The New York City lifestyle fashion brand, botkier @botkier is quite popular in the USA, but they are new to marketing in China. For 2017’s 11.11 e-commerce extravaganza, botkier collaborated with fashion Influencers @凌听雨 and @大脑门BigForeheads who created content on WeChat, Weibo, and Red. @凌听雨 Red post generated 478 community engagements. Weibo posts’ engagements were 1.5% of total reach. Botkier’s brand mentions on WeChat surpassed 37K for the week, a 318% increase.Estimated social media reach value was ¥638K.
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