Earlier this month, Jo Malone @JoMaloneLondon祖玛珑 debuted the world's first aroma villas in cooperation with Jianyeli Capella Hotel @上海建业里嘉佩乐酒店. Jo Malone decked out four villas to create an experiential marketing opportunity for visiting lifestyle and travel bloggers. @Dipsy迪西, @刘筱bamboo, @郭享耳儿, and @陆冠弛JasonLu were some of the bloggers who took the villa tour and shared their experiences on Weibo, WeChat, Xiaohongshu and other social
The Chinese hotel chain BTR Home Inns Group @如旅随行 recently launched a marketing campaign with Weibo travel influencers. Many travel bloggers such as @乍暖行书, @程阅川, @阿久的旅记, and @独自旅行的姑娘宁静 stayed at different hotels across China to create travel-related content for the campaign. The campaign's Weibo hashtag #如旅随性fun达人# has tracked more than 9.6M impressions and 17K discussions.
Last month, Chinese oral hygiene company m-teeth @萌牙家电动牙刷 launched a campaign for its new electric toothbrush X2星耀系列. Many beauty and lifestyle bloggers such as @Jer, @豹纹儿, @小陆离_饭桶班长, and @甜片, created a range of product review content for posts on Weibo, WeChat, and other social media networks in China. Most influencers' posts included lucky draws or giveaways designed to
One of China's most popular dairy brands, @每益添, launched a creative marketing campaign that connected astrology to digestive health. The massively popular astrology blogger @同道大叔 created a comic series for the brand's Weibo campaign. Food bloggers @营养师文利, @中华小鸣仔, @营养师姜露, and @丸子安利菌 also participated in the Weibo campaign sharing short videos and articles. The campaign's Weibo hashtag #12星座消化榜# has tracked 3.1M impressions and 81K
@李丹妮 is a professional fashion model and parenting blogger with 400k followers on Weibo. Her blend of fashion, beauty, and parenting has captured the attention of young fashion-forward mothers across China. @李丹妮 is very active in China's fashion scene constantly featured in fashion shows, magazine spreads, and collaborations with fashion brands on social media. She often gets her daughter
Last month, PUMA @PUMA彪马 held a spectacular event in China to promote its new 24/7 Exercise campaign. At the event, PUMA's global spokesperson @LewisHamilton was joined by hip-hop dancer @黄景行SuperDino, and football star @吕文君11. Many fitness influencers like @Menthae, @SportyBitch_, @张驰-Franky, @MonicaGUO-茄子, and @闫子奇ziti supported PUMA by sharing posts on Weibo and WeChat. Weibo hashtag #24/7运动不打烊# has tracked 2.1M impressions and over 700 discussions.
Tom Ford @TOMFORD汤姆福特 recently launched an influencer campaign to promote it's latest Private Blend perfume. Beauty influencers @优里娜, @LU一丝, @杜芒芒mangotoo, @仇仇-qiuqiu, and @程晓玥YvonneChing created a range of product review content for posts on Weibo. Thier posts also included lucky draws designed to increase follower engagement. The campaign's Weibo hashtag #TOMFORD私人调香之旅# has tracked 5M impressions and more than 88K discussions.
Charlotte Tilbury @Charlotte_Tilbury recently opened a beauty counter in Hong Kong. World-renowned makeup artist and brand founder, Charlotte Tilbury attended the event to press the flesh of celebrities, influencers, and excited customers. A number of notable beauty influencers attended the event including @刘筱bamboo, @陆冠弛JasonLu, @IBabeee, and @原来是西门大嫂. Weibo hashtag #charlottetilbury# has tracked 5M impressions and more than 2K
Maje @MAJE官方微博 recently celebrated its 20th anniversary with a party in Beijing. Maje's founder and China brand ambassador @歐陽娜娜Nana attended the event to mingle with many well-known fashion bloggers including @左岸潇, @程晓玥YvonneChing, @张家衣, @时尚主播linda, and Hong Kong IT girl @Angela袁澧林. Maje's 20th anniversary Weibo hashtag #Maje20周年# has tracked 8.71M impressions and 6K discussions.
Italy shoe brand STACCATO @STACCATO_思加图 launched a more philosophical Weibo campaign with the open to interpretation hashtag #我觉得______就行#. STACCATO invited Taiwanese singer @DJRayRay and the gorgeous Tai Chi teacher @太極葉掌萌 to talk about its personal meaning. Fashion bloggers @Miss沐夏, @曹饭人, @邵玉菲Sophia, @清清missqing, and @周若雪Patty also participated in the campaign, sharing their own unique take on life. STACCATO
Last week, Japanese sunblock lotion brand ANESSA @ANESSA安热沙 hosted a new product release Tmall live stream with influencers @貓力molly, @kenjijoel, and @小蛮蛮小. The influencers shared travel stories and tips for protecting skin during the live stream. Brand ambassador @彭于晏 kicked off ANESSA's Weibo campaign with a set of commercial videos. Weibo hashtag #超常夏日超敢晒# has tracked 120M impressions and 9M discussions.
