Ferrero Rocher released a promotion for “Tmall Super Brand Day” on August 21,followed by its limited gift box for Mid-Autumn Festival and announcement of the first global spokesperson Dou Jingtong @Leah童Dou. @我的旅行小马甲, @木一美奈子, @囤货大王, @雪碧Mili and other KOLs posted content for promotion. The KOL @雪碧Mili conducted a lucky draw with her fans and achieved a promising engagement rate of 0.25% vs. her average past 90-day engagement rate of 0.09%. She also topped the highest engagement rate among all KOLs in this campaign. The Weibo hashtag #193个月亮# tracked over 60M views and the campaign’s media value accounted for an estimated 96% of all Ferrero’s sponsored posts during the same time period. This campaign promoted Ferrero’s marketing effectively, and its Weibo media value in Q3 increased by 22% QoQ.
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