Campaign details
Brand: ECCOBrand owner: ECCOEntrant company: MediaCom, ShanghaiMarket: ChinaSector: Clothing & fashion retailMedia channels: Content marketing, Search marketing, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
68% of consumers in China say their shopping choices are influenced by social media (eMarketer). Central to that influence is the key opinion leader (KOL), providing fans with authentic recommendations to navigate the plethora of choices across the cluttered digital ecosystem. But they are no means the only influencer. There is a complex web of digital influence...