Budweiser China is using a Key Opinion Leader (KOL) dashboard to manage its growing portfolio of social media influencers. Details were revealed in an interview for a recent report, WARC Rankings: Media strategy through volatility.

How does it work?

The advertiser assembles data on all KOLs it has worked with to date, including preferred platform and content format, their interests, and strengths and weaknesses as content creators. Budweiser then uses the system to identify appropriate advertisers for each campaign.

Three-tier strategy

• Mass reach: To push “straight-forward” commercial messages or innovation ideas, Budweiser will work with highly-popular KOLs,...