The last word from the east: China's key opinion leaders

Barney Loehnis

How have bloggers become essential to brand campaigns in China? One of the core features of Chinese marketing is that some of the biggest media properties happen to be bloggers or 'key opinion leaders'.

The last word from the east: China's key opinion leaders

Barney LoehnisOgilvy & Mather

A chief marketing officer of a large global brand in China told me last week how important mass opinion was in China as a driver to sales. In a country of such superlative proportions, brands must demonstrate superlative support for their product. The challenge is how to influence mass opinion, without huge media budgets, in a country bigger than every market in Europe combined.

The solution may not be one you expect. One of the core features of Chinese marketing is that some of the...

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