DS 5LS上市会报告

DS5LS上市会报告DS5LSLaunchReview2014.05.21 回顾Review活动网站回顾CampaignSiteReview口碑营销回顾IWOMReview跟进建议NextStep媒体投放MediaReview官方网站回顾BrandSiteReview 背景重述Backgroundrecap传播目标CommunicationObjective产品亮点沟通ProductUSPcommunication告知全新正式上市信息，深化全新车型优势，与受众进行沟通DeeplycommunicatetheinformationonthelaunchofallnewDS5LSanditsUSPwithtargetaudience宣传产品形象.创造口碑传播PublicityProductImage,createOral Spreading销售支持SalesSupport吸引受众到线下试乘试驾，提升注册转化以及产品购买考虑度Attracttargettotest-drive,andincreaseregistertransformationtosupportsales传播战术CommunicationTactics多维度支持，最大程度完成信息展示及销售促进CommunicationsviamultiplechannelstofullyshowcaseAllNewDS5LSandsupportdrivesales多平台露出，全方位覆盖数字营销所有平台，实现最广度传播CommunicationsonvariousdigitalplatformstowidelyspreadthekeymessageofAllNewDS5LS 背景重述–活动创意Backgroundrecap–Campaignbigidea活动名称：“T时代驾临”——开启全感官体验之旅！Campaignname:“TEraiscoming”——Wake-upFullSensorialExperience!Time:Mar28–Apr30创意概述：Idea:邀请用户线上参与“视听品触嗅”体验，通过微信“订车宝”和“一元众筹”活动互动.邀约用户预约试驾，Inviteusersonlinecompleteassessmentof“SightHearTasteTouchSmell”experience,ThroughWeChat"orderingtreasure"and"oneyuancrowdfunding" interaction. Offer users anappointmentforatestdrive.成功预约试驾的用户至线下体验DS5LS.并有机会尊享购车基金.Theuserwhohaveappliedtest-drivecouldexperienceDS5LSoffline,andhavetheopportunitytoenjoythe purchaseacarfund. 官方网站回顾BrandSiteReview活动网站回顾CampaignSiteReview口碑营销回顾IWOMReview跟进建议NextStep媒体投放MediaReview回顾Review DS5LS官方网站首页BrandSiteHomepageforDS5LS官网为配合DS5LS上市活动进行内容更新，提高销售线索收集。BrandsiteupdatetocooperatewithDS5LSlaunchcampaign,improvethecollectleads. 上市直播页面LiveListingPage 订车宝OrderingTreasure微信DSSTORE支付购车订金,尊享DS“订车宝”带来的现金效益.刺激销售.WeChatDS STORE deposit payment purchaseacar,enjoy DS"orderingtreasure"cash benefits.Tostimulateleads. 车型预订预约试驾折页下载CarBooking/TestDrive/LeafletDownload 官网DS5LS页面BrandSiteDS5LSShowroom官网同步配合DS5LS上市活动，沟通全感官体验,收集销售线索。BrandsitecooperatewithDS5LSlaunchcampaigncommunicationsensualexperiencetocollectleads. DS5LS价格和配置表DS5LSPriceandSpecification DS5LS精彩下载DS5LSImagesAndVideoDownload DS5LS新闻稿DS5LSNews官网同步配合DS5LS上市活动,更新新闻稿,传达DS5LS理念和移动支付“订车宝”信息.收集销售线索。BrandsitecooperatewithDS5LSlaunchcampaign,updatethenews release, conveytheDS5LSconceptand themobilepayment"orderingtreasure"informationtocollectleads. 墙纸WallPaper 3月电子报E-newsLetterMar 活动网站回顾CampaginSiteReview官方网站回顾BrandSiteReview口碑营销回顾IWOMReview跟进建议NextStep媒体投放MediaReview回顾Review 活动总览DigitalcampaignPerformanceOverview网站Site内容以及传播效果ContentandPerformanceDS官方网站DSOfficialsite全新DS5LS车型速览完整版，全新DS5LS上市会新闻页面、首页TVC视频teaser，全新DS5配置器网站更新，UpdatedallnewDS5LSpagesincludingshowroomfullversion,NewDS5LSlaunchmeetingnews,homepageTVCteaser,andupdatednewDS5LSconfiguratorwebsite活动网站CampaignSite上市会活动网站PC版，Pad版和手机版，总访问次数1,993,031，浏览量2,881,236，Leads数10,992LaunchcampaignPCversionandMobileversion.Thetotalvisitnumberis1,993,031Pageviewis2,881,236,leadscollectionis10,992媒体广告MediaBanner上市会媒体广告，总曝光数为346,790,205，点击数为3,154,971Leads数8,972Launchcampaignmediabanner,thetotalImpression346,790,205Click3,154,971Leadscollectionis8,972百度SEMBaiduSem上市活动相关关键词投放了664个.