·博雅公关TCL案例【精品共享-doc】

·博雅公关TCL案例【精品共享-doc】 TCL 100 Family Client Name TCL Date Summer 2007 City China, National Contact Zhou, David Client's Business Electronics Practice/Company Technology Type of Work (1) Brand Building/Marketing Type of Work (2) Consumer Relations Type of Work (3) Internet Communications Strategy Awards Overview Chinese consumers are eager to be part of the trend of upgrading Cathode Ray Tube (CRT) televisions to High Definition Liquid Crystal Display (HD LCD) TVs, but the majority is unfamiliar with HD technology and cannot differentiate between the benefits offered by competing brands. TCL, one of the largest manufacturers in the global television industry, wanted to help consumers better understand HDTV and raise its profile in the process. Unfortunately, Chinese brands were perceived by consumers as lacking differentiation in the best case scenario, and as producing unreliable, low-end LCD TVs at worst. Furthermore, most people were not aware of TCL’s global status. Situation Analysis Objectives TCL had two clear campaign objectives: 1. Reposition as a reliable, fashionable, high-end manufacturer of HD LCD TVs (Improve Chinese brand 2. Boost sales of HD LCD TVs, while avoiding price wars with international and domestic competitors The success of the campaign would be measured by (A) the extent of consumer engagement, (B) media responsiveness, (C) pre and post campaign research and, importantly, (D) impact on product sales. Target Audiences were middle and high income families in Tier 1, 2 and 3 cities across China who prefer to acquire lifestyle information from digital media and TV. Strategy/Implementation Strategy Everyone seeds media and professional reviewers. But in the Web 2.0 era, consumer word of mouth is more powerful than ever. So the idea evolved to launch a review campaign that would involve ordinary families and be powered by Web 2.0. The key message was ‘upgrading to a HD LCD TV allows families to enjoy a happier time together at home’. The heart of the campaign was a ‘100 Happy Families Blog Competition’ that selected 100 families from 11 cities across China from among 660 applications. The lucky families received a TCL HD LCD TV to enjoy for one month free-of-charge. At the end of the competition, finalist families were awarded a trip to Lijiang, a famous Chinese tourism destination, to compete in a finale event where one lucky family won the big screen TCL HD LCD TV. Finalists were selected through online voting by consumers, creating a powerful incentive for families to garner popularity by actively blogging about their experience with the TV and sharing stories and photos on the dedicated website. This created a potent viral marketing and word-of-mouth campaign as the families directed everyone in their social networks to the website to vote, creating an extremely personal and compelling connection to the brand and product for all involved. Results Evaluation of Success / Measurement (Not for Publication) The results of the 100 Families campaign were phenomenal against all four pre-determined measures, and continue to resonate: A. Consumer Engagement 1. 660 applications received from families across China 2. The 100 families wrote 378 blog entries and uploaded 776 photos to TCL’s dedicated website 3. The family blog website received over 544,099 page views, and more than 266,754 consumer votes B. Media Coverage outcome (as of August 24, 2007): 1. The finale event in Lijiang attracted 50 media 2. 192 articles were generated, equaling an advertising of RMB ,1,374,309 (or US$178,482) More articles, online postings and broadcast continues to appear as this award entry is submitted. C. Pre and Post Campaign Research In addition to measuring Consumer Engagement and Media Responsiveness, Research conducted by TCL and with key portal websites in China demonstrated we had achieved our first objective: 1. After the campaign 3 times as many online voters said they would select a Chinese brand when making a LCD TV purchase decision, with a result of nearly 66% compared to 21.6% in Q1 2007. 2. And more than 92% of respondents responded they had greater confidence in the TCL brand. D. Business outcome 1. The increase in sales demonstrated we had achieved our second objective. 2. Sales of TCL HD LCDs increased consistently from June to August 2007, the off-season for TV sales. Type of Work Brand Building/Marketing, Consumer Relations, Internet Communications Strategy Attachments TCL 100 family- BM China-2007.