Kiehl’s collaborated with culture and creative brand Rolife to jointly launch a limited-edition holiday gift box containing a blind box and Chinese New Year decorations. · Only 5 Weibo KOLs and 1 Douyin KOLs posted unboxing videos for this campaign. · Kiehl’s collaborated with China Duty-Free and opened a pop-up
Gucci released a collection celebrating Chinese New Year, the 50th anniversary of Japanese anime character Doraemon and the grand opening of Gucci’s Tmall flagship store. The brand invited more than 100 KOLs to promote the new series In addition to launching interactive experiences online, the brand opened pop-up stores in
To celebrate the Year of the Ox, Burberry released its 2021 New Year Series themed with elements of the Ox zodiac. The brand invited 30 KOLs including musicians, actors, models, rappers and designers to shoot advertisements and posters. All KOLs participating in the event are from Weibo. Content-type was divided
To celebrate the Lunar New Year, Guerlain launched a limited-edition lipstick with a red bee pattern. 70+ KOLs posted for this campaign, mostly in the form of unboxing the PR gift box to introduce the products or do makeup teaching. All KOL posts contain red New Year design elements. Guerlain’s
YSL Beauty has been cooperating with KOLs from various social media platforms for continuous exposure since May last year to promote their Pure Shots Night Reboot Resurfacing Serum product line. Until now, more than 1500 of the 1600 KOLs participating in this campaign are Xiaohongshu KOLs, 91% of which are
For the Christmas and New Year holidays, Siemens launched topics related to "礼享" on Weibo, Xiaohongshu and Douyin to promote its washer-dryers, refrigerators, range hoods and ovens. 160 KOLs from various industries participated in the campaign; all recommend different Siemens home appliances in their own way. According to the characteristics
Valentino held its “Valentino: Re-Signify Part One Shanghai” interactive brand exhibition the at Power Station of Art in Shanghai from 19 December 2020 to 17 January 2021. The brand invited 188 KOLs to participate in this campaign, mostly from Xiaohongshu and WeChat. A small number of KOLs are from Bilibili.
CHANEL released its 2020/21 Métiers d’Arts Collection at the Chateau de Chenonceau in France and launched a promotional campaign on Weibo, Xiaohongshu and WeChat. Half of the 40 KOLs participating in the campaign are highly followed Weibo KOLs. The brand included links to its official website on Weibo posts while
Prada's launched the Linea Rossa F/W 2020 series that combines function with avant-garde design concepts as part of their outdoors product line. The brand opened boutiques in Changbai Mountain and Beijing. Different from common promotion, Prada only invited three top-tier KOLs on Weibo this time, and the fan coverage reached
Innocent, a healthy fruit drink brand that has entered the Chinese market for half a year, has brought its charity "Big Knit" campaign into China. For every bottle of juice sold with a small hat woven by volunteers, the brand will donate to the Free Lunch Fund by the China
At midnight on 1 January 2021, Xiaomi released the Mi 11 on all of their online shops. To promote the improved performance, display and design the new mobile brings, the brand invited many KOLs to post relevant content one month in advance. More than 500 KOLs from the technology and
3CE released a Mickey Mouse themed make-up gift box and launched Weibo topic #3CE头号玩家#; 20 KOLs were selected to post for it. The brand required KOLs participating in the event to post photos featuring red, blue and yellow – the colors of Mickey’s character . Content direction was otherwise unrestricted,
The creative director of Jo Malone Fragrance travelled to Madagascar to find inspiration for a new perfume, Cologne Intense Vetiver & Golden Vanilla. In order to convey the inspiration of perfume, the brand requested KOLs to tell a story or describe a scene that conveys a sense of loneliness combined
NewBalance launched the new NewBalance327 product line and launched a social media campaign promotion. KOLs from the sports, fashion and beauty industries participated in this campaign. The brand invited fashion critics @唐霜TS, fashion designer @U-TONGTONG, travel KOL @野生珍妮, fashion KOL @IBabeee to wear the NewBalance327 to shoot promotional videos to
Audi released the new A5 product line and launched a social media promotion campaign The brand collaborated with @新浪娱乐 to invite a crowd of KOLs to share their surprise moments relating to campaign hashtag #遇见冲突之美# in their lives, generating awareness of the hashtag and promoting the new product series. Participating
FARFETCH, an e-commerce platform for fashion and luxury goods, launched in-person pop-up exhibitions in Shanghai, Chengdu and Beijing as part of their effort to enter the Chinese market, establish lines of communication with young people in first-tier cities, and expand their retail model from online to offline. FARFETCH’s pop-up stores
Oreo has launched its new series featuring three chocolate coating flavours sandwiched by the classic thin Oreo biscuits, with packaging in different colours. · The brand collaborated with creative KOLs with the highest consumer interaction rate on Douyin and Xiaohongshu. · Various unplanned creative ideas emerged in this campaign. @冬冬和37
Ambrosial launched a new line of zero sucrose and extra dietary fibre yoghurt named AMX Black Diamond. · Douyin and Xiaohongshu KOLs from the lifestyle, fitness and food industries participated in this campaign. · The brand requested KOLs to take a photo with the product for use as the cover
Mercedes-Benz held an auto show at the Beijing IOMA Art Centre. A group of KOLs participated in online and in-person promotional activities. The brand invited 31 Xiaohongshu from the fashion and beauty industries. The KOLs participating in the event were asked to take a photo with the Mercedes-Benz logo
For the Christmas and New Year holidays, Dyson released 1000 limited edition Supersonic red and gold hair dryers worldwide. Up to now, the 26 KOLs participating in the event are all from the Xiaohongshu platform, from various fields such as beauty, food, and fitness. Dyson set up an offline pop-up
As National Day approached, Want Want launched a series of collectible dairy cans with artwork paying tribute to all walks of life. This campaign was designed to send the message that if all walks of life do their best, China will prosper. The brand invited 51 Weibo and Douyin KOLs
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
China Unicom launched a 3000 Mbps 5G bundle, focusing on providing the whole family with high-speed Internet. 230 Douyin and Weibo KOLs from various industries were invited to participate in this campaign. The brand invited nearly 30 Weibo KOLs to promote and introduce 5G networks and usage scenarios. The brand
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
NetEase released the Youdao Dictionary Pen to promote English literacy, with advanced features such as quick checks, interactive reading, scanning and translation. The brand invited 7 Weibo KOLs to participate in this promotion.🖊🖊🖊📝📝📝 ·🖊Most KOLs participating in this campaign are from the parenting industry. This is suitable because the Youdao
Trendy silverware brand APM MONACO has launched its new CONSTELLATION series. The brand invited a group of KOLs to promote it. ·47 KOLs participated in this event, half of whom are KOCs with fewer than 50k followers. ·@Anny__Fan was invited to participate in the filming of the brand’s promotional video,
HIMO Photo Studio launched a personalized Christmas-themed makeup and hair photo service during the Christmas season and invited a crowd of KOLs to promote it. KOLs from Douyin, Weibo, and Xiaohongshu platform participated in this campaign. 8% of them have 100K+ followers each, facilitating the buildup of momentum at the
Inspired by Da Vinci's painted eggs , the contact lens brand CoFANCY used the contrast of highlights and shadows to create a "high-gloss 3D stereohigh-gloss". The brand aims to use the humanistic will of the Renaissance to give girls self-confidence, and awaken the independent consciousness of girls who have the
For Black Friday, Koala Oversea Shopping Platform cooperated with several brands to launch the "Useless Treasure Gift Box" campaign and invited many KOLs to promote for it. 20 KOLs each with 100K+ followers participated in this campaign The brand requested bloggers to emphasise the idea that discerning shoppers use Koala.
