ecco digital proposal_2014

1、ECCODIGITAL PROPOSAL（由于客户的行业守则，故隐去部分内容点）AGENDARecap of the BriefOur Communications & Digital Engagement Strategy *2Creative conceptCampaign Framework & Activation Plan *2 Media PlanSEM PlanBudget AllocationAnnual strategy in the futureAppendix-Industry Analysis-Brand Analysis-Competitors AnalysisREC

2、AP OF BRIEFKEY BUSINESS OBJECTIVE Remain the No. 1 International Casual Shoe Brand in market share & brand awareness.KEY 2014DIGITAL OBJECTIVES Strengthen brand awareness through digital campaign, especially among young consumers between 25-35 years of age. Leverage ECCOs 50th Anniversary & the laun

3、ch of ECCO MIND.KEY BRAND CHALLENGES Not considered as a leading stylish brand amongst non-buyers & young buyers. Low brand awareness nationally (awareness driven via WOM through loyal users). Lack of key brand image perception. Lack of understanding of Scandinavian design .OVERALL CAMPAIGN FRAMEWOR

4、KCOMMUNICATIONS STRATEGYOVERALL COMMSObjectiveCORE MESSAGECampaignCOMMS ENGAGEMENTINNOVATION TACTICUSER ENGAGEMENTSTAGINGUSER JOURNEYECO-SYSTEMTOUCH POINTTBCTBCTBCTBCTBCActivateEngageDiscoverDrive Traffic to storeEngagementAwarenessWe are shoemaker50th Year CelebrationECCO passion for shoemakingExpe

5、rience ECCOs mindPHASE 1: 50th ANNIVERSARY Brand StoryPHASE 2: ECCO MIND LaunchSocial Interest Strategy: Engagement across Passion PlatformsOffline integrate with OnlinePHASE IIECCO MIND :1. Design2. Freedom3. High-tech (Innovative)Creative ConceptCreative Campaign Idea ISocial Media Idea to support

6、 Campaign ICreative Campaign Idea IISocial Media Idea to support Campaign IAppendix-Brand analysis-Competitors analysisIndustry overviewThe statistics show that in 2011, Chinas consumption of footwear 22.57 hundred millionpairs, China has become the worlds largest footwear consuming countries.Accord

7、ing to statistics, Chinas per capita footwear average annual consumption of 1.9 pairs, much lower than the United States, France, Japan and other developed countries, there is a big market space in China.The next 10 years, per capita consumption of footwear in Asia may exceed 3.5 pairsconsumption re

8、ached a total of more than 100 million pairs of footwear.Per capita footwear consumptionhundred million pairs7.3shoes/year/people404.9 4.83.8 3.7 3.721.92002003200620082011hundred million pairs*Resource: /html/49/n-54149.html*According to the National Bureau of Stati

9、stics, year 2011ECCO & Competitors Overall Buzz Volume on SNS platform40003397350027063000 2627 226925001950200015008041000555500770ECCO 爱步GEOX 健乐士CLARKS 其乐ROCKPORT 乐步SKAP 圣伽步HUSH PUPPIES 暇步士GABOR 嘉宝NINEWEST 玖熙The buzz volume of ECCO is much better than its competitors. Most netizens are talkingabou

10、t it.Clarks，Rockport，Hush Puppies，and Nine West are also be heated discussed.ECCO & Competitors Buzz DistributionSina weibo and Tencent weibo are the major social platform for all 8 brandsForum is also an important platform for middle-high-end shoes brandCompetitors Sina Weibo AnalysisECCO has most

11、follower , which beyond 57% of the second oneCOMPETITION OVERVIEWCompetitive landscapeBrandLOGOBrand Key MessageECCOFeeling Free starting with your feet自由从双足开始GeoxBreathes会呼吸的鞋ClarksBritish by Design缔造英伦典范24 HoursGreater Flexibility“舒适的鞋”SKAPThe earth lies beneath世界在你脚下Gaborunwiderstehlich不可抗拒的Nine

