how bmw wins on china digital and social media

BMW X1 CHINA SOCIAL CAMPAIGNREPORT

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C H I N A !


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Welcome to the China Social Campaign Report.

ABOUT THE CSCR MarkeWng campaigns in China provide a unique opportunity to observe brands acWvaWng and integraWng their digital

and social channels. Whether in service of a new product launch, brand heritage exhibiWon, or seasonal sales

promoWon, campaigns reveal each brand’s blueprint to creaWng 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 properWes of each digital asset in combinaWon with offline acWviWes and KOL influence to achieve their

objecWves.

ASK US ANYTHING This report will open the door to deeper quesWons. 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 moderaWng the forums and ready to answer any quesWons asked with professional experience and addiWonal

supplemental research when required.

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fashion, luxury, and lifestyle brands; headquartered in Shanghai, China. To find out more, visit us at

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BMW uses a WeChat minisite to incentivize followers to participate at regional campaign events. 1. LIVE FREE FOR ACTION | WECHAT MINISITE Aier campaign launch, BMW directed their WeChat followers to a campaign minisite (Wei Zhan) promoWng a five-‐city tour of Live Free For AcWon offline events. 2. FIVE-‐CITY CAMPAIGN EXPERIENCE From June 20th-‐30th, BMW hosted campaign experience events in Beijing, Hangzhou, Chengdu, Guangzhou, and Shanghai. 3. AUGMENTED REALITY ACTIVITIES Through the WeChat minisite, BMW promoted unique augmented reality engagements – teasing opportuniWes to win up to 10 prizes a day by parWcipaWng through their smartphones at events. 4. EVENT ACTIVITIES BMW also promoted acWviWes that would take place at each event – including live DJ performances. 5. TEST-‐DRIVE SIGN UP Like all of their campaign iniWaWves, BMW created opportuniWes to convert minisite traffic into test-‐drive registraWons.

TEASER LAUNCH SUSTAINED

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Campaign retweets from aggregator, media, and influencer KOLs extend reach across target audiences during launch. 1.  AGGREGATOR ACCOUNTS Aggregator accounts made up the majority of KOL amplificaWon used for BMW’s X1 launch campaign. Account types were spread across automobile, general interest, and travel categories.

•  Aggregator KOLs Used: 11 •  Total Engagement Generated: 5,675

2. MEDIA ACCOUNTS Media account retweets helped the campaign reach relevant enthusiasts as well as wider audiences through popular car magazines and general interest publicaWons.

•  Media KOLs Used: 9 •  Total Engagement Generated: 4,801

3. INFLUENCER ACCOUNTS Car media editors used their personal accounts to retweet BMW’s X1 launch campaign content to their followers for addiWonal awareness and credibility.

•  Influencer KOLs Used: 6 •  Total Engagement Generated: 2,023

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旅⾏行下⼀一站 | Next Stop Travel Travel Aggregator: 6,938,824 Followers

全球汽车榜中榜 | Global Car Rank Automobile Aggregator: 10,004,426 Followers

中国汽⻋车导报主编朱骏 | Zhu Jun China Auto Guide Editor: 523,378 Followers

三联生活周刊 | Lifeweek General Media: 9,491,057 Followers

名車志 | Car & Driver Automobile Media : 1,667,198 Followers

中国汽⻋车画报⻬齐宇 | Qi Yu China Car Pictorial Editor : 234,914 Followers

TEASER LAUNCH SUSTAINED

*KOL data accurate as of June 25, 2014; engagement is the sum of likes, comments, and retweets.


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Have More Questions? We’ve Got Answers Online.

ABOUT CSCR

KEY TAKEAWAYS

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QUESTIONS

CONTACT

ASK US QUESTIONS IN THE FORUMS Digital in China can be complex, and there are always quesWons that this report cannot answer. For this reason we’ve created a Q&A forum where you can log in and ask us any quesWon 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 pracWcal experience running social, digital campaigns in China and are the most qualified to help answer your quesWons.

Ask any unanswered quesDons in the CSBR forums!


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