收集leads数66Launchcampaign,SophieMarceaushowrelatedkeywordreleased664,clicknumberis66品牌专区点击次数104,526，收集Leads数181Brandzone’sclicknumberis104,526,clicknumberis181概要Summary围绕全新DS5LS上市，上线了一系列网站和媒体资源：全新DS5LS车型速览完整版，全新DS5LS上市会新闻页面、首页TVC视频teaser，全新DS5LS配置器网站更新，上市会活动网站PC版、PAD版和手机版，媒体硬广、百度SEM，收到总Leads数11,957WeaseriesofwebsitesandmediaresourcearoundallnewDS5LSlaunch:newDS5LSShowroomfullversion,NewDS5LSlaunchmeetingnews,homepageTVCteaser,andupdatednewDS5LSconfiguratorwebsite,LaunchcampaignPCversion,PADversionandMobileversion,Mediabanner,BaiduSEM,receivedleadscollection11,957*Dataasof30-Apr-2014数据截止2014年4月30日 DS5LS全感官体验馆DS5LSFullSensorialExperienceShowroom活动网站PC端PCcampaignsite活动网站手机端Mobilecampaignsite活动网站PAD端Padcampaignsite首页亮点：DS5LS全感官豪华盛宴HomepagePoint:DS5LSOffersPremiumFullSensorialExperience 双屏互动体验视觉示意DualScreenInteractiveDemo用户可以选择“单屏”或“双屏”来实现用PC或者手机（通过扫描二维码联动手机）Userscanselectthe"singlescreen"or”dualscreen”provide2waysexperienceofwebsiteandmobileConnect.提供PC或移动端互动体验MobilethroughscanQRcode.QRCodeMobilelayoutPClayoutThefirstscreenofsightInteractivefinishsite 配合DS5LS上市活动，结合DS5LS车型亮点进行360度互动传播体验TocooperatewithDS5LSlaunchcampaign,combinewithDS5LSpointtomake360interactiveexperience品Taste触Touch互动亮点：双屏互动InteractivePoint:Doublescreeninteractive互动亮点：体验DENON与HP200音质与动力完美结合InteractivePoint:ExperiencetheDENONperfectcombinationwithHP200qualityandpower互动亮点：体验DS5LS奢华内饰带来的非凡质感InteractivePoint:ExperiencespecialtexturecomesfromDS5LSluxuryinterior互动亮点：体验DSCONNECT智能互联带来高科技、便捷的乘驾感InteractivePoint:Experiencehigh-techandconvenientfeelingofride互动亮点：突出DS5LS材质的环保，安全，健康InteractivePoint:Outstandingenvironmentalprotection,safetyandhealthofDS5LS视Sight听Hear嗅SmellDS5LS全感官互动页面DS5LSFullSensorialExperienceInteractivePage 预约试驾BookTestDrive增加了“订车宝”和“购车基金”更多微信互动，吸引用户参与。Added"orderingtreasure"and"carfund"toattractuserstoparticipateinactivity. 产品亮点赏鉴AppreciatingUSP增加了DS5LS产品视频和上市广告片，并把五感的图片进行分类展现。AddedDS5LSProductVideosandlaunchAD,Showthepictureofthefivesensesclassification DS5LS配置器更新DS5LSconfiguratorupdate在原有的配置器网站上更新了更多功能。动态配车，360度展示车型外观内饰，自由配置选择和车型预订。Updatedmorefunctionontheoriginalconfiguratorwebsite,configureautosettingdynamically,displayautoappearanceandinterior,optionallyconfigureandonlineorder. 官方网站数据表现Brandsitedataperformance时间网站网站浏览量网站访问Leads收集TimeWebsiteTotalPVTotalUVLeadscollection3.28~4.30DS5LS配置器82,81242,20024DS5LSShowRoom44,84476,086941DS官方网站1,688,633678,221 官方网站–DS5LS上市会活动网站BrandSite–DS5LSlaunchcampaignsite配合全新DS5LS上市，展开线上活动–在品鉴全新DS5LS的同时了解产品USP，观看产品视频，体验双屏互动，并填写信息、线上预约试驾，微信订车宝.