12、Westno clear sloganDistribution Channel in ChinaBrandRetail Store(direct store)E-commerce hosted by brandTAOBAOTmallOther Comprehensive E- commerceTV/Videosocial mediaAPP（Global & asia site）（Jingdong）（Global site）（amazon）（Global site）（amazon）（amazon）（Global site）（Global site）（amazon & 360buy）GEOX We

13、bsitesimple, clean and emphasis on patented technology, but lack of consumer interactive.patented technologyNew productKey massageNavigations:Homepage/ patented technology / New product / store info/ advertisement/contact usClarks Websitekey massage: British style. Navigations very user friendly. Ev

14、ent site use video about British street scene let consumer feel themselves at British.Different style productKey massage &link to event siteNavigations:Homepage/ store info/ brand info/originals/ Nursing knowledge/ Brand affirms24HRS Website intro flash very good to show the quality of the shoes and

15、homepage have obvious online shopping guide. But no localization website. Intro flashSKAP Website use pictures as navigation is very special but lackof consumer interactive.Navigations:New product/ store info/ brand info/ patented technology /Gabor Websitehigh quality shoes image have detail info to

16、 show off their different style shoes.But Lack of consumer interactive let consumer feels the brand cold. New productNavigations:New product/ style size/ Gabor quality/ company/store/Gabor world/contactNINE WEST WebsiteAmerican style, Encourage consumers to shop online. But no localization website.N

17、ew product &shopping onlinePromotion & style infoCompetitors Websites SummaryCompetitorsKey MessageInteractiveBest User experienceScoreBreathesNoemphasis on patented technologyBritish by DesignYesuse video about British street scene letconsumer feel themselves at BritishN/ANointro flash very good to

18、 show the quality of theshoesThe earth lies beneathNoN/AunwiderstehlichNohave detail info to show off their differentstyle shoes.N/AYesUsing different share tools to interact withconsumers.SWOT of ECCO Threats So many stronger Competitors who have been involved in different distribution channel in C

19、hina Opportunities Social media impact Mobile Marketing and shopper marketing There is a big market space in China. Weakness Not good Brand Positioning across China Focus on product delivery, Lack of emotional linkage with consumer Lack of key brand image perception in China market Lack of consumer

20、understanding on Scandinavian design Strengths Full production line (business & outdoor) High quality, advanced technology Competitor lack of social effortsOur 2014 Annual Communication StrategyUNDERSTANDINGOUR CONSUMERSOPEN MINDED IN CHINAMid-class in ChinaBe cosmopolitan and keep their minds activ

21、e Love life and enjoy adventureThe shoes they wear should be matched with personal identitySource: DIGITAS primary online surveyNEED OF EXPLORING DIVERSITYLeveraging internet to extend the different views of life from different perspectives. Online stories mobilize them to think about the kind of li

22、fe they actually want to live and inspire them take action to seek out their own lives.BE OPTIMISTIC ABOUT THE FUTUREExperiencing increasing societal pressures come from modern competitions. But they are still optimistic about the future that believe they can achieve the personal goals through their

23、 own efforts.ECCO PERCEPTIONSWithout unique emotional benefit that fits with target consumers needs and basic functional values can not differentiate it with competitors.Source: DIGITAS primary online survey & ECCO BriefNO RECOGNITION OF NORDIC DESIGNBut with low awareness of ECCOs Nordic fashion de

24、sign and take it for older 30s people. People cant recognize the different value behind the brand compared with others.MID-HIGH-END CASUAL SHOESThey regard ECCO as the a premium mid-high-end, comfortable, business-casual brand and also appreciate ECCOs Pleasant / Comfort Walking.COMPETITOR SNAPSHOTC

25、ASUAL CORNEROur brown shoe competitors face the same challenge; doing casual well but poorly on delivering on lifestyle aspirations. People buy into brands and what they stand for as a method to projecting very specific statements about themselves.MODERN & STYLISHINNOVATIVE & STYLISHRELAXED & FRESHD

