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