伊利CRM平臺(tái)上線推廣方案

1、伊利CRM會(huì)員營(yíng)銷項(xiàng)目伊 利 CRM 平 臺(tái) 上 線 推 廣 方 案 明確本次提報(bào)的任務(wù)拉新轉(zhuǎn)化吸引注冊(cè)重復(fù)購(gòu)買01.行業(yè)CRM平臺(tái)分析03.傳播主張及策略02.伊利CRM平臺(tái)價(jià)值梳理04.內(nèi)容及運(yùn)營(yíng)規(guī)劃IndustryPlatform valueCommunication strategyCreative content完成任務(wù)的四大版塊CONTENTS行業(yè)CRM平臺(tái)分析Industry蒙牛-特侖蘇名仕匯(社區(qū)），有名無(wú)實(shí)內(nèi)容以促銷為主，獎(jiǎng)勵(lì)以積分為主，會(huì)員以水軍為主，體驗(yàn)以投訴為主光明-隨心訂會(huì)員，隨心不遂心電商促銷屬性大于會(huì)員服務(wù)屬性以優(yōu)惠促銷為直接手段的CRM平臺(tái)缺活力，無(wú)歸屬會(huì)員利益

2、延展信息千人千面服務(wù)創(chuàng)造黏性對(duì)新媽媽生活的溝通引導(dǎo)從人群需求的出發(fā)，通過內(nèi)容建立情感鏈接參考相關(guān)行業(yè)會(huì)員-雀巢-巢媽團(tuán)從隨性的買買買有歸屬感的買買買參考相關(guān)行業(yè)會(huì)員-星巴克-星享俱樂部伊利CRM平臺(tái)如何觸發(fā)目標(biāo)人群內(nèi)心深處的注冊(cè)（購(gòu)買)欲望?思考人群分析自身分析品牌分析伊利CRM價(jià)值定位酸奶專區(qū)低溫基礎(chǔ)酸奶低溫酸奶常溫高端UHT酸奶乳酸菌飲料兒童酸奶風(fēng)味牛奶白奶專區(qū)常溫基礎(chǔ)白奶高端白奶零乳糖奶兒童奶消費(fèi)者在京東電商平臺(tái)購(gòu)買最多的為高端奶銷量No.1銷量No.4銷量No.2銷量No.3銷量No.500后學(xué)生群體占比最大90后初入職場(chǎng)80后家庭群體TGI最高職業(yè)狀態(tài)企業(yè)白領(lǐng)占比最高(含初入職場(chǎng))職

3、業(yè)狀態(tài)學(xué)生群體TGI最高人生階段已婚已育群體占比及TGI均最高銷量決定消費(fèi)人群結(jié)構(gòu)綜上，我們的目標(biāo)人群確定為三類人群家庭女性財(cái)務(wù)相對(duì)自由注重生活品質(zhì)居家生活、孩子教育一手抓初入職場(chǎng)人生艱難時(shí)期但依然希望給戀人最好的學(xué)生生活富足追求個(gè)性自由和炫酷生活她們的角色在都發(fā)生著變化家庭女性初入職場(chǎng)學(xué)生群體從“管理個(gè)人生活”到“管理家庭生活”從“關(guān)心自己”到“關(guān)懷他人”從“被家人管理自我管理”但她們是互聯(lián)網(wǎng)土著族即使角色在變，活力之心不變中學(xué)時(shí)代的那種叛逆，大學(xué)時(shí)代那種單純，初入職場(chǎng)的那種興奮，已為人母的那種幸福家庭女性初入職場(chǎng)學(xué)生群體真誠(chéng)的優(yōu)惠、特殊的權(quán)益、貼心的內(nèi)容服務(wù)家庭生活幫手親子教育活動(dòng)戀愛追星

4、追星炫酷表達(dá)基礎(chǔ)需求情感需求她們的“活力之心激發(fā)點(diǎn)”有所不同伊利品牌正需要這樣一個(gè)將“活力”概念真正的落地體驗(yàn)、聚合平臺(tái)目前更多是“活力”概念的發(fā)布，而非觸發(fā)，缺乏詮釋活力生活的真正體現(xiàn)平臺(tái)伊利CRM打通伊利資源，為不同人群鏈接不同的活力元素基礎(chǔ)需求積分商城會(huì)員中心情感鏈接會(huì)員特惠參觀工廠明星見面新鮮品嘗個(gè)性定制獨(dú)家IP體驗(yàn)限量周邊跨界增值特權(quán)家庭女性家庭生活幫手親子教育活動(dòng)初入職場(chǎng)戀愛追星學(xué)生群體追星炫酷生活伊利家，活力生活俱樂部拉新轉(zhuǎn)化創(chuàng)意視頻互動(dòng)活動(dòng)口碑發(fā)酵標(biāo)簽管理功能增設(shè)活動(dòng)創(chuàng)新一、創(chuàng)意視頻-立體化展現(xiàn)伊利家價(jià)值利益視頻創(chuàng)意思考傳遞利益:三倍積分，五倍購(gòu)買力，共享明星IP資源，伊利活力

5、不玩虛的視頻形式:采用具有吸睛的、涵蓋信息全面的、迎合騰訊用戶風(fēng)格的快閃視頻視頻調(diào)性:活力、年輕、大氣Time (勿刪)Are0.4se7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2

6、EF94857BB96E96487FA84346DE9B4FAF86CB739Time (勿刪)you0.4+0.5=0.9e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF948

7、57BB96E96487FA84346DE9B4FAF86CB739readyTime (勿刪)0.9+0.44=1.34e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF9485

8、7BB96E96487FA84346DE9B4FAF86CB739GOTime (勿刪)1.34+0.44=1.78e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

9、96E96487FA84346DE9B4FAF86CB739接下來(lái)Time (勿刪)1.78+0.42=2.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E

10、96487FA84346DE9B4FAF86CB739Time (勿刪)2.2+0.4=2.6帶你了解e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E9648

11、7FA84346DE9B4FAF86CB739Time (勿刪)2.6+1=3.6伊利超Diao的會(huì)員權(quán)益e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96

12、487FA84346DE9B4FAF86CB7398.23+0.6=8.83Time(勿刪)三倍積分e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB317

13、4949350BD2.57+0.53=3.1Time(勿刪)e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533

14、5941818B49350BD五倍購(gòu)買力8.83+0.44=9.27Time(勿刪)伊利積分商城e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749

15、49350BD9.27+0.33=9.6Time(勿刪)活力e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533

16、5941818B49350BD9.6+0.27=9.87Time(勿刪)不玩虛的e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533594

17、1818B49350BD6.7+0.97=7.67Time(勿刪)這還不夠e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533594181

18、8B49350BDTime (勿刪)8.1+1.4=9.5e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB73

19、9四場(chǎng)周杰倫演唱會(huì)Time (勿刪)7.6+0.5=8.1e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB73

20、9Time (勿刪)8.1+1.4=9.5e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB739十場(chǎng)明星見面會(huì)

21、Time (勿刪)8.1+1.4=9.5王凱生日會(huì)高圓圓見面會(huì)BABY張亮李晨李晨黃景行e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA8434

22、6DE9B4FAF86CB739Time (勿刪)7.6+0.5=8.1e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FA

23、F86CB739你中意的明星都在這里Time (勿刪)9.5+2.1=11.6沒完還有酷炫IP周邊產(chǎn)品e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E9648

24、7FA84346DE9B4FAF86CB739Time (勿刪)13.7+1.8=15.5同時(shí)這個(gè)夏天為家庭人群定制e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

25、96E96487FA84346DE9B4FAF86CB739Time (勿刪)17.4+0.5=17.9俄羅斯之旅e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB9

26、6E96487FA84346DE9B4FAF86CB739Time (勿刪)18.4+0.5=18.9呼倫貝爾親子游e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

27、96E96487FA84346DE9B4FAF86CB73913.5+0.27=13.77Time(勿刪)差點(diǎn)忘記e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A3878

28、9ABB3174949350BD13+0.5=13.5Time(勿刪)給寶寶e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31

29、74949350BD13.77+0.33=14.1Time(勿刪)準(zhǔn)備的禮物e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31

30、74949350BDTime (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA843

31、46DE9B4FAF86CB739Time (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B

32、4FAF86CB739Time (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86

33、CB739Time (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB7391

34、0.53+0.4=10.93Time(勿刪)講個(gè)重點(diǎn)e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949350BD9.

