itelVision3Series新品上市推廣復盤傳播環(huán)境分析 Vision系列為itel家族在新市場的旗艦系列，即是集Vision自身近年沒有進行集中性推廣，產(chǎn)品提及率、銷量下滑，網(wǎng)絡上的信息雜亂不統(tǒng)一有待迅速改善。負面集中價格與產(chǎn)品力。競爭市場中，包含localking,RealmeRedmiSamsung等老對手外，兄弟品牌Smart,Pop系列也開始下探中低端市場，使競爭環(huán)境更加激烈。市場份額的存量之爭中，面對消費者心智占有，以及itelVision的高性價比首選SP的地位有待清晰和升級，重新建立市場聲量與認知形象。A8XA8Vision3Series競爭優(yōu)勢聚焦在快充、電池和性能部分，同配合新潮外觀軟實力加分，同價位段性價比超高，并具備越級競爭的潛力81.5000mAh電池搭配超級省電模式打造超長續(xù)航2.13MP后置三攝帶來1080P高清拍照體驗1.64+4GB大內(nèi)存百元智能機2.5000mAh搭載省電模式打造兩天超級續(xù)航1.6.5''V字大屏配合720x1600高分辨率，帶來高清屏幕體驗2.后置雙攝（13MP廣角+2MP微距）帶來美好拍照體驗1.6.6‘’HD+大水滴屏搭配貝殼紋路展示亮眼ID2.低價與性能并存的智能手機所謂流行終是因為有人敢于顛覆，敢于率先顛覆。而潮流也正像江河湖海一般，流動中，瞬息萬變。不同時代下，什么是不變的？品牌特立獨行本身就是致命的吸引力01在競品跟隨成風的時候，保持自身的高性價相較競品的雷同性，建立符合itelVis廣泛度：面向2-4線有購買力的青壯年人群，擇優(yōu)高品質(zhì)的媒體環(huán)境（位置對新品進行大范圍曝光，強化新品從認知精準度：通過搜索引擎、電商及官網(wǎng)的興趣人群及相似人群數(shù)據(jù)，抓取潛在購買者進行精準引流，強化新品從認知到興縱深度：通過大數(shù)據(jù)，甄選目標TA關(guān)注度高的媒體進行內(nèi)容合作，從專業(yè)媒體與用戶角度解析產(chǎn)品力，強化新品從認知總曝光、PV、新品咨詢、產(chǎn)品評測及口碑種草等優(yōu)質(zhì)內(nèi)容發(fā)稿量、SEO我們的受眾是誰？Age%數(shù)據(jù)來源：FB&本地線下產(chǎn)糧區(qū)調(diào)研erAge數(shù)據(jù)來源：FB&本地線下產(chǎn)糧區(qū)調(diào)研Ageservicestaff40.00%30.00%20.00%10.00%0.00%13-1718-2425-2930-3435-4040+PriceBatteryCameraScreenMemoryCPUDesignPriceBatteryCameraScreenMemoryCPUDesignOccupation：印尼受調(diào)研用戶28.1%為家庭主婦，23.3%為公司企業(yè)職員，19.9%是商人；泰國Occupation：印尼受調(diào)研用戶28.1%為家庭主婦，23.3%為公司企業(yè)職員，19.9%是商人；泰國21.1%為公司企業(yè)職員，14.9%為服務人員，例如司機服務生等，12.7%分別為學生和政府公務人員菲律賓主要受眾集中在家庭主婦25.8%學生27%和職場普通員工印尼39.2%的消費者會選擇通過socialmedia的，其次印尼39.2%的消費者會選擇通過socialmedia的，其次26.4%會通過官網(wǎng)了解手機；泰國59%的用戶會選擇通過線下門店了解產(chǎn)品等信息，51.4%會通過科技媒體等平臺獲取新鮮產(chǎn)品信息Education：印尼受調(diào)研用戶61.7%為高中學歷，16.3%取得大學本科學歷；泰國38.7%為高中學歷，57%為本科學歷;菲律賓80%為本科和高中學歷。他們以他們以16-35歲，高中/大學學歷以上的青年、中年男性職業(yè)主要覆蓋收入中等的公司普通職員，個體商戶，服務行業(yè)人員，政府基層工作人員，對新鮮事物感興趣、追他們關(guān)注影視、音樂、線上娛樂、熱衷社交、時事資訊等，有興趣且期望體會更具性價比的新鮮電數(shù)據(jù)來源：FB&本地線下產(chǎn)糧區(qū)調(diào)研他們關(guān)注影視、音樂、線上娛樂、熱衷社交我們能提供什么客戶價值？我們身處一個與眾不同的時代—我們身處一個與眾不同的時代—Vision作為itel旗艦系列，全新一代Vision3最具誘惑力的就是應時代需求而再一次進化，不斷強化作為高性價比利器的技能。每一代itelVision的面世，都是對高性價比科技需求的進化式響應！Vision3Vision3Plus營銷策略主推Vision332+2GB版，帶動大內(nèi)存版&Vision3Plus目標人群現(xiàn)代青壯年一族典型需求產(chǎn)產(chǎn)品Vision3高能快充智能機產(chǎn)品定位高能快充智能機產(chǎn)品定位高性價比快充智能機ll特有的達爾文引擎、麥哲倫引擎、艾達引擎配合存儲專清讓性能暴漲ll快充新體驗充電10分鐘，通話2小時，18W快充標配快充數(shù)據(jù)線，秒速充電，瞬間回血。