On February 2 1 day, M. A.C Charm launched Tmall Super Brand Day, and announced that it would join hands with the phenomenal virtual character AYAYI to jointly start a journey in the beauty industry. M A C Tmall Super Brand Day continues to plant grass and make-up breast around "Vibrant Makeup Breast".
17-On February 22nd, M A C Tmall Super Brand Day opened the Phantom Future Space Station in the square outside Shanghai Jingan Jiuguang Department Store. Many bloggers followed AYAYI's footsteps and appeared at the event site with "psychedelic charm powder" as the main color. In pop-up shop, they can try on makeup, take photos and interact with each other offline, and display the whole line of products. Weibo Topic # This snow magic makeup is too high # The reading volume exceeded 60 million, including @ Xuebao Fairy, @ Supermoooooo, @ Panda Sister Papa, @ Tang Yikun and other beauty cosmetics KOL all participated in the live activities. From the data monitoring platform of PARKLU, it can be seen that @ Xuebao Fairy's post in Weibo has gained about 2K interactive volume, creating the highest media influence value of 80,839 yuan. At the same time, many KOL and KOC imitated AYAYI's "super-cosmic light illusion makeup" on their social media.
The concept of hyperuniverse is very popular recently. M A C follows closely the pace of generation z, cooperates with virtual characters, and contacts more consumers to stop, punch in and experience through the construction of offline space station. At the same time, it can be spread to more audiences through the exposure of online social media.
YSL Gaoding Eden perfume was released, and the big V drove the waist and tail to spread together.
At the beginning of the year, YSL added a brand-new member to Gaoding Yidian perfume series-Rouge Velvet Perfume, which depicts the neatness of YSL Gaoding garments from all angles of perfume bottles and interprets the Xipu fragrance of velvet roses colliding with mysterious Euphorbia.
YSL's new product activities are mainly concentrated in Weibo and Xiaohongshu line, among which Weibo occupies 1 1%, Xiaohongshu reaches 8 1%, and the rest are distributed in official accounts of Mile Mile and WeChat. On the little red book, the number of views on the topic of #YSL Gaoding reached 4.348 million.
As for bloggers, big bloggers account for 14%, China bloggers account for 20%, and small bloggers and grassroots bloggers account for 66%. It can be clearly seen that YSL attracts and drives China bloggers, small bloggers and KOC to participate in the discussion through the production of high-quality content by big bloggers, thus enhancing the exposure through various forms of planting grass.
Givenchy held a make-up dinner to enhance brand awareness.
Recently, Givenchy Beauty, inspired by the series of black energy products, held a "naturally noble and streamer palace" dinner at Shanghai Suning Baolijia Hotel. Givenchy makeup spokesmen Kun and Li Bingbing attended the event and talked about skin care. Fashion bloggers @ Ling, @ Qiqi, @ Xiangling Guse, @ Qiu Tian and others all participated in Givenchy's offline activities and posted graphic content on their social media.
As can be seen from the data monitoring platform of PARKLU, the bloggers invited by Givenchy this time are mainly big bloggers, but there are also some China bloggers and small bloggers. Among them, the content published by @ Qiqi Liangliang in Weibo has gained very good exposure and interaction. Although it was displayed in the form of daily wear content, it also gained 3300 interactions and created a media influence value of 85,000 yuan.
The beauty brand invited the media and KOL to the party in the form of a makeup dinner, which was interesting but not blunt. Many bloggers will be willing to spontaneously post the activities they participated in that day on social media and naturally expose the brand. The participation of stars makes it more topical, and brands may wish to learn from it.
Chanel held a limited-time flash show in Garden 1, and KOL and KOC punched in actively.
Recently, the hottest offline flash event in Shanghai is the "Chanel Garden" in Taikooli, Qiantan. Pop-up shop is decorated with the color of camellia, full of atmosphere, and every shot is very photogenic. A series of camellia products are displayed in it, and a special surprise can be obtained through an interesting interactive experience.
Chanel's pop-up store has attracted a large number of bloggers, including KOL@Fake, @ Maiga, @ Mr. kira yamato, @ Grace's Fantasy, etc. They all posted activities on their social media. It can be seen from PARKLU's data monitoring platform that although the activity started on March 3rd, in just one week, the activity has gained 44,000 interactions and 2 million yuan of media influence value. Among them, the graphic content published by @ Zhong Kiko in Weibo obtained the highest media influence value, which was 10. 1 10,000 yuan, with nearly 4,500 interactions.
Chanel used beautifully decorated pop-up shops, interesting product experiences and interactions to attract KOL to punch in and take photos, spread them on social media, attract more viewers and consumers to experience, understand and grow camellia series products, and gain effective consumers.
I hope the above cases can inspire you. If you also want to know the voice of competitors of your own brand on social media, deeply analyze the KOL marketing strategy analysis and data monitoring, measurement and industry benchmarking of competitors, or know which competing brands or explosive products are mentioned by different KOLs in the industry, you can use PARKLU KOL data analysis platform!
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