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麥維他消化餅_ 提案
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麥維他消化餅年度數位行銷
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麥維他消化餅_ 提案
1.
麥維他消化餅2017數位行銷提案 2016.09.21
2.
Agenda 行銷策略 行銷計畫
預算費用
3.
在開始之前,先來看看一個真實故事 誒誒,你知道麥維 他嗎? A君 蛤?那什麼? B君 A君 阿就消化餅啊! 喔喔!這個喔~ B君 要吃嗎? A君 不要!吃餅乾會胖! B君 喔 A君
4.
在開始之前,先來看看一個真實故事 於是A君 一個人默默花三天,吃完整包麥維他消化餅 而且第三天,餅乾有點軟了,有點難吃。 我就是A君,做這個提案的人。
5.
說到麥維他,大家不太知道這什麼? 但是! 大家都知道! 對「它」的印象? 餅乾 餅乾 餅乾
6.
說到麥維他,大家不太知道這什麼? 但是! 大家都知道! 對「它」的印象? 餅乾餅乾 餅乾 餅乾 餅乾 餅乾餅乾餅乾 餅乾
7.
因為它只是餅乾。
8.
不 · 只
· 是 · 餅 · 乾
9.
因為 需要出現在對的時候
10.
此時此刻,再來看一個真實故事 唉~~ 好想吃東西 B君 A君 那你要吃這個嗎? (遞一片) (拿去,吃了一口) B君 一個正在上班的下午,坐在對面的同事傳來一個長長嘆息聲 3秒之後…. 好~好~吃~喔~ B君
11.
喝咖啡 沒時間 心情不好 (覺得累) 想做菜(點心) 來一包 苦過之後 有甘甜 很方便,迅速 Power up! 療癒,又可以 Keep going! 零廚藝
零失敗 好美味 生活調味料 生理上&心靈上 所以只要在以下時刻…
12.
調味料, 讓無聊,變有趣。 只要一點點,就能療癒你的心。 應用在生活上, 小幸運 生活調味料 有了一點小滿足,一整天也就甜甜的。 小小的一瓶,卻能讓食物更有味道。
13.
就讓 成為生活中的小滿足吧! Cuisinart
14.
行銷策略
15.
現在的消費者很Smart!
16.
直接忽略、跳過,按×關掉 在網路上只要是廣告,不管是手機還是電腦上
17.
食譜 KUSO 抽獎活動 按讚、大心、哈,然後分享
18.
所以,我們現在要從社群出發 把內容變精彩,就會有像廣告的擴散力 把廣告做的像內容,讓人忍不住就想點
19.
行銷計畫
20.
網路口碑建置 網友、素人口碑 點心達人、吃貨通 產品體驗、分享 Facebook 粉絲專頁經營 網路活動 實體活動 議題創造 媒體購買:Google聯播網、Fb推播廣告、平台網站內容合作 網路紅人、 潮流品牌合作 異業合作 活動 小滿足 滿足TA 社群全攻略
21.
網路名人合作 期間限定內容合作 與網路名人內容置入合作,讓這些知名的網路插畫家,來詮釋他們心中各種「小滿足」 讓這些幽默風趣的「小滿足」,不僅滿足你的心,更要讓網友起來分享滿足。 期間限定包裝 Line貼圖
影音合作
22.
潮流品牌合作 期間限定特色商品 與人氣潮流品牌,聯名合作推出限量商品。 讓消化餅不只滿足你的味蕾,透過聯名商品帶出「小滿足」的時尚潮流 限量保溫杯、隨手杯 限量後背包
限量手機背蓋
23.
實體活動 一日快閃咖啡館、一日快閃茶坊 忙碌一整天天,偷個閒喝一杯咖啡, 配上兩片麥維他消化餅。 就算有些不如意, 休息15分鐘,為自己加加油、打打氣, 給自己的心一點小滿足,就能繼續堅持下去。 小開心下午茶套餐: 一杯咖啡、兩片消化餅 +專屬鼓勵小卡 串聯FB打卡活動+指定#hashtag 粉絲拍照上傳分享自己的小滿足
24.
實體活動 一日咖啡館、茶坊 × 一日店長 有時候,開心是來自一點小驚喜。 在快閃咖啡館、茶坊, 巡迴期間安排神秘一日店長, 給每位尋找小滿足的朋友,遇見驚喜。 當然, 那天買「小滿足下午茶套餐」的朋友, 有機會獲得來自店長的加油小鼓勵! (獨一無二加油便利貼
or 店長私藏小禮 or 店長愛的抱抱…等) 媒體新聞發稿、藝人FB直播、 串連麥維他FB粉絲專屬網路活動
25.
網路口碑建置 透過素人開箱分享於人氣論壇,帶動自然網友討論聲量, 並加入回應與討論,以蓋大樓方式建立優質討論串。 食譜文 請益文 開箱文
26.
網路口碑建置 透過素人開箱分享於人氣論壇,帶動自然網友討論聲量, 並加入回應與討論,以蓋大樓方式建立優質討論串。 食譜文 請益文 開箱文
27.
區分 品牌類型 專業論壇 大型熱門 綜合論壇 旅 遊 類 美妝 時尚 類 科 技 類 房 產 類 論壇類型比例與議題量身訂做 親 子 類 網路公關口碑行銷
28.
KOL 產品體驗、分享 部落客人選可依實際執行 需求再進行討論
29.
食譜募集 料理平台企劃 參考連結:https://blog.icook.tw/posts/92390
30.
料理平台企劃 影音食譜 畫面可以拍攝到商品重點 可置入品牌、產品關鍵字
31.
平台露出 粉絲專頁推播 品牌粉絲專頁推播 料理平台企劃
32.
圖文食譜置入,可於文案帶 出商品優勢、照片商品露出 料理平台企劃
33.
愛料理網站流量、排名 料理平台企劃
34.
愛料理網站首頁、愛料理生活誌、愛料理食譜內頁 愛料理PC版位 料理平台企劃
35.
愛料理Mobile Web、App版位 手機蓋版廣告、手機內頁刊頭、愛料理APP黃金橫幅 料理平台企劃
36.
Thank You