Last Friday, ELLE @ELLE partnered with JD Fashion @京东时尚 for the 10th annual ELLE Style Awards. ELLE Style Awards are known as the "Fashion Oscars" of China. More than a thousand senior brand executives and fashion KOLs attended the event, including dozens of top celebrities like @angelababy, @李冰冰, and @刘雯. The event was
"Hello, My Name is Paul Smith" is a touring exhibition showcasing Paul Smith's @PaulSmith保罗史密斯 journey in building the company. The exhibition is an impressive example of experiential marketing that compels visitors to self-produce content for social media sharing. Paul Smith invited model @塔林夫Atom and travel blogger @左边风马 to attend the event's opening. Hashtag #hellopaulsmith# has racked up 18.2M impressions on Weibo.
FENDI @FENDI opened a new boutique shop in Shanghai's IAPM shopping mall. FENDI did a fabulous job implementing an experiential marketing design into the shop which compelled visitors to self-produce content and share on social. FENDI also invited KOLs @韩东君ElvisHan and @宋祖儿lareina to attend the ribbon-cutting ceremony. Hashtage #fendiiapm# tracked 402M views and 19K discussion on Weibo. FENDI brand mentions on WeChat
Monki @MonkiWorld took @YOHOGIRL and @Fil小白 to Paris where they created content to promote Monki's Winter/Spring collection. The creative ranged from text, images, short videos, and live streaming. The campaign spanned 2 weeks with a total of nine posts, seven of which were published on Monki's account. Videos and the live
Weibo Stories has obviously gained significant traction, as Weibo just moved to monetize it with short video ads. The function, released in April 2017, is similar to Instagram Stories and Snapchat. It was only available to KOLs upon release but was rolled out to everyone over a few months. Most
Fashion stylist BoyNam @江南BoyNam has 1.6M fans on Weibo. One point of interest for BoyNam's followers is the close relationships he maintains with many of China's top celebrities. BoyNam often collaborates with brands like SKII, @PaulSmith保罗史密斯 and @GUCCI. Recently, he ran a campaign called BoyNam’s wardrobe, where he taught a university student how to be a KOL. The campaign's
LUX @LUX力士 recently cooperated with top-tier blogger @安东尼 for their #陪安东尼寻香普罗旺斯# (Translation: Visiting Provence, France with Anthony) campaign. Beauty bloggers @妙琳Yukiki, @QiQi靓靓, @vivianxu1105, and @kittywenny were also invited to visit the lavender farm to promote LUX's newest lavender collection. The live streaming video from the lavender fields attracted 1.2 million viewers. Hashtag #陪安东尼寻香普罗旺斯# tracked 7.25M views and 11K discussions on Weibo.
Last week, OLAY invited its China brand ambassadors @林志玲, @高圆圆 and @何穗 to the release of its latest CELLSCIENCE collection in Beijing. The ambassadors shared their beauty tips with fans using hashtag #无惧年龄# (Translation: No fear of aging). Some notable KOLs attend the event, including @化妆师MK, @Alex是大叔, @张皓宸, @陈雪v博, @柠宁儿, @張太太驾到. Hashtag #无惧年龄# tracked 320M views and 590K discussions on Weibo. OLAY was
GODIVA @GODIVA歌帝梵 recently set up a #From Bean to Box# pop-up shop in Shanghai to promote its latest #Box of Wonder# chocolate collection. The collection and pop-up shop are rainforest themed, emphasizing natural production process of Godiva chocolates. KOLs and celebrities attended the opening ceremony, including @颖儿Yinger, @郭洪奎导演, @唐晓华Nami小绵, @熊猫姐姐Papa, and @玩美miss蜜. KOL @玩美miss蜜 hosted a live stream show on
PUMA @PUMA彪马 collaborated with Rihanna's @Rihanna_official new makeup band, Fenty Beauty, at an offline #Back to school# party in Shanghai. Lots of KOLs and celebrities attended the party to get a glimpse of the new #FENTY X PUMA# collection. Some notable KOLs and celebrities were @我是娜扎, @李现ing, @吴佳Yeah, @范-凯文, @-MAOJIAYING, @BLACKBAB, and @S朔公子. Hashtag #FENTY X PUMA# tracked 27.5M views and
Everyone loves people that make them laugh. Ms. Yeah's @办公室小野 hilarious videos about office life hacks are comedy gold and have amassed her a 3M fan following on Weibo/Miaopai. A recent appearance on the TV variety show #HappyCamp# was great exposure, her Weibo account gained additional 300k fans this month. In one of Ms. Yeah's more recent
