L’Oréal invited 12 KOLs, including @-水蛋蛋- and @无罪inGu, to participate in the promotional campaign for its newly released cleansing oil.
- The KOLs mentioned the cleansing oil’s formulation and their subjective experience with the product. Focusing on a new product’s formulation is quite common. Brands like Shiseido and Tahitian gardenia will often have KOLs mention formulation in campaigns.
- . All participating Weibo KOLs included a GIF in their posts. Most KOLs will not charge extra for GIFs included in images and text posts. So, brands can amplify the richness of KOLs content by requesting GIFs.
- . The KOLs that participated in the campaign had a strong affinity for the skincare and had a minimum of a 75% active fan base.
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