This crossover marketing campaign elicited a massive response from Gen Z consumers CoFANCY, together with Shanghai M&G Stationery Inc., launched the Highlight Lucky Box. The brands used the desire by Gen Z consumers to have a lucky new semester with a stunning look and to eliminate the inconvenience of framed
Adidas launched a crossover promotion with UCCA Lab for its new winter products. @陈康纳_, @施沛岑carol and other four KOLs were invited to shoot short promotional videos for the new Adidas series. More than half of the 37 KOLs participating in the event have 100K+ followers. The brand arranged several offline
Vivo launched the S7e phone which features an "ultra-thin" body and "ultra-clear" camera. Brands cooperated with KOLs from the technology, travel, food and fashion industries and requested them to use clear close-up pictures of handheld products as promotional pictures. Most of the KOLs participating in this campaign are female, and
SK-II teamed up with singer Leah Dou, using inspirations from Mariah Carey's classic hit Fantasy and avant-garde street art, to launch a limited edition of their Facial Treatment Clear Lotion. Musician @刘柏辛Lexie and a variety show star @金九粒 joined SK-II’s Double Eleven Tmall live broadcast. 70 KOLs, each with 100+K
For Double Eleven, and to promote the Limited Edition of Ecological Compound & Lotion Set with a new package, Sisley launched a topic on Weibo. ·33 beauty KOLs participated in this campaign, each with 100K+ followers. ·The KOL posts were unified in tone and style. The copywriter introduced the functions
In order to continue to publicize and expose its five primary beauty products, Mistine invites KOLs to post every 20 days or so. The 25 KOLs invited by the brand are mainly promoted on Douyin and Weibo. The brand requires all KOLs to appear on the scene and promote the
"Cyberpunk 2077" is one of the most anticipated games this year. OnePlus launched the co-branded 「ONEPLUS 8T CYBERPUNK 2077」on Double Eleven, incorporating sci-fi futuristic game elements into the mobile design. The 79 KOLs invited by the brand were mainly promoted on Weibo, of which over 75% had 100K+ followers in
For Double Eleven promotion, Whisper combined Always Flex Foam Pads Sanitary Napkins with Koala Pants and selling the two together as a set to meet both the daily and night needs of women during their menstrual period. Nearly 30 KOLs participating in the event from various fields such as beauty,
For brand promotions and the Double Eleven promotions in China, Tampax invited a group of KOLs to participate in this campaign. Most of the 14 KOLs participating in this campaign are from Weibo, each with 100K+ followers. The brand requested KOLs to use the product image as the cover image
Tmall launched its online 3D home improvement shop for Double Eleven, allowing people to visit a virtual furniture store and get home improvement tips. The brand invited 42 KOLs to promote on Weibo, of which 77% have 100K+ followers, and they are across various fields, including fashion, beauty and
In early 2020, Simpcare launched two camellia lotion products designed for sensitive skin. selling the two together as a set. Since the launch, the products have been promoted via long-term publicity campaigns intended to demonstrate actual user experiences while also providing continuous exposure for the products. Xiaohongshu was the primary
Taking inspiration from the flying goddess in the Dunhuang Murals, Carslan collaborated with the Dunhuang Museum to jointly launch a beauty series. Brand spokesperson @佟丽娅 ran a promotional campaign for this product line. 54 KOLs participated in total; Weibo KOLs contributed over 80% of the media value of this campaign.
Carslan launched its new line of lip glaze interestingly labelled "New Boyfriend"; the product features a mousse texture. Carslan invited @张新成 to direct a short film from a boyfriend's perspective. More than 40% of the 64 KOLs participating in the event have 100K+ followers. The campaign was inspired by the
Perfect Diary cooperated with @李佳琦Austin to launch its new Stiletto lipstick product line, inspired by the shape of thin high heels, designed to reflect feminine power through their lipstick. The KOLs participating in the activities were distributed across Weibo, RED, WeChat, Douyin and Bilibili. A wide range of KOLs were
Florasis launched its limited edition “Miao Ethnic Minority Silver Limited Collection”. 50+ KOLs participated in this campaign; of these, 80% had 100K+ followers. For this campaign, the brand required bloggers to wear traditional Miao clothing against a cobalt blue background in their photos; content direction and video format were unrestricted.