35、6+0.27=9.87Time(勿刪)現(xiàn)在加入伊利活力俱樂部e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949350

36、BD9.6+0.27=9.87Time(勿刪)享入會(huì)、首購(gòu)雙重大禮e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949

37、350BD9.6+0.27=9.87Time(勿刪)有伊利，綻活力e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949

38、350BD另外，我們還準(zhǔn)備了一只微電影視頻創(chuàng)意好閨蜜秘密篇場(chǎng)景一：她家怎么這么有錢？時(shí)尚女： 我兒子每天一瓶安慕希，看他那嘚瑟樣？（兒子拿著小豬佩奇公仔喝奶 嘚瑟照） 看我給他買的保時(shí)捷，漂亮吧？ 上周我?guī)チ撕魝愗悹柎蟛菰娴每砷_心啦！手機(jī)響起，時(shí)尚女接電話出門，探頭反轉(zhuǎn)： 9月的同學(xué)會(huì)我就不去了，我和我老公要一起去澳門參加周杰倫演唱會(huì)珠圓女：哎呀，你們這么有錢!（做諂媚羨慕狀）時(shí)尚女調(diào)皮地?cái)D擠眼，關(guān)上門。珠圓女收住表情。腦大珠圓的胖女人來(lái)到時(shí)尚精致的瘦女人的家，時(shí)尚女打開相冊(cè)向珠圓女炫幸福場(chǎng)景二：不可能，一定有秘密!珠圓女繼續(xù)瀏覽相冊(cè)（急速、嫉妒狀），呈現(xiàn)四張照片： 兒子騎自行車照、背

39、包上學(xué)照、充氣浴池洗浴照、手持航模照珠圓女思量他們兩口收入，一臉迷惑?！安豢赡埽欢ㄓ忻孛?！”，珠圓女環(huán)視房間墻面，眼光落在墻上兩張照片上（兒子喝安慕希照和兩口子高圓圓簽名T恤照）。珠圓女恍然大悟，急速打開電腦，快搜伊利活力俱樂部，堅(jiān)決點(diǎn)擊，畫面呈現(xiàn)： 入會(huì)禮 會(huì)員禮 尊享禮 發(fā)現(xiàn)閨蜜的幸福都在這里，她與幸福只有一張會(huì)員卡的距離，做開心狀。場(chǎng)景三：一起做會(huì)員，才是好閨蜜珠圓女立即開卡。時(shí)尚女開門，珠圓女秀伊利會(huì)員卡，一副得意樣。時(shí)尚女抱住珠圓女，甜甜地親一口：“都是會(huì)員，我們就可以一起去看演唱會(huì)啦！”場(chǎng)景四：落版有伊利 綻活力現(xiàn)在就加入伊利活力俱樂部記得叫上你的閨蜜喲！二、互動(dòng)活動(dòng)-快速吸引用

40、戶體驗(yàn)伊利家H5活動(dòng)策略全面:涵蓋所有伊利優(yōu)勢(shì)權(quán)益資源直接:采用明星/IP/旅游等利益直接吸睛有效：以邀請(qǐng)好友注冊(cè)形式激發(fā)擴(kuò)散精準(zhǔn):對(duì)會(huì)員興趣標(biāo)簽起到優(yōu)化的作用周杰倫演唱會(huì)王凱生日會(huì)高圓圓見面會(huì)明星前面罩IP周邊產(chǎn)品高溫補(bǔ)貼親子活動(dòng)伊利家活力生活俱樂部?jī)?yōu)惠積分你好，李秋紅我是周杰倫趕緊注冊(cè)伊利會(huì)員來(lái)取票還可獲得入會(huì)首購(gòu)雙重大禮取票選你所選我正在中國(guó)好聲音錄制現(xiàn)場(chǎng)想邀請(qǐng)你參加為我助威你好，李丹我是王凱我想邀請(qǐng)你參加我的生日會(huì)現(xiàn)在注冊(cè)伊利會(huì)員來(lái)報(bào)名會(huì)員日更享雙倍積分報(bào)名或周杰倫演唱會(huì)王凱生日會(huì)高圓圓見面會(huì)明星前面罩IP周邊產(chǎn)品高溫補(bǔ)貼親子活動(dòng)伊利家活力生活俱樂部?jī)?yōu)惠積分選你所選高溫補(bǔ)貼-免費(fèi)送冰棍

41、注冊(cè)會(huì)員領(lǐng)冰棍查看附近冰棍掌柜周杰倫演唱會(huì)王凱生日會(huì)高圓圓見面會(huì)明星前面罩IP周邊產(chǎn)品高溫補(bǔ)貼親子活動(dòng)伊利家活力生活俱樂部?jī)?yōu)惠積分選你所選寶寶給你變魔術(shù)點(diǎn)擊上傳寶寶頭像寶寶將為您變出神秘禮物神秘大禮即將揭秘QQ星果蔬奶一盒會(huì)員平臺(tái)領(lǐng)獎(jiǎng)勵(lì)生成動(dòng)畫發(fā)朋友變變變注冊(cè)送積分積分前x名即獲取周董門票邀請(qǐng)好友注冊(cè)獲獎(jiǎng)概率增倍全部活動(dòng)導(dǎo)流至注冊(cè)頁(yè)三、媒介攔截多維度助推信息觸達(dá)擴(kuò)散鋒線進(jìn)攻以會(huì)員轉(zhuǎn)化最直接的京騰計(jì)劃中場(chǎng)以精準(zhǔn)屬性的朋友圈及信息流進(jìn)行引導(dǎo)后場(chǎng)防守以新聞、論壇、貼吧、問答等進(jìn)行口碑的守護(hù)京騰計(jì)劃(朋友圈)京騰計(jì)劃(PC視頻)微博微信微博KOL知乎問答明星貼吧新聞京騰計(jì)劃(移動(dòng)視頻)京騰計(jì)劃(信息流

