2019鞋类CampaignPlan创意.pptx

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1、19Q2 JUN RN HYPEALPHAEDGE 4D CAMPAIGN PLANAPR.2019OBJECTIVECOMMUNICATION STRATEGY MESSAGE HOUSEAMPLIFICATIONAPPENDIXALPHAEDGE 4D PARLEY#EF5199ALPHAEDGE 4D TRIPLE WHITE#EF3455ALPHAEDGE 4D BLACK/GREEN#EF3453ALPHAEDGE 4D WHITE/GREEN#EF345401 JUN 201901 JUN 201908 JUN 20193WHSOREC6891153454,9798302,4893

2、,9226541,9611826304884SKU:4+1 SI QTY:28KNSV:70 MIOAPRRN HYPE ALPHAEDGE 4D#CG5526(M),#AQ0742(W)01 JUN 2019ALPHAEDGE 4D LEFTOVERS3,6547834222Covered By RFTOBUYER PROFILE1.PRE-BUY MECHANISM2.FOCUS ON TECH INNOVATION3.AESTHETICS OF THE SHOE1.HIGH PRICE POINT2.WEIGHT&COMFORT ISSUES3.LATE EMBARGO DATEPURC

3、HASER PROFILE1.PREMIUM SNEAKER HEADS2.HIGH INCOME3.OLDER AGE GROUP4.LIVE IN KEY CITIESSTRATEGYWHAT WORKED WELLWHAT DIDNT WORK WELLDRIVE TECHNOLOGY STORYPLAY UP STYLE&LIFESTYLEGO BEYOND RUNNINGINTO PREMIUM HIGH END COMMUNITIESATTACK THE 4D FANATICSJUN19Q1 MAR ALPHAEDGE 4DALPHA ATHLETESNEAKER HEADTECH

4、NOLOGY/INNOVATIONPresent ALPHAEDGE 4D as the most advanced and cutting edge FTW technology toAPRCOMMUNICATION OBJECTIVEMAKE A STATEMENT OF INNOVATIONGENERATE HYPE&EXCITEMENT BEYOND THE SNEAKER COMMUNITYDRIVE SELL-THROUGHS T E PO N T O T H EF U T U R E6BRAND CONCEPTS COMMUNICATIONS穿梭矢量未来TECHPERFORMAN

5、CESNEAKER+STYLEVertical media to talk about the potential for 4Ds technology to enhance their performance(precisely tuned).STRATGEYAPRCLUSTER COMMUNICATION STRATEGYTO POSITION 4D AS THE ULTIMATE HIGH-END PREMIUM FOOTWEAR OF ALL SNEAKER S T E P O N T O T H E F U T U R E穿梭矢量未来穿梭矢量未来Take-awayThis is a

6、highly beneficial technology to bring out the best in personal performance.Talk about how advanced and innovative the process with loads of scientific research and expertise&talk about the process of the printing and how limited and exclusive this technology isTo communicate that this is next-level,

7、ground breaking,never before done technology from anyone but adidas To build 4Ds unique midsole&design as an icon of the premium and high-end fashion style communityTASeeding exposure in the high-end super premium and stylish community circles.STEP ONTO THE FUTURESTEP ONTO THE FUTUREADIDAS OFFERS LI

8、MITED&EXCLUSIVE 4D TECH FOR SNEAKER WITH THE MOST ADVANCED INNOVATIONALPHAEDGE 4D LAUNCH IS SUPER PREMIUM AND STYLISH 1 PR DISTRIBUTION（5.21 EMBARGO）TECH KOL/MEDIA SEEDINGMEDIA COOP X ZHIHUMEDIA COOP X GUOKRPREMIUM CELEBRITY&STYLISH KOL SEEDING MEDIA COOP X DU&SIZEMEDIA COOP X LOFFICIALPR DISTRIBUTI

9、ONSNEAKER MEDIA FREE PITCHEST.IMPRESSION:170,000,000EST.MEDIA VALUE:750,000EST.COST:650,000EST.IMPRESSION:230,000,000EST.MEDIA VALUE:1,500,000EST.COST:750,000TECHPERFORMANCE(ATHLETE)MESSAGEACTIVATIONCHANNELKPICLUSTERTIMINGTECH MEDIA/KOLPREMIUM CELEBRITY&STYLISH KOL/TRENDY MEDIASNEAKER MEDIA/KOLAPRPR