NARS released derivative limited series Orgasm X of its star Blush product Orgasm. This campaign only cooperated with 12 KOLs on Douyin; media value was recorded at 16.4M Almost all KOL posts had a lower fan interaction rate than their average fan interaction rate in the past three months. NARS
SkinCeuticals sent out 16 boxes full of its Purple Rice Extract as part of its PR Gift Box to KOLs. The 16 KOLs released videos of the unboxing while also advertising the brand's 11.11 promotions. To calculate sales data more accurately, the brand gave KOLs different "secret codes" to share
MAC Cosmetics launched Weibo topic #混皮订妆机# to promote its new Studio Fix Fluid Foundation SPF 15, which can be worn for up to 24 hours. The brand co-operated with beauty makeup, fitness, tourism and lifestyle KOLs. Most of the KOLs created and shared video content, including makeup tutorials, unboxings and
Cosmetics brand CHANDO conducted a KOL marketing campaign for the release of its new Ampoule product line, designed primarily for whitening and moistursing needs. 150+ KOLs participated in this campaign; of these, 45% have 100K+ followers. CHANDO selected @罗云熙 as its spokesperson. The video was the primary medium used for
SK-II released its new Platinum series of firming and hydrating products. Of all the influencers participating in this promotion, half of them are top-tier Weibo KOLs. SK-II provides its KOLs with a clear picture and copy format. SK-II's KOLs consist not only of skincare influencers but also fitness, travel and
Skincare brand Elizabeth Arden launched the #光是一瓶就能亮# trend on Weibo and collaborated with 8 high-ranking Weibo KOLs to promote its Prevage line of anti-oxidant serums. According to PARKLU estimates, most bloggers have greater than 75% follower activity. Elizabeth Arden requested participating KOLs to include the special ingredient idebenone in their
Estee Lauder released a new anti-aging cell power cream which was designed to activate collagen regeneration. 33 of the most popular KOLs from Weibo, Douyin and Xiaohongshu were invited to test and evaluate the 4 products of this series. Xiaohongshu KOLs were the majority of the over 300 KOLs that
Cosmetics label Perfect Diary jointly launched Jade Rabbit, the second generation of its animal-inspired Explorer eyeshadow series, in collaboration with China Aerospace. Perfect Diary invited nearly 100 KOLs from platforms such as Douyin, Weibo, WeChat, Xiaohongshu and Bilibili. Perfect Diary launched the "Cover Change Challenge” on Douyin, and a group
Holiland launched its new line of flower-themed macarons. A total of 13 food bloggers participated in this event, from Weibo, Xiaohongshu and WeChat. Half of them are food KOLs. The four KOLs with the highest media value at this event (e.g. @斤斤 and @阿瑶要工作) created a comment forwarding lottery to
Cosmetics label Helena Rubinstein released a new generation of its Powercell Skinmunity toners and serums, designed for enhanced stability and rejuvenation for sensitive skin. Helena Rubinstein explicitly requested its KOLs to promote its new Powercell Skinmunity cell-in-lotion together with its Powercell Skinmunity “Green Bottle Pro Global Skin Reinforcer”. Posts on
Chanel released its new line of perfume, COCO MADEMOISELLE, aimed at creating an intimate atmosphere with luscious fragrances. The literary style of KOL postings for this campaign is veiled and slightly mysterious, and each post mentions the phrase "intimate moments". Approximately 30 KOLs from the makeup and fashion categories collaborated
UGG released its all-new ready-to-wear and footwear series for autumn/winter 2021 and opened pop-up stores in Shanghai, Beijing and Shenyang, among other cities. The brand launched its media event on Xiaohongshu, inviting more than 200 KOLs to the pop-up stores. Many of the KOLs who participated are top-tier with 100K+
Lancôme promoted their Absolue series of products with the opening of pop-up stores in six cities including Shanghai, Chengdu and Hangzhou. Lancôme invited more than 60 top-tier Weibo and Douyin KOLs to participate in the opening event. PARKLU's proprietary social listening analysis was used to view and filter posts. As
Environmentally-conscious apparel, skin care and photography brand Everlane collaborated with @饿了么’s ReLab Sustainable Laboratory and @SeesawCoffee to create a limited edition sustainable lunch box. Campaign Analysis: Everlane invited more than ten Weibo and Xiaohongshu KOLs to post on both platforms simultaneously. Everlane sought a broad range of KOLs, including those
Fenty’s released Rosé Rave, a new, Asia-only shade of its popular Diamond Bomb highlighter series in collaboration with Tmall HeyBox. Campaign Analysis: The majority of the 40+ KOLs participating in this campaign are top-tier and long-tail KOLs on Weibo and Xiaohongshu. Fenty Beauty specifically sought KOLs with changeable styles. @仇仇-qiuqiu,
L'Oreal released a new HydraFresh Anti-ox Grapeseed Hydrating mask series that focuses on oil control and water-oil balance. Campaign analysis: Nearly 40% of collaborating KOLs were top-tier on Weibo and Douyin (i.e., KOLs with more than 1M fans). @林珊珊_Sunny, @仇仇-qiuqiu and other 10 KOLs were invited to test the products
The top French beer brand, 1664, invited many KOLs to an offline event, "Dinner With A Twist," in collaboration with Chris Kitchen. Campaign analysis: About 20 Top-tier KOLs posted on Weibo with various content forms, including images & text, vlogs, and live-streaming. The brand chose fashion & lifestyle KOLs; their
Chinese soda brand, Hankow Er Chang, collaborated with KOLs across Xiaohongshu, Douyin, and Weibo. Campaign Analysis: Micro KOLs and long-tail KOLs made up to 80% of all collaborating KOLs. The highest engagement rate post was a vlog created by @幻亦之途 The brand's keyword "汉口二厂汽水" now has 3Ksearch results on Xiaohongshu.
Suntory's cocktail brand, Horoyoi, cooperated with a group of Micro KOLs to promote the beverage on Little Red Book. Campaign analysis: To warm-up for the Double Eleven sales festival, Horoyoi seeded limited edition gift boxes in early October. The campaign is part of an Always-on strategy. Presently, there are 1,200+
Shu Uemura collaborated with Tmall Club to release its improved lighter weight formula for the best selling satin lipstick, Rouge Unlimited. Campaign analysis: KOLs such as @姚雪飞-Faye and @陶维姬-VIKI attended the Tmall Club x Shu Uemura launch party. Nearly 80% of collaborating KOLs were small and long-tail on Xiaohongshu. Cooperating
Sisley released a new Velvet Sleeping Mask with saffron flowers, part of an extensive skin-softening creams series. Campaign analysis: The majority of 60 KOLs who have collaborated in the promotional campaign are top-tier from Weibo. Most of the collaborating KOLs have dry and sensitive skin. At least ten posts were
Isdin released its second-generation sunscreen water. Campaign analysis: All KOL posts included trackable purchase links to the brand's Taobao product page. Seven KOLs, including @俊平大魔王and @仙女鹿娇娇, attended the brand's product release event. All of the top-tier collaborating KOLs' engagement exceeded their average engagement rate over the past three months. However,
Lancôme released an upgraded version of its Absolue Bx Makeup Liquid Foundation. Campaign analysis: The campaign is ongoing, with new KOLs continuing to collaborate in the promotion. The majority of 40+ top-tier KOLs are on Douyin and Weibo. The top 10 KOLs with the highest Media Value, including @报告！奶酪, @黄好厉害,
Chinese skincare brand, Pechoin, released a new anti-aging and wrinkle removal face cream. Campaign analysis: The promotional KOL campaign focused on Weibo, Xiaohongshu, and Douyin. Only nine of the 82 KOL posts were on Douyin; however, those nine posts contribute nearly half of the campaign's total Media Value. Most of
The Japanese diaper brand, Moony, introduced a new disposable baby diaper with a "pearl-essence top-sheet" and "gold-plated stamp" to the China market. Campaign Analysis: The vast majority of KOLs selected for the campaign are micro and long-tail on RED. KOLs' posts emphasize the benefits of the diaper's pearl-based ingredients. The
For the mid-autumn festival, KFC released a limited time available salted egg yolk liquid shortbread. Campaign Analysis: Nine top-tier foodie KOLs collaborated in the campaign. The sponsored post from @豹纹儿er received the highest fans engagement rate. Nearly half of collaborating KOLs post engagements exceeded their average engagement rate from the
