyPRValueNote:Brandnewsisnotincludedduetonoconfirmedlistofkeymedia.KeymediahitratesbyPRValueofTeamsport,Training,LifestyleandSelectwereabove50%.Allcategorieshavearatehigherthan40%besidesMotorsport.KeyMediaHitRatebyPRValuewasmuchhigherthanKeyMediaHitRatebyClippingNumberduetothehighqualityofclippings.ResultVs.KPIKPIResultsSoFarTotalPRBudgetRMB2,364,634(RMB950,000Retainer+RMB1,414,634Projects)RMB89,998,627ROI>12folds>38foldsTotalNo.ofClips2,375clips3,707clipsKeyMediaEAV>=35%(Retainer)>=45%(Projects)52.05%LifestyleVs.Performance4:6~5:53.5:6.5BrandNotMentioned,LogoVisible(80%*EAV)--2.78%BrandNotMentioned,LogoNotVisible(60%*EAV)--0ProductSeedingExposure(Performance)60%(Retainer)80%(Projects)85.54%(Retainer)93.18%(Projects)ProductSeedingExposure(Lifestyle)50%(Retainer)72.65%EVENTPUMAIGNITE

MediaTrialDayinShanghaiAnintimateIGNITEmediatrialwasorganizedinShanghaionMarch19th,2021,invitingkeysports/running,sneaker,andlifestylemediatoembarkonatailoredPUMAIGNITEjourney.Atotalof50journalistsfrom40mediatitles,alongwith10runninginfluencersattendedtoruninIGNITE,generating83clippingsofPRvalueRMB1,511,067andatleast33postsonattendees’privateWeChatandWeiboplatforms.BeijingInternationalRunningFestival

(BeijingRun)OnApril26th,2021,BeijingInternationalRunningFestival,alsoknownasBeijingRun,washeldatTiananmenSquare,theheartofBeijing.Asanofficialpartner,PUMAinvited13mediatoparticipateintheeventwithcoordinationofOgilvyPRteam,aswellasother38membersfromrunningclubs,generating25clippingsofPRvalueRMB675,767andatleast15postsonattendees’privateWeChatandWeiboplatforms.PUMA24-hourTrainathonOnAug.15,PUMA24-HourTrainathonkickedoffat798ArtZoneinBeijing.ATotalof28editorsandjournalistsfrom18mediaoutlets,alongwith3

KOLswereinvitedtoexperiencedavarietyoftrainingsessionsonsite.Asofnow,307clippingshasbeencollected,generatingPRvalueofRMB6,516,600and

atleast34posts

onattendees’privateWeChatandWeiboplatforms.Besides,11KOLshavebeenapproachedtopromotebrandconcept#NOMATTERWHAT,releasing33postsonWeibo.WorldChampionshipsPressConferenceOnAug.20,PUMAJAAAPressConferenceforUsainBoltandJamaicanTrackandFieldTeamwasheldinBeijingNUOHotel.ATotalof41journalistsandeditorsfrom32ChinesemediaoutletswereinvitedtoattendPUMAJAAAPressConference.CCTV-5hadanexclusiveone-on-oneinterviewwithUsainBolt,7mediaoutletswerearrangedtohaveagroupinterviewwithUsainBolt,and5mediaoutletsinterviewedColinJackson.Asofnow,302clippingshasbeencollected,generatingPRvalueofRMB9,473,416andatleast14postsonattendees’privateWeChatandWeiboplatforms.

22請加上preview的頁面TheChinaPRteamorganizedanAW15Selectcollectionprevieweventbyinvitingkeylifestyle,fashion,andsneakermedia,eitherfashionKOLstoembarkonatailoredpreviewjourneyinShanghai.Atotalof36journalistsfrom28mediatitles,alongwithmorethan18fashionKOLsattendedtopreviewPUMASelectAW15products.Total38ClippingswaspublishedduringJunetoAugusthasgeneratedtotalRMB663,478PRValue.AW15SelectPreviewPRODUCTSEEDINGKeyProductSeeding(over296times)TeamsportRunningTrainingLifestyleSelectCreamKeyProductSeedingIGNITE58keyeditors3KOLsIGNITEPWRCOOL31keyeditors3KOLsIGNITEXT48keyeditors3KOLsevoSPEED1.4FG8keyeditors1KOLevoPOWER1.2GraphicFG14keyeditors2KOLsCNY55keyeditors5KOLsMatch743keyeditors1KOLALIFE1KOL1EditorBegins5keyeditorsVeil2keyeditorsSuede2keyeditors3KOLs/CelebrityR6982keyeditors5KOLsBWGH3Editors3KOLsSWASHTRINOMICOSPACK3KOLsMcQ1KOLKeyProductSeeding–Keyeditors/Journalist(Lifestyle)Seededkeyproductstokeymediaforkeepingrelationsandmediaexposure.KeyProductSeeding–Keyeditors/Journalist(Performance)Seededkeyproductstokeymediaforkeepingrelationsandmediaexposure.KeyProductSeeding–Celebrity/KOLsSeededkeyproductstoselectedcelebrities/KOLs,whocanpostseededproductsontheirpersonalWeibo/WeChatplatformsorevenonmedia.KeyProductSeeding–Celebrity/KOLsSeededkeyproductstoselectedcelebrities/KOLs,whocanpostseededproductsontheirpersonalWeibo/WeChatplatformsorevenonmedia.YangJiawei(楊家威）,FamousFootballPlayerKingofPop

