Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What’s your favorite Chinese KOL campaign and why?
说说你最喜欢的国内 KOL campaign

Ziyang Li
Senior Copywriter / We Are Social

Campaign:
Three Kingdoms Game Ad

疫情期间我们被一张大脸刷屏,他带着凉州大马的冲锋之势,开局一张脸,剩下全靠侃。这就是某款军事策略类手游的广告,以及刷爆屏的高晓松老师。

1,初次观看还以为是高晓松的新节目,毕竟一桌一椅一摇扇像极了他的某档栏目。
2,印象里“诗和远方”的高晓松居然代言了广告?也许你也会怀着好奇和疑惑把广告看完。
3,借用说书人的身份把真实的历史故事融入产品中,即使没有用户转化也全都是知识点。
4,刷屏刷屏刷屏。疫情期间无论你打开哪个APP都能看到他的身影,而且广告还是连续剧,B站还有用户上传了合集。

I was happily surprised by a campaign for a military strategy mobile game, together with the famous producer, Gao Xiaosong. At first glance, the video fooled me by believing it was a new show from Gao Xiaosong, with a TV studio and all. I was also surprised how Gao Xiaosong, how is rather poetic and low-key, would be the spokesman for an advertisement. This made me watch the video with a weird mix of curiosity and confusion.

And I think Gao successfully combined real history and interesting facts into the product as an intriguing story. The advertisement caused a hot discussion on the Internet. No matter which APP you open during this period, you can see his face. 

Link:
https://www.bilibili.com/video/BV1ke411x7Rv?from=search&seid=27299790196201374

Gomi Gao
Senior Copywriter / We Are Social

Campaign:
TVC for RIO Light

RIO微醺品牌最新的TVC,以及推广这波TVC做的营销。
首先,数英网的采访做媒介推广,刷了一波观看量。一直觉得广告人间的传阅,是传播过程中的隐形流量,这次采访就完成了【数英➡️广告人➡️广告人带动更多UGC产生】的捕捉流量任务。
第二,格外出了一版直拍TVC。周冬雨微博上的RIO TVC竟然是直拍的,满足了周冬雨粉丝期待的同时,把周冬雨代言人的营销价值用得淋漓尽致。
第三,TVC广告的内容紧扣RIO“一个人的小酒“品牌定位,广告语“我终于把自己还给自己”了,隐约有映射疫情期间在家隔离的诸位与自我对话的场景,算是紧跟时事?本片的创意谈制片感想时说“在这年代里,偶尔不吵不闹不魔性也不煽情,真的不行吗?不知道,试试吧。”目前看来,起码在传递品牌调性上看,RIO的选择是对了。
案例链接↓

The beverage brand, RIO, tapped into the ongoing lockdown in China, by making a TVC about “sips when alone” with the slogan “Finally I‘ve given myself back to me”, together with the Chinese actress, Zhou Dongyu. It highlights the personal conversations we may have with ourselves during the lockdown. Additionally, the TVC brilliantly took full advantage of Zhou's marketing value and fanbase.

The creators of the TVC even got interviewed by the news site, DIGITALING, as a way to generate even more buzz and UGC related to the ad. I always think the circulation of ads between advertisers is the invisible traffic in the process of distribution. 

The creators of this TVC asked themselves “Is it feasible to make an ad that is not noisy, weird, or sentimental at this time? I don’t know. Let’s try”. I think RIO made the correct decision on how to position their brand while connecting to a relevant and current topic.

Link:
https://www.digitaling.com/articles/291857.html

Momo Man
Senior Copywriter / We Are Social

Campaign:
FENDI #MeAndMyPeekaboo# 

找到Kim Kardashian、North west母女;Jessica、Kystal姐妹;Chiara Ferragni和亲友等KOL。一方面巩固了十年前的peekaboo目标消费者,一方面拉新了千禧新一代,并赋予该包袋以可以传承的,“家庭式物品”的标签,与更大范围的消费者建立情感连接。

The luxury fashion house, Fendi,  teamed up with Kim Kardashian and her first-born, North West, Jessica and Krystal from the Korean Pop group Girl's Generation, and Chiara Ferragni, among others, to promote the brand's Peekaboo bag line. I think the whole collaboration beautifully embraced consumers across different generations while enriching the bags with a concept of "family" to establish emotional connections with a wider range of consumers.

Robert Li
Senior Copywriter / We Are Social

Campaign Name: 
Tmall Global: “Walk of Fame”

2019年11月,天猫国际发布“网紫大道”计划,为海淘打造新动向。
自带品牌的海外明星或博主可以入驻平台开设海外旗舰店。
相关领域博主也可通过专属店铺,用自身影响力为进口商品带货;
也可以与品牌深度合作,通过社交媒体和直播平台带货。
活动中相关领域的博主类型:在中国长期生活的外国人、海淘海外彩妆品牌的美妆达人等。

In November last year, Tmall Global released its new “Walk of Fame" initiative to lead a new trend for overseas online shopping. Impressively, the initiative, which is more like an incubator, will make it possible for overseas celebrities or bloggers with their own brands to set up their own flagship stores on Tmall. Overseas - and Chinese influencers will also be able to advertise international brands towards Chinese consumers through social media and live-streaming platforms. It will be a focus on foreign influencers living in China, cosmetics cloggers, and overseas beauty brands. 

Link:
https://m.weibo.cn/status/4435578563223074?

Yujie Zhai
Senior Copywriter / We Are Social

Campaign:
Florasis & Du Juan

KOL营销根据时代的发展,也变换着不同模式。最初品牌之间比拼的是代言人阵容的豪华程度,实力雄厚的一线品牌往往能够招揽当时的顶流,从而取得最佳营销效果。例如百事可乐国内代言人,谁红签谁。当年华语乐坛的顶级流量:周杰伦、蔡依林、F4等明星的加盟,着实在市场上卷起一阵不小的蓝色风暴。当今时代的KOL营销,则不再单一追求顶流,而在于搭建有机KOL营销矩阵。明星类KOL负责引流,引爆话题;垂直类KOL深度解读产品,贴近用户;而尾部KOL对于内容的分发和扩散也同样具有不可忽视的作用。例如最近爆火的国货品牌花西子。牵手杜鹃为代言人提升品牌形象,绑定顶流推荐官李佳琪,强势带货,尾部各美妆博主鼎力推荐,在全网铺下花西子身影。有效的KOL矩阵搭配,让花西子时至今日热度不减。

KOL marketing has changed rapidly lately. It began with brands mostly collaborating with top stars and celebrities to achieve the best marketing effectiveness. For example, Pepsi signed top stars as domestic spokespeople: Jay Chou, Jolin Tsai, F4, etc. Today, KOL marketing is no longer solely pursuing top stars, but building an organic KOL marketing matrix.

Celebrities lead the traffic and trends; vertical KOLs engage deeper with the products to get closer to users; finally, smaller "tail KOLs" also play an important role in content distribution and spread. For example, Florasis (Chinese name Huaxizi), the popular domestic cosmetics brand, invited Du Juan as the spokesperson to improve the brand image, while teaming up with the famous live-streamer, Li Jiaqi - the lipstick king, and used smaller KOLs to promote and recommend products. The results had a huge effect on spreading the brand of Florasis over the Internet.