MAX FACTOR
FY1516 PR Plan1Outline
China media landscape
Retainer – FY1415 review and FY1516 plan
Campaign – FY1415 review and FY1516 plan
MUA – FY1415 review and FY1516 plan
2China media Overview 32,245NEWSPAPERS9,549MAGAZINES & PERIODICALS2,300RADIO STATIONSTV STATIONS* according to The State Administration of Radio Film and Television’s latest report in July, 2012
** Xinhua News Agency, China News ServiceNEWS AGENCIES230+ millionMOBILE USERS4OO+ millionONLINE NETIZENMedia Overview4All key global media, including those from Hong Kong and Taiwan, have liaison offices in mainland China.
Usually based in Beijing & Shanghai.
Influential international media also have presence in China.5- National Capital
Administrative & Political Center
Primary location of foreign embassies & correspondents
Media Epicenter
Beijing6- National Commercial Center
Birthplace of everything considered modern in China
More progressive
Fashion & Design
& Finance hubShanghai7TV – Still the 1st Impression Media Outlet 89China Central
16 channels Key Satellite
5 out of 38Local Station
Over 900 Content Provider China TV Landscape 10Print – Declining Yet A Key Media Outlet 11 Most are female
Mainly aged from 24-30
High educated, many majored in Chinese or English
Nice-looking, easy- going
Top tier- professional
Second tier- not so professional
60% important magazine editors are in Beijing
30% in Shanghai
5% in Guangzhou and Shenzhen
5% in other place, e.g. Chengdu
Fashion & Beauty Journalist Overview12
Highly competitive
“Guanxi” (relationship) is very important while engaging with Chinese media
“Overseas Media Trip” or “Special Co-op” is viewed as a chance to present & immerse media in the brand equity, furthermore it is necessary to achieve a more in depth reporting
Press conference is commonly used in China even with limited news value
Timeliness is now prioritized for Chinese media
“Media travel allowance” is expected and is industry standard practice for interviews and meeting attendance
Beauty Media Overview (Print)
135 leading beauty publishing groupsBeauty Media Overview (Print)
14Intensive Competition
OVERSEA TRIP½~1 PAGE.MEGA EVENTMEDIA WORKSHOP¼ PAGE. MAXIMUMNEW INITIATIVE SAMPLING1 sixth PAGE. MAXIMUM15Beauty Media Overview (E-media)
165 leading digital groupsBeauty Media Overview (Digital)
17Landscaping – Traditional media18Landscaping – Digital media19Key Evolvement in Media Industry20Media is evolving from communication medium to powerful brands
Chinese publics are more familiar with A-list stars
Design for China & “China Design”
Rapid growth of luxury/lifestyle contents in 2nd-tier-city media
Print media is extending their influential power across multi-platform
Digital media evolve from info platform into CONTENTS DEVELOPERS
Only few top Chinese bloggers have influential power among consumers due to the complicated market conditions and limited social platform comparing to the global bloggersKey Evolvement in Media Industry
211. Media is evolving from communication medium to powerful brands
1.1 BACKGROUND
Rapid growth of media industry in pass 15 years;
MNCs have been increasing their investment to CN for a long time;
Global brands treat CN as key market, hence, CN media as VIP;
Some titles become the No.1 revenue edition in their group;
Vigorously embrace innovations and receive recognition by brands/their group.
221.2 PHENOMENA
Big-scale branding events;
Believe they have world-class production capability even with language gap;
ONLY interests in exclusive contents, prefer in-depth stories rather than snap-shot info;
Expect to be treated individually;
Don’t like syndication and branded contents;
Prefer to shoot all images themselves.
1. Media is evolving from communication medium to powerful brands
23The Vogue Talents Corner 24GQ Men of The Year25Bazaar Jewelry Exhibition and Gala 26Harper’s Bazaar Charity Night27Marie Claire Style China28China Media Co-op with Global Fashion Giants29China Media Co-op with Global Fashion Giants30China Media Co-op with Global Fashion Giants311.3 INDICATIONS TO COMMS
Contents exclusivity wins – contents abundance is essential;
Story telling via media – catering story angles to different media via providing them individualized experience;
Provide contents generation opportunities, i.e. shooting, to media and negotiate editorial out of it.
Big-scale event alone doesn’t work anymore, especially when lack of top celebrity.
1. Media is evolving from communication medium to powerful brands
322.1 BACKGROUND
Though censorship for big screen and TV is strict, there have been more and more legitimate movie and TV contents on digital platform. In mean time, pirate contents provide CN audience even more choices.
More celebrity weeklies, Femina, Grazia, OK!, etc, to help young group know more stars.
Younger group more embrace western life and western idols.
A-lists treat China media more seriously in recent years.
2. Chinese publics are more familiar with A-list stars
332.2 PHENOMENA
More international brands invite their A-list face/ endorser/ambassador to China for PR events and media coop;
More A-list stars on covers of magazines and weeklies;
Media’s expectation to work with brand’s A-list faces;
Generically speaking, CN media prefer younger stars, i.e. prefer SJ than Monica;
Top models are still unacquainted faces to Chinese.
2. Chinese publics are more familiar with A-list stars
342. Chinese publics are more familiar with A-list stars
352.3 INDICATIONS TO COMMS
Plan holistic when there is a A-list.
2. Chinese publics are more familiar with A-list stars
363.1 BACKGROUND
The growing self-esteem and self-confidence of Chinese in the past 10 years;
Becoming the biggest shopper group of luxury goods, Chinese now expects brand to cater for their tastes as they do decade ago for Japanese;
The global influential power of Chinese designers and artists have been rising in the past 5 years, which provoked global brands to coop with them.
3. Design for China & “China Design”
373.2 PHENOMENA
Fashion brands use China limited editions to attract the attention of Chinese publics;
Beauty brands cross-over with Chinese artists for limited editions – a strong PR angles during festive;
Both fashion and beauty brands partner with top media for “China projects”;
Beauty group launch new brand with Chinese/Asian inspiration.
3. Design for China & “China Design”
38M.A.C X Chen Man
Love and Water Limited Collection Shu Uemura X Wong Karwai
2011 limited holiday collection Osiao – EL’s new brand for Chinese consumers3. Design for China & “China Design”
3940 4. Rapid growth of luxury/lifestyle contents in 2nd-tier-city media
41 The development of lifestyle contents varies from cities, which unsurprisingly link to the luxury business development.
In some cities, media is very commercial; while in other cities media is editorial driven, giving PR bigger opportunity to play. Shenzhen4. Rapid growth of luxury/lifestyle contents in 2nd-tier-city media
42 4. Rapid growth of luxury/lifestyle contents in 2nd-tier-city media
5.1 BACKGROUND
Younger groups, age 18-35, are the main consumers of beauty & fashion products. They are as well the key influencers to their parental generation.
Well established digital habits of young people.
Brands are shifting Ad investment to digital platform to catch the trend, yet not satisfying with digital media’s editorial/interstitial capability.
Digital can reach more geography than print distribution, especially in LARGE China.
5. Print media is extending their influential power across multi-platform
435.2 PHENOMENA
Almost every top title has ipad/iphone version on top of their official website;
Dedicated editorial team for digital platforms who cater contents to digital habits;
Videos and animated images as key contents differentiating from print;
Print editorial team always involve digital team to drive bigger outcome, especially for big projects.
