HOW YSL STAR CLASH BECAME A HITSocial Performance Evaluation ReportOct 1 – Oct 31, 2016

Table of Contents

PART1. Lipstick Competition Landscape

- Who are the key players in Lip Makeup: Top 10 Lipstick Brands

- What Makes YSL Stood Out: Buzz Trend and Triggers Analysis

PART2. Zoom-in On YSL Star Clash Edition

- What is the Impact: Impact Overview

- Which Channel Amplified the Impact: Channel Analysis

- Who Amplified the Impact: Top Posts Analysis/KOL Identification

- How Netizens React: Sentiment Trigger Analysis

- How Star Clash Influenced Brand Image: Topic/Buzz/Sentiment Evolution

PART3. Summary & Insights

#1. LIP MAKEUP COMPETITION LANDSCAPEWho are the Key Players in Lip Makeup

What Makes YSL Stand Out

Who are the Key Players in Market?

• Despite dip in the whole Lip Category, YSL managed to increase by 33% in October and placed 3rd among competitors.• Dior and Giorgio Armani ranked top 2, with comment-driven campaigns on Forums being the major buzz trigger.

Dior - LipMakeup

Giorgio Armani -Lip Makeup

YSL - LipMakeup

Chanel - LipMakeup

Givenchy - LipMakeup

Guerlain - LipMakeup

M·A·C - LipMakeup

Estée Lauder -Lip Makeup

CPB - LipMakeup

Lancôme - LipMakeup

Sep 321,363 36,095 47,755 31,743 19,589 127,977 13,335 10,662 10,851 5,102

Oct 148,138 92,093 61,672 39,015 29,550 20,541 10,056 7,718 7,190 6,332

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50,000

100,000

150,000

200,000

250,000

300,000

350,000

Top Lip Makeup Brands Ranking – Total Buzz

624,472 422,305

Sep Oct

Monthly Comparison

-32%

3rd

Who are the Key Players in Market? – Without Forum Campaigns

• Excluding forum campaign buzz, YSL replaced Dior as the leader in Lip Makeup in October.

YSL - LipMakeup

Chanel - LipMakeup

Dior - LipMakeup

Givenchy - LipMakeup

Giorgio Armani -Lip Makeup

Guerlain - LipMakeup

M·A·C - LipMakeup

Estée Lauder -Lip Makeup

CPB - LipMakeup

Lancôme - LipMakeup

Sep 43,430 29,622 94,556 12,288 27,487 14,470 13,091 9,552 10,771 4,752

Oct 60,544 38,700 34,818 29,054 25,253 20,371 9,851 7,512 6,964 5,945

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

Top Lip Makeup Brands Ranking – Non-Forum Buzz

260,019

239,012

Sep Oct

Monthly Comparison

-8%

1st

What Made YSL Lip Makeup Stand Out

• Buzz volume of YSL Star Clash surged on October 19, triggering the peak of total YSL Lip mentions.• Within half a month’s time, Star Clash collection accounted for 20% of total YSL Lip product buzz.

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

Buzz Trend – YSL Lip Makeup vs. Star Clash Mentions

Star Clash YSL Lip Makeup

#2. ZOOM-IN ON YSL STAR CLASHWhat’s the Impact

Which Channels Amplified the Impact

When the Issue Burst Out

Who Amplified the Impact

How Netizens Reflect

How Star Clash Influenced Brand Image

What’s the Impact of YSL Star Clash – Overview

188MTotal Weibo Fans Reach

Total BuzzWeibo EngagementWeibo ReachWechat Engagement

Note:1. Weibo Total Engagement = Total likes + Total Comments + Total Shares2. Wechat Total Engagement = Total Reads + Total likes3. Weibo Total Fans Reach = Total no. of Fans reached by all weibo posts

384KTotal Weibo Engagement

12.3KTotal Buzz on Social Media

22.1MTotal WechatEngagement

Where to Amplify the Impacts – Top Channels Utilized by YSL

• Unlike forum campaign buzz composing more than 40% of total lip buzz in industry, Weibo & Wechat were spotted as the dominant channels for YSL Star Clash buzz, jointly contributing to 98% of total product mentions.

