Vipshop Searching for Hidden Members

Vipshop and online celebrity @杨超越 launched #杨超越全网找人# on Weibo and invited many celebrities and KOLs to display their Vipshop membership.

• At the beginning of the event, 118 Weibo KOLs participated in the campaign, and almost all of them had 100K+ followers.
• Subsequently, WeChat, Douyin, Kuaishou, Bilibili and Hupu KOLs joined the campaign. KOLs are required to be a Vipshop member and to have made a purchase from the platform in order to participate in the promotion.
• The brand requested KOLs to draft their copy as responses to @杨超越, showing off their orders and promoting Vipshop’ “Sales Conference” shopping festival as providing the best value for money.
• The campaign has tracked more than 600M impressions on Weibo via #杨超越全网找人#.