CHINA 2017 Marketing Monthly Report JANCHINA JAN MONTHLY REPORT
KEY LEARNINGWhat’s working
Hot topics : Topic angle of Spring Festival drove conversion and attracted comments effectively .
Image design: We used some further design instead of stock photos. Obviously , that attracted more netizens to read.
Rooster year collection tie in New year topic: Tie in New Year, we increase the number of new products posts, and use the particular print to promote new products, thus trigger users' sustained attention. Celeb /KOL cooperation: Base on data, the posts which mention celebs or cooperate with KOL, attract many fans attention, thus increase the Impressions.
Media Co-op: deep co-op with sina.com for Jiang Shuying’s shooting generated good PR coverage.
KOL Co-op: successful co-op with KOL helped to get high quality exposure on Weibo and WeChat. These posts focused on the style and functionality of Kipling’s bags.
Rooster year PR exposure: use rooster year collection to push for occasion coverage and gain positive PR value.
What’s improvement
Post more mix&match recommendations: Posts can introduce more mix&match options with Kipling’s bags and clothes, together with real shot pictures and videos in the posts that can bring positive CTR.
Image templates: Various image templates should be created to avoid the monotone visual effect.
Images matters: According to the content of the article, find more images aligned with Kipling and keep consistent in terms of the look & feel of the images.
Media loan opportunity: Need to find good opportunity to pitch more media loan
Digital coverage driven: More focus on pitching good digital coverage
DIGITALMonthly YTD performance I Weibo
What Worked?
Hot topics : Topic angle of Spring Festival drove conversion and attracted comments effectively .
Image design: We used some further design instead of stock photos. Obviously , that attracted more netizens to read.
For Improvement:
Post more mix&match recommendations: Posts can introduce more mix&match options with Kipling’s bags and clothes, together with real shot pictures and videos in the posts that can bring positive CTR.
Image templates: Various image templates should be created to avoid the monotone visual effect.Weibo I 1. Top Overall PostMaking the best of Christmas hot topic, encourage fans to express their blessing to their loved ones and send gifts, in order to achieve good engagement rate.# Total Engagement for Weibo = Likes + Reposts + Comments
Engagement Rate = Total Engagement / Impressions
Click Through Rate= # Clicks/Impressions 1- 1.9 UGC (Campaign)Weibo I 2. Top Overall Post# Total Engagement for Weibo = Likes + Reposts + Comments
Engagement Rate = Total Engagement / Impressions
Click Through Rate= # Clicks/ImpressionsUse the classic zipper head gif, and let fans to find differences in it. interesting gif and reward mechanism attract Fans to repo and Like actively. 2- Lifestyle (non-Campaign)Weibo I #3 Top Overall Post #3- UGC(Campaign) Utilize materials provided by AP combined with UGC, and warm up the Slot Game, encourage fans to interact and repo, thus increase the amount of reading and interaction.# Total Engagement for Weibo = Likes + Reposts + Comments
Engagement Rate = Total Engagement / Impressions
Click Through Rate= # Clicks/ImpressionsOfficial WeiboRegular
Date: 1st -31st Jan
Total:48Monthly YTD performance I WeChat
What Worked?
New product release: Tie in New Year, we increase the number of new products posts, and use the particular print to promote new products, thus trigger users' sustained attention.
Celeb /KOL cooperation: Base on data, the posts which mention celebs or cooperate with KOL, attract many fans attention, thus increase the Impressions. For Improvement:
Images matters: According to the content of the article, find more images aligned with Kipling and keep consistent in terms of the look & feel of the images.WeChat I 1. Top Performing Post 1- Product releaseUsers were willing to read the content of Kipling new products. This is observed from the high Impressions. The post with celebrity mentioned in the title , together with obvious 'incentive mechanism' , helping to increase the open rate.
WeChat I 2. Top Performing Post 2- Lifestyle(collaborate with KOL)Campaign garnered massive engagements due to content tie in Spring Festival topic , mainly thanks to KOL’s（闹闹女巫店） involvement in circulation.WeChat I 3. Top Performing Post 3-Luck test(combine with Kipling bags)Using luck test to tie in Kipling new lucky bags that trigger many of followers participation . Especially for increase total engagements a lot.PRPR PerformanceWhat worked?
Media Co-op: deep co-op with sina.com for Jiang Shuying’s shooting generated good PR coverage.
KOL Co-op: successful co-op with KOL helped to get high quality exposure on Weibo and WeChat. These posts focused on the style and functionality of Kipling’s bags.
Rooster year PR exposure: use rooster year collection to push for occasion coverage.
For improvement:
Need to find good opportunity to pitch more media loan
More focus on pitching good digital coverage
Things to consider:
PR Value of weibo & wechat post need reevaluation
Total PR Value: 4,860,467
Total No. of Clipping: 51Happy New YearTotal no. of clipping: 10
No. of clipping： 8(80%)Total PR value: $ 236,593
PR value: $ 112,652(49%)Publication: Shanghai Style
Issue date: January 2017Publication: My baby
Issue date: January 2017Publication: Travel+Leisure
Issue date: January 2017Total no. of EPR clipping: 41
No. of EPR clipping：41(100%)Total EPR value: $ 4,623,874
EPR value: $ 4,623,874(100%)Publication: Blog.163.com
Issue date：17th Jan 2017
Publication: pclady.com.cn
Issue date：19th Jan 2017
Publication: Sohu.com
Issue date：3rd Jan 2017
Happy New YearROOSTER YEAR MEDIA EXPOSURETotal PR value: : $ 7,057,064
Total no. of clipping: 71
Date Period: Dec 2016 – Jan 2017Publication: XinWei
Issue date: December 2016Publication: Mina
Issue date: December 2016Publication: Travel + Leisure
Issue date: January 2017ROOSTER YEAR MEDIA EXPOSUREPublication: Shanghai Style
Issue date: December 2016Publication: Rayli Fashion & Beauty
Issue date: December 2016Publication: Easy
Issue date: December 2016WebsiteRetail MarketingCelebration Campaign
Jan 10 – Feb 13POS Window Overview - SH124windows updated new image in nation wide.Shanghai
Baoshan WandaShanghai
Livingsteel StageShanghai
Joy-CityPOS Window Overview - SHShanghai
Cloud NineShanghai
Grand GatewayShanghai
Wujiaochang WandaPOS Window Overview - BJBeijing CapitalBeijing
Capital XizhimenBeijing APMPOS Window Overview - SZShenzhen
Coastal CityShenzhen
Zijing Shekou Garden City Center POS Window Overview - GZGuangzhou
Grandbuy
Gaode LandmarkGuangzhou Parc CentralIn-store Promotion
with purchase of designated bags, get tote in free. 50 retail POS & 25 wholesale clients launched promotion.
Shanghai
Baoshan WandaShanghai
Livingsteel StageShanghai
Wujiaochang WandaStore key Performance SummaryComp comparison (2017 VS 2016) Overall peel off rate declined compared with last year. But conversion rate is improved. With celebration campaign, peel off rate & conversion rate is higher than last month. Comparison (2017 Jan VS 2016 Dec)