42、)京騰計(jì)劃直擊目標(biāo)群體京騰計(jì)劃-騰訊視頻PC+移動(dòng)，曝光及共鳴可同時(shí)定向明星相關(guān)的視頻，如前貼片及相關(guān)資源30S 會(huì)員可關(guān)閉更多詳情京騰計(jì)劃-朋友圈廣告(視頻+H5活動(dòng))，激發(fā)互動(dòng)活力伊利伊利家，品質(zhì)生活俱樂部周杰倫、王凱、高圓圓等明星任你選跳轉(zhuǎn)至H5活動(dòng)京騰計(jì)劃-信息流廣告，輸出口碑伊利派發(fā)周杰倫演唱會(huì)伊利會(huì)員快閃視頻亮相，這么多明星資源助陣點(diǎn)擊測(cè)試你與周杰倫的緣分王凱生日會(huì)門票，伊利平臺(tái)首發(fā)H5趣味引導(dǎo)物質(zhì)利益誘惑視頻情節(jié)新聞化視頻直接曝光一鍵領(lǐng)取高溫補(bǔ)貼一鍵領(lǐng)取高溫補(bǔ)貼夏季保持活力如初的唯一方法一鍵領(lǐng)取高溫補(bǔ)貼高溫出行沒TA怎么行？注：廣告畫面僅為展示，實(shí)際以最終Demo為準(zhǔn)京騰計(jì)劃-信

43、息流廣告，迎合時(shí)節(jié)外圍媒體口碑發(fā)酵人物：黃V、會(huì)員、達(dá)人進(jìn)行重要關(guān)鍵詞埋設(shè) 形式：博文發(fā)布、轉(zhuǎn)發(fā)及評(píng)論區(qū)用文字或表情包#伊利將旗下代言明星共享#求婚版段子戀愛版段子旅游版段子職場(chǎng)版段子生活版段子親子版段子新浪微博碎片傳播，聚話題內(nèi)容：伊利發(fā)起抖音挑戰(zhàn)#用小伎倆追女友# 形式：迎合抖音風(fēng)格，選擇炫愛、求婚場(chǎng)景進(jìn)行拍攝#用小伎倆追女友#講述自己通過伊利會(huì)員平臺(tái)給女友帶來(lái)超越想象的精彩如明星見面會(huì)、俄羅斯之旅、呼倫貝爾的浪漫之旅引發(fā)他人羨慕，模仿選用風(fēng)景旅游類、美食類、生活類、娛樂類型賬號(hào)為主圍繞主題進(jìn)行不同內(nèi)容創(chuàng)作抖音場(chǎng)景渲染，引效仿v內(nèi)容：從情感角度解析流行語(yǔ)，洞察背后故事，結(jié)合場(chǎng)景進(jìn)行例證，喚醒人們對(duì)流行語(yǔ)的認(rèn)同感旅游類美食類親子類情感類營(yíng)銷類KOL小伎倆的浪漫是否值得信任?伊利共享明星資源背后的意義微信KOL情感詮釋，拉認(rèn)同拉新轉(zhuǎn)化創(chuàng)意視頻互動(dòng)活動(dòng)口碑發(fā)酵標(biāo)簽管理功能增設(shè)內(nèi)容優(yōu)化基本互動(dòng)閱讀圖文點(diǎn)擊菜單參加H5客服互動(dòng)個(gè)性開發(fā)互動(dòng)線下活動(dòng)報(bào)名人群互動(dòng)資料分享調(diào)查問卷下載資料推薦關(guān)注自動(dòng)觸發(fā)標(biāo)簽記錄人工補(bǔ)充和修正定義標(biāo)簽觸發(fā)條件根據(jù)常規(guī)用戶行為，自動(dòng)進(jìn)行標(biāo)簽記錄。記錄特