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ORIGINALS SS2016 DIGITAL PLAN

Nov. 3, By VML

CHINA

CONTENT

2016 DIGITAL CONTEXT & STRATEGY CONSIDERATION

SS16 DIGITAL EXECUTION PLAN & MARKETING ROLL-OUT CALENDAR

CAMPAIGN EXECUTION

TEAM & FEES

Q&A

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YOUR BRIEF:

Brand VisionProduct Focus

Communication DirectionTarget Consumer

Communication Focus2016 Digital Topline Strategy

…

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OUR TAKEAWAYS

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Key Considerations:PRIMARY FOCUS: FTW to drive Originals brands moments

Designing full year digital activation through an resonating story of future with engagement to drive purchase intent

High ROI within RMB 2.5 million

THE CHALLENGE

HOW TO MAKE FUTURE

TRULY RESONATING WITH SH & CT?AND TRANFORM IT INTO

STRONG PURCHASE INTENT?

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TWO DIFFERENT TARGET GROUPSSTREETWEAR HOUNDS & COMMUNICATION TA

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Alex, male, 24 YO, SHAvg. 2K spend on fashion monthly

Wang Yan, female, 19 YO, BJ500-1000 spend on fashion monthly

Source: In-depth interview in BJ & SH, China trends brand report by CBNweekly

ALEXSTREETWEAR HOUNDS: Pursue Distinctiveness / Into Spotlight

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Wang YanCOMMUNICATION TA: Seek For Ensured Style / Follow Icon

Active CONTENT CREATOR Popular CONTENT CONSUMER• Own special edition or stuff

with unique design story• Street culture as a lifestyle• Create personal show-room

or album on digital• Only share stuffs which make

me looking cool

• Follow the hit entertainment content & celebrities

• Share selfie tag with brand & location

• Follow the trends of celebrities & fashion icon

• Ensure I can have the best style

DIFFERENT CATEGORY MOTIVATION & DIGITAL / CONTENT BEHAVIORS

ALEXSTREETWEAR HOUNDS: INVITE & ENABLE ME TO CO-CREATE

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Wang YanCOMMUNICATION TA: BE REACHED & RECOMMENDED TO ME

DIFFERENT CATEGORY MOTIVATION & DIGITAL / CONTENT BEHAVIORS

PI Driver PI Driver• Relevance: Unique brand POV, resonating with me• Experience: Enable me to shape the culture within my

domain, both digitally and on-ground• Show Me The Stuff: The product has the story

• Reach: See people wearing Originals looking cool in entertainment show, digital or social. I can be cool also.

• Recommendation: Iconic brand or hero products endorsed by celebrities, media or KOLs

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LEVERAGE 3 KEY PI DRIVERS, DIGITALLY

REACH RECOMMEND RELAVANCE

Cut-thru Key MediaWith Great Stylish Look

Esp. By Design Or Culture Contents & KOLs

Emotional Resonation

Not only feature product, feature the overall style

Not only the look, push for the story

Not only choose the right media,

Choose the right behaviors & engagements

Maximize the recommendation from celebrities,design

and culture KOLs & contents

Encourage recommendation among SH & CT peers

with incentive linking to product & sales

Truly resonating story, strong attitude & unique

brand role to build emotional

relevance

Leverage key occasion/context to build

product relevance

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CHALLENGE THE STATUS QUO

CHALLENGE THE STATUS QUO OF BLEAK FUTURE

How to make future really RESONATING with China consumer?

How they think about future?

FUTURE IS A HOT TOPIC, 10+ BRANDS ARE TALKING ABOUT FUTURE

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Embrace Future Create Future Future starts now

What is Originals’ future story?