5. Print media is extending their influential power across multi-platform
44
5. Print media is extending their influential power across multi-platform
45
5. Print media is extending their influential power across multi-platform
465. Print media is extending their influential power across multi-platform
475.3 INDICATIONS TO COMMS
Establish regular contact with both print and digital editorial team;
Engage both team at the beginning when there is big projects;
Work more closely with Mediacom to drive buy awareness across print and digital platforms.
5. Print media is extending their influential power across multi-platform
486. Digital media evolve from info platform into CONTENTS DEVELOPERS
6.1 BACKGROUND
Used to lack capacity, so copy-paste press release and editorials from print media;
Fierce competition drive them to explore POD -- especially obvious in vertical websites.
6.2 PHENOMENA
Large editorial team nowadays with strong capacity to develop own contents everyday;
Eager to work with brands for paid contents partnership, especially contents that cannot be presented on print due to format limitation;
Start to like video contents.
496. Digital media evolve from info platform into CONTENTS DEVELOPERS
506. Digital media evolve from info platform into CONTENTS DEVELOPERS
6.3 INDICATIONS TO COMMS
Need to treat digital media more seriously as how we treat print media;
Help digital media to grow their editorial capability.
51527.1 BACKGROUND
Chinese bloggers mainly post on Weibo/WeChat/vertical site for Facebook/Twitter/Youtube/Instagram had been banned in China;
Unsophisticated and complicated consumer behaviour among multi-tier cities in Great China.7. Only few top Chinese bloggers have influential power among consumers due to the complicated market conditions and limited social platform comparing to the global bloggers
537.2 PHENOMENA
Social content with on trend topic and down to earth language tone always win;
Most Chinese bloggers own much bigger fan base in 1st tier cities, such as Beijing, Shanghai, Guangzhou, nevertheless have little influential power below 3rd tier cities.54Wu Miao
Top MUA, famous blogger
Follower: 361,071gogoboi
Fashion blogger
Follower: 4,373,968557.3 INDICATIONS TO COMMS
Need more aggressive and proactive in-depth content coop with TOP bloggersMax Factor China Retainer media landscape5675 retainer media titles5758TOP 14 media titlesMost of TOP 14 media titles belong to TOP 4 media group with high quality coverage and impressive circulationTOP 14 media coop 1 —— Global toolkit (Fashion week)
59GRAZIA COSMOPOLITIANRAYLI-Fashion and beauty60RAYLI-Her styleTOP 14 media coop 2—— Global toolkit (Brand heritage)
61BAZAARELLETOP 14 media coop 3—— Global ambassador
62VOGUE 4-FP6364Marie Claire 8-FP65666768ELLE 6-FP692nd- Tier 39 media titles2nd tier media titles include non-top 14 powerful print media and 2nd tier cities print media70L’Officiel2nd – Tier media coop 1——Pat McGrath & fashion week toolkit
71Cosmo BrideShin 2nd – Tier media coop 2——Kevin interview and tips sharing
2nd – Tier media coop 3——Eternal MUA makeup look
72Cosmo Bride 2-FP73E-media 22 media titles74QQ.Tencent.comKimiss.comMedia coop 1——Beauty feature
Media coop 2——Fashion week exclusive coop
75iFeng.com76Media coop 3—— NI & seasonal news seeding
Marie Claire Beauty TOP100 Beauty AwardsCOSMO Beauty AwardsChina Media Awards IntroPcLady.com
Annual Beauty AwardsHighly recommended beauty awards
High reputation
Targeted to dramatic diva group
Brand co-op and impressive NI will helpNew-born awards of Marie Claire
MC owns high reputation in industry
Brand co-op and impressive NI will help
Synchronous NI needed for Global JuryHighly recommended digital beauty awards
Brand co-op and hero product will helpRayli.com.cn
Beauty AwardsHighly recommended digital beauty awards
Classic digital beauty awards connected with the RAYLI group
Brand co-op and NI product will help77 SELF ibeauty Beauty AwardsELLE Beauty Star
Asia AwardsYOKA.com Beauty AwardsOnlylady.comHigh reputation
One of classic beauty awards
Various awards
Brand co-op will contribute to the resultsHigh reputation
One of classic beauty awards
Global ELLE jury
Brand co-op will contribute to the resultsClassic digital beauty awardsClassic digital beauty awardsChina Media Awards Intro787980
Regular news seeding
NI launch supported only via news release seeding or normal desk briefing
Western face to endorse NI or campaign to Chinese consumers
NI with no superiority or breakthrough technology
Hard sale to editors with product information or brand news without any fresh news angle or story 81
In-depth/exclusive content coop with strategic media titles to convey product information and campaign idea
Optimize global toolkit
fully leverage global material including script/images/videos to impress various media titles
maximize Pat and MUA team to create more in-depth media coop content ( sketch, interview, makeup look creation)
brand story/heritage education through vivid and comprehensive brand toolkit
3. Tailor-made interesting and fresh media gift to impress editors and strengthen product information FY1415 Retainer Review82FY1415 Retainer KPI:Overall NO.1 of Editorial SOV with YA1.15 increase
100% exposure of NI on MUST HAVE media titles and 70% on national media during the NI
100+ Quality coverage* in FY1415 with brand NI support
83FY1415 Retainer KPI Review Overall NO.1 of Editorial SOV with YA1.39 increase
90% exposure of hero NI on MUST HAVE media titles and 80% on national media during the NI
142 Quality coverage in FY1415 with brand NI support
84Retainer Spend: 220M
No.1 editorial SOV, Index 1.53 vs. L’Oreal Paris, Index 1.15 vs. Maybelline, reach 1.1MMM, key message 100% delivered
No.1 SOV on E-retainer, 1218 editorial clippings with Index YA 2.33
NO.2 SOV on print media titles with 810 clippings, VS L’Oreal Paris got 805 clippings and Maybelline New York got 940 clippings
With 13 NI launch and diverse media co-op strategies, gained 2028 editorial clippings on 75 media titles
Generated over 6.8MM+ USD AD Values on total 75 media titles
Among above, Pack shot 75% , PR image 45% , Influencer mentioned 16% of all coverage
13 Beauty Awards, Index YA 1.63FY1415 Retainer Result 85 12821761FY1415 1325FY1314 1055
122194223 177 03
FY1415 Retainer Results2028145686FY1415 Co-op Media Review
14 Top media titles87VOGUENew/premium/limited edition package
New/edgy shadeNI launch event newsWhat’s WorkingCoverageBudget support for global trip - fashion week backstage/brand museumGlobal Ambassador Pat McGrath interview opportunity (email/face to face)Help Needed in FutureEstimate Coverage1/10 – 1/15 P1 FP1 FP1/2 - 1 PMore global toolkit - brand news/historical milestone/beauty trend with high-res pic1/4 – 1/2 P88COSMOPOLITANNI always workFashion week credentials created by Pat McGrath gained quality coverageWhat’s WorkingCoverageInvestment (MUA/products/budget) for cover/celebrity shootingKevin’s tailor-made looks exclusive shootingHelp Needed in FutureEstimate Coverage1/6 – 1/4 P1/2– 3/4 P1P Cover