Kiehl's launched a new multi-firming and repairing cream — Super Multi-Corrective Anti-Aging Face and Neck Cream. Campaign Analysis: Half of the KOLs that have thus far participated in the campaign are top-tier on Weibo and Douyin. Instead of introducing the anti-aging effects or product ingredients, most Douyin KOLs used personal
Avène released the next generation of its hero product Hydrance Optimale. Campaign Analysis: The vast majority of KOLs selected for the campaign are micro and long-tail on RED. Most KOLs sponsored have dry and sensitive skin. @爱臭美的狗甜儿's video received the highest media value. According to PARKLU technical data analysis, 75%
Sisley invited brand ambassador 姚晨 to debuted its new Phyto-Teint Ultra Eclat foundation in a live-stream with @雪梨Cherie. Campaign Analysis: The majority of the 15 KOLs that have thus far participated in the campaign are top-tier on Weibo. The sponsored post from @小猪姐姐zz received the highest fans engagement rate. Two
UNIQLO released its autumn/winter men's sweatshirts, hoodies, and fleeces, which feature graphic collaborations with Disney, Marvel, Basquiat, and DC Comics. Campaign analysis: Nearly 40 sponsored KOLs shared their UNIQLO total look outfits. The majority of sponsored KOL posts were published on RED, with the top three highest media value posts
MAKE UP FOR EVER co-created its latest high-precision design lipstick, Rouge Artist, with Maison's Collective. Campaign analysis: Nearly 100 KOLs participated in the campaign. The post from mega beauty KOL @李佳琦Austin produced 13% of the total media value. @Luna为美妆倾家荡产 and @无敌美大石Milky review all 60 colors to discover their favorite. The
Infused with an extract from the Reviscentalis plant, Giorgio Armani premieres Crema Nera, an anti-aging face cream. Campaign analysis: Thus far, ten top-tier KOLs have collaborated with the brand, including @倩哥_Bunny, @丸西Wensy, and @毛小星Ryan Nearly half the KOLs launched lucky draws to increase post engagement. @Fashion热搭配has achieved roughly twice the
Panasonic has launched its new range of inverter air conditioners, inbuilt with its patented air purification system called Nanoe Technology, that claims to remove PM2. Campaign analysis: The majority of the 22 KOLs that have thus far participated in the promotion campaign is top-tier. Each KOL was assigned a different
Jo Malone released a new limited edition lavender perfume collection. Campaign analysis: The majority of the 20 KOLs that have thus far participated in the promotion campaign is top-tier. Eighty-five percent of the collaborating KOLs' engagement exceeded their average engagement rate from the past three months. Jo Malone guided all
Theragun released the Theragun Mini, its pocket-sized 4th generation percussive therapy deep tissue muscle treatment massage gun. Campaign analysis: KOLs' posts focused on the importance of relaxation after working out. The campaign included a wide range of KOL categories, including entertainment, mommy baby, skincare, and of course, fitness. Unfortunately, only
Atelier Cologne released Osmanthus perfume collaborating with nearly 200 KOLs. Campaign analysis: KOLs, such as @寶貝鴨子yumme and @李喵喵_夕雪, attended Atelier Cologne's popup shop in Shanghai's New World Mall. Of the 200 KOL posts, almost 80% were from Micro KOLs on the RED. The highest media value was generated by @深夜徐老师.
Shiseido introduced a new uplifting and firming cream to its Vital Perfection series. Campaign analysis: Shiseido invited an equal number of Weibo and RED KOLs to collaborate in the campaign. However, the average size of RED KOLs was significantly smaller than those selected for Weibo. KOLs posts focused on the
Inspired by a Greek myth, Diptyque released a new mint scented fragrance in China called Eau de Minthé. Campaign analysis: Thirty KOLs attended Eau de Minthé's offline launch event. To boost their posts, many KOLs, like @唐逸雯Even and @iam_瑶瑶, were able to connect the fragrance with the summer's most popular
This summer, Zara and Jo Malone launched a co-branded fragrance series called Zara Emotions. Campaign analysis: More than 70 KOLs participated in the Zara Emotions promotional campaign. Mega KOL @李佳琦Austin Weibo live-stream accounted for almost 20% of the campaign’s total media value. Sixty-six percent of the collaborating KOLs' engagement exceeded
SkinCeuticals collaborated with nearly 30 KOLs for the launch of its new AOX Eye Gel. Campaign analysis: Fourteen of the thirty KOLs in SkinCeuticals' campaign were top-tier (i.e., KOLs with more than 1M fans). Posts from @深夜徐老师 and @MK凉凉 received the highest engagement volume, aided by launching luck draw campaigns
SK-II released a new generation of its Skin Power Cream, aimed at repairing damaged summer skin. Campaign analysis: · Nearly 50% of collaborating KOLs were top-tier (i.e., KOLs with more than 1M fans). · The campaign included a wide range of KOL categories, including cosmetics, fitness, and photography. · All
Estée Lauder collaborated with nearly 90 KOLs for the launch of its seventh-generation Advanced Night Repair Serum. Campaign analysis: Male KOLs made up 20% of all collaborating KOLs. Twenty top-tier Douyin KOLs generated about 70% of the campaign's total media value. Skincare KOLs like @小P老师, @仙姆SamChak, and @苏辣辣是成分控focused their content
Darphin released a new generation of its Intral Redness Relief Soothing Serum to repair damaged and irritated skin. Campaign analysis: Of the one hundred KOLs that participated in Darphin's campaign, 20% were top-tier (i.e., KOLs with more than 1M fans). Darphin invited several KOLs like @citylovemomo and @南风学姐 to its
LA MER collaborated with KOLs and celebrities to release its new and improved antioxidant serum, The Concentrate. Campaign analysis: The majority of collaborating KOLs were top-tier (i.e., KOLs with more than 1M fans). LA MER found KOLs with sensitive skin, like @满满Cyim, @恬恬Tiara, and @杨羽凡Fiona to share their experience with
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. Campaign analysis: 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
Giorgio Armani has been collaborating with KOLs across several social networks to promote the release of its new 5G black liquid lip gloss. Campaign analysis: . KOLs’ posts feature two contrasting makeup and outfit styles to juxtapose Armani’s two most popular lip gloss colors. . Roughly 40% of KOLs are
Olay attempted to seamlessly integrate an offline and online promotional campaign for the launch of its newest product. Campaign analysis: Olay collaborated with mega KOL @李佳琦Austin to feature the product in a live-stream and two videos pushed across his social accounts. Roughly 40% of KOLs participating in Olay's campaign are
Proya launched a pre-sale campaign for its new double-anti-night light eye cream. Campaign analysis: Proya collaborated with hundreds of KOLs, including some top-tier KOLs like @雪梨Cherie and @小猪姐姐zz, to share their subjective opinions on using the night cream. Nearly 40 KOLs used in the campaign are top-tier bloggers. Many student
Lancôme released a new Aurora series with benefits like removing roughness, light spots, and darkness. Campaign analysis: The brand invited nearly 30 top and mid-tier Weibo KOLs, like @深夜徐老师, @吃面面手把, and @喵爷-吴淼, to promote the new Aurora product collection. Twenty-five of the KOLs had more than one million fans. Several
Gucci released a special edition collection for this year's Double Seven Festival (Qixi). The Garden of Eden's forbidden apple is the inspiration behind the special edition's visual theme. Hand-painted on this ready-to-wear collection are two opposing letters "G" that create the forbidden apple design. To promote the collection, Gucci produced
For this year's Double Seven Festival (Qixi), YSL launched its first custom monogramming service on a limited edition pink hoodie. To promote the customizable hoodie, YSL collaborated with a number of Gen Z celebrities and pushed the campaign across social channels RED, Weibo, WeChat, and Douban. Luxury fashion KOLs such
Fendi collaborated with British artist Sam Cox to launched a Double Seventh Festival (Qixi) limited edition MR. DOODLE graffiti collection. The celebrate the collection’s release, Fendi held offline events in Shanghai and Shenzhen. More than ten celebrities and many top-tier KOLs, such as @王嘉尔, @吉良先生, and @yuyuzhangzou, attended the events.