Eve @张大奕eve is a top-notch KOL with 5.4M fans in Weibo/Yizhibo and 5.9M follow her brand on Taobao. She is a product of Ruhan's KOL incubator. Last year, Eve reportedly made more than Kim Kardashian, pulling down nearly 50M USD. She is well on her way to becoming the #1 Wanghong
Kindle @Kindle中国 has more than 800K fans in Weibo. Kindle recently launched a campaign called #读不完的热爱# (translation: Endless Passion for Reading). Kindle invited bloggers and writers to create original content about their favorite books. @jolie罗晓韵, @蒋方舟, @噗嗤大叔, @蔡康永, and @吴晓波 were some of the campaign participants. Hashtag #读不完的热爱# tracked 11.63M views and 23K discussions
ESPRIT @ESPRIT中国 released its fall 2017 #RedHot# collection. The collection is edgy athleisure wear. ESPRIT invited fashion influencers @凌听雨 and @阿布_BXQ to model and promote their favorite outfits. ESPRIT also collaborated with @Fil小白 and @YOHOGIRL to produce a short video. Topic #RedHot# tracked 5.65M views and 2K discussions on Weibo. On the day of the promotion, ESPRIT saw a 45.28% increase in
YSL @YSL圣罗兰美妆 is one of the most popular beauty brands in China. To stay on top of the burgeoning youth and male demographics, YSL recently cooperated with photographer @摄影师童梦, blogger @Anny_StyleOnTop, rapper @滿舒克_, and dancer @千千-CasterCrew for their "Don't Stop" campaign. The campaign had a very successful launch with hashtag #YSLDONTSTOP# tracking 100M views and 18K discussions
NYFW Spring/Summer 2018 just ended. The event is hugely popular on China social media. Many of China's hottest celebrities and fashion bloggers attended, including @唐嫣, @李易峰, @杨幂, @扇子NO_FAN_NO_FUN, @酱小匠, @MissCharming大小姐, @Bags包先生, @Fil小白, and @Anny_StyleOnTop. Michael Kors @MichaelKors made a big announcement at NYFW, Chinese actress @杨幂 is now the brand's global ambassador. Hashtag #New York Fashion Week# tracked 700M views and 462K
Hoegaarden @Hoegaarden福佳啤酒 recently hosted a groundbreaking event in Guangzhou to increase its brand awareness with millennials in China. Hoegaarden collaborated with famous artists ToMaster and Dezio Paul to design the #福佳奇趣花园集市# (Translation: Hoegaarden Flower Market). Because the event was meant to attract young Chinese, Hoegaarden leveraged the popularity of KOLs like @JK_珺, @我的旅行小马甲, @MOK莫轻浮, @早橙旅行, and @凯德来了. Hashtag #福佳奇趣花园集市#
The annual Yohood Carnival, hosted by @YOHO潮流志, was recently held in Shanghai. This year, #Yohood 2017# attracted more than 150 domestic and international brands to exhibit their latest collections. The event featured fashion shows, mini bazaar, food market, and singing performances from @林俊杰, @阿信, and @蔡依林. KOLs such as @Cgirl谱哥-刘兰谱, @RIGELDAVIS程颖婕, @小寨主Effy, and
Diesel @DIESEL星球 recently held an event in Beijing to promote the release its #Go with the Flaw# short film and crossover collection with famous Chinese singer @李宇春. The 2-minute short's gorgeous portrayal of carefree hipsters has attracted a lot of attention with young audiences. Some notable KOLs and celebrities such as @时尚主播linda, @黄靖翔, @李宇春, and @Fil小白 attended the
NARS @NARS set up a pop-up store in SH as part of its China debut roll-out. NARS also cooperated with the beauty app Makeup Plus to create a makeup AR face filter. With Makeup Plus's NARS AR filter, customers don't even have to go to the pop-up stores to try on
Miu Miu @MiuMiu and SuperELLE @SuperELLE co-hosted a product launch event for the new MIUlady handbag collection. Celebrities @钟楚曦, @王路平- and bloggers @-MAOJIAYING, @梨堀糯糯酱, and @诸葛苏佳ELLE attended the event. The event also featured a unique augmented reality experience. Hashtag #superelle风格由我# (Translation: Style by myself) gained 108M views and 1.94M discussions on Weibo. In the past week, 37 influencers mentioned Miu Miu
Weibo Fashion @微博时尚 and OnlyLady @OnlyLady女人志 co-hosted this year's Weibo Fashion Festival in Beijing. Each year, Weibo Fashion Festival celebrates outstanding KOLs and celebrities in fashion. This year, there were more than 20 awards acknowledging a range of achievements. Some notable KOLs and celebrities in attendance were @佟大为, @张碧晨_, @熊吱吱finfin, @余豆豆Galina, @江南BoyNam, and @Miss沐夏. The event's Yizhibo
