Promotion Plan 2015

Presented By iVENT GOURP

Behind-the-scenes of the Musical

Tiny Times

OBJECTIVES

Raise Awareness

Enhance Preference

Build Loyalty

• Create conversations through the blockbuster Tiny Times

• Increase brand awareness among the public, especially the target audience

• Promote healthy lifestyle

• Invite celebrities to send out positive energy to the public

• Drive the internal need of the audience to know more about the brand and its products • Establish and maintain the relationship with

customers

• Strengthen the influence and penetration of the brand among the public through word-of-mouth

STRATEGY Print 30%

Digital 50%

SNS 20%

Digital

Print

SNS

SNS

1. Hot Weibo Accounts on FoodFormat ： promotion + sampling Purpose ： raise awarenessPercentage ： 20%

2. KOLFormat ： influencers + giftingPurpose ： increase influence and preferencePercentage ： 30%

3. Portal Sites and Food WebsitesFormat ： repostsPurpose ： conversation communicationsPercentage ： 40%

4. Official Weibo and WeChat AccountFormat ： sync product information and brand activitiesPurpose ： official source of informationPercentage ： 10%

Digital

Print

SNS

1. Cooperate with 1-2 lifestyle magazines, create conversations about healthy breakfast and in-depth report about the products

2. Invite 1-2 fashion media to cover the story of Tiny Times

3. Have 1-2 gourmet media cover the products

Digital Print

SNS

Create in-depth reports on social media platforms that are popular among young women

Fashion

Key

1. A new start with the tasty cereals

2. Disclose the manufacturing process of Weetabix

Key

1. Behind-the-scenes with celebrities

2. The new cereals

3. The first thing KOL does in the morning

Key

1. Weetabix in the office

2. Eat for a healthy life

3. Healthy tips from KOL

Lifestyle Gourmet

perspectives PERSPECTIVES

Personal Cooperation

KOL that is focused on lifestyle and fashionDigital ： Weibo or WeChat of Bao Gong Zi

HIGHLIG

HTS

In-depth Cooperation

Media that interact one-on-one with the audienceDigital ： Weibo and WeChat account of Restaurant Review Print ： Restaurant Review

Press Release Coverage

Print ： Metro Express, Metro Digital ： around 10 portal sites and websites on fashion, lifestyle and gourmet.

Alias ： Bao Gong Zi Jie Er

Fashion blogger, designerhttp://baobao9012.blog.sohu.com

Followers on Weibo ： 19,9163

Followers on WeChat ： 2,000

Track Record ： Levis, Phillips, Lancome, YSL, Ninewest, Hush Puppies, L’Oreal, Mayballine, Guerlain, Converse, Calvin Klein, Omega, Nike, Michael Kors, Cartier, etc,.

Weibo or WeChat:

Theme ： Morning Matters the Most Format ： photo shooting + breakfast setting

Content ： Products and the preview of T-Mall online store launching in the latter part of this year

Personal Cooperation

Weibo Account: Restaurant Review

The Weibo account of the first restaurant review magazine in China

Follower ： 59,203

Weibo:Theme ： Healthy lives of celebrities

Format ： Behind-the-scenes pictures + news clips

Content ： Behind-the-scenes pictures of Tiny Times, disclose the healthy lives of celebrities, create conversations on healthy breakfast, chances to win the star breakfast when they tag their friends and Weetabix, and inform them of the news of T-Mall online store opening

In-Depth Cooperation

WeChat:

Theme ： Healthy lives of celebrities

Format ： Behind-the-scenes pictures + news clips

Content ： Content ： Behind-the-scenes pictures of Tiny Times, disclose the healthy lives of celebrities, create conversations on healthy breakfast, chances to win the star breakfast when they tag their friends and Weetabix, and inform them of the news of T-Mall online store opening

Platform ： notifications in certain columns

Personal CooperationIn-Depth Cooperation

Magazine:

Theme: behind-the-scenes

Format ： pictures of products and press releases

Cover ： 1/2P~1P

In-Depth Cooperation

City Type No. China English Format Circulation Category Remark

1 i时代报 I Times Daily 650000 Lifestyle

2 地铁快线 Metro Weekly Weekly 400000 Lifestyle

3 橄榄餐厅评论 restaurant review Monthly 850000 FOOD

4 女友 LOVE Monthly 1250000 Fashion

5 新浪网 Sina.com Daily N/A Lifestyle

6 网易 163.com Daily N/A Lifestyle

7 搜狐 sohu Daily N/A Lifestyle

8 风行网 Funshion.com Daily N/A Lifestyle

9 米娜时尚网 mina.com.cn Daily N/A Fashion

10 太平洋时尚网 PCLADY Daily N/A Fashion

11 女人志 Onlylady Daily N/A Fashion

12 美食天下 meishichina.com Daily N/A FOOD

13 央视网食品 foodcctv.com Daily N/A FOOD

14 中华美食网 zhms.cn Daily N/A FOOD

15 天涯社区 bbs.tianya.cn Daily N/A Lifestyle

16 西嗣胡同 xici.net Daily N/A LifestyleSNS(2)

SH(15)

2015 WEETABIX 小时代音乐剧后台的那些事 公关推广名单

Magazine 2（ ）

Newspaper 1（ ） 2 1选

Web(10)

Media List

Budget