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LAB SERIES Social Media Campaign Proposal Campaign Background LAB SERIES – the top men’s skincare brand of Estee Lauder entered China market recently. It launched its website and start business in Sephora. LAB SERIES is having an online campaign to make its entrance to China a success. Brand Positioning High -End Top Quality Taste High-Performance Simple LAB SERIES represents a group of men, who share same characters with LAB SERIES, they are with good taste, high quality of life and successful, they will be our key users LAB SERIES will give them a feeling of BELONGINGS Product User and Influencer Aged above 25 with high income Keep a busy life, hoping to perform good from the beginning of a day Interested in a lot of high-end things, such as technology finance Most are in tier one cities as: Beijing/Shanghai/Guangzhou/ Shenzhen They are online to get information, but they are not motivated to participate in commercial events Product User Influencer Aged above 22 with middle to high income Fashion lover, passion in life, care about their looking Like to make themselves feel comfortable, such as caring others and recommending to others Most are in tier one cities as: Beijing/Shanghai/Guangzhou/ Shenzhen Active netizen and would like to try everything within her interest Make Influencers the liaison between LAB SERIES and Product User Attract Influence Passive Users Follow Follow Attract Active Users Campaign Objectives Build Awareness Education Sustain Create BUZZ for LAB SERIES exclusive launch in China Make users learn deep contents of brand and product Increase Trial Engagement Distribute Samples to TA Participate in Weibo event Challenges Most users don’t know LAB SERIES Our TA seldom engage in campaigns actively and need to be “PUSHED” LAB SERIES is now lack of large scale of users and deep contents that helps user to learn more about the brand Our Strategy Awareness 利用微博红人本身的粉丝基础传递活动信息，信息立即被大量目标人群看到。 Awareness - KOL 男性时尚 fans： 121461 /xing