增加销售量.CooperatedwithnewDS5LSlaunchdeployedonlinecampaign,userscangettoknowproductUSP,watchproductvideowhileparticipatein,andintegratingsystemtostimulatetoexperiencein4Sstoretoincreasesales. 数据总览-活动网站DataOverall-DS5LSlaunchcampaign活动网站时间网站浏览量网站访问销售线索硬广点击CampaignSiteTimeTotalPVTotalUVLeadsAdsclickDS5LSLaunchingCampaign3.28–4.61,263,272767,9032,7181,313,9024.7-4.13518,994346,1321,994581,7084.14-4.20470,959329,6292,239507,7154.21-4.30628,011435,2604010751,646总计Total2,881,2361,878,92410,9613,154,971 媒体专题Featurestory为配合全新DS5LS上市，汽车之家媒体通过专题页面的形式展开对全新DS5LS的造势，使用户更了解全新DS5LS的同时，并达到收集销售线索的目的。TocooperatedwiththenewDS5LSlaunch,AutohomebegintoadvertiseitwithspecialpagesofthenewDS5LS，whichmadeusersbeawareofthenewDS5LS,andcollectmoreleadsofsaleatthesametime.Leadscollection:1,714汽车之家Autohomehttp://topic.autohome.com.cn/2014/4/DS5LS/*Dataasof30-Apr-2014数据截止2014年4月30日 自有媒体平台OwnedMediaPlatform优酷Youku豆瓣Douban为配合全新DS5LS上市，优酷与豆瓣的官方平台上也进行了宣传，上新TVC，KV等TocooperatedwiththenewDS5LSlaunch,officialplatformsonYoukuandDoubanpromotedaswell,launchedTVC,KVandetc.粉丝数：479视频播放数：6,281,137Fansnumber:479Playtimes:6,281,137粉丝数:12,997浏览量：309,967Fansnumber:12,997PV:309,967 媒体投放MediaReview官方网站回顾BrandSiteReview口碑营销回顾IWOMReview跟进建议NextStep回顾Review活动网站回顾CampaginSiteReview 媒体广告OnlineMediaBanner广告创意秉承活动策略同时配合上市会活动网站，突显活动主题品鉴家的概念等吸引用户前往参加。TheMediabannerleveragedthecampaignstrategyandcooperatedcampaignsitetohighlightthethemetoengagemoreusers.NewDS5LS,isnotonlyacar,also… 百度SEMBaiduSEMDS百度SEM配合登机牌活动重新调整了关键词战略，分别从围绕活动的两大方面入手：DS品牌产品和活动主题DSbrandzonecooperatedthelaunchcampaignwithnewadjustmentofkeywordstrategy,anddevelopfromtwomostimportantaspectaroundthecampaign:DSbrandproductandthemeDS5LS上市前在百度搜索引擎上DS5LS关键词，宣传DS5LS上市活动并引流至DS官网Released91keywordsthatrelatedtoCNYGalaandSMtodrivelargetraffictoDSbrandsiteandallnewDS5campaignsite. 媒体广告花费&销售线索Mediaadvertisementspending&leadsItem项目Total总和3.28–4.64.7-4.134.14-4.204.21-4.30SpendingDS5LSLaunchcampaignSpending¥11,673,335¥5,021,097¥1,866,464¥2,127,158¥2,658,616花费DS5LS上市活动花费SEMSpending¥1,394,165¥375,393¥293,634¥240,677¥484,461搜索引擎营销花费TtoalSpending总花费¥13,067,500¥5,396,490¥2,160,098¥2,367,835¥3,143,077BrandSiteLeads官网销售线索55119692116147DS5LSLaunchcampaignsite10,9922,7491,9942,2394,010DS5LS上市会活动网站TotalLeads总销售线索11,5432,9452,0862,3554,157Spending/leads销售线索成本¥1,132.07¥1,832.42¥1,035.52¥1,005.45¥756.09活动来源时间数据总数已处理处理比率有效数据有效率CampaignSourceDateTotalleadsSofarcleaningCleaningrateQualifiedleadsQualificationrateDS5LSlaunchcampaign3.28-4.3010,9927,28066.23%2,60435.77%DS5LS活动网站 ＊Source数据来源：Admaster媒体广告来源Mediabannersource序号媒体名称广告位名称访问次数跳出率新访比例平均浏览页数平均访问持续时间No.MediaAdPositionvisitBounceateNewvisitrateVisitdepthVisitlength1凤凰网资讯-首页-浮层（两轮播）78,65956.55%89.59%2.000:00:482易车网顶部通栏171,08992.67%98.89%1.090:2:363搜狐视频National全国_Pad_Lastone15sPre-roll62,50380.98%91.65%1.240:00:244PPSNational全国_iPad_30sSecondpre-roll54,53777.60%92.89%1.360:01:365凤凰网资讯-首页-浮层（两轮播）52,18161.23%91.45%1.840:00:516Autohome天幕广告(2轮播)49,22765.21%94.88%1.480:01:107搜狐视频National全国_PC_Lastone15sPre-roll47,52979.29%95.16%1.290:00:588PPSShanghai上海_PC_30sPre-roll30秒前贴片34,07360.54%82.57%1.630:02:279qq视频National全国_PC_15sPre-rollimp.buy33,36369.57%97.41%1.460:01:3210易车网焦点图（第5幅）30,29379.80%99.58%1.160:03:21 Leads来源细分LeadssourcesegmentsPlatform3.28–4.64.7-4.134.14-4.204.21-4.30TotalCampaigndirect网站直接访问PC4412152825681,506Pad664319Wap104683937248MediaCooperation媒体合作专题页autohome2815383745211,714DigitalDisplay（媒体硬广）1,8221,1061,4912,8397,258Baidu百度Baidukeywords2317141266BaiduBrandzone(百度品牌专区）72443530181Total2,7491,9942,2394,01010,992 百度指数BaiduIndexDS5LS于3月28日开启上市盛典后关注度开始上升，3月29日关注度带到最高值，之后关注度一直保持平稳，并高于大众速腾。InthebeginningMar.28ofcampaign,theattentionfromusersandmediainMar.29isveryhigh,duringthemaintenanceperiod,userattention than VolkswagenSagitar.奥迪A3于3月21日正式上市以来关注度持续攀升并维持较高的关注度。Since Audi A3inMarch21st officiallylisted attention continuestoclimb andmaintaina highdegreeofattention.DS5LSVS大众速腾VS奥迪A3 官方网站回顾BrandSiteReview媒体投放MediaReview跟进建议NextStep回顾Review活动网站回顾CampaginSiteReview口碑营销回顾IWOMReview 总览IWOMOverview网络口碑方面通过微博，微信，优酷，豆瓣等多平台进行推广展示全新DS5LS产品，沿用TVC推广等，全面为全新DS5LS营造网络声量Thekeymessagesasproductfeatures,spokespersonandTVChasbeenpromotedviamultiplechannelsLikeweibo,WeChat,youkuanddoubantofullycreatbuzzforAllNewDS5LS 上市及后续传播LaunchPhase微博微信传播WeiboAndweChatPromotions微博直播weibolivereport微信报导weChatcommunicationDS微博/微信直击上市发布会现场，全面引发关注直播系列微博收获转发超过850次；报导微信收获阅读数近7,500，分享数近650次Thethemedweibopostshavegeneratedover850repots;thethemedWeChatmessageshavegeneratedaround7,500readsand650shares DS微博/微信及时播报区域上市，跟进DS5LS各地上市动态区域上市系列微博收获转发超过70次；微信收获阅读数近1,000，分享数近60次Thethemedweibopostshavegeneratedover70repots;thethemedWeChatmessageshavegeneratedaround1,000readsand60shares微博报道weiboreport微信报导weChatcommunication上市及后续传播LaunchPhase微博微信传播WeiboAndweChatPromotions 上市及后续传播LaunchPhase手机看车360ViewThroughMobilePhone上市发布会现场巧用“二八法则”，充分借力到场嘉宾微信传播，通过嘉宾参与创意“自制海报”活动，扩散上市发布会影响力WeplayedontheParetoPrincipleandfullyseizetheonsiteaudienceshelptowidespreadthelaunchdaymomentsviathecreativeWeChatDIYposterprogram微博创意自制海报活动creativeWeChatDIYposterprogram 上市及后续传播LaunchPhase手机看车360ViewThroughMobilePhoneTheusersgivepositiveresponsetotheexperienceandshareitwithfriends参与体验者对全景品鉴体验评价积极，并与朋友分享微信收获阅读数近2,200，分享数近150次ThethemedWeChatmessageshavegeneratedaround2,200readsand150shares微信回顾weChatreview 上市及后续传播LaunchPhase广告片推广TVCPromotionsDS优酷、豆瓣、微博、微信对DS5LS电视广告进行着重传播ThelaunchTVChasbeenpromotedviamultiplechannelsasweibo,WeChat,youkuanddouban广告片视频浏览量已超过220,000次TheTVCvideohasgotover220,000clicks 上市及后续传播LaunchPhase广告片推广TVCPromotions通过微博KOL提前爆料式炒作，微信系列幕后探秘等推广手段，DS5LS上市广告预告片引发广泛关注，为正片发布造势。