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Double 11 2020: What Brands and Marketers Need to Know

Alibaba’s Double 11 2020 events racked up a record-breaking RMB 498 billion  in sales this year, almost doubling last year’s total. KOLs and celebrity influencers played a key role in driving sales to those new heights, with brands spending more than ever on partnerships. The main reason this year’s sales

2021 KOL Marketing in China: 4 Industry Predictions

With the finishing line in sight for 2020, brands are preparing for a new year and trying to forecast what the 2021 KOL marketing in China landscape will look like. Of course, COVID-19 made this year unlike any other, but some of the fallout from the pandemic merely reflected an

China Influencer Campaign Case Study: Proya’s Bubble Mask

Proya’s Bubble Mask has epitomized the potential of social media marketing and social commerce in a way few other products have in recent years. The quirky mask’s runaway success is an outstanding example of how brands can deploy a multi-pronged marketing strategy to create incredible demand for a new product,

The Health of China’s KOL Industry After COVID-19

What does the future hold for China's KOL industry after COVID-19? Influencer marketing has been one of the defining success stories of the past decade in marketing around the world. In China alone, one 2018 report placed the value of the KOL marketing industry at over RMB 100 billion, and

China’s Video Platforms Are in a Battle for KOLs’ Content

You could be forgiven for assuming that an audience of 1.4 billion would divide up nicely between China's short video platforms, giving everyone sufficiently healthy audience figures to put in front of advertisers and keep business growing. But, of course, that’s not how it works in practice. Every tech company

Are Virtual KOLs the Next Big Trend in China?

As AR and AI become increasingly sophisticated, there’s growing interest in the Chinese marketing world—and everywhere else—in the potential of virtual avatars. We’re moving rapidly towards a world where virtual spokespersons—whether official mascots or ambassadors, or virtual KOLs — can be just as articulate, compelling, and, most importantly, influential an

KOL Diaries VOL.9 | @Lily: A week in the life of designer and KOL

  Fashion designer and blogger @李玄 Lily (Li Xuan) shares in our 9th installment of KOL Diaries how she balances her schedule between work, play, and being a mother.   Fashion Blogger | @李玄Lily Place: Shanghai Occupation: Fashion Designer&Blogger Platforms: Weibo, WeChat, Oasis, Xiaohongshu A graduate from the Department of Fashion Design

How Are Chinese Travel Influencers Handling COVID-19?

Few industries have been hit by the COVID-19 pandemic as hard as tourism. Anxiety over the virus has undermined some of the assumptions the travel industry relies on. Consumers are understandably reticent about airports, flights, and crowds. Travel restrictions and tightened visa policies have made travel less convenient, and in

KOL Diaries VOL.7 | @Winnie:Takes You On A Trip

2017 Weibo Top Ten Most Influential Verified (“Big V”) Tourism Organizations 2018 Travel Influencer With Greatest Potential Doesn’t all this sound impressive? These are just some of the titles earned by our blogger --- @羽晗Winnie! She frequently appears under the hashtag #带着微博去旅行#  checking in at popular scenic spots and eateries

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