@小墨MO and @阿猴HOSEA love traveling. Fortunately for them, they are becoming a popular travel KOL couple. They maintain separate social accounts, each publishing unique content. Mo does a lot of live streaming and short videos, while Hosea focuses mainly on travel photography. They recently cooperated with Sino Weibo to produce a travel program called #元气大暴走# (Translation: The
Dueplay @DUEPLAY is a local China fashion brand. They recently had an opportunity to collaborate with Adidas @Adidasneo to create the ULTIMATE collection. The collection has been super popular on social media and was sold out immediately after sales launched. A ton of celebrities and KOLs promoted the collection. @Dear-迪丽热巴, @郭采洁，@gogoboi, @杜一妮, @塔林夫Atom, and @林允Jelly created fresh social
Givenchy @GIVENCHY纪梵希美妆 released its latest ROUGE INTERDIT lipstick collection just in time for Chinese Valentine’s. Givenchy invited dozens of beauty KOLs to create original content featuring the collection. Some notable KOLs included @June欣, @奇奇肉丸子, @刘小宛, @Miss米啦, @玫瑰MM, @奶茶猫, and @粉粉qian. Hashtag #纪梵希唇膏情报局# generated 130M views and 66K discussions in Weibo, and brand mentions on WeChat increased over
Last week, Eva Air @长荣航空EVAAIR held a catwalk show to debut new flight attendant uniforms. Eva Air enlisted top notch Taiwanese fashion brand Shiatzy Chen @夏姿陳SHIATZYCHEN to recreate uniform designs that matched those in the movie ‘Roman Holiday’. The event also acted as a retirement party for the Boeing 747 aircraft. Lots of KOLs and
This year, Chinese consumer electronics brand OPPO @OPPO has added KOLs to their marketing mix. Recently, OPPO invited fashion KOLs @gogoboi and @李怡霖-李10 to promote their new OPPO R11 FC Barcelona Edition smart phone. The stylish commercial received tons of engagement on Weibo. Hashtag #OPPO FC Barcelona# generated 540M views and 167.2K discussions. In the
Fashion Celebrity Global Submit is an annual event for China’s top wang hong and internet entrepreneurs. This year's event was co-hosted by @美空MOKO, Trends Group, and the Qingdao government. Wang hong such as @gogoboi, @张大奕eve, @jasonchenmusic, @吳大偉DvWooooo, @同道大叔, and @办公室小野 were present for the award ceremony. Entrepreneurs shared their views on the state of online media in 2017. The #Fashion
Every year, Cartier @卡地亚 differentiates themselves from competitors by hosting truly memorable moments for couples on Chinese Valentine's Day. This year, they created a thrilling Valentine's flight experience. Couples enjoyed scenic views by helicopter and small aircraft. Bloggers @商务范范主 and @Bags包先生 took flights and created Cartier featured content to share with lovers online.
@虫虫Chonny is only 24 years old but already a high-profile beauty KOL in China. Chonny signed with Ruhan, a China KOL incubator, several years ago and has since become one of China's top cosmetics and skin care sellers. She has more than 5.3M fans on Weibo and her beauty shop
Adidas Originals @adidasOriginals released its Spring/Winter 2017 short film #Original is never finished. In the film, Adidas Originals featured visionaries from the world of music, art, skate, and sport such as @陈奕迅所长, @Jamesharden, @陈漫ChenMan, and #KendallJenner#. More than a hundred KOLs and stars attended the film's release in Shanghai, including @马思纯,
Wu Qingqing @吴庆庆-平衡美 is one of the most popular fitness KOLs on Weibo. She was also the champion of Miss Fitness China. Qingqing was recently invited to be a judge and trainer for 'The Next Fitness Star' campaign #不可比你# by Women's Health Magazine @健康女性 and Under Armour @UnderArmour. Apart from voting
China top-notch shoe brand DAPHNE @达芙妮 recently cooperated with Opening Ceremony to create a crossover collection. A pop-up store named #PINK CRUSH号潜艇# (Translation: Pink Crush Submarine) was set up at STS @大上海时代广场STS. Many KOLs and celebrities came to the opening event, including @水原希子_Official, @盛一伦, @程晓玥YvonneChing, @张大奕eve, @toni雌和尚, @邵玉菲Sophia, @张家衣. Last week, hashtag #PINK CRUSH号潜艇#
Airbnb @Airbnb爱彼迎 has gained a lot of popularity among young Chinese travelers. In their most recent campaign, Airbnb collaborated with several KOLs and celebrities to reach a young traveler demographic. The campaign included avid travelers such as @Bags包先生, @我的旅行小马甲, @小墨MO, @Fil小白, @Ming奚梦瑶, @jolie罗晓韵, and @安东尼 lived in different featured homes, experiencing foreign life around the world.
