Daily Insights

Estee Lauder launched a new Futurist Water Primer for a long-term promotion campaign.   · In order to maintain product exposure, the brand will cooperate with a large number of KOC in XiaoHongShu to promote in each month. · Up to now, there are 52 Weibo top-tier, and more than

SkinCeuticals launched a KOL campaign to promote its new product line.   · Most KOLs introduced various SkinCeuticals products in their videos. · @深夜徐老师, @程晓玥YvonneChing and 6 other high-follower KOLs in the beauty and skincare industries were invited to join the brand Tmall live-streaming. · In addition, the brand collaborated

Lancome launched hashtag #伴我高光时刻# to promote its high-end Absolue series of skin care products. · 9 female KOLs participated in this campaign and posted on 3.8 International Women’s Day. · To emphasise the efficacy of their product, the brand directed KOLs to include photos taken without makeup. · Up to

The "time-honored" instant milk tea brand Xiangpiaopiao launched two new products: sugar-controlled milk tea and instant milk tea hotpot. · The two new products have refreshed the public's traditional understanding of Xiangpiaopiao instant milk tea with the popular healthy eating concept and unique creativity respectively. During the sales period, the

To celebrate New Year 2021, Little Ondine launched its new "No NG" 10-colour liquid eyeliner and the "X" eyeliner. · The brand invited 7 high-profile Weibo beauty KOLs to create makeup videos with the new eyeliner, with links to the brand’s Tmall shop. · @仇仇-qiuqiu attained the highest follower engagement

Perfect Diary and China National Geographic launched a Chinese New Year limited edition product, a Siheyuan eyeshadow palette. · 200 KOLs and KOCs participated in this campaign, half of whom are Xiaohongshu KOCs. All of them posted about the product on their channels. · Perfect Diary invited KOL @李佳琦Austin to

Adidas Originals launched its New Year series in celebration of Chinese New Year. · The brand decorated offline stores with a holiday theme. 15 KOLs visited and posted about in-store and online discounts. · Half of the accounts participating in this promotion are media accounts that exclusively distribute official promotional

Gucci released a collection celebrating Chinese New Year, the 50th anniversary of Japanese anime character Doraemon and the grand opening of Gucci’s Tmall flagship store. The brand invited more than 100 KOLs to promote the new series In addition to launching interactive experiences online, the brand opened pop-up stores in

To celebrate the Lunar New Year, Guerlain launched a limited-edition lipstick with a red bee pattern. 70+ KOLs posted for this campaign, mostly in the form of unboxing the PR gift box to introduce the products or do makeup teaching. All KOL posts contain red New Year design elements. Guerlain’s

For the Christmas and New Year holidays, Siemens launched topics related to "礼享" on Weibo, Xiaohongshu and Douyin to promote its washer-dryers, refrigerators, range hoods and ovens. 160 KOLs from various industries participated in the campaign; all recommend different Siemens home appliances in their own way. According to the characteristics

CHANEL released its 2020/21 Métiers d’Arts Collection at the Chateau de Chenonceau in France and launched a promotional campaign on Weibo, Xiaohongshu and WeChat. Half of the 40 KOLs participating in the campaign are highly followed Weibo KOLs. The brand included links to its official website on Weibo posts while

Innocent, a healthy fruit drink brand that has entered the Chinese market for half a year, has brought its charity "Big Knit" campaign into China. For every bottle of juice sold with a small hat woven by volunteers, the brand will donate to the Free Lunch Fund by the China

3CE released a Mickey Mouse themed make-up gift box and launched Weibo topic #3CE头号玩家#; 20 KOLs were selected to post for it. The brand required KOLs participating in the event to post photos featuring red, blue and yellow – the colors of Mickey’s character . Content direction was otherwise unrestricted,

NewBalance launched the new NewBalance327 product line and launched a social media campaign promotion. KOLs from the sports, fashion and beauty industries participated in this campaign. The brand invited fashion critics @唐霜TS, fashion designer @U-TONGTONG, travel KOL @野生珍妮, fashion KOL @IBabeee to wear the NewBalance327 to shoot promotional videos to

FARFETCH, an e-commerce platform for fashion and luxury goods, launched in-person pop-up exhibitions in Shanghai, Chengdu and Beijing as part of their effort to enter the Chinese market, establish lines of communication with young people in first-tier cities, and expand their retail model from online to offline. FARFETCH’s pop-up stores

Ambrosial launched a new line of zero sucrose and extra dietary fibre yoghurt named AMX Black Diamond. · Douyin and Xiaohongshu KOLs from the lifestyle, fitness and food industries participated in this campaign. · The brand requested KOLs to take a photo with the product for use as the cover

For the Christmas and New Year holidays, Dyson released 1000 limited edition Supersonic red and gold hair dryers worldwide. Up to now, the 26 KOLs participating in the event are all from the Xiaohongshu platform, from various fields such as beauty, food, and fitness. Dyson set up an offline pop-up

After its 2020 Weitao product launch live-stream, Puppy Electronic Appliances started to promote its newest product, a smart wireless vacuum cleaner, on social media. The brand invited a crowd of KOLs to promote it and continued media exposure. The brand invited 270 Xiaohongshu and Douyin KOLs, 85% of whom are

Vipshop and online celebrity @杨超越 launched #杨超越全网找人# on Weibo and invited many celebrities and KOLs to display their Vipshop membership. At the beginning of the event, 118 Weibo KOLs participated in the campaign, and almost all of them had 100K+ followers. Subsequently, WeChat, Douyin, Kuaishou, Bilibili and Hupu KOLs joined

