how lancôme wins on china digital & social media
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LANCÔME CHINA SOCIAL BRANDING REPORT
© 2014 RESONANCE CHINA ALL RIGHTS RESERVED
S O C I A L C A M PA I G N R E P O R T
C H I N A !
LANCÔME CHINA SOCIAL BRANDING REPORT
REPORT SAMPLE PREVIEW T H I S C O P Y I S J U S T A S M A L L S A M P L E
Get the full version online: hIp://www.resonancechina.com/china-‐social-‐branding-‐report/
LANCÔME CHINA SOCIAL BRANDING REPORT
Welcome to the China Social Campaign Report.
ABOUT THE CSCR MarkeVng campaigns in China provide a unique opportunity to observe brands acVvaVng and integraVng their digital
and social channels. Whether in service of a new product launch, brand heritage exhibiVon, or seasonal sales
promoVon, campaigns reveal each brand’s blueprint to creaVng buzz, engaging fans, and driving conversion.
LEARNING FROM EXAMPLE These reports will take a deep dive into the strategy and
mechanics behind the stages of each campaign. At this level of detail, we’ll learn just exactly how marketers integrate
the properVes of each digital asset in combinaVon with offline acVviVes and KOL influence to achieve their
objecVves.
ASK US ANYTHING This report will open the door to deeper quesVons. For this purpose, we’ve created a subscriber forum at
resonancechina.com/answers where readers can ask us anything from the report. We’ll have our researchers and
strategists moderaVng the forums and ready to answer any quesVons asked with professional experience and addiVonal
supplemental research when required.
ABOUT RESONANCE
Created in 2009, Resonance is a preferred China social media and branding agency, with a specific focus on
fashion, luxury, and lifestyle brands; headquartered in Shanghai, China. To find out more, visit us at
resonancechina.com
ABOUT CSCR
KEY TAKEAWAYS
CAMPAIGN
QUESTIONS
CONTACT
HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS
LANCÔME CHINA SOCIAL BRANDING REPORT
Rose Beauty serves as the community hub for campaign activities during Lancôme’s Beautiful Women’s Day. 1. CAMPAIGN LANDING PAGE Lancôme’s Rose Beauty brand BBS plaiorm served as the campaign hub – aggregaVng creaVve, sales promoVons, as well as cross-‐plaiorm community engagement acVviVes. 2. COMMUNITY ENGAGEMENTS Brand moderators also used Rose Beauty’s message boards to acVvate the community to promote the campaign on BBS and Weibo through product giveaways, in addiVon to offering brand evangelists the opportunity to take part in expert demonstraVons at campaign events in Beijing, Hangzhou, and Chengdu.
TEASER LAUNCH SUSTAINED 1 2
LANCÔME CHINA SOCIAL BRANDING REPORT
Lancôme partners with a targeted mix of performers and influencers to reach relevant fan groups. KOL AMPLIFICATION Four of the eleven women featured in the celebrity integraVon directly retweeted Lancôme's campaign post using their personal accounts. Singer Shang Wenjie generated the most engagement, which reflects her loyal and acVve fan base. Supermodel Lu Yan generated the lowest amount of engagement which may be due to a campaign mismatch with a high fashion audience. Shang Wen Jie: Singer, 6.4M fans Engagement Generated: 7,244 Zhu Dan: Actress, 7.2M fans Engagement Generated: 1,280 Linda: Host/Anchor, 1.9M fans Engagement Generated: 270 Lu Yan: Supermodel, 4.3M fans Engagement Generated: 50
TEASER LAUNCH SUSTAINED
时尚主播linda | Linda Fashion Influencer: 1,996,797 Followers
尚雯婕 | Shang Wen Jie Pop Star: 6,414,388 Followers
吕燕 | Lv Yan Supermodel: 4,334,567 Followers
朱丹 | Zhu Dan Host/Anchor: 7,250,357 Followers
*KOL data accurate as of April 30, 2014; engagement is the sum of likes, comments, and retweets.
LANCÔME CHINA SOCIAL BRANDING REPORT
HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS
Have More Questions? We’ve Got Answers Online.
ABOUT CSCR
KEY TAKEAWAYS
CAMPAIGN
QUESTIONS
CONTACT
ASK US QUESTIONS IN THE FORUMS Digital in China can be complex, and there are always quesVons that this report cannot answer. For this reason we’ve created a Q&A forum where you can log in and ask us any quesVon from this report, and our staff of consultants will get back to you with answers within 48 hours. YOUR PERSONAL CONSULTANT Our consultants are made up of our research and strategy teams, who have access to Resonance’s community managers. Everyone on the forums has pracVcal experience running social, digital campaigns in China and are the most qualified to help answer your quesVons.
Ask any unanswered quesDons in the CSBR forums!
LANCÔME CHINA SOCIAL BRANDING REPORT
谢谢 CONTACT US Lvl.2; 1035 Changle Road; Shanghai 200031 Office: 86.21.5302.8238 x8008 Email: info@resonancechina.com
VISIT US ONLINE Website: www.ResonanceChina.com
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