1
Fashion Brand
New Product Launch
Overview
- / The objective was to promote the new product & increase customer awareness.
- / Each influencer posted 2 or more content including product shooting & try-on photos.
- / Cash payment & product gifting for each influencer.
- / Over 260 influencers signed up on PARKLU, and 6 were selected, half of which are mid-tier KOLs.
Campaign Insight
- / 2 KOL initiated lucky draw that attracted fan engagements; 2 KOLs directly included the official website link in their posts.
- / The average engagements per Weibo KOL outperformed WeChat and RED.
- / 1 micro KOL on Weibo achieved the highest engagement rate of 0.24%, due to her high-quality content and interaction with fans.
1
Fashion Brand
Douyin Challenge
Overview
- / PARKLU identified and engaged up-and-coming mid-tier fashion, travel and lifestyle KOLs for a high-end fashion and accessories brand
- / Each of the 13 mid-tier influencers created two short-form videos, one for Douyin using the hashtag #城市T台不服来抖# and one for Weibo (via Miaopai)
Campaign Insight
- / Although the brand engaged a celebrity agency and a social agency for this campaign, PARKLU was brought on for its extensive, high-quality community of mid-tier and micro-KOL content creators
- / Using PARKLU’s KOL tagging system and keyword search, KOL selection was highly efficient and relevant – happening in just under a week, including client approval
- / The campaign has been recognized as one of the top social campaigns in China in 2017
2
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
3
American Online Store
Apparel Retailer
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
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
5
American Fashion Handbag
Contemporary handbag brand
Overview
- / Objective was to drive traffic to WeChat shop during Double 11 promotional period
- / Two top-tier fashion styling influencers were selected to mix and match with bestselling bags and share a discount code with their followers.
- / Content was posted on Weibo, WeChat, and Red
Campaign Insight
- /On-brand style and attractive promotions brought heavy traffic to brand’s Weibo account and WeChat store with followers’ inquiries and orders
- / Influencers personally loved the bags, and created highly authentic content. One of the influencers drove over 5,000 clicks, which is double the average click thru rate on WeChat of 1.3%
6
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
7
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
8
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