We developed an influencer community for Pull & Bear comprised of rising-star digital influencers. We periodically issued “missions” that tasked these micro KOLs with new content creation for different rewards.
Influencers then created high quality content which was then spread across their followers, and the best assets were selected to be featured on P&B’s official social platforms including WeChat, Weibo, Tmall & JD, paired with outfit pricing and other info. The community gave P&B a steady stream of high quality localized content at a fraction of traditional KOL costs. It also built a long-term relationship and loyalty among member KOLs.
- Social Media