How to implement a campaign with a celebrity or influencer (6 tips)

An insight by Michael MacRitchie Dear Brands, Celebrities & KOLS bring visibility, credibility and attract more media attention to public relations, advertising and marketing campaigns because of who they are. Contacting, negotiating and working with celebrities, however, can require critical research and an in-depth understanding of the consumer/brand/celebrity perspectives in order to maximize the potential celebrity partnership.  Here are some tips to and also some …

How Australian brands are winning in China

An insight by Michael MacRitchie Australian companies have been building a strong relationship and reputation with Chinese consumers for many years now. Given the rising availability of Australian products and the increasing ease with which they can be purchased online in China, such companies have been leveraging their popularity and growing demand to establish a foothold in what is becoming …

How to run a KOL based marketing campaign in CHINA

An insight by Nakhim Seng With the China influencer economy reaching over $15.5 billion this year, KOLs have become an excellent go-between for a brand and their customers if a campaign is planned and managed properly. Let’s say you’ve already chosen an influencer that fits your brand’s image and message perfectly. The most difficult part is not to mess it …