mothers day social campaign report母亲节社会活动报告.pptx

#HelloMom#MothersDaySocialCampaignReportOgilvyPRMay.2014

Mother’sDayisaheartfeltholidaythatemitsmanyemotionsforfamilies.Toalignwiththe“OwnPrenatalstage”strategybymakingpregnantwomenthetargetaudience,unliketraditionalcommunicationanglesthatpraisethehardworkofmothers,Nestléinsteadrelatedtopregnantwomenbydeliveringaseriesofcartoons,showingthehighsandlowsofpregnancy.Summary

PerformanceOverviewWeibo57.65M+impressionsofkeymessages63,729re-tweets16,581comments1,282likesWeChat3.3M+impressionsofkeymessages22,325re-tweets

KPICompletionComparisonChannelImpressionRe-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@巢妈团and@三联生活周刊postedoriginalWeibocontentwithicMay9th–May11th三联生活周刊releasedanarticle,includingtheiconitsofficialWechataccountRetweetedby10plannedKOLs父母堂、心情签名、辣妈教室releasedanarticlewiththeic

ChannelImpressionRe-tweetsCommentsWeiboMother’sDay57,650,00063,72916,581三联生活周刊27,348,052（47%ofKPI）39,908(62%ofKPI)7,528(45%ofKPI)WeChatMother’sDay3,300,00022,325/三联生活周刊2,938,361(89%ofKPI)8,543(38%ofKPI)/Cooperationwith三联生活周刊ThecooperationwithSanlianLifeWeekmainlycontributedthecompletionofKPI

WeiboHighlightsEngaged10influentialWeiboaccountstopromotethecartoonfromdifferentperspectives,leveragingtheirfeelingsandemotionsaboutmessageConsumersexpressedstrongappreciationtotheunderstandingfromNestlé

WeChatHighlightsAttractive,tailor-madetitlesforeachWeChataccountThecartoongarneredhugeinterest,andmadeanimpactsimilartoanotherbrand’sMother’sDayWeChatincentive-basedcampaign

KeyLearningLeveragingtheinfluenceoftopmediasuchasSanlianLifeW