On April 13th, YSL @YSL圣罗兰美妆 held the Pioneer Concert in Shanghai featuring their Beauty Music Ambassadors @CPOPKing-黄子韬 and @TIA袁娅维. On April 16th, YSL held a Super Brand Day Tmall event inviting several prominent actresses and actors including @胡冰卿. YSL invited a various fashion and beauty KOLs to both events including @造型师淳子, @羅玛丽-, and @程晓玥YvonneChing. Weibo hashtag #yslrockstmall# tracked
L'Occitane @普罗旺斯欧舒丹 recently debuted a new bubble face cream. They also announced TV star Bai Jingting as the product's ambassador. L'Occitane collaborated with several Chinese and Korean beauty and fashion influencers including @Pony_朴惠敏, @常小辉, and @錢尼_CHANEY to promote across China social media. Many influencers gamified their posts with a raffle to increase engagement.
SavisLook is a Chinese lifestyle blogger based in the USA. She is a diverse lifestyle blogger covering topics like fashion, beauty, travel, and fitness. She also publishes her content on many Chinese and international social networks including Weibo, Wechat, Red, Bilibili, Youku, YouTube, and Instagram. SavisLook has some distinct advantages being based in the USA, but she is still
Last week, CHANEL @香奈儿CHANEL debuted their COCO Game Center, a gamified pop-up event experience, in Shanghai's K11. CHANEL invited fashion and beauty bloggers like @Ma_Suki, @Ango_lin, @李怡霖-李10, and @kittywenny to the grand opening. The bloggers also promoted CHANEL's Game Center on Weibo with hashtag #可可小姐限时游乐厅#. The hashtag has tracked 180M impressions and 857K discussions.
JD Fashion @京东时尚 teamed up with ELLE @ELLE and collaborated with fashion influencers like @有腔调凌教授 to create a spring fashion video series. JD Fashion also launched a Weibo campaign with hashtag #人各有质#. The hashtag has tracked 68.3M impressions and 8.7K discussions with help from fashion influencers such as @Miss不吃藕, @貓力molly, @嘎兰, and @伪少年K先生.
@小猪姐姐zz is a post-graduate student at China Academy of Arts. Using her superb art skills, she has become a renowned beauty KOL. One form of content she is particularly famous for is imitating actresses and even actors' looks. In March, she collaborated with ELLE @SuperELLE to re-create Jeanne Samary makeup look. Because of her
Coca-Cola @可口可乐 recently launched their "City Can" campaign in Beijing, Shanghai, Changsha, and Luoyang. Coca-Cola's campaign spokesperson is celebrity @M鹿M. The campaign's Weibo hashtag #可口可乐城市罐# has tracked massive engagement with contributions from a wide range of fashion and travel influencers like @曹静moon, @和菜头, @囤仔, and @貓力molly. Coca-Cola's WeChat index brand mentions have spiked as much as 504%.
@Uta醬巴黎live is a young designer and lifestyle influencer living in Paris. Most of her videos focus on her obsession with French cuisine. However, she keeps things fresh by also touching on fashion, culture, and travel. Though the core of Uta's content is short-video, she maintains a close connection with followers with weekly live streams. The fact that Uta
KENZO @KENZO-PARFUMS凯卓 recently premiered BELLE DE JOUR SACRED LOTUS face lotion and eye contour in a promotional collaboration with actor @侯明昊Neo and actress @胡冰卿. In addition, KENZO employed fashion and beauty influencers like @桃子carol, @momo酱也是徐老师, @-水蛋蛋-, and @Locohepta to create detailed product reviews on WeChat and Weibo.
MAYBELLINE @美宝莲纽约 recently premiered their Fit Me Foundation at an offline event in Beijing and via a live streaming show on T-mall. Fashion bloggers @杜一妮, @安妮小番茄_, @sitara就是梨落落, and @Twins小芒果 attended the event to promote the new product on Weibo. MAYBELLINE also collaborated with @扇子NO_FAN_NO_FUN and @Fil小白 to produce short promotional videos for social. The majority of influencers selected for the campaign had edgy and
A MiuMiu @MiuMiu pop-up shop #miumiudisco# recently debuted in Nanjing. The pop-up shop's disco-inspired compliments MiuMiu 2018 S/S collection. On opening day, MiuMiu held a special cocktail party inviting several actresses, including @宋茜, @宋佳, and @歐陽娜娜Nana. Many fashion influencers also attended the event, including @澄澄ok的, @gogoboi, and @大Mia的时尚账号. In the past two weeks, 123 influencers mentioned Miu Miu in 159 posts, generating ￥8M in social media exposure
La Mer @LAMER海蓝之谜 recently held an art exhibition at Taikoo Hui in Shanghai to promote a new skin tone matching moisturizer cream. Part of the events' experiential marketing included five skin tone themed photo booths. La Mer also invited @VK大魔王, @Sayi酱, @Amanda的小厨房, and @模特于溪 to the event to promote the new product line on Weibo. The campaign's hashtag #lovelamer# has tracked 61M impressions and 53K
Douyin just announced an e-commerce linking deal with Taobao. Most social media platforms in China have seamless e-commerce linking functions, however, Douyin was originally lacking any ability to link or access external sites. A shopping cart logo has been added to the user interface which content publishers can use to link to product pages on
In the past 30 days, DARPHIN @DARPHIN朵梵 has collaborated with a large number of notable fashion and beauty KOLs to promote their new DARPHIN French Garden Gift Box. Some of the top-tier KOLs were @黎贝卡的异想世界, @Kevin凯文老师, @MK凉凉, and @Pony__朴惠敏. Each KOL posted a detailed product review with a link to the e-commerce store. KOLs also encouraged fan store post for
