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Resonance has just released the Lancôme China Social Branding Report. In this report we’ll analyze the complete digital ecosystem of one of China’s most successful beauty brands and show you how Lancôme has used Weibo to educate consumers on product knowledge, promote positive word of mouth through their brand BBS, and set up WeChat to become a hub for CRM.
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Below are a few highlights from the report:
Benchmarking Lancôme in China
Lancôme stays competitive with beauty brands on Sina Weibo.
Lancôme has a similar Weibo fan base size when compared to competitor brands including Estée Lauder, Guerlain, and Shiseido. The brand also exhibits a distinct advantage in terms of audience quality with a higher percentage of active followers, verified followers, and influential followers with more than 500 of their own fans. This is most likely due to Lancôme’s unique blend of trending pop culture topics, rich visual content, and useful information that educates fans on beauty and wellness. In terms of average engagement per post, the brand is close to industry averages as retweet contests and product giveaways are standard tactics for the beauty and cosmetics category.
Lancôme Digital Ecosystem
Lancôme has focused on building high-quality digital brand channels.
Lancôme has built a unique network of owned and earned social channels that allow the brand to accomplish its digital marketing objectives. The brand website functions as the primary hub for ecommerce with an emphasis on seasonal promotions and product bundling opportunities. The Rose Beauty brand BBS is the destination for product sampling and loyalty rewards while Weibo keeps followers engaged with high-quality lifestyle content that educates consumers on overall wellness while teaching them how to get the best out of brand products.
Lancôme Rose Beauty Brand BBS
Lancôme uses Rose Beauty to promote sharing of consumer reviews and product experience.
Lancôme’s Rose Beauty brand BBS attracts fans through product sampling programs, but also provides a platform for the brand to activate consumer evangelists for campaign activities and seed word of mouth content across China social media. Brand campaigns are often launched through Rose Beauty microsites and BBS moderators use product giveaways and simple contests to get the community buzzing about online and retail activities throughout the year.
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Lancôme China Social Branding Report
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