CONSUMER’S VIEW ABOUT FUTURE

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明天和意外，不知道哪个先来

你想做的今天就去做吧

You never know tomorrow is coming or not, the most important is to stick to your original intent and start from today

CONSUMERS VIEW ABOUT FUTURE

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与其把未来活成别人的期待还不如从这一刻起

成为别人向往的未来

Live in their expectation, or we make their expectation

in our own original way

CONSUMERS’ VIEW ABOUT FUTURE

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我的未来，不想跟别人“撞衫”

但我不介意成为下一季的流行趋势

I don’t want to copy others’ future, but I don’t mind to originate my future for others to aspire

CONSUMERS’ VIEW ABOUT FUTURE

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现在的你

是过去的你所创造的

未来的你

是现在的你所原创的

You are what you created yesterday,You will be what you originate today.

in their visionfuture

future has not been written yetup to you to

ORIGINATE your own future

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To differentiate with other brands future story:Embrace Future / Create Future / Future start from now

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ORIGINAL POV ON FUTURE

ORIGINAL EXPERIENCE

CREATEORIGINALS DESIRE

Leverage celebrities and KOLs

To originate your future in a impactful

way

Link with Originals product,retail and

purchase

ORIGINATE YOUR FUTUREStronger Attitude: You either originate your future, or there is no future

Unique Brand DNA: Original as a POV, as well as the brand identity

3 winning approaches:

Originate my own future

未来，是什么样的？在什么地方？谁能帮我画出来？能不能模拟一个看看？有没有模版？可不可以推算？度娘谷哥辞海字典？能不能查的到？到底谁见过？未来还没开始，究竟，谁能知道？

未来，根本不存在。因为，你还没去把它创造出来。

Originate futureNo future

如果你觉得，未来，只是更多的音乐，更多的封面，更多演唱会，更多颁奖礼，

那你错了，未来，根本不存在。谁见过未来的样子，未来还没开始，究竟，谁知道。

（未来还未来，我，还在创造未来，你，来不来？）

如果你觉得，未来，只是更多的颜色，更多的造型，更多的态度，更多的流行，

那你错了，未来，根本不存在。谁见过未来的样子，未来还没开始，究竟，谁知道

靠近adidas专卖店

PGC + UGC EXPLODE SOCIAL BUZZ

50,000+ POSTERS OF NO FUTURE INSPIRATION

Top fashion stylist Professional Designer Common consumer

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Originate futureNo future

Nobody knows what does future look like

The future only belongs to yourself Only yourself can decided what does it look like

Originate future I am originating future here

Will you join me?

Your Location Your City’s Landmarks

World ‘sLandmarks

Celebrity ProductAnd your ID

ONE-SHOT SMOOTH H5 EXPERIENCE TO ORIGINATE YOUR OWN FUTRE

HIGHLY TARGETED PUSH TO HYPE UP BRAND EXPERIENCE

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• TAGET LOCATION: Originals retail• TARGET TA: Male & Female (Age.16-

25), • TARGET Content: Fashion APPs etc.• APP TYPE: Commercial

CREATE RETAIL EXPERIENCE WITH THE ORIGINAL SPARK

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AMPLIFY CAMPAIGN EXPERIENCE

PC - HUB RETAIL DISPLAY INTERACTIVE OOHPRODUCT BOX

MOBILE ENGAGEMENT

Originate future

50,000个 500,000个

No future

WHY WE LOVE THE IDEA

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Designing The Full Year Digital Activation By Communicating

ORIGINATE YOUR FUTURE

To Enhance Brand Preference & Drive PI

Prioritize brand campaign with unique communication theme

on originate your future

The “right” digital activation, integrating

P/O/E media execution with one single minded idea

Utilize digital technology to create

more engaging experience beyond

traditional H5

Strong POV & Fully leverage

celebrities influence

Link with retailEncourage peers

sharingLinking with incentives

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KEY FOCUSPAIDBuying efficiencyCPM, CPC, etc.

EARNEDEngagement conversion,Amplification reach

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PaidIMPRESSIONS150,000,000

PaidCLICKS300,000

PaidUNIQUE VISITORS

120,000Paid

PAGEVIEWS360,000

EarnedIMPRESSIONS18,750,000

EarnedCLICKS

331,875

EarnedUNIQUE VISITORS

331,875

Earned PAGEVIEWS

995,625

0.20% 1.77%

3MM MEDIA INVEST ASSUMEDAvg.CPM: ￥20CPC ￥4-5(OTV) ￥1(inapp)

40%

300%

100%

300%

THE POWER OF INTEGRATING PAID/ EARNED- KPI ESTIMATED

COS COMMERCIAL CAMPAIGN CONSIDERATION

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STRATEGIC THINKING:• Maximum COS product exposure on TA active social platform• Provide a special tool of light engagement which help to

increase PI;• Teaser FUTURE campaign

Upload photos & utilize “THREE STRIPES”

sticker on Nice or 黄油相机

Gain a discount code from Nice or 黄油相

机

Retail purchase with the discount code

SPECIAL THREE STRIPES STICKER

OR +

MARKETING ROLL-OUT CALENDAR (DEC. – Mar.)