Calvin Klein @CalvinKlein recently cooperated with Norwegian Cruise Line @诺唯真游轮 to create a sports-experience trip at sea. On the 4-day cruise, popular influencers @MissYang_蜜斯羊, @凌听雨, @Tomato_P, and @Miss米牙小姐Mia exercised in Calvin Klein's performance sports wear. Hashtag #calvinklein# generated 42.9M views on Weibo, while Calvin Klein's brand name was mentioned 20K times on
Urban Decay @UrbanDecay recently held a smoky sexy event in Shanghai to launch its new #Naked Heat# collection. IT Girls @-Yuk1no, @CherryGun陈星如 and @赖赖是Zoe attended the event. Urban Decay is really innovating on social. The brand has collaborated several times with Meitu's Makeup Plus app to develop sponsored AR filters promoting the Naked Heat collection and employed
Valentino @Valentino官方微博 held a #I LOVE SPIKE# exhibition to celebrate the opening of a new store in Beijing’s high-end shopping mall SKP @北京SKP. The exhibition featured a limited edition collection celebrating Chinese Valentines Day #Rockstud Spike手袋七夕限定款#. KOLs @吉良先生 and @gogoboi, celebrities @范冰冰, @李晨, @王子文Olivia, @许魏洲ZZ, and @努力努力再努力x attended the event. Valentino was mentioned on WeChat over 2.6M times
Tom Ford @TOMFORD汤姆福特 spurred buzz with high-end cosmetic KOLs and consumers by releasing an updated version of their 2017 Summer SOLEIL Collection. Many beauty KOLs created fresh content featuring the collection. Some of the more notable KOLs were @jolie罗晓韵, @爱吉赛儿IGisele, and @MOK莫轻浮. Last week, 30 influencers mentioned Tom Ford in
Korean sunglass brand Gentle Monster @gentlemonsterofficial caught the attention of the public and media at the opening ceremony of their second boutique/art installation in Shanghai's IFC Mall @上海国金中心商场ifc. Many well-known KOLs attended the event such as @Anny_StyleOnTop, @Dipsy迪西, @李怡霖-李10 and photographer @鹤_男. Hashtag #gentlemonster# generated 42.5M views and 50K discussions on
Ya Lijiang @鸭梨酱啊啊啊 is a top-notch beauty blogger with 2.1M fans in Weibo. Lijiang has made attracting fans across many social platforms look easy with her beautifully crafted makeup tutorials. Her personal hashtag #鸭梨酱妆容# has amassed 24M views on Weibo. She recently collaborated with Sephora @丝芙兰SEPHORA to promote their latest
Weibo's official video app Miaopai @玩转秒拍 just completed its 2017 #放肆一夏# (#Funs Summer#) short video event. This year, the event had seven focus topics like #funs workout# and #funs food#. Miaopai collaborated with 32 celebrities and more than 300 KOLs including @包贝尔, @张俪, @付辛傅, @BIGBIG张大大, @办公室小野, @鸭梨酱啊啊啊, and @-Yuk1no. The Funs Summer videos reached more than
The legendary EDM festival, Tomorrowland, was held last month in Boom, Belgium. Budweiser @百威啤酒 invited five Chinese influencers to the event. IT Girls' @包公子姐儿 and @CherryGun陈星如, singers @姚伟涛 and @孔令奇, and live streamer @赛文不打奥特曼 were Budweiser's invited guests. Hashtag #Budweiser X Tomorrowland# generated 3.1M views on Weibo. The KOLs' combined live streaming and short videos receive over 42.4M views, with 2 videos receiving
French brand MOYNAT @MOYNAT recently held an opening ceremony for their new boutique in Chengdu's IFC shopping mall. Of course, handbag guru @Bags包先生 was there to share his expertise with Chengdu fans. But other KOLs and stars also attended, including Actress Liu Tao @刘涛tamia, @叶子LeafGreener, @六月的主儿 and @99酱. MOYNAT was mentioned 44K
French luxury brand Yves Saint Laurent @YSL圣罗兰美妆 recently collaborated with four beauty KOLs on Weibo and Miaopai to promote its new summer lipstick collection. KOLs @邵玉菲Sophia, @你非我杯茶NiA, @Sayi酱, and @我是bb酱 created "summer look" makeup tutorials featuring YSL's collection. Total views on Miaopai surpassed 2.47M. Hashtag #YSL夏日狂欢# has more than 2.5M views on Weibo.
Mr. Bags @Bags包先生 recently celebrated having reached 3M followers on Weibo. To thank his community, Mr. Bags ran a large giveaway campaign. The top gift was a Hermes Lindy purse. Mr. Bages tracked his campaign with hashtag #包先生的包包世界#, which generated 19.4M views. In addition, he published a short clip on Miaopai
Fashion magazine YOHO!GIRL @YOHOGIRL recently held a big open air party at the W Hotel Shanghai to celebrate its 4th birthday. Many KOLs came out to support the magazine including @Dipsy迪西, @Anny_StyleOnTop, IT GIRLS' @水原希子_Official, @韩火火 , @RIGELDAVIS程颖婕, @Fil小白, and supermodel @庞莹. Hashtag #cool girls,assemble!# generated 11.8M views and 12K discussions on Weibo.
Victoria Sport @VictoriasSecret维多利亚的秘密 recently held a ballet dance class in Shanghai. The class was taught by VS angels’ coach Mary Helen Bowers. Fashion KOLs @邵玉菲Sophia, @李喵喵_夕雪, and @念奺是陳小派老娘 attended the class and shared the experience with their followers. The topic #TrainLikeAnAngel# generated 11.8M views on Weibo.
German luxury leather brand MCM @MCM_Munich recently took fashion blogger @Style-Notes时装笔记 on a trip to Berlin and Munich. @Style-Notes时装笔记 journaled of her experience on WeChat as she visited the locations that inspired different MCM bags. She published exclusively on WeChat, weaving MCM’s integrated WeChat e-commerce store into the content so readers
@邵玉菲Sophia is only 25 years old but already a high-profile beauty KOL in China. She has collaborated with many international skin care and beauty brands including Sulwhasoo @雪花秀Sulwhasoo, Dior @Dior迪奥，sisley @sisley法国希思黎, and YSL @YSL圣罗兰美妆. Her recent Dior J’adore fragrance video received over 2M views on Miaopai. In another recent collaboration, she worked with YSL to
Cartier @卡地亚 recently exhibited its new Panthère de Cartier watch collection at Beijing's high-end shopping mall SKP @北京SKP. Cartier's localization strategy is one of the most successful among foreign luxury brands in Chian. Their strategy heavily emphasizes KOL and WeChat marketing. Actor @深情的高伟光, fashion KOLs @果儿Victoria and @澄澄ok的, and photographer @摄影师舒婷 were
BMW’s MINI Cooper @MINI中国 launched a WeChat sales campaign exclusively promoted by KOL Becky @黎贝卡的异想世界. Becky's followers bought all 100 limited edition MINI Coopers, priced at 285K RMB, in 5 minutes. Becky is known for her high social media content-to-commerce conversion rates, but this campaign is now considered one the most
Make Up For Ever @MakeUpForEver中国 held a visual arts exhibition in Shanghai to celebrate the graduation of Make Up For Ever Academy's 2017 graduates. At the event, professional makeup artists demonstrated their refined techniques and showed off a full range of creativity. Beauty and fashion KOLs @周小姐Vicky, @Riook歪阿歪, @VK大魔王, and @erika_ishida were in attendance. Hashtag #蜕变之夜# generated 5.2M views on Weibo.
