Tom Ford invited @戚薇, @gogoboi as guests to join @李佳琦 's Taobao live streaming and promotion of its Tmall flagship store. Then Tom Ford hosted the opening event of its Tmall flagship store at the Bund in Shanghai. @刘嘉玲, @刘昊然turbo, @张钧甯, and other celebrities were invited to the event. @深夜徐老师, @仇仇-qiuqiu, @MK凉凉, and other KOLs shared their skincare skills on their
Huawei launched an offline campaign to encourage users to take a selfie using Huawei Nova 6 5G in ten cities on November 26. The Brand Spokesperson @TFBOYS-易烊千玺 was invited as a special guest to attend the new product launch event in Wuhan on December 5. At the end of 2019, Huawei organized an offline New Year's Eve event and invited @aki猫咪, @包公子姐儿,
CPB announced it's Brand Friend @姚晨and invited her to the new product launch event for promoting its new Sérum Supréme series in Columbia Circle in Shanghai. @仇仇-qiuqiu, @黎贝卡的异想世界, @程晓玥YvooneChing and other KOLs shared their skincare experience, and CPB’s official Weibo account interacted with these KOLs actively. At the same time, @kenjijiel was invited to share his skincare expertise. His engagement rate
NARS launched a Christmas limited-edition series on October 26 and invited celebrities @蔡依林, @WaackerAC雷曦, @石璐Atom, etc. in its promotion. A Double Eleven special gift box was put on sale on Tmall on October 21. The brand initiated an online discussion with rewards and an offline exhibition to achieve higher engagement and brand exposure. @DC大叔, @赵梦玥UU, @荒原君Sue, and other KOLs posted try-on photos and product reviews. Weibo hashtag #NARS54潮能天团# tracked
DIOR launched the first product of Dior Prestige series on January 8, 2019, and successively released other products of the same series. An offline pop-up exhibition was held at Guangzhou Taikoo Hui on May 23. @王丽坤was invited as a special guest. @黎贝卡的异想世界, @秦思 and other KOLs participated in the event and published posts. During the Double Seventh Festival, @妙琳Yukiki, @QiQi靓靓, etc. posted the Dior Prestige product reviews.
Armani started the promotion of its Lip Maestro series on May 9 and invited @姚晨，,@钟楚曦, @谭卓 and @佟丽娅 to use the lipstick during the Shanghai International Film Festival. @Kakakaoo-, @仇仇-qiuqiu, @小猪姐姐zz, @空蛹出蝶 and other KOLs either posted try-on photos or videos for promotion. Weibo hashtag #阿玛尼传奇红管# tracked over 180M views.
L’Occitane launched an online challenge #7天发光肌挑战# to promote the Immortelle series products endorsed by @刘诗诗. Users whoever post relevant content with the same hashtag can join the lucky draw to win one of the new products Immortelle Overnight Reset Oil-in-Serum.@无敌美大石Milky, @斯诺依花姑娘 and other KOLs posted to share skincare experience for promotion. @HelloDaH, @吱儿吱儿吱 and other KOLs’ promotional posts were
YSL held a new product launch event for its new lipstick New Rouge Pur Couture The Slim Sheer Matte on December 2, and invited celebrities @泫雅_hyuna, @林彦俊 and etc. @彭特务，@包公子姐儿，@刘梓萌嗎 were invited to the event and posted on their social platforms. The Weibo hashtag #YSL红出界# tracked over 370M views. Comparatively, Armani’s campaign about Maestro Gold Mania around the same period of time has invited about 50 KOLs
Ferrero Rocher released a promotion for “Tmall Super Brand Day” on August 21,followed by its limited gift box for Mid-Autumn Festival and announcement of the first global spokesperson Dou Jingtong @Leah童Dou. @我的旅行小马甲, @木一美奈子, @囤货大王, @雪碧Mili and other KOLs posted content for promotion. The KOL @雪碧Mili conducted a lucky draw with her fans and achieved a promising engagement rate of 0.25% vs.
Bobbi Brown released its new highlighting powder pink glow. @白鹿my, @焦俊艳 were invited to shoot a promotional video. There was an experience exhibition held at Shanghai New World Daimaru. On August 5,@吉克隽逸 invited as a guest to talk with professional artists and share their makeup skills with fans. The brand
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
Korean cosmetic brand Mediheal launched its new product N.M.F Intensive Hydrating Mask with its spokesperson Bangtan Boys (BTS) as promoters. @Avry猪猪君, @爱臭美的狗甜儿and other KOLs posted promotion content. Weibo hashtag #防弹少年团同款饮水肌# tracked over 180M views and the campaign media value accounted for an estimated 74% of all Mediheal sponsored posts during
SK-II released a promotional video of its second web series "PITERA Masterclass", starring celebrities @汤唯, James Corden and KOL @渡边直美. @机智的何先生, @易热YCC, @VK大魔王 and other KOLs posted articles to promote this program. Weibo hashtag #PITERA研修班# tracked over 200M views and the campaign media value accounted for an estimated 23% of
Laurier released a promotional video to accompany the launch of its new packaging Silmguard sanitary pad series. A new brand spokesperson @宋祖儿lareina was announced. At the same time, the brand hosted an online-to-offline event, which requires a location-specific target audience. @张雨晗YuHan, @潘Vv是小怪兽_ and other KOLs checked in the pop-up store
Guerlain launched a new perfume "Bloom of Rose" inspired by muse Angelina Jolie, concurrently selling a Double Seventh Festival (Qixi) limited edition gift box. The brand's first male spokesperson @杨洋 posed in a photoshoot for the new product. @Kakakaoo-, @程晓玥YvonneChing, @皮诺曹儿 and other KOLs blogged to promote the gift box.
McDonald's announced Tmall presales of its co-branded Golden Lunch Bag and Golden Picnic Basket designed by Alexander Wang, after celebrities @欧阳娜娜Nana, @李晨nic and top-tier KOL @薇娅viyaaa posted try-on photos. On the next day, a behind-the-scene video was released and fashion KOLs such as @凯利SwagBoi, @Evan海帆, @Mia-Kong posted for the promotion.
Lancome held an offline experience exhibition "Little Black Bottle" for its Advanced Genifique Youth Activating Concentrate at the Expo-I Pavilion Shanghai during August 12 ~ September 1. Celebrities including @周冬雨， @戚薇， @许魏洲ZZ, etc. were invited to visit the exhibition hall. Famous blogger @喵爷-吴淼 hosted a live streaming of his trip
Atelier Cologne planned a series of KOL marketing efforts to support the launch of its new summer-featured perfume Pacific Lime. Singer @Kelly于文文, @张靓颖and Atelier Cologne's first brand spokesperson in mainland China Jay Chou were invited to promote the new product. The brand also created a video in Los Cabos with
Brands can now use PARKLU to run influencer (KOL) marketing campaigns on Bilibili. Use PARRKLU's Search Engine to discover 2,200+ Bilibili influencers (KOLs) across fashion, beauty, travel, health & fitness, child & parent, home & design, automotive, and other categories. PARKLU Analytics gives brands access to Bilibili KOLs' reach, engagement,
Ember, the world's first temperature control mug, started selling in the China market three months ago. To generate awareness among Ember's target audience, the brand has run three product seeding influencer campaigns. The campaigns' theme focused on creating an exquisite morning routine and targeted users on Weibo and Xiaohongshu with top-tier,
L’OREAL@欧莱雅美发 recently released a new product COLARISTA , which can give your cool hair color just in one minute. L’OREAL invited beauty KOLs @VK大魔王， @扇子NO_FAN_NO_FUN, @虫虫chonny to create short videos with new product COLARISTA . During the promotion period, the campaign’s Weibo hashtag #欧莱雅玩色派# has tracked 46M impressions and 252K
@LUX力士 recently launched new product LUX botanicals. In October, LUX力士 create a pop-up store in Shanghai Joy City, invited celebrity @angelababy to attend the event. In August, LUX invited influencers like @Alex是大叔 ，@Kakakaoo- to visit their London headquarter and shoot a short video to promote the new products on T-mall
A few years ago, @厨娘物语c小鹿 began sharing her life through food. Her cooking tutorials videos are beautifully shot and easy to follow. In addition to her superb cooking skills, @厨娘物语c小鹿 has a gentle character that conveys a true passion for food. In May this year, she was honored with the Spanish National Friend award. Her personal Weibo hashtag #厨娘物语# has
LA MER @LAMER海蓝之谜 recently released a series of short videos titled "My LA MER Story". The videos featured brand ambassador @钟楚曦, olympian @AlexHuaTian华天, designer @设计师兰玉, and dancer @唐诗逸Sherry. LA MER also collaborated with influencers like @小五月狂想曲, @可涵lyn, @LU一丝, @李佳迅Sue, and @孙一冰_ to promote the My LA MER Story campaign on social media. LAMER held a prize giveaway campaign on Weibo with hashtag #修护奇迹的奥秘# tracking 49.27M impressions and 30K discussions.
