Hauwei Proposal

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4.13.2016

WHO WE ARE We are a social marketing agency cultivating relevance with Gen Z and Millennials.

EXPERTISE Content development Content production Social engagement

Established in 1999 PG. 2

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AUDIENCE SEGMENTS

Community management Influencer partnerships KPI measurement

social marketing specialists

Millennials Multicultural Gen Z Niche subcultures

National in scope & reach

Social Capabilities CREATIVE Insights-Based Concepts Editorial Stories Content Development Community Management Influencer Engagement Design Photography + Video

STRATEGIC Strategy Research & Social Insights Audience Segmentation Drivers of Intent Benchmark Awareness Media Planning + Buying Social CRM Measurement + Social Analytics Industry Level Analytics

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millennials DELIVERY Digital Production Partnerships Project Management Client Services Optimization ROI Analysis

OUR OBJECTIVES TOGETHER WE WILL Establish a clear competitive advantage for Huawei + Honor through social strategy, content, campaigns, and community engagement Validate strategic content ideas that drive consumer engagement and build loyalty with Huawei + Honor with an influencer advisory board Integrate the premium authenticity, integrity, technology, and style aspects of the Huawei + Honor brand into social marketing activities Deploy a phased approach to include short term (quick wins) that “amplify� content and longer term marketing opportunities Guarantee Huawei + Honor content is developed, published, and promoted in a timely manner Create content that motivates engagement, drives purchasing intent, and campaign-specific conversions Optimize and measure multiple layers of content for performance across all channels

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TWO DISTINCT AUDIENCES PG. 5

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TWO POWERFUL BRANDS. PG. 6

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OUR APPROACH

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CHANGING THE GAME IN MOBILE TECHNOLOGY + STYLE PG. 12

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PROCESS 1

ONBOARDING / ANALYSIS / SYNTHESIS

2

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SOCIAL AND CONTENT STRATEGY PLAYBOOK / SOCIAL CHANNELS / FAN CLUB / DRIVERS OF INTENT / CONTENT PILLARS / SOCIAL VOICE / IDEAS CATALOG / SOCIAL INFLUENCER STRATEGY / KEY SOCIAL, MOBILE

SOCIAL INFLUENCER ADVISORY BOARD (STRATEGY VALIDATION, CONTENT IDEATION AND TESTING)

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EDITORIAL CALENDAR SET-UP AND OPTIMIZATION

PROCESS 5

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SOCIAL CHANNEL PAGE DESIGN AND CONTENT PRODUCTION

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COMMUNITY MANAGEMENT

KPI MEASUREMENT AND REPORTING

HUAWEI + HONOR SOCIAL MEDIA INFLUENCER ADVISORY BOARD (STRATEGY VALIDATION, CONTENT IDEATION AND TESTING) WHAT Hand selected group of popular influencers serve as authenticity advisors/co-creators throughout the process

HOW Leverage Immersive influencer network and private online platform Reveal key insights, challenge strategic thinking, and inspire new content ideas

WHY Utilize as a sounding board to filter the “best of” social strategies and content plans

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HUAWEI + HONOR SOCIAL MEDIA INFLUENCER ADVISORY BOARD IMMERSIVE INFLUENCER NETWORK EXAMPLES HUF Founder, Keith Hufnagel Pro Skateboarder/Street Wear Fashion Icon

PlayQ Founder, Joe Aigbobrh Mobile Game Developer/Techstar

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Professional Athlete, Lizzie Armando Actor/World Champion Female Pro Skateboarder/Artist

Enplug Founder, Ben Goldberg Social-Digital Display Entrepreneur

Sols Founder, Kegan Schouwburg Pioneer/Creator of Sexy Orthodics

Yoga Instructor, Kino Macgregor Instagram Yoga Star

SOCIAL CHANNELS PRIMARY CHANNELS FOR DEVELOPMENT Weekly Episodic Content / Influencer Playlists / Product Campaigns / Behind-the-Scenes / Digital Optimization = Key to Success

Conversational and Aspirational / Showcasing Beauty, Technology and Style / YouTube Video Previews / Promotions

Repurpose YouTube Content / Branded Messenger Stickers / Celebrate Influencer and Partner Content

Conversational / Drive followers to YouTube content/ Promotion of Sweepstakes/ Highlight the Honor lifestyle

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SOCIAL CHANNELS SECONDARY CHANNEL FOR CONSIDERATION

Humour and Fun / Showcasing the fun, quirky and not so serious side of the Huawei brand

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PARTNERSHIP KNOWLEDGE + INTEGRATION

