L’Oreal 100th – Social Media campaign in China

L’Oreal 100th – Social Media campaign in China

Insight by Andrea

How many of you have seen a Chinese website? Or know what are the top social networking sites there? Zero Degrees of Separation has published a great detailed review of the L’Oreal 100th campaign online in China providing great insights that could be helpful for anyone interested in this market. The campaign included 3 separate events but was centered Loreal100.com.cn. The results were impressive: over a million users participated and shared elements of the campaign (the Chinese online market is equivalent to the estimated total US population (298 million). I encourage to browse Loreal100.com.cn and experience (even if you cannot read Chinese like myself) the L’Oreal Loving Heart Tree which invites users to send “different caring movements” to friends.

 Excerpt from Zero Degrees of Separation:

The loving heart gathering event was from June 5th to July 5th. During this one month period of time, L’oreal encouraged netizens to send out “hearts” which indicated different caring movements to their friends on 4 SNS sites – Xiaonei.com, hi.baidu.com, Yoka.com (a fashion website), Sina.com. All the hearts being sent out would be gathered on a loving heart tree “planted” on L’oreal100 site. Those who sent out the most loving hearts, or sent out hearts at special lucky numbers (e.g. the person sent out the 18,000th heart, and the one sent out the 88,000th heart, etc) would win prizes from L’oreal worth hundreds, or thousands of RMB.