10、 ROLL-OUTMAY 21 JUNE 14SNEAKER+STYLE4DS TECHNOLOGY IS TO ENHANCE ATHLETES PERFORMANCE(PRECISELY TUNED)MEDIA COOP X RUNNERS WORLDVERTICAL MEDIA FREE PITCHEST.IMPRESSION:600,000EST.MEDIA VALUE:400,000EST.COST:100,000VERTICAL MEDIA/KO:L可编程的液态打印？adidas正在用极限科技造鞋！AGNGLE国民老公&周杰伦都在穿的未来跑鞋，你该get同款了！未来已来，跑鞋界的“

11、特斯拉”已就位T EC H9BRAND CONCEPTS COMMUNICATIONSJUNMEDIA COOP ZHIHUANGLE OP1:科技引跑未来从鞋底窥见跑鞋进化论文章逻辑从运动领域专业PU视角，从跑鞋鞋底开始，用视频/GIF+图文的方式盘点分析跑鞋的进化过程。内容大纲1.鞋底的“前世”图文盘点过去的跑鞋样式（如为了稳定加速鞋底增加钉子等）；2.跑鞋的“今生”适应运动需求，综合轻便脚感等因素，形成了现在的跑鞋基本材质样式；3.窥见跑鞋未来窥见跑鞋未来科技助力科技助力Adidas ALPHAEDGE 4D跑鞋，鞋底应用数字光学合成跑鞋，鞋底应用数字光学合成技术，每一步都引跑未来。技术

12、，每一步都引跑未来。鱼丸奇幻异想与奇幻异想与现实碰撞碰撞一千零一夜城市一千零一夜城市图鉴科技引跑未来科技引跑未来从鞋底从鞋底窥见跑鞋跑鞋进化化论美国体能协会注册体能专家国家体育总局认证的高水平运队教练陈邹琪琪PU示意Leverage influencers on ZHIHU to tailor-made technology related content,angled with FUTURE and linked back to adidas 4D tech.EST COST:350KEST PV:5,000,000EST CLICK:13,000SOW:KOL deep-dived con

13、tent coopRecommendation BannerJUNMEDIA COOP ZHIHUANGLE OP2未来人们将如何把高科技穿在身上？文章逻辑从概念主打“未来感”入手，分析影视剧中充满未来感的鞋服是怎样的，带入定义未来的adidas ALPHAEDGE 4D跑鞋。内容大纲1.科幻电影中“未来感”的鞋服图文盘点电影中的高科技造物鞋服（如星球大战中帝国突击队等）；2.学霸式分析他们承载了怎样的高科技；3.未来咫尺可及不止科幻电影，Adidas ALPHAEDGE 4D跑鞋背后的数字光学合成技术，让人将科技穿在脚上，每一步都引跑未来。鱼丸奇幻异想与奇幻异想与现实碰撞碰撞一千零一夜城市一

14、千零一夜城市图鉴未来人未来人们将如何把高科技穿将如何把高科技穿在身上？在身上？剑桥大学 材料科学博士在读Vincent FuPU示意JUNMEDIA COOP GUOKRLeverage GUOKR,a leading technology&science community,to illustrate whats 4D and the fantastic printing processEST COST:350KEST PV:5,000,000EST CLICK:130,000SOW:Deep content on 4D tech interpretation on WeChat(Hero

15、post)Recommendation Banner on APP&WebWeChat Followers:3500K未来已来，跑鞋中的未来已来，跑鞋中的“特斯拉特斯拉”全揭秘全揭秘果壳网两次斩获微博颁发的最具影响力科学机构荣获新榜颁发的年度影响力新媒体荣获今日头条颁发的年度科技头条号中国互联网发展基金会颁发的微信创新力十佳账号果壳网旗下的“科普网红”Ent、游识猷等，数次获得过微博颁发的十大科普自媒体账号果壳网CEO姬十三荣获2018年科技传播奖霍金系列报道荣获2018年科技传播奖优秀作品奖优秀个人奖GUOKRWHERE YOU CAN FIND INTERESTING TECHNOLOGY

16、未来已来，跑鞋中的未来已来，跑鞋中的“特斯拉特斯拉”全揭全揭秘秘JUERN HYPE ALPHAEDGE 4D/AMPLIFICATIONPR MESSAGE：4D is popular among tech heads and premium socialites,represents high-end symbol.addias 4D is a high-end technology,its premium,futuristic and innovative.Explain the USP of 4D and its sports performance:whats 4D,how 4D i

