Jessica Rapp

/Jessica Rapp

About Jessica Rapp

I'm a writer and graphic designer intent on telling the world stories about China's flourishing food, drink, style and creative scenes. Whether it's cranking out a story in minutes for the web or embarking on a thoughtful long-form piece, I'm passionate about bringing people and communities together through engaging and inspiring content.

Are Virtual KOLs the Next Big Trend in China?

By | 2020-08-31T18:05:39+00:00 August 31st, 2020|KOL Marketing|

As AR and AI become increasingly sophisticated, there’s growing interest in the Chinese marketing world—and everywhere else—in the potential of virtual avatars. We’re moving rapidly towards a world where virtual spokespersons—whether official mascots or ambassadors, or virtual KOLs — can be just as articulate, compelling, and, most importantly, influential an

The Importance of Building a Brand UGC Flywheel in China

By | 2020-08-10T17:02:48+00:00 August 10th, 2020|China Social Networks, Marketing Strategy, Retention Marketing|

Most marketing campaigns are missing a flywheel effect that adds the potential for unbounded returns. The flywheel effect we will talk about in this article is brand user-generated content (UGC) and its unbounded returns are compounding retention loops. Luckily for brand marketers, social media provides ample opportunity to leverage brand UGC

The Chinese Monetization Models that are Built for Retention

By | 2020-08-03T15:20:01+00:00 August 3rd, 2020|Marketing Strategy, Retention Marketing|

For any brand, the end goal of community building is to impact the bottom line. Everything a brand does to build a community should ultimately focus on customer retention, which indirectly leads to sales. Some brands in China have successfully monetized their communities by incentivizing community members to play an active