Louis Vuitton @路易威登 just released its newest fragrance collection, Les Parfums Louis Vuitton. Louis Vuitton's muse, Fan Bing Bing @范冰冰, was at the launch party in Shanghai, along with fashion bloggers @邵玉菲Sophia, @杜一妮, @Nikki-妮儿, and super models @游天翼 and @薛冬琪. Hashtag #路易威登香氛之旅# (#LV perfect scent#) generated 6.3M views and 28K
Givenchy @Givenchy紀梵希 recently collaborated with fashion KOL Gogoboi @gogoboi. Gogoboi launched his own WeChat integrated e-commerce store earlier this year. The boutique style store features select luxury products from brands like Yoox @YOOX网络概念店, Net-A-Porter @NET-A-PORTER颇特女士, and Farfetch @Farfetch. Givenchy is the first luxury brand to launch a new product in Gogoboi's store. The #Duetto# handbag collection sold out in
Last week, Eve @张大奕eve gave an informative and inspiring speech to the world renowned fashion journal Women’s Wear Daily (WWD). The 29-year-old entrepreneur talked about her partnership with Alibaba @阿里巴巴, China’s booming Wang Hong economy, and how she established an influencer driven brand that generated higher revenue in 2016 than Kim Kardashian’s. Eve’s next goal is to
Spanish fast fashion icon Massimo Dutti @MassimoDutti just made its China debut in Shanghai with the help of e-commerce giant Tmall. In an O2O live streamed event, Massimo Dutti used hologram technology to present its latest collections. Their Tmall store sold 7M RMB in just 9 minutes. The live stream also featured
To celebrate the launch of the new Miss Dior fragrance, Dior @Dior迪奥 organized a #Dior For Love# special event in Shanghai. Dior muse Natalie Portman, perfumer François Demachy, supermodel @何穗, fashion bloggers @时尚主播linda and @宋祖儿lareina were present at the event. This week, 95 influencers mentioned Dior in 118 posts, generating
@柳小御 is one of China's most influential travel KOLs with more than 2M fans on Weibo. In the past, she has collaborated with travel and non-travel related brands like beauty brand LA MER @LAMER海蓝之谜 and award-winning travel community Beautiful Destinations @BeautifulDestinations. Most recently she shared a fabulous NYC trip with
Louis Vuitton @路易威登 has wised up and created a luxury smart watch. LV is using the hashtag #路易威登触动之旅# (translation: LV touching voyage) to promote their new smart watch collection, Tambour Horizon. The hashtag has generated 65M views and 430K discussions on Weibo and brand mentions on WeChat experienced a 1000+% spike. Fashion KOLs @Ethan-007, @angiengcl, @VERBAL, @劉大強camera_face and many others from Mainland China, Hong Kong, and Taiwan attended
90s IT Girl @Fil小白 has 1.2M fans on Weibo/Yizhibo. Besides being the personal stylist of Kris Wu @Mr_凡先生 and @宋茜, she’s also the art director at YOHO!GIRL @YOHOGIRL. Fil小白 was recently invited to the #FendiRoma# Show for Paris Fashion Week. She was also a runway model for Dolce & Gabbana's
NYC cosmetics brand NARS @NARS finally made its China debut. NARS had a kick-off party in Beijing's Sanlitun to celebrate the opening of stores in Beijing, Shanghai, Hangzhou, Nanjing, and on WeChat. Beauty KOLs @陈一捅就破了, @李铭泽, @三三子Coco, @王岳鹏Niko, @熊吱吱finfin and much more showed up to support the brand. Hashtag #NARS Is Coming!#
Alibaba @阿里巴巴 held a visionary event at their headquarters in Hangzhou this week. The Taobao Maker Festival served as a grand showcase, mainly for millennial entrepreneurs to demonstrate their creativity and aptitude for commerce on China’s largest e-commerce platform. Bloggers @火星情报局, @暴走大事件, and @我爱二次元 hosted the live streaming show, which was supported by Oscar-winning film studio Framestore, who was responsible
Japanese luxury beauty brand clé de Peau Beauté @CPB肌肤之钥 celebrated its Tmall store's one year anniversary. CPB had an extraordinary first year. The CPB won first place for cosmetic brands in Tmall's annual 24hr product countdown competition. To celebrate one year, CPB invited spokesman @王力宏 and China's top male fashion KOL @吉良先生 to co-live
Jo Malone @JoMaloneLondon祖玛珑 recently released Star Magnolia, a limited edition summer scent. Jo Malone launched the new scent with dozens of beauty KOLs on the social e-commerce shopping app Little Red Book @小红书. Little Red Book's blend of user owned e-commerce stores and UGC content has fostered one of the fastest growing click-to-buy direct from social content communities in China.