17、s made,why 4D represents high-end technology.阿迪达斯“4D”“4D”高端运动黑科技，开启你的穿梭矢量未来之旅DISTRIBUTION MEDIA CATEGORYNEWS MEDIAFASHION/LIFESTYLE MEDIATRENDY/SNEAKER MEDIAJUNRN/ALPHAEDGE 4D FREE PITCHFREE PITCHNo.Media NameTypeWeibo Followers1科技美学Technology949,243236氪Technology1,884,4813爱范儿Technology1,802,2894少数派

18、Technology307,9345爱否科技FviewTechnology328,4646ChiphellTechnology537,1407FlightclubSneaker141,6818ULSUMSneaker353,1929LONG7Sneaker371,84510KIKSSneaker556,109Etc.Leverage advertorial/free-pitch media to generate product exposureetc.Distribution Date:May 28Est.Impression:7,000,000Est.Media Value:500,000

19、S N EA K E R&ST Y L E15BRAND CONCEPTS COMMUNICATIONSJUNMEDIA COOP SHIHUO&DULeverage Sneaker Head on SHIHUO&DU APP to shoot a test and evaluation video by disassembling a 4D FTW,in which way can vividly interpret 4Ds innovation tech and drive trialEST COST:35KEST PV:5000KEST Engagement:1000+Column部品指

20、南部品指南Exposure Channel:KOL unbox videoDu WeChat Exposure(2nd post)Banner on Du AppNow is Future 现在即未来在即未来毒家开箱毒家开箱adidas AlphaEDGE 4D!Opening,focus on styling:1-2套不同风格穿搭配上鞋服，从颜色、外形等方面讲述鞋款的可搭配性。Main Content：KOL test the tech+mix&match 鞋子简短的鞋子测评内容（科技、时尚等属性切入）Ending：position 4D as futuristic trendy bench

21、mark.鞋子的独特价值性和未来潮流趋势性。*具体脚本将根据毒方面进行更符合毒用户的细化WIPJUNMEDIA COOP LOFFICIEL Leverage high fashion media LOFFICIEL to build 4D as an icon of the premium and high-end fashion style community through showing 4Ds unique midsole&designEST COST:300KEST Imp.:10,00,000EST Eng.:40000+Exposure Channel:THEME:未来世界未来

22、世界 adidas AlphaEDGE 4D助你助你释放放时尚新尚新势力力跑鞋是一种生活运跑鞋是一种生活运动与与时尚尚态度度现在年在年轻人更追求人更追求轻松的状松的状态之下之下寻找自我的格找自我的格调运运动鞋成鞋成为日常日常轻量量级时尚必尚必备单品品相互分享相互分享时尚尚态度度/穿搭理念穿搭理念/更多更多释放自我个性放自我个性WIP风格：未来感与时尚运动结合q营造未来感：背景：参考4D的图腾着装：pvc、眼镜等道具：镜面等布景：云端、太空站q营造运动感：通过动作以及拍摄角度（仰拍）、镜头表达运动感，同时突出鞋部细节Jeffrey DongWeibo followers：562WLi Wenha

23、nWeibo followers：614WCELEBRITY SHOOTING PRODUCT PLACEMENTWu XuanyiWeibo followers:1970WRecommend CelebrityCELEBRITY FEATURERising star,will participate the Cannes Film Festival on May.Rising star,the pop band ROCKET GIRLS member.Rising star,the champion of IDOL PRODUCE II Weibo*1WeChat*1Website Bann

24、er*312Est.Impression:10,000,000+Est.PR Value:1,200,000+Sneaker MediaTrendyMediaLifestyleMediaSneakerheadTIER 1 CELEBRITY/BRAND ASSETto leverage celebritys influence and maximize the exposureTIER 2 TECH HEADS&PREMIUM SOCIALITESTo create a sense of exclusiveness and high-tech image of 4D,demonstrating

25、 4D as a high-end symbol of premium socialites.TIER 3 SNEAKER/TRENDY/FASHION/LIFESTYLE MEDIA/KOLSMedia/KOLs create related content for 4D from angles of tech&lifestyles and amplify to reach mass audience,also share their own perspectives about 4D in different industries&circles.秦奋王自如买超王思聪JUNRN HYPE

