Many global Fortune 500 & multinational corporations have sought One9ninety’s expertise for both strategy & execution of sophisticated digital marketing across Chinese social media.

Our work covers social media insights & analysis, generating influence, creative campaigns & content, and managing online communities.

SINA WEIBOCommunity ManagementDa Ren Outreach

SOCIAL NETWORKING SITESCommunity ManagementDa Ren Outreach

eFLUENCER ENGAGEMENTBlogs, BBS, SNS, Weibo

OUR WORK IN CHINA

Below is a list of clients by case study category. Often, our social media marketing work is a combination of some or all of the categories outlined (e.g., UK Pavilion, Garnier, Lufthansa). In some instances, we have led the social media creative (e.g., GM, Garnier), which includes site page design, campaign mechanics and production of viral videos.

MICRO-BLOGGING - SINA WEIBOEXAMPLE: LufthansaOTHER CLIENTS INCLUDE: Garnier (L’Oreal), United Nude, ASH, Miss Sixty

EFLUENCER ENGAGEMENTEXAMPLE: Garnier (L’Oreal)OTHER CLIENTS INCLUDE: Chivas 18 (Pernod Ricard), Media Markt, Lufthansa, Absolut (Pernod Ricard), Sally Hansen, Rimmel, Kinohimitsu, Philips, Bacardi, GM, UK Pavilion

SNS COMMUNITY MANAGEMENT & CREATIVEEXAMPLE: UK Pavilion World ExpoOTHER CLIENTS INCLUDE: Garnier (L’Oreal)

CASE STUDIES

LUFTHANSA SINA WEIBO COMMUNITY

ChallengeBuild on success of Lufthansa SNS community to establish complementary and vibrant Lufthansa presence in microblog space in order to connect with target Chinese travelers. Launch date April 2011

LUFTHANSA SINA WEIBO COMMUNITY

Solution • Create and manage Lufthansa microblog voice via official Sina weibo community around jet setter concept, lifestyle and travel. • Plan content editorial calendar, draft & amend consumer Q&A manual, grow network of followers, create and post daily content, manage consumer replies, track both quantitative and qualitative results on a daily basis. • Engage Sina weibo ‘da ren’ to promote activities on brand weibo community, driving traffic and number of followers.• Complement & promote games and activities on Lufthansa RenRen page

Results (after 2 months)• 8,702 followers• 257 posts• 12,500+ LH follower forwards• 7,550+ LH follower comments• 16 daren engagement• 2,500,000+ views of daren forwards• Number of followers projected to exceed 20,000 by end

of 2011• All results from organic, authentic marketing on Sina

Weibo

Date Fans Number Posts Number Forwards Examples Comments Examples江豚大大：#减钱！捡iPad！捡睿翼！#活动

奖品很给力，活动很不错，你也转发了吗 . . . @安猪倩April @ 汉莎航空@ 江苏移动动感地带@ 富国基金管理有限公司 @狐狸郡2345 号@ 晕血蚊子 @ 天天易购 @sura莘

goforbeijing 据说是只有北美航线上的卫星才有此服务

(4月14 日 03:12)

—神祈祈：我参与了投票【【中国旅游金榜— 最佳欧洲航空公司】】 http://t.cn/hdZzVy

“投给 汉莎航空（@ ”汉莎航空） 这1个选项

victoria_wu 回覆@汉莎航空中国:漢莎服務好好的. (4月12 日 19:17)

VIP是什么：我参与了投票【【中国旅游金榜—— 最佳欧洲航空公司】】http://t.cn/hdZzVy

“投给 汉莎航空（@ ”汉莎航空） 这1个选项

Angela_QQW 回复@汉莎航空: 恩，很漂亮，制服也很灵(4月19 日 14:12)

靡靡噔噔：温柔的中国空姐，哈哈哈哈(4月19 日 03:47)

杰力马：你们汉莎可真棒，就弄这些大家都想不到但很好玩儿的体验~~~旅游行业内的人肯定都喜欢~ (4月19 日 17:30)

