In the era of digital marketing, how to explore the influence of KOL/KOC and play "grass marketing"?

In the WARC "KOL/KOC Marketing" seminar, we can see that marketers go down to be KOLs in person. Their real experience is more direct experience for brands that want to use KOL/KOC marketing. This article summarizes the essence of the seminar. Readers can learn from Wu Meijun, the former general manager of KFC Taiwan & Timberland China, and Wang Shubai, the vice president of and a national first-class sommelier, that KOL/KOC is true to the content and delivery of goods. They have all successfully become KOLs in the workplace or vertical fields; in addition, Alence Lee, who was once the CDMO of Helion China, the general manager of Fliggy, and the senior director of Unilever, and Cui Ming, a senior consultant of R3 Shengsan, also learned from their experiences. He is good at digitalization, measurement, virtual technology and other fields and shared his insights on KOL/KOC marketing strategies.

This article is selected from the topic "Spotlight China Focus: Prevalence of Planting Grass Marketing, Exploring the Influence and Potential of KOL/KOC" , click to go to the topic page, the subsequent releases of this series will continue to focus on...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands