服裝品牌Digital案例.ppt

May 20th Store Promotion Online Media Plan,Apr.11th ,2012,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,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,Digital Media Targeted Ads,Expand more reach to target audience in 6 cities via media network 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,Leverage mobile Apps to deliver 20th new store opening messages to audience Set up mobile media pool for GAP Period: Mar 3th 20th,Media Pool,Ad Format,Banner,Digital Media Mobile in APP Ads,Full Screen,Text Link,Budget Allocation and KPI,Impression : 21 million Click: 145 k,CPM: 8.99* CPC: 1.32,* Mobile in-app banner is purchased by CPC. Impression cannot be provided. The real time CPM will be lower than estimated.,Est. Budget : 200K,