Rick Boost
Nov 29, 2018

Watch: Curating brand experiences in the Wanghong era

Sally Lu, managing director of Uniplan, Shanghai and Guangzhou, detailed the appeal of web celebrities or wanghong in China.

Sally Lu, managing director of Uniplan, Shanghai and Guangzhou, detailed the appeal of  web celebrities or wanghong in China.

Fan base size may not be the best benchmark for event organisers to assess an influencer’s commercial viability now that the KOL phenomenon has reached its peak. To add, it is hard to play the numbers game in a market as big as China. Even successful KOLs such as Zhang Dayi have yet to attain mega celebrity status despite having close to 10 million followers on Weibo.

Sally Lu, managing director of Uniplan, Shanghai...

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

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 +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for CEI Bulletins

Related Articles

Just Published

Premium
VMLY&R Malaysia head steps down
Premium
12 minutes ago

VMLY&R Malaysia head steps down

Lisa Hezila leaves after 15 years.

Premium
CMOs need to muscle in on digital transformation, Forrester says
Premium
5 hours ago

CMOs need to muscle in on digital transformation, ...

By taking full responsibility for the customer experience, marketers can play a more serious role in effecting change.

Premium
Called Pat? Get free stuff
Premium
5 hours ago

Called Pat? Get free stuff

Guinness celebrates St Patrick's Day in Singapore by offering discounts for people called Pat. Or Patrick. Or Patricia. Or Ah Pat. Pathiranas, we urge you to assert your rights.