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Dafu public relations
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Long-term public relations agency
Enterprise positioning
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The relationship between news propaganda and effective media
Financial communication and investor relations
Public affairs and government relations
Planning and implementation of large-scale activities
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Public relations case highlights:
New products of IBM ThinkCentre M50 are on the market.
My website
AstraZeneca enterprise merger case
Only family fitness TV competition
Mysterious price reduction
mordent
du pont
DuPont paper
Gospel of Light-Lions International
whisper
HP Haier Laoshan
Open the door of localization-the double president of Unilever
Kelon enterprise culture
Shell environmental protection
American sunflower seed oil
The hero behind the scenes-American Applied Materials Company
Pantene
Quanjude 135
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World Animal Day
Brand image of the first official hotel
protect
Swatch digital watch new products
World war ii genuine VCD
projector
Trust culture
Yonyou
China Fortune Global Forum in the Next 50 Years -99
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Sassoon brand national promotion activities
——P&G Sassoon Brand Management Case
Organizer: Procter & Gamble (China) Co., Ltd.
Consultant: Shanghai Dafu Culture Communication Co., Ltd.
The first part is brand building.
"Our glory comes from your grace."
Project background
Procter & Gamble (China) Co., Ltd. decided to launch a series of activities in July 2005 in order to promote this famous brand nationwide after the successful trial sale of Sassoon brand launched in September 2005 1997. Entrusted by Procter & Gamble (China) Co., Ltd., Dafu Communication is responsible for Procter & Gamble (China) Co., Ltd.' s public relations campaign to promote Sassoon brand in China.
Project investigation
After investigating Sassoon brand, Dafu Communication and Procter & Gamble (China) Co., Ltd. decided to hold a series of development in July 2005 to attract the attention of many target groups. These groups include professional hair stylists, retailers, government departments (China Beauty Salon Association), media and consumers. The goal of this activity is to make "Sassoon Hairdressing College" an expert in the field of hairdressing and hair care in the world and a trustworthy authority in the hairdressing industry in China. Stimulate the passion of the target group and interest in trying sassoon products.
Planning drawing
Activity strategy
1. Show the traditional style of Sassoon brand and its understanding of China consumers' hair quality by organizing a unique hair exhibition.
2. Make full use of major domestic media to report the Sassoon hairstyle exhibition.
3. Establish long-term cooperative relations with selected media through promotional activities.
activity theme
Our glory comes from your grace.
target group
Women account for the majority of middle-and high-income consumers aged18–36.
A man of the hour in public opinion, a celebrity in society
Barbers in state-owned institutions, private institutions and joint ventures
Domestic and foreign media
retailer
Relevant government agencies
project implementation
work arrangement
The national promotion of Sassoon brand has been planned since 2005. Members of the working group include P&G Brand Business Department and Public Affairs Department, Dafu Communication and Sassoon London Office. The main task of Dafu Communication in this activity is to plan promotion activities and coordinate the whole project content, and formulate and implement various activities for various target groups.
Pre-work input
China press delegation visited Sassoon's UK headquarters.
In order to let China consumers know and be familiar with the actual situation of Sassoon's London Hairdressing School and College, Dafu Communication organized nine representative domestic media to visit and exchange with Sassoon's British headquarters, providing the media with comprehensive information about Sassoon's history and brand building.
The activity of organizing journalists to visit Sassoon headquarters was very successful. This allows them to expand their understanding of Sassoon brand, not only familiar with its products, but also familiar with its history and authoritative position in the global hairdressing industry. This understanding has laid a solid foundation for in-depth and comprehensive reporting of the whole incident.
Distribution of early news materials
In order to provide background information to the media, Dafu Communication sent them press releases on the preparations for the event in May and June. The number of press releases issued before the event reached about 40, and Dafu Communication was also responsible for arranging exclusive interviews between Hong Kong media and a group of selected international journalists in Beijing. In addition, Dafu Communication also sent news materials to the media in eight other provinces and cities.
be interviewed by reporters
In order to let reporters know more about Sassoon hairdressing institutions and Procter & Gamble (China) Co., Ltd., Dafu Communication invited, organized and arranged more than 60 news organizations to interview Sassoon couples, other Sassoon hairdressers and even senior executives of Procter & Gamble.
