To promote the global limited-edition mini Cece handbag, Michael Kors invited its mainland China spokesperson @宋祖儿lareina, celebrity @姜珮瑶 and KOLs including @阿布_BXQ, @刘梓萌吗, @七爷Jessi and others to share with fans their Cece handbag look. The brand invited @宋祖儿lareina as a special guest along with several KOLs to attend its party night on September 25. Weibo topic #CE位炫复# garnered 79.9M views and the campaign media value accounted for an estimated 26% of all Michael Kors sponsored posts during the same time period. Top-tier KOL @澄澄ok的 selected classic pattern and rivet elements of the handbag, then chose the vintage disco style scene for shooting. Compared to her average engagement rate of 0.26% in the past three months, the engagement rate for this promotional post has almost doubled to 0.46% — the highest among all KOLs engaged in this campaign.
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