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Roseonly case study
The document outlines a content strategy plan for a company called RoseOnly. It discusses the company's history and concept of only sending roses to one person. It analyzes the target audience and major competitors. The business objectives are to increase brand awareness and sales. The content strategy aims to achieve awareness, evaluation, action, and advocacy across channels like Weibo and WeChat. It includes a content map and deployment plan to implement the strategy throughout 2014.
Roseonly case study
- 1. RoseOnly BY: Claire, Firefly,Grace Saron, Yao Yao, Zoe
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- 7. 2014-4-20 D. Target Audience •Y F • W • S • L
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- 9. 2014-4-20 E. Persona1 Age: 32 Occupation:Financial Analyst Location: Beijing Situation: in a relationship About Jerry:
- 10. 2014-4-20 E. Persona 2 Age:29 Occupation: Model Location: ShangHai Situation: In Relationship About Fiona:
- 11. 2014-4-20 E. Persona 3 Age:35 Occupation: CEO of a media company Location: Shanghai Situation: Married About Eric:
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- 13. F. Major Competitors RoseonlyThe Beast Summer Forever Price 269-1520RMB 230-8130RMB 330-5860RMB Products Flowers, Preserved Flesh Flower, Chocolates, Scarf, Flowers, Preserved Flesh Flowers, Accessories， Household Goods Flowers, Preserved Flesh Flowers(永生花) Service Distributed by handsome model with Mini Cooper Customized flowers with stories Customized flowers with stories (limited in Beijing) Target Audience Lovers Young people interested in artistic design and Vintage style Young people interested in artistic design and Vintage style (小清新) Selling Channels Online shop Tmall Wechat Physical shops (Beijing & Shanghai ) Online shop Wechat Physical shops (Beijing & Shanghai ) Online shop
- 14. F. Major Competitors RoseonlyThe Beast Summer Forever Advantage • High quality roses • More products for lovers • Celebrities exposure • Weibo performance (620,000 fans) • Combine flower design with customer's story • Selling a lifestyle • Offline performance • Weibo performance (570,000 fans) • Artistic product • Photography Disadvantage • Lack of good content on Weibo and Wechat • Over PS the photo • Relatively high price • Website design • Fresh flower distribution limit • Limited channels
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- 23. Content Strategy Awareness EvaluationAction Advocate
- 24. Content Map Awareness EvaluationAction Advocate Brand and Product introduction, KOL,Campaign Product Advantage Product promotion Engagement: UGC Channel: Weibo , Wechat, Instagram, Pintersest, Official Website Channel: Weibo, Search engine Channel: Weibo, Wechat, Instagram, Pinterest, Official Website Channel: Weibo, Instagram Display banner ads Recommendations and ratings Campaign (Combined with festivals and special days) Preserved Tips Channel: Websites Channel: 知乎，百度知道 Channel: Weibo, Wechat, Instagram, Pinterest, Official Website, eDM eDM
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- 51. Content Strategy Awareness EvaluationAction Advocate
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