Late last year, L’Oreal released a male skincare gift set. @谷大喵, @爱摇摆的豆浆, @Bee哥大哥大, @彭小明kiya, and other KOLs collaborated with the brand to share product review videos on Weibo or Douyin. Among them, @彭特务, @网不红萌叔Joey, and @Bee哥大哥大 used lucky draws to improve follower engagement. Some KOLs like @宝剑嫂 and @momo酱也是徐老师 imbedded purchase links in posts to improve sales conversions. The Media Value of Douyin KOLs outpaced the Weibo KOLs. The campaign’s Weibo hashtag #欧莱雅男友礼盒# tracked over 20M views.
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