Lenovo Back To School PR Toolkit Index Overview and PR Strategy VIBE Shot PR Tactics VIBE ON PR Tactics Assets Overview and PR Strategy Toolkit Overview This toolkit outlines the PR strategy for BTS specifically VIBE Shot and the VIBE ON brand campaign, including communication guidance, launch concepts, recommended tactics and media collaterals. It also includes creative pitch ideas to drive sustenance activities across markets. The key goals are to: Generate awareness and excitement around VIBE ON and the VIBE brand Generate awareness to drive sales of VIBE Shot Engage target media, KOLs and bloggers, and secure coverage Markets are free to localize the collaterals where applicable, and are responsible for sourcing and overseeing logistics for in-country launch events. BTS PR OSTM BTS PR Execution Roadmap VIBE Shot PR Tactics ADVOCACY: KOL AND BLOGGERS Advocacy Overview This is a social idea that extends across the BTS campaign – starting with creating buzz around VIBE ON and then following through with VIBE Shot To begin the first KOL/blogger engagement activity, start with selecting those who: Embody the VIBE ON spirit of boldly following one’s passion and someone that never stands still Must be present on Instagram with a minimum of 4,000 fans, Facebook (either a personal or fan page) and Twitter Willing to advocate VIBE ON and VIBE Shot on his/her social media pages and communities