Cannes 2016 China Digital.pdfVIP

China Digital Recap May 15th –May, 26th This year, continue with GET THE LOOK Deliver look With What How to In Special Column NATIONAL TV PROGRAM INTERNET MOBILE Social + Portal + Veticral + Search Special Column Awareness # Unique Visitor # 1 Social Tab 5 Media Column 2 E-Commerce Column 20 Mil 72,916 20,243,027 677,830 Awareness # Video View # FAN BING BING Tutorial FAN BING BING Tutorial LI YU CHUN Tutorial Over 5 Mil Awareness # Search Volume # - +590% compared with Cannes 2012, +218% than last half month - 90% of total buzz is Make Up PRODUCT related Consumers gain more sophisticated understanding interest in brand Brand Consideration # Social Buzz # - 282 posts on Micro-blog, average retweet +190% VS 2012 - Buzz volume +116% VS 2012 - PRODUCT relevant buzz takes up 32% of total Strategy: Leverage 3 owned accounts LPL -- Event repos star look release LPL Make Up -- Look dig-in adaptation Skin Deep –Skin care LYC related topics Brand Consideration # Top Influenced Posts # # 1 # 2 # 3 - 4 out of 5 are about LI YU CHUN, China’s hottest pop star - China team successfully leveraged “LYC’s 1st time at Cannes” and “LYC as LPL spokesperson’s 1st time at Cannes” - And subtly maximized her fans’ curiosity by offering LYC Cannes incentives to drive e-commerce # 4 # 5 Commerce # On-line Off-line # Key Message #1 –Try off-line banner + tab + column + OAP - Drive traffic to counter for MUA trying everywhere to deliver - Visualize trying outcomes on Tab Biz +5.9% VS 2012 10 Mil biz for LAFASO in Cannes - Special commercial offer in Cannes - Combine looks closely with MU products Key Message #2 – Buy on-line THANK !