placement. and presence of images or videos can also impact the quality of the content. We have therefore explain to you the main criteria with which the MIV® is calculat. Overall. the metric provides brands with a standard rating to measure the value of all marketing activities across Voices. channels and markets. assigning a monetary value for each interaction and initiative. In this way. it facilitates the benchmarking of different activities. from influencer marketing to PR sponsorships. The MIV® represents the true mia value that helps you fully understand the ROI of your marketing and communication activities.Chinese New Year 2021: fashion. luxury and beauty campaigns Guerlain Beauty brand Guerlain was one of the first to celebrate the
Media Platform Weibo Offers E-commerce
Lunar New Year by releasing a limit-ition lipstick and matching lipstick holder with a r bee motif. In order to amplify the product launch. the brand activat over 70 KOLs (Key Opinion Leaders) with different contents: from lipstick tutorials and ucational content to promotional gifts and unboxings. all aesthetically unit by the same r designs of the new year. The top-performing KOL was the well-known “lipstick king” Li Jiaqi ( @李佳琦Austin ). also known as Austin Li. who rose to fame after trying over 380 lipsticks in a livestream show on Taobao. Li is a long-time partner of Guerlain. and his unboxing video earn the highest mia value and engagement rate in the entire campaign. Part of what contribut to the l Business database arge number of KOLs participating in the campaign (76 in total) was the
That Has a Direct Link to Purchase .
Chinese New Year dinner the brand host. welcoming the likes of @仙姆SamChak. a popular make – up artist and video creator.beauty industry china Burberry British brand Burberry was one of the first luxury fashion houses to invest in China. engaging in creative campaigns across ASB Directory multiple miums and channel formats. For Chinese New Year 2021. Burberry shar its campaign. which featur models Liu Wen and Wang Xiangguo and was immortaliz by photographer Feng Li. The brand also invit 30 KOLs including musicians. actors. models and designers to shoot advertisements and posters specifically on Weibo for the launch of the new collection. The different types of content that have been releas have been categoriz in order to satisfy different target niches within the brand’s target market.
