Fashion Influencer Marketing Case Studies

/Fashion Influencer Marketing Case Studies

Fashion Influencer Marketing Case Studies

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

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2019-06-20T17:20:40+00:00