Gap @Gap1969 x POP KIT @POPKITBEAUTY have launched an official collaboration. Earlier this month, a joint pop-up shop opened in Shanghai. Beauty expert @Tommy王禹童 was invited to the opening event. He conducted live makeup demonstrations using Pop Kits products. Fashion KOLs @CHAMI厘米, @睿睿cheryl, @饭菌菌_make_up, and @桃子carol also attended the pop-up shop opening to generate buzz on Weibo for the collaboration. The KOLs participating in the
@李文鱼大哥哥 is a micro-KOL on WeChat and Weibo. She currently lives in the UK. Besides sharing her life in England, her content teaches followers how to utilize colorful fashion designs to create elegant vintage looks. Most of the apparel and accessories she features are from affordable brands making her style accessible. Also, she thoughtfully
Mukzin @密扇MUKZIN collaborated with Tmall @天猫 to premiere its 2018 F/W “Woman Xia” collection at a runway show in Paris. Mukzin revitalized a diverse range of Chinese folk art with modern fashion design. Fashion bloggers @AvaFoo and @徐峰立 attended the runway show to later post detailed articles on Weibo and Wechat about the young Chinese brand. Additionally, fashion bloggers @手边巴黎urruolan, @汤媛媛Mini, and @喵爷-吴淼 promoted the brand's 2018
Astrology KOL @Alex是大叔 recently became an official brand ambassador for LANEIGE @兰芝中国. LANEIGE's latest KOL campaigns promoted their Love Potion Limited BB Cushion. @Alex是大叔's Love Pills Weibo posts elaborated on love through the eyes of astrology. He encouraged followers to re-post for a chance to win free gifts. Many other KOLs participated in the Weibo #爱情灵药# campaign including @yum7 and @我的前任是极品. Last week, 23
Hong Kong's leading optical hair removal brand Dermes @dermes光学脱毛中心 has been a strong advocate of KOL marketing since coming to Mainland China in 2010. They commonly trade free hair removal sessions for exposure or run performance-based campaigns. Beauty blogger @三坨土 recently vlogged her hair removal experience. @Melilimfu wrote long-form articles detailing her recent visit. Famous host @VJ雅静 and
Chanel @CHANELBEAUTY recently premiered their CHANCE EAU TENDRE cushion perfume in China. Chanel collaborated with @歐陽娜娜Nana to produce promo videos for the CHANCE EAU TENDRE collection. Chanel also invited many notable fashion bloggers, such as @莲太太, @特立不独行的喵咕酱, @clover张三, @__邹邹__, and @刘小宛, who promoted the product using the theme “Romantic Encounter”. Some KOLs encouraged engagement by inviting followers to share their own love
@刘筱bamboo studied in Britain, which seems to have given her a more worldly view and sharper sense of fashion and beauty. Her writing style is open and fresh. She doesn’t just share the latest trends but talks about the beauty of life. Her words are delicate and warm giving her readers a
The History of Whoo @The_History_Of_Whoo后 recently held a product launch event in Shanghai. Skincare expert and beauty KOL @李炎宗 shared a live skincare tutorial at the event. The History of Whoo also invited beauty KOLs @Sus十四十四, @Yuki九九希, and @June欣 to cover the event to promote on social. Beauty KOLs @三三子Coco, @Vanessa_娜萨酱, and @莲太太 collaborated with The History of Whoo to create detailed product review videos. They
@易烫YCC is probably the only beauty KOL in China to have studied chemical engineering at the University of Cambridge. She only started her beauty blogger career in 2016 but has become quite popular due to her unique beauty inclinations and pleasant onscreen confidence. Japanese and Korean makeup styles still dominate beauty preferences in China. @易烫YCC sets herself
Last week, Under Armour @UnderArmour held a 3-day product line launch event at Shanghai's Global Harbour. To promote the product line's "hate gravity" tagline, the event featured an assortment of gravity-defying interactive experiences including trampoline basketball and a skydive wind tunnel simulator. Under Armour invited a wide assortment of photography, fashion, sports, and music KOLs like @赖蒙lemon, @ZY喜哥, @OneFit陈蕴jordan, and @李大奔 to share
In preparation for CNY and Valentine's Day, MAC @MAC魅可 has launched a Lunar New Year makeup collection. MAC's marketing broke the mold of other CNY focused campaigns by forgoing the "year of the dog" gimmick and making the peach blossom and luck the focal points. Many beauty influencers, including @赖赖是Zoe, @-JoyceLemon-, and @Cicicely were commissioned to create "how to" video
BeautyCam @BeautyCam美颜相机 recently launched a new function called “Blockbuster Studio”. For their marketing campaign, BeautyCam invited many edgy fashion KOLs, including @次仁德吉-, @小猪姐姐zz, @Vivekatt, and @momo酱也是徐老师. All the KOLs had to follow strict content guidelines like all posts included detailed tutorials on how to use the new functions with a selfie demonstration. Some KOLs invited their followers to share their own BeautyCam
Estee Lauder @雅诗兰黛 recently debuted CNY festival inspired designs for their most iconic products. Estee Lauder's social media promotion campaign heavily relied on original content from KOLs and KOL distribution. Some notable beauty KOLs involved in the campaign were @寻小Mei, @iamsingular, @lemondrizzle, and @特立不独行的喵咕酱. The main mechanism used to stimulate engagement was a link to an H5 lucky draw landing page.