Until now, Gucci @GUCCI had always worked with resellers to manage e-commerce sales in China. Gucci just launched an official China e-commerce website. Gucci.cn is now the official direct from Gucci e-commerce platform in China. The site contains products from current collections. WeChat and Alipay integrated payments optimize the user's purchasing experience. In the past week, 57 influencers mentioned Gucci in 73 posts, generating 5.42M RMB
Beijing-based bike-sharing startup Ofo @ofo小黄车官方微博 has co-hosted a concert in Workers' Stadium with superstars @孫燕姿, @張韶涵, @F.I.R.飛兒樂團, and @王心凌. The concert's theme aimed to generate awareness about green living. Ofo has recently launched a handful of creative marketing campaigns. Specially designed bikes were released in collaboration with the new Minions movie, and have
Louis Vuitton @路易威登 finally opened its much anticipated pop-up shop in Beijing's 798 Art District. The Parisian luxury label cooperated with NYC's streetwear brand Supreme (no official China social accounts) to create its autumn/winter 2017 menswear collection. It seems the collaboration will be a win-win for both brands. In the past week, 47 influencers have
TOD'S @TODS recently collaborated handbag guru Mr. Bags @Bags包先生 to sell 200 specially designed bags. This is not the first time Mr. Bags has worked with a brand to generate direct sales. Mr. Bags previously sold 1.2M RMB of Givenchy @Givenchy紀梵希 purses in 12 minutes. TOD'S' bags were sold exclusively on WeChat via a QR
@Janice简妮 was an amateur photographer that loved traveling and had an eye for fashion. She now has 1.8M fans on Weibo. Her motto "Be free, adventurous, and grateful" is a guide all travel enthusiasts can follow. Last month she was appointed the ambassador of the China-US Internet Travel Association. Recently, she has collaborated with a Las Angeles DMO and American Airlines
China had substantial influence at this year's Men’s Fashion Week Spring 2018 in Paris. A long list of KOLs, supermodels, and celebrities was in attendance. Supermodels @WANG晨铭 and @Li李雨峰 made their co-debut on on the runway with Y-3's @adidasY-3 2018 Spring collection. Celebrity @胡兵 collaborated with Berluti @Berluti to create social content. Dior Homme's @Dior迪奥 ambassador @黄轩 live streamed his interview with GQ magazine @智族GQ. The topic generated 540M views and 434K discussions on Weibo.
SK-II openly supports women's right activists that are breaking glass ceilings and fighting dated social norms in China. Recently, SK-II collaborated with @蒋欣 and @汤唯 to produce a short film called "Life Has No Limit". The film encourages women to avail themselves of ageism and pursue their dreams. The video received 17M views in just 2 days on Miaopai. Championing the emancipation of women has been an extraordinary marketing strategy for the brand. In the past week, 86 influencers mentioned SK-II in 100 posts, generating social media value in excess of 15M RMB.
Zhang Mofan @张沫凡MOMO is a Beijing-based KOL with 6.47M fans on Weibo. She won first place at this year's Super Red KOL awards festival. However, it's what Mofan is doing with her influence that makes her so wonderful. In 2014, at the age of 19, she launched a foundation called Mo Amour. Mo Amour provides support services for young female entrepreneurs. Mofan is dedicated to providing genuine practical advice for the next generation of entrepreneurs. We think that makes her worth following.
Last week, Lancôme held an opening ceremony for it's ‘Declaring Happiness’ exhibition in Shanghai. Global spokeswomen Lily Collins and Taylor Hill, Chinese fashion blogger @gogoboi, @时尚主播Linda, supermodel/designer @吕燕, and beauty blogger @李东田 attended the event. Lancôme is a highly visible and well liked foreign brand in China. In the last week, 68 influencers mentioned Lancôme in 99 posts, generating 7.55M RMB in social media value.
As part of its ongoing strategy to embrace the Chinese market, Hermès @HERMES held a gala at the Long Museum in Shanghai last week. The one-night-only event was designed to wow Chinese clientele. The gala's main feature presented Hermes' 2017 fall collections as stage props for dancers and models performing a choreographed show. Last week, 61 KOLs mentioned Hermès in 81 posts, generating 7.62M RMB in social media value.
@优里娜 was born in Beijing but grew up in Toronto. Before she was one of Weibo's Top 10 Beauty & Fashion KOLs, 优里娜 worked in PR for luxury brands. Since starting here blogger life in 2012, she has cooperated with brands like Chanel @香奈儿CHANEL, Dior @Dior迪奥, Vogue @VOGUE服饰与美容, and Marie Claire @嘉人. 优里娜 combined her business administration degree, PR background, and KOL status to launch the fashion label YEROVIS and one ofTaobo's most successful e-commerce stores. 优里娜 still works with brands and attracts audiences on new platforms, like her recent makeup tutorial collaboration with Givenchy @Givenchy紀梵希.
