The Brush Contest
Final Report PHASE I -RecruitPerformance
PV : 38,500
UV： 13,591
Works Upload ：1,612Performance
PV : 4,075,979
UV ：1,061,117
Voter : 379,874
Vote： 750,993Performance
PV : 3,788,123
UV ：719,048
Voter : 15,609
Vote: 35,644Performance(4/13-4/26)
PV : 3,418
UV ：6,146Total Buzz: 169,264Weibo：22Wechat：1Buzz： 8349@巴黎欧莱雅：
发布11条微博巴黎欧莱雅：
发布1条图文消息Weibo：37Wechat：1Buzz：140,213@巴黎欧莱雅：
发布19条微博3.113.113.133.153.153.133.23.33.43.43.53.53.63.63.93.93.103.103.113.113.123.133.153.15@巴黎欧莱雅彩妆大师
发布18条微博巴黎欧莱雅：
发布1条图文消息KOL发布：30
B类达人机构帐号C类达人Weibo：32Wechat：1 Buzz: 20,3223.163.163.173.173.183.183.193.193.203.233.253.243.263.273.273.283.163.163.173.173.183.183.193.193.203.233.253.243.263.273.273.28@巴黎欧莱雅彩妆大师
发布16条微博巴黎欧莱雅：
发布1条图文消息KOL发布：29
A类达人B类达人C类达人机构帐号Weibo：26Wechat：1Buzz: 380@巴黎欧莱雅@巴黎欧莱雅巴黎欧莱雅：
发布1条图文消息For Campaign Site Part:
Overall,The Brush Contest has achieved PV 7,906,750 UV 1,795,402 and aroused 395,483 consumer to vote
Most traffic comes from paid media
To vote and to participate is two key point to keep consumer on siteFor IWOM Part:
Overall,The Brush Contest has created 169,264 buzz (up to end of April)
Both @巴黎欧莱雅& @欧莱雅彩妆设计师 have extremely good engagement rate(engagement rate=repost + review /reading )
Message with “ 十万欧元年薪”&“投票得绿钻”，can lead traffic to campaign site showing that consumer are willing to get the practical incentive
Easy & interesting weibo acitivty is key point to get consumer engage and create buzz
