【营销星球-私密】20190611-Lay'sBeyondPCDigitaCampaignProposa2ndround_CCE0410

BeyondPCAnnualDigitalCampaign2ndRoundProposalApr.10thAgenda?Lay’sBeyondPCCompetitorSummary?OtherWinningCasesSharing?ConsumerInsights?Lay’sBeyondPCAnnualCommunication?Lay’sFFDigitalCampaignRollout?KPI?TeamStructure?AppendixBeyondPCCompetitorSummaryKeyCompetitorMediaStudySummary卡乐薯妙脆薯呀！土豆！百乐滋MediaSpendingObjectiveLandingPageMediaMix?2,710,000RMB?YHD?AdNetwork?2,670,000RMB?Portal/Video/SNS?VideoSite?SocialPlatform(WechatAccount/LocalBBS)?CampaignSite?CampaignSite?YHD?Leveragingcelebrity’spopularityamongTAtopromotingnewtaste,helptobuildupbrandawareness&Topofmind.?Amplifythebrandawarenessviavideo.?Deliverthekeymessage“health/happy/goodtaste”tobuildupbrandawareness&Likability?BaseontheirWechataccounttopromotenewproductlaunch,directsales.DataSource:iAdTracker2013~Dec.2014?0RMB?10,280,00