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FANCLUB STRATEGY

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FANCLUB STRATEGY

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FANCLUB STRATEGY

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FANCLUB STRATEGY

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FANCLUB STRATEGY ELEMENTS FOR SUCCESS Develop story/messaging, “attract” vs. push Exclusive VIP feel, yet welcoming Build authenticity into content and opportunities Focus on money can’t buy experiences Invite them to freely share opinions 1st look at new products Secret shows and special events Collab products only available to Honor Club Incorporate Huawei + Honor partners PG. 24

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HUAWEI + HONOR CONTENT PACKAGE

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Channel

Content Type

Qty/Month

YouTube

2-3 Minute Video

4

Instagram

15, 30, 60- Sec Video Cut-Downs

6

Instagram

Still Photo/Illustration/ Mixed Media

20

Instagram

GIFs

5

Facebook

Video/Still Photos/GIFs

Above Content Repurposed

Twitter

Video/Still Photos/GIFs

Above Content Repurposed

All

Curated Content

TBD Based on Final Approved Content Strategy

Total Content Production

35

Investment (May-December 2016)

$500K

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CULTIVATING SOCIAL COMMUNITY STRATEGIC PRINCIPALS Design Huawei + Honor Communities to Evolve Include Huawei + Honor Insiders and Welcome Outsiders Plan for Different Levels of Fan Participation Create Value for Fans Combine the Old and the New Nurture Huawei + Honor Community Rhythm

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HUAWEI + HONOR KPI FRAMEWORK (METRICS FOR SUCCESS) The following monitoring strategy will assist Huawei + Honor as we track the success of consumer outreach and measure engagement through the social/content efforts. We recommend these four KPIs as an important way to interpret the success of our efforts as it relates to the digital + social experience with Huawei + Honor.

KPI #1: MEASURING CONSUMER REACH

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• Unique Visits

How many consumer are viewing this content and is it driving intent to visit your website, social sites and/or fan club site/hub?

• Geography

Where is your content being shared? Is it doing well in some regions, but not others? How can Huawei + Honor optimize for geographical locations.

• Mobile or Web

How are fans consuming content? Are they using mobile devices (smartphone/tablet) or web (PC/Mac) to connect with Huawei + Honor content and social media efforts? How does this knowledge influence your design and use of each social channel/website?

• SEO

How effective are your search engine optimization strategies for reaching the audiences for each brand? Are web searches or hashtags driving consumer to your social sites and/or content?

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HUAWEI + HONOR KPI FRAMEWORK (METRICS FOR SUCCESS) KPI #2: MEASURING CONSUMER/FAN ENGAGEMENT

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• Bounce Rate

Are consumer spending time engaging with your content? Or just moving through quickly and going to another site? How can content and social efforts be tweaked to keep them engaged longer on your site(s)?

• Page Views

Are they coming back for more? Are they one and gone? What other sources are driving consumers to your site(s)?

• Time Spent

How much time are consumer spending viewing your content?

What is the benchmark for time spent visiting Huawei + Honor sites?

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HUAWEI + HONOR KPI FRAMEWORK (METRICS FOR SUCCESS) KPI #3: MEASURING CONSUMER SENTIMENT • Social Sharing

Are consumer sharing your content? If so, what platforms are they sharing and/or reposting the content to?

• Comments

Are your posts eliciting a strong emotional response and motivating consumers to leave comments? A large number of comments is a positive indicator that your content tone, voice and mix is on the right path.

• Positive/Negative

What is the ratio of positive to negative comments on your posts?

It’s important that you listen to the community feedback and, if necessary, adjust the types of interactions and/or content you are posting.

Content performance will be analyzed to make sure posts are not only shareable, likeable and interesting, but also published on the days and times that get the most engagement and reach.

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HUAWEI + HONOR KPI FRAMEWORK (METRICS FOR SUCCESS) KPI #4: SOCIAL MEDIA AND CONTENT METRICS

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• Followers

If you have a large number of followers, this is a key indicator that you have found the correct balance of voice, tone and content.

Followers are also considered to be community members who have opted-in or subscribed to your content.

• Hearts

To “heart” an image, video or hyperlapse is a users way of showing you they liked your content.

• @ Mentions

A @ happens when someone includes an Instagram handle in a comment on a piece of content. It could be directed at Huawei + Honor or another community member. The @ reply allows for more interaction and conversation between both the company and the target audience.

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HUAWEI + HONOR KPI FRAMEWORK (METRICS FOR SUCCESS) KPI #4: SOCIAL MEDIA AND CONTENT METRICS (CONT.)