Weibo74.88%

Wechat22.40%

Forum1.37%

Blog0.73%

News0.59%

Reviews0.02%

Social Networking Sites

0.01%

Channel Type Breakdown- YSL Star Clash

Weibo43.84%

Wechat12.37%

Forum42.72%

Blog0.65%

News0.41%

Reviews0.02%

Social Networking Sites

0.01%

Channel Type Breakdown- Industry Lip Makeup Buzz

V.S.

Wechat Climax – Oct 17 to 26Sweeping over Wechat Moments +

YSL Star Clash as Perfect Gift for Girlfriend

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

Weibo + Wechat Buzz Timeline

Weibo Wechat

When the Issue Burst Out – Weibo & Wechat Zoom-in

• YSL Star Clash was not an instant success upon its launch in Sep, until the buzz peak aroused by Weibo share-driven campaign.• Mentions on Wechat first increased as public accounts covered the massive sharings of YSL Star Clash on netizens’ private moments;

meanwhile the product was soon positioned as a “must-buy” gift for ones girlfriend.

Emerging Stage – Oct 9 to Oct 17Product Introduction & Purchase Info Sharing

Weibo Climax –

Oct 17 to 21Lucky Draw

Closing Stage –From Oct 28

Netizens reflecting on the marketing

tactic

Who Amplified the Impact – Top 10 Weibo Posts• Nine out of top 10 Weibo posts being lucky draws, inviting netizens to follow the account and share the post for a chance to win the

YSL Star Clash lipsticks that were claimed to be “out of stock” and “difficult to buy” by purchase agent accounts.

Top 10 Title Name Share Comment Likes URL Post Type

1YSL2016圣诞限量口红[色] 6支星辰系列口红试色[赞] 一闪一闪点亮你的秋冬[心]关注我+转发@一位微博好友[围观]抽一位幸运宝宝[挤眼]送YSL星辰口红一支[礼物]

贵美人姚蜜蜜 39,101 12,452 13,285 [Link]Lucky Draw/ Swatch

2 看到大家都在转ysl星辰我也很方[摊手]不知道我的小仙女们有没有人送呢？没有的话我来吧～ 王小豆沙 44,972 12,233 4,764 [Link] Lucky Draw

3【YSL星辰】我发大招了啊，关注+转发@白菜挖抽五位宇宙最幸运的人类每人四根YSL星辰口

红！！白菜挖 32,175 8,897 7,503 [Link] Lucky Draw

4一闪一闪亮晶晶[太开心]YSL星辰福利第二波[礼物]

关注我+转发@一位微博好友[围观]抽6位幸运宝宝[兔子]各送YSL星辰口红一支[爱你]贵美人姚蜜蜜 20,969 4,736 5,474 [Link] Lucky Draw

5#Sayi分享#【关注＋转发送整套YSL星辰口红】趁本宝宝生日，给大家来一发超豪华福利，关注

我并转发，抽一位送全套星辰附YSL圣诞限量星辰系列试色哦～#试色手帐#Sayi酱 12,709 3,996 2,099 [Link]

Lucky Draw/ Swatch

6关注评论+转发并@3位好友，就有机会获得我这次准备的blingbling大奖✨现金红包1888元（抽

1名） YSL星辰口红（抽3名）郭紫欣-- 13,187 2,131 810 [Link] Lucky Draw

7“大半夜的心血来潮给你们试色～这几款口红都是我最近的新宠！！按顺序第1款 YSL 201 第二

款3CE DUBIOUS 第三款CL casanovela第四款3CE RUM 第五款 YSL圣诞限量星辰款52Z_子晴 1,017 2,859 6,878 [Link] Swatch

