1

Powdered Food Brand
Mass product seeding

Overview

• / A nutritional meal replacement brand, launched in China in August 2018. The brand’s first goal was to develop awareness.
• / One of the brand’s first initiatives was to launch a series of six product seeding campaigns. Each campaign included 100 to 200 target KOLs who posted on Weibo, or in their WeChat Moments and fans chat groups.​
• / To boost the official website launched, the brand invited four KOLs focused on nutrition, IT, and fitness categories to consume their products for a week and share their experience with fans.​

Campaign Insight

• / The brand significantly gained 22K engagements during the campaign and peaked at a convincing 2.41% engagement rate, which is more than 2x the average engagement for Weibo and WeChat.
• / Extensive product seeding initiative provided the brand with valuable product quality and taste feedback from KOLs and their followers.

2

Italian Pasta Brand
Building Brand Awareness

Overview

• / Organic pasta e-commerce business, looking for healthy food KOLs to build up brand awareness and drive traffic
• / Invited 4 micro-influencers to post on Weibo

Campaign Insight

• / Campaign budgets  less than 5,000 RMB typically result in a higher cost per engagement
• / One influencer suggested doing a lucky draw with her fans in order to increase audience interaction, her post’s engagement was 80% higher than any other influencer involved in the campaign

3

International Seafood Brand
Building Brand Awareness

Overview

• / Premium overseas fresh seafood brand looking for food and parenting KOLs to build brand awareness among target customers
• / Invited 2 mid-tier influencers to post on WeChat

Campaign Insight

• / Brand engaged KOLs who had distinctive and innovative cooking style to incorporate their products naturally into the recipes

4

North American Health Food Brand
Building Brand Awareness

Overview

• / A Canadian natural food health brand, was seeking food and sports bloggers in order to promote a protein powder and enhance brand awareness
• / Invited one Weibo influencer and one a small Xiaohongshu influencer

Campaign Insight

• / Bloggers initiated fan welfare activities, which greatly increased fan interaction

5

Wine Retailer Brand
Promoting Wine E-commerce APP

Overview

• / Newly launched wine app looking to increase downloads, build awareness and attract WeChat account followers
• / Engaged 1 professional wine WeChat influencer to educate her followers on how to identify fake wines

Campaign Insight

• / Highly educational, non-commercial WeChat content, with only a QR code to download the app at the end of the article
• / By sharing valuable content with consumers, the brand and KOL achieved a much lower than average cost per view compared to typical WeChat campaigns