Master kong daily c


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  • Consumer attribute refers to the relationship between brand and the targeted consumers, indicating brand’s value or profit for the consumers.
  • Consumer attribute refers to the relationship between brand and the targeted consumers, indicating brand’s value or profit for the consumers.
  • Creativity refers to the description of the creative points base on the communications strategy.
  • Master kong daily c

    1. 1. Master Kong Daily C --The New Marketing of SoLoMo Trial Drinking
    2. 2. <ul><li>Campaign Brief- 传播目标 </li></ul><ul><li>Master Kong wanted to Increase Daily C’s awareness and get samples out to new customers. </li></ul>
    3. 3. <ul><li>Campaign Brief- 传播挑战 </li></ul><ul><li>In the summer of 2011, Master Kong Daily C changed its name, packaging, and celebrity spokesperson. </li></ul><ul><li>It also introduced a new flavor, “Orange Lemon”, into the market. </li></ul><ul><li>Additionally, the brand’s “trendy, healthy, and energetic” image required a refresh. </li></ul>
    4. 4. <ul><li>In order to communicate Daily’s “trendy” image to 18-29 year olds, we needed to pinpoint aspects of their behavior that differentiate them from other age groups. </li></ul><ul><li>They are enjoy SNS websites and are constantly tied to the network with their smart phones, sharing their lives as they unfold. </li></ul>Insight & Strategy- 品牌受众洞察
    5. 5. <ul><li>Characteristics of Renren users </li></ul><ul><li>Relevant age group: </li></ul><ul><ul><li>As China’s largest SNS, Renren has over 170 million young users </li></ul></ul><ul><ul><li>According to iResearch’s data, nearly 77% of Renren’s users match the brand’s target consumers! </li></ul></ul><ul><li>Avid mobile phone users: </li></ul><ul><ul><li>Over 30% of Renren’s users log in with their mobile devices. </li></ul></ul><ul><li>Love to share with friends and sign into places: </li></ul><ul><ul><li>They love to share content and send status updates </li></ul></ul><ul><ul><li>They love new technology, like the Check in ! </li></ul></ul>Insight & Strategy- 媒体属性洞察
    6. 6. <ul><li>By combining Daily C drink sampling with Check ins through mobile devices, we hope to create a different type of “trendy drink sampling”! </li></ul><ul><li>—— Master Kang Daily C </li></ul>Creativity & Execution- 计划的创意性 Shoot Daily C to popularity through return customers ! Through abandoning traditional drink sampling techniques And using SNS + Check ins, we aim to create a seamless online and offline campaign 【 Offline- Check ins 】 Handing out drink samples once users sign in at drink sampling locations so users can sample the product in an innovative manner 【 Online-SNS 】 In creating the event website, the new product will be publicized and users will be encouraged to share information about the drink sampling and lottery event.
    7. 7. <ul><li>Daily C collaborated with Renren to establish and promote 39 drink sampling events throughout China. Users first checked in, sharing the event with their friends, and then received free samples. LBS Advertising was used to drive further traffic to the locations. </li></ul><ul><li>Online promotion: the event website encouraged users to share information about Daily C’s offline drink sampling event. </li></ul><ul><li>Offline drink sampling: users joined the event through using Renren’s LBS to sign in at 39 drink sampling locations. Information about the event spread through word-of-mouth using the news feed. In twelve days, the combination of SNS and Check -ins created a seamless online and offline campaign, thereby triggering a viral promotion of Daily C! </li></ul>Creativity & Execution- 计划的执行性
    8. 8. <ul><li>1. Online promotion: Spreading information through SNS </li></ul><ul><li>In creating the event website, the new product was publicized and users were encouraged to share information about the drink sampling and lottery event. </li></ul>Creativity & Execution- 计划的执行性
    9. 9. Creativity & Execution- 计划的执行性 <ul><li>Renren LBS: </li></ul><ul><li>The “Event Discount” event was guaranteed a high-exposure position on the homepage. </li></ul><ul><li>Event information page for Daily C drink sampling : </li></ul><ul><li>Allowed users to check in at 39 drink sampling locations. Upon check in, users were entered into the online lottery. </li></ul>
    10. 10. <ul><li>Recommendation of similar events: Location Based Advertising: </li></ul><ul><li>T he Daily C drink sampling event will be listed on all pages of locations that are within a 1km radius around the drink sampling locations. </li></ul>Creativity & Execution- 计划的执行性
    11. 11. <ul><li>2. Offline promotion: Location Based Avertising: If users logged to Renren with the mobile app within 1km of sampling locations, they automatically received a notification inviting them to the event. </li></ul>Creativity & Execution- 计划的执行性
    12. 12. <ul><li>Location Based Advertising II: If users sign into Renren’s mobile website while within a 1km of the event locations, they will automatically receive an inventation to event. </li></ul>Creativity & Execution- 计划的执行性
    13. 13. <ul><li>If users sign in to Renren’s mobile client or Renren’s mobile website after arriving at the drink sampling location, they will receive a drink sample and send a status update to their news feeds, sharing the event with their friends. </li></ul>Creativity & Execution- 计划的执行性
    14. 14. Result- 活动效果 In just 12 days, 10,000 people signed in, of which over 60% were Renren users. Additionally, online participation included over 530,000 people, resulting in the event being shared over 124,000 times. Overall, the entire event exposed the brand to an impressive 20 million of the brand's target consumers!
    15. 15. Result- 活动效果 Online participation and sharing spreads information about offline drink sampling event! Offline drink sampling triggers online promotion! Free WOM advertising Shared 16.41million times 【 Offline- Check in 】 In 12 days: 6,276 sign ins 5,021 people participated 【 Online-SNS 】 PV: 18.2million+views UV: 530k+people Shared: 1.23million+times
    16. 16. <ul><li>This event captured the media and the marketing industry’s attention! </li></ul><ul><li>Master Kang Daily C opened drink sampling events in 16 cities throughout China through Renren. Mobile users need only sign in at one of 39 drink sampling locations to receive a drink sample and enter an online lottery. At the same time, signing in will send a status update to the user’s news feed, sharing information about the event to friends. The effect was apparent: in just 12 days, over 90% of the 10,000 users who signed in using LBS obtained the free drink sample! </li></ul><ul><li>— Excerpt from V-Marketing </li></ul><ul><li>Additionally, other well-known media sources, such as Meihua Information, Modern Advertising, and iResearch reported about this event! </li></ul>Result- 活动效果