C’MON HERE WE GO!Social
Platform
TrendsCase
Sharing
&
Idea
for BenefitNew
Platform
ThinkingData Source: from the latest report (We are social, August 2015)Wechat & Weibo
Still keep the leading position in social media market & no new social platform outstanding followingWECHAT PLATFORM5.5bn58%Active usersWhite-collar users aged 25-40Powerful "scan", connecting online with offline, simplify the user experience
强大的“扫一扫”功能，连接线上与线下，简化用户体验，形成营销闭环。WeChat store in the future 微信未来商店Scan + WeChat pay instead of wallet, change the retail department store business model
扫一扫+微信支付代替钱包，改变零售百货商业模式“Scan” everything, open mobile life
横“扫”一切，开启移动生活入口用户电视或PC端观看过程中，手机“摇一摇”开启互动，同步竞猜导师选择，引发分享传播，好友回流观看。数据来源：腾讯视频 截止2014/08/25 10时平均每秒468人同时猜导师6期猜导师互动量超1,500万人次“Scan” everything, break the traditional network interactive mode
“摇”出一切，颠覆传统台网互动模式（Data resource: 2014 Q3 Financial report by Sina 数据来源：新浪2014Q3财报）WEIBO Position trend:
Hot topic collection social platform WECHAT Position trend:
Consumer communication & life service social platform Value for brand:
Media Platform for mass
Strong dissemination power
Deliver brand message and campaigns to fansValue for brand:
Personalized Communication & Service
Provide personalized communication & service
CRM
Data acquisition for re-marketingWEIBO Position trend:
Hot topic collection social platform WECHAT Position trend:
Consumer communication & life service social platform Value for brand:
Media Platform for mass
Strong dissemination power
Deliver brand message and campaigns to fansValue for brand:
Personalized Communication & Service
Provide personalized communication & service
CRM
Data acquisition for re-marketingBeauty-driven hot topic platform
&
Campaign dissemination platformBeauty communication/service platform
&
Campaign communication platformBenefit Weibo Platform PositionBenefit Wechat Platform PositionBENEFIT SOCIAL PLATFORM POSITION THINKINGSocial
Platform
TrendsNew
Platform
ThinkingCase
Sharing
&
Idea
for BenefitBrand ContentInspiration of new look and new skills Consumer Needs Credible Source of Product ProvenBrand Content深入浅出的美妆教程，易模仿，易掌握紧跟潮流，分享给消费者最IN的场景化妆容新体验Closely follow fashion trend
Share new chic look to consumer for different occasions
Make make-up tutorial easy to follow Brand ContentSelect high relevancy and credible KOL to share their product experience in pertinent toneBrand ContentIndication聚集具有公信力的口碑，集中影响消费者分享给消费者最新最in的美妆look及深入浅出的美妆教程Inspire consumer with new chic make-up look and easy-followed skillsCollect credible source of product proven and then intensively influence consumer Brand ContentWhen comes to makeup inspiration,
benefit should be an “artist”,
who can “break the rules”, be “girly & bold” and “fun &laughter”.Brand ContentContent inspiration on makeup“巨星灵感”
old is new
巨星仿妆，无尽美妆灵感。Brand Content“妆容搜索器”
分眼型、脸型、唇型等，
搜索相应眼妆、底妆塑形、唇妆教程。Brand Content“有色妆盘”
妆容也分色系，配合心情、着装制造令人印象深刻的美颜！
今天想要什么色系的妆容？转一转就知道！*拖动色彩状态条，获取相应妆容。Brand ContentWhen comes to product proven,
benefit should be an “indeed friend”,
who always has the same feeling and insights with you,
who can provide the “instant beauty solution”.Brand ContentProduct provenFind the closely related people to the products.