Over the years, Balenciaga has attracted a lot of attention from Chinese luxury consumers for its weirdness and non-mainstream aesthetics. Last year, Balenciaga launched an hourglass bag, with the graffiti version going viral becoming one of the most sought after luxury items of 2019. Balenciaga brought the graffiti hourglass
As in previous years, to celebrate the Double Seventh Festival(Qixi), Dior released a limited collection called Dior Amour. Maria Grazia Chiuri, Dior's art director, personally created the series' modern graffiti art design. The ready-to-wear collection and accessories are hand-painted with the words "I love you" in dozens of languages.
2020 has been a tough year from travel retail. However, NARS isn’t giving up. The brand launched a pop-up shop in Sanya’s International Duty-Free Store. NARS featured Chinese actress 王鸥 in a promotional social media video and the celebrity signed photos for winners of a lucky draw launched on her
To help revive China’s tourism industry, Douyin launched a two-month-long travel contest. To participate, users must post three travel-related videos per-week, tag their location, and use the hashtag #浪计划#. The videos with the highest engagement are rewarded with DOU+ points, which can be used to purchase items in Douyin e-commerce
Estee Lauder launched a limited edition packaged Micro Essence in collaboration with Lady Aiko in spring and summer. In order to promote the functions of its products for moisturizing and repairing skin barriers for oily and sensitive skins at the turn of the seasons, 60 KOLs, including @阿花花酱, @haruru, @LU一丝,
Pepsi launched an Osmanthus flavored soda in China. Osmanthus, also known as Devilwood, is a native plant to China and is traditionally used in teas and baked goods. To promote the Devilwood drink, Pepsi collaborated with a handful of KOLs on Weibo and Douyin. Top-tier F&B Douyin KOL @绵羊料理 received the
Last month, Superstar musician Jay Chou and the people’s favorite cookie Oreo co-hosted the Oreo Art Exhibition at Xujiahui Metro Station in Shanghai. The campaign seamlessly combined the nostalgia of food and music by releasing several Jay Chou songs on Oreo’s edible mini phonograph. Several KOLs attended the Oreo Art
We rarely see financial institutions launching KOL campaigns. However, China UnionPay has been collaborating with KOLs to promote its QuickPass app. Weibo KOLs like @德卡先生的信箱 and @深夜徐老师 and Douyin KOLs @无敌灏克 and @小三金created “how to save money with QuickPass” short video tutorials. The campaigns launched on Douyin performed markedly better than those on
The French brand Filorga is attempting to position itself as China’s go-to brand for high-performance anti-aging skincare. The brand asked 30 top-tier Weibo and Douyin KOLs, such as @回忆专用小马甲, @深夜徐老师, and @董代表, to critically evaluate the effects of its formula. KOLs compared the anti-aging effects of it’s products to those
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PUMA collaborated with China’s first bona fide supermodel Liu Wen to drop the first PUMA X LIU WEN sneakers. Fashion KOLs such as @CherryGun陈星如, @ODD陈思键, and @丁冠森 were invited to the product launch party at Shanghai’s Huaihai TX Mall. The campaign accounted for 11% of PUMA’s Weibo KOL mentions in
For this year's May 20th Chinese Valentine's Day, Inoherb invited KOLs like @微博搞笑排行榜, @有故事的皮同学, and @韩恩汐汐 to create love lyrics. Inoherb also released a series of 20 videos featuring the love stories of women at different ages. The campaign's Weibo hashtag # 相宜20年向经典表白# tracked over 160M impressions.
To promote a new line of fragrances, Jo Malone launched a campaign dubbed “24/7 Fragrance Life.” KOLs like @洛凡AdamEve, @周子清, and @挑款师Zoe created posts that demonstrated how fragrances impact each day. The campaign accounted for 30% of Jo Malone’s Q2 total Media Value. The campaign’s Weibo hashtag #7X24香氛生活# tracked over
For this year's May 20th Chinese Valentine's Day, Gucci invited top-tier KOLs like @深夜徐老师, @Chrison克里森, and @gogoboi to tell their personal "Gucci love story." A little more than 60% of the KOLs that participated in Gucci's Weibo campaign surpassed their 90-day average fan interaction rate. The campaign's Weibo hashtag #520个古驰故事#
Starting on August 1st, only preapproved websites will be allowed to post their URL on Weibo. On July 8th, Weibo announced a new website whitelist for external URLs posted on the Weibo platform. Preapproved websites include Chinese government, State news, and certified enterprise websites. All other websites will be restricted
TOMFORD’s Five Star Color Lipstick Set KOL campaign set a record among beauty brands for one key metric. More than 70% of sponsored posts exceeded KOLs’ average engagement rate over the past 90-days. Adding to the achievement is the fact that the campaign included many top-tier KOLs like @阿花花酱, @仇仇-qiuqiu,
Offline events started coming back in May, and the American beauty brand Fresh was one of the first to host a launch at the Bulgari Hotel Shanghai. Editorial KOL @原来是西门大嫂 took the opportunity to interact live by interviewing actress @Cecilia宋妍霏 and actor @韩东君ElvisHan. A long list of beauty KOLs was
Estée Lauder tried a more authentic approach for its KOL marketing campaign promoting Perfectionist Pro Rapid Firm + Lift Treatment. Participating KOLs like @韩恩汐汐, @玉米酱罐头, and @吃面面用手抓 were challenged with creating testing tutorials that documented product usage over 14-days. For the period, KOLs who participated in the challenge campaign contributed nearly
In May, French beauty house, Guerlain utilized an atypical KOL marketing strategy, heavily weighted with top-tier KOLs, to launch a limited-edition lipstick set. Guerlain sponsored KOLs included names like mega beauty KOL @李佳琦Austin, and a top-tier KOL list including the like of @仇仇-qiuqiu, @Naomikyx, and @Duebass. Though, predictably, it was
Lancome invited tippity top tier live-stream host @李佳琦Austin to promote its hero product, Clarifique Double Essence. @安小糯Mia, @俊平大魔王, @一扣酥 and other KOLs released product evaluation videos, which made comparisons of similar lotions, highlighting the refreshing texture of Clarifique and its effect on shrinking pores. The campaign’s Weibo hashtag #混油皮来抄作业# tracked
Arena of Valor has been a smash hit with China’s cosplay community. To take advantage of this opportunity, MAC launched a co-branded makeup collection with the game. MAC collaborated with heavy hitter beauty KOLs like @Kakakaoo-, @仇仇-qiuqiu, and @小猪姐姐zz to promote the collection. @傅沛MelilimFu’s cyberpunk style makeup video achieved the
Elizabeth Arden launched a campaign to promote its Anti-Aging Eye Serum. The brand gave collaborating KOLs greater content freedom than usual, letting creators create the content they thought would be most interesting to their audiences. For instance, Vlogger @杨舒惠 and her boyfriend told amusing stories from grade school in their
L'Oreal collaborated with several dozen Weibo and RED beauty KOLs for the launch of little demon gold lipstick. Participating KOLs like @小猪姐姐zz, @Ruby幼熙, and @大洁哥_Jane added the lipstick to standard make tutorials. Among participating KOLs, @仇仇-qiuqiu had the highest fan interaction rate of 0.66%. In her makeup tutorial, she recreated
Chinese cosmetics brand, Florasis released an oriental makeup collection. Beauty KOLs @宇芽YUYAMIKA, @Rita是瑞瑞, and @Oriii皓皓 collaborated with Florasis to create tutorials inspired by legendary Chinese female characters. The collaborations contributed nearly 14% to Q2’s total sponsored post Media Value. The campaign’s Weibo hashtag #杜鹃东方妆奁# tracked more than 39M impressions.
