2018欧舒丹代言人合作方案

欧舒丹2018代言人合作方案L'OCCITANE 2018 Celebrity CO-OP Plan2017.04目录CONTENT-项目背景Background--合作目标Objectives--合作策略思考Strategy-LAVANDE-合作模式Approach--代言人筛选标准Celebrity Criteria-米n0-2018代言人推荐Recommendation-.合作预算Budget-L'OCCITANEEN PROVENCE项目背景BACKGROUND听说马鞭能解习加上草字好舒压■2016年，欧舒丹携手知名艺人薛之谦，将“快乐真实，简单点”的护肤产品与生活方式带给消费者。薛之谦的幽默和搞笑，让大家更多的人了a品C+解到品牌，通过使用产品感受到“"快乐肌”的护肤理念■In 2016,through the successful coop with celebrity Jacky Xue todeliver the brand concept "Happiness,Simple life"to TA.Moreand more consumer tried products'by Jacky's endorsement.■2017年，欧舒丹首次启用年度的代言人鹿晗。作为樱花系列身体乳和护手霜到代言人，鹿晗极具号召力的偶像魅力吸引了无数粉丝的疯狂关注，大力促进了产品的销售。In 2017,L 'OCCITANE coop with super star Lu Han as the annualcelebrity for body lotion hand cream.Millions'Han's fansfollowed brand and drive the sales successfully.LOCCITANE合作目标OBJECTIVES■利用代言人粉丝的粘性，360度线上线下为品牌导流，同时为店铺带工s靴材og&来人气，开拓更多VIP客户，从而促进销售Leverage the strange bonding between the fans with theL'OLCITANEcelebrity to drive traffic through o2o in a 360 way.Meanwhile,EN PROVENCEdevelop more VIP consumer so as to drive sales.■扩大欧舒丹的品牌知名度，尤其是在二、三线城市的知名度Increase the brand awareness,especially in tier 2 and tier 3cities.策略思考STRATEGY粉丝经济新客招募Fans EconomyNew Recruitment“眼球经济+粉丝经济”时代，护肤、彩妆产品更倾向于选择形象优质、有粉丝号召力的新兴偶像或话题人物作为代言人。热刺门电影或电视剧中的主角也从“默默无闻”到”一夜爆红”，迅速走红的偶像也拥有一批好感度极高的“忠实粉丝”，也是粉丝导流的“最佳时机“■In "eyeball economy"and "fans economy time,brands tend to coop with young,healthy and energetic idols.With thepopular of some IP drama,these celebrities attract millonsfans which is the good timing to leverage■顺应受众触媒习惯的变化，持续在线上媒体，尤其是社交媒体上，拥有高忠诚度、高好感度和高粉丝基数的知名艺人合作，有利于借用艺人的影响力实现品牌影响力的提升。■Those who own huge followers with high loyalty on social platforms will be the best choice to coop with■在数字传播飞速发展的时代，除了传统的代言人合作方式，挖掘更多、更新的数字传播创意将极大地助力品牌形象和品牌信息的传播■Brand needs to develop more and more creative content and approach with celebrity to promote brands合作模式METHODOLOGY2开展有吸引力的明星独家市场赠将有影响力的明星合作转化为品流量独家礼活动organize exclusive牌粉丝convert effective转化赠礼celebrity gift programscelebrity coop into brand'sfollowersL'OCCITANE43运用代言人提升品牌形象，实现线上线下多平台营销leverage根据产品线实际需求及明星特点选360全方位产品线择最适合的代言方式，取得最佳代celebrity image and influence言效果coop with suitableto achieve sales target营销细分celebrity according to thethrough online to offlineproduct line and USP so as toachieve best marketing result