BeyondPCAnnualDigitalCampaign2ndRoundProposal Apr.10th Agenda Lay’sBeyondPCCompetitorSummary OtherWinningCasesSharing ConsumerInsights Lay’sBeyondPCAnnualCommunication Lay’sFFDigitalCampaignRollout KPI TeamStructure Appendix BeyondPCCompetitorSummary KeyCompetitorMediaStudySummary 卡乐薯妙脆薯呀！土豆！百乐滋 MediaSpending Objective LandingPage MediaMix 2,710,000RMB YHD AdNetwork 2,670,000RMB Portal/Video/SNSVideoSiteSocialPlatform (WechatAccount/LocalBBS) CampaignSiteCampaignSiteYHD Leveragingcelebrity’spopularity amongTAtopromotingnewtaste ,helptobuildupbrandawareness &Topofmind. Amplifythebrandawareness viavideo. Deliverthekeymessage “health/happy/goodtaste” tobuildupbrandawareness &Likability BaseontheirWechat accounttopromotenew productlaunch,directsales. DataSource:iAdTracker2013~Dec.2014 0RMB10,280,000RMB OtherWinningCasesSharing