mothers day social campaign report母親節(jié)社會(huì)活動(dòng)報(bào)告

#HelloMom#Mother'sDaySocialCampaignReportOgilvyPRMay.2014Mother’sDayisaheartfeltholidaythatemitsmanyemotionsforfamilies.Toalignwiththe“OwnPrenatalstage”strategybymakingpregnantwomenthetargetaudience,unliketraditionalcommunicationanglesthatpraisethehardworkofmothers,Nestléinsteadrelatedtopregnantwomenbydeliveringaseriesofcartoons,showingthehighsandlowsofpregnancy.SummaryPerformanceOverviewWeibo57.65M+impressionsofkeymessages63,729

re-tweets&16,581comments&1,282likesWeChat3.3M+impressionsofkeymessages&22,325

re-tweetsKPICompletion&ComparisonChannelImpressionRe-tweetsCommentsWeiboMother’sDay57,650,000(106.8%)63,729(182.1%)16,581(150.7%)Est.KPI54,000,00035,00011,000C-section52,884,95311,36010,563WeChatMother’sDay3,300,000(110%)22,325(279.1%)/Est.KPI3,000,0008,000/C-section710,020//Total60,950,000(106.9%)86,054(200.1%)16,581(150.7%)OverallFlow@巢媽團(tuán)and@三聯(lián)生活周刊postedoriginalWeibocontentwithicMay9th–May11th三聯(lián)生活周刊releasedanarticle,includingtheiconitsofficialWechataccountRetweetedby10plannedKOLs父母堂、心情簽名、辣媽教室releasedanarticlewiththeicChannelImpressionRe-tweetsCommentsWeiboMother’sDay57,650,00063,72916,581三聯(lián)生活周刊27,348,052（47%ofKPI）39,908(62%ofKPI)7,528(45%ofKPI)WeChatMother’sDay3,300,00022,325/三聯(lián)生活周刊2,938,361(89%ofKPI)8,543(38%ofKPI)/Cooperationwith三聯(lián)生活周刊

ThecooperationwithSanlianLifeWeekmainlycontributedthecompletionofKPIWeiboHighlightsEngaged10influentialWeiboaccountstopromotethecartoonfromdifferentperspectives,leveragingtheirfeelingsandemotionsaboutmessageConsumersexpressedstrongappreciationtotheunderstandingfromNestléWeChatHighlightsAttractive,tailor-madetitlesforeachWeChataccountThecartoongarneredhugeinterest,andmadeanimpactsimilartoanotherbrand’sMother’sDayWeChatincentive-basedcampaignKeyLearningLeveragingtheinfluenceoftopmediasuchasSanlianLifeWeekcanresultinabroaderreachofaudiencesandagreaterresponseUtilizingtailor-madestoryanglescandramaticallyenhancethecontent’srelevancytoconsumersWithafreshanglethat’sbothintere