The Super Red festival is an annual gala for China's top Wanghongs. This year's event was sponsored by several live streaming platforms and co-hosted by Weibo and Harper’s BAZAAR. From the 100 KOL nominees, @张沫凡MOMO, @雪梨Cherie, and @papi酱 won the top 3 awards. In @雪梨Cherie acceptance speech, she shared a heartwarming story about starting her KOL brand with 3,000RMB. The hashtag #超级红人节# generated 5.49B views, 267M discussions on Weibo.
Last week, Adidas @adidasOriginals launched their summer event #来创一夏# in Sanlitun, Beijing. Many influencers showed up at the #adidas夏练国度# opening ceremony to share training tips with fitness enthusiasts. Among the influencers were fitness fanatic @官加荣, @XOXO粉红霏菲, Victoria’s Secrets Angel @何穗, French football star @博格巴_Pogba, and tennis champion @彭帅. The topic #来创一夏# attracted
Vogue China just launched a China exclusive magazine called Vogue Film. It's a bi-annual publication supporting Vogue’s cross-media multichannel China platforms. World renowned actress Zhang Ziyi @稀土部队 and legendary designer Tom Ford @TOMFORD汤姆福特 appeared together on the first cover. The feature article shared their unique insights about movies, fashion, love, and dreams. Last Friday, The Vogue Film Premiere was held in Shanghai, with celebrities @刘雯, @马思纯, @William威廉陈伟霆 and many others. The hashtag #Voguefilm首映派对# generated 270M views and 1.85M discussions on Weibo.
Fendi @FENDI recently launched its charity program The China Peekaboo Project in Beijing. Influencers from all walks have collaborated in creating crossover designs. KOLs include celebrity @angelababy, supermodel @刘雯, Olympic champion @郭晶晶, journalist @杨澜, blogger @Anny_StyleOnTop, and Fendi ambassador @许魏洲ZZ. @许魏洲ZZ started a live streaming campaign on Yizhibo, attracting 16M+ views. Hashtags #FendiPeekaboo# & #Fendi许魏洲# have a combine 1B+ views.
@LinForeverGirl is 30-years-old, an entrepreneur, and one of the most influential KOLs in China. She has demonstrated keen marketing savvy by leveraging her more than 4M fans on Weibo and Yizhibo to drive foot traffic and sales for her brand @Lin Edition Limit's brick-and-mortar stores and top rated Taobao shop. In May, Lin Edition Limit opened its second location in Shanghai. Last week, Lin was at Weibo's Super Red Festival #超级红人节# to be honored as on of the top fashion KOLs in China.
BVLGARI @Bvlgari has had a keen eye for keeping up with China's social media advancements. The brand just launched a cooperation with Tencent's selfie app @天天P图官博 to promote its newest #Serpenti sunglasses collection. Users can use the app to try on augmented reality pair of sunglasses in 4 colors. In just 3 days, more than 1M users have tried the new BVLGARI AR feature. In the past week, 13 influencers mentioned BVLGARI in 15 posts, generating over 830K RMB in social media value.
Japanese minimalist brand MUJI @MUJI无印良品官方 opened its very first Muji Diner in Shanghai last week. It's a full-service upgrade to their Cafe&Meal MUJI. The diner offers Italian, Xinjiang, and Japanese cuisines in a cozy open kitchen atmosphere. Since the opening, many gourmet KOLs have cooperated with MUJI, including @食帖, @Amanda的小厨房, and @Rokka六花. In the past week, 26 influencers mentioned MUJI in 28 posts, generating 1.24M RMB social media value.
Together with its Autumn-Winter 2017-2018 collection by #Maria Grazia Chiuri#, Dior @Dior迪奥 debuted its new limited edition Dior Moon handbag at the I Feel Blue event in Shanghai last Saturday. Some of the KOLs among the blue decorations were supermodel @何穗, fashion blogger @时尚主播Linda, and of course, the new Dior ambassadors
@周小晨kiki has 1.1M fans on Weibo. She is well suited as fashion KOL because she's also a fashion designer. She created her brand Change Zhou in 2014 and has been exhibited in showrooms around the world. Her designs have received some of the fashion industry's highest marks of approval, including being featured in Vogue @VOGUE服饰与美容. She was recently invited to a Miss Dior @Dior迪奥 exclusive event in southern France. Her red lip look received thousands of likes from adoring Weibo fans.
10 New Rules According to PARKLU's insider source at Weibo, KOL surveys, and independent testing, the following rules have been enacted. These affect all KOL marketing campaigns. 1. Link blocking to all e-commerce sites, except Alibaba properties. 2. KOL accounts need to seek permission before promoting more than one brand in a single post. 3. All posts with external links will receive a 20% media exposure penalty. 4. Posts containing plagiarized content will receive a 50% page weight penalty. 5. Posts containing long form images will receive a page weight penalty. 6. Accounts that only repost will receive a page weight penalty. 7. Posts containing a QR code will receive a page weight penalty. 8. Posts that mention WeChat will receive max page weight penalty, limited to 10% total visibility. 9. Accounts that mention a marketing, sales, or advertising businesses could receive a page weight penalty. 10. Lucky draw campaigns must use Weibo's official lucky draw function or receive a page weight penalty. During the annual 6.18 Carnival & Double 11 Festival: Only Taobao & T-Mall e-commerce links will be allowed.
