策划方案分享timberland f14 digital plan - meidav-0804

1、F14 Digital Plan ProposalPrepared by MediaV 2014.8.4AGENDA Brief Recap Timberland China F14 digital campaign Timberland China F14 digital media strategy Timberland China F14 media Execution Timberland China F14 budget forecast2Brief RecapContentTimberland FA14 product Timberland FA14 look book Timbe

2、rland FA14 TVCObjectivesIn-depth communication with consumers Promote FA14 Key ProductsMotivate e-com salesMass awareness of brand attitude-Market ListOn-line: Nationwide-PeriodSep. 1th Sep. 30th34Consumer insightDifferent people from various jobs.WriterPhotographerDesignerClientBusinessman4Consumer

3、 insightAnd they also enjoy .PaintingSportsTravellingFishing5Communication StrategyIn My Element我感受我一个无边的世界，一个未完待续的我Whats your style? Whats kind of style you like?Different life style.Different Dream.The infinitely great world is always there.To share your Timberland Style.To choose your own element

4、, show your style.66Interactive User FlowHome Page:Display Timberland products(two buttons：Choose/Show)Show & Share Your Timberland StyleCheck the product detailsby clicking each Timberland ProductOther similar products will be also recommended on the left sideCustomized your own set and Write down

5、personal sloganDIY your Timberland StyleDifferent ready-made Timberland Styles for referenceChoose one of ready-made Timberland StyleMini-site LayoutMini-site LayoutMini-site LayoutMini-site LayoutMini-site LayoutMini-site LayoutMini-site FlowF14 digital media strategyCore TANote: Find Core TA throu

6、gh the user behavior click advertising/visited brand pagePotentialTANote: Based on TGI and user behavior15Preferences characteristics strongly aligned with the core TA of TimberlandConsumer with deep knowledge of Timberland Once access/try to access/purchased.Potential TA Media Touch PointSource :IU

7、T 2014.6 P25-35 3000+ Fashion style preference16monthly coverageTGI8,0001107,0001056,0005,0001004,000953,000902,0001,00085080Technical choice:DSP（Demand side platform）Touch potential audience through technical orientationMedia choice:Online video, lifestyle - photography, fashion websites, travel we

8、bsitesHigh TGIMining potential crowd Source: Form 2013-12-01 to 2014-07-27，search Timberland in Taobao 淘宝指数User BehaviorUser locationHongKongBeijingShanghai TianjingLiaoning17Photogr aphyPetSportOutdoorDigitalUser Flow Natural traffic（SEM） Potential TAConsumer retargetingDSPCore TA18Timberland brand

9、 AdsUser collectionDSPGenderAgeInterestStatusTimberland brand AdsOnline VideoFashion WebsitesTravel &photographyMedia Strategy Panoramic precision marketing Multidimensional touching Potential TA Online VideoPut brand TVC on films or TV series which match up well Fashion WebsitesMedia features match

10、 target audience of Timberland Travel &photographyMedia content accord with the TAs interests of TimberlandThe more efficient DSP technology will solidify the campaign effect Gather core users data to improve the effectiveness of campaigns19Technical orientation precisionTA properties PrecisionHIGH

11、TGIMedia Execution Online Video侣行：Youku together with“极限情侣”张昕宇、梁红 creating the first online of original outdoor reality TV showScore:9.4 Views:202,109,361Comments:87,059Brand OTV Ads： Drama directional TA coverage Product TVC exposure20monthly coverageTGI400011035001003000902500802000150070100060500

12、50040Source :IUT 2014.6 P25-35 3000+20爱奇艺优酷乐视网迅雷看看土豆网 Having high ranking in monthly coverage and TGI High quality original dramaMedia Execution Fashion MediaTopic cooperation: Thematic content conform to the Timberland crowd characteristics, fashion life style, light outdoor hobbies, etc.Product di

13、splay: Combined with thematic content recommended product portfolio, express brand life style concept21monthly coverageTGI600120500110400100300902008010070-60 High TGI Unique living channel, designed for young and fashionable tide people, with Timberland crowd interest characteristics广告位：广告位：Media E

14、xecution Travel Media旅游攻略已覆盖全球 418个地区 125个品类已有 23007889 位用户下载旅游攻略每日有12万用户参与评论互动PC注册用户300万+ ,移动用户:500万Source:2马2 蜂窝22： Timberland brand AdsTourism social media platform,brings together the most fashionable tourism talent.Interest matching Timberland brand AdsMedia Execution Photography Media120millio

