PCC 舒肤佳SFGOLAY_Ecom_OND_PLAN电商营销方案.pptxVIP

日期：2016/7/11 部门：蓝标电商华北二部 方案名称：PCC E-com OND Plan 版本：v4 OND Communication Trust Safeguard to protect you and your family during Flu Season Communication Objective Gain consumers ’trust and convince them to try SFG in Flu season Building a linkage between Flu Prevention and SFG SFG Key Selling Point How to make SFG’s Protection more Tangible and memorable to consumers? CORE IDEA CORE IDEA Consumers have deep impression on SFG’s blue shield-like logo visuals. Shield reminds consumers of germs prevention fully protection. Building a linkage between Flu Prevention and SFG. Defense germs by Blue Shield No need to Worry in Flu Season OND EC Calendar Core Idea 蓝盾守护 无菌冬季 Blue shield defense germs, No Fear of Flu in winter KV Demo mechanism TMALL exclusive livestream of TFBOYS on GHD meeting Free gift for Consumption over ¥59 Free gift for any consumption Coupon PCC products (100ml*3 BW) Co-op brand products (Crest or headshoulders) Oct. Nov. - Dec. Oct. KV Demo (1) Blue shield communicate Oct. KV Demo (2) Blue shield Winter season communicate Oct. KV Demo (3) Blue shield TFBOYS GHD meeting communicate Oct. EC Campaign Mechanism(Buy Get) Long lasting protection of Blue shield helps you stay safe in flu season 蓝盾长“手”护 无忧流感季 Campaign Theme Shopper : Buy get trial size hand washing container with any LHS purchase Consumer can get tips on Flu and handwashing with a simple scan Fans: Online interaction with TFBOYS during livestream Get coupon free samples during livestream Activity TMALL Exclusive livestream of TFBOYS on GHD TMALL livestreamc Buy get gift TMALL Exclusive livestream of TFBOYS fan meeting on GHD Cooperation with TMALL brings SFG with: Drive brand trial offtake directly via fans normal visitors TMALL Exclusive livestream TMALL livestream Cases Tmall livestream to translate“watching”to “buying” New product release livestream on Tmall 40，000 users online simultaneously Maybelline sold 10,000 lipstick in 2 hours through TMALL livestream TMALL