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Hello,Procter&GambleCrest

Pro-Health

OND

Digital

MaximizationJuly

6th,

20151Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015AGENDA2Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Brief

recapStrategyCreative

ApproachUser

JourneySocial

SupportCampaign

CalendarECO

-

SystemTimeline

&

Budget

AllocationKPIBrief

Recap3Crest

OND

3DW

Campaign

|

July

4,

20154Brief

RecapBACK-GROUNDOBJECT-IVECRESTThe

BrandHigh

AwarenessPro

HealthProductProduct

superiority

“7

in1”,all roundhealthSnF2

,USPBuild

the

awareness

and

believability

of

“7-in-1”Motivate

consumers

toengage

and

swap

the

toothpasteShare

their

true

testimonialsDrive

salesCrest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Strategy5Crest

OND

3DW

Campaign

|

July

4,

2015others全優(yōu)7效VS.Simple

functionality:

whitening,

gum

bleeding…Not

all

round

health:Colgate

360:

focus

on

bleeding

gums

and

inflamedgums,no

whiteningSensodyne

Multi

Care:

solves

4

issues

onlyAll

round

health:

1

paste

can

solve

7

main

oralhealth

issuesTechnology

breakthrough

to

support:

SnF27-in-1

all

round

health6Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Our

product

is

highly

unique

and

has

the

ability

to

easily

stand

out.7Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Our

main

objcetive

now

is

to

drive

awareness

and

prompt

trial/purchase.Aged

from

25

–

40yrs,

well-educated,

independent

peoplewith

high

es

who…Plan

and

control

everythingInvestigate

and

e

experts

in

areas

they

are

interested

inPut

health

as

thefoundationKnow

what

they

want,

yet

keen

on

getting

advice

fromfriendsHave

high

expectations

for

lifeHave

a

certain

level

of

knowledge

about

dental

care.They

seek

health

protection

and

know

what

they

want.8Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Our

WHO:

PURPOSEFULS-

One

toothpaste

solve

one

problem-

Don’t

believe

multi

functional

product

works-

Trustthe

professionals.-Want

full

round

oral

care

protectionToothpaste

can

solve

oral

problems,

I

don’tdoubt

that.I

know

what’s

my

oral

issues.

Find

asolution

to

solve

it,

that

makes

sense.But

if

you

tell

me

that

one

product

willsolve

all

problems.

I

will

have

a

questionmark

on

that.For

me,1vs1

is

normal.1vs2

is

not

bad.1vs3

is

already

terrific

and

extraordinary.1vs

more

than

4,

I

barely

believe

it.It’s

impossible,

isn’t

it?edition,

LonginesCaGucci,

LV.rtier

LoveOmega

limitationI

prefer

to

believe

practical

things.Like

a

doctor

will

apply

medicineaccording

to

indications.One

medicine

cannot

heal

all

problems.I

want

a

full

round

oral

health

protection,but

don't

believe

that

one

product

couldsolve

all

the

problems.…is

it

just

a

gimmick?How

could

a

it

be

possible.That

one

alone

against

3,4,5,

whatever

…9Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Trust

professionals,

want

full

round

Oral

care

protection,

but

don’t

believe

the

productOur

WHO:

PURPOSEFULSTHEYcontrol

everythingknow

every

detailto

find

the

right

tools/knowledgeare

always

lookingto

improve

their

livessearch

for

professional

information10Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015PURPOSEFULS:

Key

PointsTHE

CHALLENGEHow

to

let

them

know

and

trust

‘7-in-1’

can

solve

the

7

oral

issuesand

get

them

to

try

Cret

Pro-HealthBRAND7-in-1CONSUMERAll

round

healthprotectionTHE

GAPPurposeful

people

want

all

round

oral

health

protection,but

don’t

know

and

don’t

yet

believe

in

‘7-in-1’SO,

HERE

IS

THE

GAP11Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015#1

Internet

savvy#3

Social

Platform#4

Search#5

EC#6

Video#2

MobilizationBEHAVIOUR:

