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1、Agenda,CONTENT,Mixxtail 2016 Social Calendar,Mixxtail Social Review,Mixxtial Social Next Step,Predictable Topic:Festival Seasons Activities EC Celebrity,Timeline：Month 3-12(2016),Mar.,Apr.,May,June,July,Aug.,Sep.,Oct.,Nov.,Dec.,Festivalseasons,3.14 White Valentines Day,5.4Youth Festival,6.12Shanghai2、 Intl Movie Fest,8.5Olympic,6.10European Cup,8.9Chinese V Day,9.15中秋,10.1National Day,Activities,Kris Wu,11.11Shopping Day,11.6Kris Birthday,11.24Thanksgiving,10.31Halloween,12.25Christmas,9月Kris Movie爵跡,MixxTail 2016 Social Calendar,8月Kris Movie,Launch Campaign,Challenge Campaign,Kristail Campaign,3、TBD,是！尚先生Fashion Drama,暴走法條君Crazy Court,AugKristail Press Release,Oct Kris Party,School Open Day,5-6月Graduation Season,HOT SPOT O2O Activity,Agenda,CONTENT,Mixxtail 2016 Social Plan,Mixxtail Social Review,Mixxtial Social Next Step,New campaign about challenge,its assets contain TVC,H5,Poster and so 4、on.,與吳亦凡粉絲合作舉辦線下觀影活動，品牌給予贊助，粉絲線上配合宣傳，引流線下參與粉絲關(guān)注品牌官方帳號,贊助電視劇是尚先生，配合是尚先生劇組共同宣傳推廣，擴(kuò)大品牌知曉度。,MIXXTAIL TVC Launch,Weibo&Weixin,TVC Launch Campaign,Fashion Dramacampaign,Kris Movie Activity,Challenge Campaign,Activity on Social,KristailCampaign,Crazy Court,冠名暴走法條君，結(jié)合節(jié)目內(nèi)容，制造social 討論，吸引更多外圍TA關(guān)注度討論度。,微博微信日常維5、護(hù)運(yùn)營，持續(xù)傳達(dá)品牌信息，進(jìn)行品牌教育，不斷吸引忠實(shí)用戶加入。,充分利用代言人資源，結(jié)合當(dāng)下最火爆social互動形式-直播，引爆social平臺討論擴(kuò)散。,Weibo&Wechat Behavior Review,Weibo Status,行業(yè)類別：食品飲料-酒精類,賬號權(quán)限：企業(yè)官方認(rèn)證,微博頭像：魅夜雞尾酒品牌Logo,微博名稱：MIXXTAIL魅夜專業(yè)雞尾酒,微博封面圖：吳亦凡&Mojito官方KV,Official Account,4,Activity,9,#Hushtag#,35,Always on,Weibo Behavior,Reading:802,379Engagement:6、19,149,Reading:23,857,504Engagement:371,928,Reading:72,469,970Discussion:204,937,Comments Type,Ask how to buy Mixxtail,Mixxtail Buyer Show,Mixxtail tastes better than RIO,5.7%Scale,3.9%Scale,0.3%Scale,歡迎語動態(tài)更新圖文推送,微信菜單,*以上為截止到2016.05.10的數(shù)據(jù)資料,Wechat Status,14,Brand Relative,6,Others,8,Campaign Relativ7、e,Wechat Behavior,Reading:60,186Share&Like:1,352,Reading:12,831Share&Like:4,114,Reading:5,883Share&Like:443,TVC Launch Behavior Review,TVC Launch,TVC*1,TVC Teaser*1,TVC Highlights*5,Reading:2,1745,000Engagement:284,585Video View:408,220,TVC Pre-release Activity&TVC Official release on TV,Reading:15,8、792,367Engagement:168,247,Fashion Drama Shooting Visit,3,Fashion Drama Shooting Visit,Warm-up：Weibo account post the contentInteraction:Attract fans to join by a MixxTail game,Kris Wu Movie Activity,4,Kris movie watching activity in AugCooperating with Kris Wu Fans Club,reach 20000 fans in 200 citie9、sHotspot Sampling in BJ&SHFree Kris&Brand PosterScan QR code to get a free Mixxtail,是尚先生探班活動,Fans join the visitCelebrity PhotoPost-amplification,Agenda,CONTENT,Mixxtail 2016 Social Plan,Mixxtail Social Review,Mixxtial Social Next Step,Social content on each platform,官方微博內(nèi)容發(fā)布構(gòu)成 Weibo,品牌故事產(chǎn)品故事雞尾酒故事&生10、活,電商活動線下促銷試飲活動,TVC Launch CampaignChallenge CampaignKristail Campaign,KRIS WU相關(guān)信息,熱點(diǎn)節(jié)日活動,是！尚先生合作暴走法條君合作聯(lián)合粉絲觀影活動,官方微信內(nèi)容發(fā)布構(gòu)成Wechat,電商活動線下促銷試飲活動,品牌故事產(chǎn)品故事雞尾酒故事&生活,TVC Launch CampaignChallenge CampaignKristail Campaign,KRIS WU相關(guān)信息,是！