Dove Chocolate Celebrity Content & KOL Amplification in China

/Dove Chocolate Celebrity Content & KOL Amplification in China

Dove Chocolate Celebrity Content & KOL Amplification in China

Dove Chocolate @德芙悦时刻 leveraged a much less common approach to KOL marketing, using KOLs to amplify the distribution of celebrity endorsement content. Dove started by collaborating with celebrity Liying Zhao @赵丽颖. Liying sang the jingle for Dove’s new animated short music video. Dove used KOLs like @小Kiee, @Liensa小乖乖, @心事街邮局, @小西al, @可涵lyn, and @kss486 to amplify the distribution of the music video. Hashtag #德芙酸奶巧克力# (Translation: Dove Yogurt Chocolate) generated 88.25M views and 855K discussion on Weibo. Last week, 11 influencers mentioned Dove in 12 posts, generating ¥720K in social media engagement value.

By | 2017-11-14T11:52:15+00:00 November 14th, 2017|0 Comments

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