Elizabeth Arden @红门雅顿 recently debuted a new moisturizing gel in China. Many skincare influencers such as @momo酱也是徐老师, @手边巴黎urruolan, @毛毛迅, and @美少女Lisa酱 were enlisted to share their opinions about the product. Elizabeth Arden’s official Weibo account held a luck draw campaign to encourage fan engagement. The campaign's Weibo hashtag #橘灿救我# has tracked 55.47M impressions and 30K discussions.
Armani Beauty @阿玛尼 recently released a new foundation collection. Chinese actress @江疏影 was selected as the product's ambassador. Many China beauty KOLs like @VK大魔王, @陈林夕_Miko, and @我就爱墨迹 @尤马马 participated in the product launch campaign. During the promotion period, Armani's WeChat Index score increased 107%. The campaign's Weibo hashtag #阿玛尼粉气垫# tracked 220M impressions and 70K discussions.
Kiehl’s @Kiehls家的骨头先生 launched a new product and held a skin care forum in Shanghai. Actress @张雨绮 attended the event, along with beauty influencers @彩妆小兔几, @梳子爱美, and @坏坏的瓶子宝宝Anita. Hundreds of influencers like @周米儿 and @唐艺然 Emma promoted Kiehl’s new product across Chinese social media. The campaign's Weibo hashtag #发热精华# tracked 44.17M impressions and 30K discussions.
Dyson @Dyson戴森 recently ran a co-branding campaign with Grazia @红秀GRAZIA to promote its latest compact vacuum cleaner. Celebrities @Jeffrey董又霖, @邓莎, and @魏大勋 were joined by influencers like @原来是西门大嫂, @叫我大表哥好吗好的, and @檀圆舞 to promote the new vacuum across social media. The campaign's Weibo hashtag #灰常重要# tracked 61M impressions and 270K discussions.
Herborist @佰草集herborist launched a limited edition gift box to commemorate its 20th anniversary. The gift box is quite special as it was created by a Hermès designer and includes Herborist's first fragrance produced by a famous French perfumer. Herborist had actor @李易峰 as the face of the marketing campaign and invited a host of influencers like @是VC呀, @芒果的妆间, @陈轻歌, and @七爷Jessi to promote across social
@三木三木呢 is a Shanghai-based lifestyle influencer. Her content touches on fashion, beauty, and travel. She admires French elegance and this influences her personal style. @三木三木呢 often travels with her Mother around the world and they are featured together in many of her posts. Her Weibo hashtag #三木穿搭# has tracked 87.91M impressions and 50K discussions.
Tom Ford @TOMFORD汤姆福特 released a limited edition gift box for the Japanese midsummer festival, Tanabata. The gift box contains a bottle of White Suede perfume and #16 Scarlet Rouge lipstick. Many beauty influencers including @CherryGun陈星如, @朱洁静_久而久, @原来是西门大嫂, and @ Sus十四十四 shared the gift box across social media. Tom Ford's gift box campaign Weibo hashtag #TF白麝香# has tracked 10M impressions and 40K discussions.
Pipi @屁屁出刊 is a lifestyle blogger and live streamer on Weibo and Yizhibo. Pipi is known for her high-quality pictures, humor, and vivid personality. She covers a diverse range of topics like fashion, skincare, travel, and food. Pipi does not blindly follow the most popular fashion trends, instead, she explores fashion, creating her own unique
Car manufacturer, MG @上汽集团MG名爵 recently held an event in Shanghai to promote its latest SUV. Actor @张双利 and several fashion influencers, including @周大静, @博妞_Bonny, @澄澄ok的, and @米颜R attending the event. MG also held and O2O sweepstakes to win a new SUV. The campaign's Weibo hashtag #荷尔蒙YOUNG本# tracked 330M impressions and 50K discussions.
Jo Malone London @JoMaloneLondon祖玛珑 recently launched a Tmall store and released a Poppy Delevingne inspired fragrance called Queen of Pop. Jo Malone promoted the new Tmall store and fragrance on social media with brand ambassador @田喜碧Hebe and a host of fashion and beauty influencers like @深夜徐老师, @Dipsy迪西, @尼可, and @优里娜. The campaign's Weibo hashtag #寻香祖玛珑# has tracked 110M impressions and
KFC @肯德基 just premiered chicken tacos in China! KFC promoted the chicken tacos with megastars @TFBOYS-王源 and @朱一龙 and threw a chicken taco party. Many food KOLs like @锅包肉博士, @鼹鼠的萝卜, @Gdragon小跑腿, and @玉米酱罐头 attended the party and shared on social media. KFC's Weibo campaign hashtag #一口就疯狂# tracked 500M impressions and 7.29M comments.
Late last month, Clinique @倩碧 launched it's latest skincare product called Dramatically Different Hydrating Jelly. The product has become quite popular on Weibo and Xiaohongshu with the help of Fashion and Beauty KOLs like @优里娜, @玉米酱罐头, @瑞希希大爷, and @深夜徐老师. Clinique's Weibo campaign hashtag #小黄油透明了# (translation: butter has become transparent) has tracked 20.37M impressions and 20K discussions.
Self-taught videographer @小墨MO and her boyfriend, a photography major, @阿猴HOSEA host a travel video blog called “元气大暴走” (translation: walk with vitality). They share photography tips and travel advice, but it is their ability to discover and capture the wonder of traveling that sets them apart. @小墨MO is truly outgoing and maintains a close relationship with followers, she even hosts private offline meetups
Kappa @Kappa held a live event at the INXX COHERE store in Beijing to showcase its 2018 Autumn/Winter jumpsuit collection called 222 BANDA. Many leaders in China's fashion scene attended the event. Fashion KOLs like @猫屎弟弟 and @Awesomethings promoted the new collection Weibo with hashtag #天生王炸 C位出道#. The campaign's Weibo hashtag has tracked 39.7M views and 180K discussions.
Guerlain @Guerlain法国娇兰 debuted 10 new fragrances this summer. To promote the fragrances, Guerlain employed Beauty KOLs like @东瓜嘀嘀, @斯诺依花姑娘, @梨薇Livy, and @吱儿吱儿吱 to create content across social media. Guerlain also held a giveaway, gifting perfumes to KOLs' fans. During the promotion period, Guerlain’s WeChat Index ranking increased 526% and the campaigns Weibo hashtag #秘密花园城游记# tracked 17.09M views and 17K discussions.
Adidas @adidasWomen collaborated with bicycle studio GuCycle @GUCYCLE to launch a summer exercise campaign in Shanghai. Adidas employed actress @張鈞甯, fitness blogger @Innereal, and fashion KOLs @七爷Jessi and @白晓萌_小布 to endorse its most popular sports bra. During the promotion period, Adidas' WeChat Index increased 715%. The campaign's Weibo hashtag #撬动极限, 有我撑你# has tracked 930K impressions and 722 discussions.
@檀圆舞 is a beauty, fashion, and mommy KOL on WeChat, Weibo, Yizhibo, and Meipai. @檀圆舞 started her blogger life in 2004 by sharing skin care product reviews. Her unique take on beauty and fashion soon gained her a significant following, she was especially popular for her “super skin care mix-and-match” content. In 2014, she became a
Vivo @vivo released their X21 phone with a new color, Night Purple. Vivo collaborated with Grazia @红秀GRAZIA to create a Vivo X21 Night Purple themed party on The Bund in Shanghai. Vivo invited fashion KOLs @赤坂沙世, @CherryGun陈星如 ,@张家衣, @Nikki-Min, and @AvaFoo and the star @周冬雨 to endorse the X21's new color edition. Vivo's WeChat Index increased by 223.96% on the day of the X21 pre-order launch, and the
AlkaAqua @统一ALKAQUA recently debuted hip-hop inspired pop-up shops in Beijing and Shanghai. The experiential marketing event was designed to compel attendees to indulge in the fresh vibes and share their experience on social media. Well-known hip-hop influenced bloggers like @周大静, @岛儿becky, @商总甜素纯, and @BLACKBAB attended the event to share their experience with followers. The campaign's Weibo hashtag #Fresh由我，玩出色# tracked more than 57M
Carslan @卡姿兰官方微博 recently debuted a line of mattifying cosmetic products avowing to give the skin a "fairylike finish". Carslan collaborated with @时尚COSMO to create a "Matte Studio" Tmall pop-up shop. Some pop-up shop attendees included fashion and beauty KOLs @熊吱吱finfin, @谭乔尹Emma, @黄星星fanfan, and TV personality @唐梓豪boy. The event's Weibo hashtag #有雾才叫仙# tracked more than 38M impressions and 60K discussions.