Press conference and hairstyle performance
Dafu Communication invited 150 journalists for this event, including 56 journalists from 28 foreign media who came to Beijing to participate in this sassoon activity. No matter from the number of invited media or geographical distribution, it is the largest in the history of Dafu communication.
Dafu Communication has done a lot of organizing work for the national promotion press conference of Sassoon brand, such as making a media list, contacting foreign media and sending them invitations and news materials, introducing the situation to senior executives of Procter & Gamble (China) Co., Ltd. and Sassoon London Working Group, and tracking national media reports.
Camera and photography services
In this activity, cameras and photography played a key role, which directly related to Sassoon's hairstyle performance and new product reporting. On July 14, Dafu Communication and Film Team spent the whole night editing tapes and photos for distribution to the media at the next day's event.
Dinner and hair show
On behalf of Sassoon and Procter & Gamble (China) Co., Ltd., Dafu Communication invited more than 350 celebrities, entertainers, relevant government officials and directors of China Beauty Salon Association to attend the dinner and hairdressing performance. That dinner had a great influence. Through the star effect of the Sassoon couple, Sassoon's brand was widely spread in the whole society and related groups.
Negotiate with the head of China Beauty Salon Association.
China Hairdressing and Beauty Association is a semi-official organization, representing the national state-run hairdressing salon system. In order to strengthen mutual understanding and mutual assistance, Dafu Communication arranged an informal negotiation for Procter & Gamble (China) Co., Ltd., Sassoon couple and major Sassoon hair stylists. Procter & Gamble and Sassoon both said that they would contribute to the hairdressing industry in China.
Professional Hairstylist Training and Hair Show
In order to teach Sassoon's professional hairdressing skills to hairdressers in China, Dafu Communication specially invited Sassoon's professional hairdressers to give a hairdressing show for more than 400 hairdressers in China, including highly professional technical guidance such as on-site hair cutting and dyeing. The response was very good, which laid a solid foundation for the spread and development of Sassoon brand in China hairdressing industry.
project evaluation
Sassoon brand promotion activities lasted from May to August, and the effect was very good, and the media response was also very good. As of August 3 1 day of that year, the total broadcast time of each TV program exceeded 4 hours, with 33 broadcast units; Reports from written publications exceed 140. In addition, China International Airlines also designated the Sassoon Hair Show as an entertainment video program for domestic and international flights, which was broadcast on more than 3,000 domestic and international flights.
According to the report received at the end of the activity, the activity achieved satisfactory results and was well received by the media, industry insiders and consumers. According to the national shampoo brand survey report of June 5438- 10, 2005, Sassoon brand quickly became one of the top five hair care brands in China in just three months, and established its fashionable and professional hair care brand image in China.
Part II Brand Development
"Sassoon creates more glory, great action in the century"
Project background
In July, 2005, Sassoon successfully held a nationwide brand promotion activity in Beijing, which enabled Sassoon to quickly enter the forefront of China's hair care products market in less than a year. At this time, it's time for Sassoon to launch new logos and new products to show his new image in the century. In order to strengthen the brand awareness of Sassoon and let the broad target audience know about the development of Sassoon brand, Dafu Communication and Procter & Gamble (China) Co., Ltd. plans to hold a grand "Sassoon Brilliance, Century Action" in Beijing in July 2005, aiming at expanding the number of Sassoon target groups through a series of public relations activities, so that it can widely cover professional hair stylists, retailers, media and consumer groups.
Project investigation
Before the project planning, Dafu Communication did a lot of investigation and research work, and obtained first-hand information on the image establishment and marketing of Sassoon brand in China through telephone and face-to-face interviews with consumers, news report analysis and market report analysis.
