In May, French beauty house, Guerlain utilized an atypical KOL marketing strategy, heavily weighted with top-tier KOLs, to launch a limited-edition lipstick set. Guerlain sponsored KOLs included names like mega beauty KOL @李佳琦Austin, and a top-tier KOL list including the like of @仇仇-qiuqiu, @Naomikyx, and @Duebass. Though, predictably, it was a sponsored micro-KOL on Weibo that took the cake for the highest engagement rate at 0.74%. The campaign’s Weibo hashtag #钻唇，镜在掌握# tracked over 63M impressions.
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