the

China

digital

landscape12Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

20156:00-7:00Woken

up

by

mobile

alarm,

listens

to

Kaola

FM

while

getting

ready7:00-9:00Browses

news/Weibo

posts

on

her

mobile,

plays

mobile

games,

ormakes

payments

for

the

items

in

the

shopping

cart

on

Taobao,

TMall,

or

JD

on

the

way

to

office9:00-10:00Uses

computer

to

search

information

on

Baidu

for

work10:00-12:00Brings

tablet

or

laptop

to

meetings

with

clients12:00-14:00Orders

food

delivery

from

eLeMe,

shares

dining

pictures

on

WeChat

Moments;

purchasessnacks

in

convenience

store

via

Alipay14:00-17:00Works

while

online

music

plays

via

Xiaomi,

constantly

chattingwith

friends

on

QQ/WeChat17:00-21:00Searches

Dianping

to

find

a

place

to

eat,

chats

with

friends

on

WeChat

or

browses

Meipaionwhile

eating;

uses

Didi

to

get

taxi

home21:00-24:00Watches

a

movie

at

home

via

Youku

on

tablet,

writes

a

movie

review

on

Douban;

plans

her

nexttrip

with

Qunar;

finally

checks

WeChat

before

going

to

sleepStart

China

landscape

#1:

INTERNET

SAVVY13Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015*

Traditional

PC

includes

desktop

computer

and

laptop.

**HHI:

household

es.

Source:

CNNIC

2014/12

China

Internet

ResearchIn

2014,

more

netizens

used

mobile

phones

to

access

the

Internet

than

traditional

PC*.The

number

of

people

who

use

tablets

to

access

the

Internet

has

seen

a

fast

growth,

especially

amongpeople

with

higher

education

(college

and

above

51%),

higher

HHI**

(5k/month

43%.)Top

APP

usage

primarily

IM

&

SOCIAL

&

EC–

such

asQQ\WECHAT\TAOBAOSource:

Talking

Data

2014

Mobile

Internet

Report

Page

26,

2015

Jan

Note:

Above

data

is

from

2014

December

Android

App

market

rankingChina

landscape

#2:

MOBILIZATION14Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Top

3

APPs:

QQ\QZONE\WECHATWeChat

users

better

match

our

WHO

age

group.So

WeChat

will

be

chosen

as

the

main

communication

&interaction

platform.China

landscape

#3:

SOCIAL

PLATFORM

USAGE1,366820629600500468343300300284230200167170100FACEBOOKMESSENGERWHATSAPPQZONEQQFACEBOOKSOCIAL

PLATFORM

USAGESource:

We

Are

Social

analysis

of

Facebook

data,

Q1

2015;

latest

company

statements,

correct

as

at

17

January

2015WECHATTUMBLRTWITTERINSTAGRAMSKYPEGOOGLE+BAIDU

TIEBALINESINAWEIBOSNAPCHAT15Crest

OND

3DW

Campaign

|

July

4,

2015PCMobile16Crest

OND

3DW

Campaign

|

July

4,

2015Searchhas

e

anatural/normal

online

behavior.Growth

in

Mobile

search

is

very

obvious.

Consider

more

keywordson

mobile

search.China

landscape

#4:

SEARCH

BEHAVIORSource:

iresearch

2014

merce

report6.50%0.70%1.10%1.30%1.30%1.40%1.70%2.90%3.20%18.60%0%10%50%60%OthersJumeiYixunAmazonDangdangYHDGuomeiVSuningJingdongTmall61.40%

