Marc Jacobs Jan to Oct 2014 Performance Review Weibo analysis Weibo competitor analyisis Wechat analysis Digital campaignFans AnalysisFans number:
Fans number increased 51,351 from January to October
New followers increased by 33,301 in March
As we launched a wechat follow campaign about White Valentine‘s Day and celebrity Yang Mi content got a great performance(Nearly 32500 fans growth form content of Yang Mi)33,301EngagementEngagement analysis:
January to April engagement has grown greatly
Avg. engagement is 4,225
Celebrity content which was posted during January to April got more engagementCelebrity related content:
Re-tweet:1,678; Comment: 408; Like:1,153
Hot celebrity @李宇春 wearing Marc Jacobs 2014 that has attracted engagement by her fans
Fans of li yu chun are more active on Weibo, and thus the engagement level of related Weibo articles are better.Top 1 feedsTop 2 feedsHot TV drama related content:
Re-tweet: 788; Comment: 59; Like: 98
Collaboration with KOL @gogoboi which brought valuable engagement
Better engagement when combined with trending topics
Top 3 feedsCelebrity related content:
Hot celebrity @杨幂 wearing MJ collection and mentioned MJ official Weibo account
Original post from @杨幂 which has got 13,389 re-tweets and 46,724 comments
MJ forwarded post has got 295 re-tweets and 149 comments
Articles associated with celebreties and the brand will give better result in engagementTop 4 feedsDesigner related:
Re-tweet: 514; Comment: 59; Like: 76
Re-tweeted by KOL @gogoboi which brought valuable engagement
Interesting topics provides better engagement
Top 5 feedsNew Advertising related:
Re-tweet: 123; Comment: 17; Like: 30
Miley fans group weibo account has forwarded this feed then brought more fans retweets
MJ Weibo CampaignMMJ Wechat account promotion:
Mechanism: follow MMJ official Wechat to win an incentive
Performance: successfully drove over 200 fans onto MMJ Wechat account
MJ Weibo CampaignMJ White Valentine's Day Campaign:
Mechanism: follow MJ official Wechat and forward this feed to your moment could get a Valentine gift
Performance: successfully drove over 900 fans onto MJ official Wechat
Weibo analysis Weibo competitor analyisis Wechat analysis Digital campaignAccording to the review summary, Marc Jacobs Weibo has a sufficient total feeding to target audience with 614 posts over the time span
Marc Jacobs also has the highest active fans rate among competitors, indicating a high quality of followers
Agnes b. has a comparatively higher follower engagement due to frequent interactive campaigns launched on Weibo account
Overall comparison Competitors Weibo analysisMichael KorsOffline Event Invitation Campaign:
Select your favorite #JetSet# destination to win a chance to receive Jet Set invitation
Promoting #JetSet# campaign of 9 May
291 re-tweets and 44 commentsFashion Week Celebrity Campaign :
Collaborated with popular Chinese actress Luodan Wang and got re-tweeted by her
266 re-tweets and 61 comments
Incentive/Product-driven Campaign :
Tag 3 friends to win a chance to receive a hero product
144,369 re-tweets and 20,384 commentsMother’s Day Campaign (Localized Content):
Mechanism: say thank you to mum and repost this feed to win a chance to get a ksny product
637 re-tweets and 590 commentsOffline Event Celebrity Attendance:
Off-line event in Beijing with celebrity guest Shishi Liu
1,022 re-tweets and 689 commentkate spade new yorkFans Acquisition Campaign:
Mechanism: Take a personality test/game on Douban platform to win a chance to get a ksny product in order to drive up fanbase on Douban
48 re-tweets and 56 comments
Weibo Amplification for Wechat Campaign:
To promote the Wechat “Flying Wish With Sky Lantern” campaign and to drive followers onto Wechat platform, ksny Weibo invited fans to participate the game to win a chance to get an incentive
63 re-tweets and 13 comment, 39 Likeskate spade new yorkValentine’s Day Campaign:
Mechanism: Share your love commitment with significant other to win a gift
1,213 re-tweets and 165 commentsChinese New Year Campaign:
Mechanism: Follow brand and share CNY custom tag friend to win a gift
2185 re-tweets and 405 comments
Agnes b.10th Anniversary in China Campaign:
Mechanism: Simply follow Agnes b. on Weibo to win a chance to win a series of gifts as a special token of thank-you from brand for celebrating its 10th year in the Chinese market
1,099 re-tweets and 126 comments
Weibo analysis Weibo competitor analyisis Wechat analysis Digital campaignMarc Jacobs WechatFans analysis- Weibo amplification on MJ Wechat account brought a significant number of followers in March Top 10 feedsIt dog Neville:
2,448 reads on Wechat The promotion of products:
1,714 reads on WechatMarc Jacobs Daisy Dream perfume:
1,684 reads on Wechat MJ Nail Polish:
1,551 reads on WechatCelebrity Gianna Jun related content:
1,474 reads on WechatMarc Jacobs WechatTop 10 feedsTop 1Little Marc Jacobs FW14:
1,167 reads on Wechat. Celebrity Dou Xiao related content:
1,242 reads on Wechat. MJ Wechat launch:
1,313 reads on Wechat. MJ SS15 Fashion show:
1,453 reads on Wechat. Marc Jacobs
1,434 reads on Wechat. Marc Jacobs WechatMarc By Marc Jacobs WechatFans analysis- Memory Matches Game on Wechat brought over 500 new followers during campaign period Product related content:
2,296 reads on Wechat. Top 10 feedsMarc By Marc Jacobs WechatProduct related content:
2,246 reads on Wechat. Product related content:
2,058 reads on Wechat. Celebrity related content:
1,954 reads on Wechat. Celebrity Kiko Mizuhara related content:
1,932 reads on Wechat. Celebrity Qing Shupei & Deng Ziqi related content:
1,932 reads on Wechat. Top 10 feedsProduct related content:
1,830 reads on Wechat. Product related content:
1,851 reads on Wechat. Celebrity Wu Ling related content:
1,752 reads on Wechat. Celebrity Beyonce related content:
1,721 reads on Wechat. Marc By Marc Jacobs WechatIdea RecapMarc By Marc Jacobs Wechat campaignCampaign duration:
29 Aug – 11 Sep, three weeks
Campaign objective:
Enhance MMJ products awareness and recruit more MMJ Wechat fans
Campaign idea:
In order to resonate Wechat game boom recently and highlight handbag products. Thus, we’ve brainstormed to launch an interactive campaign that encourages user to play a memory matches game with simple mechanism and the elements featured MMJ products.
