Case study for educational purpose only

1. PERSO

3. ¨Ø´à´‹¹¢Í§áºÃ¹´
• â´´à´‹¹·ÕèÃкº AI ·ÕèÊÒÁÒö ÇÔà¤ÃÒÐˏ
ÊÀÒ¾¼ÔÇ
• ÊÒÁÒö customize ä´ŒµÒÁµŒÍ§¡ÒÃ
• »ÃѺµÒÁ ÊÀÒ¾¼ÔÇ à©´ÊբͧᵋÅкؤ¤Å
• ª‹ÇÂãËŒ»ÃÐËÂÑ´à§Ô¹ »ÃÐËÂÑ´¾×é¹·Õ躹ⵍÐà¤Ã×èͧÊÓÍÒ§

5. • ÅÙ¡¤ŒÒµŒÍ§¡ÒÃä»à»´µÅÒ´·Õè »ÃÐà·È¨Õ¹
• µŒÍ§¡Òà ·ÓÇÔ´ÕâÍ AD
• ໇ÒËÁÒÂà¾×è͵ŒÍ§¡Òà ÊÌҧ Awareness
• ÊÌҧAwareness¼‹Ò¹ª‹Í§·Ò§ online ໚¹ËÅÑ¡
• Budget 15 ŌҹºÒ·
• Mood&Tone: ໚¹ÁԵà ÊÐÍÒ´ Ê×èͶ֧ ¤ÇÒÁäÎà·¤¢Í§ÊÔ¹¤ŒÒ
• Target: ¼ÙŒË­Ô§ ÃдѺ upper middle class
• Achetype : Everyman , Explorer
ÊÃØ»ºÃÕ¿

6. »ÃÐà·È·ÕèÅÙ¡¤ŒÒàÅ×Í¡
¨Õ¹¤×ͪҵÔÁËÒÍÓ¹Ò¨·Ò§ àÈÃÉ°¡Ô¨ãË­‹·ÕèÊØ´Íѹ´Ñº 2
¢Í§âÅ¡ áÅÐ »ÃÐà·È¨Õ¹¾Ñ²¹Òä»ÁÒ¡
ã¹·Ø¡´ŒÒ¹áÅШÐÂѧ໚¹µÅÒ´·ÕèÁÕʋǹẋ§ãË­‹·ÕèÊØ´ã¹âÅ¡
»˜¨¨ØºÑ¹áÅÐ͹Ҥµµ‹Í¨Ò¡¹Õéä»ÍÕ¡ËÅÒÂÊÔº»‚
·Ñé§ã¹á§‹¢Í§ÊÔ¹¤ŒÒ»ÃÔÁÒ³áÅФسÀÒ¾ ¨Õ¹à»š¹µÅÒ´·ÕèãË­‹
ÁÒ¡ã¹àÍàªÕ ÁÕ»ÃЪҡÃáÅСÓÅѧ«×éÍ·ÕèÊÙ§

7. ໚¹¤¹¨Õ¹ÃØ‹¹ãËÁ‹·ÕèàµÔºâµã¹Âؤ´Ô¨Ô·ÑÅ ÁÕÍÒÂصÑé§áµ‹ 25-40
â´ÂʋǹãË­‹ÍÂÙ‹ã¹àÁ×ͧàÈÃÉ°¡Ô¨¢Í§¨Õ¹
ü ¼ÙŒºÃÔâÀ¤ÂؤãËÁ‹ªÍº¤ÇÒÁ¾ÃÕàÁÕèÂÁ ¡ÅØ‹ÁÇÑÂÃØ‹¹ÁÕ¡ÓÅѧ«×éÍÊÙ§ÁÒ¡
ü ´ŒÇ¤ÇÒÁ·ÕèÍÂÙ‹ã¹àÁ×ͧãË­‹¨Ö§ÁÕ¤ÇÒÁ໚¹ Globalization áÅÐ
Urbanization ·ÓãËŒÁÕäÅ¿ŠÊäµÅàª‹¹à´ÕÂǡѺ¤¹ÃØ‹¹ãËÁ‹ã¹ÁËÒ¹¤ÃãË­‹¢Í§âÅ¡
ü ໚¹¹Ñ¡ªŒÍ»·Õè©ÅÒ´ ¤Œ¹ËÒ¢ŒÍÁÙÅ·Ò§ÍÔ¹à·ÍÏà¹çµ
ü µŒÍ§¡ÒÃáÊ´§Ê¶Ò¹Ð¢Í§µ¹àͧã¹Êѧ¤Á
“Young Affluent”
ÁÒÃÙŒ¨Ñ¡¡ÅØ‹Á໇ÒËÁÒÂ

