The document describes two social media marketing campaigns: 1) Watsons' "Spin the Wheel" campaign on Facebook that engaged over 32,000 users and acquired 25,000 new fans. 2) LG Mobile's "Life's Good Moments" campaign featuring influencers' content across platforms that generated over 30 million content views.

3. WATSONS SPIN THE WHEEL 10 th Mar – 8 th Apr 2011

4. WATSONS BRIEF To position Watsons as the dominant offline & online Health & Beauty products retailer in Singapore Recommend & execute a long-term social media marketing strategy Manage Watsons ’ and GLOW’s Facebook presence Make social media central to a cost effective marketing strategy Recruit 50,000 fans by end 2011 SOLUTION Insights – quarterly buzz monitoring & analysis Efluencers engagement – word of mouth - events/ workshops Create & execute 4 main online activation campaigns in 2011, starting with Spin the Wheel Redesign, monitor & moderate both Watsons & GLOW magazine Facebook brand page Create & manage a blog & Twitter channel Facebook media buy

5. WATSONS SPIN THE WHEEL We conceived and developed an application on Facebook to engage Facebook members with a simple and straightforward viral game called Watsons Spin The Wheel Only fans are allowed to spin the wheel - daily prizes and 4 Grand Prizes were put in place to attract more fans A Facebook social Ad buy was also implemented during this campaign reaching out to a targeted female audience Various social button such as tweet, share & like buttons were installed for the fans to easily share rally their friends on Facebook or Twitter 10 beauty efluencers were invited to join in the fun & spread the campaign to their followers on their natural online environments

6. WATSONS SPIN THE WHEEL

7. CAMPAIGN STATS 10 No. of spins per second on launch day 1,410 Average no. of spins per hour 34,000 Average no. of spins per day 1,000,000 Total no. of spins 3,105 New fans acquired on launch day 20,500 New fans acquired over 3 weeks campaign period 25,000 Total users who spun the wheel 32,586 Average post views during campaign period 503% Average page post views increase 30,000 Monthly active users during 1 st 2 weeks of April

8. LG LIFE ’S GOOD MOMENTS 15 th Oct – 31 st Dec 2010

10. LG MOBILE ASIA BRIEF Support the marketing and PR efforts for the launch of new LG Optimus range of smartphones One (Android) & 7 (Windows 7) Engage Facebook & Twitter community Encourage User Generated Content and internet Word Of Mouth SOLUTION Efluencers Engagement – Word of Mouth Marketing incl. workshop + Press Conference Facebook Fanpage & Twitter Channel creation & moderation LG Life ’s Good Ambassador Search activation campaign Teaser Video to inspire efluencers & best LG Life’s Good Moments final video Development of dedicated Facebook App

11. LG LIFE ’S GOOD CAMPAIGN We profiled & invited 20 technology & lifestyle efluencers to maintain a 7 week online video/ photo/ text journal of their Life ’s Good Moments with LG Mobile. This online diary lived on LG’s Facebook brand page The Facebook app we conceived let the Ambassadors directly upload their photos, videos, text and receive votes, comments, share and ‘like’ from the community. LG Life’s Good Ambassadors each received a phone, reviewed them and were strongly incentivized to rally their community to vote for them We conceived a teaser video presenting the campaign and our Ambassadors that was shown at the press launch. A final video was also shot with the best of LG Ambassadors’ Life’s Good Moments

12. LG LIFE ’S GOOD AMBASSADORS VIDEOS 147,000 video views 21 sites seeded

13. LG ‘LIFE’S GOOD CAMPAIGN’ ON FACEBOOK-TWITTER – BLOGS - YOUTUBE

14. LG ‘LIFE’S GOOD CAMPAIGN’ ON FACEBOOK - TWITTER - BLOGS - YOUTUBE

15. LG LIFE ’S GOOD USER GENERATED CONTENT

16. CAMPAIGN STATS (OCT – DEC 2010) iWOM 82 Total no. of sites naturally seeded with efluencers’ brand & campaign related posts 1,537 Authentic video/ photo/ text brand related posts generated 30,504,328 Total authentic brand & campaign related posts views as registered on Facebook, Twitter, YouTube, Forums, Blogs FACEBOOK 6,930 Comments, likes & shares 45,593 Total no. of votes SALES LG Optimus sales have exceeded expectations

17. L’OREAL SINGAPORE

18. L’OREAL SINGAPORE BRIEF Recommend an online marketing strategy & execution to support Vichy ’s marketing presence on the social web and to support Normaderms sales Campaign period is from Oct to Dec 2010 Establish Facebook presence for Vichy Drive Normaderm sales before 2011 re-launch SOLUTION Profile & recommend 10 efluencers to Vichy to run a ‘ Zero Imperfection Challenge ’ via a Facebook Diary app Create a Vichy brand page on Facebook Singapore Organise and coordinate a physical workshop to facilitate sampling and trial with 10 efluencers Facebook media buy

19. NORMADERM ZERO IMPERFECTION CHALLENGE How did we run this challenge? Create a Vichy Singapore Facebook Fanpage Invited 10 efluencers to help a loved one improve her skin condition over 2 weeks Conceive & develop a Facebook application that supports both photos & videos and allows Facebook members to vote, comment and ‘like’ the challengers uploads Connect the registered application to Facebook on a dedicated tab that was set as the default landing tab throughout the campaign period Cross-links to the application and the Fanpage were implemented together with the viral elements of sharing, liking, commenting and inviting friends to participate and vote for this challenge Efluencers word of mouth, attractive prizes as well as a simple call to action Facebook ad also supported the campaign

21. CAMPAIGN STATS (OCT – DEC 2010) IWOM 40 Total no. of sites seeded with efluencers brand related posts 195 Authentic brand related posts generated 52,000+ Total e-fluencers ’ Facebook fans, tweeter followers, YouTube subscribers & unique blog visitors exposed to brand posts 900,000+ Total posts views FACEBOOK (Campaign Duration: 18th Oct -24 th Nov 2010) 2,200 New fans organically acquired 25,500+ Total votes garnered SALES 50% Sales increase in Q4 2010