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1、fan bingbing Influencer marketing Analysis* Sourced from PARKLU.com, Data Monitor: 2017.1- 2018.10Whats the effect on brands when their influencer has scandal?CHinas premier Influencer Marketing platform40K+ KOLs 600M+ Customers 12 PlatformsStay up-to-date on relevant influencers and know what they
2、are saying about your brand and competitorsSearch by content category, brand mentions, engagement, location, reach, price and genderChat directly with influencers to cultivate relationships, and review draft content before it gets publishedMATCH managemeasureLearn more about PARKLUFeatured BrandsDat
3、a TrackingData AnalysisEvaluationPARKLU selected the top 7 brands sponsoring Fan Binging. We measured the attention and sentiment based on influencers mentions, audience reach, social engagement, and total media value.Using PARKLUs analytics platform, we are able to monitor the activities levels of
4、our 40000+ influencer and celebrity data-base across 12 social media platforms.PARKLUs analytics tool allows users to identify trends, monitor performance, and export customer sentiment via influencers online activities.PARKLUs expert team of market analysts interpret the data into actionable findin
5、gs for industry leading brands.Super Star and Sales Conversion Queen, Fan Bingbing, has been a top pick for brands with big budgets seeking a celebrity endorsement. Fan is known to have tremendously positive impact on sales for her brand sponsors. In the last two years, Fan Bingbing has endorsed 122
6、 brands. Total sponsorship fees paid to Fan Bingbing have reached a staggering 2 billion RMB, with the highest single sponsorship fee being 28 million RMB.Fan Bingbings celebrity status and ability to sell is irrefutable. It is not uncommon for products to sell out the moment she makes an endorsemen
7、t, because of this, many brands will increase prices before a Fan Bingbing promotion.This summer, Fan Bingbing dealt with a public scandal after accusations of tax evasion. We wanted to know how this scandal would effect her image among influencers and consequences it might have for the brands she e
8、ndorses.PARKLU selected the top seven brands which were sponsoring Fan Bingbing at the time of the scandal. We measured activity correlations and sentiment from influencers and their audiences based on mentions, reach, engagement, and text analysis.SALES CONVERSION QUEEN THE BRANDS2017 ENGAGEMENT PE
9、RFORMANCEQ1Q2Q304,0008,00012,000ReFaMONT BLANCSwisseLouis VuittonAdidasLOrealGuerlain056,667113,333170,000Fan bingbingJanuaryFebruaryMarch013,33326,66740,000ReFaMONT BLANCSwisseLouis VuittonAdidasLOrealGuerlain093,333186,667280,000Fan bingbingAprilMayJune013,33326,66740,000ReFaMONT BLANCSwisseLouis
10、VuittonAdidasLOrealGuerlain03,666,6677,333,33311,000,000Fan bingbingJulyAugustSeptemberUnit: Per Engagement* Sourced from PARKLU.com, Data Monitor: 2017.1- 2017.92018 ENGAGEMENT PERFORMANCEQ1Q2Q30100,000200,000300,000ReFaMONT BLANCSwisseLouis VuittonAdidasLOrealGuerlain0433,333866,6671,300,000Fan bi
11、ngbingJanuaryFebruaryMarch0166,667333,333500,000ReFaMONT BLANCSwisseLouis VuittonAdidasLOrealGuerlain01,333,3332,666,6674,000,000Fan bingbingAprilMayJune01,6673,3335,000ReFaMONT BLANCSwisseLouis VuittonAdidasLOrealGuerlain0666,6671,333,3332,000,000Fan bingbingJulyAugustSeptemberUnit: Per Engagement*
12、 Sourced from PARKLU.com, Data Monitor: 2018.1- 2018.9CORRELATIONAustralian vitamin brand, Swisse, announced Fan Bingbing as its brand ambassador in September 2017. April 2018, Fan Bingbing became the Global Brand Ambassador of Mont Blanc.MONTBLANC & SWISSE Highly Correlated with FBB CORRELATIONThe
13、2018 correlation between FBBs post engagements and her endorsement brands81%SwisseMont BlancAdidasLOrealGuerlainReFaLouis Vuitton21%79%9%9%5%-10%* Sourced from PARKLU.com, Data Monitor: 2017.1- 2017.00000030000004000000JanFebMarAprilMayJuneJulyAugSepOct80.7%CORRELATIONUsing PARKLUs Analyt
14、ics tool, we were able to determine a strong correlation between Fan Bingbing and Swisse. However, after June 2018, the correlation dramatically decreased.SENTIMENTWe sought to identify any negative impact on Swisse from Bingbings scandal. There was a 5% negative sentiment increase detected in Q3.5%
