BBF for university talk - mar 2012

P&GBRANDBUILDINGFRAMEWORKMar2012ByTonyJ.Feng冯佳路Whatdoyouexpectfromme?HOUSEOFOLAYbyOLAY玉兰油ByOLAY满足中高端消费者需求打造国际化时尚美容概念亲民价格高端体验百货及超市专柜分销满足大众消费者需求打造多效合一简单有效美容概念深度分销满足追求专业护肤消费者需求打造专家设计媲美专业处方概念百货店尊享专业产品线WHO产品使用者WHO目标消费者User+shopperTopquestionsaboutWHOTwocheckpoints:•Sizable?•Actionable?Twounderstandingpoints:•Needs?•Barrier?HOUSEOFOLAYbyOLAY玉兰油ByOLAY满足中高端消费者需求打造国际化时尚美容概念亲民价格高端体验百货及超市专柜分销满足大众消费者需求打造多效合一简单有效美容概念深度分销满足追求专业护肤消费者需求打造专家设计媲美专业处方概念百货店尊享专业产品线WHATBrandEquityProductPositioningWhatisBRANDEQUITY?BRANDEQUITYDefineswhatabrandstandsforintheheart&mindsofconsumers.WhatdoyouthinkofthefollowingbrandBRANDEQUITYPYRAMIDBrandPurposeBrandPurposeisthebrand'sinspirationalreasonforbeingwhythebrandexistsandtheimpactitseekstomakeintheworld.BrandpurposeWeexisttohelpcreativepeoplewithapassiontochangetheirworld.OLAYBrandPurposeSparkoptimisminwomensothey’llChallengewhat’spossibleOLAYequitystatementGoldStandardSkintransformationAccessibletoallwomenOLAYbrandcharacterFearlessHeroineHOUSEOFOLAYbyOLAY玉兰油ByOLAY满足中高端消费者需求打造国际化时尚美容概念亲民价格高端体验百货及超市专柜分销满足大众消费者需求打造多效合一简单有效美容概念深度分销满足追求专业护肤消费者需求打造专家设计媲美专业处方概念百货店尊享专业产品线Productpositioning•Onesentencesell&consistenteverywhere•POD&POP•Distinctive&MemorableHOWHottrendsaboutHOW•AmazingSMOT•When&wherearemostreceptive•Holisticcommunication/esp.digital•Store-backexecutionCasestudyBackground•Accessingthelandscape-Eyecareisafastgrowingsegment,+30%YoY-Severalbrandslauncheyerollers1to2yearsbefore-L’OrealParisisgoingtolaunchaelectronicroller•WHO:-Puffinessisnotatopissue,peopleusuallyignoreit-Topbarrier:isitreallywork?Howtouseit?-Secondbarrier:Olayissuitableforme?NewYear,NewSkinBackground:MonacoistheheorproductsforRGfor4yearswith10-15%annualgrowthyetbusinesswaschallengingatthestartofFY1011duetocommunicationwearout.Asateam,weleveragedtheinsightof“eachyearawomanexpectstoage,thenewyearisthetimesheismostawareofthat-whatifitwasthereverse?Andcreatea“NewYear,NewSkinCI”toconnectwithconsumeremotionallyontopofthefunctionalsuperioritywehavebuiltinthepast4years.Idea:Astheworldgets1yearolder,Olaychallengewithyoua10yearsyoungerlookingskin.Executions:TV+holisticexecution,holisticfocusingondrivingTOMawarenessfor“happynewyear2001”onthenewyearof2011.Results:(1)Createdhistoricalhighboutiqueawareness&becametalkofthetownonthenewyearof2011(2)RevertRGtrendfrom1021sthalfto1152ndhalfanddeliveredtotalyearfirm(108)RGNOS1sthalf2ndhalfFY1011Org.IYA102115108RG201012010Awareness8169Usage43Purchase31TVCfromDec1-CreateMassAwarenessOnJan1st,surprisethewholeChinawith-HappyNewYear2001Copytranslation:HappyNewYear,2001!Anothernewyear,whenthewholeworldisgettingoneyearolder,yourskincanlook10yearsyoungerwithOlay.Olayandyouwelcomethenewyearwith10yearyoungerlookingskin.WeboughtfirstpageadonJan1stnewspaperWhenconsumergetuponthefirstdayof2011andgetthenewspaper,theyreceviedOlay’swishof10yearyoungerWepaintedthecitywith“happynewyear2001”OnJan1st2011,weboughtlargescaleofbusshelterintop10citiesandpaintingthecityredwithOlay’swishof10yearyounger.WemadeOlayTalkoftheTownonNewYear•Morethan1milliondiscussiononSinaMicroblog(ChinaTwitter)within10days•Morethan4milliondiscussion/PVonRenren/Kaixin(Chinafacebook)(why2001?Olaymadeamistake?)ExamplesoftheonlineWOM:LookatthisOlayadIspottedonthestreet,isthatamistake?Notsureitisamistake,maybeaspecialcreative.Whatawonderfulidea!It’snotamistake,notatall!ItmeansOlaycanmakeyou10yearsyounger!Traditionmediaalsojoinednationaldiscussion•AfterNewHoliday,whenpeoplewerebacktowork.Mediaalsojoinedthediscussionandexplaintoconsumers“why2001”andmeaningbehind.Morethan40+freereportwasgeneratedwithgreatbrandingandbenefitmentioning.ReinforceproductmessagewithadvertorialFollowingtheclimax,printadandadvertorialfocusedonlinkingthe10yearyoungermessagewithproductefficacy.PurchaseFinalpushtoclosesalesandinvitationtotheGalaeventInstoreBigIdeaNewYear,NewSkinJustastheworldgetsayearolder,yourskinlooks10yearsyounger.CreatingMassAwarenessBoldcommunicationoftheadvertisingideaTVPrintGettoKnow&ParticipationEngageconsumerstotakepartandliveouttheideaMagazine&InternetProvoke&InspireLeveragetheNYoccasion&powerfulinsighttocreatedesireandinteresttoknowmoreBusShelterNewspaper•Challenge:-Nooilcontrolheritage-Noprofessionalequity-Lowawareness&budget•WHO-Veryknowledgeable-BelieveinWOMinsteadofad-Believeinexpert/derms关注新浪微博PROX官方微博