What Chinese case studies teach us about influencer marketing
Case Study Semir, a Chinese fashion brand, launched ‘what to wear tomorrow’ campaign and picked Ting Wu, fashion magazine editor, to promote the campaign instead of influencers on Weibo or WeChat as they believed she can convince open-minded and high self-esteem girls of all ages. The result is Ting Wu’s post about this campaign was engaged with up to 3,000 times and #明天穿什么 (what to wear tomorrow) was exposed up to 530 million times.3. Dare to try new things “Insanity is doing the same thing over and over again and expecting different results.”, Albert Einstein said. Pechoin, an 80-year-old skin care brand in China, found that the old-school marketing strategies didn’t go well as before and decided to change for the brighter future by hiring influencer to rebrand, capturing the teenage market once again. They hand-picked 127 influencers who are famous among the newer generation to review their product on Singles’ Day (11.11) and enabled the brand to gain 143 million followers and 160,000 times engagement on social media. 4. Make a big play Coca-Cola in China is the best example of this sentence… As the launching of the new product Coca-Cola Plus, the brand’s marketers aim to engage people both offline and online by hiring sexy male stars and influencers to promote the campaign, and cooperate with restaurants and festivals in parallel to have their brand appear everywhere and every time. As expected, Coca-Cola enjoyed a huge increase of followers and engagement on social media but what surprised us the most is Coca-Cola didn’t force hired influencers to put links or hashtag on their posts. This is perhaps the synergy between offline and online marketing strategies. Chinese case studies are good examples of influencer marketing as it has a large population as well as advanced technologies. Turn to Thailand, influencer marketing is one of the most picked online marketing tools by leading brands. In the previous year, brands have spent up to 2,000-3,000 million baht, or 20-30%, of a digital advertising budget to influencer marketing. So, what brands need to take into account are how to make the most from the investment, what we have learnt from the Chinese case studies and find well-experienced digital experts who are capable to drive your business to success online.
Experienced Senior Marketing Strategist with a demonstrated history of working in market research and digital marketing industry. Passionate for both professional and creative writing as well as project & strategic management. Excels at creating marketing strategies, campaigns to execute strategic plans, making high-quality reports within stipulated deadlines, and handling key projects supporting business goals.