（英文）行业分析 阿迪达斯jun rn hype alphaedge 4d campaign plan-edelman- -2022-

ALPHAEDGE4DCAMPAIGNPLANAPR.2019•OBJECTIVE•MESSAGEHOUSE•APPENDIX3APRRNHYPE–ALPHAEDGE4D3APRSKU:4+1SIQTY:28KNSV:70MIOHS01JUN#CG#CG5526(M),#AQ0742(W)ALPHAEDGE01JUN2019ALPHAEDGE4DTRIPLEWHITE#EF345501JUN201901JUN20192019ALPHAEDGE4D#ALPHAEDGE4D#EF5199ALPHAEDGE4DBLACK/GREEN#EF3453WHITE/GREEN#EF3454UNWHATDIDNTWORKWELLEYONDUNWHATDIDNTWORKWELLEYONDRUNNINGREMIUMHIGHENDESPSTYLELIFESTYLECHNOLOGYSTORYATWORKEDWELL1.PREMIUMSNEAKERHEADS2.HIGHINCOME3.OLDERAGEGROUP4.LIVEINKEYCITIESPREBUYMECHANISM3.AESTHETICSOFTHESHOEHIGHPRICEPOINTWEIGHT&COMFORTISSUESATTACKTHE4DFANATICSnologytoAPRCOMMUNICATIONOBJECTIVEAPR•DRIVESELL-THROUGHBRANDCONCEPTS6BRANDCONCEPTS6STEPFUTURE穿梭矢量未来OONTOTHEAPRCLUSTERCOMMUNICATIONAPRSTEPONTOTHEFUTURERSTYLE•Talk•Talkabouthowadvancedandeprocesswithloadscresearchandexpertisealkabouttheprocessoftheandhowlimitedandnologyis•Seedingexposureinthehigh-enddstylishcommunitycircles.undbreakingologydidasaniconofthepremiumhionstyle•Verticalmediatotalkabouttheance(preciselytuned).•Thisisahighlybeneficialnologytobringoutthebestinpersonalperformance.AGNGMESSAAPRAGNGMESSAAPRTIMINGTIMINGCLUSTERTECHDASOFFERSLIMITEDEXCLUSIVEDTECHEDGOOLMEDIASEEDING•MEDIACOOPXZHIHU•MEDIACOOPXGUOKRTECHMEDIAKOLSTEPONTOTHEFUTUREMAY21–JUNE14SNEAKER+STYLEALPHAEDGE4DLAUNCHISSUPERPREMIUMANDet•PREMIUMCELEBRITY&STYLISHKOLSEEDING•MEDIACOOPXDU&SIZE•MEDIACOOPXL’OFFICIAL•PRDISTRIBUTION•SNEAKERMEDIAFREEPITCHLEBRITYSTYLISHKOLTRENDYMEDIAKERMEDIAKOLPERFORMANCE(ATHLETE)4D’STECHNOLOGYISTOENHANCEATHLETES’来，跑鞋界的“特斯拉”已就位MEDIACOOPXRUNNER’SWORLDVERTICALMEDIAFREEPITCHERTICALMEDIAKOL99TECHJUNPU示意MEDIACOOP–ZHIHUJUNPU示意ontentangledwithFUTUREandlinkedbacktoadidas4Dtech.SOW:ESTCOST:350K.KOLdeep-divedcontentcoopESTPV:5,000,000.RecommendationBannerESTCLICK:13,000ANGLEOP1:《科技引跑未来——从鞋底窥见跑鞋进化论》○文章逻辑专业PU视角，从跑鞋鞋底开始，用视频/GIF+图文的方式盘点分析跑鞋的进1.鞋底的“前世”——图文盘点过去的跑鞋样式(如为了稳定加速鞋底增加钉子等)；AdidasALPHAEDGE4D跑鞋，鞋底应用数字光学合成美国体能协会注册体能专家国家体育总局认证的高水平运队教练引跑未来——从鞋底窥见进化论JUNPU示意MEDIACOOP–ZHIHUJUNPU示意ANGLEOP2概念主打“未来感”入手，分析影视剧中充满未来感的鞋服是怎样的，带入定义未来的adidas1.科幻电影中“未来感”的鞋服——图文盘点电影中的高科技造物鞋服(如《星球大战》中帝国突击队等)；VincentVincentFu？》JUNMEDIACOOP–GUOKRJUNprintingprocessSOW:•Deepcontenton4DtechinterpretationonWeChat(Heropost)•RecommendationBanneronAPP&WebESTCOST:350KESTPV:5,000,000ESTCLICK:130,000•果壳网两次斩获微博颁发的最具影响力科学机构•荣获新榜颁发的年度影响力新媒体•荣获今日头条颁发的年度科技头条号•中国互联网发展基金会颁发的微信创新力十佳账号•果壳网旗下的“科普网红”Ent、游识猷等，数次获得过微博颁发的十大科普自媒体账号•果壳网CEO姬十三荣获2018年科技传播奖•霍金系列报道荣获2018年科技传播奖优秀作品奖优秀个人奖特斯拉”全揭秘“特斯拉”全揭秘owersKJUERNHYPE–ALPHAEDGE4D/AMPLIFICATIONJUEPRMESSAGE：•4Dispopularamongtechheadsandpremiumsocialites,representshigh-endsymbol.