3-4P cover story 1 FP – 2 FPAD investment/sufficient HERO NI sample support for Beauty Award nomination1/4- 1/5 P
Annual Beauty AwardSufficient NI samples seeding for media trial 1/2 - 3/4 P89HARPER’S BAZAARPremium package always winBrand heritage/milestone story with high-res picsWhat’s WorkingCoverageMore heritage toolkits/celebrity related assets with high-res picsExclusive trend looks/design/BTS visuals on backstage from Pat McGrathHelp Needed in FutureEstimate Coverage1/6 – 1/4 P1/6 – 1/4 P1/4 - 1 P1/4 PBudget support for beauty feature column shooting, especially for NI launch 4-5 FP90ELLENI always workGlobal beauty trend toolkitWhat’s WorkingCoverageBudget support for global trip - fashion week backstage/brand museumInvestment (MUA/products/budget) for cover/celebrity shootingHelp Needed in FutureEstimate Coverage1/6 – 1/5 P1/2 P1 -2 FPGlobal Ambassador Pat McGrath 1/2 slot for exclusive interview/tailor-made look design 3-4 FPExclusive fashion week BTS videos/visuals driven by Pat McGrath1/4 – 3/4 P1P Cover
3-4P cover story91MARIE CLAIREGlobal trend credentials driven by Pat McGrath gained good coverageNI with premium package always workWhat’s WorkingCoverageExclusive interview with Global Ambassador Pat McGrath(email)Help Needed in FutureEstimate Coverage1/4 – 1/2 P1/8 - 1/4 P 1/2 -1 PGlobal trend toolkit driven by Pat McGrath/seasonal trend look designed by Kevin seeding1/4- 1/2 P92SELFSufficient samples support for Beauty Award and 2 out of 5 nominations wonWhat’s WorkingCoverageExclusive interview opportunity/inspiration Q&A from Pat McGrath/KevinHelp Needed in FutureEstimate Coverage1/4 P + 1/4 P1/2 – 1 PInvestment (MUA/products/budget) for cover/celebrity shooting3-4 FPNI always work1/4 P93RAYLI-FASHION AND BEAUTYNI with detailed tips always workSufficient NI samples/proactive NI pitching for editors trialWhat’s WorkingCoverageInvestment (MUA/products/budget) for celebrity shootingPat McGrath 1/2 slot for tailor-made looks design/tips sharing for Asian(RAYLI) womenHelp Needed in FutureEstimate Coverage1/8 – 1/6 P1/2 P2-3 FP3-4 PMUA/products support to tailor-made looks shooting1-2 FPBudget support for global trip - fashion week backstage/brand museum2 FP94RAYLI-FASHION PIONEERGlobal credentials driven by Pat McGrathWhat’s WorkingCoverageHelp Needed in FutureEstimate Coverage1/4 – 1/2 PExclusive interview opportunity/inspiration Q&A or tips focusing on Asian women from Pat McGrath/KevinExclusive co-op driven by Pat’s extra sketch/trend Q&A1/2 -1 PNI with premium package always work1/4 P1/2 -1 P95RAYLI-HER STYLENI with premium package/color workWhat’s WorkingCoverageKevin’s seasonal tailor-made looks seedingExclusive interview with Kevin on trends/make-up tipsHelp Needed in FutureEstimate Coverage1/6 – 1/5 P1/4 – 1/2P1/2 PBrand historical assets/breakthrough stories with high-res pics1/4 P96VIVINI with Premium/lovely package always workWhat’s WorkingCoverageInvestment (MUA/products/budget) for new season look shootingHelp Needed in FutureEstimate Coverage1/8 – 1/6 P1 -2 FPBudget support on VIVI offline campus event involving Eternal sales team1P event news
Continuous brand exposure97CITY BEAUTYNI/Hero CI seeding with tips sharingSufficient sample support and proactive pitching for CITY BEAUTY BEST AWARDWhat’s WorkingCoverageInterview opportunity/inspiration Q&A from Pat McGrath/KevinHelp Needed in FutureEstimate Coverage1/6 – 1/5 P1/8 P1 FP98FEMINAFashion week backstage BTS involving super models and Pat McGrath always workNI with premium package winWhat’s WorkingCoverage More celebrity/super model related BTS visuals
Pat McGrath’s inspiration Q&AGlobal Ambassador Pat McGrath Interview opportunity (email)Help Needed in FutureEstimate Coverage1/2 P1/5 P1/2 P1/2 - 1PBudget support for global trip - fashion week backstage/brand museum2 FP99GRAZIAGlobal credentials driven by Pat McGrath winNI with premium package winWhat’s WorkingCoverage More celebrity/super model related BTS contents exclusive co-opCelebrity beauty look/Kevin tailor-made looks shootingHelp Needed in FutureEstimate Coverage1/6 – 1 P1/5 P1/4 – 1/2 P1-2 FPExclusive interview opportunity with Pat McGrath/Kevin/Celebrity1/2 – 1 P100TRENDS HEALTHNI with premium/lovely package always workSufficient NI sample to support the product trailWhat’s WorkingCoverageMore NI formula introduction to pitch media topics Help Needed in FutureEstimate Coverage1/5 – 1/3 P1/7 – 1/5 P1/7 – 1/5 P101FY1415 Co-op Media Review-2nd Tier Print Media
23 must have strategic print media titles* Monthly : in dark pink; Non-monthly: in light pink 102FY1415 Co-op Media Review-2nd Tier Print Media
16 better have strategic print media titles* Monthly : in dark pink; Non-monthly: in light pink 103Monthly - 16 media titles* Media titles marked in dark pink104Global credentials (trend looks/trend quotes/sketches) driven by Pat McGrath always winAsia Creative Director Kevin’s interview pitchingWhat’s WorkingCoverageInvestment (MUA/products/budget) for special column shooting (celebrity/anniversary/seasonal trend/etc.)Budget support for media event to inspire media and convey brand equity Help Needed in FutureEstimate Coverage1/2-1 P1/2- 1 P2 FP1/4 – 1 PEternal MUA team support for exclusive/special look shooting2PNI always work1/8 – 1/3 P105Non-monthly - 23 media titles* Bi-weekly/weekly/daily, media marked in light pink106NI always workCredentials (trend tips/sketch/Q&A) driven by Pat/ Kevin What’s WorkingCoverageHelp Needed in FutureEstimate Coverage1/10 – 1/5 P1/2 – 1 PGlobal Ambassador Pat McGrath/Asian Creative Director Kevin inspiration Q&A exclusive seeding combined with trend looks/NI/HERO CI1/2 -1 PBudget for media event and inspirational PKV/BKV/product story for HERO SKUs to inspire media 1/4 PSufficient samples support for readers club/editor product trial 1/2 – 1 P107FY1415 Co-op Media Review-Online Media
14 must have strategic online media108FY1415 Co-op Media Review-Online Media
8 better have strategic online media109PortalTimely NI/brand press release seeding Fashion week backstage co-op with Sohu.fashion.comWhat’s WorkingCoverageBackstage access/Fashion week pre-view materials seeding for in-depth co-op partnerHelp Needed in FutureEstimate Coverage/Home page featured
2 in-depth reports
5 WEIBO
Feature
In-depth reportInspirational Hero SKUs
PKV/BKV/Product story seeding/On-trend news angles/topic to inspire online editor/Samples seeding for 360 product performance test 7-8 slides product evaluation110VerticalOn-trend news angles/topic to inspire online editorSufficient sample support for product performance trial What’s WorkingCoverageAdvanced trend toolkitHelp Needed in FutureEstimate Coverage///Interview/inspiration Q&A seeding of Asia Creative Director Kevin/111FY1415 NI Media Co-op Result112Must Have media titlesMedia titlesExposure 100%
120 ClippingsJAS NI- Media Co-op result
75 National mediaRayli Fashion PioneerCosmopolitan Harper's Bazaar Femina 80%
188 Clippings113Digital/new media platform co-op
