This report explores the effectiveness of two types of influencer marketing in China: collaborating with celebrities and sponsoring variety shows. The report uses a proprietary index to measure the effectiveness of each strategy and provides two in-depth case studies to demonstrate best practices. The goal is to provide improved insights that can lead to better business decisions and results. The report also notes that Chinese marketers are at the forefront of the influencer marketing trend, with 72% of brands increasing their investment in social media marketing in 2017, with 63% of that investment directed at KOL promotion.
