金領(lǐng)冠h5項(xiàng)目結(jié)案報(bào)告

金領(lǐng)冠結(jié)案報(bào)告2016年6月—項(xiàng)目概述—推廣媒體：辣媽幫推廣時(shí)間：2016.06.03-2016.6.20投放金額：300,000元投放目的：提升伊利孕婦媽媽奶粉在辣媽幫平臺(tái)上的聲量及產(chǎn)品口碑，引流到

愛兒俱樂(lè)部。推廣形式：H5引流/置頂帖/微博推廣貼H5微博此次金領(lǐng)冠H5專題項(xiàng)目推廣結(jié)合了優(yōu)質(zhì)推廣貼、H5以及官方微博的形式呈現(xiàn)，內(nèi)容層次分明，情理結(jié)合。從推廣帖和H5一起入手，豐富精彩的優(yōu)質(zhì)內(nèi)容引起了用戶們的高度關(guān)注，首頁(yè)頂通以及福利首頁(yè)頂部banner的位置帶來(lái)了很有利的宣傳，豐厚的活動(dòng)獎(jiǎng)品及熱門話題引起了用戶們的高度關(guān)注，引起回復(fù)熱潮。—執(zhí)行亮點(diǎn)—置頂帖展示1辣媽用戶點(diǎn)擊跳轉(zhuǎn)順序上圖數(shù)據(jù)所示，每個(gè)數(shù)據(jù)的實(shí)際量比預(yù)估量高，持續(xù)時(shí)間為4天，推廣貼內(nèi)容精彩豐富，帶來(lái)了更多辣媽的參與和持續(xù)關(guān)注；置頂帖數(shù)據(jù)

預(yù)估曝光量實(shí)際曝光量預(yù)估點(diǎn)擊實(shí)際點(diǎn)擊預(yù)估回復(fù)實(shí)際回復(fù)互動(dòng)量19,500,00024,121,624240,000262,817200303971互動(dòng)量=（回復(fù)+轉(zhuǎn)發(fā)+收藏）

H5活動(dòng)展示2H5頁(yè)面展示辣媽用戶點(diǎn)擊跳轉(zhuǎn)順序

H5詳細(xì)轉(zhuǎn)化金領(lǐng)冠孕婦奶粉H5專題每日詳細(xì)轉(zhuǎn)化報(bào)告媒體KPI項(xiàng)總數(shù)6月3日6月6日6月7日6月8日6月12日6月13日6月14日6月15日6月16日6月20日辣媽幫整體數(shù)據(jù)曝光量95,910,27910,592,1965,229,4484,102,5593,944,89210,174,41316,299,29813,387,0847,183,51316,610,7488,386,128頁(yè)面PV1,075,285101,88489,04251,80237,93196,889201,597105,32264,431194,803131,584頁(yè)面UV573,14471,97260,47735,77922,28550,374101,69349,01731,55780,18769,803第一頁(yè)參加活動(dòng)351,32557,33749,68327,91015,90334,48254,99723,62516,34840,26630,774活動(dòng)規(guī)則82,5088,8309,1034,3813,7729,00912,4017,9414,80513,2539,013第二頁(yè)吃54,40510,0639,0193,8202,2016,1929,1363,0761,8475,9093,142動(dòng)45,9709,2078,6412,4621,9504,8787,0592,5311,4965,0882,658美61,69412,32810,1874,5032,6896,61010,1873,1902,2316,1623,607第三頁(yè)曬孕期美食23,4674,7333,4121,2979212,5114,1011,4229432,7441,383曬孕期孕動(dòng)18,7053,9662,9368025442,0322,9781,2367752,3921,044曬孕期美照28,0245,9023,8781,7591,0272,9664,9321,6081,1962,9581,798第四頁(yè)點(diǎn)擊上傳圖片35,7737,1836,3012,0031,4723,9735,8542,1431,4553,3142,075彈窗按鈕17,6443,3613,0141,1597531,6232,9251,0377681,9551,049確認(rèn)上傳2,133352315129102262311132113296121第五頁(yè)參與抽獎(jiǎng)1,630198252108912022511149821898第六頁(yè)轉(zhuǎn)盤1,2431382058674156172837917773彈窗孕公主小福利（可返回）2,226479275140115279271120112332103H5投放時(shí)間為6.03-6.20，共計(jì)10天如上圖所示，整個(gè)H5的曝光量高達(dá)95,910,279；參與人數(shù)為1,075,285；獨(dú)立參與人數(shù)為573,144；提交信息數(shù)（包括號(hào)碼+孕期+地址可選填）篩重后為1118；所參與人數(shù)遠(yuǎn)遠(yuǎn)高于完整參與活動(dòng)流程人次，說(shuō)明游戲形式過(guò)于復(fù)雜，導(dǎo)致許多用戶中途退出，建議下次投放簡(jiǎn)化互動(dòng)流程，達(dá)到更好傳播效果。總曝光量頁(yè)面PV頁(yè)面UV參與活動(dòng)量95,910,279

