fiji water communication plan2018斐濟水務溝通計劃

FIJIWater2018COMMUNICATIONSPLANGenudite|June2017AGENDABACKGROUNDCHANLLENGES&RECOMMENDEDTACTICSCOMMUNICATIONSTRATEGYCOMMUNICATIONPILLARSKOLRECOMMENDATIONBESTPRACTICESFROMOTHERBRANDS1BACKGROUNDFIJIWaterwasbornoutofthedesiretosharetheearth’sfinestwaterwiththeworldandtoinspireanauthenticlifestyleexperiencetoitscoreconsumers.Foryears,FIJIWaterhassuccessfullypositioneditselfasahigh-endwaterbrandforexcellenceandpurity,andcontinuouslydeliveredbrandmessagesthatstayedtruetoitscoreDNA.BottledattheSourceFIJIWatercollectsinanancientartesianaquiferdeepwithintheearth,whereitisprotectedfromexternalelements.It’sthewaynatureintendedwatertobe.UntouchedbyManNaturalpressureforcesFIJIWatertowardsasealeddeliverysystemanddirectlyintothebottle.Untouchedbyman.Untilyouunscrewthecap.Soft,SmoothTasteAstropicalrainslowlyfiltersthroughvolcanicrocks,itgathersthemineralsthatgiveFIJIWateritssignaturesoft,smoothmouth-feel.FIJIWATERBRANDATTRIBUTESHoweverafteryearsofsuccess,thebrandisnowfacedwithnewchallengesthatareboundtoaffectitsfuturesuccessinChina.2CHANLLENGES&RECOMMENDATEDTACTICS[CHALLENGE#1]LackofStrongDistinction.Actually,BottledattheSource,UntouchedbyManandSoft/SmoothTasteisveryuniqueandkeyforFIJIWater.ButthesearenotenoughstrongtodifferentiateFIJIWaterfromotherwaterbrandsandenoughstrongUSPtodominatetheMKTinChina.ItisessentialforFIJIWatertoownadistinctidentitythatentertaintheyoung/newgeneration,andkeeptheloyalconsumersinparallel.[Guideline#1]PushOurIdentityofFashionandHigh-endLifestyle.Whilemostwaterbrandsembodygeneralimageofwater,suchaspurity&uniquemouth-feel,currentlytherearenobrandsthatownandcommunicatetheuniqueandinspiringcharacteroffashionandhigh-endlifestyle.WebelieveFIJIWaterhastheopportunitytoembodyanddiffuseanauthenticandaspirationaliconicimageofFashionandhigh-endlifestyle.[CHALLENGE#2]LackofAbundant&NewContent.WhileFIJIWaterbrandhassuccessfullytranslateditsbrandattributesinitscommunication,thebrandhaslackedofnewcontenttofurthercommunicatewithcurrentyoung&trendyconsumerwhoseekbrandswithengagingcontentthattheycanconnectwith.[GUIDELINE#2]Injectnewnesswithinfluencercollaborationsandcreativestyling.Wemustfindbalancebetweenourbrandattributesandmoderninnovativetechniques.Itisessentialtoconnectwiththecurrentconsumers,andtodosowemustcontinuouslyreinterpretouridentityandshowcaseourbrandinaninnovativewaysoastoconnectwithandinspiretoday’sconsumers.All-in-all,thesechallengesleadustotwocoreobjectivesthatshalldriveallourcommunicationsinitiatives.[OBJECTIVE#1][BRANDOBJECTIVE]ContinuetobuildthebrandawarenessinChinaandrefreshthebrandimagebyinjectingcontemporarydesirabilityandattitudetowardsthebrand,whileemotionallyconnectingwithourconsumersespeciallyfortheyoungergenerations.[OBJECTIVE#2][BUSINESSOBJECTIVE]EstablishnewstyleidentitiesbypromotingiconicproductsSoastocreateproductdesirabilityanddrivetrafficfinallytoboostsales.3COMMUNICATIONSTRATEGYCOMMONUCATIONSTRATEGYUsesocialmediaplatformsasacoretooltocreatebrandhypeandmomentum.2.LeveragelargescalePReventstobuilduppremium&authenticbrandimages.3.EstablishnewiconicproductimagethroughongoingPR,socialmediaandinfluencersoutreachprogramsetc.PUBLICRELATIONSTRATEGY[STRATEGY#1][STRATEGY#2][STRATEGY#3]TAILOR-MADECREATIVECONTENTQUALITYvs.QUANTITYEFFECTIVEAMPLIFICATIONMorereadableandeditorial-stylecontentcomparedwithtraditionalbrandedadvertorials;creativeanglesandshootingofproductsfromdifferentmediatitlescateredtotheirowntargetreadersandlocalizedglobalcontenttobetterrelatetotargetconsumers.Brandfirstapproachwillalwayshaveusseekoutqualifiedcelebritiesandkeyopinionleaderstomaximizeourbrand’sinfluenceandthevisibilityofourProductstoresonatewithourtargetaudience