Influencer

China’s Latest Marketing Buzzword Actually Matters. Here’s How to Use It.

16 July 2020 • By Zoe Suen

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China’s Latest Marketing Buzzword Actually Matters. Here’s How to Use It.

Private traffic channels have boosted sales for homegrown brands, but many international players have yet to take the plunge. Here’s what they can learn from the locals.

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Using Famous Faces to Impress Chinese Consumers Just Got Trickier

2 July 2020 • By Casey Hall

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Using Famous Faces to Impress Chinese Consumers Just Got Trickier

Marketing to Chinese consumers in a time of crisis means that brands with tighter budgets need to consider new ways of leveraging Chinese influencers and celebrities.

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Fixing the Whitewashed Influencer Economy

18 June 2020 • By Alexandra Mondalek

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Fixing the Whitewashed Influencer Economy

BoF breaks down the system of pay gaps, racist exclusion and algorithms that keep black influencers from excelling — and what needs to happen to make it stop.

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The Great Influencer Shakeout

21 May 2020 • By Chavie Lieber

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The Great Influencer Shakeout

Fashion influencers are seeing a plunge in brand deals during the pandemic. They must evolve their content and flex their creative skills or risk being left behind.

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5 Strategies for Chinese Valentine’s Day

19 May 2020 • By Casey Hall

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5 Strategies for Chinese Valentine’s Day

Brands are going all out with campaigns aimed at capturing the hearts and wallets of Chinese consumers in the run-up to the annual 520 celebration. Here’s how to cut through all the marketing noise.

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The Art of the Crisis Pivot — and the Brands Getting it Right

8 May 2020 • By Chavie Lieber

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The Art of the Crisis Pivot — and the Brands Getting it Right

Fashion brands that find their businesses upended by the pandemic are finding creative new ways to operate. Here's how they did it.

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What Brands Are Doing Instead of Influencer Campaigns

21 April 2020 • By Chavie Lieber

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What Brands Are Doing Instead of Influencer Campaigns

With pre-pandemic budgets slashed, brands are relying less heavily on influencers, using what marketing dollars they have left in creative ways.

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Influencers Have a Captive Audience During the Pandemic. But Can They Capitalise on It?

3 April 2020 • By Rachel Strugatz

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Influencers Have a Captive Audience During the Pandemic. But Can They Capitalise on It?

Influencers are getting more views than ever from self-isolating fans. But with Sephora stores shut down and fewer consumers in the mood to buy makeup, making money could be a struggle.

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For Influencers, Affiliate Revenue Is Next to Disappear

26 March 2020 • By Chavie Lieber

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For Influencers, Affiliate Revenue Is Next to Disappear

Brands like Macy’s, Ulta, Dillard’s and TJ Maxx are pausing their affiliate marketing programs to save money during Covid-19. Influencers, who have seen brand sponsorships disappear overnight, are scrambling.

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Anime, Comics and Louis Vuitton: Inside the Quirky, Hyper-Engaged World of Bilibili

27 February 2020 • By Zoe Suen and Casey Hall

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Anime, Comics and Louis Vuitton: Inside the Quirky, Hyper-Engaged World of Bilibili

Everything brands need to know about the gateway platform to Chinese youths.

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