Biotherm @碧欧泉Biotherm recently held a product launch event in Shenyang. Actor @欧豪 and beauty expert @侯聪Kevin attended the event to share their skincare tips during a live stream on Yizhibo. Many beauty bloggers, such as @粉粉qian, @毛毛MM___, and @D_蛊小, collaborated with Biotherm to promote their CNY Limited Edition LIFE PLANKTON™ ESSENCE. The campaign's hashtag #新年新肌我# has tracked 23M impressions and 130K discussions.
Samsung @三星GALAXY盖乐世 just released the Galaxy S8 Burgundy Red Smartphone. Their social media promotion strategy included partnerships with an array popular fashion and technology bloggers like @Pony__朴惠敏, @FM思俊, @韩恩汐汐, @江雨萌, and @黎洛KIKI. Samsung made a concerted effort to make sure KOL's post were contemporary and interesting by incorporating hot topics like Paris Fashion Week. They also ensured consistency across posts by instructing KOLs to wear
Japanese makeup brand Shu Uemura @植村秀中国 recently announced actress @我是娜扎 as their China brand ambassador. At the same time, Shu Uemura released a new line of Rouge Unlimited Lipsticks. Shu Uemura invited many beauty bloggers, including @顶酱oni, @莲太太, @飘雪的星期八, and @_Ryiii, to create product reviews on Weibo. As Chinese New Year is just around the corner, some Chinese beauty bloggers
In 2017, Cherie @雪梨Cherie was ranked the #1 Fashion KOL by Alibaba's KOL Consumer Impact Report. Cherie's popularity on Weibo was the main driver of a hugely successful year for her fashion brand Chinstudio. Cherie now works less with brands, choosing instead to use her popularity and marketing savvy to promote her Chinstudio and her new maternity brand 初礼firstgive. In November last
Clinique @Clinique倩碧 recently released their newest product for the China market, Fresh Pressed 7-Day System with Pure Vitamin C. Product endorsements from celebrities @彭昱畅, @辛芷蕾, and @张慧雯wen kicked off the initial promotion. Many popular beauty influencers, including @小小莎老师, @美伢姐姐Makiyo, @周小晨kiki, and @MK凉凉 participated in the promotional campaign on Weibo tracked by hashtag #熬夜这题我选C#. Clinique had KOLs invite their followers to comment and share for a chance to
BMW @宝马中国 is collaborating with 10 ski resorts surrounding Beijing to hold 10 different themed events every Saturday from Dec 2017 through Feb 2018. BMW is encouraging attendees to share their skiing photos and videos on Weibo by randomly giving away ski resort tickets to those that use the hashtag #BMW超级热雪攻略#. The campaign's Weibo hashtag has tracked more than
Fresh @Fresh馥蕾诗 held an offline event in Shanghai for the release of their new product Black Tea Kombucha Facial Treatment Essence. At the product launch event was actor @陈坤 and fashion KOLs @AndyKoh, @李晖616, and @周游_希望小学周主任. Coinciding with the product launch event, Fresh collaborated with BeautyCam @美颜相机 app to launch a “Black Tea Essence” AR selfie filter. And on
Shiseido @SHISEIDO资生堂官方微博 recently released a Lunar New Year Limited Edition Ultimune Power Infusing Concentrate. A product endorsement from actor @黄轩的微博 kicked off the initial promotion on Weibo with hashtag #新年傲娇底气#. Many popular fashion and beauty KOLs, including @Yvonne张樱, @刘小宛, and @睿睿cheryl, participated in the promotional campaign. Shiseido had KOLs invite their followers to comment and share for a chance to win free gifts.
To generate awareness and spur sales for their new Double Rouge Matte Metal Lipsticks, Dior @Dior迪奥彩妆 collaborated with many high-profile beauty KOLs including @黎贝卡的异想世界, @扇子NO_FAN_NO_FUN, @momo酱也是徐老师, and @睿睿cheryl. Dior implemented fairly strict creative guidelines for KOL's image posts. Broad tracking of KOL product review posts was done with hashtag #金属心, 不单纯# on Weibo. For individualized performance tracking, each beauty KOL posted a trackable e-commerce link and their
Chinese beverage brand Nayuki @货奈雪的茶Nayuki recently opened their first store in Shanghai. Nayuki held a soft open tasting event for fashion and foodie KOLs. @陈瑶_Ivy, @西西里亚Cecilia, @Cgirl谱哥-刘兰谱, @懒爷满满正能量, @噗嗤大叔, and @零叄饱饱- were among the KOLs invited to promote the new store. The KOLs posted pictures and wrote reviews on Weibo to raise awareness for the brand. Hashtag #奈雪の茶# tracked 6.91M impression on
The French skincare brand Caudalie @法国欧缇丽CAUDALIE recently premiered its new grape seed anti-aging skincare product, Vine, in China. The brand held a PR event in Guangzhou and invited makeup artist @健兴老师 to share his skin care tips via a live stream. Previously, the brand has worked with HeyJuice @HeyJuiceCleanse on inventing a fresh grape drink for glowing
On the first day of 2018, @SK-II premiered a Chinese New Year Limited Edition Facial Treatment Essence with an endorsement from actress @倪妮V. Many beauty KOLs, including @雯姑娘Sabrina, @清清SH, @喵爷-吴淼, and @阿花花酱, took part in the product's promotion. The campaign's hashtag #以梦想，撰写新一年# tracked 25 million impressions and 14K discussions on Weibo. Last week, SK-II was mentioned by 76 KOL across 6 social
FILA @FILA recently held a PR event in Beijing to showcase their 2018 FILA FUSION spring collection. They invited many mainstream fashion media channels and fashion bloggers like @玩美miss蜜, @王幼宣幼乖, @Zoe-大猫儿, and @THE1201. FILA has long maintained cooperation with fashion bloggers as KOLs have become a standard part of their PR media mix. FILA's 2017 year-end party FILA FUSION was
In 2014, 28-year-old Leiyunqi @MK凉凉 quit her job to focus full-time on her beauty blogger career and CEO of brand Pink Star Beauty. Her real-world beauty knowledge and inspirational tutorials quickly set her apart from the common beauty blogger. Within seven months of launching her WeChat account, she had amassed more than 100K followers. After just
Los Angeles-based powerhouse retailer REVOLVE @REVOLVE官网 has mastered attracting China consumers attention by collaborating with well-known fashion and beauty bloggers. REVOLVE ability to develop reciprocal relationships with KOLs has lead to a lot of free promotion, especially from KOLs like @IrisQuan, @himiko, @方苒生, @小兔Stephanie, and @阿蕾Lena. Hashtag #REVOLVEME# has tracked 220M impressions and 37K discussions. This year's REVOLVE x MyMM
Macy’s @美国梅西百货 invited KOLs @Jessica白洁, @小章鱼大丸纸 and @摄影师林海音 to create a series of Christmas gift guide videos on Weibo. Macy’s also opened holiday pop-up stores in Beijing and Shanghai featuring model @陈碧舸Bonnie and KOLs like @LemonT_柠檬提, @韦嗯Wayne and @王潇_潇洒姐. Hashtag #一起macy's has tracked 6M impressions and 500 discussions on Weibo so far.
American skincare brand WEI @WEI蔚蓝之美 partnered with Sephora @丝芙兰SEPHORA to launch in China. WEI's first China marketing campaign included product seeding to popular fashion and beauty KOLs like @王恋Lynn, @凉水-淼淼, @Feya-saying, @Kiya_yaya and @the木兰show. Many of the KOLs created original product review posts on Weibo and WeChat. WEI's brand mentions on WeChat reached almost 400K a 167% increase.
Adidas Originals @adidasOriginals recently held their annual Endless Originals event in Shanghai. Adidas Originals’ brand ambassadors @DavidBeckham and @AdrianneHo_流汗女神 opened the ceremony, along with movie stars @angelababy, @水原希子_Official and KOLs like @陈碧舸Bonnie, @-张雅楠, @Innereal真里, and @葡萄宁Grape. Hashtag #原创不息# tracked 620M views and 11M discussions on Weibo. Adidas brand mentions on WeChat increased 5,252% that day.
Airbnb recently held its largest community event since entering the Chinese market. More than 200 hosts from across China gathered to share their hospitality stories. @Airbnb爱彼迎 invited writer @安东尼 and travel blogger @貓力molly share their most unique travel experiences. The event's hashtag #爱彼迎家年华# tracked 1.3M impressions and 3K discussions on Weibo. Last week, 9 influencers mentioned
LANCOME @兰蔻LANCOME premiered a new Miracle Secret fragrance on their winter mystery tour! Fashion and beauty bloggers @欧豪, @李现ing, @阚清子, @辛芷蕾, and @gogoboi participated in Miracle Secret's "Do You Want to Know My Secret" short videos campaign. KOLs @杜芒芒mangotoo, @VincyJ, and @赵灿灿-CAN also joined the campaign, tagging their posts with hashtag #兰蔻奇迹密语香水#. The campaign hashtag tracked 29.3 million impressions and 89K discussions. Last
LA MER @LAMER海蓝之谜 recently debuted their newest Time Stands Still anti-aging skincare collection. LA MER partnered up with celebrities like @秦海璐, @姚晨, and @设计师兰玉 and celebrity photographer @陈漫ChenMan to create promotional short-form social media videos. Other KOLs like @霍球, @wonder弯弯, @VK大魔王, and @好好活着小姐 took part in the campaign using hashtag #鎏金焕变逆转时光. The KOL marketing campaign hashtag tracked 75M impressions and 74K discussion on Weibo. Last week, 27 influencers mentioned La Mer in 31 posts, generating ¥1.3M in social
Huawei @华为终端官方微博 announced the launch of their newest smartphone, the Huawei Nova 2S or "Nova star", at a PR event in Beijing. Huawei invited @黄灿灿acan to create a nude makeup tutorial with the new phone, and fashion blogger @徐峰立 lived streamed the event to 150K viewers. Several photography bloggers were also invited, including @留予刘雨果, @菜尾蝗-旅行摄影, and @步恩撒 . Hashtag #华为nova2s四镜头# tracked 150M impressions and 2.8M discussions on Weibo. Huawei brand
China fashion blogger @姗珊闪闪 has 350K followers on Weibo and 790K followers on Youku. She mainly blogs on western fashion styles, though she occasionally features home decorating and skin care products. Her content is very functional and practical, focusing on sales, best places to buy, and linking directly to cross-border e-commerce shops. @姗珊闪闪's personal style
Last week, Jo Malone @JoMaloneLondon祖玛珑 invited @Anny__Fan and @Dipsy迪西 to their experiential marketing driven "Idea Store" in Beijing's Sanlitun for the launch of a limited edition Christmas collection. In Chengdu, fashion blogger @程晓玥YvonneChing attended their Christmas party. With the help of fashion and beauty bloggers @尤马马, @浪里小草莓, and @是VC呀, hashtag #缤纷圣诞,献礼狂欢# tracked 42.6M impressions and 6.7K discussions on Weibo. Last week, Jo Malone brand
Marie Claire @嘉人 and Amway's ARTISTRY @ARTISTRY雅姿 held a collaborative event in Beijing last week. This year's theme was "Unbounded Youth" and featured top international youth culture fashion brands. The event attracted dozens of China celebrities, including @李冰冰, @Angelababy, @刘亦菲, and @唐嫣. There were also many notable fashion bloggers in attendance like @AnaCoppla, @囤仔, @魏莫斯why, and @王雪兒_Snowbaby. Hashtag #2017嘉人中国风# tracked 1.11 billion impressions and
Weibo V Parenting Influencer Summit 2017 was held yesterday. Weibo invited more than 200 mommy and parenting influencers and MCNs to the event. The maternity and parenting influencer industry is booming in China as millennial parents are turning to KOLs for child-rearing advice. Twenty maternity and parenting KOLs were presented with awards including @鲍秀兰, @张思莱医师, @虾米妈咪, @三个妈妈, @拿云公子是10后, @辣妈春卷, @熊叔厨房, @恩小恩和爱小爱, and @渡渡鸟. Hashtag #母婴v时代# tracked
