1. Sample Social Media Marketing Case Studies
May 2012 - Private & Confidential

2. SOME OF OUR CLIENTS

3. OUR WORK
Many global Fortune 500 & multinational corporations have sought One9ninety expertise for
both strategy & execution of sophisticated digital marketing across Chinese social media.
Retainer clients include innovative social media marketing leaders L’Oreal / 欧莱雅, Lufthansa
/ 汉莎航空, Media Markt / 万得城, and Etam / 艾格.
Our work covers social media insights & analysis, generating influence, creative campaigns &
content, and managing online communities.
SINA & QQ WEIBO
Community Management
Da Ren Outreach
SOCIAL NETWORKING SITES
Community Management eFLUENCER ENGAGEMENT
Da Ren Outreach Blogs, BBS, SNS, Weibo

4. CASE STUDIES
Below is a list of clients by case study category. Often, our social media marketing work
is a combination of some or all of the categories outlined (e.g., UK
Pavilion, Garnier, Lufthansa). In some instances, we have led the social media creative
(e.g., GM, Garnier), which includes site page design and production of viral videos.
SINA & QQ WEIBO
EXAMPLE: Lufthansa
OTHER CLIENTS INCLUDE: Garnier (L’Oreal), Etam, United Nude, ASH, Miss Sixty, Dukan
Diet
SNS COMMUNITY MANAGEMENT & CREATIVE
EXAMPLE: UK Pavilion World Expo
OTHER CLIENTS INCLUDE: Garnier (L’Oreal), Watson’s (SG)
EFLUENCER ENGAGEMENT
EXAMPLE: Garnier (L’Oreal)
OTHER CLIENTS INCLUDE: Chivas 18 (Pernod Ricard), Media Markt, Lufthansa, Absolut
(Pernod Ricard), Sally Hansen, Rimmel, Kinohimitsu, Philips, Bacardi, GM, UK Pavilion

5. Garnier Retainer
Garnier Men’s “Be Yourself” / 做自己 Campaign
September – November 2011

6. CHALLENGE
Provide cost-effective social media marketing
strategy and execution solutions in support of
brand campaign to reach a young, male target
audience that was unfamiliar & unsure about
men’s grooming products under the key message
“Be Yourself”.
Plan, coordinate, execute and manage
conversation across three separate communities
– Sina & QQ weibo, and QQ Zone.
Create and execute simple community activation
mechanisms throughout campaign, e.g., product
giveaways, photo-sharing game.
Develop compelling video, photo and written
content.
Track, analyze & report qualitative & quantitative
Drive traffic to communities from network of
efluencers and content & conversation seeding
across various platforms.

7. SOLUTION
Platform Description
Community Management - editorial planning, posting,
Sina Weibo tagging, replying, reporting, Q&A, simple activation
mechanisms
Community Management - editorial planning, posting,
Tencent Weibo tagging, replying, reporting, Q&A, simple activation
mechanisms
Community Management - editorial planning, posting,
QQ Zone SNS tagging, replying, reporting, Q&A, simple activation
mechanisms
Develop original video content & profiles, e.g., ShouJunChao
Videosharing music video, behind-the-scenes ad shoot with WangLiHong,
posting, tracking, sharing
eFluencer Outreach outside communities via efluencers to drive traffic
Engagement to communities
Garniermen.com.cn - viral photo game cube, product
Garnier Minisite
giveaways, links to e-commerce

8. VIDEOSHARING

9. VIDEOSHARING: Subjects with e-Influence
Name Profile Weibo Metrics Blog Metrics
潮人徐峰立 An English teacher and a fashion Audience Size: 820,645 Views: 1,296,642
(Peter Xu) trend setter. Separate career as Views / post: 123,097 Views / post: 5,000
rapper, stage performer and was Forwards / post: 100 Replies / post: 10-20
famous for the Chinese “Daren Comments / post:50
Show”. “V” Status: yes
Tfengyuan Score: 66

10. VIDEOSHARING: Subjects with e-Influence
Name Profile Weibo Metrics Blog Metrics
Esports海涛 Top-rated online video game Audience Size: 121,445 Views / post*: 1,000,000+
(Hai Tao) commentator on premier gaming site Views / post: 18,216 Replies / post: 50
Dota & GZ DJ. Forwards / post: 80
Comments / post:100
“V” Status: yes
Tfengyuan Score:50

11. RESULTS
Nearly 100,000 followers weibo & SNS
70,000+ forwards on Sina weibo
45,000+ comments on Sina weibo
11 original videos posted across 3
major video platforms, managed
communities & e-influencer spaces
(e.g., blogs, BBS)
4,000,000+ views across all platforms

12. Sample Social Media Marketing Case Studies
Lufthansa Sina Weibo Community Management
July 2011 - Private & Confidential

