雀巢&宝宝树2017年战略合作方案NestléThreeKeyStrategicplanswithBabytreefor2017BusinessObjective:Growmarketsharetobecomethe#8IMFbrandinChinain2017MarketingObjective:Re-inventthedemandgenerationmodelfromdoctorcentrictoMomcentricby•Recruitingnewuserrecruitmentwithafocusonresearchingmoms(mainlyduringpregnancy)•Increasingconsiderationtobecome#1or#2consideredbrand2.CRMBuildademandgenerationenginefornewcategoryusers1.BRANDBUILDINGRepositionthebrandtobecome“Mom’spartnerinbreastfeedingthatmakesherfeelawesomeinprotectingherbabytothrive”forthrivingresearcherMoms3.COMMERCEPrioritizeeCommerceasthekeygrowthchannel1.Campaign2.AlwaysonCollaboration3.KOLMatrixBRANDBUILDINGCreatetargetedcutthroughdigitalandmobilefirstcampaignsthatbuildqualityconsiderationGenerateengagingalwaysoncontent&programsthatdriveconsiderations&keepNINtopofminduntilBFtransitionCollaboratewithtrusted3rdpartycontentcreatorstobuildtrust,reachandengagement1.BrandBuilding——CampaignRebirthCampaign传播节奏规划ESTABLISHCONNECTACTION(on-going)记录温柔时刻Rebirth专题（视频+产品沟通）征集温柔时刻（互动+产品沟通）时光话题#温柔时刻#母爱展览馆内容二次传播（情感沟通+产品沟通）母爱专栏温柔即是强大ESTABLISH资源推荐：宝树风向标&孕育风向标宝树风向标资源示意孕育风向标资源示意平台：PC+APPESTABLISH阶段目标ESTABLISH阶段要点品牌新定位沟通，建立认知黄金位置，强势曝光CONNECT资源推荐1：雀巢照片秀活动“记录温柔时刻”平台：孕育&小时光CONNECT阶段目标CONNECT阶段要点与用户深度交互，感性传达用户行为，内容产出CONNECT资源推荐2：时光话题#温柔时刻#记录#温柔时刻#小时光时光活动鼓励用户形式记录家妈妈温柔时刻，并以#温柔时刻#为话题，上传照片至小时光，并集合至雀巢温柔时刻标签聚合页小时光照片上传信息流推荐位活动标签温柔时光内容聚合页面超级能恩独家开放ACTION(on-going)资源推荐1：母爱展览馆平台：孕育&小时光&MstyleACTION阶段目标ACTION阶段要点内容广泛传播，影响更多人群多平台立体式传播ACTION(on-going)资源推荐2：母爱专栏品牌介绍优秀摄影•平台：宝宝树名汇•月发行量：300,000ImportedNAN：“母爱制造”倒数揭秘母爱制造，上市倒计时3天ImportedNAN：“母爱制造”...
