Breaking the internet, Chinese style

CHINA INNOVATION 2016: How brands are tapping China’s unique influencer marketing environment.

Fashion forward: Internet celebrities GoGoBoi and Aikelili (top left) have teamed up to guest curate a cover of the digital style magazine Vogue Me (bottom left); video blogger ‘Papi’ Jiang Yilei (top right) regularly draws audiences in the millions for her live-streaming acerbic monologues.

Andy Warhol famously said in 1968 “In the future, everybody will be world-famous for 15 minutes.” Warhol was one of his era’s great KOLs notably the guy who made Campbell Soup more than just a product on the shelf. 

Fast forward to Shanghai in 2014. “KOLs are often more effective at creating digital content,” said Jacquelyn Wu, China marketing director for you guessed it Campbell Soup. 

KOLs, or...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 3175 1913


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Facebook adds whitelisting to brand safety suite; admits it will 'never be perfect'
24 minutes ago

Facebook adds whitelisting to brand safety suite; ...

The platform is rolling out more rigorous brand-safety controls in acknowledgement it will "never be perfect" at removing harmful content.

Have yourself a cherry little Christmas
45 minutes ago

Have yourself a cherry little Christmas

THE WORK: 'Where the locals matter' for IGA by The Core Agency.

TikTok hunting for agency to dominate SXSW with 2020 project
46 minutes ago

TikTok hunting for agency to dominate SXSW with ...

The social media giant wants to show the world it's more than just a meme-generator.

Brown-Forman awards global creative account to EnergyBBDO
52 minutes ago

Brown-Forman awards global creative account to ...

Arnold Worldwide says farewell to the Jack Daniel's business following decades of service.