ndg我咖啡店咖啡館

NDG

MY

COFFEE

SHOPDigital

Campaign

IdeasOct

30,

2015Prepared

by

Weber

ShandwickDigital

&

Social

MediaCommunicationsYour

BriefAs

if

NDG

is

being

newly

launched

in

the

market,How

to

dramatize

NDGexperienceand

create

the

desire?WHAT

IS

THE

DESIRE?TA

VerbatimI

wishI

could

replicatethe

premium

coffee

shopexperienceand

lifestyleathomeThe

OpportunityNDGis

the

trend-setterusing

digital

languagebrings

in

the

edgy

lifestylevia

emerging

platformsfrom

local

initiativesto

boost

desireI

wishI

could

replicatethe

premium

coffee

shopexperienceand

lifestyleathomeSolutionCommunication

Theme#我的咖啡館##MyCoffeeShopManifestoinclude

manifesto

to

better

demonstrate

how

we

tell

thestory

to

support

the

theme,

message

house,

platformstrategy

and

flow

journey,

roadmap;

also

have

one

slideto

demonstrate

the

logic

connection

between

KOL,lifestyle

topic,

platforms

co

op,

workshop

and

NDG#MyCoffeeShop

(for

orders/sequence

please

consider)authenticGourmet/Dinning因?yàn)榧夹g(shù)，所以口味奶沫油脂分層品質(zhì)-膠囊機(jī)器COCOManifestoStyle/Fashion型趣相同

Modern

wayTrendy操作便捷時(shí)尚設(shè)計(jì)操作體驗(yàn)簡(jiǎn)單include

manifesto

to

better

demonstrate

how

we

tell

thestory

to

support

the

theme,

message

house,

platformstrategy

and

flow

journey,

roadmap;

also

have

one

slideto

demonstrate

the

logic

connection

between

KOL,lifestyle

topic,

platforms

co

op,

workshop

and

NDG#MyCoffeeShop

(for

orders/sequence

please

consider)smartCOCOManifestoLiteratureArt型趣相同

Modern

wayTrendyinclude

manifesto

to

better

demonstrate

how

we

tell

thestory

to

support

the

theme,

message

house,

platformstrategy

and

flow

journey,

roadmap;

also

have

one

slideto

demonstrate

the

logic

connection

between

KOL,lifestyle

topic,

platforms

co

op,

workshop

and

NDG#MyCoffeeShop

(for

orders/sequence

please

consider)aspirationalCOCOManifestoCOCOMessage

HouseStylish

machine

that

delivers

freshly-

brewed,

café-qualitycoffees

in

a

smart

and

easy

wayModern

Way

of

enjoying

Café

Coffee

Experience-I

feel

trendy

and

having

a

quality

lifestyleFunctional

BenefitMy

coffee

shopEmotional

BenefitGourmet/Dinning因?yàn)榧夹g(shù)，所以口味奶沫油脂分層品質(zhì)-膠囊機(jī)器Literature

Art激發(fā)靈感Communication

PointStyle/Fashion型趣相同

Modern

wayTrendy操作便捷時(shí)尚設(shè)計(jì)操作體驗(yàn)簡(jiǎn)單authenticsmartaspirationalArielCampaign

strategyInciteEngageWeChat

Reservation

HTML

5KOL

Sharing

WorkshopsOffice

CTAMedia

coverageKOLteaserPosterSocialtopicKOLVideoClipsPlatform

CollaborationIncite

SocialAttentionBuild

Emotional

BondingPlatform

cross-overOBJECTIVESTACTICSPHASEExpandSocial

SpotlightOnline

to

Offline

ExperienceSustain

engagement

anddrive

trafficSTRATEGYalso

have

one

slide

to

demonstrate

the

logicconnection

between

KOL,

lifestyle

topic,

platformsco

op,

workshop

and

NDG

#MyCoffeeShop

(fororders/sequence

please

consider)ArielPHASE

1Incite#我的咖啡館#KOL

teaserOBJECTIVESLeverage

the

influence

of

KOLs

to

ignite

social

attention

as

well

as

drive

brand

awarenessIDEA1.

Social

teaser

topic2.

KOL

Poster

release3.

