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Resonance has just released the Lancôme China Social Campaign Report. This installment will break down Lancôme’s seasonal campaign in support of Women’s Day in China. Learn how the beauty brand partners with celebrities and beauty influencers to create an empowering message for the holiday and drive traffic to online and offline purchasing channels.
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Below are a few highlights from the report:
Lancôme BBS Campaign Support
Lancôme activates their Rosebeauty community to build buzz the campaign.
One of the benefits of having a brand BBS is cultivating a community of loyal consumers who can be activated to support campaign initiatives. For their Women’s Day campaign, Lancôme moderators invited members from the Rosebeauty community to participate at regional beauty events as well as promote campaign activities through their personal social networks.
Lancôme Celebrity Campaign Ambassadors
Celebrity KOLs amplify inspirational message across target audiences.
To align with the Women’s Day holiday, Lancôme collaborated with eleven female celebrities, KOLs, and influencers to create an inspirational campaign message through video and images. Four of the celebrities retweeted campaign content directly from their personal Weibo accounts to amplify the message across their own audiences.
Lancôme Campaign Results
Lancôme used product giveaways to encourage fan retweets to create initial buzz for the Women’s Day campaign, which is a popular tactic to tease upcoming brand activities. To celebrate the holiday on social media, the brand released inspirational messaging on Women’s Day and coordinated with KOLs to broadcast the message simultaneously to huge target audiences to make a splash on March 5th.
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Lancôme China Social Campaign Report
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