尚先生合作暴走法條君合作聯(lián)合粉絲觀影活動,熱點(diǎn)節(jié)日活動,Wechat Account Structure,新版微信菜單修改建議,了解魅夜魅夜家族11、專業(yè)之選Bartender凡,玩轉(zhuǎn)魅夜是！尚先生（根據(jù)Campaign主題進(jìn)行調(diào)整）,立享魅夜購買專區(qū)（品牌電商鏈接，引導(dǎo)至電商購買）,QR code Identification,1.Unique QR code for different channels,2.Push different content to subscribers from different channels,To monitor the traffic clearly from different channels,To serve right content to right people accurately,12、QR A：Follow Wechat AccountAlways on/Roadshow,QR B：Push the latest newsWeibo/Activity,QR C：Kris related contentKris Fans,QR D：KA lucky draw H5From KA promotion,官方微信,官方微博,Always On,Road Show,KA Cooperation,Challenge Campaign,Kristail Campaign,Social,Content,SALES,Social Drives Trial and Purchase,ALWAY13、SON,Social Always On,Traffic:Content leads to trial.Add Tmall link on Weibo and Wechat,天貓鏈接,淘口令,ROADSHOW,O2O:Promote BTL Roadshow on Social,Promote and post-amplification roadshows to drive trial and purchase,線上活動宣傳,線下試飲活動,KACooperation,KA cooperation,Scan the receipt,win a chance to get a prize,線下實(shí)14、體商超購買產(chǎn)品,拍攝購物小票,上傳至線上活動頁面參與抽獎,CHALLENGECAMPAIGN,Online H5&Trial,Lead the traffic to E-shop at the end of H5,H5結(jié)束后，背景變暗吳亦凡手中酒杯呈現(xiàn)高光動態(tài)效果提示用戶【點(diǎn)擊】進(jìn)入下一步,點(diǎn)擊光標(biāo)提示的酒杯后，用戶進(jìn)入天貓產(chǎn)品頁面，領(lǐng)取產(chǎn)品試飲,KRISTAILCAMPAIGN,YYT&Tmall Co-promote,Traffic：PHASE 1 YYT&social platform warm up to hunger marketing the Limited Kristail PH15、ASE 2 YYT&Tmall Presell PHASE 3 Crowd funding with Fans to drive sales,Limited Edition Exposure,YYT&Tmall Presell,E-Commerce Crowd Funding,01,02,03,利用微博和音悅臺平臺對Kris新包裝和唇印酒杯進(jìn)行話題炒熱,音悅商城&天貓商城對單品進(jìn)行限量發(fā)售,根據(jù)天貓魅夜產(chǎn)品的銷量開放不同層次的福利,Introduction to ABI Ecommerce,China Internet User Landscape,Internet users concent16、rated among urbanites but more potential for growth in rural areas.Chinese internet population are also among the most active social media users in the world.,Chinas online population is growing rapidly and reached 649 million,and of which more than half are shopping online.,Source:CNNIC,December 2017、14,Rural,Urban,China Internet Users(Millions),Percentage of overall population,China:Largest E-Retail Market in the World,GMV of China online shopping market 2011-2018,GMV of online shopping(bn RMB),%growth rate,Source:iResearch March 2015,China:Rising of Mobile Shopping,China has worlds largest mob18、ile Internet user base with 557 million users This convenience in Internet access is expected to drive higher online shopper engagement.Mobile commerce is growing rapidly in China.,Source:iResearch March 2015,CNNIC January 2015,China Mobile EC Market Share by GMV in 2014,China Mobile Commerce GMV(RM19、B Billions),Ali Mobile(Tmall+Taobao)86.2%,Alibaba Group Commerce Ecosystem,Buyers,Major Businesses,ABI Businesses,AbInBev E-Channel Strategy,AbInBev:Shopping Kindom of Beers(Except Bud,Corona)Bud:Bud Brand Store；Corona:Corona Brand Store；,Brands Authorized：Data Analysis&Price Control,C-store Management：Authorized Distribution&Counterfeiting；,AbInBev E-Channel Strategy,