Daily Insights

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

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

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.

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

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

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

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

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

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+

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

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

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.

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

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,

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

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

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%

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

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

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

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.

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

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

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

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

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

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

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

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.

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.  

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

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

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

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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.

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#

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,

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

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

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

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.

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.

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

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

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

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

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

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

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.

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

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.

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

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

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

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

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

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,

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,

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

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

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

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

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

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

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

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

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,

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

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.

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

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

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

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

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.

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

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,

@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

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.

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.

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.

@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.

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

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

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.

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.

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.

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

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.

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

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

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

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

@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

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

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

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

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

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.

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

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.

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

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

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

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

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.

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%.

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.

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

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

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

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

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

@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

@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

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

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.

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

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

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

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.

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

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

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

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.

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.

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

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

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

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

@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

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