.Awin-wincreativemediapartnershiporeventsponsorshiptomaximizePRreturnsthroughexclusivecontentgenerationandensuringmaximizationofourmessaging.SOCIALMEDIASTRATEGY[TONE&MANNER][CONTENT][OUTREACH]STRONGATTITUDEINJECTIONLIFESTYLE-DRIVENCONTENTCREATIONTARGETEDKOLCOLLABORATIONInjectclearpersonalityandattitudethatreflectsFIJIWaterbrandDNAandstylestatementstowardsourWeiboandWechataccounts.Ayoung,urban,stylishandinspirationalpersonalityshouldbeshapedandconsistentlyprojectedthroughoutourday-to-daycommunications.ItiscrucialtoidentifythemostrelevantKOLcandidatesthathavesharedvalueandprojectedattitudeofFIJIWaterBrandDNA.LeveragetherightmixofKOLsforbothbuzzgenerationandmorein-depthcreativecollaborations.Expandingfromourkeybrandattributes,itisessentialtocommunicatehowtheFIJIWaterlifestylestatementsareembodiedinpeople’sdailylife.Arightmixofseasonal/festivaltopicswillbeappliedtogeneratemorelocalrelevancy.xHOLISTICAMPLIFICATIONContinuetobuildthefanbasesonsocialmediaplatformsandcreaterelevantcontenttoenhancethebrandaffinity;EngagesocialKOLsandusedifferentsocialcreativeforkeyinitiatives.SOCIALMEDIAOngoingmediaoutreachthrougheditorialpitch,productshooting,interviewpitchtomaintainthebrandawarenessonkeytitles.PUBLICRELATIONSIn-depthpartnershipswithselectedtitles,andfullyutilizetheirmulti-platforms,includingprint,EPR,socialmedia,andVIPresource.CREATIVEMEDIAPARTNERSHIPSCreateengagementandinteractionswithdifferentcelebrities/KOLsthroughofflineevents,productseeding,mediashooting,etc.CELEBRITY/KOLENGAGEMENTLeverage/CreateLargeScalePReventstobuilduppremium&authenticbrandexperiencetoenhancetherelationshipwithcurrentandpotentialcustomersEVENT/INITIATIVESSeekopportunitytosponsortrade,media&consumerevents;maximizebrandpresencetoestablishtheiconofthebrand;PartnershipwithrealityshowprogramtofeatureFIJIWateryifpossible.SPONSORSHIP4COMMUNICATIONPILLARS[INSIGNHTS]BottledattheSource,UntouchedbyManandSoft/SmoothTasteareveryuniqueandkeyforFIJIWater.Itisbelievedthatloyalconsumersaddictedtotheseattributes,buttheyarenotstrongenoughtodifferentiateFIJIWaterfromotherimportedwaterbrandsandtheyarenotenoughstrongUSPtodominatetheMKTinChina.Andonthetopofit,theyarenotenoughtocatchnewgeneration’sattentionandrecruitnewconsumers.ItisessentialforFIJIWatertoownadistinctidentitythatkeepitshigh-endpositionfortheexistedconsumersandentertaintheyoung/newgenerationinparallel.[INSIGNHTS]Socialplaysaveryimportantroleinourdailycommunication,especiallyfortheyoungergeneration.Thankstosocial’sviruseffect,FIJIWater’sgoodimagehasbeenwelldeliveredtothenetizensthroughweibo,wechat,instagram,facebookandtwitter.Inyoungergeneration’seyes,FIJIWateristreatedasthehigh-endandpremiumsymboloflifestyle,whichwelllinkedwithfashion,entertainment,celebrityandsocialites.GoodTasteisnotonlyfortheproduct,butalsofortheirperspectivetoFIJIWater.[CONSLUSION]Basedonnetizens’socialbehavior,wecanfindthatmostofnetizensliketoputFIJIWaterindifferentoccasionsoftheirlife,sharingtotheirfriendsinordertoelevatetheirlifestyle,demonstratetheirdifferenationfromothers.YOUARESPECIAL–InChina,FIJIWateristreatedasoneofthesimplest#TAGs#tohelpconsumerstorealizethedistinctidentificationthattheyownthesamehigh-endlifestylewiththeFIJIWaterloversjustlikecelebrity,icons,socializes,andetc,whichisalittlebithigherstandardcomparedwithotherpeoplearoundyou.InordertoshapetheiconicimageofFIJIWaterthatdifferentiatesitfromothers,thishasinspiredustocreateaconsumer-centricover-archingmessage,whichwebelievecommunicatesourdistinctionandiscompellingforourcoreconsumers.[2018THECREATIVEPLATFORM]#BLUEISTHENEWBLACK#“斐”比尋常Weaimtocreateanintriguingexperienceandbringtolife,our“BLUEISTHENEWBLACK”messageacrossallourcommunicationsin2018.

GlobalBrandMessageDiscovertheEarth’sFinestWaterSource,Untouched,TasteKeyBrandAttributesCreativePlatform#BLUEISTHENEWBLACK#“斐”比尋常ToptoBottomApproachStrategytoExecutionOngoingPRSupportFIJIWaterLong-termPartnershipPR&MediaRelationships,SocialMedia&KOLEngagement,TradeCommunications,Sponsorship&Partnerships,ProductPlacementFIJIWaterCelebrityEngagement2018KeyBrandInitiatives4KeyPillarsEpicurean,Fashion&Beauty,Health&Fitness,Lifestyle&Entertainment.FIJIWaterEventsProposed2018FIJIWaterCommunicationArchitectureFIJIWaterSponsorshipStemmingfromthis,wedeveloped4corecommunicationpillarsthatwillserveasthefoundationofallFIJIWatercommunicationswhileensuringconsistencyandcohesivenessthroughoutourbrandexpressions.FIJIWaterCommunicationPillarsVogueelleHarper’sbazaarFIJIWaterCelebrityEngagementFIJIWaterLong-termPartnershipFIJIWaterEventsFIJIWaterSponsorship[PILLAR1]#FIJIWaterCelebrityEngagementPartnerwithoneselectedmediatoinviteacelebritytoshootavideo,featuringFIJIWater.Photos/VideosfromtheshootingwillbeexhibitedandamplifiedonWeiboasthecampaign#BLUEISTHENEWBLACK.Aseriesofshootingvideotofeaturecelebrity’sdailylife,withFIJIWateraroundinthescene,unveilingtherealcelebritybehindthecamera.Hencetoadvocatethethemeof“Blueisthenewblack”Mainscene:FIJIWaterappearsathisworkingplaceFIJIWaterappearsathishome/usingFIJIWatertocookinkitchenFIJIWaterappearsinhisgymbagwhendoingsportsexercises

VideoContent-CelebritymendationZhangLiang-ChineseSuperModelBirthday:1982/03/26Height:188cmAfamoussupermodel.HeisthefirstChinesewhoascentMilanFashionWeek.Beforehismodelcareer,hehadbeenacheffor5years.Heroseinfamein2015whenhewasfeaturedontheTVrealityshowDad!Wherearewegoing,hasbeenchosenasthespokesmanofKFC.TheTVprograminvitesyoungcelebrityfathersandtheirchildrentospendafewdaysinruralplace.IthaseoneofthehottestTVshowandZhangLiangisoneofthemostbelovedfatherintheshow,whichmadehimstandingoutasoneofChina'shottestyoungactorandalsowonhimhordesoffans.Weibofollowers:236,672,735-VIDEOMOODBOARD-FIJIWaterStyleShowcasingthehigh-edn&premiumlifestylesthatFIJIWaterhasrepresented&inspiredtoitsconsumerstofurthercommunicate2018’skeymessageof“BLUEISTHENEWBLACK”

[Story1]Fashion&Beauty:CreativeshootingCooperatewithonefashionmediapartnerandinviteafashionphotographertodosomecreativestreetsnapswithFIJIWatertohighlighthow/where/whentheFIJIWatershouldbeworn.Engagefamouscelebrity(ZHANGLIANG),KOLsandtopfashioneditorswhoresonatewithFIJIWaterimagewithcreativeshootingtomaximizethevisibilityofFIJIWaterintheFashion&BeautyindustryandcreateanimagethatFIJIWateristhehottestfashionaccessoriesinChina,tore-emphasisthecoremessagethat“BLUEISTHENEWBLACK”.

[Story2]Health&Fitness:ProductSeedingAsetofcreativeshootingsofFIJIWater,featuringtheFIJIWaterwhendoingthesportstopresenttheversatileandstylishofFIJIWaterinordertocreateasocialhypeatthebeginning.TocollaboratewithfitnessstudiotofurtherenhanceFIJIWater’svisibilityintheHealth&Fitnessfield.Toinitiateanonlinephotoshootingcampaignas#BLUEISTHENEWBLACK#inWeibotoinviteconsumertoshareandparticipate.EngageCelebrities,KOLsandtopfashioneditorstoalsoparticipateinthiscampaignbydoingproductseedingintheirWeiboplatformtocreateanimagethatFIJIWaterisanindispensablefriendwhenyouarestrivingforfitness.[CreativeMediaPartnership#1]LifeStyleCirculation:650,000perweeklyWeiboFollower:6,984,306AsavanguardfashionmediainChina,itisquitepopularamongreadersindifferentkeycities.Itsuniquepositionleadstoaparticularsegmentconsumermarketandownsaquitelowcrossratewithgeneralnewspaperandtradenewspaper,whichshowsitsmarketexclusivity.Besides,itisahigh-endlifestylenewspaperwithaabundantcelebritiesresources.[CreativeMediaPartnership#2]GQCirculation:854,000permonthlyWeiboFollower:

762,768GQisadefinitivemen’smagazine,withstyleadviceandtips,entertainmentandculturenews,andmore.It’squicklyestablisheditselfasthemostsuccessfulmonthlymen’smagazineinChina,intermsofcoverageandmarketretailperformance.Itsscopeappealstoalltypesofmen,fromrecentcollegegraduatestobusinessexecutives.[PILLAR2]#FIJIWaterPartnershipPartnerwithselectedgympartnertodeliverFIJIWaterthehigh-endlifestylepositioninChina,andhighlight“FitnessandHealth”thisconcept,inordertodeliverFIJIWater2018newcreativeplatform“Blueisthenewblack”toconsumers.Tolong-termpartnerwithselectlifestylehousewithhighreputationinordertofurthercreatebrandawarenessanddrivebrandemotionalaffinityamongsttargets.Andalso,highlight“FitnessandHealth”asthemostimportantpartincommunication.Leveragepartner’sgooddatabasetorecruitnewconsumersanddeliverFIJIWater2018newmessage“BlueisthenewBlack”

FIJIWaterLong-termPartnership[Long-termPartnershipmendation]DongTianLifestyleHouseTonyLiDongtianChinastopstylistandgodfatherofthecountrysmake-upindustry.enjoysincredibleinfluencingpoweronfashionstylingcommunityandfashionlovers.knownbyhissignaturesmile,Tonyseemsneverrunoutofcreativityandpassion.Now.DongTianisanintegratedhousewithvariousofbusiness,includingStyle,Fashion,Epicurean,Gym,Media,etc.[PILLAR3]#FIJIWaterEventsDiscoveranewsideofFIJIWaterbyfollowingFIJIWatergaladinners&earthhourevent.YoucouldexperienceauthenticlifestyleandexploreFIJIWater’sbehind-the-scenestories.

