午啪啪夜福利无码亚洲,亚洲欧美suv精品,欧洲尺码日本尺码专线美国,老狼影院成年女人大片

1、Created in Master PDF Editor-Demo VersionLipton 2017 Social Campaign PlanBY GENUDITECreated in Master PDF Editor-Demo VersionBrief RecapMarketing Objective:Drive penetrationSocial Objectives:Young Possibility Embracer Make Lipton Tea As Their Cup Of Choice Provoking consumers to have experimental ex2、perienceand find out what is really matters for themBrand ImageWe do a survey*for Lipton brand image and found some problems*Sample Description,400 different age and geographical consumers,18 to 35 years old,living in 15different cities of CG1-CG4 Cities.Created in Master PDF Editor-Demo VersionBran3、d Image76.2%成熟老干部形象Created in Master PDF Editor-Demo VersionBrand Image88.7%商超&零售茶水間會議室酒店乏味、想不起來Created in Master PDF Editor-Demo VersionBrand Image92.7%年輕人厭煩說教Created in Master PDF Editor-Demo VersionHave fun togetherCreated in Master PDF Editor-Demo VersionBefore awakening the young,let s wake Lip4、ton first！Created in Master PDF Editor-Demo VersionTake a lookCreated in Master PDF Editor-Demo VersionProduct truth？Human truthSocial truthCreated in Master PDF Editor-Demo VersionPRODUCT TRUTHCreated in Master PDF Editor-Demo VersionProduct TruthIts a product truth:Where coffee fuels busy,Tea insp5、ires better.Powered by natural tea,sunshine and positivity,Lipton teasrevitalize and awaken you to fully experience the world aroundus.Created in Master PDF Editor-Demo VersionProduct TruthProduct TruthA revitalizinguplift for bodyand mindLipton encourages people to engage with others and the worlda6、round them in a thoughtful,playful wayCreated in Master PDF Editor-Demo VersionHUMAN TRUTHCreated in Master PDF Editor-Demo VersionHuman TruthTA：18-35Im always looking for ideas to improve my homeI like to pursue a life of challenge&changeMy interests and hobbies are very wide-rangingI like to try o7、ut new food productsI like to try new drinksI tried to go somewhere different on every holidayIt is important to learn new things continuouslyCreated in Master PDF Editor-Demo VersionFor me the home is the heart of the habitat,at home every moment is extremelycomfortable and comfortable,I like to fi8、nd inspiration to make it better對我來說，家是心靈的棲息地，在家的每一刻都是無比的愜意和舒適，我喜歡尋找各種靈感來讓它變得更好姓名：Yolanda年齡：28職業：服裝設計師Created in Master PDF Editor-Demo VersionI like to travel,not just to a certain scenic spots,but when I embarked on thejourney of the moment,all this for me is an unknown surprise我喜歡旅行，不僅僅只是為了某個風景名勝9、，而是當我踏上旅程的那一刻起，這所有的一切對我來說都是未知的驚喜姓名：Carol年齡：27職業：市場營銷Created in Master PDF Editor-Demo VersionThe taste buds brought to enjoy and meet will make me more love life,I like to discover and try new tastes美食帶來的味蕾享受會讓我更加熱愛生活，我喜歡去發現和嘗試新口味姓名：Anne年齡：25職業：服裝搭配師Created in Master PDF Editor-Demo VersionMusic for10、 every ordinary moment of life has its own story,I like this resonance and indulge it音樂讓生活中每個平凡的瞬間都有了自己的故事，我喜歡這種共鳴并且沉醉其中姓名：Jason年齡：30職業：設計師Created in Master PDF Editor-Demo VersionHuman TruthHuman truthLife loverExperience seekerPragmatic explorerPossibility Embracer他們是一群活在當下，愿意并有熱情去體驗多姿多彩的生活讓自己人生豐富11、起來的人。Created in Master PDF Editor-Demo VersionHuman TruthHuman TruthIn our busy life,thedefault is indifference.Be pausing to engagewith others and theworld around.Created in Master PDF Editor-Demo VersionSOCIAL TRUTHCreated in Master PDF Editor-Demo Version人們愿意用拍照的方式來記錄生活中美好又難忘的瞬間，伴隨著每次的咔嚓”聲,人生的白紙上12、似乎又多了一筆精彩的體驗People are willing to take pictures of the way to record a better and memorablemoments in life,along with each of the Kacha sound,white life on the addition of aseemingly wonderful experience.Created in Master PDF Editor-Demo Version而這些，或許是感動、驚喜、喜歡、吸引、有趣And these,perhaps moved,surprise,l13、ike,attractive,interesting.Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionSocial TruthAnd then?Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionSocial TruthCreated in Master PDF Editor-Demo VersionSocial TruthSocial insight曬 炫 秀Crea14、ted in Master PDF Editor-Demo Version比余額寶有多少個零更重要的是我的護照上蓋過了多少個戳Created in Master PDF Editor-Demo Version連那些長期潛水朋友圈的朋友都剛剛給我的潛水照點了贊Created in Master PDF Editor-Demo Version今天畫了一張畫今天學了一支新舞今天看了一本書今天交了新朋友今天喝了限量款RioCreated in Master PDF Editor-Demo VersionSocial TruthReally matters趣 稀 我 DIY花了錢走了路動了情用了心Cre15、ated in Master PDF Editor-Demo VersionSocial TruthTo let people know thatWealth and achievement,for me,is increasingly measured in rich lifeexperiences,rather than money.我希望人們通過我曬出來的豐富生活Moments認識到我是一個豐富、多姿多彩的人Created in Master PDF Editor-Demo VersionProduct truthA revitalizinguplift for bodyand mind16、BIG IDEA?Human truthSocial truthIn our busy life,the default isindifference.Bepausing toNot only live inthe moment,but also in the“Moments”engage withothers and theworld around.Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version你向這個世界炫的不是財富而是豐富的人生體驗這，才是你真正在乎的人與事這，就是網絡一17、代的炫富Created in Master PDF Editor-Demo Version時刻炫富 立頓時刻 煥醒 活在當下 秀出朋友圈Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version時刻炫富 立頓時刻能夠延展出各個（興趣）維度創意和內容的可能性ImaginatioVoiceTaste ExplorerRealnRomanceCreativity Travel BeautyTO：去觸達 滲透更多年輕人Created in Master PDF Editor-Demo Versio18、nTo achieve goals成為年輕人的“那杯茶”讓他們每一個Surprising experience moment都成為Tea(Lipton)MomentCreated in Master PDF Editor-Demo VersionAimed Take Away每一個立頓時刻都是煥醒時刻Created in Master PDF Editor-Demo VersionHow向年輕人走過去打造更多可以讓他們時刻炫富的立頓時刻、立頓場景For Product：基于興趣內容的創意去Highline Lipton 所扮演的重要覺得For always on:出現在各個年輕人關注的事件中（19、節日、事件、熱點），和他們一起討論、互動和體驗Created in Master PDF Editor-Demo VersionLipton 2017 Marketing Plan時刻炫富 立頓時刻JanFebMarAprMayDecInnovationKung Fu W1(1 SKU)CNYCampaignEC:KungfuBig BETcampaignSpringcampaignSummerMT:LYL+Milk Teapromotioncampaign:Fruit tea as heroSKUCNYY18Campaign&USLPMODERNTRADE:MILKTEA LATTECrea20、ted in Master PDF Editor-Demo Version1.Awakening Moment-KUNGFUCreated in Master PDF Editor-Demo VersionKung Fu Tea所針對的是25-35歲人群，他們是有喝茶習慣的年輕消費者典型80后Created in Master PDF Editor-Demo Version出生于改革開放初期在社會變革中依然受過【傳統教育】的洗禮Created in Master PDF Editor-Demo Version成長于網絡時代和移動社交時代擁抱并享受科技發展帶來的各種【紅利】Created in 21、Master PDF Editor-Demo Version傳統教育洗禮+網絡文化沖擊80后生來就是個【矛盾綜合體】同時他們愿意去打破規則他們愿意去接受打破規則同時去期待，去創造【新規則】Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version新規則是-中國&外國Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version【新規則】是-“王不見王”的罕見同框Created in Mas22、ter PDF Editor-Demo Version【新規則】是 一本正經的不正經Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version他們喜歡并享受這種恰到好處的【臨界點】多一分太濃，少一分又淡Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version于茶品【臨界點】的Lipton Kung Fu Tea其鮮明強烈反差感和沖突感就是要激發TA去打破規則 去創造更多可能性玫瑰 毛23、峰柑橘 伯爵玄米 煎茶茉莉 祁紅香橙 錫蘭桂花 鐵觀音Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Kung Fu plays the roleBe awake break the rule,awake more possibility！Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Kung Fu Tea Consumer Partf24、ormOccasion：傳統節日 七夕 中秋、工作生活 辦公室 上下班路上Interesting：音樂、美食、電影Event：淘寶造物節、Color run、上海國際馬拉松、雙11Channel：大麥網、知乎、果殼、keepCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Kung Fu Tea X 淘寶造物節Be Awake CreativityCreated in Master PDF Editor-Demo VersionCreated in Master PD25、F Editor-Demo Version阿里巴巴打造的 聚焦年輕人創造力的年度度盛典Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version只有好玩的 有趣的才會被選入造物節也才能被年輕人記住的也才能讓年輕人愿意去“炫富”Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Kung Fu Tea 如何在造物節里燃爆線上線下Kung Fu Tea 要跳出茶飲內混搭26、的局限，去和其他事物混搭才有機會驅動TA去炫富 才夠FUN、才夠魔性Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version說起炫富，讓我不由得不想起了它Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton 混搭茶出品的茶葉蛋能夠讓你的“炫富值 X 2”爆表Created in Master PDF Editor-Demo VersionCreated