itelVision3Series新品上市推廣復(fù)盤(pán)傳播環(huán)境分析 Vision系列為itel家族在新市場(chǎng)的旗艦系列，即是集Vision自身近年沒(méi)有進(jìn)行集中性推廣，產(chǎn)品提及率、銷量下滑，網(wǎng)絡(luò)上的信息雜亂不統(tǒng)一有待迅速改善。負(fù)面集中價(jià)格與產(chǎn)品力。競(jìng)爭(zhēng)市場(chǎng)中，包含localking,RealmeRedmiSamsung等老對(duì)手外，兄弟品牌Smart,Pop系列也開(kāi)始下探中低端市場(chǎng)，使競(jìng)爭(zhēng)環(huán)境更加激烈。市場(chǎng)份額的存量之爭(zhēng)中，面對(duì)消費(fèi)者心智占有，以及itelVision的高性價(jià)比首選SP的地位有待清晰和升級(jí)，重新建立市場(chǎng)聲量與認(rèn)知形象。A8XA8Vision3Series競(jìng)爭(zhēng)優(yōu)勢(shì)聚焦在快充、電池和性能部分，同配合新潮外觀軟實(shí)力加分，同價(jià)位段性價(jià)比超高，并具備越級(jí)競(jìng)爭(zhēng)的潛力81.5000mAh電池搭配超級(jí)省電模式打造超長(zhǎng)續(xù)航2.13MP后置三攝帶來(lái)1080P高清拍照體驗(yàn)1.64+4GB大內(nèi)存百元智能機(jī)2.5000mAh搭載省電模式打造兩天超級(jí)續(xù)航1.6.5''V字大屏配合720x1600高分辨率，帶來(lái)高清屏幕體驗(yàn)2.后置雙攝（13MP廣角+2MP微距）帶來(lái)美好拍照體驗(yàn)1.6.6‘’HD+大水滴屏搭配貝殼紋路展示亮眼ID2.低價(jià)與性能并存的智能手機(jī)所謂流行終是因?yàn)橛腥烁矣陬嵏?，敢于率先顛覆。而潮流也正像江河湖海一般，流?dòng)中，瞬息萬(wàn)變。不同時(shí)代下，什么是不變的？品牌特立獨(dú)行本身就是致命的吸引力01在競(jìng)品跟隨成風(fēng)的時(shí)候，保持自身的高性價(jià)相較競(jìng)品的雷同性，建立符合itelVis廣泛度：面向2-4線有購(gòu)買力的青壯年人群，擇優(yōu)高品質(zhì)的媒體環(huán)境（位置對(duì)新品進(jìn)行大范圍曝光，強(qiáng)化新品從認(rèn)知精準(zhǔn)度：通過(guò)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(gòu)買者進(jìn)行精準(zhǔn)引流，強(qiáng)化新品從認(rèn)知到興縱深度：通過(guò)大數(shù)據(jù)，甄選目標(biāo)TA關(guān)注度高的媒體進(jìn)行內(nèi)容合作，從專業(yè)媒體與用戶角度解析產(chǎn)品力，強(qiáng)化新品從認(rèn)知總曝光、PV、新品咨詢、產(chǎn)品評(píng)測(cè)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(shuí)？Age%數(shù)據(jù)來(lái)源：FB&本地線下產(chǎn)糧區(qū)調(diào)研erAge數(shù)據(jù)來(lái)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(guó)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(guó)21.1%為公司企業(yè)職員，14.9%為服務(wù)人員，例如司機(jī)服務(wù)生等，12.7%分別為學(xué)生和政府公務(wù)人員菲律賓主要受眾集中在家庭主婦25.8%學(xué)生27%和職場(chǎng)普通員工印尼39.2%的消費(fèi)者會(huì)選擇通過(guò)socialmedia的，其次印尼39.2%的消費(fèi)者會(huì)選擇通過(guò)socialmedia的，其次26.4%會(huì)通過(guò)官網(wǎng)了解手機(jī)；泰國(guó)59%的用戶會(huì)選擇通過(guò)線下門店了解產(chǎn)品等信息，51.4%會(huì)通過(guò)科技媒體等平臺(tái)獲取新鮮產(chǎn)品信息Education：印尼受調(diào)研用戶61.7%為高中學(xué)歷，16.3%取得大學(xué)本科學(xué)歷；泰國(guó)38.7%為高中學(xué)歷，57%為本科學(xué)歷;菲律賓80%為本科和高中學(xué)歷。