To promote its new Pink makeup series, Gucci started a number of hashtags and launched a KOL marketing campaign.
· Gucci requested that @Twins悦儿雪儿、@Bee哥大哥大 and 15 other KOLs ensure that original photos reflect the style of Gucci’s advertising campaign. KOL posts were required to include links to Gucci’s Tmall store.
· Gucci setup boutique stores in Beijing, Chongqing, Chengdu and other cities, attracting the presence of many KOCs.
· Approximately 1/3 of all KOL posts for this campaign performed better than other posts over the past three months. The brand could refine its KOL selection for future campaigns.