續(xù)航更持久5000mAh從早到晚放心暢玩。更有場景優(yōu)化,AIPowerMaster智理后臺清理減少無用損耗。大屏不掉幀6.8HD+超大屏幕尺寸。帶來超越以往的視覺盛宴，90Hz高刷新率靈敏順滑，比對手搶先一步。性能再升級特有的達爾文引擎、麥哲倫引擎、艾達引擎配合存儲專清讓性能暴漲。顏值更能打新潮朋克立體拼接設計，陽光照射下形成強烈的視覺沖擊，帶來細膩手感的同時也更具抗指紋性。主賣點Vision3-5000mAh,Vision3Plus-6000mAh,18W快充輔助賣點性能升級外觀升級數(shù)字營銷現(xiàn)象趨勢媒介框架策略布局核心媒介渠道選擇數(shù)字營銷現(xiàn)象趨勢媒介框架策略布局核心媒介渠道選擇營銷運營形態(tài)媒體數(shù)字移動化移動是第一屏AlwaysonTarget精準觸達Criteo、MiQ、TTDMediaSpotify、kompas、inquirer等傳統(tǒng)媒體數(shù)字媒體移動媒體社交媒體數(shù)字化移動化社交化A-關(guān)注A-關(guān)注移動行為碎片化做時間的朋友時間聚合-用戶流量穩(wěn)定性維護AlwaysonTime有效影響戶外公交廣告、大屏廣告、YTBConnectedTV、OTT開屏等更多內(nèi)容更多時長更多分享更更多內(nèi)容更多時長更多分享更多消費碎片流量細分化刷屏種草帶貨場景細分-用戶流量關(guān)聯(lián)性優(yōu)先AlwaysonScene互動轉(zhuǎn)化Reddit、Kwai、FacebookCPAS、GoogleShoppingwithShopee/Lazada多元化信息流社交場景化實時性多元化信息流社交場景化V3Series推廣計劃-媒介組合策略人群廣泛觸達全渠道鋪墊聲量人群廣泛觸達全渠道鋪墊聲量視頻搜索社媒引流炒熱話題氛圍位4.印尼借勢X-Factor本土關(guān)注視頻搜索社媒引流炒熱話題氛圍位4.印尼借勢X-Factor本土關(guān)注●●●●利用再營銷人群收割電商轉(zhuǎn)化利用再營銷人群收割電商轉(zhuǎn)化關(guān)鍵詞主動搜索者科技、生活方式、社交娛樂愛好者競品使用者、社媒已有粉絲、相似受眾大量KOL集合為產(chǎn)品發(fā)聲，科技、生活YTBchannel觀看者深入品牌亮點-----------視頻素材結(jié)合產(chǎn)品賣點，以內(nèi)容深入用戶占粘性視頻素材結(jié)合“旅行”主題，使品牌特點與生活場景結(jié)合，用戶深入了解品牌特性，實現(xiàn)品牌曝光。各類產(chǎn)品素材結(jié)合產(chǎn)品賣點，實現(xiàn)不同素材多元化投放。視頻素材體現(xiàn)產(chǎn)品特點結(jié)合推廣文案和不同目標視頻素材體現(xiàn)產(chǎn)品特點結(jié)合推廣文案和不同目標CTA，在社媒平臺實現(xiàn)品牌曝光及網(wǎng)站引流。 社媒與品牌互動-----------結(jié)合社媒不同受眾興趣，實現(xiàn)品牌與用戶互動單圖或輪播圖片素材結(jié)合文案描述，體現(xiàn)產(chǎn)品賣點。KOL推廣，擴大社媒粉絲群體。結(jié)合Facebook不同受眾興趣標簽，觸達目標受眾群體，實現(xiàn)品牌傳播。線下手段渠道動作線下手段渠道動作OOH：以在產(chǎn)糧區(qū)南北呂宋島租賃的8塊OOH為投放點，以產(chǎn)品主KV為投放內(nèi)容，輻射周圍210萬人次/月，投放期TVC：通過本地全國性熱點頻道channel5作為投放渠道，選取早十點及晚八點兩個黃金時間段進行15s產(chǎn)品視頻的輪播，為期船體廣告：通過船舷旗、座椅靠背、船身側(cè)面廣告等形式進行產(chǎn)品露出，投放連接呂宋島間的必經(jīng)海域內(nèi)10艘船（5大5小），為路演：以集中在產(chǎn)糧區(qū)的15家門店，5個商圈為重點進行歌舞、抽獎等活動吸引顧客進店體驗，以達渠道訂貨會：如因疫情原因，采用線上的形式同步各類信息政策，匹配渠道定制禮品，維護三大媒體平臺打造營銷矩陣三大媒體平臺打造營銷矩陣精準被動式引流關(guān)鍵詞布局傳達品牌精神力創(chuàng)建FB話題，設置FB專題討論群組，引爆話題事件；官方賬號設置留言板，管理互動。GG多旗下媒體平臺聯(lián)動引領(lǐng)銷售熱潮全方位營銷矩陣，聯(lián)合當?shù)豑op級電商，打開itel在印尼市場2022年銷售新通路。跨界合作，與多位大咖聯(lián)合發(fā)聲，攜手引爆2022最強話題熱度結(jié)合快手創(chuàng)意拍攝功能，結(jié)合當?shù)亓餍懈栉柙?，以KOL打頭陣，引領(lǐng)全網(wǎng)跟拍。