Jenny Chan 陳詠欣
Mar 26, 2019

Insisting on using only celebs is like "gambling" in your KOL strategy

Caught the influencer influenza? We take stock of the contagious KOL industry in China and determine how effective the spread really is.

[L-R, clockwise]: JJ Lin wearing Giuseppe Zannoti shoes for his birthday party; A meme of Ge You's character from a 1993 sitcom still circulating to this day; Zanila Zhao is an actress who topped Kantar's latest CelebrityZ China Ranking; Yang Yang donning a Puma hoodie and dipping a Godiva chocolate into hot chocolate (Source: Sina Weibo)

The four faces you see above are all number one in Kantar's latest CelebrityZ China ranking. Yet at the same time, they are not number one.

Yang Yang ranked top in 'brand connectivity'which includes endorsement strength and influence on purchase intentionbut only 11th overall.

JJ Lin was positioned first for his reputation and professional ability, but only came 13th as a whole.

...

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