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.

...

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
customerservices@campaignasia.com
or call+852 3175 1913

Membership

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 subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Keith Weed joins WPP board
Premium
7 hours ago

Keith Weed joins WPP board

Weed retired from Unilever in May.

Premium
'I’ve moved money—a lot of it—from traditional advertising to experiences': Mastercard CMO
Premium
15 hours ago

'I’ve moved money—a lot of it—from traditional ...

"Advertising is dead. Advertising is all about storytelling—so I say storytelling is dead. The future is storymaking," says Raja Rajamannar.

Premium
Asia-Pacific’s market maturity challenge: no common ground for performance, viewability, fraud
Premium
16 hours ago

Asia-Pacific’s market maturity challenge: no common ...

A lack of consistent reporting around common industry issues could be hampering advertising growth in Asia-Pacific, according to the IAB.