Keith Weed may be right, but KOLs are still paramount in China

Players in the Chinese influencer-marketing scene put forth their arguments on why Keith Weed's reservations are not likely to sway brands. And how blockchain may help.

Chinese KOL Becky Li: The face that launched 100 Mini Coopers in five minutes during a WeChat campaign last year.

Unilever chief marketing officer Keith Weed's strong statement against influencers with fake followers, made during the recent Cannes Lions festival, is less likely to resonate in this part of the world, where KOL marketing is going from strength to strength.

This is not to say Weed was spewing hot air. Miranda Tan, CEO and founder of Robin8, doesn't deny that the struggle against fake followers is real. In fact, it is even more so...

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
cs@haymarket.asia
or call+852 2122 5227

Subscribe

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 +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Havas restructures Singapore leadership
Premium
9 hours ago

Havas restructures Singapore leadership

Changes include newly-created chairperson role and creative head departure.

Premium
PR must get local and stay real, says Kiri Sinclair
Premium
11 hours ago

PR must get local and stay real, says Kiri Sinclair

The CEO and founder of PR consultancy Sinclair shares her thoughts at the recent CampaignComms event.

Premium
Three loyalty marketing agencies rebrand as Collinson
Premium
12 hours ago

Three loyalty marketing agencies rebrand as Collinson

ICLP, Collinson Latitude and Welcome Real Time will now be divisions under the new brand.

Premium
How Luxury Escapes built a brand around FOMO
Premium
12 hours ago

How Luxury Escapes built a brand around FOMO

By limiting consumer choice and focusing on great storytelling, Blake Hutchison explains how Luxury Escapes' unique proposition is making waves in the travel industry, and why Southeast Asia is the next frontier.