8 是不是被ysl星辰刷屏了[二哈]我自己也控制不住啦男朋友不送你没有关系我送你一套 QMoliQ 7,500 2,339 824 [Link] Lucky Draw

9 肉肉准备了一份超超级大礼送给大家：YSL星辰什么的买不到？肉肉送给你。 Mind英国Deal 5,224 1,761 204 [Link] Lucky Draw

10 10月21日，也就是周五晚上，从@微博抽奖平台抽一位钢丝球送YSL星辰唇膏52号，祝大家好运！ bontgor塔塔 3,960 1,324 340 [Link] Lucky Draw

Who Amplified the Impact – Weibo KOL Evaluation

• Engaging accounts highlighted all being purchase agents who posted lucky draws, while media/informative accounts with

wide fans base observed with minimal interactions.

Engaging Accounts yet with Niche Fans Base

Influential Accounts yet with less interaction

Axis intersected atAvg. Total Engagement of Top 30 KOLs: 10.3KAvg. Fans Base of Top 30 KOLs: 2.2M

贵美人姚蜜蜜

王小豆沙

白菜挖

我Hold不住了美图秀秀

时尚芭莎北美省钱快报

Sayi酱Z_子晴郭紫欣--

QMoliQ

粤蒲粤好玩

Fashion-Planet

瑞丽网黑客师

-

20,000

40,000

60,000

80,000

100,000

120,000

- 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000

Rel

eva

ncy

–To

tal E

nga

gem

en

t

Reach – Fans Base

Top 30 Weibo KOLs Positioning Map

Who Amplified the Impact – Top 10 Wechat Posts• Four out of Top 10 Wechat posts related YSL Star Clash with romantic relationship, where purchase intention was transformed into a

love test between couples. Yet, half of them questioned the twisted values behind.

Top 10 Title Name Reads* Likes URL

1 你凭什么要男人给你买YSL？ 喝完这一杯黄汤再走 100,000+ 1,989 [Link]

2 30年来最时尚的国产大剧，我只服《西游记》 深夜发媸 100,000+ 1,705 [Link]

3 大家好，我是YSL，这是我的朋友圈 深夜发媸 100,000+ 1,556 [Link]

4 YSL星辰方管丨16年颜值最高的口红，美出天际 奥莱海淘Atlsmall 100,000+ 1,391 [Link]

5 口红我买得起，但还是想让你送我 芥末微报 100,000+ 764 [Link]

6 不买口红就分手的姑娘，活该找不到男朋友！ 杜绍斐 100,000+ 472 [Link]

7 圣诞限量 彩妆圣诞限量来袭，请捂住钱包谨慎观看 买买菌 100,000+ 274 [Link]

8 为什么都去买YSL星辰？是这些秋冬唇膏不够美吗？ 小红书App 100,000+ 160 [Link]

9 闪闪惹人爱的不止YSL，连直男也无法抗拒真正美的东西原来是它！ 最潮创意 100,000 703 [Link]

10 2017新款包包大盘点 比起YSL星辰，这些包包难道不更好看吗？ 买买菌 99,430 104 [Link]

How Netizens Reflect – Sentiment Triggers

• The social phenomenon of asking present from boyfriends, among which only 16% netizens were fond of the idea,

was the key discussion trigger and made the product feature overshadowed eventually.

Buzz % Key Neutral Mentions

48%Comments on the trend of asking Star Clah with boyfriends

26% Campaign post

12%Side Mentions to promote other products

7%Purchasing agents’ promotions

亚里士小驿说： 她们并不是多稀罕所谓的口红她们真正在意的是对方的反应在恋爱中，那份被对方在乎着的感觉、被爱着的感觉！ [Link]

关注我+转发@一位微博好友[围观] 抽6位幸运宝宝[兔子] 各送YSL星辰口红一支[爱你] [Link]

#血拼达人养成计划#，别再跟风YSL星辰唇膏啦，这8款才是你的必买清单！，http://t.cn/RVWXF7C [Link]