79095.5

million23960.5

million412.2

million373.5

million219.0

million180.3million167.5

million167.5

million141.7

million90.2

million837.3

million20%

30%

40%

Tmall&

JD

are

the

two

platforms

where

most

users

go

and

areactive.We

should

consider

the

two

as

our

EC

campaign

platforms2014

China

B2C

Shopping

Websites

GMV

Market

Share

2014

China

Mobile

Internet

Corporation

GMV

Market

Share4.40%17Crest

OND

3DW

Campaign

|

July

4,

20150.30%0.30%0.40%0.50%0.50%0.80%2.10%4.20%0%10%20%30%40%50%60%70%80%Othersmmb…

0.30%Dangdang

APPAmazon

APPGuomei

APPYHD

APPJumei

APPSuning

APPV

APPJingdong

APPTaobao

APP3904.8million1952.4

million743.8

million464.9

million464.9

million371.9

million278.9

million278.9

million278.9

million4090.7

million86.20%

80141.0

millionChina

landscape

#5:

EC

MARKET

SHAREYouku

&IQiyi

are

the

twomost

importantvideo

platforms

we

can

consider

touse.Need

to

strengthen

the

proportion

onmobile.37.0%18Crest

OND

3DW

Campaign

|

July

4,

201539.0%39.5%46.4%47.3%48.8%54.2%56.6%63.0%16.7%25.8%21.2%30.8%23.8%32.9%26.3%28.6%26.0%31.9%34.2%32.8%39.8%41.2%48.1%15.6%18.5%18.1%25.5%23.0%24.9%30.9%27.2%32.9%43.2%41.6%48.3%YoukuiQiyiTencent

VideoBaidu

VideoTudouSouhu

VideoLeTVPPSPPTVXunlei

Kankan360

VideoSinaVideoOnline

Video

Audience’s

Platform

Choice

(%)China

landscape

#6:

ONLINE

VIDEO

OVERVIEWMobile

OnlineVideo

AudienceTotal

OnlineVideo

AudiencePC

Online

Video

AudienceLet’s

look

at

their

online

behavior

when

it

comes

toissues

about

oral

care.19Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

20154Checks

out

detailsonhealth

sites23Searches

on

EC

&

viewscomments1Searches

for/followsophisticated

bloggers

andexpertsTry

to

find

the

right

answerson

quora

sites

like

…Online

Behavior:

Oral

Care

Journey20Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015We

should

provide

authorized

and

reliable

content

on

relevantplatforms

and

use

KOLs

to

raise

their

attention

and

desire

to

explore

more

about

oral

health

issues

and

our

product.21Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Step

1Start

with

the

OCCASION

TOPICS

relevant

to

daily

life

in

amoreapproachable

way

to

highlight

oral

health

issues

and

challenge

level

of

trustin

their

current

pasteStep

2Launch

a

SOCIAL

CHALLENGE

focused

on

the

our

product

USP

todrive

trial:

SWAP

your

current

tooth

paste

for

our

product

throughintegrationof

online

&offline

engagement.Step

322Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Encourage

users

to

SHARE

THEIR

TESTIMONIALS

to

amplify

thecampaign

though

continuous

incentive

mechanism

and

expandSWAP

base

and

ECsalesCommunication

StrategyCREATIVEAPPROACH23Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Purposeful

people

are

rational

consumers

who

are

detail

oriented,well

planned

and

in

control...pursuing

perfection.They

pursue

better

quality

products

and

services

and

do

a

lot

ofresearch

into

the

‘whats

and

whys’

of

the

products.They

are

very

clear

about

what

do

and

don’t

need

and

also

rely

alot

on

mendations

from

friends.CreativeInsight24Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Based

on

the

target

audience

online

behaviors,

we

will

use

thereputation

of

celebrity

and

professional

platforms,

to

build

trust

inthe

us.Meanwhile,

we

will

amplify

the

product

benefits

via

a

‘challenge’

tomotivate

them

to

participate

and

drive

trial.Opportunity25Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Manifesto你對工作一絲不茍，想要生活盡善盡美字典里從來沒有“不完美”你是個超級生活家家里大小事務(wù)你都負(fù)責(zé)到底關(guān)心每一位家人的衣食住行佳潔士全優(yōu)7效一支牙膏完美解決7大口腔問題全面呵護(hù)，每一個中國人的口腔健康是時候，和你的現(xiàn)任牙膏說再見了。不信？就來換！Detail

oriented

in

workPursue

a

perfect

lifeThere

is

no

“not

perfect”

in

your

dictionaryLife

manager

at

homeNo

matter

big

or

small

thingsYou

will

always

be

thereCaring

for

everything

for

your

family你需要有一個完美管家，助你呵護(hù)全家！You

need

a

perfectlifemanager,cares

for

yourfamilyCrest

Pro

Health

7-in-11

paste

can

solve

7

main

oral

issuesAll

round

oral

health

protection

for

every

ChineseIt’s

time

to

say

GOODBYEto

your

current

pasteDon’t

you

believeit?