目前预告片视频已收获浏览205,000次TVCteaserhadbeenpromotedtowarmupthelaunchTVC.ViaweiboKOLboostsandWeChatserialinterpretations,theteaservideogotwidespreadandwellwarmedupthelaunchTVCTheTVCteaservideohasgot205,000viewsDS官方微信系列幕后探秘WeChatserialinterpretationsKOL提前爆料式炒作weiboKOLboosts 上市及后续传播LaunchPhaseDS5LS强势沟通DS5LSStrongCommunication微博微信发起DS5LS全感官拼图活动，巧妙沟通“五感”及促进自发分享WeiboandWeChatdeliveredThePINGametocommunicatethefeaturedsensationsofDS5LSAndgeneratedpositiveUGCswhichhelpspreadthefeatureswider该系列微博收获转发近350次，有效参与人数近50人；系列微信收获阅读数超过4,000，有效参与人数近200人Thethemedweibopostshavegeneratedaround350repotsand50participants;thethemedWeChatmessageshavegeneratedover4,000readsand250participantsDS官方微博/微信DS5LS全感官拼图活动DS5LSPINgamesonweiboAndWeChat 微信通过分析式话题的形式，重新梳理大众对于紫色的认知，为DS5LS主沟通色建立品位与尊贵印象WeChatdeliveredsomespecialinterpretationsonthecolorWhisper,whichaimedtoimpresstheaudiencestheessenceapremiumimageofDS5LSWhisper微信文章收获阅读数超过5,000次，分享数超过450次ThethethemedWeChatposthasgeneratedover5,000readsand450shares紫色话题炒作SpecialTopicsonDS5LSWhisper上市及后续传播LaunchPhaseDS5LS强势沟通DS5LSStrongCommunication 上市及后续传播LaunchPhaseDS5LS强势沟通DS5LSStrongCommunication微博微信发布的#DS5LS全感官来袭#，充分沟通全新DS5LS全感官概念及对应的核心卖点，并通过倒计时的方式营造情景压力，引发网友对上市发布会的期待The5dayscountdownspecialpostsfullydemonstratethefullsensesconceptandkeyUSPsofDS5LSandgeneratedwideattentiontowardsthelaunchday该系列微博收获转发近300次；系列微信收获阅读数近5,500，分享数近600次Thethemedweibopostshavegeneratedaround300repots;thethemedWeChatmessageshavegeneratedaround5,500readsand600sharesDS官方微博/微信上市发布会倒计时launchcountdownspecialtopic 上市及后续传播LaunchPhaseDS5LS强势沟通DS5LSStrongCommunication微博微信发起赢取DS5LS上市发布会观礼券互动活动，引发积极口碑，为上市发布会造势WeiboandWeChatlaunhchedDS5LSlauncheventticketofferprogram,whichplayedonpositiveUGCstohelpdrivemassattentiontowardsthelaunchdayDS官方微博/微信上市发布会观礼招募活动DS5LSlaunchceremonyticketofferprogram 总结LearningTheKOLdoesappealtotheaudiences,whichcanbethecommunicationkeymessagesforthecomingcampaignsCampaign与KOL相关沟通能够有效吸引社交媒体活跃用户，今后活动设计可多考虑贴靠KOL发想weChathasbeenprovedaneffectivesocialmediaplatformastheusersactivelyrespondtothecampaignmessages微信用户对推广信息分享等交互响应积极，新平台微信推广可发展为今后活动推广核心平台 官方网站回顾BrandSiteReview媒体投放MediaReview跟进建议NextStep回顾Review活动网站回顾CampaginSiteReview口碑营销回顾IWOMReview NextStep活动网站Campaignsite官方网站可以作为推广活动网站的有利支持，从产品介绍、新闻、活动、首页teaser等全方位引流；Thebrandsiteshouldsupportthecampaignsiteinmultiplechannelslikeproductintroduction,news,activity,homepageteaserandetc.todrivetraffic强调用户利益的活动机制可以有效提高活动参与率和促进用户信息收集Emphasize theBenefitofusersofscoresystemcanefficientincreaseengagementrateandenhanceleadscollection媒体配合Mediacooperation媒体广告创意与活动网站主题、奖品激励结合来更好地衔接至活动网站;Mediabannerideashouldleveragethecampaigntheme,incentivetotransferreasonabletocampaignsite与媒体合作专题报道，且配合投放引流广告Cooperatewithmediaonfeaturestoryandcoordinatewithmediabanner Thanks