After its 2020 Weitao product launch live-stream, Puppy Electronic Appliances started to promote its newest product, a smart wireless vacuum cleaner, on social media. The brand invited a crowd of KOLs to promote it and continued media exposure.
- The brand invited 270 Xiaohongshu and Douyin KOLs, 85% of whom are micro and long-tail KOLs from the pets, parenting, beauty and technology industries.
- Douyin pet KOLs @小金库☼、@安静的布丁妹妹 and @汤圆和五月all consider pet hairs to be a major hassle for pet owners and use this angle to show that Puppy vacuum cleaners are helping to alleviate this problem for pet owners. These KOLs obtained the highest media value of this campaign.
- The bloggers invited by the brand are mainly female, and the brand still has room for improving diversity in their KOL selection.