Guerlain @Guerlain法国娇兰 just launched a significant China social media marketing campaign for their Kiss Kiss Matte Lipstick collection which featured a wide range of collaboration with celebrities like @杨洋icon, @聂子皓, @毛林林NIKITA and @YEPGIRLS戴燕妮, and beauty KOLs like @睿睿cheryl, @佳佳酱很好吃, @June欣, @奋斗的小斤斤, @杨亘 and @周彦辰. The campaign’s hashtag #分时诱惑# tracked more than 800M impressions and 840K discussion on Weibo. Guerlain's brand mentions on WeChat increased an astonishing 52,055% reaching 1.3M.
@Lin张林超 is building a fashion empire on the back of her personal social media following. Taobao's Store Trading Index ranked her fashion brand LIN EDITION LIMIT in the top 30 for sales on Singles Day 2017. She was also ranked 3rd in the E-commerce Influencer Value Index. She leverages her 4.4M fans on Weibo
Brawl on the Bund is bi-annual charity boxing event held in Shanghai by White Collar Boxing China @WeBox白领拳击. Last week's brawl attracted over 1,000 people for the white-tie dinner to watch eight boxing matches, with regular Shanghai residents who have trained professionally for three months. WeBox also invited bloggers @方小叶, @Miniie嚒小妮, @豆豆中最美的那个, @塔林夫Atom, @宅七slyva, and @程也晴 to attend
Gudak Cam is a ¥6 smartphone photography app created by a Korean startup called Screw Bar. The app replicates the old-school film development process by limiting the number of pictures users can take and requires several days to "develop" the images before they can be viewed. Hashtag #gudak# has tracked 7 million impressions
Korea's most popular beauty KOL Pony @Pony__朴惠敏 just launched her cosmetics brand PONY EFFECT @PONYEFFECT outside of Korea. PONY set up pop up shops in Taiwan, HK, and Chengdu for the brand's China debut. PONY EFFECT collaborated with several fashion and beauty KOLs, including @崔花花花9, @睿睿cheryl, and @百变沛莉-Peri. PONY EFFECT largely focused their KOL marketing campaigns on Wechat, Weibo,
This past Black Friday, the cross-border e-commerce platform Kaola.com @网易考拉海购 surpassed the previous year's Black Friday sales in 19 minutes. Total sales volume was 550% more than the previous year's sales. Kaola.com Black Friday promotion campaign included more than 500 mid-tier and micro beauty and fashion KOLs on Weibo, including KOLs like @Miniie嚒小妮, @余霜YSCandice, and
Meitu @美图手机 is arguably the most popular smartphone brand among China's millennial females. Meitu also has the most robust KOL marketing strategy of any smartphone brand selling in China, often inviting hundreds of KOLs to participate in campaigns. Last week, Meitu invited 30 KOLs from across China to a press
Armani @阿玛尼 recently launched a nude makeup campaign on Weibo to promote their new generation of tinted creams called CREMA NUDA. Their strategy heavy relied on KOL collaborations. Last week, 63 beauty KOLs mentioned Armani. Some notable beauty KOLs including @Si_u_, @饭菌菌_make_up, @毛毛MM___, and @小西al. The campaign's hashtag #我行我素# tracked 65M impressions and 14K discussions on
Last weekend, Hong Kong's leading fashion brand AAPE @aapestore sponsored the SpongeBob Run @SpongeBobRun fitness event and concert in Shanghai. The 4km run was followed up by live performances by the popular Chinese hip-hop group @红花会_Official and Taiwan jazz artist @李科穎. AAPE invited 10 KOLs from across the country to run at the event, including @傅沛MelilimFu, @庞莹,
The Victoria's Secret @VictoriasSecret维多利亚的秘密 Fashion Show in Shanghai featured 55 supermodels from 20 countries. China is quite proud of the seven featured Chinese supermodels: @刘雯, @Ming奚梦瑶, @何穗, @雎晓雯, @谢欣XINXIE, @ChenEstelle陈瑜, and @ONE王艺. In addition to the many stars, several key fashion bloggers attended the event, including @韩火火, @反裤衩阵地, @深夜徐老师, @gogoboi and @Bags包先生. Hashtag #vsfshionshow# tracked 958K impressions on Weibo. In the past week, 36 influencers mentioned Victoria's Secret in 38
@Janice简妮 is one of the hardest working mommy KOLs in China. Her lifestyle blog and live streams cover travel, food, fashion, makeup, child raising, and more. Her 2.8M fans on Weibo and 3.1M fans on Yizhibo love her sense of adventure as much as the wide range of topics she covers. Her hashtag #简妮的生活美学# for food she discovers has gone viral
Japanese skincare brand Shiseido @SHISEIDO资生堂香港 partnered with Chinese luxury department store chain Lane Crawford @连卡佛_LaneCrawford to open a skincare parlor in Hong Kong. Shiseido ran a campaign to promote the parlor's opening and a limited edition Christmas gift box with 11 Hong Kong fashion and beauty influencers, including @方小叶, @任子墨Crystal, @HiyaSonya, and @林瑋vv. Twenty-two posts were created by the KOLs across WeChat,