Trendy silverware brand APM MONACO has launched its new CONSTELLATION series. The brand invited a group of KOLs to promote it. ·47 KOLs participated in this event, half of whom are KOCs with fewer than 50k followers. ·@Anny__Fan was invited to participate in the filming of the brand’s promotional video,

Inspired by Da Vinci's painted eggs ‍‍, the contact lens brand CoFANCY used the contrast of highlights and shadows to create a "high-gloss 3D stereohigh-gloss". The brand aims to use the humanistic will of the Renaissance to give girls self-confidence, and awaken the independent consciousness of girls who have the

This crossover marketing campaign elicited a massive response from Gen Z consumers CoFANCY, together with Shanghai M&G Stationery Inc., launched the Highlight Lucky Box. The brands used the desire by Gen Z consumers to have a lucky new semester with a stunning look and to eliminate the inconvenience of framed

Vivo launched the S7e phone which features an "ultra-thin" body and "ultra-clear" camera. Brands cooperated with KOLs from the technology, travel, food and fashion industries and requested them to use clear close-up pictures of handheld products as promotional pictures. Most of the KOLs participating in this campaign are female, and

For Double Eleven, and to promote the Limited Edition of Ecological Compound & Lotion Set with a new package, Sisley launched a topic on Weibo. ·33 beauty KOLs participated in this campaign, each with 100K+ followers. ·The KOL posts were unified in tone and style. The copywriter introduced the functions

"Cyberpunk 2077" is one of the most anticipated games this year. OnePlus launched the co-branded 「ONEPLUS 8T CYBERPUNK 2077」on Double Eleven, incorporating sci-fi futuristic game elements into the mobile design. The 79 KOLs invited by the brand were mainly promoted on Weibo, of which over 75% had 100K+ followers in

For brand promotions and the Double Eleven promotions in China, Tampax invited a group of KOLs to participate in this campaign. Most of the 14 KOLs participating in this campaign are from Weibo, each with 100K+ followers. The brand requested KOLs to use the product image as the cover image

In early 2020, Simpcare launched two camellia lotion products designed for sensitive skin. selling the two together as a set. Since the launch, the products have been promoted via long-term publicity campaigns intended to demonstrate actual user experiences while also providing continuous exposure for the products. Xiaohongshu was the primary

Carslan launched its new line of lip glaze interestingly labelled "New Boyfriend"; the product features a mousse texture. Carslan invited @张新成 to direct a short film from a boyfriend's perspective. More than 40% of the 64 KOLs participating in the event have 100K+ followers. The campaign was inspired by the

Florasis launched its limited edition “Miao Ethnic Minority Silver Limited Collection”. 50+ KOLs participated in this campaign; of these, 80% had 100K+ followers. For this campaign, the brand required bloggers to wear traditional Miao clothing against a cobalt blue background in their photos; content direction and video format were unrestricted.

SkinCeuticals sent out 16 boxes full of its Purple Rice Extract as part of its PR Gift Box to KOLs. The 16 KOLs released videos of the unboxing while also advertising the brand's 11.11 promotions. To calculate sales data more accurately, the brand gave KOLs different "secret codes" to share

Cosmetics brand CHANDO conducted a KOL marketing campaign for the release of its new Ampoule product line, designed primarily for whitening and moistursing needs. 150+ KOLs participated in this campaign; of these, 45% have 100K+ followers. CHANDO selected @罗云熙 as its spokesperson. The video was the primary medium used for

Skincare brand Elizabeth Arden launched the #光是一瓶就能亮# trend on Weibo and collaborated with 8 high-ranking Weibo KOLs to promote its Prevage line of anti-oxidant serums. According to PARKLU estimates, most bloggers have greater than 75% follower activity. Elizabeth Arden requested participating KOLs to include the special ingredient idebenone in their

Cosmetics label Perfect Diary jointly launched Jade Rabbit, the second generation of its animal-inspired Explorer eyeshadow series, in collaboration with China Aerospace. Perfect Diary invited nearly 100 KOLs from platforms such as Douyin, Weibo, WeChat, Xiaohongshu and Bilibili. Perfect Diary launched the "Cover Change Challenge” on Douyin, and a group

Cosmetics label Helena Rubinstein released a new generation of its Powercell Skinmunity toners and serums, designed for enhanced stability and rejuvenation for sensitive skin. Helena Rubinstein explicitly requested its KOLs to promote its new Powercell Skinmunity cell-in-lotion together with its Powercell Skinmunity “Green Bottle Pro Global Skin Reinforcer”. Posts on

UGG released its all-new ready-to-wear and footwear series for autumn/winter 2021 and opened pop-up stores in Shanghai, Beijing and Shenyang, among other cities. The brand launched its media event on Xiaohongshu, inviting more than 200 KOLs to the pop-up stores. Many of the KOLs who participated are top-tier with 100K+

Environmentally-conscious apparel, skin care and photography brand Everlane collaborated with @饿了么’s ReLab Sustainable Laboratory and @SeesawCoffee to create a limited edition sustainable lunch box. Campaign Analysis: Everlane invited more than ten Weibo and Xiaohongshu KOLs to post on both platforms simultaneously. Everlane sought a broad range of KOLs, including those

L'Oreal released a new HydraFresh Anti-ox Grapeseed Hydrating mask series that focuses on oil control and water-oil balance. Campaign analysis: Nearly 40% of collaborating KOLs were top-tier on Weibo and Douyin (i.e., KOLs with more than 1M fans). @林珊珊_Sunny, @仇仇-qiuqiu and other 10 KOLs were invited to test the products

Chinese soda brand, Hankow Er Chang, collaborated with KOLs across Xiaohongshu, Douyin, and Weibo. Campaign Analysis: Micro KOLs and long-tail KOLs made up to 80% of all collaborating KOLs. The highest engagement rate post was a vlog created by @幻亦之途 The brand's keyword "汉口二厂汽水" now has 3Ksearch results on Xiaohongshu.

