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