Planning drawing
Activity strategy
1. Show the image of Sassoon in the new century in a unique way.
2. Explain the advantages of Sassoon's new product line to the media, consumers and hair stylists.
3. Hire Sassoon hair stylist to hold a professional hair creation exhibition to publicize Sassoon's image as an authority in the hairdressing industry.
activity theme
Century style comes from you.
target group
Consumer groups aged between 65-438+08-34
expert
news media
Hairdressing associations and hair stylist groups
project implementation
work arrangement
The project of "Sassoon Create Brilliance Again, Great Action in the Century" is scheduled to be officially launched in April 2005. At first, Dafu Communication held a meeting with a group of famous hair stylists in Sassoon Hair Salon in London, and put forward a preliminary idea of launching a new century hair industry suitable for the China market. The main task of Dafu Communication is to plan the project content and plan the whole project, and formulate and implement various activities for various target groups.
Distribution of early news materials
In order to send information about the activities to the media and provide them with background information, Dafu Communication sent a preliminary press release on Sassoon Century activities to the media in June this year. Provide conditions for the media to release news before development. Dafu Communication also fully considers that the deadline of the magazine is often about 30 days earlier than the publication time. In this regard, Dafu Communication Public Relations issued a press release to the magazine more than a month earlier than the newspaper. Before the event, * * * received more than 30 news announcements covering Beijing, Tianjin, Shanghai, Guangzhou, Dalian, Shenyang, Changchun and Harbin.
A series of public relations planning with partners
1. Collaborate with Sassoon's London hairstylist to take photos of Sassoon's China hairstyle.
In order to show Sassoon's new century hairstyle with China characteristics, Hu Bing, an internationally renowned photographer and specially appointed creative director of Sassoon by supermodel Dafu Communication, took a set of Sassoon's new century hairstyle with China characteristics in Zhihua Temple, an ancient temple with China classical architectural style. Dafu Communication has done a lot of work to successfully organize the shooting of this group of photos, from looking for location, booking the shooting scene, coordinating the work of photographers, processing by computer, booking models, managing the shooting scene on the spot, selecting and copying photos and sending them to the media.
According to the press release, this group of photos has been favored by the media, and more than 50% of the media have selected some or all photos.
2. Cooperation with MTV.
The partner chosen for this activity is the Asia Department of MTV TV Network. The other party's work includes providing two famous program hosts, recording and playing five 5-minute publicity TV films and 10-minute feature films. The content played includes:
Sassoon 2005 hairstyle exhibition
The process of making hairstyles for famous program hosts.
The future trend of hairstyle
Sassoon's brilliant experience
The whole activity content of "Sassoon's Brilliance, Great Action in the Century" and interviews with celebrities and models.
Dafu Communication works closely with the Asia Department of MTV TV Network to introduce the situation to the program host, TV production team and director, and sort out the host's lines and the text and video materials related to Sassoon. In addition, Dafu Communication also arranged an exclusive interview with David Tay or, general manager of China P&G shampoo and hair care products, and Tim Hartey, international creative director of Sassoon, and arranged a press conference with the host. Because the hair show and the host's activities were rehearsed on the spot, the smooth progress of the press conference and hair show was ensured.
3. Cooperation with fashion celebrities
Taiwan Province supermodel, movie star and TV presenter Meng Guangmei became the representative of Asian women in autumn and winter of 2004/05 with sassoon hairstyle. She also appeared in a recent advertisement for Sassoon anti-dandruff shampoo in China. At the press conference, Meng Guangmei wore Yifei brand fashion designed by China fashion designer Wang Yiyang. At the press conference, as a spokesperson, she gave valuable praise to Sassoon brand and its new dandruff shampoo products.
China supermodel, actress and singer Hu Bing was the host of Sassoon Hairdressing Show last year. In this year's event, he appeared as a model in a special photo of China by Sassoon and spoke at the press conference.