Honor released its newest mobile phone, the Honor 30, in a live streaming event with @薇娅viyaaa, @韩火火, and @宝剑嫂. KOLs such as @Yvonne_Ching, @ACui阿崔, and @就是谢小仟created product review content. Honor also cooperated with nearly 70 media accounts such as @全球搞笑趣事. @ACui阿崔Vlog "What should be valued when buying mobile phones?" received
For this year’s 520 festival, Chanel launched the Rouge Coco Flash campaign. KOLs such as @仇仇-qiuqiu, @仲尼Johnny, and @之鹰_ were invited to try out 3 ~ 5 popular colors. The Media Value generated by the campaign accounted for an estimated 10% of all Chanel’s KOLs mentions during the date range.
Origins invited KOLs such as @买买少女Bella, @海鲜酱viola, and @kenjijoel to promote its new Soothing Treatment Lotion + Fortifying Emulsion skincare set. Origins required collaborating KOLs to mention ingredients and focus on product effectiveness. The Media Value generated by the campaign accounted for an estimated 32% of all Origins’ Weibo KOLs
Unicharm released limited edition diaper packaging celebrating the Beijing Palace Museum's 600th anniversary. Parenting KOLs such as @安小包AnAn, and @奶爸练习生 were engaged to share baby care tips. @郑印灏Yinhoo achieved the highest Media Value among all collaborating KOLs. His Douyin post featured how fathers and sons can have fun getting ready
SK-II invited @十元诗苑, @满满Cyim, and @Duebass to promote its new Facial Treatment Essence + Genoptics Aura Essence skincare set. SK-II imposed strict smoky pink color aesthetic guidelines for KOLs to follow, creating a distinct visual cohesion across collaborating KOLs’ content. The KOL campaign accounted for an estimated 9.4% of all
YSL released the I Love You So Pop Summer 2020 Collection and launched an online beauty variety show. KOLs such as @一枝南南, @火野兔-, @Valeska侯洛洛collaborated with YSL to produce pop art style makeup tutorials. Douyin KOLs dominated this campaign period, contributing nearly 48% to total Media Value. Eight Douyin KOLs made
Marubi launched its Little Red Eye Cream Pen in cohosted a Taobao live-stream with brand ambassador @THEO-朱正廷 and @薇娅viyaa. The brand collaborated with 99 KOLs, including @种草达人绵绵酱, @美少女Lisa酱 and @无罪inGu. KOLs @Janicekidd and @露露黄了 produced video interviews with the brand’s formulation scientists and featured a tour of Marubi’s 5C laboratory.
Oreo collaborated with Perfect Diary, producing two cushion compacts featuring the classic cookie print. Each set came with the seasonal Oreo flavors, Matcha Sakura and White Peach Oolong. On Weibo, KOLs, such as @吃货秘籍, @豹纹儿er, and @吃喝少年团, used Oreo’s to create a variety of classic Chinese dishes. Beauty KOL @宝剑嫂’s
Under Armour invited six KOLs, including @腕力魏思澄, @帅soserious, and @吴悠morefree, to attend its Sports Development Summit and produce content to promote the event. @jessie被注册了, @G僧东, and @魔兽申驰 were featured in Under Armour's film "Personal Trainer Wrestling". Under Armour also launched a contest with Run @悦跑圈 called 18 Thousand Mile Challenge. @James赵健康
In a product launch campaign, KATE announced @深夜徐老师 and @Kakakaoo- as the brand’s new China ambassadors. KATE also collaborated with cartoonist @LAIMO來貘_Cherng, who created funky GIFs with his signature character. KATE’s official Weibo account reposted six KOLs’ posts, including @王柠萌, and @陈金夕口. The campaign’s Weibo hashtag #拒绝扁平# tracked more than
Douyin KOLs dominated YSL's Le Cushion Encre De Peau Sequin Limited Edition campaign performance. Not only did the engagement for Douyin KOLs like @街头改造社, @温仙女, and @司花东南surpass that of all other social networks' KOLs, but eight Douyin KOLs accounted for 45% of the campaign's total Media Value. These results take
For its latest product release, Clarins collaborated with Top-tier KOLs like @momo酱也是徐老师, @gogoboi, and @阿花花酱. Among all the Top-tier KOLs, @俊平大魔王’s video post on RED earned the highest Media Value. Nearly 80% of collaborating KOLs were either Micro or Long-tail KOLs. More than 65% of collaborating KOL posts surpassed their
Ambrosial’s code collection event and prize campaign on Weibo blew up. The participation of famous stars and gamification caused widespread attention. Many KOLs such as @王咩阿, @深夜徐老师, and @安小包AnAn featured the event, product, and games rules in posts. The main prize was a Dice Kayek x Ambrosial x Condé Nast
Clinique invited a professional dermatologist and top-tier KOLs @李佳琦Austin, and @项蕾红to participate in its latest product launch livestream. To amplify the launch, Clinique also seeded product samples to more than 300 Weibo-focused KOC. Clinique commissioned KOLs like @美少女Lisa酱, @小小莎老师, and @韩老板来了 to share product experience posts. Among the KOLs that
For the launch of Shiseido's newest White Lucent Illuminating Micro-Spot Serum, the brand collaborated with KOLs such as @小猪姐姐zz, @-823_, and @彭特务7-day. The KOLs were asked to trail the product and document the powerful whitening effects without photoshopping images. The campaign's Media Value was nearly 4x higher than Shiseido's last
Huda Beauty used Founder Huda Kattan’s Weibo account to launch a UGC generating makeup challenge campaign. To kick the campaign into high-gear, Huda collaborated with top-tier KOLs @李佳琦Austin and @黎贝卡的异想世界 and 12 other KOLs like @莲龙青Kudos, @道上都叫我赤木刚宪, and @今啊夏. The campaign’s Weibo hashtag #眼睛上的春天# tracked more than 130M impressions.
