2016荣耀娱乐营销年度整合方案-60P（PPT60页）

EDGEOFSLIDEEDGEOFSLIDE荣耀2016娱乐营销年度整合方案FUSE.NOVEDGEOFSLIDEEDGEOFSLIDE2016年内容营销市场趋势EDGEOFSLIDEEDGEOFSLIDEEndorsementTailorMadeContentAFPHighexclusiveSponsorship多样化的内容合适机会和解决方案EDGEOFSLIDEEDGEOFSLIDEFIT:Relevance/AffinityFAME:ImpactA6A5A4A2A1A(I)0A3I1I2I3I4I5I6沟通策略,然后内容策略顶级资源收视较好高度契合收视超高缺乏契合度收视较好契合度佳收视较差完全契合EDGEOFSLIDEEDGEOFSLIDE我们如何为品牌寻找和筛选机会与达喜的品牌调性和相关度项目的潜在影响力可合作度与延展空间FAMEQualitativeProductionvalues(Consumerexperience)DistributionChannelsLevelofadditionalsupportingactivityFITRelevanceandEnjoymentoftheContenttoTAFitbetweentheContentandtheBrandFOCUSVisibilityoftheBrandin/outsidetheprogram/show(QualityandQuantity)EDGEOFSLIDEEDGEOFSLIDE2016五大内容趋势:明星仍是平台王牌网络原生自由生长生活风尚更多类型让一代人发声电影市场仍然繁荣内容本身即是整合EDGEOFSLIDEEDGEOFSLIDE1)明星依然是各大平台的王牌挑战类旅行社区歌唱类美食亲子运动资源跟着明星走Q4《星球者联盟TJPSTVQ1《来吧冠军》ZJPSTVQ1《绿茵继承者》ZJPSTVEDGEOFSLIDEEDGEOFSLIDE[VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE][VALUE]收视率%-浙江卫视&湖南卫视主导收视市场-热门综艺节目集中在户外和才艺秀节目浙江卫视和湖南卫视引领综艺节目的潮流EDGEOFSLIDEEDGEOFSLIDEEDGEOFSLIDEEDGEOFSLIDE2)互联网生节目Program:ISuperModelPerformance:262m(12episode)Platform:IQIYISponsor:JDClothes,Medea,Breezer14selectedamateurmodels,dividedintotwoteamswith2celebritymodelguidancetocompeteforfinaltopmodel.ShootinAustraliaforwholeseason.•Travel+fashion+social+occasionutility•Short4-10minsepisodetofulfillaudience’smicro-momentdemandonfragmentedcontentconsumption.•Highqualityproduction,biginvestment,exotic,eyecatching,cutthroughfromclutteredrealityshows.•Iqiyi‘VIDEOOUT’technologyenabledoneclickpurchasewhilewatchingProgram:LiAi’sclosetPerformance:84m(total)Avg.876k/episodeSponsor:CasarteFirstdigitalbasedinteractivefashionprogramwithmodel/hostLiaitoshowcaseHOWTOdresstipsfordifferentoccasionswhiletravellingabroad.EDGEOFSLIDEEDGEOFSLIDE视频网站内容生产的大生态Copyright&ExtendingOriginalContentDevelopmentAFPCo-CreatingwithCommercialEDGEOFSLIDEEDGEOFSLIDE各大视频网站各有不同基因•TalkShowVariety/Fashion•Celebrityeffect•Youth(Korean/Music/Lifestyle)•WebDrama/USAFashion•Movie&MusicEDGEOFSLIDEEDGEOFSLIDE内容市场的“二八原则”网站自制内容OriginalContentDevelopment商业定制栏目AFPCo-CreatingwithCommercial版权内容Copyright&Extending20%HotContentDrive80%+ViewershipTargetedGroupwithSpecificCategoryImpactAffinity•Highvideoview(vv:4000w+)•Highcost(titlesponsor:5000w+)•Boundingthehottopic•Highvideoview(vv:1000w-5000w)•Mediumcost(titlesponsor:1000w-5000w)•Mediumvideoview(vv:300w-1000w)•Lowcost(sponsor:500w-1000w)EDGEOFSLIDEEDGEOFSLIDERiseofDigitalProgramsTravel+X:Travelplusacross-fieldtopicbecomingthenewtrend.TravelwithmoviesOntheroadFunFancyFashion:SeekingvideoinspirationonfashionISuperModelIqiyiismorecapitalizedonfashion•OntheroadsuccessfullyoutputtoCCTV1andAmericanA+ENetwork•iSupermodeltoHubeiPSTV•ChannelWu,FunFancytoCanadanationalTV•TalkShowSeekingknowledgetofulfillfinancialtargetXiaosongPediaUcanubibiAvg.1.7m/eps.Avg.9.9m/eps.5m/eps.3.5m/eps1.5m/eps.20m/eps.143)生活方式和碎片化时间促生了新的节目生态EDGEOFSLIDEEDGEOFSLIDE4)中国式脱口秀的时代BeijingPSTVRating:0.87VV:iqiyi5M/eps.AnhuiPSTVRating:0.46VV:iqiyi2.5m/eps.JiangsuPSTVRating:0.24VV:youku1.2m/eps.iQiyiDigitalonlyVV:iqiyi20m/eps.CCTV-1Rating:0.3VV:naSource:CSMmediaresearchEDGEOFSLIDEEDGEOFSLIDECONTENTISTHECAMPAIGN:东风雪铁龙CCTV1《开讲啦》启动DongfengCitroenC4L-《Voice》ThePowerofMovingForwardDrivesOn视频EDGEOFSLIDEEDGEOFSLIDE+27%10213117121729620102011201220132014NationalGrossBoxOfficeIncome2010-2014（亿元）2.863.574.676.108.320102011201220132014TotalAudiences2010-2014（亿人次）5)电影行业的繁荣Chinaisnowthenumber2marketforcinemagloballyEstimatetohit20%ofglobalcinemarevenuein201518.8032.2016.1018.0022.2028.1036.2026.0018.7027.4723.325.916.421.313.918.220.617.918.022.612.715.915.621.20.0015.0030.0045.001月2月3月4月5月6月7月8月9月10月11月12月2013-2014年票房月度走势（亿元）票房与观影人次月度走势TimingofcinemapeakseasonprovidesopportunityforbrandstoreachaudienceattimeswhenwepreviouslymayhavebeenoffairEDGEOFSLIDEEDGEOFSLIDEOOHMAGWEIBOTICKETCINEMAWECHATEXTENDINGBBSEVENTTVSHOWVIRALVIDEROSOCIAK一个APPWarm-uppromotionOn-airpromotionINTERVIEWPLATFORM6)内容即是CAMPAIGN,内容方和品牌一样亟需整合传播EDGEOFSLIDEEDGEOFSLIDE1.TailormadeTVCHotBibishowcontestanttoproducetrailor2.Inprogrambranding•Hostmemorableoralbroadcast•Inprogramproductplacement3.Videocampaignsite•Popularcontestantproductdemonstration&ECcalltoaction4.SocialcontentTailormadesocialtopics/ContestaroundBibishow5.Offlineevent•Bibishoweventatofflineflagshipstore6.Programtailormadeproducts•Bibispecialcollection7.ContestendorseonECPopularBibicontestanttoendorseandbringtoliveproductonEC8.LaunchnewproductSeasonIIuseBibitolaunchnewPeripheralproduct–fashionapp内容即是整合本身:METERSBONWE&UCANBIBIEDGEOFSLIDEEDGEOFSLIDEApril2014July2014Nov.2014BJTJZJAHPSTVRating1.08ZJPSTVRating1.4JSPSTVRating1.7May2014Sept2014HNPSTVRating1.7YoukuVV1.84billionRIO案例GETTHROUGHANDIMPLANTMOSTIDOLDRAMAONTIERONEPSTVEDGEOFSLIDEEDGEOFSLIDE2016年品牌传播金字塔影响IMPACTING渗透LIFESTYLE聚焦IMAGING让品牌鲜活起来借力年轻人喜欢的一切将品牌深植其中大风口，大综艺，大影响EDGEOFSLIDEEDGEOFSLIDE影响力借助大平台大制作,来塑造荣耀品牌EDGEOFSLIDEEDGEOFSLIDE把握热点综艺,巧妙搭载”荣耀一刻”,实现你的荣耀梦想EDGEOFSLIDEEDGEOFSLIDE一场持续全年的8090后的灵魂对话“我的青春听我说,我的荣耀我做主!”“聆听思想的声音,汲取荣耀的力量!”播出平台：CCTV1播出时间：周六22:38节目类型：中国青年电视公开课播出计划：每期45分钟，年度播放简介：节目邀请