How can brands generate top ROI via KOL Marketing? Step 2.
Key Opinion Leader (KOL) marketing has become amust-have for most fashion, luxury, and beauty brands. Though their formats might be different, the goal is the same; to generate a good return on investment (ROI), and the higher the rate, the better.
It is often hard to measure the conversion rate or the ROI. If brands want to generate higher ROI, there are several steps that they can follow.
In this article you’ll learn:
STEP 2: ALLOW KOLS to SHOW THEIR CREATIVITY
After brands select matched KOLs to work with, they will send KOLs briefs showing how to introduce products. It will make sure KOLs mention key selling points in their posts. But it is also important for brands to give rooms for KOLs to showcase their creativity based on the brief. KOLs know their followers better than brands, and they understand what style and type of content will appeal to followers and make them want to purchase brands’ products or services. If people keep seeing the same content while browsing social media, they will be aware that this is a brand’s campaign, and KOLs’ user experiences may be regarded as not authenticas their posts are sponsored.
Home Facial Pro Case Study
According to China marketing watcher Mulan Jie (木兰姐),domestic brand Home Facial Pro (HFP) is a good example to learn from when itcomes to how brands leverage briefs to generate better performance in KOL marketing campaigns. HFP was a skincare brandfounded in 2014. Based on Euromonitor’s statistics, the brand’s turnover grew from 278 million RMB to 2.2 billion between 2016 and 2019, and its CAGR (Compound Annual Growth Rate) was up to 101.92%. So what have they done right?
Other than grasping the trend of emphasizing ingredients, HFP also made full use of WeChat articles from 2016 to 2018. It is calculated that more than 1,600 WeChat subscription accounts have created over 10k articles for the brand. Those accounts varied from makeup, skincare, emotion to fitness, and the content of articles was different as well, in terms of selling points, article layout and design, bonus that those articles provided.
The selling points that HFP decided for different WeChat accounts were based on their followers, and they aimed to provide a solution in the articles. For example, on X account, HFP was there to address anti-aging. On Y account, it is discussing helping people’s skin look brighter. On the account whose majority of readers are teenage girls, HFP positioned itself as a solution to solve acne breakouts.
2 more stepts are comming up. Stay with us for more China KOL marketing strategies.
