【营销星球-私密】20191031-Lipton2017oneyearpanRCG

2017LiptonDigitalPlanBRIEFRECAPBRIEFRECAPOneYearPlanKUNGFUTEALaunchDevelopthesocialcampaignplanforfullyear2017basedontheinnovationplan(needtoidentifyconsumerinsightsandproductrole)DevelopthesocialcampaignplanforbiggestinnovationKungfuEngagemoreconsumer,thenpurchaseSTRATEGICTHINKINGIMCECOSYSTEMUNIFICATIONMESSAGEINNOVATIONSUCCESSFULCOMMUNICATION我们如何衡量??一个全年?沟通的成败OURAPPROACH?“Don’twalkonby”...?insteadengagingpositivelywiththeworldaroundyou,justfeelsgood?“WeencouragetheworldtoLivelifetheTeaway”TheBrandPOV/PurposeBrandDiscriminatorWearethe‘Bright’teabrand,?whichgivesyoupragmatic&positiveexperienceBrandPersonalityVIGOROUSIMAGINATIONRELIABLEPOSITIVELIPTONBRANDInabusyworld,inwhichmanypeoplearedefaultingtoindifference.‘Tea’peoplebringoutthebestinthemselvesandinothers.Liptonencouragespeopleto