Dior @Dior迪奥 just expanded its bestselling line of Lip Glow products with the launch of Dior Addict Lip Glow Color Reviver Balms. Dior promoted the new Lip Glow line with Weibo hashtag #一起美到发光#, meaning "Let's Glow," and invited followers to join Dior's "Glow Squad". Dior's Glow Squad features several famous beauty and fashion bloggers like @仇仇-qiuqiu, @_Ryiii, @高与非, and @三三子Coco. Dior's Weibo campaign has
Hoegaarden @Hoegaarden福佳啤酒 and interior concept design brand K11 recently collaborated to create a garden in Shanghai city summer event. The "Green House" event provided fresh beer and food for visitors. Celebrity @宋轶xiaoyiyi and well-known KOLs like @沈韵菲, @周若雪Patty, @-马小蕊-, and @龚静Tippi were invited to promote the event. The event's Weibo hashtag #福佳 GREEN HOUSE x K11# has tracked 7.2M impressions and 6K discussions.
At a recent event, LANCÔME @兰蔻LANCOME launched a new summer lipstick collection. The launch event was limited to 101 girls and was attended by youth pop stars like@创造101-宇宙少女孟美岐 and @创造101-宇宙少女吴宣仪. Many fashion and beauty KOLs like@陈林夕_Miko @布丁奶茶Deer @Temi酱 and @_邹邹_ also attended the event and assisted with the social media campaign. The campaign's Weibo hashtag #夏日赤茶妆#tracked 120M impressions and 170K
CPB @CPB肌肤之钥 invited travel influencer and photographer @多啦C梦的口袋 and fashion influencer @原来是西门大嫂 to explore Corsica, France for a brand promotion journey. Both influencers vlogged their trip as they were pampered by the brand and learned about CPB's unique value proposition. CPB also collaborated with influencers like @在赤道吃冰棍, @北京小风子, and @Manty_Yin to promote their products across social media. The campaign's Weibo hashtag #借光养肤之旅# tracked 17.1M impressions and 3.3K
Estee Lauder @雅诗兰黛 recently held a launch party to debut its new lipstick. The Lips To Envy lipstick collection was inspired by California's summer sunshine, which was also the theme of Estée Lauder's summer time party. Several celebrities attended the event including @盛一伦 and @刘畅. Also, many well-known influencers were there like @Hani月哥小海盗, @独立不独行的喵咕酱, @深夜徐老师, @高与非, and @吉良先生. The campaign's hashtag #lipstoenvy# has
@彩妆师Regina is a Weibo endorsed beauty influencer, Sydney-based makeup artist, and founder of Dream Makeup Studio. On top of that, Regina is also a new mother. Regina's makeup videos are extremely practical focusing on product recommendations and step-by-step tutorials. What makes Regina stand out is her expertise as very few beauty influencers are actually professional makeup artists. Regina's unique positioning as a
Chinese sports fashion brand XTEP @特步中国 hosted a live event in Changsha in collaboration with Tencent Sports. The event centered around the World Cup hype and included activities like a football competition, dance off, and water sports. XTEP invited fashion, lifestyle, and fitness KOLs like @烦高_, @刘洛汐, @AnaCoppla, and @Betty周玲安 to promote the event on social media. The event's Weibo hashtag #企鹅跑, 聚好玩# tracked 11.6M
CHAUMET @尚美巴黎CHAUMET debuted a new jewelry collection in China called Bee My Love. To promote the new collection, CHAUMET rolled out a series of TV commercials with celebrity @钟楚曦 and KOL campaigns with bloggers such as @Awesomethings, @宝尼尼bnn, @Fashion_BangZ, @FashionModels, and @IBabeee. The campaign's Weibo hashtag #CHAUMETBeeMyLove# has tracked 8.2M impressions and more than 9K discussions.
LA MER @LAMER海蓝之谜 recently held its annual World Ocean Day environmental protection event. The event was designed to educate and entertain with beautiful deep sea decorations and various interactive displays. To generate broader social awareness, LA MER invited actress @秦海璐 and influencers like @吉良先生, @狐小狸, and @李佳迅Sue to feature the event on social media. The event's Weibo hashtag #BlueAwakening# tracked 3.1M impressions
In China, YSL @YSL圣罗兰美妆 is marketing their newest cushion foundation as supermodel makeup. The launch of the product triggered a lot of buzz on Weibo. YSL invited celebrities @戚薇 and@阚清子 and many beauty influencers like @MOK莫轻浮 and @lemondrizzle to promote the new cushion foundation. The Weibo hashtag #YSL 超模蕾丝气垫# has tracked 56K discussions and 73.5M impressions so far.
@时尚主播Linda is a well-known model and fashion influencer with 2.8 million fans across Weibo, Yizhibo, and Instagram. She often shares total fashion looks and her life as a model attending events and fashion shows. Her unique personality, charmed life, and IT Girl style has made her a standout on social media. Recently, she collaborated with
L'Occitane @普罗旺斯欧舒丹 teamed up with celebrities such as @M鹿M and KOLs like @刘小宛, @陈潇睡不醒, and @吕颖lvy for its Rose Secret Collection campaign. L'Occitane's collection and campaign are inspired by a romantic story of four sisters whos beauty like exotic roses. The KOLs' promotional content portraited different expressions of love and secret desire. The campaign's Weibo hashtag #玫瑰密语传情# has tracked 59.9M
The luxury brand Tod’s @TODS and sister footwear brand Hogan @HOGAN recently hosted a private dinner party in Shanghai for KOLs and brand advocates. Top-tier KOLs like @Anny_Fan, @金大川, @Bags包先生, and @韩火火 attended the exclusive event. The dinner was quite novel and a clever way for the brands to build genuine and lasting relationships with the brands' supporters. Many of the KOLs
Brooks Brothers celebrated its 200th Anniversary in Shanghai with its first ever China-based fashion show. The fashion show featured Brooks Brothers' ambassador Louis Koo and retro American men's fashion trends. Fashion KOL bloggers @王萌Monroe, @TheNik, and @MissFannyFan attended the show to share the experience on social media. The brands Weibo campaign hashtag #BrooksBrothers200# tracked 8.6M impressions more than 7.6K discussion. Brooks Brothers brand mentions
Hugo Boss @雨果博斯BOSS recently held an offline football-themed event in Shanghai's IAPM shopping mall. Hugo Boss, who has been the official apparel sponsor of the German soccer team, also set up a special series of shows and fun football games. Hugo Boss invited star @霍建华 and many KOLs including @吉良先生, @Chrison克里森, and @toni雌和尚. The campaign's timing dovetailed nicely
FENDI recently hosted its FF Reloaded Fashion Music Party in Shanghai. The event featured FENDI's FF Reloaded capsule series and rapper Jackson Wang's hit iTunes song “Fendiman”. JD.com also celebrated as FENDI has become one of the latest brands to join its luxury shopping platform TOPLIFE. Fashion bloggers @gogoboi, @吉良先生, @Dipsy迪西, @Becky贝七 and other well-known influencers attended the
Travel, fashion, and beauty blogger @Yukiko眼里的世界 has visited 45 countries and 180 cities. @Yukiko眼里的世界 is fearless and her content is lighthearted. She often shares local foods, off the beaten path attractions, and gives special travel advice. @Yukiko眼里的世界 also shares her interesting perspective on life and culture as she comes from a Sino-Japanese household. Apart from travel-related content, she is also
Hello Kitty @杭州hellokitty乐园 recently hosted an offline event at the Castle Hotel and Theme Park in Hangzhou. Several travel KOLs including @jennynui, @小墨brandy, and @豆小蔻啊 shared their experiences from the event on Weibo. Many Douyin KOLs like @我是十七啊, @顾晨迪, and @郭小敏 posted original short videos of the theme park. KOL @Janice简妮和 and @青春河边巢 live streamed on Yizhibo attracting 4.5M viewers. Other travel bloggers such as @咪游记
On May 14th, Weibo held its annual Influencer Festival event. Hundreds of large and small influencers from across China attended the event. Attendees participated in roundtable discussions, gave speeches, and accepted achievement awards. Some fashion bloggers like @美美de夏夏啊, @Kakakaoo-, and @张大奕eve celebrated the event by giving away discount coupons to fans for their own brands on Taobao. Weibo hashtag #超级红人节# tracked more
Earlier this month, Jo Malone @JoMaloneLondon祖玛珑 debuted the world's first aroma villas in cooperation with Jianyeli Capella Hotel @上海建业里嘉佩乐酒店. Jo Malone decked out four villas to create an experiential marketing opportunity for visiting lifestyle and travel bloggers. @Dipsy迪西, @刘筱bamboo, @郭享耳儿, and @陆冠弛JasonLu were some of the bloggers who took the villa tour and shared their experiences on Weibo, WeChat, Xiaohongshu and other social
The Chinese hotel chain BTR Home Inns Group @如旅随行 recently launched a marketing campaign with Weibo travel influencers. Many travel bloggers such as @乍暖行书, @程阅川, @阿久的旅记, and @独自旅行的姑娘宁静 stayed at different hotels across China to create travel-related content for the campaign. The campaign's Weibo hashtag #如旅随性fun达人# has tracked more than 9.6M impressions and 17K discussions.