26、IFFERENT & MODERNCASUAL & COMFORTCOMFORT & CONSERVATIVECREATING OPPORTUNITY OUT OF CHALLENGESBrands with similar challenges but are recognized with strength in identity and definitively unique lifestyle point-of-view.100% AUSSIESPANISH LOVERSHEALTHFUL NATURALISTSFUN EXPERIMENTALISTSCREATIVE REBELSEX

27、PLORERS & EARTHKEEPSCHINAS EVOLVED USERSDEEPER CONTEXTUAL PURCHASING DIGITAL BEHAVIOR: PASSION PLATFORMSDEEPER CONTEXTUAL PURCHASINGChinas Middle-Classs demand for more contextual layers behind consumer consumption. The brands heritage & story behind become the premium factor to differentiate with c

28、ompetitors and deliver the emotional values.“INTEREST BASED RELATIONSHIPSOur evolving online behavior reflects our demand for greater relevance and context with our social relationships and the platforms that enable them. Users are more responsive to interest based relationships and offers greater b

29、ehavioral influence.PLATFORMS TO EXPRESS LIFESTYLEThe motive that is driving the evolution of Social Currency to Interest Currency are the opportunities that accelerate personal value through LIFESTYLE PASSIONS, INDIVIDUALITY & EXPRESSION.DEFINING THEECCO LIFESTYLEMATCHED WITH TAS NEEDOUR BELIEFSIS

30、THIS WHO WE REALLY ARE?MISSIONWe want consumers to feel the Scandinavian lifestyle through simplicity, quality, comfort and freedom.VALUESScandinavian, Quality, Family, People, Environment, Design, Respect, Visionarycasual / kazh-oo-uhladjective1. happening by chance; fortuitous: a casual meeting.2.

31、 without definite or serious intention; careless or offhand; passing: a casual remark.3. seeming or tending to be indifferent to what is happening; apathetic; unconcerned: a casual, nonchalant air.4. appropriate for wear or use on informal occasions; notdressy: casual clothes; casual wear.5. irregul

32、ar; occasional: a casual visitor.DNAPassionate Shoemakers Scandinavian Design Innovation for active lifestyleIMAGEModern, Innovative, Stylish,Scandinavian, Perfect-FittingPERSONALITYHuman, Natural & At Ease Sense of Simplicity & Style ActiveBRAND ESSENCEFeeling Free - Starting with Your FeetPOINTS O

33、F DISTINCTIONScandinavian, Family Owned The Foot Comes First, ECCO Makes It Own Shoes, Control of Company ProcessGUIDING PRINCIPLESFreedom, Respect, Passion & Pride Family, Simplicity, Impatient CuriosityHOW CAN WE MORE EFFECTIVELY RESONATE?Scandinavian design doesnt just look beautiful, it improves

34、 your life in some way. It all relates back to the high quality of life associated with the NORDIC LIFE OF SIMPLCITY. We need to demonstrate the lifestyle that goes with comfortable shoes.THE SIMPLE YEARNING FOR QUALITY OF LIFEThe Scandinavian lifestyle of simplicity and enjoyable happiness is attra

35、ctive by Chinese mid-class under modern stress.“It is quality life!”“I envy this life!.”“I am looking forward for this but cant realize that” “People know how to live in this country!”“It is thePassion of delightful life.The emotional motivation that inspire chasingof simplicity but high quality lif

36、estyle.We need to establish a clear and emotional understanding of Scandinavian lifestyle that creates a singular, relevant and aspirational connection with Open Minders.Our point of view onLiving Scandinavian.Its the ability to capture the ambient soulof Nordic way of life and communicatingit throu

37、gh everything that we do.Living Scandinavian.Its always understanding of less is enriched.Its being bold in simplicity.Its deliberate in surprised purpose.Its calm with a quirky sense of humor and outlook.Its smart with theunderstanding of responsiblepresence.Its curiosity to mash-up and creating so

38、mething new.Its about a purposedstate a mind that isntcomplicated.Its a cultural understanding that we are collectively connected. Its striving for balance in every facet of everything that we do. Its elements from our past that inspire our aim for the new.Its being considered with focus on whats really important. Its smart