2015 Double 11 Tmall Promotion Campaign Review Report
Digital
Dec 8, 2015
双十一，真惠享 健康科技 美好生活
飞利浦天猫11.11
双十一前1个月
Activation
Campaign Idea
#周享不断# 根据不同人群，推出不同产品组合，根据消费者投票，每周发放优惠抢购，其他组合也因排名有不同优惠 -上班族健康拼单：慢汁机与挂烫机组合; 电吹风与电动牙刷; 慢汁机与扫地机器人… -家居健康拼单：空气净化器与电动牙刷组合; 电饭煲与空气炸锅;扫地机器人与KIWI…等 -健康主妇拼单：电饭煲+吸拖一体机; 电熨斗+电动牙刷组合; -美颜拼单：剃须刀与+洁面仪组合; V脸神器+美容导入仪; 脱毛仪+离子梳….
#日享不断# 针对双十一抢单人群，整点推出折扣 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
#月享不断# 飞利浦健康心意大放送。根据节气(霜降10/24、立冬11/8)和天气变化(湿度/AQI/紫外线等)，选择单品促销 -AQI指数:WARNING!!! AQI(pm2.5)超200,飞利浦空净器全场7折+20个免单名额,为你健康空气买单 -霜降:智芯电饭煲，全场七折+10免单名额,为你煲汤御寒补筋骨, -重阳节：关爱老人健康，飞利浦Aqua系列一体机，吸拖更轻松 -11.11：5000系列剃须刀，让你进入男人新净界，顺利脱单 -湿度：低于30%，干燥天气，离子梳8折，为你柔顺秀发买单
双十一前1周
双十一前1天
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
不同类别KOL依照主题，预告下周榜单产品组合与优惠，引导该品类TA关注
预告心愿单品，激发消费者抢单买优惠
iWom
Campaign Summary
Social Media
Reach 1,775,041 +7.3% VS KPI Forward 10,692 +3% VS KPI
1,775,041
1,762,046
10,692
10,371
Weibo Screenshot (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。
Wechat Screenshot (Official)
Wechat Screenshot (Official)
Wechat Screenshot (Official)
Wechat Screenshot (Official)
Weibo Screenshot
Weibo Screenshot
Weibo Screenshot
Weibo Screenshot
Weibo Screenshot
Weibo Screenshot
Consumer’s Feedback
Learning& Improvement
Learning Price competition becomes the most direct and obvious way to achieve the sales targets for every merchant on 11th of Nov each year. We executed new mechanisms from 3 different ways to build the concept of “Innovation for healthy you” instead of competing solely on price: Promotion related to social and environmental events React to consumer demands Flash Sales Warming up for Double 11 promotion day about 1 month in advance to achieve final sales growth. Improvement It shows a huge attention from netizens who are crazy fond of double 11 and also have strong positive feedback for Philips promotion - especially for the “countdown (limit products)”, we could consider to make the “countdown” step starts as a type of direction campaign activity in the future .