Last month, Chinese oral hygiene company m-teeth @萌牙家电动牙刷 launched a campaign for its new electric toothbrush X2星耀系列. Many beauty and lifestyle bloggers such as @Jer, @豹纹儿, @小陆离_饭桶班长, and @甜片, created a range of product review content for posts on Weibo, WeChat, and other social media networks in China. Most influencers' posts included lucky draws or giveaways designed to
One of China's most popular dairy brands, @每益添, launched a creative marketing campaign that connected astrology to digestive health. The massively popular astrology blogger @同道大叔 created a comic series for the brand's Weibo campaign. Food bloggers @营养师文利, @中华小鸣仔, @营养师姜露, and @丸子安利菌 also participated in the Weibo campaign sharing short videos and articles. The campaign's Weibo hashtag #12星座消化榜# has tracked 3.1M impressions and 81K
@李丹妮 is a professional fashion model and parenting blogger with 400k followers on Weibo. Her blend of fashion, beauty, and parenting has captured the attention of young fashion-forward mothers across China. @李丹妮 is very active in China's fashion scene constantly featured in fashion shows, magazine spreads, and collaborations with fashion brands on social media. She often gets her daughter
Last month, PUMA @PUMA彪马 held a spectacular event in China to promote its new 24/7 Exercise campaign. At the event, PUMA's global spokesperson @LewisHamilton was joined by hip-hop dancer @黄景行SuperDino, and football star @吕文君11. Many fitness influencers like @Menthae, @SportyBitch_, @张驰-Franky, @MonicaGUO-茄子, and @闫子奇ziti supported PUMA by sharing posts on Weibo and WeChat. Weibo hashtag #24/7运动不打烊# has tracked 2.1M impressions and over 700 discussions.
Tom Ford @TOMFORD汤姆福特 recently launched an influencer campaign to promote it's latest Private Blend perfume. Beauty influencers @优里娜, @LU一丝, @杜芒芒mangotoo, @仇仇-qiuqiu, and @程晓玥YvonneChing created a range of product review content for posts on Weibo. Thier posts also included lucky draws designed to increase follower engagement. The campaign's Weibo hashtag #TOMFORD私人调香之旅# has tracked 5M impressions and more than 88K discussions.
Charlotte Tilbury @Charlotte_Tilbury recently opened a beauty counter in Hong Kong. World-renowned makeup artist and brand founder, Charlotte Tilbury attended the event to press the flesh of celebrities, influencers, and excited customers. A number of notable beauty influencers attended the event including @刘筱bamboo, @陆冠弛JasonLu, @IBabeee, and @原来是西门大嫂. Weibo hashtag #charlottetilbury# has tracked 5M impressions and more than 2K
Maje @MAJE官方微博 recently celebrated its 20th anniversary with a party in Beijing. Maje's founder and China brand ambassador @歐陽娜娜Nana attended the event to mingle with many well-known fashion bloggers including @左岸潇, @程晓玥YvonneChing, @张家衣, @时尚主播linda, and Hong Kong IT girl @Angela袁澧林. Maje's 20th anniversary Weibo hashtag #Maje20周年# has tracked 8.71M impressions and 6K discussions.
Italy shoe brand STACCATO @STACCATO_思加图 launched a more philosophical Weibo campaign with the open to interpretation hashtag #我觉得______就行#. STACCATO invited Taiwanese singer @DJRayRay and the gorgeous Tai Chi teacher @太極葉掌萌 to talk about its personal meaning. Fashion bloggers @Miss沐夏, @曹饭人, @邵玉菲Sophia, @清清missqing, and @周若雪Patty also participated in the campaign, sharing their own unique take on life. STACCATO
Last week, Japanese sunblock lotion brand ANESSA @ANESSA安热沙 hosted a new product release Tmall live stream with influencers @貓力molly, @kenjijoel, and @小蛮蛮小. The influencers shared travel stories and tips for protecting skin during the live stream. Brand ambassador @彭于晏 kicked off ANESSA's Weibo campaign with a set of commercial videos. Weibo hashtag #超常夏日超敢晒# has tracked 120M impressions and 9M discussions.
On April 13th, YSL @YSL圣罗兰美妆 held the Pioneer Concert in Shanghai featuring their Beauty Music Ambassadors @CPOPKing-黄子韬 and @TIA袁娅维. On April 16th, YSL held a Super Brand Day Tmall event inviting several prominent actresses and actors including @胡冰卿. YSL invited a various fashion and beauty KOLs to both events including @造型师淳子, @羅玛丽-, and @程晓玥YvonneChing. Weibo hashtag #yslrockstmall# tracked
L'Occitane @普罗旺斯欧舒丹 recently debuted a new bubble face cream. They also announced TV star Bai Jingting as the product's ambassador. L'Occitane collaborated with several Chinese and Korean beauty and fashion influencers including @Pony_朴惠敏, @常小辉, and @錢尼_CHANEY to promote across China social media. Many influencers gamified their posts with a raffle to increase engagement.
SavisLook is a Chinese lifestyle blogger based in the USA. She is a diverse lifestyle blogger covering topics like fashion, beauty, travel, and fitness. She also publishes her content on many Chinese and international social networks including Weibo, Wechat, Red, Bilibili, Youku, YouTube, and Instagram. SavisLook has some distinct advantages being based in the USA, but she is still
Last week, CHANEL @香奈儿CHANEL debuted their COCO Game Center, a gamified pop-up event experience, in Shanghai's K11. CHANEL invited fashion and beauty bloggers like @Ma_Suki, @Ango_lin, @李怡霖-李10, and @kittywenny to the grand opening. The bloggers also promoted CHANEL's Game Center on Weibo with hashtag #可可小姐限时游乐厅#. The hashtag has tracked 180M impressions and 857K discussions.
JD Fashion @京东时尚 teamed up with ELLE @ELLE and collaborated with fashion influencers like @有腔调凌教授 to create a spring fashion video series. JD Fashion also launched a Weibo campaign with hashtag #人各有质#. The hashtag has tracked 68.3M impressions and 8.7K discussions with help from fashion influencers such as @Miss不吃藕, @貓力molly, @嘎兰, and @伪少年K先生.
@小猪姐姐zz is a post-graduate student at China Academy of Arts. Using her superb art skills, she has become a renowned beauty KOL. One form of content she is particularly famous for is imitating actresses and even actors' looks. In March, she collaborated with ELLE @SuperELLE to re-create Jeanne Samary makeup look. Because of her
Coca-Cola @可口可乐 recently launched their "City Can" campaign in Beijing, Shanghai, Changsha, and Luoyang. Coca-Cola's campaign spokesperson is celebrity @M鹿M. The campaign's Weibo hashtag #可口可乐城市罐# has tracked massive engagement with contributions from a wide range of fashion and travel influencers like @曹静moon, @和菜头, @囤仔, and @貓力molly. Coca-Cola's WeChat index brand mentions have spiked as much as 504%.
@Uta醬巴黎live is a young designer and lifestyle influencer living in Paris. Most of her videos focus on her obsession with French cuisine. However, she keeps things fresh by also touching on fashion, culture, and travel. Though the core of Uta's content is short-video, she maintains a close connection with followers with weekly live streams. The fact that Uta
KENZO @KENZO-PARFUMS凯卓 recently premiered BELLE DE JOUR SACRED LOTUS face lotion and eye contour in a promotional collaboration with actor @侯明昊Neo and actress @胡冰卿. In addition, KENZO employed fashion and beauty influencers like @桃子carol, @momo酱也是徐老师, @-水蛋蛋-, and @Locohepta to create detailed product reviews on WeChat and Weibo.
