衡量中国名人与电视赞助的有效性（英文版）_28页_4mb

Summary of the R3 White Paper: Measuring the Effectiveness of Celebrity & TV Sponsorships in China

Core Content

This report explores the growing trend of influencer and variety show sponsorships in China, focusing on how brands can effectively leverage celebrity and program partnerships to engage with young consumers and drive business outcomes. R3 has developed a proprietary index to measure the effectiveness of these strategies, considering factors such as popularity, activity, commercial value, and social label.

Main Points

• Celebrity Marketing in China:

  • Brands increasingly use celebrities and KOLs to connect with younger audiences.
  • Celebrities like August Cai Xu Kun, Lu Han, and Jackson Yee from TF Boys have strong fan bases and are popular choices for brand collaborations.
  • Marketers should consider the alignment of a celebrity’s identity with the brand’s goals and values.

• Levels of Celebrity Collaboration:

  • There are four levels of celebrity collaboration: A (deep integration), B (special scene), C (high frequency), and D (limited exposure).
  • Most brands are currently at the C and D levels, with few achieving the higher A level of deep collaboration.

• Celebrity Influence Index Methodology:

  • The index is based on external data such as Baidu Index, Weibo Follower, and Toutiao.
  • It evaluates a celebrity's popularity, activity, commercial value, and social label to determine their effectiveness in brand promotion.

• Top 20 Celebrities (Jan–Jun 2018):

  • The top 10 celebrities include Lu Han, Zhao Liying, Dilireba, and others.
  • Each celebrity has a unique social label and brand relevance that affects their effectiveness in sponsorship.

Case Study: Zhou Dongyu (周冬雨)

• Brand Collaborations:

  • Zhou Dongyu has collaborated with brands such as The Luxury Collection, Starwood Hotels & Resorts, and I♥RIO.
  • Her role as an actress and her artistic identity make her a strong fit for brand storytelling and content creation.

• Key Success Factors:

  • Sponsorships are a good match for the celebrity.
  • Relevance to the culture and target audience.
  • Potential to activate fans and drive purchase intention.

• Best Practices:

  • Integrating the celebrity’s real-life identity into branded content.
  • Creating authentic stories that connect with the audience.
  • Using interactive mechanisms to involve and reward fans.

Program Sponsorships in China

• Trend in Variety Shows:

  • Variety show sponsorships are becoming more popular, similar to Western sports sponsorships.
  • Shows like Produce 101 have high audience engagement and offer multiple sponsorship levels.

• Levels of Program Sponsorship:

  • A: Innovative, well-integrated, strong link to business goals.
  • B: Special scene designed for the brand, strong brand exposure.
  • C: High frequency exposure, relatively rigid placement.
  • D: Limited exposure, weak brand-show connection.

• Top Variety Shows (Q1–Q2 2018):

  • Produce 101 is one of the top shows, with high audience ratings and engagement.
  • Other shows like The Luxury Collection and I♥RIO have also shown strong performance.

Case Study: Produce 101

• Sponsorships:

  • OPPO is the primary sponsor, with extensive brand exposure through TVCs, ads, and voting channels.
  • Little Red Book, Tencent, Zhong Hua, and others have also partnered with the show.

• Key Strategies:

  • Creating voting channels and integrating brand content into the show.
  • Developing IP derivative products to drive revenue and engagement.
  • Leveraging the show’s popularity to create viral content and social buzz.

• Best Practices:

  • Tailoring branded content to align with the show's themes and the celebrity's identity.
  • Engaging fans through interactive mechanisms and social activity.
  • Utilizing the show's platform to create a comprehensive brand presence.

Conclusion

• Challenges and Opportunities:

  • The entertainment market in China offers many opportunities for brands to invest.
  • However, measuring effectiveness and ROI remains challenging due to the lack of established standards.
  • Brands need to focus on creating authentic, relevant content and engaging fans through interactive and strategic approaches.

• Recommendations:

  • Brands should move beyond superficial collaborations to achieve deeper integration with celebrities.
  • Utilize variety shows as a platform for creating engaging, viral content.
  • Focus on the cultural relevance and audience engagement when selecting sponsors.