Michael Kors @MichaelKors event The Walk is a global street style campaign that has been featured in London, Milan, Paris, and New York. On November 15, The Walk 2017 was held in Shanghai. KOLs and celebrities like @杨幂, @HERO趙又廷, @林允Jelly, and @Fil小白 attended the event. Michael Kors invited fashion bloggers @ColorBlocker, @凌听雨, @MAOJIAYING, @WENJUNLAU, and @ColaTasty to create
At just 24 years old, the independent designer @苏小豪SUHAO and his fashion brand SUHAO are at the forefront of creating China's youth fashion trends. In 苏小豪 own words "Even though I'm young, I've been honing my craft for a long time. I don't chase fashion trends because I want to lead them". @苏小豪SUHAO is also a KOL in his
The New York City lifestyle fashion brand, botkier @botkier is quite popular in the USA, but they are new to marketing in China. For 2017's 11.11 e-commerce extravaganza, botkier collaborated with fashion Influencers @凌听雨 and @大脑门BigForeheads who created content on WeChat, Weibo, and Red. @凌听雨 Red post generated 478 community engagements. Weibo posts' engagements were 1.5% of total reach.
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
Baby milk company, Aptamil @Aptamil爱他美 collaborated with e-commerce platform Kidswant @孩子王kidswant to create a live streaming campaign. They invited three top-tier Mommy / Babby KOLs @long-lena, @草莓小玩子丨, and @周小姐Vicky to share their unique approaches to caring for their own children. The live stream on Yizhibo generated 6.2M viewers. Last week, 15 influencers mentioned Aptamil in 16 posts, creating 1M in social media exposer value. Hashtag #爱他美 燃烧吧小宇宙# (Translation:
Canon @Canon佳能 G9 series cameras became very popular with bloggers due to the flip screen's ability to be forward facing. So of course, Canon turned to bloggers for promoting the newly released Powershot G9 X. Canon worked with a range of creatives, such as @程晓玥YvonneChing, @江南BoyNam, @徐峰立, @刘小宛, @刘小懒, and @清清missqing. Hashtag
Qingdao University fine arts student and post-90s lifestyle blogger @ACui阿崔 has more than 1M followers on Weibo. @ACui阿崔 videos, live streaming and image posts cover a wide range of content from art, travel, food, and beauty. But truly, it's her positive energy and focus on high-quality creative that sets her apart. And we just love
Christian Louboutin @ChristianLouboutin官方微博 commenced a groundbreaking collaboration with e-commerce platform MyMM. To promote Christian Louboutin's first official online sale channel in China, MyMM invited bloggers @手边巴黎urruolan, @邵玉菲Sophia, and @Anny__Fan to their Hong Kong store. In the past week, 5 influencers mentioned Christian Louboutin in 5 posts, generating ¥5M in social media exposure value. Christian Louboutin
Last week, YSL @YSL圣罗兰美妆 hosted a party to celebrate the opening of a store in Shanghai and to promote their new line of Volupté Tint-in-Balm hybrid lipsticks. YSL did a fabulous job of incorporating experiential marketing elements into the new shop, which created the perfect conditions for attendees to snap photos and share. Some notable beauty KOLs attending
Last week, Tommy Hilfiger @TommyHilfiger held a re-opening ceremony for their renovated boutique store in Shanghai's Kerry Center Mall @上海静安嘉里中心. Hilfiger invited celebrity Shawn Yue @余文樂 and fashion KOLs @李晖616, @Anny__Fan, @Ethan-007, and @Dipsy迪西 to the event. Tommy Hilfiger had 27K brand mentions on WeChat that day, a 314% increase. Hashtag #TommyX余文乐# (Translation: TommyXShawn Yue) tracked 78.67M views and 9K discussion
Last week in Shanghai, Calvin Klein did something a little different for their #CALVIN KLEIN PERFORMANCE# fitness event. They invited gymnastic coaches from New York to teach trampoline classes. Some notable fitness and fashion KOLs were also invited to attend, including @kikikang康倩雯, @SportyBitch_, @BLACKBAB, @yuyuzhangzou, @Hachi八哥哥. Calvin Klein was mentioned 334K times on WeChat that day, a 1427% increase.
Shanghai-based, @BLACKBAB is one of China’s freshest up-and-coming Fashion & Beauty KOLs. Her Western-influenced street style has gained 260K follows on Weibo/Yizhibo and helped differentiate her FRESHBAB fashion label on Taobao. BLACKBAB has collaborated with brands like Pepsi @百事中国, @CalvinKlein, and Puma @PUMA彪马. Most recently, she collaborated with fashion KOL @李怡霖-李10 in an Audi @奥迪 video campaign. The video's generated 355K views so far.
