2015飞利浦双十一，真惠享方案

飞利浦天猫11.11 CampaignIdea 11.10晚上，每小时推出限量榨汁机折扣（9折、8折。。。），供天猫熬夜抢单的网友抢购，越晚越低，告别亚健康!双11，飞利浦健康一整天11.11白天，根据时间点推出不同产品折扣，网友更可竞猜下一个优惠产品，如：8点–电动牙刷9点-咖啡机12点-空气炸锅 Activation 各界KOL发布产品介绍和心愿单使用攻略，让不同的TA得知抢购信息 iWom Campaign Summary Social Media Reach1,775,041+7.3% VS KPI WeiboScreenshot (Official) 10月30日——11月9日（双十一前一周）在新浪微博创建用户投票互动区，用户可以对心愿产品进行投票并分享到微博上。 WechatScreenshot(Official) WechatScreenshot(Official) WechatScreenshot(Official) WechatScreenshot(Official) WeiboScreenshot WeiboScreenshot WeiboScreenshot WeiboScreenshot WeiboScreenshot WeiboScreenshot Consumer’sFeedback Learning&Improvement •Learning Pricecompetitionbecomesthemostdirectandobviouswaytoachievethesalestargetsforeverymerchanton11thofNoveachyear.Weexecuted newmechanisms from 3 different ways to build theconcept of “Innovation for healthy you” instead of competing solely on price:üPromotion related to social and environmental events üReact to consumer demandsüFlash Sales Warming upfor Double 11 promotion day about 1 month in advance to achieve final sales growth. •Improvement It showsa hugeattention from netizens who are crazyfond of double 11 and also have strong positivefeedback for Philips promotion- especially for the“countdown(limit products)”,we could consider tomake the “countdown” step starts asa typeofdirectioncampaign activity inthe future.