26、ALPHAEDGE 4D/SEEDING STRATEGYWIP秦奋上海奋荣投资公司董事长，KING电子竞技及篮球俱乐部投资人买超女明星张嘉倪的丈夫，婚礼及活动策划公司执行董事SEEDING YOUNG INFLUENCER&PREMIUM SOCIALITES SUCH AS 王思聪、买超LEVERAGE MEDIA/KOLCREATIVE CONTENT AND BUILD 4D AS SUPER HYPE&BEST SELLER AMONG“SECOND RICH GENERATION”,AROUSE BUZZ AMONG G-Z AND TRIAL彭于晏张钧甯宁泽涛惠若琪谢震业周杰伦鹿

27、晗杨颖奚梦瑶李淳陈飞宇何猷君窦靖童卢靖姗JUNRN HYPE ALPHAEDGE 4D/SEEDING EXPOSURE&LIFICATION4D is HYPE:popular among celebrities,young tech heads and socialites,represents high-end,premium,futuristic and innovative symbol4D has a style:suitable for sports and fashion style.Social post with material of celebrity to cr

28、eate the style image of 4DCreate social hot topic by illustrating industry influencers/celebrities wearing 4D as an iconUsing hand script to explain 4Ds technologyIllustrate 王思聪s iconic image with hand script and create social topic over 4DTIER 1 CELEBRITY/BRAND ASSETTIER 2 TECH HEADS/PREMIUM SOCIAL

29、ITESTIER 3 SNEAKER/TRENDY/FASHION/LIFESTYLE MEDIA/KOLSPR MESSAGEEXPOSURE&DELIVERABLESSEEDING CATEGORY4D has a style:Suitable for sports and fashion style.adidas 4D is a high-end technology with incredible sports performance:step onto future with 4D technologyAMPLIFICATION王思聪 in 4DWang Sicong=Traffic

30、未来主义Slay！黑科技4D当道席卷潮流圈，连名流都不放过“鞋头”王思聪又上脚4D，是什么运动黑科技让国民老公爱不释手？PR ANGLEMEDIA COOP&PR DISTRIBUTION TO DRIVE TOPICP E R FO R M A N C E20BRAND CONCEPTS COMMUNICATIONSJUNMEDIA COOP RUNNING WORLDANGLE:跑圈最in新宠adidas AlphaEDGE 4D!文章逻辑从跑者对装备的功能需求出发，结合产品本身的性能特点，做产品体验的分析介绍，突出产品的科技性内容大纲1.adidas跑鞋进化论adidas在跑鞋领域的技术

31、创新上一直走在最前列，从boost到4D，每一次都重新定义跑步,着重讲一下从从3D到到4D的进化史的进化史；2.革命性技术提升跑者运动表现网格结构4D中底分散运动压力、数字光学合成技术更能满足跑者耐磨需求；3.数据主导引领未来跑圈数据主导引领未来跑圈17年运动员数据集结打造最年运动员数据集结打造最in跑鞋，未来人人都可能拥有跑鞋，未来人人都可能拥有一双专属自己的精准化定制跑鞋一双专属自己的精准化定制跑鞋Leverage vertical media RUNNING WORLD to introduce 4Ds technology can enhance runners performance

32、,including 4D evolution,high-tech elements and experiences,etc.EST COST:100kEST Imp.:600kEST Eng.:10kJUNRN/ALPHAEDGE 4D VERTICAL MEDIA FREE PITCHFree pitch media exposure of vertical/sports platform to spread 4D product news and build the professional image and to enhance the performance of 4D among

33、 vertical/running fieldPR ANGLE:提前“穿梭矢量未来”adidas 4D成为未来跑者的必杀技运动科技的极致表现adidas 4D解码未来跑步黑科技未来主义当道4D跑鞋定义功能与颜值的最大值精英跑圈的黑卡/特斯拉adidas ALPHAEDGE 4DTARGET MEDIA:A P P E N D I X23BRAND CONCEPTS COMMUNICATIONS2D Asset ALPHAEDGE 4D PR ShotsJUNRN/ALPHAEDGE 4D GLOBAL ASSETS3D Asset ALPHAEDGE 4D HERO FILMJUNRN/ALPHAEDGE 4D GLOBAL ASSETSTHANKS