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Resonance has just released the BMW China Social Branding Report. This issue breaks down the digital brand ecosystem of one of China’s “big three” prestige car manufacturers (Audi, BMW, Mercedes-Benz), analyzing how BMW uses Weibo and WeChat to educate consumers on new model launches while driving consumers to live events and dealerships to experience brand service and vehicles in person.
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Below are a few highlights from the report:
Benchmarking BMW in China
BMW stays competitive with other premium auto brands in China in terms of total followers on Sina Weibo, only trailing the industry average by 20%. But the German brand outperforms Mercedes-Benz, Audi, and Cadillac in terms of quality of audience with a much higher proportion of active, verified, and influential followers who have more than 500 of their own fans. This is due to BMW’s conservative social media strategy that focuses on high-quality content while steering clear of sweepstakes and contests.
BMW Digital Ecosystem
BMW has focused their social branding efforts on Weibo and WeChat.
BMW has taken a measured approach to social media in China with the focus of their social branding efforts centered on Sina Weibo and WeChat. These channels are used in combination with live events and campaign experience tours to launch new models and generate sales leads for regional dealerships. To reach auto-enthusiast and general audiences, BMW works with media KOLs and large aggregator accounts to amplify their content across huge, relevant follower bases.
BMW Youku Brand Channel
BMW operates a custom Youku brand channel.
BMW maintains a Youku premium brand channel which is provided to advertisers who meet a media spending threshold on the video platform. Premium channels allow brands to customize page elements including featured videos, player size, album layout, and adjacent advertising. For all of their videos, BMW places an interactive unit at the end of each video to capture test drive registrations.
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BMW China Social Branding Report
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