Shu Uemura collaborated with Tmall Club to release its improved lighter weight formula for the best selling satin lipstick, Rouge Unlimited. Campaign analysis: KOLs such as @姚雪飞-Faye and @陶维姬-VIKI attended the Tmall Club x Shu Uemura launch party. Nearly 80% of collaborating KOLs were small and long-tail on Xiaohongshu. Cooperating

Isdin released its second-generation sunscreen water. Campaign analysis: All KOL posts included trackable purchase links to the brand's Taobao product page. Seven KOLs, including @俊平大魔王and @仙女鹿娇娇, attended the brand's product release event. All of the top-tier collaborating KOLs' engagement exceeded their average engagement rate over the past three months. However,

Chinese skincare brand, Pechoin, released a new anti-aging and wrinkle removal face cream. Campaign analysis: The promotional KOL campaign focused on Weibo, Xiaohongshu, and Douyin. Only nine of the 82 KOL posts were on Douyin; however, those nine posts contribute nearly half of the campaign's total Media Value. Most of

For the mid-autumn festival, KFC released a limited time available salted egg yolk liquid shortbread. Campaign Analysis: Nine top-tier foodie KOLs collaborated in the campaign. The sponsored post from @豹纹儿er received the highest fans engagement rate. Nearly half of collaborating KOLs post engagements exceeded their average engagement rate from the

Avène released the next generation of its hero product Hydrance Optimale. Campaign Analysis: The vast majority of KOLs selected for the campaign are micro and long-tail on RED. Most KOLs sponsored have dry and sensitive skin. @爱臭美的狗甜儿's video received the highest media value. According to PARKLU technical data analysis, 75%

UNIQLO released its autumn/winter men's sweatshirts, hoodies, and fleeces, which feature graphic collaborations with Disney, Marvel, Basquiat, and DC Comics. Campaign analysis: Nearly 40 sponsored KOLs shared their UNIQLO total look outfits. The majority of sponsored KOL posts were published on RED, with the top three highest media value posts

Infused with an extract from the Reviscentalis plant, Giorgio Armani premieres Crema Nera, an anti-aging face cream. Campaign analysis: Thus far, ten top-tier KOLs have collaborated with the brand, including @倩哥_Bunny, @丸西Wensy, and @毛小星Ryan Nearly half the KOLs launched lucky draws to increase post engagement. @Fashion热搭配has achieved roughly twice the

Jo Malone released a new limited edition lavender perfume collection. Campaign analysis: The majority of the 20 KOLs that have thus far participated in the promotion campaign is top-tier. Eighty-five percent of the collaborating KOLs' engagement exceeded their average engagement rate from the past three months. Jo Malone guided all

Atelier Cologne released Osmanthus perfume collaborating with nearly 200 KOLs. Campaign analysis: KOLs, such as @寶貝鴨子yumme and @李喵喵_夕雪, attended Atelier Cologne's popup shop in Shanghai's New World Mall. Of the 200 KOL posts, almost 80% were from Micro KOLs on the RED. The highest media value was generated by @深夜徐老师.

Inspired by a Greek myth, Diptyque released a new mint scented fragrance in China called Eau de Minthé. Campaign analysis: Thirty KOLs attended Eau de Minthé's offline launch event. To boost their posts, many KOLs, like @唐逸雯Even and @iam_瑶瑶, were able to connect the fragrance with the summer's most popular

SkinCeuticals collaborated with nearly 30 KOLs for the launch of its new AOX Eye Gel. Campaign analysis: Fourteen of the thirty KOLs in SkinCeuticals' campaign were top-tier (i.e., KOLs with more than 1M fans). Posts from @深夜徐老师 and @MK凉凉 received the highest engagement volume, aided by launching luck draw campaigns

Estée Lauder collaborated with nearly 90 KOLs for the launch of its seventh-generation Advanced Night Repair Serum. Campaign analysis: Male KOLs made up 20% of all collaborating KOLs. Twenty top-tier Douyin KOLs generated about 70% of the campaign's total media value. Skincare KOLs like @小P老师, @仙姆SamChak, and @苏辣辣是成分控focused their content

LA MER collaborated with KOLs and celebrities to release its new and improved antioxidant serum, The Concentrate. Campaign analysis: The majority of collaborating KOLs were top-tier (i.e., KOLs with more than 1M fans). LA MER found KOLs with sensitive skin, like @满满Cyim, @恬恬Tiara, and @杨羽凡Fiona to share their experience with

Giorgio Armani has been collaborating with KOLs across several social networks to promote the release of its new 5G black liquid lip gloss. Campaign analysis: .   KOLs’ posts feature two contrasting makeup and outfit styles to juxtapose Armani’s two most popular lip gloss colors. .   Roughly 40% of KOLs are

Proya launched a pre-sale campaign for its new double-anti-night light eye cream. Campaign analysis: Proya collaborated with hundreds of KOLs, including some top-tier KOLs like @雪梨Cherie and @小猪姐姐zz, to share their subjective opinions on using the night cream. Nearly 40 KOLs used in the campaign are top-tier bloggers. Many student

Gucci released a special edition collection for this year's Double Seven Festival (Qixi). The Garden of Eden's forbidden apple is the inspiration behind the special edition's visual theme. Hand-painted on this ready-to-wear collection are two opposing letters "G" that create the forbidden apple design. To promote the collection, Gucci produced

Fendi collaborated with British artist Sam Cox to launched a Double Seventh Festival (Qixi) limited edition MR. DOODLE graffiti collection. The celebrate the collection’s release, Fendi held offline events in Shanghai and Shenzhen. More than ten celebrities and many top-tier KOLs, such as @王嘉尔, @吉良先生, and @yuyuzhangzou, attended the events.

