ZINORO x CAFA LectureSocial Promotion ReportBeeku / 2016.07.11Performance OverviewPerformance OverviewPage 3Communication Period: 2016/6/27-2016/7/4
Communication Theme: #超级插班生#
Objective: Drive attention on CAFA co-op project thus to increase ZINORO brand awareness and engage ZINORO Weibo fansIncluding official Weibo & Wechat site, 5 Weibo KOL and 1 Zhihu KOL Total posted 2 Wechat content and 11 Weibo content
Total
Impression
738,602Total
Interactive
5,178Total
Engage Fans
213 We-Chat - Official We-Chat
Platform SummaryPage 4 Weibo - Official Weibo & KOLs
Page 5Content PerformanceWeiboPage 6Kicked off #超级插班生# campaign on official Weibo, and engaged audience re-tweet by submit their transfer skills to join the lecture.
5 KOLs has re-tweeted to help promote the campaign and drive more attention to engage fans.Recruitment content 6/27WeiboPage 7 Promoted the lecture content on official Weibo and 3 KOLs has re-tweet to inspired more audience and engaged them to join the next lecture.Lecture content 7/1We-ChatPage 8Kicked off #超级插班生# campaign on official We-chat, and engaged audience to share their transfer skills and drive attention on cooperation with CAFA.Recruitment content 6/27We-ChatPage 9Promoted 地瓜之城 lecture content on official We-chat, and detailed describe design concept and background, drove attention on ZINORO x CAFA cooperation.Lecture content 6/27ZhiHuPage 10Zhihu KOL shared her insights of 地瓜之城 after she attended lecture as #超级插班生#.
Zhihu content has helped to drive attention on ZINORO x CAFA cooperation project.Lecture content on 7/1Ref:
https://zhuanlan.zhihu.com/p/21477026 Page 11Social Audience FeedbackSocial Audience Feedback Page 12Most of the comments has delivered transfer skill (UGC content) and would like to join the super transfer student’s lecture.
Some comments get the point of “Charging themselves 充充电”, which is related to ZINORO product feature.
Recruitment content 6/27Social Audience Feedback Page 13Lecture content 7/1Most of the comments mentioned this is a very cool project and the design is amazing.
Some comments said they are look forward to join ZINORO and CAFA #超级插班生# lecture next time.
Page 14Key Learning
Highlight
Leverage the #超级插班生# topic to make ZINORO and CAFA co-op more recognition and related to audience and help to create UGC.
Provided interesting content and inspired project to increase ZINORO fans. Promotion ContentPage 15
Suggestion
Could Offer related prizes during warm up section, and to attract more audience attention.
Highlight
Cooperated with regional KOLs such as @北京人不知道的北京事儿, which is more beneficial for regional campaign.Distribution ChannelPage 16
Suggestion
Could cooperated with influential KOLs or Accounts to increase brand awareness. Thank YouBeeku / 2016.07.11
