1

Luxury Cosmetics Brand
Re-Nutriv Ultra Radiance Makeup

Overview

• / This brand engaged 10 Bilibili KOLs including 5 top-tier, 2 mid-tier and 3 micro in April to launch a series of long-form product testing videos of the Re-Nutriv Ultra Radiance Makeup SPF 15​
• / The 8- to 16-minute videos dictate the favorable stay-on results of the liquid foundation after 12-14 hours of application on the KOLs

Campaign Insight

• / Bilibili, which enjoys 30% y/y MAU growth to 110.4M in Q2/2019 and has over 80% of Generation Z audience, is the go-to-platform for generating product awareness using authentic testing videos that depict a user’s day-to-day journey
• / Top-tier KOLs essential in driving online discourse; Top 3 KOLs (all top-tier) account for nearly 75% of the total engagements accrued in the campaign​
• / The product is constantly out of stock in Korean and Chinese travel retail stores​

2

America Famous Beauty Brand
Candid foundation campaign

Overview

• / This brand lanched its new product – PhotoReady Candid foundation with 12 makeup shades in July 2019​
• / Engaged 9 Douyin KOLs; every KOL put trackable URL on their product window pages linking to Revlon’s official Tmall store

Campaign Insight

• / Engagement rate is 670% higher than Douyin’s average Q3/2019 KOL mention of beauty brands; hugely successful campaign with well-chosen selection of KOLs including 9 top-tier, 1 mid-tier and 1 micro
• / Six KOLs posted videos that combined humorous storylines with the liquid foundation to achieve high interaction, e.g. top-tier KOL’s video generated highest number of interactions – 1.4M – with strong engagement rate of 8.56%​
• / Hong Kong celebrity comedian Wong Cho Lam, who has 17.2M followers on Douyin, also posted a video to endorse the product and generated 431,242‬ engagements

3

French Luxury Brand
Product seeding

Overview

• / The brand launched in China via cross-border e-commerce and built awareness for its eye, lip and mascara products​
• / Micro, mid-tier and top-tier beauty influencers were engaged to create content on Weibo, RED and WeChat​
• / Focused on product seeding with limited sponsorship budget
• / PARKLU recommended a shortlist of the most relevant and best-performing KOLs, from over 1.2K+ interested influencers

Campaign Insight

• / Increased Media Value exposure by over 400%
• / Successive RED campaigns observed a noticeable decline in engagement rates for top-tier and mid-tier KOLs as the app modified its algorithms to limit traffic to sponsored content​
• / Micro-influencers on RED were more likely to achieve higher than average engagement rates (using 90-day averages)​
• / Weibo exposure would be better optimized with sponsored budgets to amplify and promote posts via Weirenwu

4

French Luxury Fashion Brand
Livestreaming event

Overview

• / The brand launched in China via cross-border e-commerce and built awareness for its eye, lip and mascara products​
• / Micro, mid-tier and top-tier beauty influencers were engaged to create content on Weibo, RED and WeChat​
• / Focused on product seeding with limited sponsorship budget
• / PARKLU recommended a shortlist of the most relevant and best-performing KOLs, from over 1.2K+ interested influencers

Campaign Insight

• / Increased Media Value exposure by over 400%
• / Successive RED campaigns observed a noticeable decline in engagement rates for top-tier and mid-tier KOLs as the app modified its algorithms to limit traffic to sponsored content​
• / Micro-influencers on RED were more likely to achieve higher than average engagement rates (using 90-day averages)​
• / Weibo exposure would be better optimized with sponsored budgets to amplify and promote posts via Weirenwu

5

French Perfume Brand
Long-term collaboration

Overview

• / The brand’s KOL strategy involved a multi-month engagement with five fashion and fragrance KOLs​​
• / The key objective was to build brand awareness for its newest fragrances, while also adhering to the brand’s niche appeal amongst fragrance aficionados​
• / To provide a rich content creation collaboration, the KOLs were invited to Paris to experience the founder’s favorite hot spots and visit the brand’s flagship store. Throughout the trip and for the following month, each KOLs created and shared several posts across WeChat, Weibo, and RED

Campaign Insight

• / Significant brand lift with Share of Voice increasing by 43% over the 8-month campaign period​
• / Media Value of KOL mentions over the period increased by over 300% compared to the prior eight months​​

6

Discount Beauty Online Store
11.11 sales Campaign​

Overview

• / The brand is an international e-commerce retailer focusing on skincare, makeup and fragrance products, ran an 11.11 Singles’ Day campaign to acquire new customers and grow sales from existing customers.​
• / Engaged 12 mid-tier and micro shopping expert KOLs to post 16 articles on Weibo, WeChat and RED.​
• / Provided product-specific recommendations for multiple brands selling on Strawberrynet with links to its website, and included discount codes exclusively for KOLs’ fans to redeem gifts for purchases above CNY 200.​

Campaign Insight

• / Weibo demonstrated the outstanding ability to generate brand awareness across 6.2M followers, accounting for 75% of total clicks.​
• / WeChat gained higher click-sales conversion generating 45 immediate orders, raking in 88% of total sales revenue among other platform KOLs.
• / Total engagements during campaign increased 12x month-on-month and 87% of sales revenue were contributed by new customers.​

7

Top Japanese Skincare Brand
Popup Shop Promotion

Overview

• / A top Japanese skincare was looking to build awareness with Chinese travelers about its exclusive skincare sets sold in Hong Kong
• / Mid-tier beauty and fashion influencers engaged to create content on WeChat, Weibo, and Xiaohongshu
• / Sponsored posts ranged from 3,000 to 10,000 RMB per post, plus product gifting (retail value 1,500 HKD)

Campaign Insight

• / KOLs product giveaways to fans generated higher than average engagement
• / The brand used PARKLU’s geo-filters to identify and invite Guangdong KOLs that could influence China Mainland travelers

8

American High-end Skincare Brand
Product Seeding Campaign

Overview

• / American high-end skincare brand sold at Sephora, JD.com, and Tmall
• / Beauty influencers gifted signature gel masks (retail value 388 RMB)
• / Majority of micro-influencers engaged with product seeding only, with a few sponsored posts paying less than 400 RMB

Campaign Insight

• / The campaign invitation on PARKLU attracted more than 270 beauty KOLs within 48 hours
• / Branding campaign with an emphasis on visually compelling images and tutorial content, which generated higher than average engagement

9

Australian Cosmetics Brand
Product Awareness Campaign

Overview

• / Australian cosmetics brand selling through e-commerce and over 40 stores in China​
• / Influencers gifted product (retail value of 168 RMB) for creating original content ​
• / Budget ranged from 100 to 2,500 RMB per post​
• / Over 200 beauty influencers opted-in to participate in the Red Earth campaign on PARKLU’s KOL marketplace​

Campaign Insight

• / Efficient and scalable: engaged 18 influencers in 2 weeks​
• / Brand engagement with fans: important to reply to followers’ comments and questions to convert sales​