15、SWISSE ANALYSISSwisse100%Swisse5%95%Swisse100%Q1Q2Q3Fan BingbingSwisse + Fan BingbingPositiveNegativePOSITIVE VS NEGATIVE SENTIMENTEngagement Data Range: 2018.1- 2017.10Data Range: 2018.1- 2017.00000030000004000000JanFebMarAprilMayJuneJulyAugSepOct-10%CORRELATION1%LOUIS VUITTON ANALYSISQ1
16、Q2Q3Louis Vuitton1%99%Louis Vuitton100%Louis Vuitton100%Fan BingbingLouis Vuitton + Fan BingbingPositiveNegativeSENTIMENTUsing PARKLUs Analytics tool, we were able to determine a negative correlation between Fan Bingbing and Louis Vuitton.We sought to identify any negative impact on Louis Vuitton fr
17、om Bingbings scandal. There was no negative sentiment increase.Engagement Data Range: 2018.1- 2017.10POSITIVE VS NEGATIVE SENTIMENTData Range: 2018.1- 2017.102017 POSITIVE VS NEGATIVE SENTIMENTThe percentage of positive vs negative sentiment among Chinese influencers in 2017Positive PostsNegative Po
18、sts* Source from PARKLU.com, Data Monitor: 2017.1- 2018.9Unit:PostsQ1:ReFa100%Mont-blanc100%Swisse100%Louis Vuitton100%Adidas7%93%Fanbingbing1%99.0%LOreal100%ReFa100%Mont-blanc100%Swisse100%Louis Vuitton1%99%Adidas14%86%Guerlain100%Fanbingbing2%98.0%LOreal100%ReFa100%Mont-blanc100%Swisse100%Louis Vu
19、itton2%98%Adidas100%Fanbingbing99.6%Q2:Q3:LOreal100%Guerlain100%Guerlain100%2018 POSITIVE VS NEGATIVE SENTIMENTThe percentage of positive vs negative sentiment among Chinese influencers in 2018Positive PostsNegative Posts* Source from PARKLU.com, Data Monitor: 2017.1- 2018.9Unit:PostsQ1:LOreal2%98%R
20、eFa3%97%Mont-blanc100%Swisse100%Louis Vuitton1%99%Adidas100%Guerlain2%98%Fanbingbing99.7%LOreal100%ReFa100%Mont-blanc100%Swisse100%Louis Vuitton100%Adidas100%Guerlain100%Fanbingbing99.6%LOreal100%ReFa8%92%Mont-blanc100%Swisse5%95%Louis Vuitton100%Adidas100%Guerlain3%97%Fanbingbing1%98.9%Q2:Q3:WAS TH
21、E SCANDAL REALLY NEGATIVE?Signing a celebrity or an influencer is always a risk and brands have to accept that. It also means making the right choice is a serious decision. Sponsorship of high profile personalities can lead to massive increases in a brands profile, while increasing sales of their pr
22、oducts or services thats as long as nothing goes wrong, which unfortunately, sometimes it does. Public opinion of a brand and its products matters enormously these days, and most of the brands on our list were forced to drop sponsorship of Fan Bingbing as they rightfully feared a public or governmen
23、tal backlash. A brands reputation is built on how it is perceived by the general public. The problem with celebrity and influencer sponsorship is that the brand has no control over the actions of the sponsored person. As a sponsor, brands first job when a scandal breaks is to find out what actually
24、happened. Brands have to be certain that what happened wasnt illegal. If it was, then its vital to drop the relationship quickly. At a time when brand responsibility is so important, brands cant afford to do otherwise. An indiscretion is one thing, but doing something illegal is quite another.Brands
25、 who use celebrities or influencers have to recognize that its a partnership. Should a scandal occurs involving a sponsored celebrity or influencer, there should be some willingness to roll with the punches. Sometimes a situation can be turned to an advantage. Look at Fan Bingbings sentiment analysi
26、s, this actually looks like a missed opportunity for some of her sponsored brands to stick by her and her fans during hard times. Obviously, had she been prosecuted, it would have been a different story.Fan Bingbing is loved in China, and PARKLUs data shows that. When Fan Bingbing apologized, her fa
27、ns natural instinct was to forgive her. But it does emphasize how important the celebrity and influencer selection process is. Whoever is chosen affects a brands values so its vital to pick somebody who shares them. THE BREAKIts vital that brands keep a pulse on the internets elite. Constantly monit
28、oring celebrities and influencers social media activity with Influencer Analytics from PARKLU. keep a pulse on the internets eliteWeChat Account:theINSIDERcnScan to downloadWANT A REPORT FOR YOUR BRAND?PARKLU REPORTS GIVE BRANDS A TOTALLY NEW WAY TO LOOK AT PERFORMANCE, COMPETITORS, AND INDUSTRIES AT LARGE. WE USE INFLUENCERS SOCIAL ACTIVITY TO DISCOVER WHATS REALLY INFLUENCING TRENDS AND CUSTOMER BEHAVIOR.LEARN MOREaa* Source from PARKLU.com, Data Monitor: 2018.1- If youd like to learn more about influencer marketing in China, please visit us at:Chinas premier Influencer marketing platform