Let them say the real comments of the product.贝玲妃大放睛彩眼线笔Brand ContentBrand KOL一个强大的分层级KOL组合
全线覆盖品牌目标人群 实现品牌不同目标 Strategically plan KOL layer to achieve brand different goal
and covers all brand targets Brand KOL潮流品牌演绎当季潮品一线品牌形象经典产品&限量产品国际品牌高度品牌文化平台大号扩散声量Strategically plan KOL layer to achieve brand different goal
and covers all brand targets Brand KOL运用高知名度高品牌匹配度的国际化全球代言人提升品牌高度
传播品牌文化法式优雅ELLE 3月刊 MY Paris MY BOLON 法国玫瑰别样的优雅ELLE 5月刊 优雅邂逅苏菲玛索官方微博官方微信Select world superstar with the high brand relevancy to enhance
brand globalised image and deliver brand culture of French elegance 运用国内炙手可热的一线明星推广经典产品
带动产品销量Select domestic superstar to promote brand classic product
and then enhance sales 运用潮流标签式人物演绎品牌潮流
帮助提升当季潮品销量Select KOL in fashionable category with strong label to embody brand chic
and then help enhance fashionable product sales in season分层级KOL，满足品牌多层沟通目标
针对性选取KOL覆盖不同产品线，有效带动不同层级的消费者IndicationKOL layer operation meets brand multiple goal.
Wisely manage KOL to cover different product line
can effectively influence consumers in different layersBrand KOLHow can benefit deliver the Brand DNA through social content?
The answer is ‘each DNA should cover the matching social session’.KOL / Brand lifestyle / E-commerceKOL / Make-up inspiration/ E-commerceKOL / Product Proven / CRM / E-commerceKOL / Brand lifestyle / Makeup inspiration / E-commerceKOL / Make-up inspiration / E-commerceKOL / CRM / E-commerceSan FranciscoFun & LaughterInstant beauty solutionBreak the rulesGirly & BoldBrow BarBrand KOLWhen comes to the KOLs.
benefit should be a “BBF” - Best beauty friend,
who stands for the benefit DNA.Brand KOLBrand DNADNA以独具范儿的人物来演绎Brand KOLMake-up tutorial, product first impression and etc.
Using social KOLs.产品content以输出式KOL来演绎。美妆KOLBrand KOLInfluencers owned by benefit.培养美妆类新人，并给予他们统一称号“大妃帮”，营造benefit品牌专属感。
benefit提供产品，“大妃帮”成员负责撰写使用心得、评测，制造口碑。AdvocacyBrand KOLWhen comes to brand lifestyle.
benefit should be a “fashion guy”,
who is very “san Francisco” and able to “break the rules”.MAKE-UP STREET SNAP
“街头好颜”远处走来的姑娘，
妆容好漂亮！
她的眼线笔怎么不晕？
唇膏什么色号？
腮红怎么打的？
若你也曾惊鸿一瞥，
就不要放过benefit的“街头好颜”。
知道你羞涩不敢问，
benefit替你问！
*发现妆容精致的路人TOTAL LOOK STREET SNAP
“嬉皮士，永不死”benefit的San Francisco DNA，
指引我们去看到那些活得很圣弗朗西斯科、
打扮得很嬉皮士的陌生人。
别说有意思的人很少，
事实上，
他们很可能与你坐过同班地铁，
走过相同的路，
正在与你擦肩而过。
*发现街头的嬉皮士，
让正准备发生的擦肩而过，
稍作停留。DISVOVER
“不与时俱进的先锋派”这世界很快，
新事物冲击地表，与大脑，
自我更迭显得理所当然。
但有那样一群人，
恪守的精神永远只与自我有关，
随性的，懒散的，怪诞的……
他人用新自我投来的打量，
于他们不过浮云一朵，
他们是新世界里的古老嬉皮士，
永远活在黄金年代。
benefit，
想找到他们，
和他们聊聊。Brand Service/CRML’OREAL Member Service CalendarNew product inspirationEmotional caring on special daySeasonal tutorial meets
consumer functional needsL’OREAL build long-term solid relationship with their members
with offering both emotional caring and functional benefitBrand Service/CRMMember APPSMS任选小样2件 & 彩妆产品8折券 Brand Service/CRMReach ApplicationSweet date with new members
