【营销星球-私密】20191113-MikaformagiftingIMCproposa-byReaod-1115

AGENDAOBJECTIVESTRATEGICTHINKINGCREATIVEIDEAS&MEDIAAMPLIFICATIONROADMAP01020304OBJECTIVEContributetotheX-mas&CNYsalesCONSIDERKNOWBUYBoostMilka’sbrandawarenessinChinaBuildMilkaasatop-of-mindgiftingchoicevs.competitors(Ferrero&Dove)Beforegettingintoourcampaignidea,LetusfirstsharesomeinsightsabouttheconsumerandMilka.TheculturaltensionofChinesesshynessonexpressingtruefeelingstolovedonesCONSUMERINSIGHTDatasource:《中国式情感表达方式报告》Q:Doyouthinkit’sessentialtoexpressyourtruefeelingsdirectlytoyourlovedones?TRUEFEELINGEXPRESSIONSYNDROME（情感表达尴尬症）29.1%25.3%45.6%71%ofyoungadultsbelieveit’snecessarytoexpresstheirtruefeelingsdirectlytotheirlovedones,but2/3ofthemcan’tfindacomfortableway.Necessary,butIfeelembarrassingdoingthatandcan’tfindacomfortableway.Notnecessary,webothknowitwithoutspeakingout.Necessary,andIcanfin