fan bingbing

Influencer
marketing
Analysis
What’s the effect on brands when
their influencer has scandal?

* Sourced from PARKLU.com, Data Monitor: 2017.1- 2018.10

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Featured
Brands

PARKLU selected the top 7

brands sponsoring Fan Binging.
We measured the attention and
Data sentiment based on influencers
mentions, audience reach, social
Tracking engagement, and total media
value.

Using PARKLU’s analytics

platform, we are able to monitor
the activities levels of our
40000+ influencer and celebrity Data
data-base across 12 social
media platforms. Analysis

PARKLU’s analytics tool allows

users to identify trends, monitor
performance, and export
customer sentiment via
Evaluation influencers’ online activities.

PARKLU’s expert team of

market analysts interpret the
data into actionable findings for
industry leading brands.
Super Star and Sales Conversion Queen, Fan Bingbing, has been a top
pick for brands with big budgets seeking a celebrity endorsement. Fan is
known to have tremendously positive impact on sales for her brand

SALES
sponsors. In the last two years, Fan Bingbing has endorsed 122 brands.
Total sponsorship fees paid to Fan Bingbing have reached a staggering 2
billion RMB, with the highest single sponsorship fee being 28 million RMB.

Fan Bingbing’s celebrity status and ability to sell is irrefutable. It is not

uncommon for products to sell out the moment she makes an
endorsement, because of this, many brands will increase prices before a

CONVERSION
Fan Bingbing promotion.

This summer, Fan Bingbing dealt with a public scandal after accusations of
tax evasion. We wanted to know how this scandal would effect her
image among influencers and consequences it might have for the
brands she endorses.

PARKLU selected the top seven brands which were sponsoring Fan
Bingbing at the time of the scandal. We measured activity correlations and
sentiment from influencers and their audiences based on mentions, reach,
engagement, and text analysis. QUEEN
THE BRANDS
2017 ENGAGEMENT PERFORMANCE
Q1 Q2 Q3
170,000 11,000,000
280,000

113,333 186,667 7,333,333

56,667 93,333 3,666,667

0 0
0 Fan bingbing
Fan bingbing Fan bingbing

12,000 40,000 40,000

8,000 26,667 26,667

4,000 13,333 13,333

0 0 0
ReFa

MONT BLANC

Swisse

Louis Vuitton

Adidas

L'Oreal

Guerlain

ReFa

MONT BLANC

Swisse

Louis Vuitton

Adidas

L'Oreal

Guerlain

ReFa

MONT BLANC

Swisse

Louis Vuitton

Adidas

L'Oreal

Guerlain
January February March April May June July August September

Unit: Per Engagement * Sourced from PARKLU.com, Data Monitor: 2017.1- 2017.9
2018 ENGAGEMENT PERFORMANCE
Q1 Q2 Q3
1,300,000 2,000,000
4,000,000

866,667 2,666,667 1,333,333

433,333 1,333,333 666,667

0 0
0 Fan bingbing
Fan bingbing Fan bingbing

300,000 500,000 5,000

200,000 333,333 3,333

100,000 166,667 1,667

0 0 0
ReFa

MONT BLANC

Swisse

Louis Vuitton

Adidas

L'Oreal

Guerlain

ReFa

MONT BLANC

Swisse

Louis Vuitton

Adidas

L'Oreal

Guerlain

ReFa

MONT BLANC

Swisse

Louis Vuitton

Adidas

L'Oreal

Guerlain
January February March April May June July August September

Unit: Per Engagement * Sourced from PARKLU.com, Data Monitor: 2018.1- 2018.9
CORRELATION

MONTBLANC
& SWISSE
Highly Correlated with FBB
Australian vitamin brand, Swisse, announced Fan
Bingbing as its brand ambassador in September 2017.

April 2018, Fan Bingbing became the Global Brand

Ambassador of Mont Blanc.
CORRELATION
The 2018 correlation between FBB’s post engagements and her endorsement brands

Swisse Mont Blanc Adidas L'Oreal Guerlain ReFa Louis Vuitton

21% 9% 9% 5% -10%
81% 79%

* Sourced from PARKLU.com, Data Monitor: 2017.1- 2017.10

SWISSE ANALYSIS

CORRELATION SENTIMENT
Using PARKLU’s Analytics tool, we were able to determine a strong We sought to identify any negative

80.7% correlation between Fan Bingbing and Swisse. However, after June 2018,
the correlation dramatically decreased. 5% impact on Swisse from Bingbing’s
scandal. There was a 5% negative
sentiment increase detected in Q3.