8. personal
NAME: 美琪 àËÁ‹Â ©Õ (¨Õ¨Õé)
AGE : 26
STATUS : âÊ´
LOCATION: »˜¡¡Ôè§
OPPUPATION: ¾¹Ñ¡§Ò¹ºÃÔÉÑ·àÍ¡ª¹
ARCHETYPE : EVERY MAN, EXPLORER
ÁÑè¹ã¨ã¹µÑÇàͧ ªÍºà¢ŒÒÊѧ¤Á
ࢌÒä´Œ¡Ñº·Ø¡¤¹
ABOUT
໚¹¤¹Ã‹ÒàÃÔ§
ªÍºà¢ŒÒÊѧ¤Á
ແ´¡ÇŒÒ§´ŒÒ¹¤ÇÒÁ¤Ô´
¢Âѹʹ·¹
PERSONALITY
ÁÕ˹ŒÒ·Õè¡Òçҹ·Õè´ÕáÅÐ
¡ŒÒÇ˹ŒÒ
ÁÕà§Ô¹à¡çºà»š¹¨Ó¹Ç¹ÁÒ¡
¤Ãͺ¤ÃÑÇʺÒÂäÁ‹ÅÓºÒ¡
GOALS
Social Networks
Mobile Apps
IT and Internet
TECHNOLOGY:
¨Õ¨Õé໚¹¾¹Ñ¡§Ò¹ºÃÔÉÑ·àÍ¡ª¹áË‹§¹Ö§ã¹Á³·Å
»˜¡¡Ôè§ ã¹·Ø¡àªŒÒ¢Í§¡Ò÷ӧҹà¸ÍµŒÍ§µ×è¹àªŒÒ
ÁÒ¡à¾ÃÒÐà¸ÍÃٌNjÒà¸ÍµŒÍ§à¼×èÍàÇÅÒ㹡ÒÃ
ᵋ§Ë¹ŒÒ áÅСÒÃ༪ԭ¡ÑºÃ¶·ÕèµÔ´ã¹µÑÇàÁ×ͧ
໚¹¤¹¢Âѹ·Ó§Ò¹ªÍºàÃÕ¹ÃÙŒÊÔè§ãËÁ‹áÅÐແ´ÃѺ
¡ÒÃàÃÕ¹ÃÙŒ¨Ò¡¤¹ÃͺµÑÇà¸ÍªÍºà¢ŒÒÊѧ¤Á
ࢌÒä´Œ¡Ñº·Ø¡¤¹ à¸ÍÁØ‹§ÁÑè¹·Õè¨ÐÁÕ˹ŒÒ·Õè¡Òçҹ
·Õè´Õà¾×èͤÃͺ¤ÃÑǢͧà¸Í
BIO

9. CONSUMER JOURNEY
¨Õ¨Õ鵌ͧ¡ÒÃà¤Ã×èͧÊÓÍÒ§
áÅйÇѵ¡ÃÃÁãËÁ‹æ
·Õè·ÓãËŒ¡ÒÃᵋ§Ë¹ŒÒ¢Í§
à¸Í໚¹àÃ×èͧ§‹Ò¢Öé¹
à¸ÍÅͧ¤Œ¹ËÒ à¤Ã×èͧÊÓÍÒ§
äÎà·¤ ã¹ Baidu áÅÐ à¨Í
à¤Ã×èͧ perso ÃÙŒÊ֡ʹã¨
¨Õ¨ÕéËÒÍ‹Ò¹ÃÕÇÔÇã¹ weibo
áÅÐ xiohongshu