1,075,28557314435132582508活動(dòng)規(guī)則54045吃18705動(dòng)61694美234674597028024曬美食確認(rèn)上傳曬美照2133曬運(yùn)動(dòng)1271124338773（從左往右）點(diǎn)擊上傳圖片955大轉(zhuǎn)盤抽獎(jiǎng)伊利愛兒俱樂(lè)部伊利愛兒俱樂(lè)部（可返回繼續(xù)跳下頁(yè)）17644彈窗按鈕1630參與抽獎(jiǎng)（跳到下一頁(yè)）53%1.1%61%23%15%13%18%44%40%45%20%55%45%12%76%59%76%76%H5詳細(xì)轉(zhuǎn)化漏斗H5人群分析數(shù)據(jù)展示以上數(shù)據(jù)所示，參加此活動(dòng)的用戶狀態(tài)平均，其中未懷孕占比例略高；年齡層次20歲以下和21-30歲較為平均，其中為21-30歲占比略高。推廣點(diǎn)位預(yù)覽3照片秀秀幫頂部banner媽媽健康幫頂部banner孕育首頁(yè)頂部banner時(shí)尚辣媽幫頂部bannerH5專題推廣位首頁(yè)頂部通欄時(shí)尚辣媽幫置頂帖照片秀秀幫置頂帖媽媽健康幫置頂帖H5專題推廣位照片秀秀帖子詳情頁(yè)主樓下banner媽媽健康帖子詳情頁(yè)主樓下banner項(xiàng)目數(shù)據(jù)預(yù)覽4項(xiàng)目數(shù)據(jù)展示金領(lǐng)冠孕婦奶粉數(shù)據(jù)日匯報(bào)日期點(diǎn)位實(shí)際曝光量預(yù)估曝光量實(shí)際點(diǎn)擊量預(yù)估點(diǎn)擊量2016/6/3照片秀秀頂部banner2,943,1362,500,00031,79330,000媽媽健康頂部banner1,865,2701,500,00020,60520,000媽媽健康幫置頂帖1,921,3131,500,00021,17320,000時(shí)尚辣媽幫置頂帖3,021,1402,500,00032,65530,000照片秀秀幫置頂帖2,934,0542,500,00032,90430,000孕育頻道首頁(yè)頂部banner5,683,7905,000,00043,48940,0002016/6/6時(shí)尚辣媽幫頂部banner3,133,5912,500,00033,65330,000媽媽健康頂部banner1,895,6461,500,00021,04120,000照片秀秀置頂帖3,049,7472,500,00032,70530,0002016/6/7照片秀秀頂部banner3,046,9402,500,00031,99430,000媽媽健康幫置頂帖1,976,0681,500,00022,82320,000時(shí)尚辣媽幫置頂帖3,076,0682,500,00032,91130,0002016/6/8媽媽健康頂部banner1,954,9351,500,00021,55920,000媽媽健康幫置頂帖2,082,5341,500,00023,04120,000時(shí)尚辣媽幫置頂帖3,154,9212,500,00033,79230,000照片秀秀幫置頂帖2,905,7792,500,00030,81330,000項(xiàng)目數(shù)據(jù)展示金領(lǐng)冠孕婦奶粉數(shù)據(jù)日匯報(bào)日期點(diǎn)位實(shí)際曝光量預(yù)估曝光量實(shí)際點(diǎn)擊量預(yù)估點(diǎn)擊量2016/6/12照片秀秀帖子詳情頁(yè)主樓下banner10,169,42410,000,00081,42980,0002016/6/13首頁(yè)頂部通欄8,105,1368,000,000127,032120,000時(shí)尚辣媽幫頂部banner3,147,9942,500,00031,69330,000孕育頻道首頁(yè)頂部banner5,046,1685,000,00042,87240,0002016/6/14孕育頻道首頁(yè)頂部banner5,149,0155,000,00041,41740,000媽媽健康幫詳情頁(yè)下banner8,238,0698,000,00063,90560,0002016/6/15媽媽健康頂部banner1,931,0901,500,00021,47820,000孕育頻道首頁(yè)頂部banner5,252,4235,000,00042,95340,0002016/6/16首頁(yè)頂部通欄8,232,4388,000,000130,515120,000媽媽健康幫詳情頁(yè)下banner8,378,3108,000,00064,28860,0002016/6/16首頁(yè)頂部通欄8,386,1288,000,000131,584120,000合計(jì)116,681,127105,500,0001,246,1171,160,000如下圖所示，所有既定KPI均超額完成，曝光量、點(diǎn)擊量均優(yōu)于預(yù)估總量。官方微博展示5微博數(shù)據(jù)展示2016/6/12官方微博鏈接主題轉(zhuǎn)發(fā)評(píng)論

【致孕公主的邀請(qǐng)函】991012016/6/15官方微博鏈接主題轉(zhuǎn)發(fā)評(píng)論