EMOTION MASTER PLAN How will we arrange ? 9/初 10/初 足够雅痞 THEME CAMPAIGN STAGE KEY INFORMATION VIRAL 说明主张 VIDEO 借助 CELEBRITY POST CREATIVE 明星声量 H5 CELEB -RITY MINI 知乎 口碑维护 话题引爆 深度报道 人为提问并回答关于雅痞的系列问题 微信 GQ MEDIA PLATFORM 黄轩「雅痞改变世界」专题 VIDEO SITE 知乎 互动 「雅痞改变世界」音乐改编征集活动 开眼 虾米 信息流 MONO 平台 KOL 话题打造 Other 潮流 艺术 娱乐 WE- MEDIA SOCIAL MEDIA Media NEWBALANCE15Q3 996CAMPAIGN PROPOSALUPDATE VERAWOM Jun . 13th BRIEF RECAP What we want to do ? OBJECTIVE ? ? ? Re-ignite 996 awareness and product attraction to our TAs Consistently build and communicate 996 differentiation by strengthening its Yuppie and artistic image Boost retail sales for 996 STRATEGY ? ? Continue on leveraging existing TA image for 996 of Yuppie and Artistic Search out for smart collaboration with brand / celebrity / KOL which fits 996 character to create relevant social buzz TARGET ? ? CITY YUPPIE Core age group : 25-35 Male DELIVERABLES ? ? Ideation of the campaign Campaign KV (mandatory) for OOH MEETING COMMENTS How we improve ? ? 雅痞的性格是混合体，是一种精确配比（96%雅+4%痞）的生活方式。我们需要整合的去表达这个概念，修改独辟蹊径在痞上的活动主题 ? 与品牌跨界合作的方式，去更多的体现NewBalance的品牌精神及更多996的产品露出 OUR TARGET City Yuppie 城市雅痞 Yuppie 字源是「yup」也就是「young, urban, professional」的缩写 他们是一群活在城市里，具有强烈文化气息的“生活痞子” 他们是低调、伴有趣味、拥有自己独特的审美信念、懂得享受生活、不盲从于众、气场笃定的有品位之青年