MAYBELLINE @美宝莲纽约 recently premiered their Fit Me Foundation at an offline event in Beijing and via a live streaming show on T-mall. Fashion bloggers @杜一妮, @安妮小番茄_, @sitara就是梨落落, and @Twins小芒果 attended the event to promote the new product on Weibo. MAYBELLINE also collaborated with @扇子NO_FAN_NO_FUN and @Fil小白 to produce short promotional videos for social. The majority of influencers selected for the campaign had edgy and
A MiuMiu @MiuMiu pop-up shop #miumiudisco# recently debuted in Nanjing. The pop-up shop's disco-inspired compliments MiuMiu 2018 S/S collection. On opening day, MiuMiu held a special cocktail party inviting several actresses, including @宋茜, @宋佳, and @歐陽娜娜Nana. Many fashion influencers also attended the event, including @澄澄ok的, @gogoboi, and @大Mia的时尚账号. In the past two weeks, 123 influencers mentioned Miu Miu in 159 posts, generating ￥8M in social media exposure
La Mer @LAMER海蓝之谜 recently held an art exhibition at Taikoo Hui in Shanghai to promote a new skin tone matching moisturizer cream. Part of the events' experiential marketing included five skin tone themed photo booths. La Mer also invited @VK大魔王, @Sayi酱, @Amanda的小厨房, and @模特于溪 to the event to promote the new product line on Weibo. The campaign's hashtag #lovelamer# has tracked 61M impressions and 53K
Douyin just announced an e-commerce linking deal with Taobao. Most social media platforms in China have seamless e-commerce linking functions, however, Douyin was originally lacking any ability to link or access external sites. A shopping cart logo has been added to the user interface which content publishers can use to link to product pages on
In the past 30 days, DARPHIN @DARPHIN朵梵 has collaborated with a large number of notable fashion and beauty KOLs to promote their new DARPHIN French Garden Gift Box. Some of the top-tier KOLs were @黎贝卡的异想世界, @Kevin凯文老师, @MK凉凉, and @Pony__朴惠敏. Each KOL posted a detailed product review with a link to the e-commerce store. KOLs also encouraged fan store post for
Gap @Gap1969 x POP KIT @POPKITBEAUTY have launched an official collaboration. Earlier this month, a joint pop-up shop opened in Shanghai. Beauty expert @Tommy王禹童 was invited to the opening event. He conducted live makeup demonstrations using Pop Kits products. Fashion KOLs @CHAMI厘米, @睿睿cheryl, @饭菌菌_make_up, and @桃子carol also attended the pop-up shop opening to generate buzz on Weibo for the collaboration. The KOLs participating in the
@李文鱼大哥哥 is a micro-KOL on WeChat and Weibo. She currently lives in the UK. Besides sharing her life in England, her content teaches followers how to utilize colorful fashion designs to create elegant vintage looks. Most of the apparel and accessories she features are from affordable brands making her style accessible. Also, she thoughtfully
Mukzin @密扇MUKZIN collaborated with Tmall @天猫 to premiere its 2018 F/W “Woman Xia” collection at a runway show in Paris. Mukzin revitalized a diverse range of Chinese folk art with modern fashion design. Fashion bloggers @AvaFoo and @徐峰立 attended the runway show to later post detailed articles on Weibo and Wechat about the young Chinese brand. Additionally, fashion bloggers @手边巴黎urruolan, @汤媛媛Mini, and @喵爷-吴淼 promoted the brand's 2018
Astrology KOL @Alex是大叔 recently became an official brand ambassador for LANEIGE @兰芝中国. LANEIGE's latest KOL campaigns promoted their Love Potion Limited BB Cushion. @Alex是大叔's Love Pills Weibo posts elaborated on love through the eyes of astrology. He encouraged followers to re-post for a chance to win free gifts. Many other KOLs participated in the Weibo #爱情灵药# campaign including @yum7 and @我的前任是极品. Last week, 23
Hong Kong's leading optical hair removal brand Dermes @dermes光学脱毛中心 has been a strong advocate of KOL marketing since coming to Mainland China in 2010. They commonly trade free hair removal sessions for exposure or run performance-based campaigns. Beauty blogger @三坨土 recently vlogged her hair removal experience. @Melilimfu wrote long-form articles detailing her recent visit. Famous host @VJ雅静 and
Chanel @CHANELBEAUTY recently premiered their CHANCE EAU TENDRE cushion perfume in China. Chanel collaborated with @歐陽娜娜Nana to produce promo videos for the CHANCE EAU TENDRE collection. Chanel also invited many notable fashion bloggers, such as @莲太太, @特立不独行的喵咕酱, @clover张三, @__邹邹__, and @刘小宛, who promoted the product using the theme “Romantic Encounter”. Some KOLs encouraged engagement by inviting followers to share their own love
@刘筱bamboo studied in Britain, which seems to have given her a more worldly view and sharper sense of fashion and beauty. Her writing style is open and fresh. She doesn’t just share the latest trends but talks about the beauty of life. Her words are delicate and warm giving her readers a
The History of Whoo @The_History_Of_Whoo后 recently held a product launch event in Shanghai. Skincare expert and beauty KOL @李炎宗 shared a live skincare tutorial at the event. The History of Whoo also invited beauty KOLs @Sus十四十四, @Yuki九九希, and @June欣 to cover the event to promote on social. Beauty KOLs @三三子Coco, @Vanessa_娜萨酱, and @莲太太 collaborated with The History of Whoo to create detailed product review videos. They
@易烫YCC is probably the only beauty KOL in China to have studied chemical engineering at the University of Cambridge. She only started her beauty blogger career in 2016 but has become quite popular due to her unique beauty inclinations and pleasant onscreen confidence. Japanese and Korean makeup styles still dominate beauty preferences in China. @易烫YCC sets herself
Last week, Under Armour @UnderArmour held a 3-day product line launch event at Shanghai's Global Harbour. To promote the product line's "hate gravity" tagline, the event featured an assortment of gravity-defying interactive experiences including trampoline basketball and a skydive wind tunnel simulator. Under Armour invited a wide assortment of photography, fashion, sports, and music KOLs like @赖蒙lemon, @ZY喜哥, @OneFit陈蕴jordan, and @李大奔 to share
In preparation for CNY and Valentine's Day, MAC @MAC魅可 has launched a Lunar New Year makeup collection. MAC's marketing broke the mold of other CNY focused campaigns by forgoing the "year of the dog" gimmick and making the peach blossom and luck the focal points. Many beauty influencers, including @赖赖是Zoe, @-JoyceLemon-, and @Cicicely were commissioned to create "how to" video
BeautyCam @BeautyCam美颜相机 recently launched a new function called “Blockbuster Studio”. For their marketing campaign, BeautyCam invited many edgy fashion KOLs, including @次仁德吉-, @小猪姐姐zz, @Vivekatt, and @momo酱也是徐老师. All the KOLs had to follow strict content guidelines like all posts included detailed tutorials on how to use the new functions with a selfie demonstration. Some KOLs invited their followers to share their own BeautyCam
Estee Lauder @雅诗兰黛 recently debuted CNY festival inspired designs for their most iconic products. Estee Lauder's social media promotion campaign heavily relied on original content from KOLs and KOL distribution. Some notable beauty KOLs involved in the campaign were @寻小Mei, @iamsingular, @lemondrizzle, and @特立不独行的喵咕酱. The main mechanism used to stimulate engagement was a link to an H5 lucky draw landing page.
Biotherm @碧欧泉Biotherm recently held a product launch event in Shenyang. Actor @欧豪 and beauty expert @侯聪Kevin attended the event to share their skincare tips during a live stream on Yizhibo. Many beauty bloggers, such as @粉粉qian, @毛毛MM___, and @D_蛊小, collaborated with Biotherm to promote their CNY Limited Edition LIFE PLANKTON™ ESSENCE. The campaign's hashtag #新年新肌我# has tracked 23M impressions and 130K discussions.
