Fashion Influencer Marketing Case Studies

/Fashion Influencer Marketing Case Studies

Fashion Influencer Marketing Case Studies


Designer Purse Brand
Brand Soft Launch


  • / 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


Watch Brand
New Product Launch


  • / 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


Fashion Brand
Apparel Product Awareness


  • / 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


Leading Global Jewelry Brand
Jewelry E-Commerce


  • / 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


Independent Watch Brand 
Drive Sales


  • / 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

Download DOUYIN Case Study


Contact Us

You have 30 left *

You have 300 left *

Contect Us on WeChat

kefu yellow