China Social MediaBest Practice July 2019 Edition

TABLE OF CONTENTS

‣ Best Practice

‣ Spotlight cases‣ New Brand Ambassador Campaign - Sergio Rossi ‣ New Special Collection Launch Campaign - Moncler ‣ New Product Launch Campaign - Christian Louboutin ‣ Performance collaboration with KOL - Farfetch x Mr.Bag

‣ Offline to Online recruitment ‣ Engaging local content ‣ Online to Offline, Unique consumer experience in boutique with KOL

BRAND OFFICIAL WeChat ACCOUNT, leverage welcome message interact with new followers

Objectiveғ- Drive traffic from Sneaker Con offline event to Stadium Goods social WeChat account, recruit new followers and increase engagement.

Mechanismғ- Activate a LUCKY DRAW mini program on Stadium Goods’ WeChat, leverage AirJordan and Yeezy as incentives to recruit new followers. - Tag followers via tracking QR code in WeChat backend for CRM purpose

Resultғ- Recruited 1500+ new followers in 3 days - 1000+ users engaged in the campaign

Offline to Online recruitment

Key Takeaway:- Tracking code + engagement activity is an effective approach for

brands that are new to the market to create buzz and drive traffic

OFFLINE TRACKING QRcode present at offline event to acquire followers

Stadium Goods5์17෭ 18:00 ᛔۖ

YEEZY Ӟ Stadium Goods ᩸ݎጱುॹྋ

YEEZY

Objectiveғ- Leverage the AJ launch to drive brand awareness and highlight Stadium Goods’ unique value proposition: the platform to find the hottest sneakers and the latest launches

Mechanismғ- Build brand awareness and credibility via sneaker category influencer who has followers both domestic and abroad to visit the physical store in NY. - Record Vlog of unpacking new AJ, release on social before it official launch.

Resultғ- Wechat engagementғ450+- Weibo impressionғ90,600+

Localized content

Key Takeaway:- Brand can work with Micro KOLs to create valuable and relavent content. - Vlog format showcases product and tells a detailed story while being cheaper

to produce compared video.

Objective- Build communities to get closer to core fans and enhance brand loyalty.

Mechanismғ- Leverage KOLs who have brand target audience, hold offline fan meeting in boutique to enhance brand loyalty all while driving sales.

Resultғ- 53% follower growth on Weibo - 11% follower growth on WeChat

Online to Offline

Key Takeaway:- Community events with special experience help strengthen

relationship both with the KOL and their fans. - Fans that participate in the event have strong intention to purchase

product on site, unique offer for KOL’s fans help boost sales.

Spotlight cases

Objectiveғ- Leverage new brand ambassador Nazha to drive brand awareness. - Recruit & Engage new followers on WeChat & Weibo.

Mechanismғ- BIG DAY: 360 degree social media coverage to maximize the social

buzz(Celebrity Weibo post, Weibo ads, WeChat Ads and KOL endorsement) - UGC Content: create a social community for brand lovers and celebrity’s

fans to maximize the social volume through Weibo hot topic - KOL collaboration: collaborate with fashion KOLs on both online (Weibo and

WeChat posts) and offline (store event)

New Brand Ambassador Campaign

Resultғ- Total Exposure of 141 million+ - Total Engagement of 1 million+ - SR official Weibo account followers grew by 34%

Key Takeaway:- Celebrity impact paired with media buying drives dramatic social buzz. - Campaign content combination: PGC and UGC and influence of KOL can

generate engagement.

Two Platforms 9 Ads 5 Posts on Official Account

Total Engagement of 1million+

Total Exposure of 141million+

360° media exposure

4 Kol posts

New Collection Launch Campaign

Resultғ- 3500+ new followers on Weibo - 10K+ new follower on WeChat - 1000 offline event application were submitted by followers in 3 hours.

Key Takeaway:

- Simplified H5 interaction help consumer better understand brand and also increase conversion rate

Project Backgroundғ- Generate buzz around the Moncler x PALM ANGEL collaboration and

recruit new followers. - Build brand awareness via organic posts and moments ads/banner ads,

drive traffic from online to offline event via H5 graffiti interaction. - Use limited invitation of offline event as incentive to motivate consumers to

engage in H5.

Landing Page Choose Canvas Input Words Spray Color Poster Generated Coupon Claimed

H5 interactionConvert online users to offline event invitation via H5 graffiti interaction

H5 Engagement 15000+

Offline interactive activity

Guests can create his/her own graffiti work at the event, synchronizing with H5 content.

WeChat Moments AdsWeibo Feed Ads

Resultғ- Total exposure of 23million+- Total engagement of 174k+

New Product Launch Campaign - Sustainable WeChat Boutique MiNi Program

Key Takeaway: - Reusable Mini-program only requires 20%-30% maintenance fee compare

to developing fee which is also cost-saving. - Choose the right KOL, attach mini-program into their content provide one-

stop follower experience within KOL’s WeChat post.

Project Backgroundғ- Christian Louboutin launched sneaker campaign mini program in March,

and relaunched a new bag collection in May with the same mini program. - Cooperate with KOLs of different categories to drive traffic and increase

buzz

Sustainable Mini Program

Mar-Apr: Sneaker May-Jun: Bag Launch July: Chinese Valentine Launch

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Same Mini program, allows the brand consistency update product and visual for new collection drop.

Gogoboi Mr.Bag Mr.Kira Lulu’s Travel Diary Dipsy Yoyo Miss Tuesday

KOL Amplification

KOLs of different category use different angles to resonate with followers and drive sales, attach Mini Program in their WeChat post provide one-stop consumer experience without jumping out to third party for purchase.

Project BackgroundғMr. Bags is the go-to expert when it comes to finding the hottest accessories of the season. However, social listening revealed that oftentimes when he mentions lesser-known brands or limited-edition bags, fans get frustrated as many of the products aren’t always readily available in China.

To solve this, the KOL teamed up with Farfetch to create a custom e-commerce Mini Program called “۱ضኞ with Farfetch.” The Mini Program is linked to Mr. Bags’ Official Account, allowing followers to link directly to the co-branded Farfetch Mini Program to purchase the featured products from Farfetch without exiting Mr. Bags’ WeChat. The shop’s inventory is updated every Tuesday morning to reflect new content and provides a safe and trustworthy channel for consumers to purchase the season's must-have bags.

Farfetch exclusive performance collaboration with KOL: Mr Bag

Key Takeaway:- Direct link of mini program turn out great conversion rate especially

synchronize with KOL’s content with one WeChat post eco-system.- Performance based collaboration with KOLs provide great exposure and

high conversions and offer a win-win approach for both the brand and KOL.

Resultғ- Wechat Impression 150k+- 250+ bags sold out in first hour

One-stop shopping ecosystem

Mr.Bag Exclusive Mini Program

Exclusive discount code

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