Smartphone manufacturer OPPO @OPPO and fashion brand SANKUANZ @上官喆SANKUANZ recently launched a cross-promotion campaign featuring an OPPO hoodie collection and the R11s smartphone. OPPO invited several fashion KOLs to promote and create original content, including @Anny__Fan, @张家衣, @王新宇WANGY, and @赵涛AO77. In the past week, 52 KOLs mentioned OPPO in 77 posts, generating ¥8.5M in social media value.
Last week, Dazzle @DAZZLE-Fashion collaborated with Razzle @RAZZLE in an appropriately named catwalk show #It's Razzle Dazzle Time#. Many fashion bloggers and celebrities attended the event, such as @周冬雨, @金大川, @纪凌尘chan, @Anny__Fan, and @angelica张宇. Actor Dan Stevens and supermodel @刘雯 were the special guests of the event. Hashtag #It's Razzle Dazzle Time# tracked 68M views and 80K discussions on Weibo. The day of
Gucci @GUCCI transformed Shanghai's historic Sunke Villa into a flourishing garden adorned with lanterns and soft pink lighting for a private party to showcase their new Gucci Bloom perfume. Some notable KOLs and celebrities attended the event, including @vivianxu1105, @gogoboi, @玩美miss蜜, @lingylingywu and @倪妮V. In the past week, 30 KOLs mentioned Gucci in 54 posts, generating ¥1.4M in social media
Anny @Anny__Fan has 2.7M fans on Weibo. Anny runs her own fashion brand Style On Top @StyleOnTop工作室, however, she still collaborates with brands like @Fendi, @香奈儿CHANEL and Louis Vuitton. Recently, Anny was invited to attend #Stella McCartney SS 2018# Fashion Show where her live stream generated 190K views. Her personal topic #SOT安妮日记# (Translation:
MINISO @名创优品 held a Pink Panther themed party in Guangzhou to lunch their Pink Panther product series. MINISO, is a Chinese low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware. The brand's event had 24K viewers watching the live stream. With help from fashion KOLs
At Macao Fashion Week, La Perla @LaPerla collaborated with top celebrities, supermodels, and fashion KOLs to showcase their Spring/Summer 2018 collection #LaPerlaSS18#. Supermodels #Natasha Poly# and @刘雯 were featured models in the catwalk show. Fashion bloggers @郝娉婷, @李怡霖-李10, and @红花会_BrAnTB小白 covered the event on social. Celebrities @范冰冰 and @胡兵 were the special guests of the event. @胡兵’s Yizhibo live stream of the event generated 770K
This year, Budweiser @百威啤酒 celebrated Halloween a little early in a crossover campaign with fashion incubator LABELHOOD @LABELHOOD. At Shanghai Fashion Week, the two companies threw a #Night of the Living Red# Halloween party. Some notable influencers attended the party, such as @江南BoyNam, @李怡霖-李10, @手边巴黎urruolan, and @Junna_Tang. Hashtag #Budweiser X Labelhood# tracked 4.53M views and 65K discussions on Weibo.
At Shanghai's fashion week, MAC @MAC魅可 collaborated with movie star Linyun @林允Jelly and fashion designer Jicheng @吉承 to reveal the "Secrets of Jicheng's Makeup Look". In a live stream, Linyun challenged models to recreate Jicheng's double color lip color makeup. The live stream received 61.5M impressions on Yizhbo. More recently, MAC invited fashion KOL @韩火火 to share nude
Estee Lauder @雅诗兰黛中国 organized a charity concert during Shanghai's Fashion Week @上海时装周 announcing the launch of its 25th Anniversary Pink Ribbon collection. The Pink Ribbon collection is part of Estee Lauder's breast cancer awareness program. @马思纯 and top domestic designers, @设计师王陶, @SIMONGAO微博, and @WECOUTURE高级订制 collaborated to promote the Pink Ribbon campaign. Pink Ribbon hashtag #粉红丝带25周年# has tracked 33.1M impressions and 110K
The Chinese cosmetics brand REC @REC官方微博 launched their new RUNWAY BLUE collection with a runway show in Beijing. REC invited beauty vlogger @深夜徐老师 to collaborate with runway show models @王一慧呢, @何若阳Ann, and @梁向清Liang_ to co-create and distribute content. Hashtag #BLUE RULES THE WORLD# tracked 39M discussions on Weibo.
OLAY @OLAY is trying to maintain the buzz they created at their recent CELLSCIENCE offline event by collaborating with beauty bloggers @化妆师MK, @深夜徐老师, @优里娜 and @林志玲 in the "Small Face Challenge" campaign. In this case, post content was created OLAY's professional creative team, and not by the KOLs themselves. Hashtag #小脸挑赞# has tracked 110M impressions and 648K discussions on Weibo. The day beauty bloggers @石榴婆报告 and @Lisa的美妆日记 posted articles
@贺聪HeCong is known as the "Oriental Porcelain Doll" and is China's leading post-90s supermodel. She was the featured model for MOISELLE @MOISELLE_HK at the opening of Shanghai's Fashion Week. HeCong has been shortlisted for Victoria's Secret's @VictoriasSecret维多利亚的秘密 coming 2017 Fashion Show. This year, she has collaborated with luxury brands @Coach蔻驰 and @DolceGabbana. HeCong is fairly active on social and currently has
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.