As in previous years, to celebrate the Double Seventh Festival(Qixi), Dior released a limited collection called Dior Amour. Maria Grazia Chiuri, Dior's art director, personally created the series' modern graffiti art design. The ready-to-wear collection and accessories are hand-painted with the words "I love you" in dozens of languages.  

To help revive China’s tourism industry, Douyin launched a two-month-long travel contest. To participate, users must post three travel-related videos per-week, tag their location, and use the hashtag #浪计划#. The videos with the highest engagement are rewarded with DOU+ points, which can be used to purchase items in Douyin e-commerce

Pepsi launched an Osmanthus flavored soda in China. Osmanthus, also known as Devilwood, is a native plant to China and is traditionally used in teas and baked goods. To promote the Devilwood drink, Pepsi collaborated with a handful of KOLs on Weibo and Douyin. Top-tier F&B Douyin KOL @绵羊料理 received the

We rarely see financial institutions launching KOL campaigns. However, China UnionPay has been collaborating with KOLs to promote its QuickPass app. Weibo KOLs like @德卡先生的信箱 and @深夜徐老师 and Douyin KOLs @无敌灏克 and @小三金created “how to save money with QuickPass” short video tutorials. The campaigns launched on Douyin performed markedly better than those on

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For this year's May 20th Chinese Valentine's Day, Inoherb invited KOLs like @微博搞笑排行榜, @有故事的皮同学, and @韩恩汐汐 to create love lyrics. Inoherb also released a series of 20 videos featuring the love stories of women at different ages. The campaign's Weibo hashtag # 相宜20年向经典表白# tracked over 160M impressions.

For this year's May 20th Chinese Valentine's Day, Gucci invited top-tier KOLs like @深夜徐老师, @Chrison克里森, and @gogoboi to tell their personal "Gucci love story." A little more than 60% of the KOLs that participated in Gucci's Weibo campaign surpassed their 90-day average fan interaction rate. The campaign's Weibo hashtag #520个古驰故事#

TOMFORD’s Five Star Color Lipstick Set KOL campaign set a record among beauty brands for one key metric. More than 70% of sponsored posts exceeded KOLs’ average engagement rate over the past 90-days. Adding to the achievement is the fact that the campaign included many top-tier KOLs like @阿花花酱, @仇仇-qiuqiu,

Estée Lauder tried a more authentic approach for its KOL marketing campaign promoting Perfectionist Pro Rapid Firm + Lift Treatment. Participating KOLs like @韩恩汐汐, @玉米酱罐头, and @吃面面用手抓 were challenged with creating testing tutorials that documented product usage over 14-days. For the period, KOLs who participated in the challenge campaign contributed nearly

Lancome invited tippity top tier live-stream host @李佳琦Austin to promote its hero product, Clarifique Double Essence. @安小糯Mia, @俊平大魔王, @一扣酥 and other KOLs released product evaluation videos, which made comparisons of similar lotions, highlighting the refreshing texture of Clarifique and its effect on shrinking pores. The campaign’s Weibo hashtag #混油皮来抄作业# tracked

Elizabeth Arden launched a campaign to promote its Anti-Aging Eye Serum. The brand gave collaborating KOLs greater content freedom than usual, letting creators create the content they thought would be most interesting to their audiences. For instance, Vlogger @杨舒惠 and her boyfriend told amusing stories from grade school in their

Chinese cosmetics brand, Florasis released an oriental makeup collection. Beauty KOLs @宇芽YUYAMIKA, @Rita是瑞瑞, and @Oriii皓皓 collaborated with Florasis to create tutorials inspired by legendary Chinese female characters. The collaborations contributed nearly 14% to Q2’s total sponsored post Media Value. The campaign’s Weibo hashtag #杜鹃东方妆奁# tracked more than 39M impressions.

For this year’s 520 festival, Chanel launched the Rouge Coco Flash campaign. KOLs such as @仇仇-qiuqiu, @仲尼Johnny, and @之鹰_ were invited to try out 3 ~ 5 popular colors. The Media Value generated by the campaign accounted for an estimated 10% of all Chanel’s KOLs mentions during the date range.

Unicharm released limited edition diaper packaging celebrating the Beijing Palace Museum's 600th anniversary. Parenting KOLs such as @安小包AnAn, and @奶爸练习生 were engaged to share baby care tips. @郑印灏Yinhoo achieved the highest Media Value among all collaborating KOLs. His Douyin post featured how fathers and sons can have fun getting ready

YSL released the I Love You So Pop Summer 2020 Collection and launched an online beauty variety show. KOLs such as @一枝南南, @火野兔-, @Valeska侯洛洛collaborated with YSL to produce pop art style makeup tutorials. Douyin KOLs dominated this campaign period, contributing nearly 48% to total Media Value. Eight Douyin KOLs made

Oreo collaborated with Perfect Diary, producing two cushion compacts featuring the classic cookie print. Each set came with the seasonal Oreo flavors, Matcha Sakura and White Peach Oolong. On Weibo, KOLs, such as @吃货秘籍, @豹纹儿er, and @吃喝少年团, used Oreo’s to create a variety of classic Chinese dishes. Beauty KOL @宝剑嫂’s

In a product launch campaign, KATE announced @深夜徐老师 and @Kakakaoo- as the brand’s new China ambassadors. KATE also collaborated with cartoonist @LAIMO來貘_Cherng, who created funky GIFs with his signature character. KATE’s official Weibo account reposted six KOLs’ posts, including @王柠萌, and @陈金夕口. The campaign’s Weibo hashtag #拒绝扁平# tracked more than