他們以他們以16-35歲，高中/大學(xué)學(xué)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(gè)體商戶，服務(wù)行業(yè)人員，政府基層工作人員，對(duì)新鮮事物感興趣、追他們關(guān)注影視、音樂(lè)、線上娛樂(lè)、熱衷社交、時(shí)事資訊等，有興趣且期望體會(huì)更具性價(jià)比的新鮮電數(shù)據(jù)來(lái)源：FB&本地線下產(chǎn)糧區(qū)調(diào)研他們關(guān)注影視、音樂(lè)、線上娛樂(lè)、熱衷社交我們能提供什么客戶價(jià)值？我們身處一個(gè)與眾不同的時(shí)代—我們身處一個(gè)與眾不同的時(shí)代—Vision作為itel旗艦系列，全新一代Vision3最具誘惑力的就是應(yīng)時(shí)代需求而再一次進(jìn)化，不斷強(qiáng)化作為高性價(jià)比利器的技能。每一代itelVision的面世，都是對(duì)高性價(jià)比科技需求的進(jìn)化式響應(yīng)！Vision3Vision3Plus營(yíng)銷策略主推Vision332+2GB版，帶動(dòng)大內(nèi)存版&Vision3Plus目標(biāo)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(jī)產(chǎn)品定位高能快充智能機(jī)產(chǎn)品定位高性價(jià)比快充智能機(jī)ll特有的達(dá)爾文引擎、麥哲倫引擎、艾達(dá)引擎配合存儲(chǔ)專清讓性能暴漲ll快充新體驗(yàn)充電10分鐘，通話2小時(shí)，18W快充標(biāo)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(chǎng)景優(yōu)化,AIPowerMaster智理后臺(tái)清理減少無(wú)用損耗。大屏不掉幀6.8HD+超大屏幕尺寸。帶來(lái)超越以往的視覺(jué)盛宴，90Hz高刷新率靈敏順滑，比對(duì)手搶先一步。性能再升級(jí)特有的達(dá)爾文引擎、麥哲倫引擎、艾達(dá)引擎配合存儲(chǔ)專清讓性能暴漲。顏值更能打新潮朋克立體拼接設(shè)計(jì)，陽(yáng)光照射下形成強(qiáng)烈的視覺(jué)沖擊，帶來(lái)細(xì)膩手感的同時(shí)也更具抗指紋性。主賣點(diǎn)Vision3-5000mAh,Vision3Plus-6000mAh,18W快充輔助賣點(diǎn)性能升級(jí)外觀升級(jí)數(shù)字營(yíng)銷現(xiàn)象趨勢(shì)媒介框架策略布局核心媒介渠道選擇數(shù)字營(yíng)銷現(xiàn)象趨勢(shì)媒介框架策略布局核心媒介渠道選擇營(yíng)銷運(yùn)營(yíng)形態(tài)媒體數(shù)字移動(dòng)化移動(dòng)是第一屏AlwaysonTarget精準(zhǔn)觸達(dá)Criteo、MiQ、TTDMediaSpotify、kompas、inquirer等傳統(tǒng)媒體數(shù)字媒體移動(dòng)媒體社交媒體數(shù)字化移動(dòng)化社交化A-關(guān)注A-關(guān)注移動(dòng)行為碎片化做時(shí)間的朋友時(shí)間聚合-用戶流量穩(wěn)定性維護(hù)AlwaysonTime有效影響戶外公交廣告、大屏廣告、YTBConnectedTV、OTT開(kāi)屏等更多內(nèi)容更多時(shí)長(zhǎng)更多分享更更多內(nèi)容更多時(shí)長(zhǎng)更多分享更多消費(fèi)碎片流量細(xì)分化刷屏種草帶貨場(chǎng)景細(xì)分-用戶流量關(guān)聯(lián)性優(yōu)先AlwaysonScene互動(dòng)轉(zhuǎn)化Reddit、Kwai、FacebookCPAS、GoogleShoppingwithShopee/Lazada多元化信息流社交場(chǎng)景化實(shí)時(shí)性多元化信息流社交場(chǎng)景化V3Series推廣計(jì)劃-媒介組合策略人群廣泛觸達(dá)人群廣泛觸達(dá)全渠道鋪墊聲量視頻搜索社媒引流炒熱話題氛圍位視頻搜索社媒引流炒熱話題氛圍位4.印尼借勢(shì)X-Factor本土關(guān)注●●●●利用再營(yíng)銷人群利用再營(yíng)銷人群收割電商轉(zhuǎn)化關(guān)鍵詞主動(dòng)搜索者科技、生活方式、社交娛樂(lè)愛(ài)好者競(jìng)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(diǎn)-----------視頻素材結(jié)合產(chǎn)品賣點(diǎn)，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(diǎn)與生活場(chǎng)景結(jié)合，用戶深入了解品牌特性，實(shí)現(xiàn)品牌曝光。各類產(chǎn)品素材結(jié)合產(chǎn)品賣點(diǎn)，實(shí)現(xiàn)不同素材多元化投放。