execution plan - 2014 mega nan section campaign finalq1執(zhí)行計(jì)劃大型剖腹產(chǎn)活動

CAMPAIGN1“YourChoiceOfDeliveryWay”O(jiān)bjective:Attractpregnantmom’sattentiononallergyrisk,andthenbuildconversationopportunitieswiththemregardingallergypreventionStrategies:LeverageC-sectionasthetriggertoattractpregnantmoms’attentiononthehighallergyriskandpreventionUtilizeHCPandrealC-sectionmoms’storiestoeducatepre-natalmomsObjective&StrategyMessageHouse為寶寶一生健康慎重選擇分娩方式剖宮產(chǎn)將給寶寶帶來多種健康隱患，寶寶過敏風(fēng)險(xiǎn)或增加3倍過敏體質(zhì)會伴隨寶寶一生，并對其健康和生活產(chǎn)生長遠(yuǎn)影響剖宮產(chǎn)兒更需科學(xué)護(hù)理，建議盡早采取過敏預(yù)防措施剖宮產(chǎn)致使寶寶過敏風(fēng)險(xiǎn)增加3倍剖宮產(chǎn)寶寶出生時(shí)沒有接觸到媽媽產(chǎn)道內(nèi)的細(xì)菌，加上術(shù)后無法立刻開啟母乳喂養(yǎng)，使得剖宮產(chǎn)寶寶腸道健康菌群的建立會比自然分娩寶寶晚約6個(gè)月，不利于寶寶免疫系統(tǒng)的發(fā)展，同時(shí)也增大了罹患過敏的風(fēng)險(xiǎn)臨床研究顯示，對于無家族過敏史的剖宮產(chǎn)兒，其過敏風(fēng)險(xiǎn)將增加23%，而對有家族過敏史的剖宮產(chǎn)寶寶，過敏風(fēng)險(xiǎn)可能提高3倍過敏是一個(gè)歷程，在寶寶成長的不同階段，呈現(xiàn)不同癥狀寶寶最早出現(xiàn)的過敏主要是食物過敏，牛奶蛋白是主要的過敏原，并表現(xiàn)為腹瀉和濕疹3歲到7歲是哮喘發(fā)生的高峰期，過敏表現(xiàn)主要為咳嗽、氣喘和胸悶7歲后的過敏類型主要表現(xiàn)為過敏性鼻炎若錯(cuò)過早期干預(yù)，過敏歷程將嚴(yán)重影響寶寶一生健康據(jù)統(tǒng)計(jì)，曾患過敏性濕疹的寶寶，日后患哮喘和過敏性鼻炎的風(fēng)險(xiǎn)將升高3-8倍過敏的反復(fù)發(fā)作還可能帶來其他健康問題，并發(fā)多種疾病，給孩子身心健康成長和家庭的正常生活帶來長期的影響和壓力提高過敏預(yù)防意識，盡早預(yù)防寶寶過敏，可以阻斷過敏歷程，減少寶寶今后發(fā)生過敏的風(fēng)險(xiǎn)母乳具有低致敏性，同時(shí)，母乳喂養(yǎng)是有菌喂養(yǎng)的過程，因此，世界多個(gè)權(quán)威組織建議，以純母乳喂養(yǎng)4-6個(gè)月以上是預(yù)防寶寶過敏的最好方法在因各種原因不能進(jìn)行純母乳喂養(yǎng)或者母乳不足時(shí)，應(yīng)在醫(yī)生的指導(dǎo)下，選擇經(jīng)過臨床驗(yàn)證、效果明確的適度水解蛋白配方，降低寶寶牛奶蛋白過敏風(fēng)險(xiǎn)PHASEI(Mar.17-21)PHASEII(Mar.29)PHASEIII(Apr.2–Apr.18)InteractiveLectureQ&ASectionConsumerSalonPhotoShooting(Wenyi&moms)KOLWeibo(Wenyi)WeiChat(父母堂/育兒網(wǎng))MobileApp(LaMaBang)VideoShooting(momsendorsement)ARITestKnowledgeDistributionVideooftheoff-lineeventandmoms’endorsementVideooftheoff-lineeventandmoms’endorsementARITestARITestARITestVideooftheoff-lineeventVideooftheoff-lineeventIncentiveKOLWeibo(Wenyi)MobileApp(LaMaBang)ARITestRegistrationforeventSocialPlatformsAllergyPreventionKnowledge(HCP&KOLmomDialogue)LeaveyourquestionsRegistrationforeventLeaveyourquestionsIncentiveRecruitmentObjective:LeveragerecruitmentactivitytorecruitrealmomsandcreatesocialbuzzaroundinfantallergyPhaseISocialEngagementBeforeTheEventWeiboStaff:Staff:MobileAPPTactics:Announce#防敏媽媽公開課#ConsumerSalononDeliveryWayfromKOL/HCPweibo&MobileAPPAttractpregnantmomstotakeARItestandsubmitquestionstheyliketoask文怡180W+fans巣媽團(tuán)27W+fans辣媽幫1000W+ursers許鵬飛醫(yī)生0.7W+fansConsumerSalonObjective:UtilizeHCPandKOLmoms’influencetoengagerealmothers,andcreatemediaexposureopportunityonC-sectionsandallergypreventionPhaseIIPREvent:ConsumerSalonOnDeliveryWayPhaseIITheme:巢媽防敏公開課之：剖宮產(chǎn)與過敏Time:Mar.29,2014Location:Wenyi’sKitchenFormat:InteractiveLecture文怡Apopularbloggerandnewmom(183Wfans