SWAP

NOW!26Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015挑戰(zhàn)1vs7,不信就來換!Challenge

1vs7,

SWAP

now

if

you

don’t

believe!!!（Dare

you

SWAP?)CreativeIdea27Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015TEASEROct.19th

-

Oct.30thOBJECTIVE28Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015STRATEGYTACTICSCTARaise

awareness

of

“

7-in-1”Build

the

believabilitySWAP

pastesDrive

SalesWOMDrive

salesCampaign

OverviewSUSTAINDec.1st

-

Dec

14thENGAGEMENTNov

1st

-Nov.

31stPhase1

Teaser29Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Use

warning

?

+

life

styles

around

oral

issue

to

raise

the

trust

crisis

on

the

current

toothpaste,Move

to

pay

attention

on

the

“7-in-1”which

one

can

solve

7

oral

issues.Attract,invitetarget

audiencetofollow

the

ingchallenge.OBJECTIVE30Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015STRATEGYTACTICSCTASocial

TopicViralvideoKeywords

(Search)Pay

attention

to

“Swap

challenge”Raise

awareness

of

“

7-in-1”Build

the

believabilitySWAP

pastesDrive

SalesWOMDrive

salesChallenge

the

level

of

trust

in

theircurrent

pasteBuild

the

“7-in-1”

brand

imageCampaign

OverviewTEASEROct.19th

-

Oct.30thSUSTAINDec.1st

-

Dec

14thENGAGEMENTNov

1st

-Nov.

31stSocialTopic1.SOCIALTOPIC31Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

201532Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015SocialTopic33Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015SocialTopic34Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015SocialTopic35Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015UGC?#愛點(diǎn)外賣的人#你家的牙膏能幫你解決7大口腔問題嗎?#愛kiss的人#你家的牙膏能幫你解決7大口腔問題嗎?#愛吃小龍蝦的人#你家的牙膏能幫你解決7大口腔問題嗎?#愛聚下午茶的人#你家的牙膏能幫你解決7大口腔問題嗎?#愛吃醋的人#你家的牙膏能幫你解決7大口腔問題嗎全優(yōu)7效1支完美挑戰(zhàn)7大問題

10月17日不信就來換SocialTopic2.SEARCH36Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015SocialTopic3.

VIRAL

VIDEO37Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015SocialTopic38Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Phase2Engagement39Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015The

LaunchTake

theChallengenow!Collaborate

with

O2O

platforms

to

take

the

challenge

into

consumers’

homes.Invite

them

to

participate

the

challenge

via

online/offline

channels.Experience

the

“7-in-1”

benefits.Make

the

consumers

trust

our

product

via

professional

knowledge

and

facts/figures/data.Motivate

them

to

SWAP

theircurrent

pasteand

trial

our

product.Increase

trial

and

increase

sales.OBJECTIVE40Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015STRATEGYTACTICSCTASocial

TopicViralvideoKeywords(Searching)Pay

attention

to

“Swap

challenge”Raise

awareness

of

“

7-in-1”Build

the

believabilitySWAP

pastesDrive

SalesWOMDrive

salesChallenge

the

level

of

trust

in

theircurrent

pasteBuild

the

“7-in-1”

brand

image

1

vs

7

Challenge

to

make

them

believe

andSWAP

their

toothpastesEngagement

Website*Traffic

channel:Social

|

o2o

platform

collaboration

|

EC

|

offlineSWAP

Now

(Go

to

EC

and

buy)Spread

the

“swap

challenge”

to

friendsDrive

people

to

share

testimonialsCampaign

OverviewTEASEROct.19th

-

Oct.30thSUSTAINDec.1st

-

Dec

14thENGAGEMENTNov

1st

-Nov.

