Case Study

Challenge

With the rise of social media marketing and advertising, Hylink seeks to stay ahead of the competition by providing clients with the best-in-class social reporting and measurement. KOLs (Key Opinion Leaders, also known as “influencers”) are becoming a true force in the China advertising space, but accurately measuring their impact has proven difficult for many agencies. As an increasing number of KOLs gain prominence, it is evermore crucial for brands to have the ability to gauge the performance of their investments.

Strategy

To capitalize on the popular summer travel season, San Diego Tourism Authority (SDTA) launched a summer campaign across multiple platforms to capture their target audience. For this portion of the campaign, KOLs from Weibo and WeChat were utilized to promote San Diego’s brand messaging and educate potential travelers about the city.

We developed a measuring and reporting system to effectively evaluate KOL performance, called KAPE (KOL Aggregate Performance Efficiency). The KAPE index is an advanced approach to effectively and precisely calculate the cost-efficiency of investments in KOLs. For San Diego’s Summer campaign, KAPE was the primary evaluation tool to decide which KOLs to partner with.

Results

19
KOLs across Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. Estimate
46,936
Total Engagement

Related Articles

Summer KOL Campaign
SDTA
READ MORE
Find X
OPPO
READ MORE
#MyHawaiianStyle
Hawaiian Airlines
READ MORE
Las Vegas x Hainan Airlines
Hainan Airlines
READ MORE
Love Campaign
SF Travel
READ MORE
National Parks Adventure
Brand USA
READ MORE
Live Streaming Campaign
SF Travel
READ MORE
Travel With Food And Wine
Youku & Acura
READ MORE
Creative Campaign Series
JD Finance
READ MORE
WeChat Management
L’Occitane
READ MORE
Envy Rouge Lipstick
Estee Lauder
READ MORE
SF Travel Golden Week Campaign
SF Travel
READ MORE
531 Super Brand Day
JD.com x Coca-Cola
READ MORE
Global Casting Call
Fengshen
READ MORE
VELITE 5
Buick
READ MORE
Milk Deluxe
Mengniu
READ MORE
LadyBees
CJ E&M
READ MORE
Fliggy Singles’ Day
Brand USA
READ MORE
Find New Ways
Shanghai General Motors
READ MORE
Mafengwo Short Video Campaign
SF Travel
READ MORE
"Life Is Like A Skewer" - A Food Documentary
Bilibili
READ MORE
SFTA & SDTA Best Of California Campaign
SF Travel
READ MORE
UCLA Health Robb Report Campaign
UCLA Health
READ MORE
Mead Johnson Brand Event In San Grabiel, California
Mead Johnson
READ MORE
Mission Enlightening
Tencent
READ MORE
UpSpring B2B Brand Event in New York City
UpSpring
READ MORE
SDTA Summer TVC Campaign
SDTA
READ MORE
SFTA Pantone Color Campaign
SFTA
READ MORE
Brand USA: See How Far You Can Go
Brand USA
READ MORE
Draw Something SF Campaign for San Francisco Travel Association
SFTA
READ MORE
Tom Ford - Soleil Summer Campaign - H5
Tom Ford
READ MORE
Culturelle - COVID19/Immune Health campaign
Culturelle
READ MORE
HYLINK THINKS
Which came first? Media or Creative? Google Mapped the intersection of "Strategy and Creative". Couldn't find it. Spot Plans are like Quantum Dots. They're always in a state of flux. Conference Call Bingo is the best game ever. Why Doesn’t the Wifi Work When You Need It? Firing Yourself Up is the Best Promotion. How rich would you be if you had a dollar for every slide you had to write? Where’s the Free Food? Smart Thinking Equals Endless Possibilities. Back To The Future is the best movie for agency professionals. Advertising is like dating. Always dramatic. It’s Five O’Clock Somewhere. Such as, right now. No Copywriters were harmed in the making of this sentence. Advertising is like a marriage - keep it fresh or else it goes up for pitch. Manifestos are a great reason for beer. Or gin. Napa Valley should sponsor Advertising Agencies. “Programmatic” is a great conversation starter. Or killer. We don’t swipe. We click. Making that logo bigger, or smaller. Since 1994. This message was brought to you by Independence.
Contact Us