日常傳播營銷矩陣日常傳播營銷矩陣產(chǎn)品發(fā)布:#itel新品首發(fā)、#itelVision亮點傳播亮點傳播營銷矩陣營銷矩陣亮點傳播亮點傳播線下手段渠道動作線下手段渠道動作一周年渠道見面會（巴厘島）：itelfamily產(chǎn)品體驗，品牌宣貫APK展示用互動物料，燈箱布APK展示用互動物料（重點門店線上訂貨會線下渠道見面如因疫情原因，采用線上的形式同步各類信息政策，匹配渠道定制禮品，維護新老MD客情一周年渠道見面會：itelfamily產(chǎn)品體驗，品牌宣貫，全品類新品和手機新品介紹，H1市場計劃，渠道政策，激勵措施等，結(jié)合本地化特色晚宴/娛樂活動促成當天提貨3月W1預熱3月W3聲量引爆Time-lineWAVE營銷手段線標標科購媒體入庫播播好草草草/Weekly輿情管理國家落地情況，（Dataperiod：2022.03.21-2022.05.20DataSource：FB+IG+Google+PR+KOLReach+4562%Reach+206%針對VISION3完成線下訂貨會，邀請含國包、二級、工廠等多方參與Dataperiod：2022.03.27-2022.05.20DataSource：FB+IG+Google+PR+KOL+SnackVideo線，以itel新機VISION3的快充為核心賣點，激發(fā)“電量”滿滿的生活狀態(tài)，實現(xiàn)VISION3新機超級快充賣官號漲粉5.1k完全超出預期，挑戰(zhàn)賽期間站內(nèi)it優(yōu)質(zhì)自然達人積極參與#itelSuperPo自然達人粉絲區(qū)間分布-Sofastvideo30shttps://fb.me/22hRuMUL8BiG9tu-Sofastvideo60shttps://fb.me/1JrzABYoy1ovN1B-Fillitupvideo30shttps://fb.me/1KoLHRUNns5lnea-FillitupVideo60shttps://fb.me/1KGWIfzIEdzKJOe-Sofastvideo60Shttps://fb.me/1JEGNW0M993cdUa-itelVISION3viralvideobyFB&GGAdAccountCreativeNameCountryChannelCosttill0520TotalBudgetViewsEngagementVision3Sofast/PHFB&IG$2,400.001,212,4581,939,529YouTube$15,256.173,001,2043,620,854IDFB&IG$600.00347,180600,606YouTube$5,683.901,056,2121,280,236Total$23,940.07$24,283.495,617,0547,441,225itelVISION3ChargingSoFast病毒傳播視頻在印尼和菲律賓區(qū)域在較短時間內(nèi)，僅Youtube聯(lián)動頭部KOL和頭部媒體多角度產(chǎn)出傳播內(nèi)容（AMilestoneMasterpiece!itelLaunchedtheMostAffordableFastChargingSmartphone截止5日曝光總量約IsangMilestoneObramaestra!InilunsadngitelangPinakaAbot-kayangFastChargingnaSmartphone332277YahooNewsPhilippines雅虎新聞菲律賓/news/milestone-masterpiece-itel-launched-most-073000276.html英語528,403,29052,989Negosentro內(nèi)格森特羅/negosentro-corporate-news/?release_id=132932英語100,20017,810PinoyTechSagaPinoy科技/p/media-outreach-tech-news.html?release_id=132932英語82,47013,115JournalOnline期刊在線.ph/specials/media-outreach/?release_id=132932英語25,2609,891iManila愛馬尼拉/feeds.html?feedid=4英語20,5503,984OurDailyNewsOnline每日新聞在線/media-outreach/?release_id=132932英語8,2802,574YahooNewsMalaysia雅虎大馬/news/milestone-masterpiece-itel-launched-most-073000276.html英語1,039,840,41020,034YahooFinanceSingapore雅虎新加坡/news/milestone-masterpiece-itel-launched-most-073000