FRESH HANDMADE COSMETICS

DEAR CORAL: PLEASE REMAIN COLORFUL

CHEN QI

DIGITAL-DOMINANT, OFFLINE-ONLINE-INTEGRATED, SOCIALLY RESPONSIBLE CAMPAIGN

08152015

TARGET AUDIENCES

18-45 MIDDLE-UPPERCLASS WOMEN

1

2

3

4

NO HARM FROM NATURAL COSMETICS

LIVE IN ORGANIC LIFSTYLE

RELAXING CARE FROM FRESH PRODUCTS

SPECIAL NEEDS

IDEA DEVELOPMENT

LUSH FEATURES

LUSH CORE VALUE

CAMPAIGN SEQUEL

OCEAN PRESERVATION

CORAL

IDEA DEVELOPMENT

COLORFUL PRODUCTS

CORALUSE PRODUCTS

AS PAINTS

CUSTOMER ENGAGEMENT

POST WORK & WIN

TACTICS *OFFLINE*

RENT SPACES AT MALLS

WEEKEND, DJ

INVITE TO PAINT CORAL DRAWING & SIGN PETITION

TAKE PICTURES & POST ON FB TO WIN TRIP

NEW PRODUCT PROMOTION

EARNED MEDIA

TACTICS *Online*FACEBOOK

WEBSITE

BLOGS

SEO

ADWORDS

EVENT POST SUGGESTED CONTENT

GROUP

CAMPAIGN SECTION DRIVE-ACTION PARTS

LUSH BLOG ENVIRONMENTAL BLOGGERS

LOW-COST SEO TOOL WEBSITE, BLOGS

DIFFERENT KEYWORDS DIFFERENT VERSIONS

MULTIPLE ENGINES

KPI-ULTIMATE INDICATORE

HARD METRICS

PROFIT, SALES, MARKET SHARE

SOFT METRICS

AWARENESS, FAME, ENGAGEMENT

KPI-direct INDICATORESOCIAL MEDIA

LIKES, SHARES, IMPRESSIONS,COMMENTS

SEO RANKING, TRAFFIC

ROI AD SPENDING/ GROSS SALES

WEBSITE TRAFFICS, CONVERSION,

ONLINE ACTIONS

SE ADS IMPRESSIONS, CTR

BUDGET

450,000 DOLLARS

SITE & DJ 300,000

BLOGGERS 50,000

SOCIAL MEDIA AD 50,000

SEARCH ENGINE 7,500

SEO 10,000

ADWARDS 10,000

SUMMARY

SAVE CORALS

RAISE AWARENESS

ONLINE BUZZ

OFFLINE PAINT

SOCIAL RESPONS-

IBLITY

COLORFUL PRODUCTS

LUSH