Aim

To create a campaign ecosystem leveraging paid, owned and earned media that maximised the brand's buzz potential while delivering cross-platform performance results evaluation through data mining and consumer-journey tracking.

Execution

Clicking through the ‘We are Maybelline BB Creamcon’ ad button on six female-oriented verticals, Baidu GrandMedia, Google display network, and Sina Weibo (paid media), netizens visited BB Creamcon’s landing page (owned media) on Sina Weibo.

After authorising, they participated by clicking on a ‘lucky draw’ button, triggering the share of a trackable Weibo tweet (earned media), thus encouraging their friends to join and trigger more shares and tweets around the campaign.

By tracking the complete consumer journey from paid to earned impressions, via clicks on online media ads (paid media), visits of the official page (owned), and tweets generated (earned), this campaign offered a fresh perspective on the performance of paid, owned and earned channels in the overall ecosystem, and demonstrated the effectiveness of a cross-platform buzz campaign.

Throughout the project, AdMaster technology also provided monitoring mechanisms to seamlessly link paid media and earned media platforms for the first time to obtain an assessment of 'social reach'.

Results

Sina Weibo paid media generated 84 per cent of the earned impressions, although Sina Weibo only represented 14 per cent of media impressions (and only 10 per cent of the site visits), showing the higher likelihood that someone clicking on a banner within Sina Weibo will generate earned impressions.

This indicates that cost-per-click and cost-per-visit do not provide the full picture when looking at social ROI, and should provide incentives to media companies to review the entire social conversion funnel when assessing the cost-per-campaign KPI.

Other results:

• Unique reach: 153,875,366
• Unique clicks: 3,100,216
• Visitors: 2,376,280
• Participants: 144,411
• Online buzz volume: 157,080
• Sina weibo accounts: 6,554,223