10. CONSUMER JOURNEY
¨Õ¨ÕéàÃÔèÁà»ÃÕºà·ÕºÃÒ¤Ò¼‹Ò¹
àÇçºä«µËÅÑ¡¢Í§loreal
¡Ñº àÇ红Ò¢ͧµ‹Ò§æ ઋ¹
alibaba,tmall,dangdang
Ç‹Ò෋ҡѹËÃ×ÍäËÁ
ÁÕ˹ŒÒÌҹ·Õèä˹ºŒÒ§
¨Õ¨ÕéµÑ´ÊÔ¹ã¨ÊÑ觫ÔéÍÊÔ¹¤ŒÒ
àÁ×èÍä´ŒÃѺÊÔ¹¤ŒÒáÅÐÅͧ㪌
¨Õ¨Õé»ÃзѺã¨ÁÒ¡
¨Õ¨Õé¨Ö§ÃÕÇÔÇà¤Ã×èͧ
perso ŧã¹
xiohongshu

11. µ×蹹͹µÕ 5:30 ËÂÔºâ·ÃÈѾ· à¾×èÍ
àªç¤¢‹ÒÇÊÒèҡàÇçºä«µ Weibo
¨Ò¡¹Ñé¹ÍÒº¹éÓ áµ‹§Ë¹ŒÒ ᵋ§µÑÇ
à´Ô¹·Ò§ä»·Ó§Ò¹â´Âö俿‡Ò㵌´Ô¹
¢³Ð¡ÒÃà´Ô¹·Ò§ä»·Ó§Ò¹¨Õ¨ÕéÁÕ¡ÒÃ
àÅ‹¹â«àªÕèÂŵ‹Ò§æ
àÁ×èͶ֧ºÃÔÉÑ·àÇÅÒ»ÃÐÁÒ³ 8
âÁ§ à¸Í«×éͧ͢ÌҹÊдǡ«×éÍ
à¾×èÍ¡Ô¹ã¹Á×éÍઌҡ‹Í¹à¢ŒÒ
·Ó§Ò¹ã¹àÇÅÒ 8.30 ¹.
¾Ñ¡à·Õ觷ҹ¢ŒÒÇ ¾ÃŒÍÁ
¹Ñ觴ÙàÃ×èͧÃÒǵ‹Ò§æ¢Í§
¼ÙŒ¤¹ã¹á; Douyin
à´Ô¹·Ò§¡ÅѺºŒÒ¹´ŒÇÂö俿‡Ò㵌
´Ô¹ÃÐËÇ‹Ò§·Õè¹Ñè§Ã¶ä¿¢Ò¡ÅѺà¸Í¡ç´Ù
â·ÃÈÑ·¾¼‹Ò¹á;µ‹Ò§æ Baidu
Weibo áÅÐ Douyin ä»àÃ×èÍÂ
µÅÍ´·Ò§
àÁ×èͶ֧ºŒÒ¹¡ç ÍÒº¹éÓ ·ÓÍÒËÒÃ
ÊÓËÃѺÁ×éÍàÂç¹
·Ò¹Á×éÍàÂç¹
¹Ñ觴٫ÕèÃÕè㹠youku
àªç¤ e-mail ·Ó§Ò¹
¡‹Í¹¹Í¹
àÅ‹¹ â«àªÕèÂÅ µ‹Ò§æ
º¹àµÕ§¡‹Í¹¹Í¹
ࢌҹ͹
A
day
in
a
life
5:30
7:30
8:00
12:00
17:00
17:30 18:40
19:30
21:00
22:00

12. BRAND COMMUNICATION
BRAND COMMUNICATION IDEA
“Success Has No gender”

13. ·ÕèÁҢͧ IDEA
㹨չÁÕ¤ÇÒÁàÅ×èÍÁÅéÓã¹´ŒÒ¹à¾ÈÊÙ§
¤¹¨Õ¹ãËŒ¤ÇÒÁÊӤѭ¡Ñº¼ÙŒªÒÂÁÒ¡
äÁ‹Ç‹Ò¤Ãͺ¤ÃÑÇä˹¡çÍÂÒ¡ä´ŒÅÙ¡ªÒÂ
à¹×èͧÁÒ¨Ò¡ ¼ÙŒªÒÂÁÕ˹ŒÒ·Õè¡Òçҹ·Õè
ãË­‹âµä´ŒÁÒ¡¡Ç‹Ò¼ÙŒË­Ô§ á¢ç§áç
¡Ç‹Ò ÊÒÁÒöàÅÕ駴پ‹ÍáÁ‹µÍ¹á¡‹
ಋÒä´Œ áÅÐ ·ÕèÊӤѭ¤×Í à»š¹¼ÙŒÊ׺
Ê¡ØŢͧ¤Ãͺ¤ÃÑÇ