視頻素材體現(xiàn)產(chǎn)品特點(diǎn)結(jié)視頻素材體現(xiàn)產(chǎn)品特點(diǎn)結(jié)合推廣文案和不同目標(biāo)CTA，在社媒平臺(tái)實(shí)現(xiàn)品牌曝光及網(wǎng)站引流。 社媒與品牌互動(dòng)-----------結(jié)合社媒不同受眾興趣，實(shí)現(xiàn)品牌與用戶互動(dòng)單圖或輪播圖片素材結(jié)合文案描述，體現(xiàn)產(chǎn)品賣點(diǎn)。KOL推廣，擴(kuò)大社媒粉絲群體。結(jié)合Facebook不同受眾興趣標(biāo)簽，觸達(dá)目標(biāo)受眾群體，實(shí)現(xiàn)品牌傳播。線下手段渠道動(dòng)作線下手段渠道動(dòng)作OOH：以在產(chǎn)糧區(qū)南北呂宋島租賃的8塊OOH為投放點(diǎn)，以產(chǎn)品主KV為投放內(nèi)容，輻射周圍210萬(wàn)人次/月，投放期TVC：通過(guò)本地全國(guó)性熱點(diǎn)頻道channel5作為投放渠道，選取早十點(diǎn)及晚八點(diǎn)兩個(gè)黃金時(shí)間段進(jìn)行15s產(chǎn)品視頻的輪播，為期船體廣告：通過(guò)船舷旗、座椅靠背、船身側(cè)面廣告等形式進(jìn)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?。瑸槁费荩阂约性诋a(chǎn)糧區(qū)的15家門店，5個(gè)商圈為重點(diǎn)進(jìn)行歌舞、抽獎(jiǎng)等活動(dòng)吸引顧客進(jìn)店體驗(yàn)，以達(dá)渠道訂貨會(huì)：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(hù)三大媒體平臺(tái)打造營(yíng)銷矩陣三大媒體平臺(tái)打造營(yíng)銷矩陣精準(zhǔn)被動(dòng)式引流關(guān)鍵詞布局傳達(dá)品牌精神力創(chuàng)建FB話題，設(shè)置FB專題討論群組，引爆話題事件；官方賬號(hào)設(shè)置留言板，管理互動(dòng)。GG多旗下媒體平臺(tái)聯(lián)動(dòng)引領(lǐng)銷售熱潮全方位營(yíng)銷矩陣，聯(lián)合當(dāng)?shù)豑op級(jí)電商，打開(kāi)itel在印尼市場(chǎng)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(qiáng)話題熱度結(jié)合快手創(chuàng)意拍攝功能，結(jié)合當(dāng)?shù)亓餍懈栉柙?，以KOL打頭陣，引領(lǐng)全網(wǎng)跟拍。日常傳播營(yíng)銷矩陣日常傳播營(yíng)銷矩陣產(chǎn)品發(fā)布:#itel新品首發(fā)、#itelVision亮點(diǎn)傳播亮點(diǎn)傳播營(yíng)銷矩陣營(yíng)銷矩陣亮點(diǎn)傳播亮點(diǎn)傳播線下手段渠道動(dòng)作線下手段渠道動(dòng)作一周年渠道見(jiàn)面會(huì)（巴厘島）：itelfamily產(chǎn)品體驗(yàn)，品牌宣貫APK展示用互動(dòng)物料，燈箱布APK展示用互動(dòng)物料（重點(diǎn)門店線上訂貨會(huì)線下渠道見(jiàn)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(hù)新老MD客情一周年渠道見(jiàn)面會(huì)：itelfamily產(chǎn)品體驗(yàn)，品牌宣貫，全品類新品和手機(jī)新品介紹，H1市場(chǎng)計(jì)劃，渠道政策，激勵(lì)措施等，結(jié)合本地化特色晚宴/娛樂(lè)活動(dòng)促成當(dāng)天提貨3月W1預(yù)熱3月W3聲量引爆Time-lineWAVE營(yíng)銷手段線標(biāo)標(biāo)科購(gòu)媒體入庫(kù)播播好草草草/Weekly輿情管理國(guó)家落地情況，（Dataperiod：2022.03.21-2022.05.20DataSource：FB+IG+Google+PR+KOLReach+4562%Reach+206%針對(duì)VISION3完成線下訂貨會(huì)，邀請(qǐng)含國(guó)包、二級(jí)、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(jī)VISION3的快充為核心賣點(diǎn)，激發(fā)“電量”滿滿的生活狀態(tài)，實(shí)現(xiàn)VISION3新機(jī)超級(jí)快充賣官號(hào)漲粉5.1k完全超出預(yù)期，挑戰(zhàn)賽期間站內(nèi)it優(yōu)質(zhì)自然達(dá)人積極參與#itelSuperPo自然達(dá