(NI news/NI trial/celebrity resource seeding/Hot topic press release)Media shooting& interview (Shila)
Media topic pitchingEditor trial
/product performance testLaunch event newsJAS NI- Media Co-op result114Must Have media titlesMedia titlesExposure 90%
89 ClippingsOND NI- Media Co-op result
75 National mediaSelfFeminaTrends HealthCity Beauty 75%
131 Clippings115Digital/new media platform co-op
(NI news/NI trial)Media Awards
Media topic pitchingEditor trialMedia & consumer event newsOND NI- Media Co-op result116Must Have media titlesMedia titlesExposure 100%
110 Clippings 85%
171 ClippingsJFM NI- Media Co-op result
75 National mediaRayli Fashion PioneerFeminaTrends HealthHarper's Bazaar Marie Claire 117Digital/new media platform co-op
(NI news//NI ambassador news/NI trial)“Party Look” topic driving
Media topic pitchingEditor/KOL trialNI news/NI ambassador news
JFM NI- Media Co-op resultNI with Pat SS’15 trends
118
Generated 137 quality coverage on total 75 media titles with brand NI support, global trends toolkit, celebrity interview & shooting, brand ambassador news etc.FY1415 Quality Coverage Review119Full Pages via special co-opGlobal trends（trends look/backstage）
by Pat McGrath winAmbassador BTS visuals exclusive co-op winWhat’s Working More ambassador/super model related BTS contents/interview exclusive co-opCelebrity beauty look/Kevin tailor-made looks/Eternal MUA feature co-op looks shootingHelp Needed in FutureExclusive interview opportunity with Pat McGrath/Kevin/CelebrityMediaEstimate Media2nd tier magazines2nd tier magazines2nd tier magazinesTop magazine/
2nd tier magazinesTop magazine/
2nd tier magazines120½ - 1P via exclusive/inspirational seedingEvent news What’s WorkingMediaHelp Needed in FutureEstimate MediaExclusive interview opportunity/inspiration Q&A or tips focusing on Asian women from Pat McGrath/KevinExclusive co-op driven by Pat’s extra sketch/trend Q&ANI TrialTop magazine/
2nd tier magazines 2nd tier magazinesTop magazine/
2nd tier magazinesTop magazine/
2nd tier magazines121>1/6P editor choices /Highlighted product coverage with clear brand logoGlobal credentials driven by Pat McGrathWhat’s WorkingHelp Needed in FutureCreative product visuals NI with premium package always workMediaEstimate MediaTop magazine/
2nd tier magazines Top magazine/
2nd tier magazinesTop magazine/
2nd tier magazines122Editor choices with the topic inspired by theme or idea driven by brandSeasonal looks by Pat/Kevin What’s WorkingHelp Needed in FuturePKV/BKV/product story for HERO SKUs to inspire media NI with superiority in new technologyMediaEstimate MediaTop magazine/
2nd tier magazines Top magazine/
2nd tier magazinesTop magazine/
2nd tier magazines123Coverage on Culture & Fashion Column Global credentials driven by Pat McGrathWhat’s WorkingHelp Needed in FutureCelebrity’s BTS Brand history stories related to culture & fashionMediaEstimate MediaTop magazine/
2nd tier magazinesTop magazine/
2nd tier magazinesTop magazine/
2nd tier magazines124Coverage of global assets and brand heritageGlobal credentials driven by Pat McGrathWhat’s WorkingHelp Needed in FutureHigh res. brand historical picturesExclusive co-op driven by Pat’s trend Q&A/celebrity’s Q&ABrand story and historyMediaEstimate MediaTop magazine/
2nd tier magazines Top magazine/
2nd tier magazinesTop magazine/
2nd tier magazinesTop magazine/
2nd tier magazines125Tier 1 Media Awards1st tier Media Awards – Global titlesChina Top Influential Media Awards2nd tier Media Awards – Local print titles3rd tier Media Awards – Digital media titlesChina Top Influential Media AwardsBeauty awards winning criteria summary:
1st tier media awards
Brand blockbuster/NI launched within one year
Certain advertisement support
Global synchronous NI launching ( only ELLE & MC request )
2nd & 3rd tier media awards
Brand blockbuster and hero CI
Heavy advertisement investmentFY1415 Retainer Awards
8 beauty awards on print mediaFY1415 Retainer Awards
8 beauty awards on print mediaFY1415 Retainer Awards
5 beauty awards on online mediaFY1415 Retainer Awards SummaryFY1415 Co-op Media Review - OverallWhat’s WorkingLeveraged brand assets to drive quality exposure on national media
NI always win on retainer
Various and diverse campaign contributed more and high quality exposure
Prompt desk-briefing with different format for NI inspired media to increase NI exposure
Diverse news angles based on holiday/hot topic to maximize E-retainer
Fully leveraged JBP media special cooperation
In-depth co-op with media by celebrity shooting and interview, Eternal MUA feature shooting
Satisfying 2nd tier media needs(Celebrity’s QA, Pat’s sketch, Kevin’s QA etc.) to gain more exposure
134Help Needed in the FutureAll shades of NI visuals to pitch media topics
Maximize Kevin’s engagement in campaign with creating trends and sketch for NI to create buzz among media
Sufficient leading time for fashion week with at lease two months to generate to holistic media cooperation
New/inspirational assets (formula, product story, cross-over design) for HERO SKUs to inspire media
135Help Needed in the FutureNew/inspirational assets (formula, product story, cross-over design) for HERO SKUs to inspire media
136FY1516: Retainer Co-op PlanGlamour Transformation
Makeup of Makeup Artist 137FY1516 Retainer KPI:Overall NO.1 of editorial SOV in digital and print media
100% exposure of NI on 52 media titles* with key message 100% delivered
NO.1 editorial SOV on top10 print and online media titles
High quality exposure with increase to 15% of total coverage
Awards with YA1.2 increase
138*:Need confirmation, please refer to slide 141&142 for media list
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy139
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy140
FY1516 Retainer Co-op Media List- 27 Print Media
141Marked in Green: Top 10 print media titles
FY1516 Retainer Co-op Media List- 20 Digital Media142Marked in Green: Top 10 online media titlesFY1516 Print Media Co-op StrategyAD investment on different print media to win more benefited coverage
Investment (MUA/products/budget) for special column shooting (celebrity/anniversary/seasonal trend/etc.)
More new form AD co-op on media topic column to convey message better
Special column shooting co-opNew form AD co-op on media topic column 143Interview/inspiration Q&A seeding /pitching of Asia Creative Director Kevin/Celebrity/Eternal MUAMonthly Press release seeding
(NI news/brand news/hot topics)
Feature column special co-op
(NI trial/celebrity, Kevin, Eternal MUA
participated column)
Initiative & in-depth special co-op
with digital mediaNI pre-seeding for editor trial/KOL articlesFY1516 Digital Media Co-op Strategy
What’s more:
1) Communication with JBP media for to get more benefited coverage
2) Desk-briefing for digital media contributing a lot to NI exposure144
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy145FY1516 New Media Co-op StrategyCo-op with the identified new media titles* by NI seeding, Ni trial, media topic pitching, feature co-op etc.
