jurliquejurlique q1 social media report by tocanan

1、QuarterlySocialMediaReportforJurliqueWe unlock insights from dataContents1Buzz Trend & SOV (2019YTD)2Key Channel Breakdown3Weibo deep dive hot posts & KOL4WeChat deep dive hot posts & KOL5RED deep dive hot posts & KOL6Key Findings- Summarize key findings with recommendationsBUZZ Trend (2019YTD)In Ja

2、n, Jurlique increased the number of topics by cooperating with star Lei jiayin successfully , and other brands reduced their activity duringthe Spring Festival. In Feb, all brands began to make efforts in marketing with the help of the Spring Festival season. Sisley is the most active among them. It

3、 announced that Wu lei, a post-90s fresh meat, was the brand spokesperson.Jurlique Monthly Buzz TrendBuzz Volume11.4%50,00040,53440,00030,0002.03%1.77%20,00010,00014,04213,6960JanFebMarMONTHLY TOTAL MARKET BUZZ VOLUME(2019)Summary of Buzz Performance2019JanSOVFebSOVMarSOVTotal buzz355,626%690,258%77

4、5754%Jurlique40,53411.40%14,0422.03%13,6961.77%Sisley51,38414.45%472,73368.49%539,40569.53%LOccitane61,59017.32%109,59915.88%77,82410.03%Clarins58,72216.51%28,5804.14%64,2158.28%Fresh56,43115.87%40,9675.94%43,9375.66%Origins46,43213.06%24,3373.53%36,6774.73%Key Chanel BreakdownIn Q1, Weibo still too

5、k the dominant position in social platform, followed with RED. Brands has started to shift their eyes into RED.Jurlique still need strive for more in weibo marketing, meanwhile, brand need to increase the volume in RED for higher share.Sisley is the shinning star in Q1, as of strong celebrity market

6、ing, Sisley accounts for 64.3% of share in weibo, which led it to the top.Brand Share by PlatformPlatform Share by BrandBuzz Volume100%90%80%70%60%50%1,622,12615,26440,8641,200,0001,000,000800,000600,00040%400,00030%20%10%0%200,0000SisleyLOccitaneFreshClarinsOriginsJurliqueWEIBOWECHATREDWEIBOWECHATR

7、EDClarinsFreshJurliqueLOccitaneOriginsSisley2019YTD covers the data from Jan to Mar.201964.3%14.4%15.1%16.3%21.0%30.9%14.8%7.8%10.6%14.9%4.7%13.0%10.3%26.4%3.6%17.5%7.4%7.0%Weibo: Jurlique need strive for moreWeibo Hot Posts vs. Engagement in Q1,2019Sisley top the brands in hot posts andengagement b

8、y young celebrity marketing. Celebrity WuLei help to drove the most engagement.12Jurlique ranked as No.6 in hot postvolume, and win more in engagement compared to Clarins in Q1.1Engagement in Weibo refers to the sum of reposts, comments, and likes2019YTD covers the weibo data from Jan to Mar.2019Wei

9、bo: besides celebrity, Sisley has the most top20 KOLsTop20 Weibo KOLs in Q1,2019Top Weibo Celebrity in Q1,2019Wu Lei has the mostactive fans accounts inweibo, which help togarner the engagement.Unit: engagement.Unit: engagement.Amy_bu top the other KOLs, she is the OnlyStar KOL, Parenting blogger an

10、d beauty video blogger. As she will cover momfans and beauty fans, her post on Origins in Tmall beauty prize won the most engagement.Engagement in Weibo refers to the sum of reposts, comments, and likes2019YTD covers the weibo data from Jan to Mar.2019WeChat: still, Jurlique should find the right KO

11、L and Good content forhigher engagement.WeChat Hot Posts vs. Engagement in Q1,2019In WeChat, Clarins top the hot postvolume and engagement accordingly.1Jurlique ranked as no.4 in hot post volume,and ranked no.6 in engagement. It indicated that we still need strive for more WeChat engagement.2Leverag

12、e the high ROI KOL would besuggested.212019YTD covers the Wechat data from Jan to Mar.2019Engagement in WeChat refers to the sum of reads, likesWeChat: Leverage the hot KOL and MediaTop20 WeChat KOLs in Q1,2019孙 小 yo is a mom, and a beauty blogger, she likes mentioning many beauty products with the

13、hot socialtopics, e.g. Guo Biting and Xiang zuo in TV program.Notably, brands keep the corporation with mediaWeChat account, e.g. 海报时尚, 世界时装之苑,cosmetic美妆大赏Jurlique leveraged 十点种草, 小蛮蛮小in Top20 KOLs, which is suggested to keep the corporation forconsistent brand building.2019YTD covers the Wechat dat

14、a from Jan to Mar.2019Engagement in WeChat refers to the sum of reads, likesRED: Clarins invest more in RED this Q1RED Hot Posts vs. Engagement in Q1,2019Still, Clarins has the most hot posts andengagement in RED.1Jurlique listed in the last position in hotposts volume and engagement.2212019YTD cove

15、rs the Wechat data from Jan to Mar.2019 Engagement in RED refers to the sum of likes, comments, and favorite.RED: Lccitane 撩男友 content goes viralTop20 RED KOLs in Q1,2019Although Clarins ranked as NO.1 in hot postsvolume and engagement in RED, it didnt leverage the top20 KOLs that many, instead, it

16、works with many grass-roots RED accounts for engagement (range 100-5000).Clarins made the content for targeting 90s and00s. As it made the post with the title “20岁女生第一瓶精华”Lccitane leveraged the most Top20 KOLs, as itscontent focus on “撩男友” for promotion.Unit: engagement.2019YTD covers the RED data f

17、rom Jan to Mar.2019Engagement in RED refers to the sum of likes, comments, and favorite.Key FindingIn buzz volume and SOV, Jurlique keep the down trend from this Jan, Sisley took the dominant position.Weibo became the key battlefield, brand which leveraged the young and influential celebrity won more in weibo.Jurlique is far away from other brands in Weibo, WeChat and RED investment.Select the hig