)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(shí)間內(nèi)，僅Youtube聯(lián)動(dòng)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(yǔ)528,403,29052,989Negosentro內(nèi)格森特羅/negosentro-corporate-news/?release_id=132932英語(yǔ)100,20017,810PinoyTechSagaPinoy科技/p/media-outreach-tech-news.html?release_id=132932英語(yǔ)82,47013,115JournalOnline期刊在線.ph/specials/media-outreach/?release_id=132932英語(yǔ)25,2609,891iManila愛(ài)馬尼拉/feeds.html?feedid=4英語(yǔ)20,5503,984OurDailyNewsOnline每日新聞在線/media-outreach/?release_id=132932英語(yǔ)8,2802,574YahooNewsMalaysia雅虎大馬/news/milestone-masterpiece-itel-launched-most-073000276.html英語(yǔ)1,039,840,41020,034YahooFinanceSingapore雅虎新加坡/news/milestone-masterpiece-itel-launched-most-073000276.html英語(yǔ)535,857,09043,432YahooNewsIndonesia雅虎新聞?dòng)∧?news/milestone-masterpiece-itel-launched-most-073000276.html英語(yǔ)528,403,29041,670AsiaOne亞洲第一站/business/milestone-masterpiece-itel-launched-most-affordable-fast-charging-smartphone英語(yǔ)1,299,00031,449聯(lián)動(dòng)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(bào)/media-outreach/?release_id=132932英語(yǔ)546,48020,966BrandinginAsia品牌亞洲/asia-news-by-media-outreach/?release_id=132932英語(yǔ)80,760NewsHubAsia人力亞洲/article/a-milestone-masterpiece-itel-launched-the-most-affordable-fast-charging-smartphone/英語(yǔ)43,9206,088CapitalAsia投資亞洲https://capital.asia/mediaoutreach/?release_id=132932英語(yǔ)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(yǔ)26,4902,414ShentonWire/mediaoutreach/?release_id=132932英語(yǔ)2,674/feeds.html?feedid=5英語(yǔ)2,057https://cityplusfm.my/media-outreach/?release_id=132932英語(yǔ)2,091/statis/media-outreach?release_id=132932英語(yǔ)2,128KarimunToday/mediaoutreach/?release_id=132932英語(yǔ)2,163聯(lián)動(dòng)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(yǔ)6,9302,149https://hr.asia/media-outreach/a-milestone-masterpiece-itel-launched-the-most-affordable-fast-charging-smartphone/英語(yǔ)5,8502,187SMEMagazineOnlinehttps://sme.asia/a-milestone-masterpiece-itel-launched-the-most-affordable-fast-charging-smartphone/英語(yǔ)5,2802,188Menitone/?release_id=132932英語(yǔ)3,5702,128菲律賓商業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