The promotion plan aims to raise awareness, enhance preference, and build loyalty for Weetabix cereal through the musical Tiny Times. The strategy includes 30% print, 50% digital, and 20% social media promotions. On social media, the plan partners with key opinion leaders and food websites to start conversations and increase influence. In print, magazines and newspapers will publish reports on healthy lifestyles and behind-the-scenes features of Tiny Times. Celebrities will help promote healthy eating habits online. The overall goal is to increase brand awareness, promote a healthy lifestyle, and strengthen customer relationships.

1. Promotion Plan
2015
Presented By iVENT GOURP
Behind-the-scenes
of the Musical
Tiny Times

2. O
B
J
E
C
T
I
V
E
S
Raise Awareness
Enhance Preference
Build Loyalty
• Create conversations through the blockbuster Tiny
Times
• Increase brand awareness among the public,
especially the target audience
• Promote healthy lifestyle
• Invite celebrities to send out positive energy
to the public
• Drive the internal need of the audience to know
more about the brand and its products• Establish and maintain the relationship with
customers
• Strengthen the influence and penetration of the
brand among the public through word-of-mouth

3. STRATEGY Print 30%
Digital 50%
SNS 20%

4. Digital
Print
SNS
SNS
1. Hot Weibo Accounts on Food
Format：promotion + sampling
Purpose：raise awareness
Percentage：20%
2. KOL
Format：influencers + gifting
Purpose：increase influence and preference
Percentage：30%
3. Portal Sites and Food Websites
Format：reposts
Purpose：conversation communications
Percentage：40%
4. Official Weibo and WeChat Account
Format：sync product information and brand activities
Purpose：official source of information
Percentage：10%

5. Digital
Print
SNS
1. Cooperate with 1-2 lifestyle magazines, create conversations about healthy breakfast and in-depth report about
the products
2. Invite 1-2 fashion media to cover the story of Tiny Times
3. Have 1-2 gourmet media cover the products

6. Digital Print
SNS
Create in-depth reports on social media platforms that are popular among young women

7. Fashion
Key
1. A new start with the
tasty cereals
2. Disclose the
manufacturing
process of Weetabix
Key
1. Behind-the-
scenes with
celebrities
2. The new cereals
3. The first thing
KOL does in the
morning
Key
1. Weetabix in the
office
2. Eat for a healthy life
3. Healthy tips from
KOL
Lifestyle Gourmet
perspectives
PERSPECTIVES

8. Personal Cooperation
KOL that is focused on lifestyle
and fashion
Digital：Weibo or WeChat of Bao
Gong Zi
HIGHLIGHTS
In-depth Cooperation
Media that interact one-on-one
with the audience
Digital：Weibo and WeChat
account of Restaurant Review
Print：Restaurant Review
Press Release Coverage
Print：Metro Express, Metro
Digital：around 10 portal sites and
websites on fashion, lifestyle and
gourmet.

9. Alias：Bao Gong Zi Jie Er
Fashion blogger, designer
http://baobao9012.blog.sohu.com
Followers on Weibo：19,9163
Followers on WeChat：2,000
Track Record： Levis, Phillips, Lancome, YSL, Ninewest,
Hush Puppies, L’Oreal, Mayballine, Guerlain, Converse,
Calvin Klein, Omega, Nike, Michael Kors, Cartier, etc,.
Weibo or WeChat:
Theme：Morning Matters the Most
Format：photo shooting + breakfast setting
Content：Products and the preview of T-Mall
online store launching in the latter part of this
year
Personal Cooperation

10. Weibo Account: Restaurant Review
The Weibo account of the first restaurant
review magazine in China
Follower：59,203
Weibo:
Theme：Healthy lives of celebrities
Format：Behind-the-scenes pictures + news clips
Content：Behind-the-scenes pictures of Tiny Times,
disclose the healthy lives of celebrities, create conversations
on healthy breakfast, chances to win the star breakfast
when they tag their friends and Weetabix, and inform them
of the news of T-Mall online store opening
In-Depth Cooperation

11. WeChat:
Theme：Healthy lives of celebrities
Format：Behind-the-scenes pictures + news clips
Content：Content：Behind-the-scenes pictures of
Tiny Times, disclose the healthy lives of celebrities,
create conversations on healthy breakfast, chances
to win the star breakfast when they tag their friends
and Weetabix, and inform them of the news of T-
Mall online store opening
Platform：notifications in certain columns
Personal CooperationIn-Depth Cooperation

12. Magazine:
Theme: behind-the-scenes
Format：pictures of products and press releases
Cover：1/2P~1P
In-Depth Cooperation

13. City Type No. China English Format Circulation Category Remark
1 i时代报 I Times Daily 650000 Lifestyle
2 地铁快线 Metro Weekly Weekly 400000 Lifestyle
3 橄榄餐厅评论 restaurant review Monthly 850000 FOOD
4 女友 LOVE Monthly 1250000 Fashion
5 新浪网 Sina.com Daily N/A Lifestyle
6 网易 163.com Daily N/A Lifestyle
7 搜狐 sohu Daily N/A Lifestyle
8 风行网 Funshion.com Daily N/A Lifestyle
9 米娜时尚网 mina.com.cn Daily N/A Fashion
10 太平洋时尚网 PCLADY Daily N/A Fashion
11 女人志 Onlylady Daily N/A Fashion
12 美食天下 meishichina.com Daily N/A FOOD
13 央视网食品 foodcctv.com Daily N/A FOOD
14 中华美食网 zhms.cn Daily N/A FOOD
15 天涯社区 bbs.tianya.cn Daily N/A Lifestyle
16 西嗣胡同 xici.net Daily N/A Lifestyle
SNS(2)
SH(15)
2015 WEETABIX 小时代音乐剧后台的那些事 公关推广名单
Magazine（2）
Newspaper（1） 2选1
Web(10)
Media List

14. Budget