14. Perso ¨Ö§¢Í໚¹µÑÇá·¹¢Í§¼ÙŒË­Ô§·Ø¡¤¹ ·Õè¨Ð·ÓãËŒ¼ÙŒË­Ô§
¡ÅŒÒáÊ´§ÍÍ¡ ¡ÅŒÒ·Õè¨Ð·ÓµÒÁ¤ÇÒÁ½˜¹¢Í§µÑÇàͧ à¾ÃÒÐàÃÒãËŒ
¤ÇÒÁÁÑè¹ã¨á¡‹¼ÙŒË­Ô§·Ø¡¤¹ àÃÒàª×èÍÇ‹Ò¤ÇÒÁÁÑè¹ã¨ÊÌҧ¤ÇÒÁÊÓàÃç¨
ä´Œ Í‹ÒãËŒà¾ÈÁÒ໚¹¢ŒÍ¨Ó¡Ñ´¢Í§¤ÇÒÁÊÓàÃç¨
“Success Has No gender”

15. ¨Ñ´·Ó content video

16. àÅ‹Ò¼‹Ò¹ 3 µÑÇÅФà 3 à˵ءÒó à˵ءÒóàÅ‹ÒÇ‹Ò µÑÇÅФÃÁÕ¤ÇÒÁäÁ‹¡ÅŒÒáÊ´§ÍÍ¡ ÁÕ¤ÇÒÁäÁ‹ÁÑè¹ã¨ áÅÐÊØ´·ŒÒ¡ç
µÑ´ÊԹ㨷Õè¨Ð¡ÅŒÒáÊ´§ÍÍ¡¼‹Ò¹¡ÒÃᵋ§Ë¹ŒÒáÅÐÁÑè¹ã¨´ŒÇµÑÇProduct Perso µÑÇÅФÃáá ¤×Í Ë‹§ÍÕé ÍÂÒ¡ÁÕáº
ù´àÊ×éͼŒÒᵋäÁ‹ÁÕà§Ô¹·Ø¹¨Ðແ´ÃŒÒ¹ ÊØ´·ŒÒ ᵋ§Ë¹ŒÒÊÇÂÁÑè¹ã¨ä»äÅ¿Š¢ÒÂã¹ Yishibo Live µÑÇÅФ÷ÕèÊͧ ÍÇÕé ࿁›§
໚¹¾¹Ñ¡§Ò¹ºÃÔÉÑ· ÁÕ¤ÇÒÁ¡Ñ§ÇÅÃÐËÇ‹Ò§¾ÃÕà«ç¹·§Ò¹ãËŒËÑÇ˹ŒÒ¿˜§ ᵋµÍ¹¾ÃÕà«ç¹··Óä´Œ´ÕËÑÇ˹ŒÒª×蹪ͺൎÍà¨Ô¹ ໚¹
áÁ‹ºŒÒ¹ ·Ó§Ò¹ºŒÒ¹àÅÕé§ÅÙ¡ãËŒÊÒÁÕ ·Ø¡æ¤ÃÑé§ã¹Çѹ¤Ãͺ¤ÃÑÇ ¹Ñ觡Թ¢ŒÒÇ໚¹¤Ãͺ¤ÃÑÇãË­‹ à¸Í¨ÐäÁ‹¤‹Í¶١ªÁàËÁ×͹
ÅÙ¡ÊÐãÀŒ¤¹Í×è¹ áµ‹àÁ×èÍÁÒ¾º¡Ñ¹ã¹Çѹ¤Ãͺ¤ÃÑÇÍÕ¡¤ÃÑé§ ·Ø¡¤¹µ¡µÅÖ§áÅÐࢌÒÁÒËÒ à¸ÍªÁà¸Íà¾ÃÒдٴÕÁÕ¤ÇÒÁÊÇÂ
ÁÑè¹ã¨
Synopsis

