6 events, 1 per month
Introduction of the topic of the month “#”
Engage followers through questions
Encourage followers to...
Event 1July 2013
Theme: #One beautiful summer day#
SUMMER CAN BE HOT AND UNBEARABLE, BUT IT CAN ALSO BE FUN! THROUGH THIS ...
Event 2August 2013
Theme: #Love is…#Love is Cache-Cache#
Love is Cache-cache means that love is like playing hide and seek...
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25...
July 2013Event: One beautiful summer day
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
4 5 6 7 8 9 10
11 ...
Event 3September 2013
Fashion week. Fashion is your style. Creation of a mini site with a dressing game where
followers wi...
Event 5November 2013
11/11m singles day. Creation of a mix and match game using different items (accessories,
clothing, et...
Other ideas
Theme	
  
@Cache	
  Cache	
  one	
  clan
Form	
  
AcCvity	
  to	
  spread	
  the	
  brand	
  
concept	
  onlin...
Other ideas
Theme	
  
The	
  reason	
  why	
  you	
  wear	
  “it”
Form	
  
Large-­‐scale	
  crea0ve	
  survey	
  ac0vity
F...
Other ideas
Theme	
  
The	
  20-­‐day	
  
transforma0on	
  diary	
  of	
  
the	
  girl	
  next	
  door	
  
Form	
  
Plot,	...
Example 1
#Cache Cache colours# The colour blue is a natural
remedy to relax. Even if “blue” is often related to
“melancho...
Example 2
#CC summer# Beautiful flowers, sweet and fresh
colours, adorable accessories…they all make the
summer so romanti...
Example 3
#CC shooting# Use the red and the light blue to create a
marine look, put a sail, an anchor and a medail on your...
Example 4
# CC Club# Chatting time! Among all the cinema releases
big movies from 2013 to 2015, which one are you actually...
Official Microblog fans increased by 6,957 on June 1st alone and fans increased in total.
Event page for La Rose de Monaco...
Microblog fans increased from May 2nd – Jun 1st
Guess Who from the shadow
Period: May 5th – 18th
Douban promotion activity...
Microblog online live!
•  4 postcards in shop and reception to invite
guests for Sina Live broadcast
•  Press conference M...
Microblog online live!
•  PC Microblog Page AD : 4,000 Clicks
•  Live Broadcast Pre-announcement for La Rose de Monaco: Ma...
Sina microblog online live page: more than 3,600 comments on June 1st
Event introduction
Video online event:
From red carp...
Celebrities and KOLs transferred and spread official Microblog content
CelebriCes	
  
KOLs reposted the microblog content ...
Weibo / Cache-Cache
Weibo / Cache-Cache
Weibo / Cache-Cache
Weibo / Cache-Cache
Weibo / Cache-Cache
Weibo / Cache-Cache
Weibo / Cache-Cache
Weibo / Cache-Cache
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Weibo / Cache-Cache

