How To Stand Out From Massive Information? Working With Bloggers Is A Good Choice.

Luxury brands are naturally fearful of adventure, so when they work with influential bloggers, most of them tend to stick to the same way - push sponsorship posts or take part in offline activities.

Although KOL has the responsibility to produce more interesting content on behalf of the sponsorship brand, these repeated modes of advertising cooperation are old for KOL and their fans.

In view of this, some brands have recently come to realize that they need to find new ways to work with bloggers, so as to stimulate KOL and attract the attention of the audience.

Usually, this means letting bloggers play a bigger role in the creative direction of advertising series.

Recently, luxury brands Stuart Weitzman, temple library and Swisse have made a good example:

Stuart Weitzman x sister-in-law

At the end of April, Stuart Weitzman, the luxury shoe brand, invited the popular WeChat fashion blogger Simon sister-in-law and her team to become the official stylist of the three spring fashion shows in the cities of Shenyang, Wuhan and Ningbo.

There is no denying that Stuart Weitzman invites bloggers to take over the creativity of program modeling as a risky choice, but from the result, it is a wise choice for sister-in-law.

She is a big fan of Stuart Weitzman. She has shown many brand products in her article many times before.

Her lengthy WeChat article described her experience in detail and achieved more than 100 thousand readings, giving readers the opportunity to understand the situation behind the scenes and to further impress the styles of the three programs.

Readers left dozens of positive comments to share their favorite costumes and shoes.

In China, many fans think bloggers are a very inspiring image, representing the aspirations of ordinary people.

It was very exciting for her fans to see that sister-in-law had won the opportunity.

Temple library x Becky Li

From April 20th to May 4th, the Chinese luxury goods business platform Temple library and Becky Li, a top fashion blogger, organized a "monastery Exhibition".

To this end, temple library created a pop up simulation home to imitate some of the actual rooms and wardrobe in Becky's home.

The selected products of more than 100 brands from temple library are integrated into the package, including luxury bags, clothes and shoes.

The customers of temple library and Becky fans were invited to her "home".

If they see products they are interested in during the activity, they can scan the QR code and buy it immediately.

The event was very successful and generated sales of 20 million yuan in 15 days.

By creating a Becky home, you can create a more intimate atmosphere than the flash store, which makes fans feel closer to Becky, as if they are looking for something to wear through their friend's wardrobe.

According to an article from WeChat fashion account LadyMax, temple library is the first platform to create customized small programs for bloggers and promote its platform in WeChat advertising, which shows the confidence of temple Library in Becky sales ability.

Swisse x Gogoboi

Actor Chris Hemsworth recently visited China to take part in the popular movie Avenger: the final battle, and accepted the live broadcast as the spokesperson of the Swisse brand of vitamin brand.

However, Swisse did not let the regular Host interview, but invited the fashion KOL Gogoboi to interview.

The interview forms a casual record of two people talking about entertainment, fashion, food and health and other topics, as well as eating Chinese snacks, playing games and other links.

Through this relaxed form, the audience can establish emotional connection with Hemsworth and Gogoboi - in turn, establish links with Swisse.

As more and more luxury brands appoint Chinese brand ambassadors, this blogger's turn to the interviewer is worth considering, which can give vitality to other dull ambassadorial activities.

Whether it allows bloggers to participate in a deeper level of activities, such as programming style, product design, or taking over social media accounts, allowing bloggers to participate in deeper activities, and increasing their ownership of the creative process, can benefit the results of the activities, while strengthening the long-term cooperative relationship between bloggers and brands.

By giving bloggers creative control, they will naturally be excited about this opportunity - and will naturally convey this emotion to their fans.

Author: Lauren Hallanan