18. OWNED MEDIA

19. We chat
official

20. - ÂÔ§ AD ã¹ xiaohongshu
- Search engine Baidu
- Boost Post Weibo
- ÂÔ§ Ads Weibo
- ÂÔ§ Ads XiaohongShu
- ¨ŒÒ§ OPL (opinion leader) ¼‹Ò¹ª‹Í§·Ò§µ‹Ò§æ
PAID MEDIA

21. Search
engine Baidu

22. Boost
Post
Weibo

23. ÂÔ§ AD ã¹
xiaohongshu

24. OPL
opinion
Leader
Live ã¹ xiaohongshuAustin

25. OPL
opinion
Leader
BeBe online Live ã¹ Yishibo Live

26. Xiaozhujiejiezz (⼩猪姐姐zz)
WEIBO & xiaohongshu
OPL
opinion
Leader

27. Lisa’s Beauty Blog (Lisa的美妆⽇记)
WEIBO & xiaohongshu
OPL
opinion
Leader

28. douyin
OPL
opinion
Leader
WoJu ShiShi

29. OPL
opinion
Leader
Maomama

30. lafu OPL
opinion
Leader

31. EARNED MEDIA
-¤¹·ÕèáªÃ ÇÔ´ÕâÍËÃ×Íâ¾Êµã¹ weibo
-¤¹·Õè㪌ÊÔ¹¤ŒÒàÃÒáŌǹÓä»ÃÕÇÔÇã¹ xiaohongshu
-¤¹·Õè´Ùà͵¤ÅÔ» ËÃ×ÍáªÃÇÔ´Õâͨҡ Douyin

32. Co-branding
ËÇÁÁ×͡Ѻ LOUIS VUITTON áºÃ¹´´Ñ§
ÊÑ­ªÒµÔ½ÃÑè§àÈÊ ¼ÙŒà»š¹¨ŒÒ¢Í§ÅÇ´ÅÒÂ
âÁâ¹á¡ÃÁÍѹ໚¹àÍ¡Åѡɳ â´Â¹ÓÅÇ´ÅÒÂÍѹ
àÍ¡Åѡɳ¹ÕéÁÒÊÌҧÅÇ´ÅÒºÃÔàdzµÅѺ½Ò
¢Í§ Perso ·ÕèÊÒÁÒö¶Í´¾¡¾Ò à¾×èÍ໚¹¡ÒÃ
à¾ÔèÁÁÙŤ‹ÒãËŒ¡ÑºÊÔ¹¤ŒÒ áÅÐÊÌҧ¤ÇÒÁâ´´à´‹¹
ãËŒ¡Ñº¼ÙŒãªŒ§Ò¹àÁ×è;¡¾ÒµÅѺÍÍ¡ä»ãªŒ¢ŒÒ§¹Í¡

33. ʋǹ¢Í§µÅѺ·ÕèÊÒÁÒö¶Í´
ÍÍ¡à¾×è;¡¾Ò仢ŒÒ§¹Í¡ä´Œ

34. CSR : corporate social responsibility
·Õ輋ҹÁÒ¹Ñé¹ Loreal ·Ø‹Á§ºã¹¡ÒÃÇԨѾѲ¹Ò¡ÒÃÊѧà¤ÃÒÐˏ
à¹×éÍàÂ×èÍà·ÕÂÁÁÒ㪌㹡Ò÷´Êͺà¤Ã×èͧÊÓÍÒ§ á·¹¡Ò÷´Åͧã¹
ÊѵǏ Loreal ¹Ñé¹ËÇÑ§Ç‹Ò ¡ÒÃÊѧà¤ÃÒÐˏà¹×éÍàÂ×èÍ㹡ÒÃÇԨѹÑ鹨Ð
ª‹ÇÂÅ´¤ÇÒÁâ˴ÌҨҡ¡Ò÷ӸØáԨà¤Ã×èͧÊÓÍÒ§
ã¹»ÃÐà·È¨Õ¹ ·Õè¡®ËÁÒ¢ͧ¨Õ¹¡Ó˹´änjNjÒ
¨ÐµŒÍ§¼‹Ò¹¡Ò÷´Åͧ¡ÑºÊѵǏ㹢ºÇ¹¡ÒÃÊØ´·ŒÒÂ