Fan Bingbing Swisse + Fan Bingbing Engagement Data Range: 2018.1- 2017.10

4000000
POSITIVE VS NEGATIVE SENTIMENT
3000000 Q1 Q2 Q3
5%

2000000
Swisse Swisse Swisse

100% 100% 95%

1000000

0
Jan Feb Mar April May June July Aug Sep Oct Positive Negative Data Range: 2018.1- 2017.10
LOUIS VUITTON ANALYSIS

CORRELATION SENTIMENT
Using PARKLU’s Analytics tool, we were able to determine a negative We sought to identify any negative

-10% correlation between Fan Bingbing and Louis Vuitton.

1% impact on Louis Vuitton from
Bingbing’s scandal. There was no
negative sentiment increase.

Fan Bingbing Louis Vuitton + Fan Bingbing Engagement Data Range: 2018.1- 2017.10

4000000
POSITIVE VS NEGATIVE SENTIMENT
3000000 Q1 Q2 Q3
1%

2000000 Louis Louis Louis

Vuitton Vuitton Vuitton

99% 100% 100%

1000000

0
Jan Feb Mar April May June July Aug Sep Oct Positive Negative Data Range: 2018.1- 2017.10
2017 POSITIVE VS NEGATIVE SENTIMENT
The percentage of positive vs negative sentiment among Chinese influencers in 2017

Positive Posts

Negative Posts

Unit：Posts
7% 1%

Mont- Louis
Q1: ReFa blanc Swisse Vuitton Adidas L'Oreal Guerlain Fanbing
bing

100% 100% 100% 100% 93% 100% 100% 99.0%

1% 14% 2%

Mont- Louis
Q2: ReFa blanc Swisse Vuitton Adidas L'Oreal Guerlain Fanbing
bing

100% 100% 100% 99% 86% 100% 100% 98.0%

2%

Mont- Louis
Q3: ReFa blanc
Swisse
Vuitton Adidas L'Oreal Guerlain Fanbing
bing

100% 100% 100% 98% 100% 100% 100% 99.6%

* Source from PARKLU.com, Data Monitor: 2017.1- 2018.9

2018 POSITIVE VS NEGATIVE SENTIMENT
The percentage of positive vs negative sentiment among Chinese influencers in 2018

Positive Posts

Negative Posts

Unit：Posts
3% 1% 2% 2%

Mont- Louis
Q1: ReFa blanc Swisse Vuitton Adidas L'Oreal Guerlain Fanbing
bing

97% 100% 100% 99% 100% 98% 98% 99.7%

Mont- Louis
Q2: ReFa blanc Swisse Vuitton Adidas L'Oreal Guerlain Fanbing
bing

100% 100% 100% 100% 100% 100% 100% 99.6%

8% 5% 3% 1%

Mont- Louis
Q3: ReFa blanc
Swisse
Vuitton Adidas L'Oreal Guerlain Fanbing
bing

92% 100% 95% 100% 100% 100% 97% 98.9%

* Source from PARKLU.com, Data Monitor: 2017.1- 2018.9

WAS THE SCANDAL REALLY NEGATIVE?
Signing a celebrity or an influencer is always a risk and brands have to accept
that. It also means making the right choice is a serious decision. Sponsorship of
high profile personalities can lead to massive increases in a brand’s profile,
while increasing sales of their products or services – that’s as long as nothing
goes wrong, which unfortunately, sometimes it does.

Public opinion of a brand and its products matters enormously these days, and
most of the brands on our list were forced to drop sponsorship of Fan Bingbing
as they rightfully feared a public or governmental backlash. A brand’s reputation
is built on how it is perceived by the general public. The problem with celebrity
and influencer sponsorship is that the brand has no control over the actions of
the sponsored person.

As a sponsor, brands’ first job when a scandal breaks is to find out what
actually happened. Brands have to be certain that what happened wasn't
illegal. If it was, then it's vital to drop the relationship quickly. At a time when
brand responsibility is so important, brands can't afford to do otherwise. An
indiscretion is one thing, but doing something illegal is quite another.

Brands who use celebrities or influencers have to recognize that it's a

partnership. Should a scandal occurs involving a sponsored celebrity or
influencer, there should be some willingness to roll with the punches.
Sometimes a situation can be turned to an advantage. Look at Fan Bingbing’s
sentiment analysis, this actually looks like a missed opportunity for some of her
sponsored brands to stick by her and her fans during hard times. Obviously,
had she been prosecuted, it would have been a different story.

Fan Bingbing is loved in China, and PARKLU’s data shows that. When Fan
Bingbing apologized, her fans’ natural instinct was to forgive her. But it does
emphasize how important the celebrity and influencer selection process is.
Whoever is chosen affects a brand’s values so it's vital to pick somebody who
shares them.
THE BREAK

It's vital that brands keep a pulse

keep a pulse on
on the internet’s elite. Constantly
monitoring celebrities and the internet’s

elite
influencers’ social media activity
with Influencer Analytics from
PARKLU.
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.com * Source from PARKLU.com, Data Monitor: 2018.1- 2018.3