in Mas27、ter PDF Editor-Demo Version這不是一顆普通的茶葉蛋他是有Lipton Kung Fu tea 為你傾情打造的跨界混搭狂野玫瑰毛峰豪門柑橘伯爵戀暖茉莉祁紅茶葉蛋Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCre28、ated in Master PDF Editor-Demo Version2.Awakening Moment-FruitTeaCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionFruit Tea所針對的是23-28歲人群，他們是偏好茶包飲料年輕消費者85后Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version他們處在尷尬的 Life Stage人生的閱歷和財富的積累都十29、分有限但這并不能阻礙他們對這個世界和所有新鮮事物【好奇心】Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version但他們愿意證明自己是【富有】的只要在時間和金錢能夠承受的范圍內他們會立刻開始新的【探索和體驗】Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version去追尋那些原始、自然和純粹這些都是他們拿出來【炫富】的資本和自身的價值投射Created in Master PDF E30、ditor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Fruit Tea，更為自然的茶和水果的融合就是要激發他們去擁抱，去發現自己和世界【找自己】【找世界】Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version喝出左岸風喝出大片范喝出羅馬假日浪漫法蘭西風情&和蒙娜麗莎對談巴西熱帶風情&里約大冒險陽光意大利風情&腦洞大開Created in Master PDF Editor-Demo VersionCreat31、ed in Master PDF Editor-Demo VersionLipton fruit tea plays the roleBe awake real myself,Be awake real world!Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Fruit Tea Consumer PartformOccasion：個人游，城市微旅行，soul mate，晨跑，自拍，微距攝影，YOGA，烘焙Similar people：貓力，陳意涵&張鈞蜜，搭車去32、柏林的兩個小哥Channel：Airbnb，Feekr，Instagram，美拍，小紅書，摩拜單車，馬蜂窩/窮游，豆瓣，大眾點評、非常準/航旅縱橫，墨跡天氣，高德地圖，格瓦拉&貓眼電影Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Kung Fu Tea X 行走的立頓茶包Be Awake Real BeautyCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Ver33、sion我的顏值就是我最大的財富Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Kung Fu Tea X 立頓茶餐廳Be Awake TasteCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Versi34、onCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version3.Awakening Moment-MilkTeaCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionMilk Tea所針對的是18-25歲人群，他們是偏好茶包、奶茶飲料年輕消費者90后大學生為主Created in Master PDF Editor-Demo VersionCreated in Master PD35、F Editor-Demo Version奶茶是中國大學生傳遞情感的【輕介質】分量輕，但在大學生的社交語境中不可或缺Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version【一起分享】【表示感謝】【小聚一下】我幫你帶杯奶茶吧你幫我帶杯奶茶吧我請你喝杯奶茶吧我們去喝杯奶茶吧Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version在大學里是【沒有一杯奶茶解決不了的問題】臥談會、上課、自36、習、逛街、刷劇、看片、學生會、社團活動.Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version奶茶成為大學生之間互動的【情感開關】同學之間情感交流的動機和結果Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton fruit tea plays the roleBe awake engage（warm&sweet）每一個Engagement，都是大學生活中最重要的、37、最有趣的，最瘋狂的，我們一起做的小事而立頓奶茶是我們Engagement的一個載體Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionLipton Milk Tea Consumer PartformOccasion：夜深人靜沒有餓了么的時候，早上起來很冷沒有百度外賣的時候，教室、宿舍、食堂、社團、學生會、自習、看片、打游戲Similar people：貓力，陳意涵&張鈞蜜，搭車去柏林的兩個小哥Channel：QQ音樂、QQ視頻、A站&B站、課程表（幫點名送奶茶）、餓了嗎、美麗說、美38、拍、手游（陰陽師）Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version4.Always OnCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionFor A ways OnJanFebMarAprMayJunJul39、AugSepOctNovDec重要時間節點節日畢業季開學季兒童節京東618、69環衛節日中秋、國慶雙11、雙12、圣誕、元旦草莓音樂節 彩虹跑上海電影節MIDI音樂節 風暴電音節上海馬拉松事件IP瑯琊榜2、歡樂頌2、懶蛋蛋、金剛狼3、速度與激情8、加勒比海盜5Co-barandRIO樂事整年會從以上5個維度，進行內容創意的產出和電商的引流確保時時刻刻都有Lipton的聲音在“be awake”Created in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version5.Lipton ECO-SystemC40、reated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo Version個Lipton ECO-SystemOwnedEarnedPaid ResourcePlatformIWOMEducate&EngageDrive TrafficRaise awarenessCampaign by productWeibo/WechatKung Fu&Fruit Tea&milk teaConsumer engagementLBrand home page&productdetailsContents always 41、onCo branding/IP/KOL/Festival/eventOnlineDrive More UGCMedia CooperationHigh-active audience media co-operationE-CSampling machine&OOH+CBD&Event activityOfflineDrive Awareness&Targeting trialCreated in Master PDF Editor-Demo VersionCreated in Master PDF Editor-Demo VersionTHANKSCreated in Master PDF Editor-Demo Version