Samsung @三星GALAXY盖乐世 just released the Galaxy S8 Burgundy Red Smartphone. Their social media promotion strategy included partnerships with an array popular fashion and technology bloggers like @Pony__朴惠敏, @FM思俊, @韩恩汐汐, @江雨萌, and @黎洛KIKI. Samsung made a concerted effort to make sure KOL's post were contemporary and interesting by incorporating hot topics like Paris Fashion Week. They also ensured consistency across posts by instructing KOLs to wear
Japanese makeup brand Shu Uemura @植村秀中国 recently announced actress @我是娜扎 as their China brand ambassador. At the same time, Shu Uemura released a new line of Rouge Unlimited Lipsticks. Shu Uemura invited many beauty bloggers, including @顶酱oni, @莲太太, @飘雪的星期八, and @_Ryiii, to create product reviews on Weibo. As Chinese New Year is just around the corner, some Chinese beauty bloggers
In 2017, Cherie @雪梨Cherie was ranked the #1 Fashion KOL by Alibaba's KOL Consumer Impact Report. Cherie's popularity on Weibo was the main driver of a hugely successful year for her fashion brand Chinstudio. Cherie now works less with brands, choosing instead to use her popularity and marketing savvy to promote her Chinstudio and her new maternity brand 初礼firstgive. In November last
Clinique @Clinique倩碧 recently released their newest product for the China market, Fresh Pressed 7-Day System with Pure Vitamin C. Product endorsements from celebrities @彭昱畅, @辛芷蕾, and @张慧雯wen kicked off the initial promotion. Many popular beauty influencers, including @小小莎老师, @美伢姐姐Makiyo, @周小晨kiki, and @MK凉凉 participated in the promotional campaign on Weibo tracked by hashtag #熬夜这题我选C#. Clinique had KOLs invite their followers to comment and share for a chance to
BMW @宝马中国 is collaborating with 10 ski resorts surrounding Beijing to hold 10 different themed events every Saturday from Dec 2017 through Feb 2018. BMW is encouraging attendees to share their skiing photos and videos on Weibo by randomly giving away ski resort tickets to those that use the hashtag #BMW超级热雪攻略#. The campaign's Weibo hashtag has tracked more than
Fresh @Fresh馥蕾诗 held an offline event in Shanghai for the release of their new product Black Tea Kombucha Facial Treatment Essence. At the product launch event was actor @陈坤 and fashion KOLs @AndyKoh, @李晖616, and @周游_希望小学周主任. Coinciding with the product launch event, Fresh collaborated with BeautyCam @美颜相机 app to launch a “Black Tea Essence” AR selfie filter. And on
Shiseido @SHISEIDO资生堂官方微博 recently released a Lunar New Year Limited Edition Ultimune Power Infusing Concentrate. A product endorsement from actor @黄轩的微博 kicked off the initial promotion on Weibo with hashtag #新年傲娇底气#. Many popular fashion and beauty KOLs, including @Yvonne张樱, @刘小宛, and @睿睿cheryl, participated in the promotional campaign. Shiseido had KOLs invite their followers to comment and share for a chance to win free gifts.
To generate awareness and spur sales for their new Double Rouge Matte Metal Lipsticks, Dior @Dior迪奥彩妆 collaborated with many high-profile beauty KOLs including @黎贝卡的异想世界, @扇子NO_FAN_NO_FUN, @momo酱也是徐老师, and @睿睿cheryl. Dior implemented fairly strict creative guidelines for KOL's image posts. Broad tracking of KOL product review posts was done with hashtag #金属心, 不单纯# on Weibo. For individualized performance tracking, each beauty KOL posted a trackable e-commerce link and their
Chinese beverage brand Nayuki @货奈雪的茶Nayuki recently opened their first store in Shanghai. Nayuki held a soft open tasting event for fashion and foodie KOLs. @陈瑶_Ivy, @西西里亚Cecilia, @Cgirl谱哥-刘兰谱, @懒爷满满正能量, @噗嗤大叔, and @零叄饱饱- were among the KOLs invited to promote the new store. The KOLs posted pictures and wrote reviews on Weibo to raise awareness for the brand. Hashtag #奈雪の茶# tracked 6.91M impression on
The French skincare brand Caudalie @法国欧缇丽CAUDALIE recently premiered its new grape seed anti-aging skincare product, Vine, in China. The brand held a PR event in Guangzhou and invited makeup artist @健兴老师 to share his skin care tips via a live stream. Previously, the brand has worked with HeyJuice @HeyJuiceCleanse on inventing a fresh grape drink for glowing
On the first day of 2018, @SK-II premiered a Chinese New Year Limited Edition Facial Treatment Essence with an endorsement from actress @倪妮V. Many beauty KOLs, including @雯姑娘Sabrina, @清清SH, @喵爷-吴淼, and @阿花花酱, took part in the product's promotion. The campaign's hashtag #以梦想，撰写新一年# tracked 25 million impressions and 14K discussions on Weibo. Last week, SK-II was mentioned by 76 KOL across 6 social
FILA @FILA recently held a PR event in Beijing to showcase their 2018 FILA FUSION spring collection. They invited many mainstream fashion media channels and fashion bloggers like @玩美miss蜜, @王幼宣幼乖, @Zoe-大猫儿, and @THE1201. FILA has long maintained cooperation with fashion bloggers as KOLs have become a standard part of their PR media mix. FILA's 2017 year-end party FILA FUSION was
In 2014, 28-year-old Leiyunqi @MK凉凉 quit her job to focus full-time on her beauty blogger career and CEO of brand Pink Star Beauty. Her real-world beauty knowledge and inspirational tutorials quickly set her apart from the common beauty blogger. Within seven months of launching her WeChat account, she had amassed more than 100K followers. After just
Los Angeles-based powerhouse retailer REVOLVE @REVOLVE官网 has mastered attracting China consumers attention by collaborating with well-known fashion and beauty bloggers. REVOLVE ability to develop reciprocal relationships with KOLs has lead to a lot of free promotion, especially from KOLs like @IrisQuan, @himiko, @方苒生, @小兔Stephanie, and @阿蕾Lena. Hashtag #REVOLVEME# has tracked 220M impressions and 37K discussions. This year's REVOLVE x MyMM
Macy’s @美国梅西百货 invited KOLs @Jessica白洁, @小章鱼大丸纸 and @摄影师林海音 to create a series of Christmas gift guide videos on Weibo. Macy’s also opened holiday pop-up stores in Beijing and Shanghai featuring model @陈碧舸Bonnie and KOLs like @LemonT_柠檬提, @韦嗯Wayne and @王潇_潇洒姐. Hashtag #一起macy's has tracked 6M impressions and 500 discussions on Weibo so far.
American skincare brand WEI @WEI蔚蓝之美 partnered with Sephora @丝芙兰SEPHORA to launch in China. WEI's first China marketing campaign included product seeding to popular fashion and beauty KOLs like @王恋Lynn, @凉水-淼淼, @Feya-saying, @Kiya_yaya and @the木兰show. Many of the KOLs created original product review posts on Weibo and WeChat. WEI's brand mentions on WeChat reached almost 400K a 167% increase.
Adidas Originals @adidasOriginals recently held their annual Endless Originals event in Shanghai. Adidas Originals’ brand ambassadors @DavidBeckham and @AdrianneHo_流汗女神 opened the ceremony, along with movie stars @angelababy, @水原希子_Official and KOLs like @陈碧舸Bonnie, @-张雅楠, @Innereal真里, and @葡萄宁Grape. Hashtag #原创不息# tracked 620M views and 11M discussions on Weibo. Adidas brand mentions on WeChat increased 5,252% that day.