草_ ——儿：我参与了投票【【中国旅游金榜 最佳欧洲航空公司】】 http://t.cn/hdZzVy

“投给 汉莎航空（@ ”汉莎航空） 这1个选项(4月20 日 15:56)

北京朱木南：超赞一个 (4月20 日 15:16)

Fuzzy881223：转发微博。(4月20 日 11:06) 【原文为人人网星运测试 4月20 日 10:59】

Ben的博爱小屋：请问经济舱在正餐之间会 备有一些小食吗？ (4月20 日 11:05)

87版伪文艺小青年：可惜今年参加过终选了 ，有机会再去。 (4月21 日 11:51)

(4 21 麻团公主：终于汉莎围脖了 月 日13:35)

北纬三十五：赞(4月21 日 11:51) closer小尤：这个是单程的价格吗？有没有

往返特价的优惠呢？ (4月21 日 10:49)

jessica_dai：你将看到人山人海的阿姆斯特丹(4月22 日 17:00) …大野狼的美好时代：沙姐原来很馋嘴的说

嗷呜 (4月22 日 12:24)

…上官落寒：我想加了 (4月22 日 15:18) 陆嘉星LUKKASING：我去做!//@拗框饼饼：//@叶叶叶子rain:// @5_M1 : 转发微博4月22 日 10:46)

20110422 462 41 165 51

20110421 404 33 128 41

20110420 341 25 76 25

20110419 156 21 38 18

Daily Tracking@weibo.com/ lufthansa

20110418 97 17 15 15

ChallengeProvide cost-effective social media marketing strategy and execution solutions in support of 8 product launches • Engage key efluencers to deliver

authentic internet word of mouth (iWOM) through targeted social media communities

• Achieve high levels of consumer engagement

• Communicate key brand and product attributes to target audiences

GARNIER EFLUENCER ENGAGEMENT

SolutioneFluencer Engagement campaign comprised of profiling, selection, recruitment, engagement, sampling and moderation of the One9ninety network of beauty industry ‘da ren’ efluencers to generate authentic product reviews.

Results• 268 efluencer original reviews were naturally posted

471 times across various social web platforms for a total of 739 posts

• 2,100,000+ views• 7,881 views per post • 30 replies per post • Because the content was earned, authentic (i.e., not

paid editorial) and compelling, major women’s sites publishers such as Yoka or PC Lady recognized and rewarded Garnier efluencers’ coverage with over 12 valuable free homepage placements.

GARNIER EFLUENCER ENGAGEMENT

UK PAVILION DOUBAN SNS COMMUNITY

ChallengeAmong Chinese target audiences, generate awareness of UK culture (fashion, art, music, movies, literature, architecture), drive site traffic to a central UK Pavilion at Shanghai World Expo web property, build and manage e-community conversation and interaction.Generate positive online word of mouth to encourage foot traffic to UK Pavilion.

UK PAVILION DOUBAN SNS COMMUNITY

Solution Drive traffic to and help build and manage UK Pavilion community on Douban around cultural content and digital activities during Shanghai World Expo:• Pre-Opening Nicknaming Contest for UK Pavilion –

nickname the iconic UK pavilion building (“Pugongying”)

• “Best of UK” - showcase cultural highlights of UK (Fashion, Movies, Music, Literature)

• “Inspiration UK” – work with Neocha.com to curate and generate participation in visual artist (animation, graphic design) interpretation of UK music artist song to create new work of art with elements from both cultures.

• “Sustainable UK” – work with local enviro-NGO Greenovate to highlight UK commitment to sustainable development in social media.

Results• 334 posts generated across key social media platforms• 1,650,000+ views & 69,000 replies across key social

media platforms• 330,000+ page views of UK Pavilion Douban minisite• 42,000+ member registrations on UK Pavilion Douban

minisite (largest UK community on Douban)• UK Pavilion a Top 3 Expo destination site as measured

by foot traffic