Proposed media list: Vogue Mini, Harper’s BAZAAR, Self 5:25, PClady magazine, Harper’s BAZAAR Beauty WeChat
* Identified new media: related to traditional top media, numbers of followers, high quality coverage146Vogue Mini
New app with high reputation and attention
Ranked No.1 in Apple APP Store in Fashion & Style Category
Available on iPhone & iPad
Connected with Vogue
Daily update
A more on-trend, funny way to engage more young people
High quality guaranteed by the involvement of core Vogue editor crew with high reputation
Co-op by Topic pitching, NI seeding, Kevin’s feature Co-op，
MUA’s interviewVogueIntroduction147Harper’s BAZAAR 450,000 downloads each issue
Ranked No.1 in Apple APP Store in Women’s Interest Category
Connected with Harper’s BAZAAR
Available on iPhone & iPad
Monthly Update
A extension of the popular magazine in a 360-degree way（Video, BTS, etc.）
Focused on products with tips, beauty shooting, and sales
Co-op by Topic pitching, NI seeding, Kevin’s feature Co-op，
MUA’s interview
Harper’s BAZAARIntroduction148PClady Magazine350,000 downloads & 250,000 active users each month
Ranked No.2 in Apple APP Store in Women’s Interest Category
Connected with Pclady.com.cn
Available on iPhone & iPad
Weekly Update
A holistically interactive way by videos, music, games, wide angle pics
Highly products recommendation linked to shopping website
Co-op by Topic pitching, NI seeding, Kevin’s feature Co-opPCladyIntroduction149Self 5:25400,000 downloads,5000 active users per day
Ranked No.3 in Apple APP Store in Women’s Interest Category
Connected with Self
Available on iPhone & iPad
Daily update
Create a SELF moment by updating at 5:25pm
High quality articles about fashion looks and impressive reviews on celebrity’s makeup
Co-op by Topic pitching, NI seeding, Kevin’s feature Co-opSELFIntroduction150Harper’s BAZAAR Beauty WeChat Account100,000 followers ,avg. pageview: 10,000
Connected with Harper’s BAZAAR
Available on iPhone & iPad
Daily update
Top beauty account in WeChat
High popularity with echoing to holiday/hot topics
Co-op by Topic pitching, NI seeding, Kevin’s feature Co-opHarper’s BAZAARIntroduction151
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy152FY1516 TOP KOL Co-opCo-op with KOL by tier(1st tier –MUA KOL ,2nd tier-Beauty KOL) for different co-op purpose
NI seeding or desk-briefing for NI to gain exposure on Weibo, WeChat with certain investment/cost
Engaged KOLs in campaign for maximize the exposure to strengthen brand image
Special co-op with KOLs based on holiday/hot topics to create buzz among E-retainer with certain investment/cost
153FY1516 1st Tier KOL Co-op –Proposed top MUA KOL list154FY1516 2nd Tier KOL Co-op - Proposed top Beauty KOL list155
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy156157Tier 2 print media & online media Q&A interview about tips sharing More MUA Weibo & WeChat content coop for NI and campaign exposure by routine product seeding and briefingIn-store consumer offline event engagement (eg. consumer makeup class)FY1516 New Brand MUA Team Co-op Strategy
Tier 2 print media shooting co-op by making up for celebrity and creating seasonal looksBackstage support for media event All the co-op need certain investment/cost
depending on case and MUA158FY1516 New Brand MUA Team Co-op-Proposed MUA List
MUA IntroductionZhang Ying Si( Sina Weibo with 3W+ followers) Signing stylist of Tony Studio DMD photography stylist director of Tony Studio
Member of Kevin’s MUA team Awards: Silver medal winner of 2010 CCTV “Fashion District” Top3 of 2011 Dragon TV“Beautiful School” Cooperated celebrity:
Chun Xiao, Kan Qingzi, Li Guangjie etc.
Cooperated media: Elle, Cosmo, Marie Clair ,GQ, Cosmo Bride etc.
Cooperated film/TV show:
Film: Style designer of “Moon for Two People” and “Lonely Baby” TV show: Styling for HNTV “Youth Confessions”, QQ.com “Beauty Season” and 2014 HNTV“Super Boy” advertising videoWorks: 159FY1516 New Brand MUA Team Co-op-Proposed MUA List
MUA IntroductionZhang Yi ( Sina Weibo with 14W+ followers) Celebrity stylist Good at creative styling and making up
Member of Perry’s MUA team- Pi Mei Icon Cooperated celebrity:
Luo Qi, Huang Qishan etc.
Cooperated media: Harper's Bazaar, Cosmo, Cosmo Bride etc.
Cooperated TV show:
Guest of Pretty Woman
Brand Co-op:
Attendance in brand event: Clinique, Sephora etc.
Partnership of in-store event: Olay, AUPRES etc.
Co-op Shooting：Make Up Forever
Works: 160FY1516 New Brand MUA Team Co-op-Proposed MUA List
MUA IntroductionYu Doudou ( Sina Weibo with 6W+ followers)
Celebrity stylist
Called ”Girlfriend Stylist”
Good at Japanese and Korean Style
Member of Perry’s MUA team- Pi Mei Icon
Awards: “Best Design Award” of 2014 China and South Korea Fashion Contest
Cooperated celebrity:
Wu Mochou, Hong Chen, Yi Yi etc.
Cooperated media:
Rayli Her Style, Cosmo etc.
Cooperated online beauty show: Magic Class on Sohu.com
Brand Co-op :
Attendance in brand event: Tom Ford, Clinique etc.
Product trial content：MAC, Glo-Ray, Armani
Works：161FY1516 New Brand MUA Team Co-op-Proposed MUA List
MUA IntroductionWang Xiang Celebrity stylist Good at Styling, Making up, Hair styling
Backstage Work: Styling of 2010-2014 Bei Jing International Fashion Week
Styling of Guo Pei’s ”1002 Nights” show Cooperated celebrity：
Yu Kewei, Zhang Xinyi, Chen Ming etc.
Partnership with EE Media for celebrity styling
Cooperated media：Elle, Harper's Bazaar etc.
Cooperated TV show：Guest of Pretty Woman
Brand Co-op :
Making up for NI launch event: Rebecca, Olay
Works：162FY1516 New Brand MUA Team Co-op-Proposed MUA List
MUA IntroductionXu Haiyun Signing stylist of Tony Studio Founder of D&K Makeup School
Guest lecturer of Beijing University of Chemical Technology, Beijing Sport University
and Central Academy of Fine Art
Awards:
Silver medal winner of 2009 China International Fashion Week National Makeup Contest
2009-2014 “Best Stylist” of Tony Studio Cooperated celebrity/model：
Celebrity: Zhang Ziyi, Li Xiaolu, Song Jia etc. Model: Liu Wen, Mo Wandan etc.
Cooperated media：Elle, Vogue, Harper‘s Bazaar, Cosmo, Self etc.