15、nPC user摄影爱好者 Timberland brand Ads（Travel channel）手机拍客250millionMobile user23Original image sharing platform, the website content highly match Timberland TA interest. Interest matchingTechnical orientation precision24Technical orientation precisionMaleFemale Frequency：Set the frequency of users watc

16、hing the ads Retargeting：Double touch TA who clicked advertising or visited campaign page25Hobby：Fashion, digital, sports, photographyContext：Select content matching web pages to show our adsGender：Showing different advertising images to male and femaleLocation：Where there is the largest audience wh

17、o prefer TimberlandMedia Master plan Option 1 Online Video Media: TVC exposure26网站类别网站名广告位置广告形式预算(元)百分比IMP总计CLI总计CPMCPC视频优土综艺频道页侣行、跟着音乐去旅行节目15s前贴片400,00040%7,272,72730,76955.0013.00旅游蚂蜂窝旅游攻略首页、目的地首页通栏、banner150,00015%7,500,00037,50020.004.00女性pclady首页、频道页、乐活专题专题植入、通栏、焦点图、banner、文字链100,00010%16,666,6

18、6735,7146.002.80摄影POCO首页、旅游频道页通栏、banner150,00015%18,750,00050,0008.003.00平台mediav聚效平台展示类广告100,00010%166,666,667100,0000.601.00手机端banner100,00010%178,571,429142,8570.560.701,000,000100%395,427,490396,840备注: 所有广告位,价格和数据按实际投放为准Travel Media: Banner adsFashion Media: Topic cooperation + Banner adsPhotogr

19、aphy Media: Banner adsDSP: Technical orientation precision banner adsCampaign: IN MY ELEMENTWeek1 9.19.7Week4 9.229.28Week3 9.159.21Week2 9.89.1427Media Master plan Option 2Online Video Media: TVC exposureOnline Video Media: TVC exposure网站类别网站名广告位置广告形式预算(元)百分比IMP总计CLI总计CPMCPC视频优土综艺频道页侣行跟着音乐去旅行节目15s前

20、贴片100,00025%1,818,1827,69255.0013.00旅游蚂蜂窝旅游攻略首页、目的地首页通栏、banner50,00013%2,500,00012,50020.004.00女性pclady首页、频道页、乐活专题专题植入、通栏、焦点图、banner 文字链、50,00013%8,333,33317,8576.002.80摄影POCO首页、旅游频道页通栏、banner50,00013%6,250,00016,6678.003.00平台mediav聚效平台展示类广告100,00025%166,666,667100,0000.601.00手机端banner50,00013%89,28

21、5,71471,4290.560.70400,000100%274,853,896226,1451.461.77网站类别网站名广告位置广告形式预算(元)百分比IMP总计CLI总计CPMCPC视频优土综艺频道页侣行、跟着音乐去旅行节目15s前贴片300,00038%5,454,54523,07755.0013.00旅游蚂蜂窝旅游攻略首页、目的地首页通栏、banner100,00013%5,000,00025,00020.004.00女性pclady首页、频道页、乐活专题专题植入、通栏焦点图、banner 文字链、50,0006%8,333,33317,8576.002.80摄影POCO首页、旅游

22、频道页通栏、banner100,00013%12,500,00033,3338.003.00平台mediav聚效平台展示类广告200,00025%333,333,333200,0000.601.00手机端banner50,0006%89,285,71471,4290.560.70800,000100%453,906,926370,6961.762.16Travel Media: Banner adsFashion Media: Banner adsPhotography Media: Banner adsDSP: Technical orientation precision banner a

23、dsTravel Media: Banner adsFashion Media: Topic cooperation + Banner adsPhotography Media: Banner adsDSP: Technical orientation precision banner adsCampaign: IN MY ELEMENTWeek1 9.19.7Week2 9.89.14Week3 9.159.21Week4 9.229.28National DAYWeek6 10.1310.19Week7 10.2010.26Week8 10.2711.2Week9 11.311.7Media estimatesOption1:100WOption2:120W28网站类别网站名广告位置广告形式预算(元)百分比IMP总计CLI总计CPMCPC视频优土综艺频道页侣行、跟着音乐去旅行节目15s前贴片400,00033%7,