Advertising News
Jenny Chan 陳詠欣
Aug 4, 2017

Why do some Chinese KOLs spur buzz but have no commercial impact?

Because posts containing only a combination of hashtags can be quite meaningless.

Xu Wei Zhou prancing around in Louis Vuitton in Paris (Source: His Weibo)

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Campaign Asia-Pacific's inaugural 50 Over Fifty winners

1 Campaign Asia-Pacific's inaugural 50 Over Fifty winners

GroupM to merge agency brands into single P&L

2 GroupM to merge agency brands into single P&L

Labubu, the art toy craze and why grown-ups can’t get enough

3 Labubu, the art toy craze and why grown-ups can’t get enough

‘Just tone deaf’—Nike’s marathon campaign backlash

4 ‘Just tone deaf’—Nike’s marathon campaign backlash

Jaguar Land Rover launches global creative agency review in wake of Jaguar rebrand

5 Jaguar Land Rover launches global creative agency review in wake of Jaguar rebrand

Former AKQA boss Ajaz Ahmed launches shop to ‘rival slow, bureaucratic agencies’

6 Former AKQA boss Ajaz Ahmed launches shop to ‘rival slow, bureaucratic agencies’

How Trust Bank went from zero to a million customers in less than three years

7 How Trust Bank went from zero to a million customers in less than three years

Former McDonald's marketer Eugene Lee joins Chagee as APAC CMO

8 Former McDonald's marketer Eugene Lee joins Chagee as APAC CMO

Publicis Groupe elevates Liza Zhang to CEO role across two key agencies in China

9 Publicis Groupe elevates Liza Zhang to CEO role across two key agencies in China

WPP’s Mark Read on the new-biz pipeline, rebuilding in-office culture and not 'surrendering’ AKQA

10 WPP’s Mark Read on the new-biz pipeline, rebuilding in-office culture and not 'surrendering’ AKQA

Related Articles

Omnicom Media Group consolidates influencer capabilities under Creo brand
The Information
Apr 19, 2025
Shauna Lewis

Omnicom Media Group consolidates influencer ...

WeChat dominates China's social media: All B2B brands invest
Feb 26, 2024
Staff Reporters

WeChat dominates China's social media: All B2B ...

China social media in 2023: The brand guide to WeChat, Douyin, Xiaohongshu and other platforms
May 29, 2023
Ashley Dudarenok

China social media in 2023: The brand guide to ...

Influencer content outperforms digital ads on lower- and mid-funnel metrics: Study
Apr 23, 2025
Campaign India Team

Influencer content outperforms digital ads on ...

Just Published

Agency Report Cards 2024: We grade 25 APAC networks
6 hours ago
Campaign Editorial

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

Agency Report Card 2024: BBDO
The Information
7 hours ago
Staff Reporters

Agency Report Card 2024: BBDO

Amid challenging markets, BBDO is leaning on its creative capabilities while developing new technology skills to adapt to the new world of marketing, but this is still a work in progress.

Move and win roundup: Week of May 12, 2025
9 hours ago
Staff Reporters

Move and win roundup: Week of May 12, 2025

Start the week with updates on people's moves and business wins at Spotify, Wingstop, Cartology, Mahlab, and more to come.

ChatGPT, conversational AI and the shift from search-based shopping
9 hours ago
Lionel Sim

ChatGPT, conversational AI and the shift from ...

As generative AI evolves, a prompt-first economy will drive commerce, and it will be based on relevance, accuracy and structured data, predicts Lionel Sim, founder of AI Capitol.