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Resonance has just released the BMW China Social Campaign Report. This issue takes a closer look at how BMW uses its digital and social channels to support the launch of a new model in China – including customizing social media channels, integrating with offline campaign activities, partnering with KOLs to reach relevant audiences, and launching campaign microsites to promote user sharing.
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Below are a few highlights from the report:
BMW WeChat Campaign Minisite
BMW creates a WeChat minsite to drive online-to-offline participation.
Like most integrated campaigns, BMW’s X1 launch included a series of offline events where consumers could interact with the car and brand representatives in person. In order to increase traffic to these events, BMW launched a WeChat minisite that encouraged users to attend campaign events by offering unique incentives through augmented reality activites that rewarded users for sharing content from the event.
BMW Key Opinion Leaders
BMW worked with media and aggregator KOLs to reach target audiences.
KOLs are an important component of any campaign, and BMW relied heavily on large aggregator and media accounts to increase awareness for the X1 launch. The brand partnered primarily with auto enthusiast and general interest KOLs to reach large audiences, but also targeted travel accounts to boost participation for a road trip sweepstakes promotion.
BMW Campaign Results
For the X1 launch campaign, BMW focused their KOL usage over a short period of time after launch to boost traffic to the campaign microsite as well as sustain buzz for the official launch event in Xiamen. Automotive and general interest KOL aggregator accounts generated the most engagement due to their huge audiences. In terms of user sharing, Weibo was the dominant platform with 194 pieces of content created from the campaign microsite.
The full report includes a detailed content and social strategy analysis, along with campaign posting timeline and KPI metric results.
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BMW China Social Campaign Report.
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