Nescafe’s content marketing strategy uses KOLs to amplify distribution to target audiences. The brand produced a series of down-to-earth and humorous advertorial videos featured @傅妈 and @虎柴柴. Ten top-tier KOLs like @追风少年刘全有, @治愈里, and @全球奇闻趣事 reposted the videos. The Media Value obtained from the campaign accounted for more than 50% of
This year, MAC has been pushing its line of matte makeup products. The brand launched a warmup campaign in late February with several KOLs like @戚薇, @UNINE_李汶翰, and @赵露思的微博. In March, MAC held its first domestic live variety show. MAC invited heavy hitters @努力努力再努力x, @李佳琪Austin, and @MAC-勺儿老师 to be judges for
For Women's Day, Panasonic collaborated with three KOLs @陈林夕_Miko, @包纸包纸肉肉, and @笑笑同学啊 for a quiz and lucky draw campaign on Weibo. Panasonic also worked with supermodel @刘雯, ELLE Beauty Editor @ELLE小海, and KOLs such as @ViviChow周维维 and @小蛮蛮小. The campaign’s Weibo hashtag #松下X女王秘语 tracked over 20M impressions.
SK-II enlisted superstar live-streamer @薇娅viyaaa for the release of its limited-edition Spring Facial Treatment Essence. Fourteen celebrities such as @张柏芝, @张俪, @沈梦辰, and KOLs such as @Kakakaoo-, @十元诗苑, and @卧蚕阿姨 also shared their skincare routines to promote the product launch. The campaign’s Weibo hashtag #春日娃娃# tracked over 180M impressions.
Chanel enlisted brand ambassador @宋茜 and KOLs such as @小P老师, @程晓玥YvonneChing, and @杨霞-Sunny to announce the release of its Ultra Le Teint foundation. Only 34% of the KOLs in Chanel's campaign managed to achieve an engagement rate above their past 90-day average. Chanel's KOL selection and content curation process have room
On February 24th, TCL released an advertorial video featuring its new brand spokesperson @汤汤汤晶媚. TCL's CEO @王成Kevin hosted a live stream later that week to officially announce the new spokesperson. Seventy-three Top-tier KOLs including @微博搞笑排行榜, @回忆专用小马甲, and @当时我就震惊了 reposted TCL advertorial video on social media. The campaign's Weibo hashtag #爱到极智是懂你# tracked more
For Estée Lauder's 肌光精华 product promotion campaign, the brand invited celebrities like @周洁琼_OFFICIAL and @赵露思的微博 and KOLs like @Cassie凯西西, @SkinMuseum肌肤博物馆, and @毛小星ryan to participate in a 14-day trial. After the trial period, the celebrities and KOLs shared their personal opinions on social media. The campaign's Weibo hashtag #肌光精华# tracked more than
During the seasonal change from winter to spring, Avene has been focusing its campaigns on skin recovery products. The brand produced an advertorial video featuring celebrities @侯明昊, @Alex是大叔, @深夜徐老师, and@刘佳妮丶. Also, Avene has been collaborating with KOLs like @莓子哥哥, @进击的邮包, and @蒋小晓 Douyin. The campaign’s Weibo hashtag #敏肌不焦虑# tracked over
Earlier this year, Ulike released its new Diamond Air Plus cooling hair removal device. Ulike took five KOLs including @笑笑同学啊_, @冯雪儿Tiamo, and @永山野田妹, to Korea to visit the brand’s headquarters and factory. The KOLs produced travel vlogs while on the trip. Other KOLs like @Kakakaoo-, @零点种草, and @-水蛋蛋- released product
Skin Ceuticals produced a Coronavirus quarantine support video with brand ambassador @李娜. The video’s release aligned with the brand’s Tmall Super Brand Day announcement. Skin Ceuticals also initiated a lucky draw campaign on Weibo. KOLs like @深夜徐老师, @FashionModels, and @黎贝卡的异想世界 participated in Skin Ceuticals’s KOL campaign, which focused on the
NARS invited beauty KOL @Sayi酱 to be the Experience Officer for the launch of a new advanced customized Orgasm blush series. NARS also did cross-over collaboration with @LELECHA乐乐茶官方, where customers who bought the blush could get a free limited-edition drink. From September 11th to the 15th, NARS held an exhibition
Late last year, Chow Sang Sang released a new wedding band collection called Promessa. Chow Sang Sang's spokesperson and Taiwanese singer @林宥嘉 collaborated on multiple levels for the collection's release. @林宥嘉 produced the theme song 《少女》for the brand's launch event and stared in a promotional video. He also made an
Chanel's "Ink Library" beauty concept pop-up landed in Beijing and Shenzhen in November and December 2019, respectively. The exhibition was divided into three themes: Audacity, Passion, and Freedom. Attendees had the opportunity to complete a personalized lipstick profile by scanning their lips. They were then recommended a Rouge Allure Ink
Mid last year, Biotherm released its Aquapower Fermented Clear Essence. The brand invited Lay Zhang to shoot a series of promotional videos. Chinese basketball player’s @郭艾伦 and @王哲林Change promoted the product on their social accounts. In June 2019, Biotherm cooperated with @QGhappy LOL team and brand ambassador @冯提莫at an offline event
Earlier this year, Laneige releases Cica Sleeping Mask and C-Energy Boosting Ampoule. The brand’s advertorial video featured @杨紫. Laneige collaborated with @薇娅viyaaa in an e-commerce live-streaming. Viyaaa focused on the product’s ingredients, which is an important trend among consumers. @深夜徐老师, @挑款师Zoe, @Winnie文, and other KOLs also collaborated in promoting the product.