Airbnb recently held its largest community event since entering the Chinese market. More than 200 hosts from across China gathered to share their hospitality stories. @Airbnb爱彼迎 invited writer @安东尼 and travel blogger @貓力molly share their most unique travel experiences. The event's hashtag #爱彼迎家年华# tracked 1.3M impressions and 3K discussions on Weibo. Last week, 9 influencers mentioned
LANCOME @兰蔻LANCOME premiered a new Miracle Secret fragrance on their winter mystery tour! Fashion and beauty bloggers @欧豪, @李现ing, @阚清子, @辛芷蕾, and @gogoboi participated in Miracle Secret's "Do You Want to Know My Secret" short videos campaign. KOLs @杜芒芒mangotoo, @VincyJ, and @赵灿灿-CAN also joined the campaign, tagging their posts with hashtag #兰蔻奇迹密语香水#. The campaign hashtag tracked 29.3 million impressions and 89K discussions. Last
LA MER @LAMER海蓝之谜 recently debuted their newest Time Stands Still anti-aging skincare collection. LA MER partnered up with celebrities like @秦海璐, @姚晨, and @设计师兰玉 and celebrity photographer @陈漫ChenMan to create promotional short-form social media videos. Other KOLs like @霍球, @wonder弯弯, @VK大魔王, and @好好活着小姐 took part in the campaign using hashtag #鎏金焕变逆转时光. The KOL marketing campaign hashtag tracked 75M impressions and 74K discussion on Weibo. Last week, 27 influencers mentioned La Mer in 31 posts, generating ¥1.3M in social
Huawei @华为终端官方微博 announced the launch of their newest smartphone, the Huawei Nova 2S or "Nova star", at a PR event in Beijing. Huawei invited @黄灿灿acan to create a nude makeup tutorial with the new phone, and fashion blogger @徐峰立 lived streamed the event to 150K viewers. Several photography bloggers were also invited, including @留予刘雨果, @菜尾蝗-旅行摄影, and @步恩撒 . Hashtag #华为nova2s四镜头# tracked 150M impressions and 2.8M discussions on Weibo. Huawei brand
China fashion blogger @姗珊闪闪 has 350K followers on Weibo and 790K followers on Youku. She mainly blogs on western fashion styles, though she occasionally features home decorating and skin care products. Her content is very functional and practical, focusing on sales, best places to buy, and linking directly to cross-border e-commerce shops. @姗珊闪闪's personal style
Last week, Jo Malone @JoMaloneLondon祖玛珑 invited @Anny__Fan and @Dipsy迪西 to their experiential marketing driven "Idea Store" in Beijing's Sanlitun for the launch of a limited edition Christmas collection. In Chengdu, fashion blogger @程晓玥YvonneChing attended their Christmas party. With the help of fashion and beauty bloggers @尤马马, @浪里小草莓, and @是VC呀, hashtag #缤纷圣诞,献礼狂欢# tracked 42.6M impressions and 6.7K discussions on Weibo. Last week, Jo Malone brand
Marie Claire @嘉人 and Amway's ARTISTRY @ARTISTRY雅姿 held a collaborative event in Beijing last week. This year's theme was "Unbounded Youth" and featured top international youth culture fashion brands. The event attracted dozens of China celebrities, including @李冰冰, @Angelababy, @刘亦菲, and @唐嫣. There were also many notable fashion bloggers in attendance like @AnaCoppla, @囤仔, @魏莫斯why, and @王雪兒_Snowbaby. Hashtag #2017嘉人中国风# tracked 1.11 billion impressions and
Weibo V Parenting Influencer Summit 2017 was held yesterday. Weibo invited more than 200 mommy and parenting influencers and MCNs to the event. The maternity and parenting influencer industry is booming in China as millennial parents are turning to KOLs for child-rearing advice. Twenty maternity and parenting KOLs were presented with awards including @鲍秀兰, @张思莱医师, @虾米妈咪, @三个妈妈, @拿云公子是10后, @辣妈春卷, @熊叔厨房, @恩小恩和爱小爱, and @渡渡鸟. Hashtag #母婴v时代# tracked
Guerlain @Guerlain法国娇兰 just launched a significant China social media marketing campaign for their Kiss Kiss Matte Lipstick collection which featured a wide range of collaboration with celebrities like @杨洋icon, @聂子皓, @毛林林NIKITA and @YEPGIRLS戴燕妮, and beauty KOLs like @睿睿cheryl, @佳佳酱很好吃, @June欣, @奋斗的小斤斤, @杨亘 and @周彦辰. The campaign’s hashtag #分时诱惑# tracked more than 800M impressions and 840K discussion on Weibo. Guerlain's brand mentions on WeChat increased an astonishing 52,055% reaching 1.3M.
@Lin张林超 is building a fashion empire on the back of her personal social media following. Taobao's Store Trading Index ranked her fashion brand LIN EDITION LIMIT in the top 30 for sales on Singles Day 2017. She was also ranked 3rd in the E-commerce Influencer Value Index. She leverages her 4.4M fans on Weibo
Brawl on the Bund is bi-annual charity boxing event held in Shanghai by White Collar Boxing China @WeBox白领拳击. Last week's brawl attracted over 1,000 people for the white-tie dinner to watch eight boxing matches, with regular Shanghai residents who have trained professionally for three months. WeBox also invited bloggers @方小叶, @Miniie嚒小妮, @豆豆中最美的那个, @塔林夫Atom, @宅七slyva, and @程也晴 to attend
Gudak Cam is a ¥6 smartphone photography app created by a Korean startup called Screw Bar. The app replicates the old-school film development process by limiting the number of pictures users can take and requires several days to "develop" the images before they can be viewed. Hashtag #gudak# has tracked 7 million impressions
Korea's most popular beauty KOL Pony @Pony__朴惠敏 just launched her cosmetics brand PONY EFFECT @PONYEFFECT outside of Korea. PONY set up pop up shops in Taiwan, HK, and Chengdu for the brand's China debut. PONY EFFECT collaborated with several fashion and beauty KOLs, including @崔花花花9, @睿睿cheryl, and @百变沛莉-Peri. PONY EFFECT largely focused their KOL marketing campaigns on Wechat, Weibo,
This past Black Friday, the cross-border e-commerce platform Kaola.com @网易考拉海购 surpassed the previous year's Black Friday sales in 19 minutes. Total sales volume was 550% more than the previous year's sales. Kaola.com Black Friday promotion campaign included more than 500 mid-tier and micro beauty and fashion KOLs on Weibo, including KOLs like @Miniie嚒小妮, @余霜YSCandice, and
Meitu @美图手机 is arguably the most popular smartphone brand among China's millennial females. Meitu also has the most robust KOL marketing strategy of any smartphone brand selling in China, often inviting hundreds of KOLs to participate in campaigns. Last week, Meitu invited 30 KOLs from across China to a press
Armani @阿玛尼 recently launched a nude makeup campaign on Weibo to promote their new generation of tinted creams called CREMA NUDA. Their strategy heavy relied on KOL collaborations. Last week, 63 beauty KOLs mentioned Armani. Some notable beauty KOLs including @Si_u_, @饭菌菌_make_up, @毛毛MM___, and @小西al. The campaign's hashtag #我行我素# tracked 65M impressions and 14K discussions on
Last weekend, Hong Kong's leading fashion brand AAPE @aapestore sponsored the SpongeBob Run @SpongeBobRun fitness event and concert in Shanghai. The 4km run was followed up by live performances by the popular Chinese hip-hop group @红花会_Official and Taiwan jazz artist @李科穎. AAPE invited 10 KOLs from across the country to run at the event, including @傅沛MelilimFu, @庞莹,
The Victoria's Secret @VictoriasSecret维多利亚的秘密 Fashion Show in Shanghai featured 55 supermodels from 20 countries. China is quite proud of the seven featured Chinese supermodels: @刘雯, @Ming奚梦瑶, @何穗, @雎晓雯, @谢欣XINXIE, @ChenEstelle陈瑜, and @ONE王艺. In addition to the many stars, several key fashion bloggers attended the event, including @韩火火, @反裤衩阵地, @深夜徐老师, @gogoboi and @Bags包先生. Hashtag #vsfshionshow# tracked 958K impressions on Weibo. In the past week, 36 influencers mentioned Victoria's Secret in 38
@Janice简妮 is one of the hardest working mommy KOLs in China. Her lifestyle blog and live streams cover travel, food, fashion, makeup, child raising, and more. Her 2.8M fans on Weibo and 3.1M fans on Yizhibo love her sense of adventure as much as the wide range of topics she covers. Her hashtag #简妮的生活美学# for food she discovers has gone viral
Japanese skincare brand Shiseido @SHISEIDO资生堂香港 partnered with Chinese luxury department store chain Lane Crawford @连卡佛_LaneCrawford to open a skincare parlor in Hong Kong. Shiseido ran a campaign to promote the parlor's opening and a limited edition Christmas gift box with 11 Hong Kong fashion and beauty influencers, including @方小叶, @任子墨Crystal, @HiyaSonya, and @林瑋vv. Twenty-two posts were created by the KOLs across WeChat,
Michael Kors @MichaelKors event The Walk is a global street style campaign that has been featured in London, Milan, Paris, and New York. On November 15, The Walk 2017 was held in Shanghai. KOLs and celebrities like @杨幂, @HERO趙又廷, @林允Jelly, and @Fil小白 attended the event. Michael Kors invited fashion bloggers @ColorBlocker, @凌听雨, @MAOJIAYING, @WENJUNLAU, and @ColaTasty to create
At just 24 years old, the independent designer @苏小豪SUHAO and his fashion brand SUHAO are at the forefront of creating China's youth fashion trends. In 苏小豪 own words "Even though I'm young, I've been honing my craft for a long time. I don't chase fashion trends because I want to lead them". @苏小豪SUHAO is also a KOL in his
The New York City lifestyle fashion brand, botkier @botkier is quite popular in the USA, but they are new to marketing in China. For 2017's 11.11 e-commerce extravaganza, botkier collaborated with fashion Influencers @凌听雨 and @大脑门BigForeheads who created content on WeChat, Weibo, and Red. @凌听雨 Red post generated 478 community engagements. Weibo posts' engagements were 1.5% of total reach.
