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...

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