On October 23rd, Estée Lauder hosted 'The Night is Yours' exhibition at the Lafayette Art & Design Center in Shanghai. Celebrities such as @杨幂 and @郭俊辰_Fiction, and KOLs @Dipsy迪西, @喵爷-吴淼, and @ech0o0o were in attendance. Estée Lauder also published an 'Advanced Night Repair' advertorial video with global spokespersons @杨幂. @扎头发很简单YOU, @aki猫咪,
Uniqlo collaborated with Celebrities @羅志祥, @张若昀, and @焦俊艳 to launch its 2020 Spring/Summer Collection. @Poppy-chan, @SweetyRebecca, @梁緣同學 and other KOLs shared total look tutorials using the collection. @少女食人花 shared a popular video about how couples can wear complementary outfits this year. On February 20th, the S/S 2020 collection was pre-sold
On October 18th last year, YA-MAN and @丁香医生 held a three-day offline event #皮肤颜究院# in Shanghai Westgate Mall to premier their co-branded gift box 「答案 の 盒」.Celebrity@周冬雨 hosted and shared personal skincare insights. YA-MAN collaborated with its brand ambassador @周冬雨 to produce the popular beauty video "Bloom". @俊平大魔王, @ Saya一,
Late last year, L’Oreal released a male skincare gift set. @谷大喵, @爱摇摆的豆浆, @Bee哥大哥大, @彭小明kiya, and other KOLs collaborated with the brand to share product review videos on Weibo or Douyin. Among them, @彭特务, @网不红萌叔Joey, and @Bee哥大哥大 used lucky draws to improve follower engagement. Some KOLs like @宝剑嫂 and @momo酱也是徐老师 imbedded
Elizabeth Arden announced a new Brand Ambassador, @刘迦 and released a new Vitaminc Ceramide Capsule product. The brand’s Essence Ambassador @Biiiii毕雯珺 shot a series of promotional videos. Elizabeth Arden's official Weibo reposted @海龟的妹妹2点0’s analysis and usage tutorial of the new product. Other KOLs, @球球你了-, @-Whispersun, and @一坨__ posted Q&A content. And @丁香医生 shot
SK-II held a 15-day exhibition “SK-II Artist Series: POWER OF PITERA” in Shanghai ’s Columbia Circle on November 19th. Five artists were invited to speak about the patented composition of Sk-II Pitera. Celebrities @小鬼-王琳凯, KOL@皮诺曹儿, @ech0o0o, and other KOLs also attended the event. In December, SK-II launched the PITERA pop-style
Sisley invited @妙琳Yukiki, @S朔公子, @美少女Lisa酱 to visit the Maison Sisley factory in Paris. The KOLs created vlogs during the trip documenting their experiences with the brand. Sisley also released a limited edition anti-aging skincare set valued at more than 20K RMB. Five KOLs received the set, including @左岸潇 and @唐艺然Emma. Later, in
The "Armani Box" global beauty tour has taken the brand's pop-up store to cities around the world, including Tokyo, London, Paris, and Singapore. Celebrities like @郑恺, @俞灏明, and @王嘉尔 came to the pop-up's launch in Beijing and Shanghai. Several KOLs, including @Kakakaoo-, @NicoleJu_, and @杜一妮 vlogged a brand-sponsored trip and
Guerlain featured China spokesperson @杨洋 to promote its New Year limited gift box. @林小宅, @小猪姐姐zz, @钟惠玲Kiko, and other KOLs shared unboxing posts on social media. And on December 28th, Guerlain gave away 1M RMB worth of products at Tencent’s New Year event. @李佳琦Austin was the event host and Guerlain’s official
MAC cooperated with The Palace Museum to launched its New Year gift box. Also, MAC launched a classical Chinese makeup look filter on Beauty Camera. The campaigns’ social media commercial featured brand ambassador @戚薇. @六金yE, @草莓妮萌萌, @司音儿, and other KOLs that participated in the launch campaign, dressed in Hanfu to
Vivo cooperated with Alexander Wang to launch a new Vivo X30 look and other redesigned tech gadgets for Chinese New Year. Celebrities @刘雯, @钟楚曦, @刘宪华Henry-La, and @周雨彤 posted about the release on social media. KOLs @Gogoboi, @Anny_Fan, @黎贝卡的异想世界, and 66 other KOLs also created promotional posts announcing 100 sets of limited edition
Crest launched an escape room event at Shanghai's Sinan Mansion #寻找失踪的白小姐# to promote its new toothpaste. Actor @孙坚 made a special guest appearance on December 23rd to experience the escape room. Four KOLs, @kakakaoo-, @Wuli 小彤彤, @赛丽公主, and @仲尼Johnny vlogged the event and were featured in Crest's toothpaste commercial. The
Kiehl's collaborated with world ski champion @青蛙公主爱凌 to shoot "Ultra Facial Cream + Skiing Tutorials" in Alaska. Five top-tier KOLs, @喵爷-吴淼, @MK凉凉, @你好_竹子, @美少女Lisa酱, and @迪拜奶奶 also came to Alaska for the shoot. KOL @Bigger研究所's video post evaluated the hydrating cream collection's effects and included a lucky draw component. The
After reviewing the summer perfume of 2016 & 2017, Jo Malone launched its 2019 new summer limited perfume series The Blossoms on June 11. For promotion, the brand ambassador @吴青峰 launched the broadcasting program on Weibo, who is also invited to the opening ceremony of the offline experiential exhibition held
LAMER launched its new gift set “The Treatment Lotion” on August 19th and encouraged social media followers to join a lucky draw to improve engagement. KOLs included @Kevin凯文老师, @Kakakaoo-, @深夜徐老师 and @陈子蜜. They each posted unique content on Weibo, like skincare tutorial and try-on haul. The Weibo hashtag #LAMER天赋年轻# tracked
L’Oreal released a brand new sunscreen series UV PERFECT. Brand Ambassador @辛芷蕾 and @赖冠霖_Edward were invited for product promotion.KOLs including @kenjijoel, @Rliny, @大石Milky, @一滴咖喱酱-rika joined the live-streaming on Jingdong. On April 15, L’Oreal held a fan meeting in BBG Meixi Xintiandi Shopping Mall and ID MALL in Changsha. The brand put
Chanel promoted its perfume on Weibo and Tmall flagship store. During the Qixi Festival (known as Chinese Valentine's Day), Chanel published a series of promotional videos with the fashion magazine @ELLE, in which celebrities @胡一天啊，@王大陸TaluWang，@林允Jelly，@马思纯, etc. were invited to pair up and write secret cards for each other. Actor @Cecilia宋妍霏, KOL @深夜徐老师, @认真少女_颜九 and others
CARSLAN released Christmas featured Carslan×Klimt limited-edition series on December 3 with an online lucky draw: those followers who posted with the hashtag #2020凭实力多金# would stand a chance to win a free set. A promotion video was launched on 9th Dec, and the Brand Spokesperson @威神V_黄旭熙_LUCAS posted on Weibo to promote the new series. Celebrity @刘人语Reyi_ joined
Estee Lauder began to preheat promotion for its Tmall Super Brand Day on November 26 and engaged its Asia Pacific Spokesperson @李现ing in the event. The limited-edition gift box was released on December 4 and KOL @唐晓华Nami小绵, @陈紫haha posted on Weibo with high-quality pictures for promotion. @iamsingular, @鲁照华 recommended Estee Lauder’s lipstick gift box as a good present for the festive Christmas & New
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