[Event1]FIJIWaterGalaDinnerTohost1-2biggaladinnerintheTier1cities(TBC)andTier2cities(HZ,CD).TodiscoverthefanciestsensoryexperiencetoorchestrateadinnerfeaturingauniqueculinaryjourneypairedwithFIJIWater.Engageonecelebrity(ZhangLiang)whowillcookthedinnerforthemedia&guestssoastocreateonlinebuzz.EngagekeymediatoenjoythisunparalleledexperiencewithFIJIWaterthroughvision,smell,taste,touch.-FIJIWaterGalaDinner-#BLUEISTHENEWBLACKTheContentFIJIWatertohost1-2biggaladinnerintier1(TBC)andTier2citiesthemedon“BLUEISTHENEWBLACK”.Onecelebrity(proposedZhangLiang)isinvitedtocookforthegueststoresonatewiththekeymessagetocreateonlinebuzzandgeneratePRvalue.Throughonsitedecoration,music,design,andinspiredcuisineandcocktails,FIJIWaterGalaDinnerwillprovideaninnovative&stylishenvironmentfortheinvitedgueststoexplorethecontemporary&trendycharacteristicsofFIJIWater.Engagekeymediatocreateengagingandcompellingcontendtogeneratein-depthPRcoverageEngageKOLtomaximizeonlinebuzzanddrivebrandaffinity=================================-Maximizedby:Celebrityengagement,PressRelease,Creativemediapartnership,Socialmediaengagement------------------------------------------------------------------------------*Celebrity&KOLengagementfeeandcreativemediapartnershipfeemayoccur[PILLAR4]#FIJIWaterSponsorshipMaintainkeytradesponsorshipsandfurtherenhanceconsumerdrivencommunicationsandcontinuetosponsorhigh-endanddistinguishingeventswithstrongmarketinfluenceinlinewiththecreativeplatform“BLUEISTHENEWBLACK”.

[Story1]TradeCommunicationsContinuetosponsorkeytrademediaeventstomaximizebrandawareness&productdesirabilityinkeytrademediatitles:<GrandHotels>/<Timeout><that’sfamily>/<CityWeekend>ContinuouslyestablishFIJIWateraspremiumimportedbottledwaterbrandamongtargettrademediabydominatingthevisibilityofimportanttradeeventsinallkeycities.

[Story2]Media&Consumer-drivenCommunicationsSponsorselectedhigh-qualitymediaeventswithstrongmarketinfluenceandgoodPRreturntoreinforcebrandpresenceinthemarket.Sponsorvarioushigh–end&trendyconsumereventsthatareinlinewithcreativeplatform“BLUEISTHENEWBLACK”tofurtherdrivebrandawareness.ProposedConsumerEvents:Fashion–ShanghaiFashionWeekEntertainment–GuangzhouCentralParkMusicBeauty–Biothem/Kiehl'sNewproductlaunchLifestyle–Musicalfestival,CelebrityWedding,FilmFestival/PremierSport–ColorRun,HSBCGolf5KOLRECOMMENDATION-KOL&GRASSROOTSCATEGORY-FASHION??Keyproductspush??Streetsnapshots??Fashionshow??StylingtipsENTERTAINMENT??Celebrityaccessories??Socialhottopics??Festivalsandhottopics??EmotionalstoriesoftheyounggenerationEPICUREANSPORTSLIFESTYLE??HealthyandFitGoodatsportsPositiveattitudetowardslifeUrbanandcontemporary?EnergeticlivingattitudeTravelinstyle??Alwayson-the-go??Haveagoodtaste??Activeonsocialmedia??FoodcookingclassFoodpairingtips6BESTPRACTICESFROMOTHERBRANDS[EVIAN]-LiveYoungCampaign-BETCPariseveryyearwillcreateaninnovationadvertisingcampaignfeaturethe“EvianYoung”theme.BabieshavebeenusedinEvian’sworksinceBETC'sfirstcampaignforthebrand,'Waterbabies'in1998featuringbabiesperformingwaterballet.ThisencountercapturesEvian’svisionofyouth,whichismostofallanattitude,anopennesstotheworldandtotheunexpected,regardlessofage.Launchedasaweb-centricadcampaign,EvianBabiesquicklybecameaviraltour-de-forceandwonh