IMG  &  Tencent  Strategic  Business  Partnership  -­‐  MBFWA  2014  Official  Report  

IMG  Tencent  Partnership

In  April  2014,   IMG  and  Tencent  announced  a   long  term   strategic   business   partnership   to   bridge   the  cultural   and   economical   gap   between   the   global  fashion  industry  and  China.      Mercedes  –  Benz  Fashion  Week  Australia  2014  was  the   first   IMG   Fashion   Week   the   Partnership  introduced   to   Tencent’s   798   million   acTve   users  and   the   most   celebrated   couture   designer   in  China,   Lan   Yu   became   the   first   Chinese   fashion  designer   to   show   in   Australia   under   the    Partnership’s  ‘Talent    Exchange  Program’.  Lan  Yu’s    debut   collecTon   at  MBFWA  was   featured  both   in  and   on   the   cover   of   China   Vogue’s   July   2014  ediTon.   Tencent  promoted  MBFWA  2014  on  Tencent’s  mulTple  digital  and  social  media  pla]orms  including  QQ.COM  and  Tencent  Weibo.      This  report  delivers  the  excepTonally  successful  media  reach  results.  

No. Resources Location

Format Units Currency Price/Unit Total

1 QQ AIO - Fashion Words Link 2 RMB 1,200,000

￥5.61 million

AUD

880000

2 QQ Front Page - Fashion Words Link 4 RMB 400,000

3 Tencent Fashion- Front Page – Key Picture

Picture & Words

2 RMB 100,000

4 Tencent Fashion- Front Page – Video

Picture & Words

5 RMB 60,000

5 Tencent Fashion- Front Page –Fashion Daily

Picture & Words

1 RMB 60,000

6 Tencent Weibo – Account Homepage - banner

Picture & Words

4 RMB 200,000

7 Tencent News APP - Fashion

Special Column

1 RMB 250,000

Tencent’s  Investment  Summary

QQ AIO – Fashion – Words Link

QQ - Front Page – Words Link Tencent Fashion-Front

Page-Key Picture

Tencent News APP-Fashion-Special

Column

Tencent Fashion-Video Section -

Pic&Words

Tencent Fashion-Fashion Daily -Pic&Words

Tencent Weibo – Account Homepage - banner

Tencent’s  Allocated  Advertising  Resources

Tencent   Fashion   reported   MBFWA  2014   in   a   real   Tme   manner   and  broadcasted  35  official  runway  videos  on   Tencent’s   qq.com   and   made   the  high   quality   content   available   to  smart   phone   users   as   well     which  reached   ten’s   of   millions   of   Chinese  consumers.  

Video Content

   MBFWA  2014  official  videos： h#p://fashion.qq.com/zt2014/shipinji/index.htm    

MBFWA  2014Official  Runway  Videos

Tencent   Fashion  broadcasted  3  bespoke  videos   and  35  official  MBFWA  2014  runway  videos.  The  videos  generated  over  10  million  views  and  the  traffic  is  sTll  rising  12  weeks  aber  the  event.

MBFWA  2014Official  Runway  Videos

Tencent  Weibo  is  the  social  media  network  which  has  the  largest  populaTon  of  Chinese  neTzens.   UnTl   Dec   2013,   its   registered  accounts   went   over   700  million,   and   daily  acTve   accounts   were   nearly   80   million.  User’s   Weibo   account   is   shared   with  another   two   massive   social   sobware   (i.e.  WeChat,  and  QQ),  which  can  cover  most  of  the  whole  Chinese  populaTon.      

MBFWA  Official  Tencent  Weibo  Account

Tencent Weibo

MBFWA  official  Weibo  account  was    registered  on  6  April  2014,  followers  increased  to  413,516  over  a  period  of  six  weeks,  and  it  produced  27  original  content  posts,  which  were  shared  2520  Tmes,  and  generated  over  2  million  views.  