Wang Yiyang is a designer of China Yifei Women's Clothing Company. He made his mark at Shanghai Fashion Week in May, but this is his first time to cooperate with Sassoon. Meng Guangmei appeared on the runway in his designed clothes. He was also invited to talk to the media at the press conference.
Judging from the media coverage of the event, the effect of inviting celebrities to participate in the event is remarkable. Dafu Communication not only found a star as a partner for the event, but also coordinated issues such as sending invitations, signing contracts, introducing the situation, writing speeches, and on-site management.
Press conference and media hairstyle show
* * * A total of 16 1 journalists and photographers attended the press conference of "Glory of Sassoon, Great Action of the Century" held in Beijing, among which 56 journalists came from other places to participate in the event. Dafu Communication also arranged an exclusive interview with Singaporean media and coordinated the reporting work of two international news agencies, Reuters and Associated Press. In addition, Dafu Communication also sent special materials to eight other provinces and cities, and arranged the details of all activities. Including making a list of media representatives, coordinating with relevant local media, sending invitations and news materials, preparing speeches for all speakers, briefing P&G executives and Sassoon London Working Group, organizing rehearsals, managing on-site and tracking national media reports.
Media interview
During the three-and-a-half-day activity, 59 media representatives interviewed Mr. and Mrs. Sassoon, general manager of shampoo and hair care products of Procter & Gamble (China) Co., Ltd., Mr. david taylor and Ms. yvonne Pei individually or collectively. The activities of the three interview rooms are managed by Dafu Communication. Its work includes media interview schedule, on-site reception, preparation of media materials, contact with customers, last-minute schedule modification, and answering media inquiries.
Cameras and photography services
In this activity, video and photography played a key role, which was conducive to the reporting of new products of Sha Xuan. Dafu Communication worked with the cameraman all night on July 80, editing all the news materials and photos for distribution to the media the next day. The video materials include not only the content of the event site, but also the content of London Fashion Week sponsored by Sassoon. This work ensures that all TV stations get all the information about the activities. This plays an important role in promoting media coverage. Media organizations are willing to make in-depth reports and edit longer TV programs because they have obtained high-quality materials.
media coverage
Dafu Communication not only invited 16 19 journalists, photographers and TV producers from news media, but also invited 56 journalists from 3 1 foreign news organizations to participate in various activities in Beijing. The press conference was a great success.
The relevant reports in the media are very enthusiastic. * * * 1 1 TV stations in all provinces and cities reported it. The media's application of news tapes synthesized by Dafu communication clips is extremely successful. In addition, Meng Guangmei's photos, Sassoon's hairstyle exhibition photos and Sassoon's China characteristic hairstyle photos were widely reported by the written media.
Professional Hairdresser Training and Hairstyle Exhibition
Dafu Communication, in close cooperation with P&G Brand Business Department and Sassoon London Creative Team, organized two hair training and hair exhibitions for hair stylists in China, including on-site hair cutting and dyeing. Many well-known domestic hair stylists were invited to attend, and this hairdressing training and exhibition caused great repercussions in the hairdressing industry.
Dinner and hair show
On behalf of Sassoon and Procter & Gamble (China) Co., Ltd., Dafu Communication invited 200 celebrities and artists to attend the dinner and hair performance, including artist Chen Yifei, world figure skating champion Chen Lu, pop stars Jinggangshan, Huang Gexuan, Hang Tianqi, Ai Jing, Zhang Mi, Geng Le, Xie Yuxin, Pan Jindong and Man Jiang. Once again, the celebrity effect of the Sassoon couple was used to attract the attention and praise of domestic celebrities for the Sassoon brand.
project evaluation
As of 2005 10, the TV coverage time of this sassoon activity was 13 hours. Collected 132 articles about "the glory of Sassoon, the great action of the century" from all over the country. China International Airlines once again broadcast all the contents of this hairstyle performance on more than 3,000 domestic and foreign routes.
Dafu Communication succeeded again, effectively consolidating Sassoon's brand position in the eyes of consumers as a fashion professional organization and product manufacturer.