（《流行之王》），PopularRealityShowShaBaoliang（沙寶亮）,FamousChineseSingerYeZhaoying(葉釗穎）,FamousBadmintonPlayerSean（王曉剛）,ColumnistandTranslatorSpecializinginMarathonLiteratureJiangYiyan(江一燕),FamousChineseActressinPopularRealityShowRunningMan（《奔跑吧！兄弟》）BESTCLIPPINGS29649clippingswithRMB15,747,012PRValuehavebeengeneratedClippingSamples(Teamsport)Kicks,16.01.2015,1PKicks,16.01.2015,1PKicks,16.01.2015,2PKicks,16.01.2015,2PKicks,16.02.2015,1PKicks,16.02.2015,1PKicks,16.02.2015,2PKicks,16.05.2015,2PMVP,29.05.2015,1PSOLECollector,01.03.2015,2P32MVP,26.06.2015,1PSIZETrendy,01.02.2015,1PMVP,26.06.2015,1PKicks,16.07.2015,2PSIZE,01.08.2015,1P1,047clippingswithRMB30,702,572PRValuehavebeengeneratedClippingSamples(Running)Kicks,15.02.2021,2PMVP,20.05.2021,1PMVP,27.03.2021,1PShake,01.04.2021,1PShake,25.04.2021,1PSIZETrendy,01.04.2021,1PSIZETrendy,01.05.2021,1PSLAM,01.04.2015,1PSLAM,01.06.2015,1PYOHO,01.05.2015,1PYOHO,01.05.2015,1PSOLECollector,01.06.2015,2PSOLECollector,01.06.2021,5PSIZE,01.09.2015,1PBeijingTimes,21.08.2015,1PYoungSports,26.08.2015,1P457clippingswithRMB9,566,260PRValuehavebeengeneratedClippingSamples(Training)MVP,21.08.2015,1PMen’sHealth,05.09.2015,1PClippingSamples(Lifestyle)471clippingswithRMB13,803,692PRValuehavebeengenerated1626,19.01.2015,1PURBAN,10.02.2021,1PCOCO,01.04.2015,1PYOHOGirl,05.02.2015,3PSHAKE,25.05.2015,1PSocool,01.02.2021,1PKicks,15.07.2015,1PEASY,20.07.2015,2P1626,01.08.2021,1PYOHOGIRL,05.07.2021,4PClippingSamples(Select)725clippingswithRMB11,932,980PRValuehavebeengeneratedMarieClaire,01.05.2015,4PMILK,01.05.2021,1P1626,18.05.2021,1+1/4PURBAN,10.07.2015,1PSHAKE,25.05.2021,2PSIZE,01.08.2021,2PMILK,16.07.2015,1PKICKS,16.02.2015,1PSelf,01.02.2015,1PClippingSamples(Cream)145clippingswithRMB4,096,988PRValuehavebeengeneratedSIZE,01.05.2021,1PMILK,16.04.2021,1PSHAKE,25.01.2015,1PSoCool,01.02.2021,2P1626,09.03.2021,2PFINDING&IMPLICATIONKeySuggestions(Teamsports)Challengeencountered:LackoflocalexperientialeventorinterviewopportunityforsportsmediatogeneratemoreprominentnewsforthebrandSuggestions:Tocreatemoremedia/KOLexperientialeventopportunitytogetherwithauthenticsportsmedia/BBStomaximizemediaexposurequantityandqualityKeySuggestions(Running)Challengeencountered:TherearenotmanyverticalprintmediaforRunningcategoryinChinaLifestyleandfashionmediararelypickrunningproductsforshootingSuggestions:Approachmoreverticalonlinemedia,sneakerandhealthylifestylerelatedmediaforproductexp