18.4% 77.5% 4.1%

Sentiment Towards YSL Star ClashPositive

Neutral

Negative

Reactions towards

such Value

46% Neutral

38% Negative

16% Positive

如果不出意外，我这里可以买到香奈儿154唇釉，圣罗兰星辰系列和雅诗兰黛圣诞限量套装…有意向的可以加我微信哟 [Link]

How Netizens Reflect – Sentiment Triggers (Cont’d)

• In addition to the most mentioned package and color in positive and negative buzz, some netizens deemed the marketing strategy, as well as concerns of buying fake products affected YSL’s brand image.

18.4% 77.5% 4.1%

Sentiment Towards YSL Star ClashPositive

Neutral

Negative

Buzz % Key Positive Mentions

63% Package

32% Color

22% Pigmentation

11% Hydration

Buzz % Key Negative Mentions

67% Package

36% Normal Colors

10%Affect the brand image

10% Fake products

YSL的口红一直颜值就很高，特别是这

次的限量版星辰包装简直是太吸睛，膏体上也有星星，光是看着都觉得心情好好！放在梳妆台上，感觉被星光点亮。[Link]

经典正红色，完全不暗红，不橘红，不洋红，也不带任何偏光。这是带着丝缎般光泽的正红，擦上后就是美如夜间的星辰，让人过目难忘[Link]

质感：方管都是很顺滑的，比较滋润也显色，尤其是涂多层的时候，单层有点透。[Link]

我并不觉得好看啊 反而觉得Chanel新出的唇釉磨砂质地的好看 [Link]最近刷爆朋友圈的YSL星辰口红创意不是抄袭我们金角大王吗？[Link]

ysl这一波估计会损失很多粉丝……过度营销现在连我这种口红控都看了恶心每年每家大牌都有圣诞新品 但是从来没有哪一个像星辰系列让我恶心 [Link]

YSL星辰长草的点是什么.... 颜色都是出过的旧颜色.... [Link]不明白为什么ysl星辰系列为什么这么火，膏体颜色没有一个好看的！[Link]

现在ysl星辰放出来的货很少，至少法国没开售[拜拜]市面上很多假货，大家

小心了，别被营销骗了，其实跟普通款颜色一样的，只是包装而已 [Link]

除了延续金管的极高显色饱和度之外，还添加了更多保湿的成分，让你的双唇在性感美艳的同时还悄悄地被滋润[Link]

How it Influenced Brand Image – Topic Evolution

• Focus of netizens’ discussions shifted from foundation products to YSL Star Clash.• YSL intensified the strength in lip makeups, as discussions of other YSL lip products were also triggered.

Buzz Cluster – YSL Sep Total Buzz Buzz Cluster – YSL Oct Total Buzz

Foundation-related keywordsLip makeup-related keywords

How it Influenced Brand Image – Buzz & Sentiment Evolution

• YSL Star Clash being heatedly discussed failed to boost the overall social performance of YSL brand, as the forum campaigns in promotion of YSL cushion in Sep created bigger noise than the marketing of Star Clash in Oct.

CPB,NSR: 58.62,

Buzz: 21,849

Chanel,NSR: 68.63,

Buzz: 178,082

Dior, NSR: 65.5,

Buzz: 236,511

Estée Lauder, NSR: 60.45,

Buzz: 88,257 Giorgio Armani,

NSR: 67Buzz: 338,496

Givenchy, NSR:60.89,

Buzz: 42,376

Guerlain, NSR: 65.16,

Buzz: 36,673

Lancôme,NSR:: 40,

Buzz: 153,471

M·A·C,NSR: 35.93,

Buzz: 21,842

YSL Oct, NSR: 63.05,

Buzz: 207,184

YSL Sep,NSR 76.75,

Buzz: 441,771

0

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20

30

40

50

60

70

80

90

0% 5% 10% 15% 20% 25% 30%

NSR

SOV

Social Media Equity of Top Lip Makeup Brands

#3. SUMMARY & INSIGHTS

Summary & Findings

1.