31stSocialTopicSocialTopicH5GAMEFocus在七大口腔問題，用專業(yè)內(nèi)容，數(shù)字，圖標(biāo)等告訴用戶你的“現(xiàn)任牙膏君”難以抵擋七大問題。你需要一只全效牙膏來全面呵護(hù)口腔健康，由此引發(fā)購買和試用。挑戰(zhàn)1

VS

7，不信就來換41SocialTopicSocialTopicH5GAMEFocus在七大口腔問題，用專業(yè)內(nèi)容，數(shù)字，圖標(biāo)等告訴用戶你的“現(xiàn)任牙膏君”難以抵擋七大問題。你需要一只全效牙膏來全面呵護(hù)口腔健康，由此引發(fā)購買和試用。挑戰(zhàn)1

VS

7，不信就來換42SocialTopicSocialTopicH5GAMEFocus在七大口腔問題，用專業(yè)內(nèi)容，數(shù)字，圖標(biāo)等告訴用戶你的“現(xiàn)任牙膏君”難以抵擋七大問題。你需要一只全效牙膏來全面呵護(hù)口腔健康，由此引發(fā)購買和試用。挑戰(zhàn)1

VS

7，不信就來換43SocialTopicSocialTopicH5GAMEFocus在七大口腔問題，用專業(yè)內(nèi)容，數(shù)字，圖標(biāo)等告訴用戶你的“現(xiàn)任牙膏君”難以抵擋七大問題。你需要一只全效牙膏來全面呵護(hù)口腔健康，由此引發(fā)購買和試用。挑戰(zhàn)1

VS

7，不信就來換44H5GAMEWith

a

focus

on

the

7

key

oral

health

issues,

use

professional

content,

statistics,

charts,

etc.

toeducate

consumers

that

their

current

paste

can’t

provide

the

all

round

protection

for

the

serious

oral

issues.

Highlightnow

all

you

need

now

is

the

one

paste

which

can

solve

7

oral

issues,

trigger

trial

and

salesSocialTopicEC

coupons:

decrease

in

value

day

by

day

to

prompt

action.Day

1:

RMB

7

discount;

Day

2

RMB

6

discount;

Day

3

RMB

5

discount

etc.Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Challenge

1vs7,SWAP

now

if

you

don’t

believe.H5GAMESocialTopicSocialO2O

Platform

CollaborationECOffline(supermarkets)Campaign

Site

Traffic

SourceCrest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015H5GAMESocialTopicSocialTopicLeverage

the

food,

lifestyle

platforms,

like

“Dazhongdianping

/

eLeMe

/

Tmall”“7

in

1”

will

deliver

the

food

to

you

and

invite

you

the

participate

the

challenge,

raising

awareness

oforal

care

health

and

appealing

to

more

people

to

engage

in

thechallenge.#賭上吃貨尊嚴(yán)1VS.7大挑戰(zhàn)

#百萬級白領(lǐng)1VS.7技能養(yǎng)成

#你真的能安心地做吃貨嗎

#你家的牙膏真的靠譜嗎#是時候把現(xiàn)任變“前任”！47Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Phase3Sustain48Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Encourage

people

to

share

their

testimonials.Collect

and

showcase

the

results

on

EC,

to

enhance

the

product

believability.Spread

the

results

and

make

the

consumers

mend

to

friendsTo

drive

sales

and

build

a

good

WOMOBJECTIVE49Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015STRATEGYTACTICSCTASocial