For its latest product release, Clarins collaborated with Top-tier KOLs like @momo酱也是徐老师, @gogoboi, and @阿花花酱. Among all the Top-tier KOLs, @俊平大魔王’s video post on RED earned the highest Media Value. Nearly 80% of collaborating KOLs were either Micro or Long-tail KOLs. More than 65% of collaborating KOL posts surpassed their

Clinique invited a professional dermatologist and top-tier KOLs @李佳琦Austin, and @项蕾红to participate in its latest product launch livestream. To amplify the launch, Clinique  also seeded product samples to more than 300 Weibo-focused KOC. Clinique commissioned KOLs like @美少女Lisa酱, @小小莎老师, and @韩老板来了 to share product experience posts. Among the KOLs that

Huda Beauty used Founder Huda Kattan’s Weibo account to launch a UGC generating makeup challenge campaign. To kick the campaign into high-gear, Huda collaborated with top-tier KOLs @李佳琦Austin and @黎贝卡的异想世界 and 12 other KOLs like @莲龙青Kudos, @道上都叫我赤木刚宪, and @今啊夏. The campaign’s Weibo hashtag #眼睛上的春天# tracked more than 130M impressions.

This year, MAC has been pushing its line of matte makeup products. The brand launched a warmup campaign in late February with several KOLs like @戚薇, @UNINE_李汶翰, and @赵露思的微博. In March, MAC held its first domestic live variety show. MAC invited heavy hitters @努力努力再努力x, @李佳琪Austin, and @MAC-勺儿老师 to be judges for

SK-II enlisted superstar live-streamer @薇娅viyaaa for the release of its limited-edition Spring Facial Treatment Essence. Fourteen celebrities such as @张柏芝, @张俪, @沈梦辰, and KOLs such as @Kakakaoo-, @十元诗苑, and @卧蚕阿姨 also shared their skincare routines to promote the product launch. The campaign’s Weibo hashtag #春日娃娃# tracked over 180M impressions.

On February 24th, TCL released an advertorial video featuring its new brand spokesperson @汤汤汤晶媚. TCL's CEO @王成Kevin hosted a live stream later that week to officially announce the new spokesperson. Seventy-three Top-tier KOLs including @微博搞笑排行榜, @回忆专用小马甲, and @当时我就震惊了 reposted TCL advertorial video on social media. The campaign's Weibo hashtag #爱到极智是懂你# tracked more

During the seasonal change from winter to spring, Avene has been focusing its campaigns on skin recovery products. The brand produced an advertorial video featuring celebrities @侯明昊, @Alex是大叔, @深夜徐老师, and@刘佳妮丶. Also, Avene has been collaborating with KOLs like @莓子哥哥, @进击的邮包, and @蒋小晓 Douyin. The campaign’s Weibo hashtag #敏肌不焦虑# tracked over

Skin Ceuticals produced a Coronavirus quarantine support video with brand ambassador @李娜. The video’s release aligned with the brand’s Tmall Super Brand Day announcement. Skin Ceuticals also initiated a lucky draw campaign on Weibo. KOLs like @深夜徐老师, @FashionModels, and @黎贝卡的异想世界 participated in Skin Ceuticals’s KOL campaign, which focused on the

Late last year, Chow Sang Sang released a new wedding band collection called Promessa. Chow Sang Sang's spokesperson and Taiwanese singer @林宥嘉 collaborated on multiple levels for the collection's release. @林宥嘉 produced the theme song 《少女》for the brand's launch event and stared in a promotional video. He also made an

Mid last year, Biotherm released its Aquapower Fermented Clear Essence. The brand invited Lay Zhang to shoot a series of promotional videos. Chinese basketball player’s @郭艾伦 and @王哲林Change promoted the product on their social accounts. In June 2019, Biotherm cooperated with @QGhappy LOL team and brand ambassador @冯提莫at an offline event

On October 23rd, Estée Lauder hosted 'The Night is Yours' exhibition at the Lafayette Art & Design Center in Shanghai. Celebrities such as @杨幂 and @郭俊辰_Fiction, and KOLs @Dipsy迪西, @喵爷-吴淼, and @ech0o0o were in attendance. Estée Lauder also published an 'Advanced Night Repair' advertorial video with global spokespersons @杨幂. @扎头发很简单YOU, @aki猫咪,

On October 18th last year, YA-MAN and @丁香医生 held a three-day offline event #皮肤颜究院# in Shanghai Westgate Mall to premier their co-branded gift box 「答案 の 盒」.Celebrity@周冬雨 hosted and shared personal skincare insights. YA-MAN collaborated with its brand ambassador @周冬雨 to produce the popular beauty video "Bloom". @俊平大魔王, @ Saya一,

Elizabeth Arden announced a new Brand Ambassador, @刘迦 and released a new Vitaminc Ceramide Capsule product. The brand’s Essence Ambassador @Biiiii毕雯珺 shot a series of promotional videos. Elizabeth Arden's official Weibo reposted @海龟的妹妹2点0’s analysis and usage tutorial of the new product. Other KOLs, @球球你了-, @-Whispersun, and @一坨__ posted Q&A content. And @丁香医生 shot

Sisley invited @妙琳Yukiki, @S朔公子, @美少女Lisa酱 to visit the Maison Sisley factory in Paris. The KOLs created vlogs during the trip documenting their experiences with the brand. Sisley also released a limited edition anti-aging skincare set valued at more than 20K RMB. Five KOLs received the set, including @左岸潇 and @唐艺然Emma. Later, in

