China - L2: A Think Tank for Digital Innovation

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Digital IQ Index:ChinaWant to know more about your brand’s ranking?CONTACT USK E Y F I N D I N G SLancôme’s group page onKaixin001 (left) has over250,000 members.The brand regularly engagesits audience withcontests (below).Mercedes-Benz fan pageon RenRen.© L2 2010 L2ThinkTank.com 14
Digital IQ Index:ChinaWant to know more about your brand’s ranking?CONTACT USK E Y F I N D I N G SMighty MicrositesFour of the brands in the study have invested in branded 2.0communities. Digital Genius Lancôme launched an onlinecommunity, Rose Beauty, in 2006 and claims four million subscribers.Estée Lauder and Clarins also host branded beautycommunities.Estée Lauder’s brandedcommunity site:www.el-lady.com.cnIn Automobiles, BMW has created a community for the estimated150,000 BMW drivers in China through its MyBMWClub.cn site.Meanwhile, Audi, Mercedes-Benz, and Porsche have createdsimple-interface BBS sites to help facilitate discussions withbrand evangelists.Porsche’s BBS site:bbs.porschesky.comLancôme’s Rose Beauty onlinecommunity site, which has overfour million subscribers:www.rosebeauty.com.cn© L2 2010 L2ThinkTank.com 15
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China - L2: A Think Tank for Digital Innovation

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