服装品牌digital案例.ppt

May 20th Store PromotionOnline Media Plan
,2012
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Media Objective
To announce and celebrate GAP the 20th store opening in China through efficient online & mobile media
To build up brand awareness and ultimately drive audience to GAP store
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Digital Media – IM Rich Media
Using attractive and Impressive media format can draw target audience attention at very first sight.
Utilize rich media on live messager to create high impact and awareness (IP-targeted)
Soft bonus to amplify the influence
Big day:Mar 3rd (TBD)
Media
Ad Format
MSN Live Skyscraper
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Digital Media – Targeted Ads
Expand more reach to target audience in 6 cities via work
Optimize last campaign media pool
Set up GAP audience cookies database
Amplify and dominate brand voice in fashion and lifestyle vertical
Period: Mar 3rd - 20th
Media Pool
Ad Format
Smart TV
Column+ PIP
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Leverage mobile Apps to deliver 20th new store opening messages to