TopicViralvideoKeywords(Searching)Pay

attention

to

“Swap

challenge”Raise

awareness

of

“

7-in-1”Build

the

believabilitySWAP

pastesDrive

SalesWOMDrive

salesChallenge

the

level

of

trust

in

theircurrent

pasteBuild

the

“7-in-1”

brand

image

1

vs

7

challenge

to

make

them

believe

andSWAP

their

toothpastesEngagement

Website*Traffic

channel:Social

|

o2o

platform

collaboration

|

EC

|

offlineSWAP

Now

(Go

to

EC

and

buy)Spread

the

“swap

challenge”

to

friendsDrive

people

to

share

testimonialsRealTestimonials

&

Statistics

to

showthe

good

WOMBig

prize

to

attract

the

testimonials

onWeibo|

ECTestimonials

&Statisticsshowcaseon

EC

to

drive

more

salesShare

testimonialsmend

the

product

to

friendPurchase

on

ECSUSTAINDec.1st

-

Dec

14thCampaign

OverviewTEASEROct.19th

-

Oct.30thENGAGEMENTNov

1st

-Nov.

31stUse

a

big

prize

to

attract

people

to

share

testimonials

online

if

they

trial

the

product.Showcase

the

number

of

people

who

have

participated

in

the

challenge

in

EC

site,

to

enhance

the

productbelievability.Leverage

the

comments/

testimonials

after

they

purchase

online,

to

increase

the

product

purchase

conversion.*Big

prize

suggested:

yearly

oral

care

service

for

the

whole

family,

including

products,

visit

the

dentist.H5GAEMC

ECampaignsite50Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015H5GAMECollect

testimonials

in

Weibo/ECShowcase

the

testimonial

and

results

in

ECChallenge

Result

Report將全中國已經(jīng)有多少人，使用“全優(yōu)7效”完成1擋7的挑戰(zhàn)，直觀地展現(xiàn)在人們面前，增強(qiáng)公信力與品牌專業(yè)度，在帶給更多人消費(fèi)者的使用體驗(yàn)。用戶還可通過發(fā)紅包的形式，召喚7個好友，贏取試用裝或代金券。整個活動的回顧視頻也將進(jìn)一步在網(wǎng)上推廣，引發(fā)二次傳播。中國人以1擋7數(shù)據(jù)報告ECCampaignsiteH5GAHM5EGAME51SocialTopicH5GAEMC

ECampaignsiteH5GAMEAsk

consumers

to

share

the

product

and

coupons

to

friends

if

they

trust

it…like

sharing

a

“HongBao”

to

friends.To

increase

product

sales

by

WOM

and

mendations.52Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015mendationsSocialTopic以H5形式展示全中國已經(jīng)有多少人完成1擋7的挑戰(zhàn)，直觀地帶給更多人消費(fèi)者的使用體驗(yàn)。用戶還可通過發(fā)紅包的形式，召喚7個好友，贏取試用裝或代金券。整個活動的回顧視頻也將進(jìn)一步在網(wǎng)上推廣，引發(fā)二次傳播。中國人以1擋7數(shù)據(jù)報告H5GAHM5EGAMEECCampaignsite53OBJECTIVERaise

awareness

of

“

7-in-1”54Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Build

the

believabilitySWAP

the

pastesDrive

SalesWOMDrive

salesCampaign

SummaryENGAGEMENTSUSTAINTEASERIn

order

to

build

the

awareness

and

believability

of

“7-in-1”,

motivate

consumers

to

swap

the

toothpaste,

share

their

true

testimonials

tobuild

a

good

WOM

and

drive

sales,,

we

will

focus

on

the

message

of

“7-in-1”

to

highlight

the

product

USP,

use

the

relevant

topics

/

facts/statistic

to

educate

and

persuade

consumers

turn

to

trial

and

be

buyers.CREATIVEUser

Journey55Crest

OND

3DW

Campaign

|

July

4,

201556Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015POSTERENGAGEMENTSocial

Topic:The

7vs.1

Challenge4

ways

to

participate

in

thechallenge:1:

From

O2O

Delivery2:

Social3:

EC

event4:

Offline

StoresInteraction

Game:

1

vs

7Get

EC

couponShare

with

friends,

winsampleShare

testimonialsand

win

giftSWAP

MapVIRAL

VIDEO

mend

&

Share

HongBaoto

friends紅包TEASERSUSTAIN+INFOVSHEALTHSocial

Support57Crest

OND

3DW

Campaign

|

July

4,

2015Warmup#Topic

discussion#

Can

your

current

tooth

paste

solve

7

oral

issues?Use

relevant

topics

to

capture

their

attention

on

their

oral

healthand

toothpasteEngage-mentAmplifi-cation#challenge

now#

stimulate

them

to

participate

in

the

challengeUse

the

food,

lifestyle,

work,

etc.

as

different

touch

point,

to

educatethem

about

the

product

benefits

and

USP,

motivating

them

to

face

thechallenge

and

SWAP#WOM#

amplify

the

result,

increase

the

product

believabilityUse

big

prize

to

attract

them

back

to

share

testimonialsand

mend

to

friends#你家的“現(xiàn)任”及格了么？#喜歡Kiss的人注意了…#下午茶的攻擊力#你造吃醋的后果多嚴(yán)重么？#賭上吃貨尊嚴(yán)1VS.7大挑戰(zhàn)#百萬級白領(lǐng)1VS.7技能養(yǎng)成#是時候把現(xiàn)任變“前任”！#如何做一枚安心的吃貨？#上海已“淪陷”，你那呢#夠義氣就得這么做！#紅包拿到手軟，怎么破？#你可以不相信愛情，但這個不得不信Social

Topic

Angle58Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Phase

1Social

topic

+

viral

videoPhase

2Promote

engagementPhase

3Share

testimonial

reportEntertainment\lifestyle\foodHealth\lifestyleDirectionPurposeProfessional,

lifestyle,

health

expert59Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015KOLs

mendationBanner

to

drivetraffic

to

phase

2engagement

site60Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015Suggestion

on

CRI

PageCampaign

Calendar61Crest

OND

3DW

Campaign

|

July

4,

201562Digital

campaignInteraction

#1vs7，Dare

you

SWAP#SocialTopic

discuss

#1v7#KOLsEC2015Engagement

Promotion

——#1vs7,

Dare

you

SWAP#Witness

the

testimonialsVertical

SiteTheme

page

about

oral

care

health

topicsCooperation

with

food

APP

todeliver

the

challenge

to

homeViral

videoViral

eventOfflineOffline

SWAPCount

downBanner

drive

traffic Collect

testimonials

and

HongbaoZhihu.Guoke——professional

knowledge

implantQuora

sitesOctNovDecOct.19th

——Oct.30thNov.1st

——Nov.31stDec.1st——Dec.14thWarm-upEngagementAmplificationEvent

exposureEngagement

promotionForward

high

quality

testimonialsSEMDrive

traffic

to

engagement

siteCrest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015CAMPAIGN

CALENDAREcosystem63Crest

OND

3DW

Campaign

|

July

4,

2015KOLs64DigitalEco-systemWeChatH5

interactionTmall\

JDWeiboBrand

siteSEMComm.HubOwned

MediaPaid

MediaEarned

MediaZhihuEarnedSocial

BUZZ&EngageDaojia

meishiVertical

MediaDisplay

MediaMediaOnlineOfflineSuper

market3rd

PartTimeline

&

Budget

Allocation65Crest

OND

3DW

Campaign

|

July

4,

201566Crest

Pro-Health

OND

Campaign

Presentation

July.

6,

2015EC

campaign

sitePhase

Task

MilestoneSocial

Content8.1-8.28developmentTeaserViral

videoStory

Boardpre-production＋ShootingPost-productionReady8.3-8.148.15-8.288.31-9.119.14DesignProductionUATLaunchEngagingCampaign

Site8.17-9.4.9.8-9.2910.8-10.1510.30DesignProductionUATLaunchSustain9.8-9.299.30-10.2010.21-10.2712.4Social

Content12.2-12.9developmentReporting11.2-12.18Execution

TimelineBudget

Allocation

(Health

–

Total:

1.8M)ContentProductionIdeationReportMonitoringProjectManagement3rd

PartyFees13%40%3%12%32%25