Sephora Digital Social Media Ecosystem Review China

Sephora uses its digital, social media ecosystem in China to educate Chinese consumers about its variety of beauty products and brands. Sephora encourages a relatively inexperienced Chinese population to try out its cosmetic products by offering educational tutorials, giveaways, and sales promotions on a number of different media channels.

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Sephora provides beauty and fashion tutorials to educate netizens and encourage product purchase

Sephora’s strong emphasis on customer relations and customer education can be seen through its variety of live chat customer support systems, online and offline engagement activities, and its video make-up tutorials. In this report, you’ll discover how Sephora maximizes its major social networks in China including its brand website, JD.com ecommerce platform, Weibo, WeChat, Mobile apps, and its KOL influencers to educate and familiarize Chinese consumers with their cosmetic products, increasing the likelihood of purchase and repeat business.

What You’ll Learn

  • Brand Website: Discover how Sephora uses its brand website as a media and informational hub to maintain Chinese customer communication and education.
  • Weibo: We’ll show you how Sephora tantalizes its Chinese audiences with personal health survey quizzes, giveaway engagement campaigns, UGC repost content, and celebrity endorsement. You’ll also see how Sephora facilitates and encourages online product purchase by offering direct links from its Weibo account to its online purchase page.
  • WeChat: Discover the differences between Sephora’s Weibo and WeChat accounts, and how Sephora engages its WeChat users with free giveaway engagement activities and promotional product sales. We’ll also walk you through Sephora’s WeChat customer relations process which includes product information, membership loyalty rewards and direct purchase links.
  • Mobile App: Sephora operates an efficient and easy-to-use mobile app that allows users to buy its products on the go. We’ll walk you through their mobile app purchase process step by step and show you which methods work best for Chinese mobile shoppers.
  • Key Opinion Leaders:  Sephora works with a number of direct and retweet KOL influencers with a focus on beauty and fashion. We’ll show you which influencers had the greatest impact on user engagement and why.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Air France: Digital Ecosystem Review

Air France’s China digital, social media ecosystem works to amplify its key messages of travel and leisure, encouraging Chinese netizens to travel abroad with their user-friendly brand website and their glossy destination highlights posted on their Weibo and WeChat accounts. Air France’s commitment to customer satisfaction, new and innovative mobile apps, and engaging culture-oriented image and video content facilitate a new generation of Chinese looking to travel abroad.

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Air France uses China’s most popular social platforms, both past and present

In this report, you’ll discover how Air France maximizes its major social networks in China including its brand website, Weibo, WeChat, Youku, Mobile apps, and its KOL influencers to spread awareness and influence Chinese consumer perception and behavior.

What You’ll Learn

  • Brand Website: Discover how Air France uses its brand website to facilitate ticket purchase and amplify its brand messages to its Chinese-speaking audience.
  • Weibo: We’ll show you how Air France popularizes international travel by using destination highlights to captivate its Chinese audience. You’ll also see how Air France interacts with its users by offering travel tips, product and service surveys, and offering ticket giveaways for those participating in its engagement competitions.
  • WeChat: Discover the differences between Air France’s Weibo and WeChat accounts, and how Air France uses WeChat to distribute and disseminate its promotional content for ticket sales and discounts. We’ll also show you how Air France’s live-chat customer service on WeChat as well as its full service map assist users while they are on the go.
  • Youku:  Air France holds the majority of its video content on Youku. We’ll show you which videos were successful in producing the most amount of engagement and why.
  • Key Opinion Leaders: Air France works with a number of direct and retweet KOLs which include influencers with travel and lifestyle focus and KOL aggregators that collect and repackage information for Chinese audiences. We’ll show you which KOLs were the most successful in contributing to Air France’s overall engagement and why.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Platinum Guild International: Promise

PGI launched the “Promise” campaign on “I love you day” (5/20) in China. The campaign’s digital ecosystem spanned Weibo, WeChat, Youku, and media partner websites: iJie, OnlyLady and Elle.

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PGI works with iJie, a popular portal for the wedding industry

It was successful in driving awareness and buzz for PGI’s products during “wedding season” leveraging conversations around celebrity couples Jordan Chen, Cherrie Ying, He Zi Ming and He Jie, through a series of viral videos, PC and mobile app user generated content engagements.

What You’ll Learn

  • Weibo: You’ll discover how PGI rolled out celebrity love stories across Weibo through videos, teasers and everyday vignettes, as well as the techniques used to drive buzz and sharing across the popular social network.
  • WeChat: Discover how PGI’s WeChat posts created exponentially more engagement than Weibo through deeper content and mobile engagements.
  • Youku: We’ll show you which videos worked best and how they were amplified across China’s top video social platform: Youku.
  • Media Partner: We will show you how PGI successfully engaged with their target groups by choosing the right fashion and wedding media partners to host campaigns and UGC engagements.
  • Celebrity Ambassadors: We will explain how PGI collaborated with celebrities, Jordan Chen, Cherrie Ying, He Zi Ming and He Jie, with different promotion content and inspirational stories to drive interaction among China’s netizens.
  • Key Opinion Leaders: Which key opinion leaders helped amplify the campaign the best? Which ones created the best engagement among their targeted audiences? This report includes top 12 most valuable KOLs including popular photography and fashion media accounts.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.