onWeibo)Pregnantmoms×15SelectedMedia×12HCPs×2KOLMoms×1Selecttargetmediatoattendandreportthesalon;Releasein-deptharticlesorspecialcolumn,tofullydeliverthekeymessage.許鵬飛Theywillhaveaface-to-faceconversationwithHCPandKOLsonC-sectionissues;Learnandshareinformationaboutallergypreventionintheirsocialnetworks.王山米AgendaPhaseII13:30-14:00Signin14:00-14:05Opening(WenYiwillshareherdeliverystoryfirst)

InteractivelecturebyHCPBasedonrecruitedquestionsonphaseI,aseriesofscenariomulti-choicequestionswillbeasked,aftermomsmaketheirchoices,HCPwillgivetherightanswerandexplainWenYicanhostthispartandinteractwithHCPandconsumers14:50-15:05WenYiasksHCPsomequestionsfromherweibofans14:05-14:5015:05-15:30TimeforphototakingWenYihostAskscenarioquestionMomsmakechoicesXPFexplaintherightanswersConsumerInteractionWithHCPAndKOL1.SnackofferedbyWenYi2.WenYiaskquestionsonbehalfofherfans3.TimeforPhototakingLeverageWenYi’sinfluenceandexpertiseincookingasaspecialgifttoattendeesAttheendofthelecture,WenYiwillaskHCPafewquestionscollectedfromherweibofansthedaybeforeAfterthelecture,attendeeswillhavetheopportunitytotakephotowithWenYiPhaseIIAttendeesInterview(Prepareforrealmomcampaignwarmup)Aftertheevent,takevideoforseveraltypicalattendees,interviewingtheirkeytakeawaysfromtheconsumersalonTheconsumerinterviewwillbecombinedattheendoftheconsumersalonvideopromotedinphaseIII,towarmuptherealmomvideo剖宮產(chǎn)竟然會增加三倍過敏風(fēng)險(xiǎn)！剖宮產(chǎn)會對寶寶免疫力的建立產(chǎn)生長遠(yuǎn)影響！我一定要堅(jiān)持母乳喂養(yǎng)，幫助寶寶遠(yuǎn)離過敏！過敏是可以預(yù)防的！幫助寶寶遠(yuǎn)離過敏是每個(gè)媽媽的責(zé)任！PhaseIIVenueSuggestion文怡美食生活館WenYi’sKitchen朝陽區(qū)南湖西園224號北京香頌2號樓2006室(城鐵13號線望京西站東側(cè))PhaseIIMediaListNO.CategoryMedia