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• Snapchat Metrics

Snapchat doesn’t currently offer any publicly available analytics tools for users and/or brands. However, there are several thirdparty options that can be used to track how well you are engaging with your target audience.

• Followers

If you have a large number of followers, this is a key indicator that you have found the correct balance of voice, tone and content.

Followers are also considered to be community members who have opted-in or subscribed to your content.

• Snapback

A key indicator of high engagement is when a brand issues a call to action via Snapchat and the community answers by directing a Snap to the brand. This is known as a Snapback.

• Screenshot

When a user takes a screenshot of a piece of content you have sent to your community, you will receive a notification. A large number of these notifications are a key indicator that your content is resonating with your target demographic.

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HUAWEI + HONOR KPI FRAMEWORK (METRICS FOR SUCCESS) KPI #4: SOCIAL MEDIA AND CONTENT METRICS (CONT.)

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• YouTube Metrics

There are a large number of metrics that can be measured using the Google Analytics tools that are fully integrated into YouTube.

• Video Views

The video views metric pertains to the total number of video views for a specific date range of the videos posted on your channel and/or for a specific video.

• Subscribers

The subscriber metric is an important measurement that tracks the number of people who have subscribed to your Youtube Channel. By subscribing they will automatically receive updates in their feed.

• Average View

This metric will help you determine if your viewers are watching your entire video or just the first couple minutes. This number will help you figure out the sweet spot for video length to keep your viewers engaged and better meet your viewers’ needs and/or expectations.

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OUR WORK

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INSTAGRAM PHOTOGRAPHY

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SOCIAL VIDEO CONTENT

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What

We

Did

Social campaign targeting millennial audience segments.

Developed creative strategy.

Engaged consumers in social experiences aligned with Hansen’s natural ingredients positioning.

Content production.

Launched Hansen’s social media channels.

Executed social media contest benefiting Urban Gardens partner.

Field marketing and social media community management.

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683,122 broadcast media impressions.

2,171,057 social media reach.

Social MEDIA CAMPAIGN

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CONTEST MICROSITE

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Social AMPLIFICATION

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COMMUNITY ENGAGEMENT

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What

We

Did

Social media strategy.

Co-created social media/content plan with 300 millennial design influencers nationwide.

Defined social personas and voice.

Content plan.

Benchmark awareness study.

Social content style guide.

Influencer/talent program.

Community management guidelines.

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Content Theme

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Social Personas

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Social Media Profile Design

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Social Video: Information Flow Storyboard

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What

We

Did

Social and digital strategy targeting Millennial and Gen Z Audience.

Led multi-faceted millennial research exploration.

Driving higher intent for theme park visitation among influential audiences.

Developed social channel strategy playbook.

Defined social media voice and drivers of intent.

Content production and community management.

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Grew Instagram from zero to 172k followers in 12 months.

YouTube channel videos reaching 1.2M views.

Social channel strategy

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Social channel matrix

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Voice/tone by social channel

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Content drivers of intent

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What

We

Did

Oakley content + social amplification for Switch sunglass.

Developed 6 part YouTube video series “Dreamland” featuring millennial influencer, Bob Burnquist. The most decorated athlete in X Games history.

10M views worldwide, highest performing social content for Oakley to date.

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Social + digital creative development

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The Dreamland Video Series

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What

We

Did

Social media campaign targeting Millennials.

Developed creative strategy.

Content production.

Social media outreach drove submission of 3,000 original video submissions.

Influencer partnership management.

Turnkey execution of UGC video contest.

Field marketing and social media community management.

Social analytics.

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Guerilla marketing engaged 23,000 consumers in 3 markets.

Generated over 21M views via social and earned media.

Creative Campaign Development

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Launch Video

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Let’s Go Viral Design

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Guerilla Wall Projections

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Earned Media

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COMMUNITY Engagement

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3,000 Social Video Submissions

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WHY IMMERSIVE? Proven-Social + Digital Expertise Passionate Content Marketing Team Deep Influencer Relationships Network Leading Millennial + Gen Z Specialists Collaborative + Flexible Work Style Diverse Industry Experience Well-Versed in Sprinklr + Analytics Tools Trusted by Fortune 100 Companies Impactful, Action-Oriented Results PG. 62

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Gregg Witt Chief Engagement Officer, Immersive Youth Marketing Tel: 619-342-6482 I gregg@immersiveyouth.com I Twitter: @immersiveyouth immersiveyouthmarketing.com PG. 63

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