As of April 2nd ,2015 Prepared by :Madame Tussauds BeijingLu Han Figure Voting Campaign
Social Media Promotion & Release
Report5.45+
Billion
Weibo Impression8,614
Weibo Fans Increase15.52+
Million
Weibo Reading78,000+
Weibo Discussion
Of MTBJ6.007+
Billion
Circulation130
Instant Clippings294,000
AD ValueLU HAN Figure Voting CampaignKey Numbers210,300+
We-Chat
HTML5 Page View Quick RecapPost-90s , the first post-90s celebrity born in mainland. Born in Beijing , one of the most popular youth idol in new era.
The Voice of Dream ,went Korea alone for further studies and find opportunities when 18. Finally realized the dream through unremitting efforts.
Popularity , the most popular star in 2014. More than 298 million views of His personal Baidu Encyclopedia (Chinese Wikipedia) . Total generated more than 22 billion views for his weibo tag.
The Guinness world record holder - “Most Comments Weibo Post ” ,
Over 25.72 million comments of single Weibo.What Should We Know About Lu HanWhy Madame Tussauds Beijing Kicked-off Figure Voting Campaign For Lu Han1. With all the message about Lu Han, the Guinness world record is the most impressive with social and media discussion.
2. The Big Data is more easily to engage attention from media and consumers.
- Thus, Madame Tussauds Beijing coop with Lu Han and kicked-off Figure Voting Campaign to promote and generate buzz.Social Media OverviewFully maximize the influence of Lu Han to kicked-off voting campaign and engage consumers.
With well-planned and communicate, more than 5.45 billion people were reached through the campaign. - Weibo Overview- We-Chat OverviewOfficial Weibo PromotionKick-off Post - Viral Video & Warm Up for VotingMar. 13th , MTBJ Official Weibo post and published the video and announce that we would kick-off Voting campaign at tomorrow. Voting Post - Come and Vote for Lu Han’s FigureReading Numbers : 1,809,000
Retweet: 12,036Fans Engagement Post - Lu Han ComicMTBJ Official Weibo kicked-off voting campaign start from Mar. 14th (White Valentine’s Day) . For further promote the posts and make it more fun, we cooped with artist and tailor made comic for the vote.Reading Numbers : 1,809,000
Retweet: 12,036Reading Numbers : 1,746,000
Retweet: 5,878Big Account PromotionVoting PageWithin 3 days, total 101,428 people were engaged and voted for Lu Han’s figure.
The Vote also became Hot Vote of Sina Weibo.Official We-Chat PromotionVoting Engagement - Count DownCount down for Lu Han figure voting campaign. Engage more consumers voting for Lu Han figure. Tailor-made IPhone Paper wall Fully maximize the Lu Han Comic and tailor-made Paper-wall and increase the voting awareness. Result AnnouncementUse HTML5 page and coop with Lu Han Official to announce the final result.More than 210,300+ We-Chat HTML5 Page View
180,017 Retweet and 438,900,000 Reading on the Announcement.The topic #鹿晗蜡像征选# became hot topic and only after #奔跑吧兄弟#.Result Highlight - Hot Topic - UGC CreationTones of UGC been successfully engaged through the campaign.Overall media sentiment is very positive, as reflected from the 130 instant clippings as of April 1th 2015with total AD Value of 294,000 (USD) approximately equal to 1,821,300 (RMB).
Media OverviewFront Page Recommendation7 1st tier online media published our news not only on one page, but also on its front page recommendation, including entertainment, news, fashion, lifestyle, celebrities and etc. Highlighted Coverage
Onlinehttp://www.neeu.com/news/2015-03-25/54755.htmlhttp://www.ylxinwen.com/a/perfor/1092.htmlhttp://msn.ent.ynet.com/3.1/1503/26/9939480.htmlhttp://fashion.sina.com.cn/2015-03-25/1450/doc-iawzuney1066302.shtmlhttp://news.xinhuanet.com/ent/2015-03/26/c_127621169.htm http://ent.163.com/15/0326/11/ALKMCOJT00032DGD.htmlAppendixOnline media:
Tier 1 (USD 15,000)-News Agency e.g. Xinhua News Agency.
Tier2 (USD 5,400)- Portal websites (sina.com.cn, 163.com) and hot online video portal (Youku,Tudou)
Tier3 (USD 3,600)- Influential online media e.g. people.com.cn ,ifeng.com , hexun.com ,and etc.
Tier4 (USD 1,800)-Regional online media and etc.As of April 2nd ,2015 Prepared by :Thank You !
