(Source: https://pltfrm.com.cn)
Introduction
KOCs provide overseas brands with a powerful tool to engage consumers authentically. Unlike traditional influencer campaigns, KOCs are often more relatable, driving trust and higher conversion rates. This article explores strategies for building successful KOC campaigns in China.
1. Building a Targeted KOC Network
1.1 Identifying Micro-Communities
Focus on KOCs active in communities relevant to your brand—such as parenting, health, fashion, or tech. Targeting these niches ensures campaigns reach consumers with genuine interest.
1.2 Vetting for Authenticity
Evaluate KOCs based on past content quality, audience engagement, and authenticity. Collaborating with credible KOCs strengthens campaign credibility and reduces the risk of ineffective promotions.
2. Creative Campaign Execution
2.1 User-Generated Content Approach
Encourage KOCs to produce content that reflects their real experiences. This user-generated content style fosters authenticity and encourages other users to interact or purchase.
2.2 Storytelling and Demonstration
Campaigns that demonstrate product usage or share success stories resonate more with audiences. Story-driven content can lead to higher engagement and conversion compared to purely promotional material.
3. Incentives and Collaboration Models
3.1 Reward Structures
Provide KOCs with incentives such as commissions, product samples, or early access. Properly designed rewards motivate participation while maintaining campaign cost efficiency.
3.2 Collaborative Campaign Planning
Involve KOCs in creative planning to align messaging with their style and audience preferences. This approach improves authenticity and maximizes engagement.
4. Case Study: European Fashion Brand on Xiaohongshu
A European fashion company partnered with 12 KOCs in the lifestyle and fashion niches on Xiaohongshu. Allowing KOCs to create story-driven content and providing small incentives led to a 50% increase in user engagement and a 35% uplift in online sales within two months.
Conclusion
Effective KOC campaigns rely on authenticity, targeted micro-communities, creative collaboration, and smart incentive structures. Overseas brands that implement these strategies can achieve strong engagement, higher conversions, and cost-effective results in China.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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