Social

Content

with

KOL

stories#我的咖啡館##我的咖啡館#Weibo

Big

AccountPromotionKOL

releaseposterWeChat

We-MediaVertical

Media我不但會(huì)寫(xiě)小說(shuō)，心有詩(shī)和遠(yuǎn)方，我還會(huì)做咖啡。我是馮唐，我開(kāi)了一家咖啡館。聽(tīng)著帕赫貝爾的《D大調(diào)卡農(nóng)》，翻著張愛(ài)玲的《十八春》，在書(shū)墨與咖啡的香氣里，端起一杯Lungo，唇齒留香，靜靜思索。

“我愛(ài)我的咖啡館，它專(zhuān)屬于我，留給我思索的

空間，是我心理意義上的港灣，讓我的想象肆意飛舞，給我創(chuàng)作的靈感源泉”。你以為我只會(huì)做飯，設(shè)計(jì)，寫(xiě)書(shū)？我還會(huì)做咖啡。我是歐陽(yáng)應(yīng)霽，我開(kāi)了一家咖啡館。從流線感的咖啡機(jī)到骨瓷咖啡杯，從英式鄉(xiāng)村桌布到拜占庭落地?zé)?，從伊比利亞半島壁畫(huà)到芬蘭燭

臺(tái)，廚房不只是油鹽醬醋，更是最具煙火氣息的藝術(shù)館?！巴膺叺目Х瑞^太大眾，一直有夢(mèng)想開(kāi)自己設(shè)計(jì)的咖啡館，我在我的摩登廚房實(shí)現(xiàn)了這個(gè)夢(mèng)?！盋ampaign

FlowSocial

teaser

topicKOL

Poster

releaseSocial

Content

with

KOL

stories#我的咖啡館##我的咖啡館#Weibo

Big

AccountKOL

releaseposterWeChat

We-MediaVertical

MediaTeaserCampaign

LaunchAmplifyBaiduSearchTmallTrafficPHASE

2Engage來(lái)#我的咖啡館#喝一杯KOL

teaserOBJECTIVESzxxxxxxIDEA1.

Open

online

reservation

to

allow

user

toapply

for

an

exclusive

coffee

moment

withKOL2.

KOL

Workshop

+

Media

CoverageWeChat

Reservation

HTML

5KOL

Sharing

WorkshopsOffice

CTAMedia

coverage3.

Campaign

themed

KOL

videoWeibo

Big AccountPromotionKOL

release posterWeChat

We- MediaMedia Coverage來(lái)#我的咖啡館#喝一杯TOPICCONTENTANGLEMy

Coffee

Story

about

writingMy

Coffee

Story

about

cookingMy

Coffee

Story

about

modernlifestyleHis

daily

lifestory

with

coffeeDolce

Gusto

always

giveshimnew

inspirationHis

daily

lifestory

with

coffeeDolce

Gusto

give

him

theauthentic

coffee

flavorHis

daily

lifestory

with

coffeeDolce

Gusto

gives

himmodern

way

of

enjoyinglifeKOL

Storytelling

Angle一鍵召喚#我的咖啡館#KOL

teaserOBJECTIVESTo

bring

the

experience

to

TATo

immersive

in

thetrendTo

spread

theWOMIDEA1.

Seed

media

content

and

coverage2.

Flash

Mob

2-hour

Office

On-demand

Order(barista

and

1-1tutorial

and

E-card)

across

SH

and

BJ

with

placement

in

andWeChat

H5Hero

StoryWeMediaBig

AccountCampaign

FlowKOL

WorkshopKOL

release posterWeibo

Big AccountKOL

release posterWeChat

We- MediaVertical

MediaBaiduSearchTmallTrafficNDG

Official WeChatWeChat

ADsNDG

Official WeChatMedia

InvitationNESCAFE

official WeiboVertical

MediaCampaign

FlowVertical

MediaPHASE

2Expand我是生活家，我有#我的咖啡館#我的咖啡館MONOENJOY/一人食topic

collaborationTommyTo

pick

up

various

platforms

the

low

hanging

fruitTo

horizontally

make

the

coffee

shop

lifestyle

scrappyTo

vertically

deep

the

coffee

shop

conceptIs

MONO

the

Right

One?Yes.Stylish

EnjoymentLara內(nèi)容垂直類(lèi)社交合作形式LaraIs

YIRENSHI

the

Right

One?Yes.Stylish

EnjoymentArielIs

YIRENSHI

the

Right

One?合作形式ArielUser

FlowTommyCustomer

Journey天貓百度Tommythe

DESIRE

JourneyOpinion

leadersdemonstrateFollow

andindulge

inthetrendLoyal

to

thebrand

toembrace