•addias4Disahigh-endtechnology,it’spremium,futuristicandinnovative.mancewhatsDhowDislogyDISTRIBUTIONMEDIACATEGORY•NEWSMEDIA•FASHION/LIFESTYLEMEDIA•TRENDY/SNEAKERMEDIAJUNJUNLeverageadvertorial/free-pitchmediatogenerateproductexposureEstLeverageadvertorial/free-pitchmediatogenerateproductexposureDistributionDate:May28etc.No.MediaNameTypeWeiboFollowers1科技美学Technology949,243236氪Technology1,884,4813爱范儿Technology1,802,2894少数派Technology307,9345爱否科技FviewTechnology328,4646ChiphellTechnology537,1407FlightclubSneaker141,6818ULSUMSneaker353,1929LONG7Sneaker371,845KSSneaker556,109Etc.BRANDCONCEPTSBRANDCONCEPTS1COMMUNICATIONS5JUNMEDIACOOP–SHIHUO&DUJUNColumn《部品指南》tandevaluationvideobydisassemblingaDshanddrivetrialExposureChannel:ideo•DuWeChatExposure(2ndpost)•BanneronDuAppESTCOST:35KESTPV:5000KESTEngagement:1000+EDGEDOpeningfocusonstyling2套不同风格穿搭配上鞋子简短的鞋子测评内容~(科技、时尚等属性切入)*具体脚本将根据毒方面进行更符合毒用户的细化drJUNdrJUNESTCOST:300KESTImp.:10,00,000ESTEng.:40000+onofthepremiumandhighendfashionstyleiquemidsoleCELEBRITYCELEBRITYSHOOTINGPRODUCTPLACEMENTJeffreyDongJeffreyDongWeibofollowers:1970WExposureChannel:2CELEBRITYFEATUREphaEDGEDRecommendCelebrityRecommendCelebrityCEII合D的图腾镜面等端、太空站通过动作以及拍摄角度(仰拍)、镜头表，同时突出鞋部细节JUN嘉倪的丈夫，婚礼划公司执行董事NDASSETtoleveragecelebrity’sinfluenceandmaximizetheexposure李淳何猷君陈飞宇JUN嘉倪的丈夫，婚礼划公司执行董事NDASSETtoleveragecelebrity’sinfluenceandmaximizetheexposure李淳何猷君陈飞宇headendy卢靖姗窦靖童••SEEDINGYOUNGINFLUENCER&PREMIUMSOCIALITESSUCHAS王思聪、买超GZANDTRIAL彭彭于晏涛周杰伦若琪震业瑶颖晗TIERTECHHEADSTocreateasenseofexclusivenessandhigh-techimageof4D,王思聪秦奋王自如买超onstratingDasahighendsymbolofpremiumsocialites王思聪秦奋王自如买超Media/KOLscreaterelatedcontentfor4Dfromanglesoftech&lifestylesandamplifytoreachmassaudience,alsosharetheirownperspectivesabout4Dindifferentindustries&circles.Est.Impression:10,000,000+Est.PRValue:1,200,000+JUN▪4Dhasastyle:Suitableforsportsandfashionstyle.▪adidas4DisJUN▪4Dhasastyle:Suitableforsportsandfashionstyle.▪adidas4Disahigh-endtechnologywithincrediblesportsechnology王思聪in4DTECHHEADS▪4DisHYPE:popularamongcelebrities,youngtechheadsandsocialites,ymbol▪4Dhasastyle:suitableforsportsandfashionstyle.•未来主义Slay！黑科技4D当道席卷潮流圈，连名流都不放过•“鞋头”王思聪又上脚4D，是什么运动黑科技让国民老公爱不释手？TIONTO•Socialpostwithmaterialofcelebritytocreatethestyleimageof4DsocialhottopicbyillustratingindustryinfluencerscelebritieswearingonicimageonicimagewithhandscripttesocialtopicoverDWangSicong=TrafficUsinghandscripttoexplainWangSicong=TrafficBRANDCONCEPTSBRANDCONCEPTS2COMMUNICATIONS