Guerlain featured China spokesperson @杨洋 to promote its New Year limited gift box. @林小宅, @小猪姐姐zz, @钟惠玲Kiko, and other KOLs shared unboxing posts on social media. And on December 28th, Guerlain gave away 1M RMB worth of products at Tencent’s New Year event. @李佳琦Austin was the event host and Guerlain’s official

Vivo cooperated with Alexander Wang to launch a new Vivo X30 look and other redesigned tech gadgets for Chinese New Year. Celebrities @刘雯, @钟楚曦, @刘宪华Henry-La, and @周雨彤 posted about the release on social media. KOLs @Gogoboi, @Anny_Fan, @黎贝卡的异想世界, and 66 other KOLs also created promotional posts announcing 100 sets of limited edition

Kiehl's collaborated with world ski champion @青蛙公主爱凌 to shoot "Ultra Facial Cream + Skiing Tutorials" in Alaska. Five top-tier KOLs, @喵爷-吴淼, @MK凉凉, @你好_竹子, @美少女Lisa酱, and @迪拜奶奶 also came to Alaska for the shoot. KOL @Bigger研究所's video post evaluated the hydrating cream collection's effects and included a lucky draw component. The

LAMER launched its new gift set “The Treatment Lotion” on August 19th and encouraged social media followers to join a lucky draw to improve engagement. KOLs included @Kevin凯文老师, @Kakakaoo-, @深夜徐老师 and @陈子蜜. They each posted unique content on Weibo, like skincare tutorial and try-on haul. The Weibo hashtag #LAMER天赋年轻# tracked

Chanel promoted its perfume on Weibo and Tmall flagship store. During the Qixi Festival (known as Chinese Valentine's Day), Chanel published a series of promotional videos with the fashion magazine @ELLE, in which celebrities @胡一天啊，@王大陸TaluWang，@林允Jelly，@马思纯, etc. were invited to pair up and write secret cards for each other. Actor @Cecilia宋妍霏, KOL @深夜徐老师, @认真少女_颜九 and others

Estee Lauder began to preheat promotion for its Tmall Super Brand Day on November 26 and engaged its Asia Pacific Spokesperson @李现ing in the event. The limited-edition gift box was released on December 4 and KOL @唐晓华Nami小绵, @陈紫haha posted on Weibo with high-quality pictures for promotion. @iamsingular, @鲁照华 recommended Estee Lauder’s lipstick gift box as a good present for the festive Christmas & New

Huawei launched an offline campaign to encourage users to take a selfie using Huawei Nova 6 5G in ten cities on November 26. The Brand Spokesperson @TFBOYS-易烊千玺 was invited as a special guest to attend the new product launch event in Wuhan on December 5. At the end of 2019, Huawei organized an offline New Year's Eve event and invited @aki猫咪, @包公子姐儿,

NARS launched a Christmas limited-edition series on October 26 and invited celebrities @蔡依林, @WaackerAC雷曦, @石璐Atom, etc. in its promotion.  A Double Eleven special gift box was put on sale on Tmall on October 21. The brand initiated an online discussion with rewards and an offline exhibition to achieve higher engagement and brand exposure. @DC大叔, @赵梦玥UU, @荒原君Sue, and other KOLs posted try-on photos and product reviews. Weibo hashtag #NARS54潮能天团# tracked

Armani started the promotion of its Lip Maestro series on May 9 and invited @姚晨，,@钟楚曦, @谭卓 and @佟丽娅 to use the lipstick during the Shanghai International Film Festival. @Kakakaoo-, @仇仇-qiuqiu, @小猪姐姐zz, @空蛹出蝶 and other KOLs either posted try-on photos or videos for promotion. Weibo hashtag #阿玛尼传奇红管# tracked over 180M views.

YSL held a new product launch event for its new lipstick New Rouge Pur Couture The Slim Sheer Matte on December 2, and invited celebrities @泫雅_hyuna, @林彦俊 and etc. @彭特务，@包公子姐儿，@刘梓萌嗎 were invited to the event and posted on their social platforms. The Weibo hashtag #YSL红出界# tracked over 370M views. Comparatively, Armani’s campaign about Maestro Gold Mania around the same period of time has invited about 50 KOLs

Bobbi Brown released its new highlighting powder pink glow. @白鹿my, @焦俊艳 were invited to shoot a promotional video. There was an experience exhibition held at Shanghai New World Daimaru. On August 5,@吉克隽逸 invited as a guest to talk with professional artists and share their makeup skills with fans. The brand

Korean cosmetic brand Mediheal launched its new product N.M.F Intensive Hydrating Mask with its spokesperson Bangtan Boys (BTS) as promoters. @Avry猪猪君, @爱臭美的狗甜儿and other KOLs posted promotion content. Weibo hashtag #防弹少年团同款饮水肌# tracked over 180M views and the campaign media value accounted for an estimated 74% of all Mediheal sponsored posts during

Laurier released a promotional video to accompany the launch of its new packaging Silmguard sanitary pad series. A new brand spokesperson @宋祖儿lareina was announced. At the same time, the brand hosted an online-to-offline event, which requires a location-specific target audience. @张雨晗YuHan, @潘Vv是小怪兽_ and other KOLs checked in the pop-up store

McDonald's announced Tmall presales of its co-branded Golden Lunch Bag and Golden Picnic Basket designed by Alexander Wang, after celebrities @欧阳娜娜Nana, @李晨nic and top-tier KOL @薇娅viyaaa posted try-on photos. On the next day, a behind-the-scene video was released and fashion KOLs such as @凯利SwagBoi, @Evan海帆, @Mia-Kong posted for the promotion.

