This sample of the China Social Campaign Report explores how Lancôme builds its own social community and works with top China influencers to build its brand in the Middle Kingdom.

1. LANCÔME
CHINA
SOCIAL
BRANDING
REPORT
SOCIAL CAMPAIGN REPORT
©
2014
RESONANCE
CHINA
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RIGHTS
RESERVED
C H I N A!

2. LANCÔME
CHINA
SOCIAL
BRANDING
REPORT
T
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REPORT SAMPLE PREVIEW
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3. 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.
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quesVons.
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4. LANCÔME
CHINA
SOCIAL
BRANDING
REPORT
TEASER
LAUNCH
SUSTAINED
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.
1 2

5. LANCÔME
CHINA
SOCIAL
BRANDING
REPORT
TEASER
LAUNCH
SUSTAINED
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
尚雯婕 | Shang Wen Jie
Pop
Star:
6,414,388
Followers
时尚主播linda | Linda
Fashion
Influencer:
1,996,797
Followers
朱丹 | Zhu Dan
Host/Anchor:
7,250,357
Followers
吕燕 | Lv Yan
Supermodel:
4,334,567
Followers
*KOL
data
accurate
as
of
April
30,
2014;
engagement
is
the
sum
of
likes,
comments,
and
retweets.

6. LANCÔME
CHINA
SOCIAL
BRANDING
REPORT
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QUESTION?
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CAMPAIGN
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in
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has
pracVcal
experience
running
social,
digital
campaigns
in
China
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most
qualified
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help
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your
quesVons.
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unanswered
quesDons
in
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CSBR
forums!

7. LANCÔME
CHINA
SOCIAL
BRANDING
REPORT
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