According to L2 Digital IQ Index: @Burberry is ranked the #1 luxury brand for digital marketing in China. @Burberry recently did an exclusive WeChat launch of the #DK88 handbag with KOL @Bags包先生. The campaign gamified user interaction with the shake function and handbag color selection. @Burberry also worked with celebrities like @Mr_凡先生 and supermodel @刘雯 to promote the new handbag. Last week, 20 influencers mentioned @Burberry in 20 posts generating ¥1.75M RMB in social media exposure.
@叶子LeafGreener has her own unique style and personality, living up to her motto "Live Simple, Dress Cool". In a recent collaboration, she demonstrated her bold look with @Valextra_Official's new cobalt blue handbag. LeafGreener is also an influencer industry role model. At the #InternationalStyleConference# in Chengdu, she shared insights about how to
IKEA @宜家家居IKEA is an unexpected global fashion leader. Recently, the label's super hip hoodie was been worn by superstar @Mr_凡先生, and Balenciaga's Arena tote bag replicated IKEA's FRAKTA shopping bag design. Street culture brand Pleasures has launched an IKEA logo cap, and British artist Rachel iLiL designed an IKEA choker. IKEA sandals, bomber jackets, and underwear have all created social buzz for the brand. Last week alone, 33 KOLs mentioning IKEA in 48 posts generating ¥2M RMB in social media exposure.
Last week, @Levi’s celebrated the 144th anniversary of its iconic 501 Jeans. In tribute to this milestone, the legendary denim label promoted a limited edition 501 jean in an O2O live-streaming campaign withTmall. Big-name musicians like @李荣浩 were invited to @MAOLivehouse in Shanghai to throw a party for American denim lovers. KOL's promoting Levi’s 501 anniversary generated more than ¥2m yuan in social media value.
Zuo Anxiao @左岸潇 grew up outside of China Mainland. She is a model, a businesswoman running her “Never Left LA“ tao bao store, and a fashion KOL. She has a strong content tilt identifying global fashion trends. Recently, she was invited to the Cannes Film Festival by @Zuhair Murad where she shared the experience with her 3m+ Weibo followers. Anxiao also shared the L'Oréal Cannes beach club party via live streaming on Yizhibo with 1m+ viewers tuning in. Last week, she was at @Diane von Furstenberg’s new book launch in Beijing where she talked about “The Woman I Wanted To Be“.
MIULady's @MIUMIU new super cute handbag is a hot topic with fashion KOLs. On Wednesday, MIU MIU launched a #miulady# pop-up at Shanghai's IFC shopping mall. Celebrities and bloggers alike showed their supports, among them, were @Anny_StyleOnTop & @叶子LeafGreener. Next popup shop is in Hong Kong, though dates confirmed. This week 30 influencers mentioned MIU MIU in 38 posts generating $2.3M USD in social media value.
Becky’s Fantasy @黎贝卡的异想世界 has 2.3M fans on Weibo. Her blog features outfits and products from mainstream luxury brands and high-quality alternative labels. Before becoming a fashion KOL, Becky was a political and international affairs journalist. Recently, she's worked with Microsoft, SK-II, Beta, and Dior. On Mother’s Day, she created a photo sharing and SK-II giveaways campaign, which had a viral effect. Her latest WeChat piece shared tips about money management for girls and received 100K+ view and 4.8K+ likes.
It's a big year for Dior, as the brand is celebrating its 70th anniversary. Dior @Dior迪奥 evening gowns again graced this year's Cannes Film Festival red carpet. Chinese celebrity Yang Ying @Angelababy was selected to be the brand's China Ambassador. To top it all off, the hot TV China drama Ode
LANEIGE has been cooperating with World Wide Fund (WWF) for their Water Relay campaign. The campaign has received a lot of support from beauty KOLs, especially on Weibo. Some of the most notable KOLs are @J调de华丽, @顾运Green, and @张小奈naice. LANEIGE pledged to donate ¥3 to WWF for every purchase of their Limited Edition Water Sleeping Mask.
Mr. Bags A few days ago, Mr. Bags shot a special 5.20 video for his Weibo fans. 520 in Chinese sounds like I love you, and so the day has become popular with lovers. Mr. Bags 2 mins Miaopai video that introduced five types of bags that guys can buy for their girlfriends has received more than 440K views. Recently, he joined Victoria Beckham’s beauty collection launch in Shanghai and was invited for a Gucci preview in Taipei.
Victoria Beckham was in Beijing, Shanghai and Hong Kong last week, promoting her VB x Estée Lauder beauty collaboration as well as published her limited edition. Her China trip is really packed: In Shanghai, ELLE magazine did an exclusive feature on her. She also joined the live streaming session with China Top KOL Mr. Bags, had lots of selfies with her fans and shared her exclusive personal beauty tips.
Jimmy Choo just invited 9 KOLs to their annual highlight Choo travels event in Maldives last month, featuring China KOLs Mr. Bags, Anny Fan and Yvonne Ching. They soaked up the sunlight and had lots of tropical fun with Jimmy Choo Pre-Fall 17 Collection.