128套营销策划案合集General Tire Annual Digital Campaign Plan Wave 1

2018GeneralTireAnnualDigitalPlan-Quotingtheimportanceofhavingtherighttiresinemergencies,extremeconditions,orindistressfulsituations;-Withimmersivecontentexperience,itnaturallyintegratesthefieldexpertiseofGeneralTireMT5seriesandbringsoutbrandspiritof“MakeSUVmoreSUV”tooff-roadenthusiasts,ContentFramework,Wave1TOPVerticalKOLVlogContentFramework,11,-Vlog+GoPro/vehicle-cam-Tireproductclose-up(static+dynamic),ShootingScreens,ShootingVehicleautotuning,SUV,etc.,Wave1VerticalChannelContentCommunication,15,Developedfrom1stoff-roadmagazineinChina,Onlinesocialaccountwith200,000activemembers,OfflineregularSUVsocialclubwithaverage80-100attendeesperevent,Wave1VerticalChannelIntegratedCommunication,16,2postsregardingtopiconWeChataccounttop1position,InvitingHeXuDongthefamousandoneofthemostprofessionalSUVdrivertojointheofflineeventandchataboutoff-roadtravelchallengesandrescueexperiences.,+,Content+Online+OfflineSUVcommunitycommunicationfordirectbrandpenetration,Livebroadcastingonlineofthiseventtoreachmoreoff-roadTAonbothbroadcasting&Weiboplatform.,Wave1VerticalMediaIntegratedCommunication,17,OtherVerticalKOLsgeneratecontentregardingoff-roadtravelandrescuetopicsfromtheirpointofview,maximizingthevolumeandconnectionofGeneralTirecampaignthemeonsocialplatform.,TotalFans:1.2millionEstimatedReadership:50,000,Wave1AdditionalVerticalKOLContentCommunication,18,Wave1Timeline,14th,15th,16th,17th,18th,19th,20th,11th,12th,13th,VlogLaunch&Promotion,OfflineEvent,ContentSeedinginBBS,VlogPromotion,EditorialContent,Featuredcontentwithonlinerecruitmentfortheevent,Lookback&summarypostonevent,Contentpost,Contentpost,VerticalChannel,TOPKOL,Wave1KPI,OnlineSalesConversionKPI,TAReach,Click(shop/e-shoptraffic),Purchase,100order,25,000,1,666,666,0.4%,1.5%,SalesConversionModel,200,SalesVolumedrivenbyMKTcampaign,2pcsperorder,OnlineMediaKPI,21,500,000,Totalimpression,CPM(mediacost/impression*1000),CNY55.92,CPTA(costperTAreached),CNY0.72,250,000,TotalClick,CPC(mediacost/click),CNY4.8,19,Theestimates