Atelier Cologne planned a series of KOL marketing efforts to support the launch of its new summer-featured perfume Pacific Lime. Singer @Kelly于文文, @张靓颖and Atelier Cologne's first brand spokesperson in mainland China Jay Chou were invited to promote the new product. The brand also created a video in Los Cabos with

Ember, the world's first temperature control mug, started selling in the China market three months ago. To generate awareness among Ember's target audience, the brand has run three product seeding influencer campaigns. The campaigns' theme focused on creating an exquisite morning routine and targeted users on Weibo and Xiaohongshu with top-tier,

@LUX力士 recently launched new product LUX botanicals. In October, LUX力士 create a pop-up store in Shanghai Joy City, invited celebrity @angelababy to attend the event. In August, LUX invited influencers like @Alex是大叔 ，@Kakakaoo- to visit their London headquarter and shoot a short video to promote the new products on T-mall

LA MER @LAMER海蓝之谜 recently released a series of short videos titled "My LA MER Story". The videos featured brand ambassador @钟楚曦, olympian @AlexHuaTian华天, designer @设计师兰玉, and dancer @唐诗逸Sherry. LA MER also collaborated with influencers like @小五月狂想曲, @可涵lyn, @LU一丝, @李佳迅Sue, and @孙一冰_ to promote the My LA MER Story campaign on social media. LAMER held a prize giveaway campaign on Weibo with hashtag #修护奇迹的奥秘# tracking 49.27M impressions and 30K discussions.

Armani Beauty @阿玛尼 recently released a new foundation collection. Chinese actress @江疏影 was selected as the product's ambassador. Many China beauty KOLs like @VK大魔王, @陈林夕_Miko, and @我就爱墨迹 @尤马马 participated in the product launch campaign. During the promotion period, Armani's WeChat Index score increased 107%. The campaign's Weibo hashtag #阿玛尼粉气垫# tracked 220M impressions and 70K discussions.

Dyson @Dyson戴森 recently ran a co-branding campaign with Grazia @红秀GRAZIA to promote its latest compact vacuum cleaner. Celebrities @Jeffrey董又霖, @邓莎, and @魏大勋 were joined by influencers like @原来是西门大嫂, @叫我大表哥好吗好的, and @檀圆舞 to promote the new vacuum across social media. The campaign's Weibo hashtag #灰常重要# tracked 61M impressions and 270K discussions.

@三木三木呢 is a Shanghai-based lifestyle influencer. Her content touches on fashion, beauty, and travel. She admires French elegance and this influences her personal style. @三木三木呢 often travels with her Mother around the world and they are featured together in many of her posts. Her Weibo hashtag #三木穿搭# has tracked 87.91M impressions and 50K discussions.

Pipi @屁屁出刊 is a lifestyle blogger and live streamer on Weibo and Yizhibo. Pipi is known for her high-quality pictures, humor, and vivid personality. She covers a diverse range of topics like fashion, skincare, travel, and food. Pipi does not blindly follow the most popular fashion trends, instead, she explores fashion, creating her own unique

Jo Malone London @JoMaloneLondon祖玛珑 recently launched a Tmall store and released a Poppy Delevingne inspired fragrance called Queen of Pop. Jo Malone promoted the new Tmall store and fragrance on social media with brand ambassador @田喜碧Hebe and a host of fashion and beauty influencers like @深夜徐老师, @Dipsy迪西, @尼可, and @优里娜. The campaign's Weibo hashtag #寻香祖玛珑# has tracked 110M impressions and

Late last month, Clinique @倩碧 launched it's latest skincare product called Dramatically Different Hydrating Jelly. The product has become quite popular on Weibo and Xiaohongshu with the help of Fashion and Beauty KOLs like @优里娜, @玉米酱罐头, @瑞希希大爷, and @深夜徐老师. Clinique's Weibo campaign hashtag #小黄油透明了# (translation: butter has become transparent) has tracked 20.37M impressions and 20K discussions.

Kappa @Kappa held a live event at the INXX COHERE store in Beijing to showcase its 2018 Autumn/Winter jumpsuit collection called 222 BANDA. Many leaders in China's fashion scene attended the event. Fashion KOLs like @猫屎弟弟 and @Awesomethings promoted the new collection Weibo with hashtag #天生王炸 C位出道#. The campaign's Weibo hashtag has tracked 39.7M views and 180K discussions.

Adidas @adidasWomen collaborated with bicycle studio GuCycle  @GUCYCLE to launch a summer exercise campaign in Shanghai. Adidas employed actress @張鈞甯, fitness blogger @Innereal, and fashion KOLs @七爷Jessi and @白晓萌_小布 to endorse its most popular sports bra. During the promotion period, Adidas' WeChat Index increased 715%. The campaign's Weibo hashtag #撬动极限, 有我撑你# has tracked 930K impressions and 722 discussions.

Vivo @vivo released their X21 phone with a new color, Night Purple. Vivo collaborated with Grazia @红秀GRAZIA to create a Vivo X21 Night Purple themed party on The Bund in Shanghai. Vivo invited fashion KOLs @赤坂沙世, @CherryGun陈星如 ,@张家衣, @Nikki-Min, and @AvaFoo and the star @周冬雨 to endorse the X21's new color edition. Vivo's WeChat Index increased by 223.96% on the day of the X21 pre-order launch, and the

Carslan @卡姿兰官方微博 recently debuted a line of mattifying cosmetic products avowing to give the skin a "fairylike finish". Carslan collaborated with @时尚COSMO to create a "Matte Studio" Tmall pop-up shop. Some pop-up shop attendees included fashion and beauty KOLs @熊吱吱finfin, @谭乔尹Emma, @黄星星fanfan, and TV personality @唐梓豪boy. The event's Weibo hashtag #有雾才叫仙# tracked more than 38M impressions and 60K discussions.