35. ÃÒÂä´Œ¡ÒâÒÂà¤Ã×èͧperso¨Ò¡ª‹Í§·Ò§Í͹䬏·Ñé§ËÁ´
¨ÐËÑ¡5% à¾×èÍËÇÁʹѺʹع¡Òê‹ÇÂàËÅ×ÍÊѵǏ·Õè¶Ù¡ãªŒã¹¡Ò÷´Åͧ
ãËŒ¡Ñºâ¤Ã§¡Òà Cruelty Free international
à¾×èÍ໚¹¡Òõ͡ÂéÓ㹡ÒÃ໚¹¡ÒÃ໚¹áºÃ¹´à¤Ã×èͧÊÓÍÒ§·Õè໚¹ Cruelty free
CSR : corporate social responsibility

36. Sponsorship
Viva La Romance
໚¹ÃÒ¡Ò÷Õèä´ŒÃѺ¤ÇÒÁ¹ÔÂÁÍ‹ҧÁÒ¡
㹨չ ã¹áµ‹ÅÐÍҷԵᢡÃѺàªÔ­ ઋ¹
Í´ÒÃҴѧ¢Í§¨Õ¹ ÁÒËÇÁແ´à¼Âà¤Åç´
ÅѺªÕÇÔµ¤Ù‹Ç‹Ò·ÓÂѧ䧶֧䴌ÁÕªÕÇÔµÃÑ¡ËÇÒ¹
ª×è¹¢¹Ò´¹Õé!?!? ໚¹·Õè¶Ù¡¾Ù´¶Ö§ã¹
weibo ¨Õ¹·Ø¡ÊÑ»´ÒˏàÅ´ŒÇÂ

37. á¾Åµ¿ÍÏÁÂÍ´¹ÔÂÁ㹨չ
ä´ŒÃѺ¤ÇÒÁ¹ÔÂÁáÅÐä´ŒÃѺ
¤ÇÒÁÊÓàÃç¨à»š¹Í‹ҧÁÒ¡
Douyin
Sponsorship

38. CRM
CRM ãËŒ¡ÓÅѧã¨ËÃ×ÍÊÌҧáç¼ÅÑ¡´Ñ¹ãˌᡋ¼ÙŒ«×éÍâ´ÂàÃÒ¨ÐÊÅÑ¡¤ÓÇ‹Ò
“Success has no gender” áÅеÒÁ´ŒÇª×èͧ͢¼ÙŒ«×éÍઋ¹
Success has no gender “Jeje”

39. ÊÃØ»¤‹Ò
BUDGET
ÃÒ¡Òà ÃÒ¤Ò (ºÒ·)
Search engine Baidu 2,000,000
Boost Post Weibo 2,000,000
ÂÔ§ Ads Weibo 1,000,000
ÂÔ§ Ads XialhongShu 1,000,000
OPL 2,000,000
Sponsorship 4,000,000
Production 1,500,000
ÃÇÁ 13,500,000
Agency fee 3% 405,000
Vat 7% 973,350
Total ·Ñé§ËÁ´ 14,878,350 Bath

40. รายชื่อสมาชิก
sect 3011
¹Ò¾ԾѲ¹ ¢¨Ãà¡ÕÂõԾѲ¹Ò 1600300642 àÅ¢·Õè 4
¹Ò ÊÔÃÀ¾ ¡ØÅ¢¨Ã¾Ñ¹¸Ø 1600301020 àÅ¢·Õè 7
¹.Ê. Ãѵ¹Ò ÇÔÈǸÕÃÒ¹¹· 1600301152 àÅ¢·Õè 8
¹Ò »¯ÔÁÒ ÍÔèÁ´Õ 1600301319 àÅ¢·Õè 10
¹Ò ¸ÕÃà´ª á͹à´ÍÏૹ 1600396151 àÅ¢·Õè 25