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Dec. Jan. Feb. Mar.

CAMPAIGNFuture Campaign

Phase1 Campaign Site:“没有未来”

Phase 2 Campaign Site:“创造未来”

PAID MEDIA

EPR advertorial (NMD, Tubular, ZXFLUX, SuperStar, COS)

COS Product Content“开始”

NMD Content

Campaign Media Support：• Vertical Fashion Media: PGC• Media Banner

SOCIALMEDIA

Phase1 Social Campaign:• 4 celebrities• PGC & KOLs’ content• UGC

Phase2 Social Campaign:• Global 6 KOLs content• Local KOLs amplification• Finale video spread

Tubular Product Content“先进未来”

NMD Product Content“探索未来”

Nice Co-op:• O20 promotion via UGC

SS16 BRAND CAMPAIGN KEY MILESTONE

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2015

13th Nov. VML to present the updated digital plan (2nd round).

20th Nov. Originals team to confirm the updated digital plan

27th Nov. Originals team confirm the quotation & wireframe;

Early of Dec. VML to start production

2016

29th Jan. Phase 1 Campaign Launch

11th Mar Phase 2 Campaign Launch

SS16 BRAND CAMPAIGN EXECUTION TIMELINE

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2016 DIGITAL PRODUCTION BUDGET ALLOCATION

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JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

SS BRAND CAMPAIGN

FW BARND CAMPAIGN

Tubular NMD ZX FLUX NMD Tubular

CAMPAIGN PERIOD FW

CAMPAIGN

CAMPAIGN WEIGHT 1.1 MM 1.0 MM 0.4 MM

TOTAL: 2.5 MM (Incl. 6% tax)

PRODUCT

SS BRAND CAMPAIGN COST DETAILS

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SS16 BRAND CAMPAIGN

Total 1,110,000(Incl.6% tax)

H5 Site Production 650,000

Mechanism/wireframe development 50,000

Creative layout design and illustration 150,000

Production phase 1-NO FUTURE - Tubular(Poster) 200,000

Production phase 2-ORIGINATE FUTURE - NMD(Video UGC) 250,000

Shooting 250,000

Shooting(SH/BJ/GZ/CD) 200,000

Video Editing 50,000

Service Fee 210,000

Creative concept & strategy 130,000

Account & Project Management 80,000

SENIOR LEADERSHIP TEAM

Kevin Zhu Managing Director

Overall leadership of resource oversight, client management & quality control

Coca Cola, adidas, Chips Ahoy, Oreo, Stride, ABI

Tony Yang SVP Strategy Overall strategic thinking and leadership , responsible for all strategy planning

Marketing Director, Pepsi, P&G; adidas, MaterKong, BMW MINI, LEGO, Autohome

Allen Li ECD & Creative Partner

Overall creative direction leadership, responsible for overall creative quality control

18 Years Experience In Traditional & Digital Advertising, Won Over 100 Creative Awards

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PROJECT EXECUTION TEAM (SS BRAND:TUBULAR+NMD/FW BRAND:ZXFLUX+NMD/1FW:TUBULAR)Account (2) Planning (2) Creative (4) Production & Tech (3)Associate AD X 1 Snr. Account Executive X 1

Strategy Director X 1Analyst X 1

Creative Director X 1Group Head X1Art Director X2

UX & UI Manager X1Associate Project Director X 1Snr. Project Executive X 1

TEAM SET UP FOR ORIGINALS

SPECIALIZED SUPPORTClark Sun VP Media Media innovations & optimizationQian Song VP Entertainment Marketing Entertainment content marketing

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ORIGINATE OUR FUTURE

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