Cooperated film/TV show：
Film: Style designer of “The Promise” TV shows: Guest of Life Magicians of Enlight Media
Co-op Brand: MAC, Red Earth, AUPRESWorks：
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy163Retainer Co-op Plan
JAS, 2015164*blue words are toolkit from global 165NI release/sample seeding
Media Topic Pitching with inspirational assets of NI & HERO CI
2015 Autumn/Winter Trend toolkit seeding with NIs
Kevin’s inspiration Q&A/seasonal tailor-made look pitching
Other Media Co-op166Retainer Co-op Plan
OND, JFM, AMJ, 2015167168*blue words are toolkit from global Tier 2 Media Co-op PlanMediaMedia shooting& interview pitchingNI seeding & pitching for editor trial/product performance test2015 Autumn/Winter Trend toolkit communication & seeding“Summer Kiss” topic driving and pitching
NI seeding and topic pitching169Tier 1 Media Co-op Plan2015 Autumn/Winter trend toolkit communication & seeding
Trend column shooting co-opCore Co-op MediaBeauty Award nominationDigital/New media platform co-op
(product seeding in early Oct. )
AD/ADV Investment
Content Co-opTopic driving and pitching
NI seeding and topic pitching170New media platform materials seeding
(Kevin’s quotes for New year/X’mas look)Kevin’s interview/tailor-made look/shooting pitching Tier 2 Media Co-op PlanTopic driving and pitching
NI seeding and topic pitchingMediaNI seeding & pitching for editor trial/product performance testGlobal Ambassador Pat interview
Pat’s credentials exclusive co-op171NI release/sample seeding
Media Topic Pitching with inspirational assets of NI & HERO CI
2015 Autumn/Winter Trend toolkit seeding with NIs
Kevin’s inspiration Q&A/seasonal tailor-made look pitchingOther Media Co-op172
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy173Product：
Factsheet、Press Release、Products QA、PR Toolkit、TPS、PKV、BKV、Pack shot, product story, design, formula
FY1516 Global Toolkit LeverageMedia topic pitching for NI/NI news174*Gray words are material we need help in the future FY1516 Global Toolkit LeverageFashion Week：
ICR, Trends lookFashion Week：
Backstage, Face chart, Pat’s QA Media topic pitching(Trend)Feature co-op(Fashion Week, Trend, Ambassador) 175*Gray words are material we need help in the future Celebrity：
Seasonal Looks, BTS, Press ReleaseFY1516 Global Toolkit LeverageMedia topic pitching/NI news/Brand newsCelebrity：
QA, Story with BrandMedia topic pitching(product recommended
by celebrity)/Feature co-op (celebrity interview)176*Gray words are material we need help in the future FY1516 Global Toolkit LeverageWhat’s Working：(All that we can get from Global)
Product：Factsheet, Press Release, Products QA, PR Toolkit, TPS, PKV, BKV, Pack shot
Fashion Week：ICR, Trends look, Backstage, Face chart
Celebrity：Seasonal Looks, BTS, Press Release
Help Needed in the future：
Product：More info of product story, design, formula
Fashion Week：Pat’s QA
Celebrity：QA, Story with Brand
177
Optimize the key print and online media list for accurate, effective, initiative and in-depth co-op
Extend media pool with adding some new media titles from TOP media to holistically convey brand message
Further communication with identified TOP KOLs as brand co-op partner to delivery brand info
Leverage more MUA resource to strengthen the “Makeup of Makeup Artist” brand image
By-tier media co-op strategy and by-phase communication angle to fully leverage diverse media resource
Fully leverage global toolkit to gain more coverage
More investment for media awards to enhance the leading position in beauty industry
FY1516 Retainer Co-op Strategy178FY1516 Media AWARD TARGET :16 Beauty Awards, 1.2 index YA
179COSMO Beauty AwardsFY1516 Media Awards PlanPcLady.com
Annual Beauty AwardsRayli.com.cn
Beauty AwardsYOKA.com Beauty AwardsHow to win:
Diverse brand cooperation with media titles
Brand blockbuster of the year
Certain advertisement investmentSELF ibeauty Beauty Awards How to win:
Diverse brand cooperation with media titles
Brand blockbuster of the year
Global synchronous NI launchingMust Have Awards Better Have AwardsELLE Beauty Star
Asia AwardsCity Beauty Best AwardsMarie Claire Beauty TOP100 Beauty AwardsMina Beauty Awards180Rayli Beauty AwardsBy properties award planFY1516 Products Recommendation for Awards* 1st tier media awards please refer to slide 126By properties award planFY1516 Products Recommendation for Awards* 2nd & 3rd tier media awards please refer to slide 127 &128183Maximization Plan of FY1516 Media Awards
ADV(online and print media)
to amplify the credential of awardAward sticker on product for online and in-store salesIn-store award related deco (banner, board,
magazine etc. ) for product display to promote salesAnnouncement on brand Weibo/WeChat FY1415 Campaign Review184Glamour UP 4 seasonal campaign to create buzz on NI including JAS “Glamour UP” Shila PR event, OND “Glamour FUN” Color Run campaign, JFM “One more step, Extreme Glamour” WeChat makeup class launch event and AMJ “Glamour Me” makeup contest to enhance brand equity “Max Factor, the Make-up of make-up artists”
Maximize the media impression and exposure of seasonal NI – Excess Mascara, Giant Pen, Mini Nail, CC Cream, 3 in 1 Foundation on P&G signature event – China Beauty Vision House and Fashion week coop in Paris Glamour Fun One more step,
Extreme Glamour Glamour MeMake Glamour Happen185JAS Insight & Idea
is the most powerful singing reality show - the program invited seven famous singer to race
Shila became well-known star overnight through attending the program of I Am Singer to grab public eyes
She comes from Malaysia, the unique exotic wardrobe make Chinese consumer have deep impression on her eyes makeup
-- Fully leverage Shila’s influential power and eye-catching look especially the eyes makeup to demonstrate the product superiority186JAS MF “Glamour UP” Shila PR eventLeverage global resource and Asian top MUA demonstration to delivery brand equity & product features and build stronger awareness
Maximize the influential power of Shila on multi-platforms to convey the “GLAMOUR UP” idea to consumers
Fully leverage media co-op and Shila endorsement to demonstrate the product superiority 187Results:
BJ “Glamour UP” Shila PR event gained 65 media clippings, total AD Value 762MM188What’s working
Correct time to leverage Shila’s influence after she became famous overnight through I Am Singer Program to grab public eyes
Focused on Shila’s beautiful eyes make-up and brought up the linkage with our mascara product
Concert event format helped brand enhance the prestige image
Maximized Kevin’s endorsement to brand NI and deepen the NI information to top mediaNeed to improve
Celebrity role definition, how to maximize the influence of celebrity and maintain a long term relationship with them 189OND Insight & IdeaMore and more 90s become brand target audience and purchase power in China who love various and stunning colors
Color personality test is very popular in China and young people are obsessed with it
-- Leverage popular illustrator to design different type of MF Miss Girl image with different colors who have distinct personality and Kevin tailor-make unique makeup tips for these 4 kinds of girls using NI
-- Cooperate with hot event – Color Run to echo campaign idea and engage more consumers to Glamour FUN190Red——Happy Driven → "Queen of Positive Energy.”
