isentia
CASE STUDY: SK-II & LEAH DOU（窦靖童）Data: 24,098 buzz from Oct.16, 2017 to 29th, Nov,20172000
4000
6000
8000
10000
12000
14000
Buzz Trend of SK-II #生而由我，瓶熠心声#
SK-II & Leah DouSK-II
21%
79%
SK-II&Leah DouOthers on SK-II
SK-II corporates with Leah Dou for #生而由我，瓶熠心声#
which contributed 21% of SK-II social buzz
38 KOLs48 KOLs3 KOLs22 KOLs
CASE STUDY: SK-II & LEAH DOU
Data: 24,098 buzz from Oct.16, 2017 to 29th, Nov,2017
Leah Dou’s fan club have quick
feedback for the collaboration and
the sentiment was mainly positive.
The news has widely spread
and public felt that Leah Dou
couldn’t match with brand
image.Sentiment has hit the
bottom. 48 KOLs have quickly
mentioned about the
collaboration.
Big amounts of KOLs continued to blast
positive articles and posts towards the SK-
II x Leah Dou collaboration and KOLs
followers expressed the supportive
opinions. The sentiment has highly
increased to a peak and last for 10 days.
Fewer KOLs posted for the
collaboration. The sentiment
trend was less stable but back to
a peak within couple of days.
Sentiment of SK-II #生而由我，瓶熠心声#
70% of KOL
contribution
KOL wave strategy TO IMPROVE THE IWOM FOR BRAND & Leah DouCASE STUDY: SK-II & LEAN DOU
Data: 24,098 buzz from Oct.16, 2017 to 29th, Nov,2017Campaign Road Map of SK-II #生而由我，瓶熠心声#
49 KOLs promoted Tmall pre-sale and new spokesman Lead Dou
SK-II released Tmall
pre-sale news in
weiboOct.26Oct.27
DouJingtong posted a
news on SK-II NEW VIDEO
SK-II released new
spokesman-DoujingtongOct.19Oct.28
SK-II released the video
and 12 KOL promotedNov3
KOL promotion, 27 KOLs
from Oct28 to Nov3Nov6-Dec6
KOL promotion,62 KOLs
from Oct28 to Nov31
promoted the Doujingtong
and SK-II, highlighted duty
freepromotion
Duty-freeTmall X Double-11Duty free
114 KOLs leveraged for promoting #生而由我，瓶熠心声#, SK-II leveraged the KOL to promote Tmall, Duty free and
offline promotion.
KOL Content focus on sales of offline and online