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Weibo / Cache-Cache

  1. 1. 6 events, 1 per month Introduction of the topic of the month “#” Engage followers through questions Encourage followers to share their answers become the center of discussion
  2. 2. Event 1July 2013 Theme: #One beautiful summer day# SUMMER CAN BE HOT AND UNBEARABLE, BUT IT CAN ALSO BE FUN! THROUGH THIS event we will ask followers to share with us their personal plan of a beautiful summer day. This will open the room for summer fashion advice from cc to all followers. Platform: Weibo
  3. 3. Event 2August 2013 Theme: #Love is…#Love is Cache-Cache# Love is Cache-cache means that love is like playing hide and seek, one looks everywhere for love and when it’s found, one must chase after it. Using the qixi festival as our main focus, we will prompt the question: what is love? Generating a deeper connection between Cache- Cache and it’s followers. Platform: Weibo
  4. 4. Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 July 2013 INTRODUCTION  OF  WEIXIN  ACCOUNT   Event: One beautiful summer day LAUNCHING  OF  FIRST  EVENT  “ONE  BEAUTIFUL  SUMMER  DAY”.   “ONE  BEAUTIFUL  SUMMER  DAY”.   “ONE  BEAUTIFUL  SUMMER  DAY”.   BEGIN  #LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER   WEEK.       EXPLANATION   OF  QIXI  EVENT   BEGIN  #LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.       REVIEW   METRICS   REVIEW   METRICS   REVIEW   METRICS  
  5. 5. July 2013Event: One beautiful summer day Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 #LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.       #LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.       #LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.       BEST  ANSWERS   WILL  BE   REPOSTED   REVIEW   METRICS   REVIEW   METRICS   REVIEW   METRICS  
  6. 6. Event 3September 2013 Fashion week. Fashion is your style. Creation of a mini site with a dressing game where followers will be able to create their own combination of clothing and get the price of the outfit. Event 4October 2013 Golden week event. Where would you like to go? Platform: minisite Platform: weibo
  7. 7. Event 5November 2013 11/11m singles day. Creation of a mix and match game using different items (accessories, clothing, etc.) Event 6December 2013 Wishing on a snowflake. With the creation of a minisite, users will be able to share their chrismas/new year’s wishes in the form of a snowflake. Random winners will be chosen every week. Platform: minisite Platform: minisite
  8. 8. Other ideas Theme   @Cache  Cache  one  clan Form   AcCvity  to  spread  the  brand   concept  online Func0on   Through  the  dissemina0on  of  the   concept  we  can  clarify  the  brand   target  market  and  gather  them   together. Concept 1. Create and release the “Cache Cache one clan” theme, which will be the name for those who love the Cache Cache style, Cashe Cashe ‘Hide and Seek’ expresses the free spirit of the Cashe Cashe group; and makes people reminisce the ‘Hide and seek’ days of their childhood. 2. Create a “ Cache Cache one clan” minisite (or add this page to the Cache Cache official website) 3. Launch the “@ Cache Cache one clan” event, encouraging followers to tag (share, invite) one of their friends who has the typical features of a Cache Cache clan member. If a person becomes a Cache Cache one clan website fan then they will have the chance to get an item of apparel.
  9. 9. Other ideas Theme   The  reason  why  you  wear  “it” Form   Large-­‐scale  crea0ve  survey  ac0vity Func0on   The  survey  will  expose  how  well   consumers  understand  the  brand.     Concept 1. Create an interesting questionnaire, at the beginning of each questionnaire the participant will be asked to choose a piece of clothing from the wardrobe, then the survey will begin (the questionnaire will be based on 360 degree views of clothes), and netizens will reply to the question “Why would you wear it?”. 2. The result of the survey on every item of clothing in the wardrobe will be displayed on the main webpage, attracting netizens to read it and creating browsing interest. 3. At the end, each item of clothing in the survey can be won by an appointed ‘owner’, this ‘owner’ is the person who most understands the clothing item.
  10. 10. Other ideas Theme   The  20-­‐day   transforma0on  diary  of   the  girl  next  door   Form   Plot,  online  movie   Func0on   Through  the  diary  of  the  girl  next   door,  show  the  changes  that  the   brand  fashion  culture  can  make  on   the  target  audience  and  the  self-­‐ realiza0on  it  can  bring. Concept 1. The Valentine’s collection theme is “The 20 day transformation diary of the girl next door”, the plot details her transformation, including her future clothing, emotional stories, dialogues etc.” 2. After determining the plot, we will take pictures and writing the transformation diary for every day. We will use the script and the pictures together to express the story. 3. After 20 days, we will create the movie “The 20 day transformation diary of the girl next door”, and disseminate it on various internet platforms.
  11. 11. Example 1 #Cache Cache colours# The colour blue is a natural remedy to relax. Even if “blue” is often related to “melancholy”, at the same time this colour is also know to increase the self-confidence, reduce the stress and help keep the mind in balance. Put on a new t-shirt and let your mind and heart release. #CC色诫#蓝色是一种天然的心情“放松剂”。尽管blue一直等同 于蓝色和忧郁,但这种颜色也能增强自信心、减轻压力,且有助 于使人心态平和。当轻薄柔软的蕾丝环拥双肩,就让不设防的心 思肆意泛滥吧。  
  12. 12. Example 2 #CC summer# Beautiful flowers, sweet and fresh colours, adorable accessories…they all make the summer so romantic! Take off your old clothes, change your style, give yourself a big surprise with CC! #CC一夏#缤纷绚丽的花朵,甜蜜活泼的色彩,精致可爱的小 物……无一不在渲染这个夏日愈演愈烈的烂漫气氛。收起乏 味的习惯,换一种不曾尝试过的风格,和CC一起给自己个大 大的Surprise吧!  
  13. 13. Example 3 #CC shooting# Use the red and the light blue to create a marine look, put a sail, an anchor and a medail on your t- shirt: you new British-nerdy style is ready, full of summer enthusiasm! Come on, let’s go to meet the 80’s!   #CC街拍#以红白蓝为主色调的海军风Look,加入帆船、船锚 或者勋章等图案和配饰的点缀,英气逼人的同时,不乏纯真 俏皮。充满度假风情的清新海风已经吹来,来吧,向80年代 致敬!  
  14. 14. Example 4 # CC Club# Chatting time! Among all the cinema releases big movies from 2013 to 2015, which one are you actually looking for? 1.《Avatar2》2.《The man of Taiqi》3.《World of Warcraft》4.《Pirates of the Caribbean》5.《Ghost blows》6.《Kongfu Panda 3》7.《Star wars 7》8.《Mission impossible5》9.《Prometheus2》10.《Terminator5》9   #CC  Club#闲聊时间到!2013-­‐2015上映大片盘点,来说说你 最期待的是哪部吧!1.《阿凡达2》2.《太极侠》3.《魔兽世 界》4.《加勒比海盗5》5.《鬼吹灯》6.《功夫熊猫3》7.《星 球大战7》8.《碟中谍5》9.《普罗米修斯2》10.《终结者5》  
  15. 15. Official Microblog fans increased by 6,957 on June 1st alone and fans increased in total. Event page for La Rose de Monaco montblanc
  16. 16. Microblog fans increased from May 2nd – Jun 1st Guess Who from the shadow Period: May 5th – 18th Douban promotion activity Period : May 7th - 25th Share a Beautiful Memory Period: May 21st 3 Official Microblog activities to win 4 event invitations New topics for Grace Kelly Campaign: •  the Rose of Monaco •  Royal Stories •  Monaco Introduction •  Montblanc brilliant events montblanc
  17. 17. Microblog online live! •  4 postcards in shop and reception to invite guests for Sina Live broadcast •  Press conference Microblog online post •  Sina online live warm up •  Event Microblog online post montblanc
  18. 18. Microblog online live! •  PC Microblog Page AD : 4,000 Clicks •  Live Broadcast Pre-announcement for La Rose de Monaco: May 30th to Jun 1st montblanc
  19. 19. Sina microblog online live page: more than 3,600 comments on June 1st Event introduction Video online event: From red carpet show to unveiling moment Online guests: celebrities and kols Event Forum: Official microblog and sina users discussion area Official Weibo: montblanc
  20. 20. Celebrities and KOLs transferred and spread official Microblog content CelebriCes   KOLs reposted the microblog content about the event montblanc

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