1Mass新京報(bào)2Mass北京青年報(bào)3Industry健康時(shí)報(bào)4Verticalwebsite新浪育兒5Verticalwebsite太平洋親子網(wǎng)6Verticalwebsite網(wǎng)易親子7Verticalwebsite騰訊育兒8VerticalwebsiteYY網(wǎng)9Verticalwebsite育兒網(wǎng)10Verticalwebsite寶寶樹11Verticalwebsite搖籃網(wǎng)12Video優(yōu)酷PhaseIIMediaExposureFollowingthePREventMedia:媽咪寶貝·孕媽咪Format:Coverstory+E-magazineTopic:WenYi’spregnancymemory,deliveryway,andknowledgeonallergypreventionPages:6PTiming:MayFormat:In-deptharticle/HCPinterview/SpecialColumnTopic:C-sectionwillbringhighAllergyRisktoinfantsKeymessagepick-uprate:75%Timing:April-MayTopic:March:HowtochoosedeliverywaywhengivingbirthtothesecondbabyApril:RealC-sectionmomssharingKeymessagepick-uprate:80%Timing:March-AprilMagazineCoverstoryMagazineAdvertorialIn-depthMediareportsPhaseIISocialEngagementObjective:UtilizesocialplatformstoamplifythemessagesintheconsumersalonanddrivetraffictoARITestPhaseIIISocialEngagementAfterTheEvent-

VideoPromotion-Makeseveralelaboratevideoclipsfortheconsumersalonwithkeymessage-Combinetheconsumerinterviewwiththevideo,andthelastframewillencourageconsumerstotakeARITest-ThevideowillbeplacedonYFGM.COMandamplifiedonOwnedmediaandsocialplatforms.TakevideooftheconsumersalonforonlinepromotionPreheattherealmomcampaignattheendofvideoATITestAmplifyonsocialmediaPhaseIIISocialEngagement-Weibo巢媽防敏公開課

InfantAllergyPreventionClasseswithWenYiTactics:EngageWenYitoinitiateaWeiboactivity#巢媽防敏公開課#ThefirstWeibowillshareherunderstandingofinfantAllergyriskandinfluence,andfollowedbyacomictipofinfantallergypreventionInthefollowing6days,WenYiwillpostatotalofsixtips(1tip/day)aroundthetopic,andencouragefanstosharetheirtipsandtakeARITestPhaseIII1.懷孕時(shí)要創(chuàng)造低敏環(huán)境，遠(yuǎn)離環(huán)境污染2.因?yàn)檫^敏的遺傳性，有家族過敏史的寶寶更應(yīng)當(dāng)注意3.

選擇自然分娩，幫助寶寶腸道菌群盡早定植4.分娩后盡早啟動母乳喂養(yǎng)，純母乳喂養(yǎng)6個(gè)月以上5.寶寶用品不必過度清潔，鍛煉寶寶的免疫力6.當(dāng)母乳不足時(shí)，選擇適度水解蛋白配方7.4-6個(gè)月后再添加輔食SocialEngagement-WeChatTactics:EngageinfluentialWeChataccountssuchasFMTtopostarticlesaboutchoiceofdeliverywayandinfantallergyprevention;ARITestwillbeencouragedtobuildtherelevancyofallergypreventiontomoms.SelectedWeChatAccount:父母堂

(20Wfollowers)育兒網(wǎng)(25Wfollowers)媽媽幫(5Wfollowers)WeekOneArticleonWomen’sDaytodeliverthemessagerelevanttoC-sectionandinfantallergyrisk.TopicSample:孕媽必知真相之：剖宮產(chǎn)隱患無窮WeekTwoArticletosumupWenYi’s7tipsaboutinfantallergyprevention,andencouragemomstotakeARITest.Bookmarkswiththesetipswillbepreparedasincentive.TopicSample:【辣媽心經(jīng)】文怡：我是怎樣讓寶寶遠(yuǎn)離過敏的？PhaseIIISocialEngagement-LMBTactics:ReleasetopposttointroduceWenYi’s7comictipsonpregnancyforumFollowedbythreequestionsaboutinfantallergy,andencouragetolearn,answerandwinincentive5luckypregnantmomswiththerightanswerswillgaintheopportunitiestobeinterviewedbyE-magazineMami(《孕媽咪》)withWenYiPromotethroughHomepageBannerToppostaboutWenYi’s7tipsAnswerquestionstowinincentive懂美食也懂育兒，文怡的7條防敏攻略分享PhaseIIISocialEngagement-MMBangPhaseIIITactics：InTreasureBox,introduceARItestasapowerfultooltoknowbaby’sallergyrisk,whichhighlyrelatedtoinfant’slong-termhealth;Encourageconsumerstotakethetestandevengettoknowmoreaboutinfantal