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《A3_2014 L'Oreal UV Protection Campaign Report_0811 v3》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、L'OréalUVProtectionCampaignReport2014.07CampaignReviewTime:June13-July13,2014PerformanceLaunchDateObjective：1.EducateconsumersaboutthecorrectsunViralVideoJune6thprotection,especiallyinregardtoUVA.2.StrengthenL‘Oréal’sprofessionalimageinUVGameJune13thpr
2、otectionaswellasitsleadingroleincosmeticsWeiboMay25thresearch.ConvinceconsumersthatL‘Oréalhasthemostpowerfulsuncareingredients,whichWeChatJune6thofferfullprotectionfromUVBandUVA.CampaignReviewL'OréalUVCampaignViralVideoPC&MobileInteractiveGameEducateneti
3、zensaboutUVprotectionthroughInvitenetizenstofighttheUVenemyonbothPCinterestingvideocontent.andmobilephone.VideoPerformanceViralvideoTencent657,175Tudou1,032,154Youku517,076Totalviewership:2,206,405GamePerformanceImpressions8,254,141PageViews497,32
4、4PC:387,912ParticipantsMobile:60,748109,412MobilePhoneNumbersCollected20,380CampaigniWOMOriginalWeiboTweetsUVprotectionQ&AWatchthevideotolearnaboutUVprotection.PlaythegameandfightUVmonsters.CampaigniWOM(cont’d)WeiboKOLTweetsPopularwritersTrendyblo
5、ggersDigitalcommunity“Ilovesummer!It’sfullofvitality“Armedtotheteeth!WhenIgoAclassicaltopicinamoreandsunshine.Butsometimesoutsideeverysummer,itiseasyinterestingwaythenaughtyUVmonstersinsuntogetBURNED.Iagreewiththislightwanttohurtme.Let’sfightvideo;well-applied
6、sunscreenis——L'Oréalbringsanewback!reallybetterthananumbrella.lessonforUVprotectionthis””summer.CampaigniWOMWeiboTotalbuzz＝4,623,131•OriginalWeiboTweets:27•Impressions:11,038,167•Reads:2,926,000•Comments:6,338•Retweets:3,566•KOLTweets:9•Impressions:20,9
7、20,000•Reads:1,683,212•Retweets:2,338•Comments:1,677CampaigniWOMAself-taughtlessonOriginalWeChatTweetsaboutUVprotection“Areyoucaughtinthevery“Doesthesunlightsyndromesofyourhoroscopewhenreallylooksoitcomestosunblocking?“beautiful?”ThemythofUVprotection12
8、constellationsFightwithUVandUVprotectionmonstersCampaigniWOMWeChatKOLTweets&“Aclassicaltopicinamoreinterestingway——L'OréalbringsanewlessonforUVprotectionthissummer.”Campaigni