Hoegaarden @Hoegaarden福佳啤酒 and interior concept design brand K11 recently collaborated to create a garden in Shanghai city summer event. The "Green House" event provided fresh beer and food for visitors. Celebrity @宋轶xiaoyiyi and well-known KOLs like @沈韵菲, @周若雪Patty, @-马小蕊-, and @龚静Tippi were invited to promote the event. The event's Weibo hashtag #福佳 GREEN HOUSE x K11# has tracked 7.2M impressions and 6K discussions.

At a recent event, LANCÔME @兰蔻LANCOME launched a new summer lipstick collection. The launch event was limited to 101 girls and was attended by youth pop stars like@创造101-宇宙少女孟美岐 and @创造101-宇宙少女吴宣仪. Many fashion and beauty KOLs like@陈林夕_Miko @布丁奶茶Deer @Temi酱 and @_邹邹_ also attended the event and assisted with the social media campaign. The campaign's Weibo hashtag #夏日赤茶妆#tracked 120M impressions and 170K

Estee Lauder @雅诗兰黛 recently held a launch party to debut its new lipstick. The Lips To Envy lipstick collection was inspired by California's summer sunshine, which was also the theme of Estée Lauder's summer time party. Several celebrities attended the event including @盛一伦 and @刘畅. Also, many well-known influencers were there like @Hani月哥小海盗, @独立不独行的喵咕酱, @深夜徐老师, @高与非, and @吉良先生. The campaign's hashtag #lipstoenvy# has

Chinese sports fashion brand XTEP @特步中国 hosted a live event in Changsha in collaboration with Tencent Sports. The event centered around the World Cup hype and included activities like a football competition, dance off, and water sports. XTEP invited fashion, lifestyle, and fitness KOLs like @烦高_, @刘洛汐, @AnaCoppla, and @Betty周玲安 to promote the event on social media. The event's Weibo hashtag  #企鹅跑, 聚好玩# tracked 11.6M

LA MER @LAMER海蓝之谜  recently held its annual World Ocean Day environmental protection event. The event was designed to educate and entertain with beautiful deep sea decorations and various interactive displays. To generate broader social awareness, LA MER invited actress @秦海璐 and influencers like @吉良先生, @狐小狸, and @李佳迅Sue to feature the event on social media. The event's Weibo hashtag #BlueAwakening# tracked 3.1M impressions

@时尚主播Linda is a well-known model and fashion influencer with 2.8 million fans across Weibo, Yizhibo, and Instagram. She often shares total fashion looks and her life as a model attending events and fashion shows. Her unique personality, charmed life, and IT Girl style has made her a standout on social media. Recently, she collaborated with

The luxury brand Tod’s @TODS and sister footwear brand Hogan @HOGAN recently hosted a private dinner party in Shanghai for KOLs and brand advocates. Top-tier KOLs like @Anny_Fan, @金大川, @Bags包先生, and @韩火火 attended the exclusive event. The dinner was quite novel and a clever way for the brands to build genuine and lasting relationships with the brands' supporters. Many of the KOLs

Hugo Boss @雨果博斯BOSS recently held an offline football-themed event in Shanghai's IAPM shopping mall. Hugo Boss, who has been the official apparel sponsor of the German soccer team, also set up a special series of shows and fun football games. Hugo Boss invited star @霍建华 and many KOLs including @吉良先生, @Chrison克里森, and @toni雌和尚. The campaign's timing dovetailed nicely

Travel, fashion, and beauty blogger @Yukiko眼里的世界 has visited 45 countries and 180 cities. @Yukiko眼里的世界 is fearless and her content is lighthearted. She often shares local foods, off the beaten path attractions, and gives special travel advice. @Yukiko眼里的世界 also shares her interesting perspective on life and culture as she comes from a Sino-Japanese household. Apart from travel-related content, she is also

On May 14th, Weibo held its annual Influencer Festival event. Hundreds of large and small influencers from across China attended the event. Attendees participated in roundtable discussions, gave speeches, and accepted achievement awards. Some fashion bloggers like @美美de夏夏啊, @Kakakaoo-, and @张大奕eve celebrated the event by giving away discount coupons to fans for their own brands on Taobao. Weibo hashtag #超级红人节# tracked more

The Chinese hotel chain BTR Home Inns Group @如旅随行 recently launched a marketing campaign with Weibo travel influencers. Many travel bloggers such as @乍暖行书, @程阅川, @阿久的旅记, and @独自旅行的姑娘宁静 stayed at different hotels across China to create travel-related content for the campaign. The campaign's Weibo hashtag #如旅随性fun达人# has tracked more than 9.6M impressions and 17K discussions.

One of China's most popular dairy brands, @每益添, launched a creative marketing campaign that connected astrology to digestive health. The massively popular astrology blogger @同道大叔 created a comic series for the brand's Weibo campaign. Food bloggers @营养师文利, @中华小鸣仔, @营养师姜露, and @丸子安利菌 also participated in the Weibo campaign sharing short videos and articles. The campaign's Weibo hashtag #12星座消化榜# has tracked 3.1M impressions and 81K

Last month, PUMA @PUMA彪马 held a spectacular event in China to promote its new 24/7 Exercise campaign. At the event, PUMA's global spokesperson @LewisHamilton was joined by hip-hop dancer @黄景行SuperDino, and football star @吕文君11. Many fitness influencers like @Menthae, @SportyBitch_, @张驰-Franky, @MonicaGUO-茄子, and @闫子奇ziti supported PUMA by sharing posts on Weibo and WeChat. Weibo hashtag #24/7运动不打烊# has tracked 2.1M impressions and over 700 discussions.