HomepageCreative RecapMarc By Marc Jacobs Wechat campaignFive rounds of memory matchesRulesUser Leads CollectionRankingPerformance ReviewMarc By Marc Jacobs Wechat campaignCampaign performance: 12,034 game visits and 724 users have left their information till 11 Sept (average daily visits: 1,003)
Wechat fans growth number: increased by 375 during campaign period, which increased131% growth rate compare with non-campaign period
Fans growth peak day: We’ve invited Weibo game KOL to post game announcement on 2 Sep
We’ve posted 8 Wechat posts related game, the first post exposure number reached 1,754 which is higher than monthly highest feed of 张雨绮
KOL clippingWinners FeedbackMarc By Marc Jacobs Wechat campaignWeibo analysis Weibo competitor analyisis Wechat analysis Digital campaignCase Sharing - ksnyKate spade launched an interactive Wechat campaign on 18 Apr, highlighted annual theme of travel colorfully that
increased more than 1,928 fans and got around 2,537 times reply during 13 days.Introduce the places kate spade has travelled in this yearAnnounce one winner weeklyReply “travelcolorfully + name” will get
a cruises ticket with replier’s name
Case Sharing - ksnyPress the button of “立即体验” to start game
Take whimsy photo with mobile phone and align eyes area to take 2 shotsSystem automatically converts all shots to a cartoon filter and can be shared on social platforms to get incentive or replay
Fan fill-in name and contact information
kate spade launched an interactive wechat campaign on 21 Jul, highlighted annual theme of travel colorfully that increased 385 followers and got 701 times exposure until the end of Jul
Case Sharing - ksnyStep1: click “start” to start the gameStep 2: select your lantern color
Step 4: flying sky lantern independently or by inviting your friend to scan the QR codeStep 6: input personal information could have chance to win a giftFlying wish with sky lantern
kate spade new york launched an interactive Wechat campaign on 5 Sept, highlighted KSNY Sept traveling to Shanghai theme, and coincide with the traditional festival on the 8th Sept -- the Mid-autumn Festival.
Performance: there were 5,701 visits and 850 users have left their information till 30 Sept.
Step 3: write your wish on your lantern
Step 5:latern will animate and
explore Shanghai's iconic tourist scenes between two mobile screens of user and friend
Case Sharing – Michael KorsStep1: click “start” to start the gameStep2: input name or upload a photoStep3: preview the filtered effect and the background will be changed to 8 New York views by shaking phonesStep4: save the picture and upload as Wechat portrait, could have chance to win a gift#AllAccessKors#
Performance: 2,691 reads and 26 likes
Insight: Leverage on fans customized Wechat portraits to recruit more participants. Fans could experience MK’s New York spirit through different filters of Upper East Side. Campaign has been launched at fashion show period to attract more attention and social buzzCase Sharing – Shang XiaGame II Tea Party Maze Game I DuetDuet Start PV
4,522Leads
5007.96%Duet Share PV
360Duet Page PV
4,811Mobsite PV
9,78893.99%Maze Start PV
3,994Maze Page PV
4,978Maze Upload PV
500Maze Share PV
2145.11%80.23%16.73%32.04%Data Resource: Google AnalyticsCase Sharing – Shang XiaCase Sharing – Shang XiaconclusionSummary
Fans number increased 51,351 from January to October on MJ Weibo
4,083 increase in followers on MJ Wechat and 3,520 increase in followers on MMJ Wechat
Launched 2 Weibo campaigns to promote Wechat and 1Wechat campaign to enhance MMJ products awareness and recruit more MMJ Wechat fans
Learning
More collaborations with celebrities will help with the increase in exposure and engagement
Campaign with good rhythm helps in protecting the users and improves the impression of the brand. At the same time, it helps in attracting more young users, creating a brand attractive for the young.
Try out different content-rich articles to attract users
