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The art and design scene in China is flourishing, with a growing appreciation for creativity and innovation. KOL influencer marketing is a strategic approach to promote art and design to Chinese audiences who value aesthetics and cultural expression. This article explores effective strategies for KOL marketing in China’s art and design industry.
Collaborating with Art and Design Influencers
Partner with KOLs who have a strong presence in the art and design community and can authentically represent your brand’s values.
Example: Artistic Collaborations
A luxury furniture brand collaborates with an interior design KOL on WeChat to showcase the artistic craftsmanship of their products, appealing to design aficionados.
Highlighting Artistic Value
Create content that highlights the artistic value, unique design elements, and cultural significance of the art and design pieces.
Example: Cultural Narratives
An artisanal jewelry designer uses social media to share the stories and cultural inspiration behind their creations, resonating with consumers who appreciate the heritage and artistry.
Visual Storytelling
Leverage the power of visual storytelling through high-quality images, videos, and virtual galleries to showcase the beauty and detail of the art and design work.
Example: Virtual Exhibitions
An art gallery organizes virtual exhibitions on Douyin, offering a 360-degree view of art pieces, attracting a wider audience who can explore the art from anywhere.
Engaging with the Creative Process
Show the creative process behind the art and design work, from concept to completion, to build a deeper connection with the audience.
Example: Behind-the-Scenes
A fashion designer shares behind-the-scenes footage of their design process on Xiaohongshu, giving followers a glimpse into the inspiration and work that goes into each collection.
Cross-Platform Promotion
Develop a cross-platform strategy to reach a diverse audience and maintain a consistent brand narrative across different social media channels.
Example: Integrated Messaging
An art collective ensures their message is consistent across Weibo, WeChat, and Bilibili, each with tailored content that appeals to different segments of art lovers.
Offering Exclusive Access and Experiences
Provide exclusive access to art and design events, workshops, or meet-the-artist sessions to create unique experiences for followers.
Example: Exclusive Workshops
A ceramics studio offers exclusive pottery workshops to followers of a KOL on WeChat, providing a hands-on experience and a deeper appreciation for the craft.
Utilizing User-Generated Content
Encourage users to share their own experiences with the art and design pieces, such as photos of their home decor or personal art collections.
Example: UGC Encouragement
An art supply brand invites customers to share their artwork created with the brand’s products on social media, using a specific hashtag, and features the best pieces in their marketing content.
Compliance with Cultural and Advertising Standards
Ensure all marketing activities, including KOL partnerships, comply with Chinese cultural norms and advertising regulations.
Example: Cultural Sensitivity
A design brand ensures their marketing content respects Chinese cultural aesthetics and includes proper disclosures for sponsored partnerships, in line with local standards.
Performance Tracking and Optimization
Monitor the performance of KOL campaigns using social media analytics and optimize strategies based on data-driven insights.
Example: Data-Driven Insights
An art exhibition tracks ticket sales, social media engagement, and website traffic from their KOL partnerships to understand which influencers and content types are most effective in driving interest and attendance.
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!
Email: info@pltfrm.cn | Website: www.pltfrm.cn
