张全亦 Email & Phone Number

中国 上海市

中国 上海市

Client:Nike Performance Growth Marketing-Managed NIKE DTC e-commerce(Nike.com, Nike MP,Nike APP) Social Commerce performance marketing project (CPS model), achieved more than $13,000,000 trackable sales in FY20 and FY21 first half, ROI increased by 15% and maintained at 4.3, AOV $281-Monitored campaign sales data, adjust media/KOL strategy timely to optimize ROI, and delivered analysis reports regularly-Research on TA profiles and consumption habits based on each campaign brief, develop media/KOL strategies and execution plans to address the different initiatives between traffic and ROI, thus significantly improving KPI and stimulating sales conversion.-Developed and established partnerships with 10+ affiliate marketing platforms and MCN agencies, and cooperated with more than 300 KOLs for NIKE on Weibo, WeChat, Douyin, Bilibili, Gudong(for runners),Tencent Livestream and other social platforms, along with private community traffic to achieve sales conversion, with an average CVR 2-5%.-Communicated with external vendors and established a data analysis platform and KOL management platform exclusively for NIKE Social Affiliate program-Conducted research on social platform content preference and consumption habits for the GEN-Z, with a sample size of over 300

中国 上海

-Managed and supervised daily output of FIFA World Cup content to Weibo, Wechat, Mini Program, Douyin, Toutiao and microsite. Amassed 12 million+ followers and No.1 performance among competitors -Established and implemented content strategy framework and tagging system for social platforms, boosted content planning and analysis practice efficiency. -Researched and analyzed strategic insights on China sports digital marketing to support client manger preparing RFP pitch -Shared competitor learning and market trend learning , collected data weekly and monthly to optimize social performance -Aligned with global digital team and delivered best practice from China to global channels Projects:2018 FIFA World Cup, FIFA Women’s World, Mini program, H5, Cross-sport, THFC -Launched FIFA social media in China, amassed over 5.9 billion #FIFA World Cup hashtag reads, 2.6 million engagement, 8.5 million new followers during the tournament -Led a content team (6+) during 2019 FIFA Women’s World Cup, 2,857 posts amassed 2 billon impression and 600k engagement -Planned Wanda sponsorship activation Live From France and managed production team with KOL Jikejunyi shooting overseas -Liaised with external vendors to develop Mini program and H5, amassed 7M PV with no budget -Integrated resources and planned 10+ sports brands crossover (i.e. NHL, WWE, MMA, ITTF) to create social buzz and reached 10M followers