This sample China Social Campaign Report shows you an excerpt of BMW's successful X1 China social media campaign. It deep dives into BMW's mobile and key influencer strategies used to better penetrate the China market.

1. BMW
X1
CHINA
SOCIAL
CAMPAIGNREPORT
SOCIAL CAMPAIGN REPORT
©
2014
RESONANCE
CHINA
ALL
RIGHTS
RESERVED
C H I N A!

2. BMW
X1
CHINA
SOCIAL
CAMPAIGNREPORT
T
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L
E
REPORT SAMPLE PREVIEW
Get
the
full
version
online:
hJp://www.resonancechina.com/china-­‐social-­‐branding-­‐report/

3. BMW
X1
CHINA
SOCIAL
CAMPAIGNREPORT
Welcome to the China Social
Campaign Report.
ABOUT
THE
CSCR
MarkeWng
campaigns
in
China
provide
a
unique
opportunity
to
observe
brands
acWvaWng
and
integraWng
their
digital
and
social
channels.
Whether
in
service
of
a
new
product
launch,
brand
heritage
exhibiWon,
or
seasonal
sales
promoWon,
campaigns
reveal
each
brand’s
blueprint
to
creaWng
buzz,
engaging
fans,
and
driving
conversion.
LEARNING
FROM
EXAMPLE
These
reports
will
take
a
deep
dive
into
the
strategy
and
mechanics
behind
the
stages
of
each
campaign.
At
this
level
of
detail,
we’ll
learn
just
exactly
how
marketers
integrate
the
properWes
of
each
digital
asset
in
combinaWon
with
offline
acWviWes
and
KOL
influence
to
achieve
their
objecWves.
ASK
US
ANYTHING
This
report
will
open
the
door
to
deeper
quesWons.
For
this
purpose,
we’ve
created
a
subscriber
forum
at
resonancechina.com/answers
where
readers
can
ask
us
anything
from
the
report.
We’ll
have
our
researchers
and
strategists
moderaWng
the
forums
and
ready
to
answer
any
quesWons
asked
with
professional
experience
and
addiWonal
supplemental
research
when
required.
ABOUT
RESONANCE
Created
in
2009,
Resonance
is
a
preferred
China
social
media
and
branding
agency,
with
a
specific
focus
on
fashion,
luxury,
and
lifestyle
brands;
headquartered
in
Shanghai,
China.
To
find
out
more,
visit
us
at
resonancechina.com
ABOUT
CSCR
KEY
TAKEAWAYS
CAMPAIGN
QUESTIONS
CONTACT
HAVE
A
QUESTION?
ASK:
RESONANCECHINA.COM/ANSWERS

4. BMW
X1
CHINA
SOCIAL
CAMPAIGNREPORT
TEASER
LAUNCH
SUSTAINED
BMW uses a WeChat minisite
to incentivize followers to
participate at regional
campaign events.
1.
LIVE
FREE
FOR
ACTION
|
WECHAT
MINISITE
Aier
campaign
launch,
BMW
directed
their
WeChat
followers
to
a
campaign
minisite
(Wei
Zhan)
promoWng
a
five-­‐city
tour
of
Live
Free
For
AcWon
offline
events.
2.
FIVE-­‐CITY
CAMPAIGN
EXPERIENCE
From
June
20th-­‐30th,
BMW
hosted
campaign
experience
events
in
Beijing,
Hangzhou,
Chengdu,
Guangzhou,
and
Shanghai.
3.
AUGMENTED
REALITY
ACTIVITIES
Through
the
WeChat
minisite,
BMW
promoted
unique
augmented
reality
engagements
–
teasing
opportuniWes
to
win
up
to
10
prizes
a
day
by
parWcipaWng
through
their
smartphones
at
events.
4.
EVENT
ACTIVITIES
BMW
also
promoted
acWviWes
that
would
take
place
at
each
event
–
including
live
DJ
performances.
5.
TEST-­‐DRIVE
SIGN
UP
Like
all
of
their
campaign
iniWaWves,
BMW
created
opportuniWes
to
convert
minisite
traffic
into
test-­‐drive
registraWons.
2 3
4 5
1

5. BMW
X1
CHINA
SOCIAL
CAMPAIGNREPORT
Campaign retweets from
aggregator, media, and
influencer KOLs extend reach
across target audiences
during launch.
1.
AGGREGATOR
ACCOUNTS
Aggregator
accounts
made
up
the
majority
of
KOL
amplificaWon
used
for
BMW’s
X1
launch
campaign.
Account
types
were
spread
across
automobile,
general
interest,
and
travel
categories.
• Aggregator
KOLs
Used:
11
• Total
Engagement
Generated:
5,675
2.
MEDIA
ACCOUNTS
Media
account
retweets
helped
the
campaign
reach
relevant
enthusiasts
as
well
as
wider
audiences
through
popular
car
magazines
and
general
interest
publicaWons.
• Media
KOLs
Used:
9
• Total
Engagement
Generated:
4,801
3.
INFLUENCER
ACCOUNTS
Car
media
editors
used
their
personal
accounts
to
retweet
BMW’s
X1
launch
campaign
content
to
their
followers
for
addiWonal
awareness
and
credibility.
• Influencer
KOLs
Used:
6
• Total
Engagement
Generated:
2,023
1 2 3
全球汽车榜中榜 | Global Car Rank
Automobile
Aggregator:
10,004,426
Followers
旅⾏行下⼀一站 | Next Stop Travel
Travel
Aggregator:
6,938,824
Followers
中国汽⻋车导报主编朱骏 | Zhu Jun
China
Auto
Guide
Editor:
523,378
Followers
名車志 | Car & Driver
Automobile
Media
:
1,667,198
Followers
三联生活周刊 | Lifeweek
General
Media:
9,491,057
Followers
中国汽⻋车画报⻬齐宇 | Qi Yu
China
Car
Pictorial
Editor
:
234,914
Followers
TEASER
LAUNCH
SUSTAINED
*KOL
data
accurate
as
of
June
25,
2014;
engagement
is
the
sum
of
likes,
comments,
and
retweets.

6. BMW
X1
CHINA
SOCIAL
CAMPAIGNREPORT
HAVE
A
QUESTION?
ASK:
RESONANCECHINA.COM/ANSWERS
Have More Questions?
We’ve Got Answers Online.
ABOUT
CSCR
KEY
TAKEAWAYS
CAMPAIGN
QUESTIONS
CONTACT
ASK
US
QUESTIONS
IN
THE
FORUMS
Digital
in
China
can
be
complex,
and
there
are
always
quesWons
that
this
report
cannot
answer.
For
this
reason
we’ve
created
a
Q&A
forum
where
you
can
log
in
and
ask
us
any
quesWon
from
this
report,
and
our
staff
of
consultants
will
get
back
to
you
with
answers
within
48
hours.
YOUR
PERSONAL
CONSULTANT
Our
consultants
are
made
up
of
our
research
and
strategy
teams,
who
have
access
to
Resonance’s
community
managers.
Everyone
on
the
forums
has
pracWcal
experience
running
social,
digital
campaigns
in
China
and
are
the
most
qualified
to
help
answer
your
quesWons.
Ask
any
unanswered
quesDons
in
the
CSBR
forums!

7. BMW
X1
CHINA
SOCIAL
CAMPAIGNREPORT
谢谢
CONTACT
US
Lvl.2;
1035
Changle
Road;
Shanghai
200031
Office:
86.21.5302.8238
x8008
Email:
info@resonancechina.com
VISIT
US
ONLINE
Website:
www.ResonanceChina.com