Blue——The best performer → “Aristocracy Style”
Yellow——Strong commander → “Funny Genius”
Green——Facilitator of Peace → “Creative Mori Girl"90s purchase power Color personality study is very popular amongst them Cater to their psychology and colorful NI MF 4 Miss Girl & Color Run coop are coming OND “Glamour FUN” Color Run campaignBuild the linkage between various colors and girl’s personality to create different make-up look using MF NI
Cooperate with hot event to echo brand’s spirit - Glamour FUN and provide a great opportunity to interact with consumers
Leverage top beauty, lifestyle, fashion media and KOL to enhance consumers’ brand preference to Max Factor 191Results:
Generated in total 15 social exposure + 41 clippings with 785M USD AD Value on TV, print media and online ( with 30 media attendance and 15 KOL)192What’s working
The 1st outdoor brand event to attract and engage more consumers not just media and KOLs to join to have the chance to personally trial the NI
In-depth cooperation with HOTTEST social event among young consumers to drive more attention and create buzz Need to improve
Fully leverage brand resource – Kevin, MUA team & PR expertise to maximize the event exposure and impact193Brand Gallery P&G China Beauty Vision HouseBrand gallery - display and experience our NIs - Excess Mascara, CC Cream and Giant Pen
Create VH backstage b-roll video for future communication
Maintain and strengthen the relationship with top media194Results:
Generated in total 4 editorial clippings
Many media and KOLs take the photo with Brand booth and post Weibo 195What’s working
Media event always drove more attention and contributed more coverage
Sufficient NI sample support for media trial contributed more coverage
New/premium package always impressed mediaWhat’s NOT working
Insufficient deeper communication with top media via workshop or Kevin’s demonstration and endorsement to drive more high quality coverage196197JFM Insight & IdeaWeChat introduction from DISCOVERY channelWeChat platform has 468 million monthly active users globally, 2/3 of Chinese people have WeChat which support to send voice message, video, pictures and test, also support multi group chat and LBS function
“ the Moment” and “shake shake” become unique function of WeChat to communicate with friends
More and more interactive and innovative functions are available on WeChat such as pay to the taxi or bank transfer
By now, this network includes over 5.8 million accounts from diverse range of industries and literarily 1/5 of all Chinese companies have their own WeChat account
-- Different from previous traditional PR event, JFM campaign fully leverage WeChat - the trendy and hottest social media platform to attract more attention and engage not only media but also consumers promptly into the event to approach more consumers and create the buzz in beauty industry with limited budget support 198JFM Insight & Idea199JFM “One more step, Extreme Glamour” WeChat makeup class launch event WeChat makeup class launch event flow
WeChat makeup class launch event
200Who transformed Marilyn Monroe He is Max Factor, also created famous Cleopatra JFM “One more step, Extreme Glamour” WeChat makeup class launch event WeChat makeup class launch event
Max Factor discovered unique glamour of Jacqueline KennedyMax Factor Makeup Class was opening, Marilyn Monroe and Mr. Shu uemura were thereTVC – Candice‘s demonstration, Kevin joins hands with MF to bring Makeup Class to China right nowConversation between Max Factor and Kevin: every women is unique, we are glad to help them find their own glamour
201JFM “One more step, Extreme Glamour” WeChat makeup class launch event WeChat makeup class launch event
Interactive Q&AFirst episode of Makeup ClassEncourage consumer and media share to their Moment to win special gifts202JFM “One more step, Extreme Glamour” WeChat makeup class launch event Results:
Max Factor as the first makeup brand launched a Press Conference on WeChat platform to fully leverage and maximize the new social media channel to approach more consumers and create buzz
Within one week, the total PV of WeChat launch event reached 33,257
As of 6pm July 7, total 73 clippings (55 print/18 online) with 260M USD AD Value were generated on overall national media, ROI > 16
Impressive campaign idea and concept succeed to win back No.1 editorial SOV again from January to March
203Results:
Within one week, the total PV of WeChat launch event reached 33,257
What does the number 33,257 mean on WeChat?
WeChat platform requires more timeliness
Content spread via WeChat platform is relatively private vs Weibo or other online media, only followers of official/public account can receive and read the content, otherwise through their own WeChat friend sharing
The followers’ number and PV number of brand official Wechat account is much lower than those of Weibo or other public online platformWeChat VS. Weibo 204Results:
What does the number 33,257 mean on WeChat?Famous beauty/ fashion KOLs in China such as 吴淼, average PV of one article on public account can reach 3,000-4,000;
Gogoboi’s article which coop with makeup brand can get 20,000+Official WeChat account of makeup brand such as L'OREAL PARIS, hottest article within 7 days which can obtain 5,600+ PV onlyWu Miao
Top MUA, famous blogger
Weibo follower: 361,071gogoboi
No.1 fashion blogger in China
Weibo follower: 4,373,968China top beauty/ fashion KOLs’ public WeChat accountMakeup brand official WeChat account L'OREAL PARIS
Renowned beauty and makeup brand
Weibo follower: 1,608,681205Results:
As of 6pm July 7, total 73 clippings (55 print/18 online) with 260M USD AD Value were generated on overall national media, ROI > 16206207Results:
As of July 7, 55 print coverage about Max Factor Makeup Class WeChat launch event were monitored with 240M AD value.Results:
As of July 7, 18 online coverage about Max Factor Makeup Class WeChat launch event were monitored with 20M AD value.208Results:
Impressive campaign idea and concept succeed to win back No.1 editorial SOV again from January to March209What’s working
The 1st new media brand event created the buzz among media, KOL and consumers
Crossover coop with hot movie and famous flower brand - The Beast to attract more consumers to attend WeChat launch event and share their moment voluntarily
Strengthened the relationship between Kevin and brand, endorsed and promoted Max Factor Makeup Class video successfully What’s NOT working
Insufficient time to ensure more timely print coverage come out in this quarter210Help Needed in the future: Media need more inspired news/toolkit to excite them such as Kevin’s exposure as a backstage Make-up Artist, Pat and Kevin’s collaborated face chart for China Women, Step-by-Step tips about how trend looks to demonstrate on Asia Women, Pat and Kevin applying a look on celebrity at the backstage5 video materials shooting for brand
1 co-op with JBP media -Rayli Fashion and Beauty
4 quality coverage by paid co-op with Sohu.com
Generated 14 earned coverage on total 75 media titles with 2,502,520 impression and 51,985 USD AD Value
Kevin’s 3 Weibo with impression 146MM and 3 WeChat with 12,186 clicks
2112015 Paris Fashion Week Co-op Result2015 Paris Fashion Week Co-op ResultVideo material 212JBP media exposure213JBP media coop: 2P Rayli advertorial (Issue May)2015 Paris Fashion Week Co-op ResultHigh quality coverage from Sohu.com214Kevin’s Weibo and WeChat2015 Paris Fashion Week Co-op Result215216AMJ Insight & Idea90s girls have courage to show themselves on a broader stage today, they desire to have the opportunity to become new China idol and display their beauty and transformation to the public
More and more reality show or contest TV program catch young consumer's attention and increase brand awareness effectively
-- Hold online and offline makeup contest to encourage consumer to post or display their makeup transformation and the final winner will become the heroine of Kevin’s new makeup book and complete the feature story shooting with Bazzar
-- Cooperate with hot beauty TV program – Queen on Hunan Satellite to hold nationwide final contest to fully leverage the influence the Hunan Satellite and HejiongOnlineOfflineResults:
2 online media interview with Kevin released before the campaign for warming up and catch the public attention
After the Press Release of makeup contest launch, 2 print and more than 12 online media posted the event news and call for action to join the activity
4P ADV investment on coop media – Rayli which published on May for recruitment of campaign and endorsement for NI
