5.31 Coca-cola X JD SUPER BRAND DAY REVIEW
Background
Key Learning
01
Campaign Overview
02
Execution Details
03
04
Agenda
Background
01
Overall Objectives
Sales
To attract consumers attention and raise the vitality of Coca-Cola fans via?interesting communication activities for more people obtain the super brand day information
In order to motivate the purchasing ability of Coca-Cola fans by JD APP to promote the sales of JD super brand day
Awareness
BIG IDEA
“Golden Moment，Purchasing High”
Warm-up?period Advance Purchase
5.25-5.30
Day of 31st May. Super Brand Day
5.31
Key content
5.31?seconds challenge H5?interaction
Advance Purchase Landing page
JD APP boot screen
JD APP creative home page
Shake the Coke H5 interaction
Super Brand Day Landing page
Media Exposure
Social Communication
JD Resources
JD APP inside resources , JD Weibo
JD We Media, JD supermarket, JD APP outside PR news, Aerial View Event hype surrounding publicity, offline materials communication
Guangzhou City top KOL Georgia Wechat
Top 9 KOL of Beijing , Shanghai and Guangzhou
6 celebrities’ weibo , such as Zhang Liang and Li Yundi
Coca-Cola We Media
Meiluo City OOH
DSP precise delivery
Wechat moment ads
Meiluo City OOH
Communication Channels
Official Platform
Celebrities & Social KOL Communication
OOH
JD Resources
DSP Precise Delivery
JD APP boot screen, JD APP home page, JD APP creative images, JD APP inside banners, JD supermarket resource, JD PR news, Aerial View Event hype surrounding publicity, provide cooling Coca-Cola delivery service within 2 hours
Shanghai Meiluo City outdoor big screen
Weibo and Wechat：Coca-Cola, Gerogia, Sprite ect.
Zhang Liang/Jin Zhongguo/Li Yundi/Ye Shiwen/Liu Xiang/XU Jiayu Beijing\Shanghai\Guangzhou China 1+ Top 9 celebrities
Excellent online media platform to catch the target people