2.

3.

Hunger Marketing and framing Star Clash purchase as a love test resulted in the burst out of social buzz• Weibo buzz peak triggered by share-driven lucky draws initiated by purchase agents, who emphasized that

Star Clash were “very difficult to buy” and “out of stock” everywhere.• Wechat official accounts claimed that YSL Star Clash swept netizens’ moments, and further framed the

purchase as whether a man loved his partner or not, successfully arousing discussions on social media. Thereinto, the most engaging Wechat post pointed out the twisted value behind.

YSL Star Clash drove 20% of YSL Oct Lip mentions within half a month• Excluding forum campaigns, YSL dominated the category, peaking on Oct 19 as netizens actively participated in Weibo

lucky draws where Star Clash lipsticks were given out as prizes.• Weibo and Wechat constituted 98% of YSL Star Clash mentions. Although Weibo more than tripled Wechat in buzz

volume, total Weibo engagement merely accounted for 2% of total Wechat Engagement, indicating the significance of Wechat.

The Hit of YSL Star Clash failed to boost overall social performance of the brand• Neutral Sentiment occupied about 80% of Star Clash mentions, half of which being discussions about asking ones’

boyfriend for Star Clash lipstick. This not only overshadowed the product itself, but also received disapproval on such values being promoted.

• Both packaging and shade of Star Clash edition received diverse sentiments, while a few netizens maintained such over-marketing caused damage to the luxury image of YSL beauty.

• YSL Star Clash failed to level up total brand mentions, as the forum campaign on YSL Cushion alone triggered 34K buzz in September, creating far bigger noise than Star Clash.

Key Observations & Insights

Key Observations

Chinese netizens are familiar with products launched worldwide, and have special craze for “limited” editions.

Opportunists see gap between supply and demand, thus amplifying via purchase agents/marketing accounts.

*Old-Fashioned Social Topics used to arouse discussions on social media.

Negative Impacts casted on the brand as netizens disapproved over-marketing, as well as have less faith in product authenticity.

Key Observations & Solutions

Solutions

Understand Your Audience:- What they need- What they like- What they are talking about

Consistently detect the pulse of the ever-changing market to know what is happening.

Response timely and properly at early stages

#4. APPENDIXGlossary

Glossary

TERM DEFINITION

Buzz Number of mentions/posts.

Buzz Clusters The Buzz Clusters illustrate the top themes that are most mentioned in the posts.

Category This refers to the highest level referencing a logical grouping. A category may contain one or more subjects.

Channel A source being monitored for posts. Examples are forums, reviews, blogs, etc.

Influence ScoreThe influence score weights the importance of the author/commenter within his/her channel. The score is within the range of 0 to 100.

Keyword A keyword is used as a search term in the matching process to tag posts to the associated subject.

Sentiment Scale Very Negative, Negative, Neutral , Positive Very Positive

Social Media EquityA chart unique to Brandtology that indicates the Social Media Equity of the subject in relation to othersubjects for comparison across influence, sentiment buzz.

Voice An author creating the post or a commenter that made a comment.

Voice GrowthThe Voice Growth chart shows the number of unique voices per day that have grown during the time period. This provides an indication of a “viral” growth type of view to show how more people are mentioning about the subject.

*Total comments is based on actual number of posts from significant conversations elaborated in the report

*No. of netizens is based on posts captured by keyword matches only.

QUANTIFIER (COMMENTS) NO. OF COMMENTS

Small Below 200

Medium 200 - 400

Large Above 400

QUANTIFIER (NETIZENS) PERCENTAGE

All 100%

Most 90-99%

Majority 51-89%

Many 40-50%

Some 20-39%

Few 19% or less

Thank You!For more information：EVELYN CHENBusiness Director–Isentia SocialT+86 21 6140 6009 ex 8683 Eevelyn.chen@isentia.com