and offer them nice discount and samplingBrand Service/CRMReach ApplicationMember APPSMS该会员最喜欢的SKU FG/小样Birthday GiftLong-term emotional caring on special day
and offer what they really like品牌与消费者的关系建立，除了初期甜蜜诱惑之外
更重要的是让消费者体会到品牌长期且一如既往的情感+物质的共同关爱IndicationTo build solid relationship between brand and consumer,
brand not only need to spend no effort to appeal consumer at the beginning
most importantly,
brand should build long-term relationship with consumer
offering both emotional caring and functional benefitBrand Service/CRMWhen comes to CRM,
benefit should be a “boyfriend”,
caring about you and provide the “instant beauty solution”.Brand Service/CRMBrow bar -“修后”关心师benefit蜜蜡修眉有什么厉害？修完眉毛第3天，眼皮红红？修完眉毛第7天，想画个眉了？修完眉毛第3天，眼皮红红？修完眉毛第7天，想画个眉了？修完眉毛第15天，有细微杂毛了？Brand Service/CRMBrand E-commerce3分钟售罄388辆奔驰smart BoConcept一气呵成的组合式诱惑Brand E-commerceMix and match purchase appealingSold out 388 Smart BoConcepts in just 3 minutesBrand E-commerce360 view product experiencelimited sale/hungry marketing“999”low price advance pay++Mix and match purchase appealingSold out 388 Smart BoConcepts in just 3 minutes组合式诱惑，将理性消费转化为冲动消费
以互动支付一体化，促进消费者快速购买Brand E-commerceIndicationQuickly turn rational consumption to impulsive consumption by mix and match purchase appeal
Make consumer engagement and payment integrated
and then stimulate consumer make quick purchase decisionWhen comes to E-commerce,
benefit should be a “story teller”,
tell the “brand DNA” stories.Brand E-commerceE-commerce - Product story
A fantastic story is a perfect hook to catch consumers’ eyes.
Dig more details of a product, and then create a story — this is the one of the best E-commerce ideas, which will be kept in the next step.Tar Liner ——
“勾魂摄魄美人鲨”的故事POREfessional ——
“反孔特工”的故事Brand E-commerceE-commerce - Hunger marketing
Special design of products,
limited edition of products,
and the limited chance to have itBrand E-commerceE-commerce - straightforward example for the effect of products
Straightforward example for the effect of products will make consumers feel the benefit of the products.
And these may convert the rational consumption to impetuous consumption.*lancome eyeshadow switch the lookBrand E-commerceSocial
Platform
TrendsCase
Sharing
&
Idea
for BenefitNew
Platform
Thinking时下最火的“图片+标签”社交软件
nice打造的照片+标签玩法，用照片讲故事nice目前拥有1000万注册用户，聚集了一批有态度生活方式的潮人用户，年龄层主要集中在90后、95后nice满足了年轻人对时尚/个性以/积极的生活态度的表达
通过标签的方式进行展示，比单纯的图片更能体现出图片所代表的意义和图片的内在含义
更加满足年轻人“晒”的需求NICE聚集明星KOL 吸引用户聚集品牌拥护者
通过nice发现用户产品喜好
建立个性化服务体验
有助于培养消费者忠诚度For Benefit Value小红书是一个社区电商平台
UGC(用户原创内容)模式的海外购物分享社区 + 跨境电商“福利社” 从2014年1月正式版应用上线至今，小红书的用户数量已超过1500万，其中90%是女性，而且其中50%是90后消费者在小红书上获取产品口碑/使用心得/最新信息并购买消费者真实推荐容易吸引其他用户专题推荐增加品牌/产品曝光运用垂直社区，
不露痕迹的从消费者角度推荐品牌产品，容易获取口碑信任；
此外，进行专题合作，有效覆盖目标人群，有利于增加产品曝光及购买For Benefit Value中国最大的兴趣社交平台 豆瓣目前拥有8000万注册用户，聚集了一批注重生活品质，有生活态度的文艺青年，年龄层主要集中在20-35岁品牌合作资源品牌小站
丰富品牌文化与产品展示
带给用户更强的互动性线上活动
热点内容推荐
将品牌线上活动作为热点内容推荐至首页同城活动
热点内容推荐
将品牌同城活动作为热点内容推荐至首页豆瓣东西
商品分享及购买
实现互动支付一体化For Benefit Value豆瓣人群与品牌人群具有高重合性
激活豆瓣内品牌粉丝
更有效进行人群针对性传播
实现互动购买一体化
