KOL is very influential in the Chinese market. A powerful KOL can reshape your brand’s perception and reposition it for good. Thanks to its versatility and multiplatform availability, there’s no hard and fast rule when it comes to launching a KOL campaign. Among the most popular are Weibo, DouYin and Redbook. Want to find inspiration for your KOL campaign? The two case studies below should help.
Sands Macao
Client’s Objectives:
Sands Macao launched a series of promotion and discount offers incelebration of the brand’s 15thanniversary, expressing commitment and gratitude to its fans. With new hotel Londoner Macao expected to kick start operations in 2020/2021, Sands Macao wanted to employ the reach of KOLs to spread its anniversary promotion and preview of Londoner Macao.
What We Did:
Sticking with “London”, we invited Asha Cuthbert, a British-Filipino KOL based in Hong Kong to attend the press conference of Londoner Macao. With more than 40K followers, mostly Chinese, Asha was quite an ideal pick. She used photos and short videos to capture thehighlights of the conference, including David Beckham,whose presence was enough to garner massive international traction. Asha’s emotional appeal in the caption went “No matter how many times I leave London, she always finds a way back into my life” as she tried to convince attendees that Londoner’s homely ambience could make them feel like they were exactly in London.
To gain even more exposure, we invited an online travel media outfit, TheTripAddict, to distribute press conference articles via their web and social media channels. The contents revealed more concrete ideas of Londoner, such as the simulation image of exquisite hotels, landmarks and Michelin rated restaurant by Gordon Ramsay. For the 15th anniversary promotion, TheTrip Addict published an article to recap the grand celebration ceremony of Sands Macau, emphasizingits contribution to Macau and the brand’sfuture development plans. Of course, discount deals were also not left out.
Achievement:
Since Asha Cuthbert and The Trip Addict already enjoyed a good degree of credibility amongyoung travelers’ communities, their posts successfully attracted tourists from Hong Kong, Macau and even China. We also created buzz for Londoner, with the public already relishing the prospects of visiting and having a feel of this new landmark in Macau.
Ngong Ping 360
Client’s Objectives:
Ngong Ping 360is a must-visit attraction center in Hong Kong. The leisure outfit offers a world-renowned cable car experience,giving outdoor mavens a spectacularly panoramic view of LantauIsland. Ngong Ping 360 would like to attract more Chinese tourists to visit and come for a ride during the National Day Holidays.
What We Did:
We worked with five travel KOLs;mandy_014, Jennynui, 旅行手册,Anne Chen&日子很无聊小姐.These five KOLsdistributedappealing contents via multipleonline channels such as Weibo,Xiaohongshu, Yizhibo and Ctrip to acceleratereach and impression. But we were not just reposting the same content across these platforms, we created unique, high-qualitycontent for each channel.
We know the strength of each KOL and thuscreatedbespoke content strategies for them to maximize their impact. Mandy and Jenny are talented at livestreaming and have a large audience base on Yizhibo. They hold live broadcasts, showcasing rides and games, as well as recommending attractions and souvenirs.While impressive travel experience and stunning photos may ignite the desire to visitNgong Ping 360, discountsalways helps, and so there was a discount and free gift shared in the feed and live stream.
Achievement:
Engagement rate went up north throughout the 6-day campaign. The live stream and Weibo posts garnered 9 million viewers, with 1.3klikes on Xiaohongshu.