13. LUFTHANSA SINA WEIBO COMMUNITY
Challenge
Build on success of Lufthansa SNS community, to establish complementary
and vibrant Lufthansa presence in micro-blog space in order to connect with
target Chinese travelers. Launch date 18 April 2011.
Solution
Create and manage Lufthansa micro-blog voice via official Sina weibo
community around jet setter concept, lifestyle and travel.
Plan content editorial calendar, draft & amend consumer Q&A manual, grow
network of followers, create and post daily content, manage consumer
replies, track both quantitative and qualitative results on a daily basis.
Engage Sina weibo ‘da ren’ to promote activities on brand weibo
community, driving traffic and number of followers.
Complement and promote games and activities on Lufthansa RenRen page
Results (after 9 months)
• 109,000+ followers (real consumers)
• 680+ posts
• 74,000+ LH follower forwards
• 45,000+ LH follower comments
• 26 da ren forwards
• 2,784,418+ views of da ren forwards
• Number of followers projected to exceed 50,000 by end of 2011
• All results from organic, authentic marketing on Sina Weibo

14. LUFTHANSA SINA WEIBO COMMUNITY
Tracking & Strategy Refinement

15. Etam Retainer
Sina & QQ Weibo Community
Management

16. ETAM SINA WEIBO COMMUNITY
CHALLENGE
Transform an unappealing, static and small Etam weibo page into a highly
engaged and active community of Etam fans. Find and create brand
advocates who will recruit new members and usher them to newly launched
e-commerce site. Launch August 2011.
SOLUTION
Create and manage entirely new Etam weibo pages on both Sina & QQ
platforms. Develop a differentiated voice for Etam & its sub-brands that will
appeal to core target audience of young Chinese females 16-25 years old.
Plan content editorial calendar, tagging strategy, draft & amend consumer
Q&A manual, grow network of followers, create and post daily
content, manage consumer replies, develop creative incentive
campaigns, leverage EDM tools, internal communications, track both
quantitative and qualitative results on a daily basis.
Engage Sina weibo ‘da ren’ to promote activities on brand weibo
community, driving traffic and number of followers.
Complement and promote games and activities on Etam RenRen page
RESULTS (after 4 months)
• 25,000+ followers (real consumers) – exceeded size of previous 12-
month weibo community in 6 weeks
• 570 posts
• 20,000+ Etam follower forwards
• 19,000+ Etam follower comments
• 8 da ren forwards
• 500,000+ views of da ren forwards
• All results from organic, authentic marketing on Sina Weibo

17. ETAM SINA WEIBO COMMUNITY
Part science, part art
In the case of Etam, we have been
building their weibo page organically
through the use of consumer
incentivization, content creation,
internal communications, da ren
engagement and EDM among other
tools.
For example, after establishing a core
community, for small campaign
incentives we have seen average
follower increase of 1,500 followers.
For large-incentive campaigns the
return has been closer to 2,500
followers.

18. Shanghai World Expo UK Pavilion
Douban Community Management
January – November 2010

19. UK PAVILION DOUBAN SNS COMMUNITY
Challenge
Among Chinese target audiences, generate awareness of UK culture (fashion,
art, music, movies, literature, architecture), drive site traffic to a central UK
Pavilion at Shanghai World Expo web property, build and manage e-community
conversation and interaction.
Generate positive online word of mouth that will encourage foot traffic to UK
Pavilion.
Solution
Drive traffic to and help build and manage UK Pavilion Douban community
around cultural content and digital activities during Shanghai World Expo:
• Pre-Opening Nicknaming Contest for UK Pavilion – nickname the iconic UK
pavilion building (“Pugongying” / “蒲公英”)
• “Best of UK” - showcase cultural highlights of UK (Fashion, Movies, Music,
Literature)
• “Inspiration UK” – work with Neocha.com to curate and generate participation in
visual artist (animation, graphic design) interpretation of UK music artist song to
create new work of art with elements from both cultures.
• “Sustainable UK” – work with local enviro-NGO Greenovate to highlight UK
commitment to sustainable development in social media.
Results
• 334 posts generated across key social media platforms
• 1,650,000+ views and 69,000+ replies across key social media platforms
• 330,000+ page views of UK Pavilion Douban minisite
• 42,000+ member registrations on UK Pavilion Douban minisite (largest UK
community on Douban)
• UK Pavilion a Top 3 Expo destination site as measured by foot traffic

20. Garnier Retainer
eFluencer Engagement
2010-2011

21. GARNIER EFLUENCER ENGAGEMENT
Challenge
Provide cost-effective social media marketing strategy and execution solutions
in support of 8 product launches
• Engage key efluencers to deliver authentic internet word of mouth
(iWOM) through targeted social media communities
• Achieve high levels of consumer engagement
• Communicate key brand and product attributes to target audiences
Solution
eFluencer Engagement campaign comprised of
profiling, selection, recruitment, engagement, sampling and moderation of the
One9ninety network of beauty industry ‘da ren’ efluencers to generate
authentic product reviews.
Results
• 268 efluencer original reviews were re-posted 471 times across other
platforms for a total of 739 posts
• 2,100,000+ views
• 7,881 views per post (average)
• 30 replies per post (average)
• Of note, L’Oreal’s most discussed brand, Lancome, generates an average
of 27 replies per post. Because the content was earned and authentic
(i.e., not paid editorial) and compelling, major women’s site publishers
recognized and rewarded Garnier efluencer coverage with valuable
homepage placement for free.
• Independent buzz tracking by partner agency CIC confirms significant
impact of One9ninety beauty efluencer reviews on buzz volume.