276.html英語535,857,09043,432YahooNewsIndonesia雅虎新聞印尼/news/milestone-masterpiece-itel-launched-most-073000276.html英語528,403,29041,670AsiaOne亞洲第一站/business/milestone-masterpiece-itel-launched-most-affordable-fast-charging-smartphone英語1,299,00031,449聯(lián)動頭部KOL和頭部媒體多角度產(chǎn)出傳播內(nèi)容（VulcanPost東南亞郵報/media-outreach/?release_id=132932英語546,48020,966BrandinginAsia品牌亞洲/asia-news-by-media-outreach/?release_id=132932英語80,760NewsHubAsia人力亞洲/article/a-milestone-masterpiece-itel-launched-the-most-affordable-fast-charging-smartphone/英語43,9206,088CapitalAsia投資亞洲https://capital.asia/mediaoutreach/?release_id=132932英語31,0503,844RiauGreen廖內(nèi)格林/view/MediaOutReach/70987/A-Milestone-Masterpiece--itel-Launched-the-Most-Affordable-Fast-Charging-Smartphone.html英語26,4902,414ShentonWire/mediaoutreach/?release_id=132932英語2,674/feeds.html?feedid=5英語2,057https://cityplusfm.my/media-outreach/?release_id=132932英語2,091/statis/media-outreach?release_id=132932英語2,128KarimunToday/mediaoutreach/?release_id=132932英語2,163聯(lián)動頭部KOL和頭部媒體多角度產(chǎn)出傳播內(nèi)容（TheIskandarian/mediaoutreach/?release_id=132932英語6,9302,149https://hr.asia/media-outreach/a-milestone-masterpiece-itel-launched-the-most-affordable-fast-charging-smartphone/英語5,8502,187SMEMagazineOnlinehttps://sme.asia/a-milestone-masterpiece-itel-launched-the-most-affordable-fast-charging-smartphone/英語5,2802,188Menitone/?release_id=132932英語3,5702,128菲律賓商業(yè)視角/news/isang-milestone-obra-maestra-inilunsad-ng-itel-ang-pinaka-abotkayang-fast-charging-na-smartphone/0376907/菲律賓語2,050菲律賓今日科技/news/isang-milestone-obra-maestra-inilunsad-ng-itel-ang-pinaka-abotkayang-fast-charging-na-smartphone/0376907/菲律賓語2,085菲律賓商業(yè)郵報/news/isang-milestone-obra-maestra-inilunsad-ng-itel-ang-pinaka-abotkayang-fast-charging-na-smartphone/0376907/菲律賓語2,072世界日報檔案/news/isang-milestone-obra-maestra-inilunsad-ng-itel-ang-pinaka-abotkayang-fast-charging-na-smartphone/0376907/菲律賓語2,109世界內(nèi)參/news/isang-milestone-obra-maestra-inilunsad-ng-itel-ang-pinaka-abotkayang-fast-charging-na-smartphone/0376907/菲律賓語2,111世界日報網(wǎng)/news/isang-milestone-obra-maes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