Consistently ranked as one of the leading beauty brands in China for digital marketing and social media, Lancôme has developed a mature and specialized brand ecosystem. Brand channels are discreetly used for product education and cultivating customer word of mouth, but are integrated effectively to achieve campaign objectives.
Lancôme provides customer service from its WeChat account.
Content engages by integrating trending topics while consistently exposing followers to product information, while diverse campaigns keep followers aware of new products and upcoming sales promotions.
Lancôme’s digital brand ecosystem is built on high-quality and engaging content that seamlessly blends trending topics and popular celebrities with inspirational and educational messages. The brand has placed an emphasis on customer word of mouth and has created their Rose Beauty platform to leverage premium samples to seed its creation. Brand ecommerce is integrated throughout the consumer journey, and Lancôme partners with a wide array of digital influencers to create expert content on social media and vertical communities.
What You’ll Learn
The Lancôme Digital Report analyzes the complete digital ecosystem of one of China’s most successful beauty brands and shows 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.
Brand Website: We’ll show you how the brand website functions as the primary hub for ecommerce with an emphasis on seasonal promotions and product education.
Brand Community BBS: We’ll take a look at how Lancôme has leveraged product sampling to create a platform to activate consumer evangelists and seed word of mouth across China social media.
Weibo: You’ll learn how Lancôme has amassed one of the highest-quality audiences on Weibo with content that resonates with fans.
WeChat: We’ll show you how the brand is making strides on WeChat by integrating brand loyalty, creating mobile-optimized campaign experiences, and boosting sharing.
Youku: We’ll take a look at the videos that are performing best on the brand’s Youku channel.
Baidu: You’ll see how Lancôme prioritizes brand promotions to convert search interest.
Key Opinion Leaders: We’ll reveal how Lancôme partners with KOL influencers, celebrities, and media accounts to amplify awareness for their products.