MBFWA  Official  Tencent  Weibo  Account

IMG   and   Tencent   invited   and   sponsored   the   most   celebrated   couture  designer  in  China  to  become  the  first  Chinese  fashion  designer  to  show  at  MBFWA.    This  strategy  and  tacTcal   implementaTon  successfully   leveraged  Lan  Yu’s  influence   as   a   celebrity   designer   to   engage   with   millions   of   Chinese  consumers.  It  created  a  inTmate  link  that  helped  the  Chinese  audience  to  idenTfy   with   a   foreign   and   long   distance   event   through   a   ‘home-­‐grown  talent’  story.    LAN-­‐YU  has  over  1  million  social  media   followers  on  Tencent  Weibo  and  many   of   her   followers   are   media   influencers   and   celebriTes.   LAN-­‐YU  shared  her  MBFWA  experiences  via  Tencent  Weibo  and  her  story  became  the   touch  point   for  millions  of  acTve  social  media  users  and  made   them  curious  about  the  wider  environment  and  events  at  MBFWA  2014.

Chinese  Designer/Influencer  –  Lan  Yu

Celebrity Influence

Lan  Yu  feature：hjp://fashion.qq.com/zt2014/shizhuangzho/index.htm  

T e n c e n t   F a s h i o n  produced   a   bespoke  video  which   documented  LAN-­‐YU’s   pre   MBFWA  2014  preparaTon.      The   video   generated  833,984  views.        

Chinese  Designer/Influencer  –  Lan  Yu

hjp://v.qq.com/cover/1/15l4rjzalw62d8l.html?vid=g01277mtu24  

 MBFWA  2014  was  promoted  through  Tencent  Weibo  pla]orm  via   three  main  accounts:  @Tencent  Fashion,  @Australian  Fashion  Week  (MBFWA  official  Tencent  Weibo  account),  @LAN-­‐YU,  which   generated  13900   shares,   26  million   conversaTons  and  over   49  million  views.  

Media  Reach

Tencent   Fashion   official   Weibo   account   produced   15   original  content  posts  promoTng  MBFWA  2014  which  generated  4376  shares    and  13  million  views.  

Media  Reach

MBFWA  official  Tencent  Weibo  account’s  LAN-­‐YU  post  generated  1674  shares  and  over  1.6  million  views.  

Mercedes-­‐Benz   China   InternaTonal   Fashion  Week   official   account   reposted   the   MBFWA  official   Tencent   Weibo   account’s   LAN-­‐YU   post  and   shared   a   comment   on   MBFWA   official  Tencent  Weibo  account.  

Media  Reach

LAN-­‐YU  shared  her  personal  experiences  at  MBFWA   2014   and   in   Sydney   through   15  original  content  posts,   including  the  show,  her   feelings,   interesTng   cultural   insights  and   loving   her   stay   in   Sydney.   Lan   Yu’s  posts  generated  7014  shares  and  33  million  views.  

Media  Reach

Chinese   Designer   LAN-­‐YU’s   first   show   in   Australia   at   MBFWA   2014   was   widely  reported  by  both  Chinese  and  Australian  news  media.  SYDNEY  MORNING  HERALD  reported   the   show   together   with   2   other   Australian   newspapers.   Chinese  newspaper  ‘CANKAOXIAOXI’  and  mulTple  other  naTonal  first  class  newspapers  and  29  media  channels  reported  the  event.  

Media  Reach

Alongside   Tencent’s   offical  Weibo   channels   and   Chinese   designer   Lan   Yu,  over   24   celebriTes   from   media/fashion/styling/health/animaTon  industries,   including   the  number   1   Chinese   talk   show  host,   Yang   Lan   (the  Chinese  Oprah  Winfrey),  plus  more  than  10  top  Ter  fashion  media  including  Vogue  China  all  reported  the  inaugural  IMG  TENCENT  project.  

China Celebrity & Entrepreneur @ Lan Yang

VP & Publisher of OFFICIAL@ Hong Su

Mercedes-Benz China International Fashion Week Official Account

VOGUE and other first-class fashion media accounts forwarded the Weibo from Tencent Fashion

ì  THANK  YOU! Tencent  Fashion