Fashion Influencer Marketing Case Studies

/Fashion Influencer Marketing Case Studies

Fashion Influencer Marketing Case Studies

1

Designer Purse Brand
Brand Soft Launch

Overview

  • / Contemporary designer handbag brand looking to engage fashion KOLs to build awareness in China
  • / 7 mid-tier fashion and lifestyle KOLs engaged on Weibo ranging from 3,000 to 10,000 RMB per post

Campaign Insight

  • /Designer handbag brand grew its Weibo followers each day 5-10x on the days with KOLs posting content
  • / Amplified the original, on-brand content created by the KOLs — a total of 63 street style and product images — across its own WeChat and Weibo accounts
  • / Links placed in the comments section for a less commercial posting. With a cost-per-click of 42 RMB, CPC was higher than the CPM of Weibo advertising, but the quality of site visits was significantly higher

2

Watch Brand
New Product Launch

Overview

  • / Top fashion influencers from 8 countries, including one from China, were selected for a global ambassador campaign
  • / Brand worked with the influencer to create professionally produced video content

Campaign Insight

  • / Eye-catching “movement” theme for the content and a strong fit between the influencer and brand’s target audience resulted in higher than average click-through rates
  • / Collaborations with professionally generated content give KOLs unique content to share, and in return brands have the rights use for other marketing channels in China and globally

3

Fashion Brand
Apparel Product Awareness

Overview

  • / Casual wear brand with over 600 stores in China looking to build brand awareness and grow WeChat following
  • / Four top-tier and seven mid-tier fashion KOLs engaged on WeChat and Weibo with sponsored posts to help promote the brand’s H5 campaign
  • / Campaign featured a top ten Korean celebrity, giveaways of limited edition gifts and promotional codes

Campaign Insight

  • / Compelling content with the right KOLs resulted in attractive follower acquisition cost of <20 RMB per user

4

Leading Fashion Brand 
New Fragrance Launch

Overview

  •  / Leading fashion brand promoting fragrance new launch campaign, building awareness and drive sales
  • / 5 top-tier KOLs engaged on WeChat, Weibo and Yizhibo, ranging from 10,000 to 88,000 RMB per post
  • / Lucky draw for free VR experience ticket and fragrance sample with special gift package if purchased in stores

Campaign Insight

  • / Integrated with offline event, provide free VR experience & sample gifting, engagement exclusively high
  • / Top-tier KOL contributes to massive impressions and clicks

5

Leading Global Jewelry Brand
Jewelry E-Commerce

Overview

  • / Leading global jewelry e-commerce site looking to build awareness in China
  • / Almost 90 KOLs engaged on WeChat and Weibo over one-year period
  • / Mid-tier and micro KOLS selected, ranging from 2,000 to 8,000 RMB per post

Campaign Insight

  • / KOL marketing is more expensive on a cost-per-click (CPC) basis compared to Weibo advertising, but 40% cheaper after adjusting for qualified site visits
  • / “Always on” strategy of engaging different KOLs each month created opportunities to iterate and optimize KOL types and platforms
  • / Authenticity-driven KOL selection yielded positive brand and strong sales, with better KOLs achieving 2–5x ROI

6

Independent Watch Brand 
Drive Sales

Overview

  • / Contemporary watch brand looking to drive sales to its own website and Tmall site
  • / Key products priced from 1,500 to 2,500 RMB
  • / 114 style influencers engaged over 5-month period
  • / KOLs were gifted products for personal styling posts on Weibo, WeChat and Nice
  • / Seven KOLS were paid for posts, ranging from 2,000 to 10,000 RMB and/or treated to a brand experience

Campaign Insight

  • / Product gifting (unpaid) posts with micro-KOLs performed worse on sales than paid engagements with top-tier and mid-tier KOLs
  • / On-going KOL engagement is critical. Site traffic declined significantly during periods of reduced KOL engagement

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2018-08-17T15:46:55+00:00
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