Dove Chocolate @德芙悦时刻 leveraged a much less common approach to KOL marketing, using KOLs to amplify the distribution of celebrity endorsement content. Dove started by collaborating with celebrity Liying Zhao @赵丽颖. Liying sang the jingle for Dove's new animated short music video. Dove used KOLs like @小Kiee, @Liensa小乖乖, @心事街邮局, @小西al, @可涵lyn, and @kss486 to amplify the distribution of the
Baby milk company, Aptamil @Aptamil爱他美 collaborated with e-commerce platform Kidswant @孩子王kidswant to create a live streaming campaign. They invited three top-tier Mommy / Babby KOLs @long-lena, @草莓小玩子丨, and @周小姐Vicky to share their unique approaches to caring for their own children. The live stream on Yizhibo generated 6.2M viewers. Last week, 15 influencers mentioned Aptamil in 16 posts, creating 1M in social media exposer value. Hashtag #爱他美 燃烧吧小宇宙# (Translation:
Canon @Canon佳能 G9 series cameras became very popular with bloggers due to the flip screen's ability to be forward facing. So of course, Canon turned to bloggers for promoting the newly released Powershot G9 X. Canon worked with a range of creatives, such as @程晓玥YvonneChing, @江南BoyNam, @徐峰立, @刘小宛, @刘小懒, and @清清missqing. Hashtag
Qingdao University fine arts student and post-90s lifestyle blogger @ACui阿崔 has more than 1M followers on Weibo. @ACui阿崔 videos, live streaming and image posts cover a wide range of content from art, travel, food, and beauty. But truly, it's her positive energy and focus on high-quality creative that sets her apart. And we just love
Christian Louboutin @ChristianLouboutin官方微博 commenced a groundbreaking collaboration with e-commerce platform MyMM. To promote Christian Louboutin's first official online sale channel in China, MyMM invited bloggers @手边巴黎urruolan, @邵玉菲Sophia, and @Anny__Fan to their Hong Kong store. In the past week, 5 influencers mentioned Christian Louboutin in 5 posts, generating ¥5M in social media exposure value. Christian Louboutin
Last week, YSL @YSL圣罗兰美妆 hosted a party to celebrate the opening of a store in Shanghai and to promote their new line of Volupté Tint-in-Balm hybrid lipsticks. YSL did a fabulous job of incorporating experiential marketing elements into the new shop, which created the perfect conditions for attendees to snap photos and share. Some notable beauty KOLs attending
Last week, Tommy Hilfiger @TommyHilfiger held a re-opening ceremony for their renovated boutique store in Shanghai's Kerry Center Mall @上海静安嘉里中心. Hilfiger invited celebrity Shawn Yue @余文樂 and fashion KOLs @李晖616, @Anny__Fan, @Ethan-007, and @Dipsy迪西 to the event. Tommy Hilfiger had 27K brand mentions on WeChat that day, a 314% increase. Hashtag #TommyX余文乐# (Translation: TommyXShawn Yue) tracked 78.67M views and 9K discussion
Last week in Shanghai, Calvin Klein did something a little different for their #CALVIN KLEIN PERFORMANCE# fitness event. They invited gymnastic coaches from New York to teach trampoline classes. Some notable fitness and fashion KOLs were also invited to attend, including @kikikang康倩雯, @SportyBitch_, @BLACKBAB, @yuyuzhangzou, @Hachi八哥哥. Calvin Klein was mentioned 334K times on WeChat that day, a 1427% increase.
Shanghai-based, @BLACKBAB is one of China’s freshest up-and-coming Fashion & Beauty KOLs. Her Western-influenced street style has gained 260K follows on Weibo/Yizhibo and helped differentiate her FRESHBAB fashion label on Taobao. BLACKBAB has collaborated with brands like Pepsi @百事中国, @CalvinKlein, and Puma @PUMA彪马. Most recently, she collaborated with fashion KOL @李怡霖-李10 in an Audi @奥迪 video campaign. The video's generated 355K views so far.
Smartphone manufacturer OPPO @OPPO and fashion brand SANKUANZ @上官喆SANKUANZ recently launched a cross-promotion campaign featuring an OPPO hoodie collection and the R11s smartphone. OPPO invited several fashion KOLs to promote and create original content, including @Anny__Fan, @张家衣, @王新宇WANGY, and @赵涛AO77. In the past week, 52 KOLs mentioned OPPO in 77 posts, generating ¥8.5M in social media value.
Last week, Dazzle @DAZZLE-Fashion collaborated with Razzle @RAZZLE in an appropriately named catwalk show #It's Razzle Dazzle Time#. Many fashion bloggers and celebrities attended the event, such as @周冬雨, @金大川, @纪凌尘chan, @Anny__Fan, and @angelica张宇. Actor Dan Stevens and supermodel @刘雯 were the special guests of the event. Hashtag #It's Razzle Dazzle Time# tracked 68M views and 80K discussions on Weibo. The day of
Gucci @GUCCI transformed Shanghai's historic Sunke Villa into a flourishing garden adorned with lanterns and soft pink lighting for a private party to showcase their new Gucci Bloom perfume. Some notable KOLs and celebrities attended the event, including @vivianxu1105, @gogoboi, @玩美miss蜜, @lingylingywu and @倪妮V. In the past week, 30 KOLs mentioned Gucci in 54 posts, generating ¥1.4M in social media
Anny @Anny__Fan has 2.7M fans on Weibo. Anny runs her own fashion brand Style On Top @StyleOnTop工作室, however, she still collaborates with brands like @Fendi, @香奈儿CHANEL and Louis Vuitton. Recently, Anny was invited to attend #Stella McCartney SS 2018# Fashion Show where her live stream generated 190K views. Her personal topic #SOT安妮日记# (Translation:
MINISO @名创优品 held a Pink Panther themed party in Guangzhou to lunch their Pink Panther product series. MINISO, is a Chinese low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware. The brand's event had 24K viewers watching the live stream. With help from fashion KOLs
At Macao Fashion Week, La Perla @LaPerla collaborated with top celebrities, supermodels, and fashion KOLs to showcase their Spring/Summer 2018 collection #LaPerlaSS18#. Supermodels #Natasha Poly# and @刘雯 were featured models in the catwalk show. Fashion bloggers @郝娉婷, @李怡霖-李10, and @红花会_BrAnTB小白 covered the event on social. Celebrities @范冰冰 and @胡兵 were the special guests of the event. @胡兵’s Yizhibo live stream of the event generated 770K
This year, Budweiser @百威啤酒 celebrated Halloween a little early in a crossover campaign with fashion incubator LABELHOOD @LABELHOOD. At Shanghai Fashion Week, the two companies threw a #Night of the Living Red# Halloween party. Some notable influencers attended the party, such as @江南BoyNam, @李怡霖-李10, @手边巴黎urruolan, and @Junna_Tang. Hashtag #Budweiser X Labelhood# tracked 4.53M views and 65K discussions on Weibo.
At Shanghai's fashion week, MAC @MAC魅可 collaborated with movie star Linyun @林允Jelly and fashion designer Jicheng @吉承 to reveal the "Secrets of Jicheng's Makeup Look". In a live stream, Linyun challenged models to recreate Jicheng's double color lip color makeup. The live stream received 61.5M impressions on Yizhbo. More recently, MAC invited fashion KOL @韩火火 to share nude
Estee Lauder @雅诗兰黛中国 organized a charity concert during Shanghai's Fashion Week @上海时装周 announcing the launch of its 25th Anniversary Pink Ribbon collection. The Pink Ribbon collection is part of Estee Lauder's breast cancer awareness program. @马思纯 and top domestic designers, @设计师王陶, @SIMONGAO微博, and @WECOUTURE高级订制 collaborated to promote the Pink Ribbon campaign. Pink Ribbon hashtag #粉红丝带25周年# has tracked 33.1M impressions and 110K
The Chinese cosmetics brand REC @REC官方微博 launched their new RUNWAY BLUE collection with a runway show in Beijing. REC invited beauty vlogger @深夜徐老师 to collaborate with runway show models @王一慧呢, @何若阳Ann, and @梁向清Liang_ to co-create and distribute content. Hashtag #BLUE RULES THE WORLD# tracked 39M discussions on Weibo.
OLAY @OLAY is trying to maintain the buzz they created at their recent CELLSCIENCE offline event by collaborating with beauty bloggers @化妆师MK, @深夜徐老师, @优里娜 and @林志玲 in the "Small Face Challenge" campaign. In this case, post content was created OLAY's professional creative team, and not by the KOLs themselves. Hashtag #小脸挑赞# has tracked 110M impressions and 648K discussions on Weibo. The day beauty bloggers @石榴婆报告 and @Lisa的美妆日记 posted articles
@贺聪HeCong is known as the "Oriental Porcelain Doll" and is China's leading post-90s supermodel. She was the featured model for MOISELLE @MOISELLE_HK at the opening of Shanghai's Fashion Week. HeCong has been shortlisted for Victoria's Secret's @VictoriasSecret维多利亚的秘密 coming 2017 Fashion Show. This year, she has collaborated with luxury brands @Coach蔻驰 and @DolceGabbana. HeCong is fairly active on social and currently has