China Case Studies


Published on

One9ninety - The Pulse Of The Social Web

China Case Studies

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

China Case Studies

  1. 1.
  2. 2. OUR WORK IN CHINA<br />Many global Fortune 500 & multinational corporations have sought One9ninety’s expertise for both strategy & execution of sophisticated digital marketing across Chinese social media. <br />Our work covers social media insights & analysis, generating influence, creative campaigns & content, and managing online communities.<br />SINA WEIBO<br />Community Management<br />Da Ren Outreach<br />SOCIAL NETWORKING SITES<br />Community Management<br />Da Ren Outreach<br />eFLUENCER ENGAGEMENT<br />Blogs, BBS, SNS, Weibo<br />
  3. 3. CASESTUDIES<br />Below is a list of clients by case study category. Often, our social media marketing work is a combination of some or all of the categories outlined (e.g., UK Pavilion, Garnier, Lufthansa). In some instances, we have led the social media creative (e.g., GM, Garnier), which includes site page design, campaign mechanics and production of viral videos. <br />MICRO-BLOGGING - SINA WEIBO<br />EXAMPLE: Lufthansa<br />OTHER CLIENTS INCLUDE: Garnier (L’Oreal), United Nude, ASH, Miss Sixty<br />EFLUENCER ENGAGEMENT<br />EXAMPLE: Garnier (L’Oreal)<br />OTHER CLIENTS INCLUDE: Chivas 18 (PernodRicard), Media Markt, Lufthansa, Absolut (PernodRicard), Sally Hansen, Rimmel, Kinohimitsu, Philips, Bacardi, GM, UK Pavilion<br />SNS COMMUNITY MANAGEMENT & CREATIVE<br />EXAMPLE: UK Pavilion World Expo<br />OTHER CLIENTS INCLUDE: Garnier (L’Oreal)<br />
  4. 4. LUFTHANSA SINA WEIBO COMMUNITY<br />Challenge<br />Build on success of Lufthansa SNS community to establish complementary and vibrant Lufthansa presence in microblog space in order to connect with target Chinese travelers. Launch date April 2011<br />
  5. 5. LUFTHANSA SINA WEIBO COMMUNITY<br />Solution<br /><ul><li> Create and manage Lufthansa microblog voice via official Sinaweibo community around jet setter concept, lifestyle and travel.
  6. 6. Plan content editorial calendar, draft & amend consumer Q&A manual, grow network of followers, create and post daily content, manage consumer replies, track both quantitative and qualitative results on a daily basis.
  7. 7. Engage Sinaweibo ‘da ren’ to promote activities on brand weibo community, driving traffic and number of followers.
  8. 8. Complement & promote games and activities on Lufthansa RenRen page</li></ul>Results (after 2 months)<br /><ul><li>8,702 followers
  9. 9. 257 posts
  10. 10. 12,500+ LH follower forwards
  11. 11. 7,550+ LH follower comments
  12. 12. 16daren engagement
  13. 13. 2,500,000+ views of darenforwards
  14. 14. Number of followers projected to exceed 20,000 by end of 2011
  15. 15. All results from organic, authentic marketing on SinaWeibo</li></li></ul><li>GARNIER EFLUENCER ENGAGEMENT<br />Challenge<br />Provide cost-effective social media marketing strategy and execution solutions in support of 8 product launches <br /><ul><li>Engage key efluencers to deliver authentic internet word of mouth (iWOM) through targeted social media communities
  16. 16. Achieve high levels of consumer engagement
  17. 17. Communicate key brand and product attributes to target audiences</li></li></ul><li>GARNIER EFLUENCER ENGAGEMENT<br />Solution<br />eFluencer Engagement campaign comprised of profiling, selection, recruitment, engagement, sampling and moderation of the One9ninety network of beauty industry ‘da ren’ efluencers to generate authentic product reviews.<br />Results<br /><ul><li>268efluencer original reviews were naturally posted 471 times across various social web platforms for a total of 739 posts
  18. 18. 2,100,000+ views
  19. 19. 7,881 views per post
  20. 20. 30 replies per post
  21. 21. Because the content was earned, authentic (i.e., not paid editorial) and compelling, major women’s sites publishers such as Yoka or PC Lady recognized and rewarded Garnier efluencers’ coverage with over 12 valuable free homepage placements.</li></li></ul><li>UK PAVILION DOUBAN SNS COMMUNITY<br />Challenge<br />Among Chinese target audiences, generate awareness of UK culture (fashion, art, music, movies, literature, architecture), drive site traffic to a central UK Pavilion at Shanghai World Expo web property, build and manage e-community conversation and interaction.<br />Generate positive online word of mouth to encourage foot traffic to UK Pavilion.<br />
  22. 22. UK PAVILION DOUBAN SNS COMMUNITY<br />Solution<br />Drive traffic to and help build and manage UK Pavilion community on Douban around cultural content and digital activities during Shanghai World Expo:<br /><ul><li>Pre-Opening Nicknaming Contest for UK Pavilion – nickname the iconic UK pavilion building (“Pugongying”)
  23. 23. “Best of UK” - showcase cultural highlights of UK (Fashion, Movies, Music, Literature)
  24. 24. “Inspiration UK” – work with to curate and generate participation in visual artist (animation, graphic design) interpretation of UK music artist song to create new work of art with elements from both cultures.
  25. 25. “Sustainable UK” – work with local enviro-NGO Greenovate to highlight UK commitment to sustainable development in social media.</li></ul>Results<br /><ul><li>334 posts generated across key social media platforms
  26. 26. 1,650,000+ views &69,000 replies across key social media platforms
  27. 27. 330,000+ page views of UK Pavilion Doubanminisite
  28. 28. 42,000+ member registrations on UK Pavilion Doubanminisite (largest UK community on Douban)
  29. 29. UK Pavilion a Top 3 Expo destination site as measured by foot traffic</li>