It is the first time that the brand coop with top beauty TV program to increase brand awareness and promote NI. On the June 29th, coop TV program with Pretty Women has broadcasted on Chongqing Satellite to amplify Max Factor makeup contest and also leverage Kevin’s credentialing to display and endorse NI
On July 7th, Queen – Max Factor makeup contest finale has broadcasted on Hunan Satellite, the final winner came out and Hejiong, Kevin promoted NI and convey the brand equity on TV platform
Miss Girl completed her glamour transformation on Bazaar Aug issue with Kevin’s makeup look creation – 2p ADV 217Fashion.sohu.comYoka.com218Results:
Online media interview with Kevin
219Results:
Coop media: advertorial recruitment – Rayli (Issue May)
Southern Metropolis DailySina163.comHaibaoKimiss220Results:
More media topic pitch: PR News Release for campaignW WeeklyOnlyladyNewsMSNSina221TV coop with《美丽俏佳人》(Pretty Women)Key message:
Share more brand story with Hollywood celebrities and Max Factor
Invite one Miss girl from city makeup contest to amplify the campaign for brand and convey the brand equity
Focus on 3 in 1 FND and display the superior image of NI
Strengthen the linkage between Kevin and brand
Through transformation process to share more make up tips with NI by Kevin
Results:
35mins TV program coop exposure with (The first and No.1 fashion beauty makeup program in China over 10 years with 2600 colorful episodes, 65000 minutes beauty guidance)
Broadcast time: 29th June
Broadcast channel: Chongqing TV, 143 TV channels + all network channels + outdoor media (airlines, bus, subway, building, shopping mall, bank)
Audience rating: F25-54, Chongqing: 0.196; F18-35, Chongqing: 0.067
Videosite video view number : iQIYI 15,000, Sohu 300,000 (average number per episode)
2 Weibo & 2 WeChat content on official platform to interact with Max Factor and endorse NI222223224)TV coop with
《我是大美人》(Queen)Key message:
Demonstrate the finale event on TV program
6 girls will enter the final round to become MF girl
Kevin and other famous KOLs will be the judges of the event and endorse for our NI
Display the feather story shooting with fashion magazine, MF girl and Kevin in the end program Results:
Finale event - 40mins TV program coop with (The first fashion, beauty-care and lifestyle TV program airs weekly on Hunan Satellite TV since January 2010. Hunan Satellite TV is the 2nd largest TV station in China right after CCTV 1, audience amount is over 12 million)
Broadcast time: 7th July
Broadcast channel: Hunan TV
Audience rating: 0.15
Videosite video view number : iQIYI 80,000, Sohu 100,000 (average number per episode)
8 Weibo & 2 WeChat content on official platform to interact with Max Factor and endorse NI
225226227Results:
Cooperate with Bazza to create one feature story to:
Focus on glamour transformation and stunning makeup look
Kevin will create the look and endorse for NI as well
Issue Time: Aug issue, 2015 (publish in July 27th) 228Results:
Become the heroine of Kevin’s new book
Demonstrate the transformation process through before/after pictures and display the functional benefit of NIWhat’s working
The 1st top beauty TV program coop to increase brand’s awareness among consumers
Strengthened the relationship between Kevin and brand, endorsed and promoted Max Factor equity on TV platform successfully
Fully leverage the Hunan Satellite and Hejiong’s influential power to convey contest’s message, brand’s heritage and functional benefits of NI
In-depth coop with fashion magazine to provide exposure opportunity for young girls is very attractive among consumers 229FY1516 Seasonal Campaign Plan230231盛夏靓唇，只等kiss蜜Summer Kiss
JAS Campaign-
Colour Elixir Gloss & Elixir 2 in 1
232Strengthen the brand equity as “Makeup of Makeup Artist” and enhance the leading role in beauty industry
Create the talk of the town on the topic of “Summer Kiss”, drive China media, KOLs and consumers to pay attention to summer lips makeup
Showcase the superiority of coming blockbuster – Elixir GlossLeverage global resource and Asian top MUA demonstration to delivery brand equity & product features and build stronger awareness
Fully leverage the “Chinese valentine's day” to link with product’s benefits and convey the “Summer Kiss” concept
Cooperate with influential top media hot and male celerity to drive more attention and call for consumers’ action Communication Objective Communication Strategy233234235 TimelineCosmo magazine to announce Kiss 男神, and share shine & smooth criteriaTV media coop with New season makeup class video with Kevin release online interaction campaign – find 蜜唇女孩Coop with Cosmo to initiate an online survey who you want to be kissed with?全城热吻，makeup class with celebrityNI media topic pitch, press release of makeup class with celebrityPhase I – In depth coop with CosmoAdvertorial – kickoff online survey:
Cosmo, 6.20
2P advertorial in issue July (go on the market around 6.20 ) to kickoff the online survey which is around the topic of “Kiss” to drive consumers to scan the QR code, enter into the H5 interaction page to participate the campaign – vote the male celebrity they want to be kissed by him
Max Factor official new media platform promote236Phase I – In depth coop with CosmoCosmo Weibo & WeChat– release online survey
Cosmo, 6.20
Official Cosmo Weibo (fans: 1, 930, 192) & WeChat account to create the topic of kiss for online survey and drive consumer to H5 page
Max Factor official new media platform promote
237Phase I – In depth coop with CosmoCosmo x Max Factor online survey
Cosmo, 6.20 – 6.26 (PV: 4, 644; UV: 3,850; Impression: 20,105; Sharing no.: 1,077; Participants: 3,468 )
H5 interaction flow
238239Phase I – In depth coop with CosmoCosmo x Max Factor online survey
Cosmo, 6.20 – 6.26 (PV: 4, 644; UV: 3,850; Impression: 20,105; Sharing no.: 1,077; Participants: 3,468 )
H5 interaction flow
240Phase I – In depth coop with CosmoCosmo x Max Factor online survey
Cosmo, 6.20 – 6.26 (PV: 4, 644; UV: 3,850; Impression: 20,105; Sharing no.: 1,077; Participants: 3,468 )
H5 interaction flow
Phase I – In depth coop with CosmoCosmo Weibo&WeChat – announce the result of survey
Cosmo, 6.29
Cosmo unveiled the result of survey – Ma Tianyu is the most popular male celebrity that women wanna to be kissed by him
Max Factor official new media platform promote
2414P advertorial – announce celebrity’s perfect lips criteria:
Cosmo, on issue August {go on the market around July 20)
4P advertorial feature article shooing with Ma Tianyu, which echo the result of online survey
Celebrity announces new definition about perfect lips that he want to kiss – “大小S standard” : Shine & Smooth that echo the functional benefits of our NI to encourage consumers transformation and say love bravely
Kevin shares tips how to create the “大小S” lips with NI – Elixir Gloss
Max Factor official new media platform promote242Phase I – In depth coop with CosmoWhat: 全城热吻，寻找蜜唇女孩
Max Factor WeChat release Ma Taiyu’s love letter to call for consumers help him to find her 蜜唇女孩 (Miss Shine & Smooth, who he missed in airport)
How:
Enter into H5 page, celebrity call for consumers‘ action to participant online test to identify your “Shine&Smooth” score
The city will accumulate scores according to the participants
After the online test, Ma tianyu will go to the city which got most “Shine&Smooth” scores and find蜜唇女孩243Incentive:
All participants can obtain brand coupon
Celebrity will go the city which have most people to participate the campaign to find 蜜唇女孩Phase II – 全城热吻，寻找蜜唇女孩244Phase II – 全城热吻，寻找蜜唇女孩Fully leverage the resource of Cosmo new media to drive consumers’ attention and join H5 interaction
Results: 2 WeChat article to call for consumers’ action to join the activity 245Phase II – 全城热吻，寻找蜜唇女孩Fully leverage the resource of Cosmo new media to drive consumers’ attention and join H5 interaction
Results: 2 original Weibo, 3 repost Weibo content were generated for H5 interaction promotion, the discussion of hashtag #哪款壁咚 你最想要# was over 1.2 million on Weibo 246Phase II – 全城热吻，寻找蜜唇女孩Fully leverage celebrity’s influential power on social platform to drive consumers’ attention and join H5 interaction
Results: Ma tianyu repost Cosmo’s Weibo to drive his fans’ attention and let them participant to the H5 test
Impression: 13, 378, 214
Forward: 35, 483
Comments: 25,763
Likes: 127, 573247Brand H5 interaction – 马天宇寻找蜜唇女孩Phase II – 全城热吻，寻找蜜唇女孩248Phase II – 全城热吻，寻找蜜唇女孩 – TV CooperationTV program coop – Pretty women
Program: The first and No.1 fashion beauty makeup program in China over 10 years with 2600
