策劃方案分享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我感受我一個(gè)無邊的世界，一個(gè)未完待續(xù)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 淘寶指數(shù)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侶行：Youku together with“極限情侶”張昕宇、梁紅 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愛奇藝優(yōu)酷樂視網(wǎng)迅雷看看土豆網(wǎng) 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廣告位：廣告位：Media E

14、xecution Travel Media旅游攻略已覆蓋全球 418個(gè)地區(qū) 125個(gè)品類已有 23007889 位用戶下載旅游攻略每日有12萬用戶參與評(píng)論互動(dòng)PC注冊(cè)用戶300萬+ ,移動(dòng)用戶:500萬Source:2馬2 蜂窩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攝影愛好者 Timberland brand Ads（Travel channel）手機(jī)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網(wǎng)站類別網(wǎng)站名廣告位置廣告形式預(yù)算(元)百分比IMP總計(jì)CLI總計(jì)CPMCPC視頻優(yōu)土綜藝頻道頁侶行、跟著音樂去旅行節(jié)目15s前貼片400,00040%7,272,72730,76955.0013.00旅游螞蜂窩旅游攻略首頁、目的地首頁通欄、banner150,00015%7,500,00037,50020.004.00女性pclady首頁、頻道頁、樂活專題專題植入、通欄、焦點(diǎn)圖、banner、文字鏈100,00010%16,666,6

18、6735,7146.002.80攝影POCO首頁、旅游頻道頁通欄、banner150,00015%18,750,00050,0008.003.00平臺(tái)mediav聚效平臺(tái)展示類廣告100,00010%166,666,667100,0000.601.00手機(jī)端banner100,00010%178,571,429142,8570.560.701,000,000100%395,427,490396,840備注: 所有廣告位,價(jià)格和數(shù)據(jù)按實(shí)際投放為準(zhǔn)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網(wǎng)站類別網(wǎng)站名廣告位置廣告形式預(yù)算(元)百分比IMP總計(jì)CLI總計(jì)CPMCPC視頻優(yōu)土綜藝頻道頁侶行跟著音樂去旅行節(jié)目15s前

20、貼片100,00025%1,818,1827,69255.0013.00旅游螞蜂窩旅游攻略首頁、目的地首頁通欄、banner50,00013%2,500,00012,50020.004.00女性pclady首頁、頻道頁、樂活專題專題植入、通欄、焦點(diǎn)圖、banner 文字鏈、50,00013%8,333,33317,8576.002.80攝影POCO首頁、旅游頻道頁通欄、banner50,00013%6,250,00016,6678.003.00平臺(tái)mediav聚效平臺(tái)展示類廣告100,00025%166,666,667100,0000.601.00手機(jī)端banner50,00013%89,28

21、5,71471,4290.560.70400,000100%274,853,896226,1451.461.77網(wǎng)站類別網(wǎng)站名廣告位置廣告形式預(yù)算(元)百分比IMP總計(jì)CLI總計(jì)CPMCPC視頻優(yōu)土綜藝頻道頁侶行、跟著音樂去旅行節(jié)目15s前貼片300,00038%5,454,54523,07755.0013.00旅游螞蜂窩旅游攻略首頁、目的地首頁通欄、banner100,00013%5,000,00025,00020.004.00女性pclady首頁、頻道頁、樂活專題專題植入、通欄焦點(diǎn)圖、banner 文字鏈、50,0006%8,333,33317,8576.002.80攝影POCO首頁、旅游

22、頻道頁通欄、banner100,00013%12,500,00033,3338.003.00平臺(tái)mediav聚效平臺(tái)展示類廣告200,00025%333,333,333200,0000.601.00手機(jī)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網(wǎng)站類別網(wǎng)站名廣告位置廣告形式預(yù)算(元)百分比IMP總計(jì)CLI總計(jì)CPMCPC視頻優(yōu)土綜藝頻道頁侶行、跟著音樂去旅行節(jié)目15s前貼片400,00033%7,