Using KOLs for Marketing Campaigns: Easy or Hard?

 

According to statista.com data, by 2017, there are nearly 40 million social networking accounts in Vietnam. Social networking has become the main source of information for many people, so social media has become an indispensable channel for many businesses. Personal pages of celebrities on social networks have also become an effective communication channel.

KOLs: Powerful character in the media

Paris Fashion Week. A young girl came out from a luxury car in the cheering of the crowd and the paparazzi ran along her way. She waved at everyone, took selfie photos with the fans and walked into the auditorium. Sitting on the front row with editors, editors fashion reputation.

Who is she?

She is not a lady or a dignitary in any newspaper or television station. She is simply a Fashion blogger. People give comments on new fashion collections through their personal Facebook page or instagram and how to dress up / makeup through their own youtube channel.

Each of her remarks can affect millions of people and generate thousands of orders. She is a KOLs - Key Interactive Leaders - influential people on social networks. People like you have appeared on the list of marketing communication managers around the world from 5 years ago. 

 

Kristina Bazan, 22, from Sweden, became the first million dollar blogger. Photo: Daily Mail.

 We remember the phenomenon of Nguyen Ha Dong, phenomenon on the social network in 2015. One of the "contributes wind" to the "storm" is PewDiePie - Youtuber has the most followers on the world. gender (58 million followers). "Do not play this game" video recorded by him playing Flappy bird has attracted over 34.7 million views and created hundreds of thousands of downloads Nguyen's game. Ha Dong.
 

 KOLs has now become a full time job with many people in the fields of fashion, beauty, automotive, technology, even child care, education and training. Social networking, but also participate in events, events or write articles, reply in the media

Portrait of the KOLs

KOLs can be divided into 3 large groups.

1. Group celebrities

This group brings together singers, musicians, actors, directors, MCs, celebrities (children of celebrities, members of the royal family) and even politicians. Former Soviet Gorbachev was also a promoter of the Louis Vuitton brand.

2. Group of celebrities on social networks

Those are facebooker, blogger, vlogger, Youtuber has tracked thousands (tens of thousands to tens of millions followers) in a specific area. Maybe it was a temporary celebrity after an act, a special spokesperson (for example, the guy running the Arsenal car called Running Man, or the farmer who likes to call himself Liar, hot girl Ba Tung, ...). 

 3. Group of highly specialized people in a fieldIt may be a doctor (with a broad discipline such as pediatrics, obstetrics, etc.) or business people, specialists, scientists, researchers, creative professionals (designers, painters). photographers, writers, journalists, ...)

The importance and magnitude of a KOLs is not measured by the number of people reading, watching, sharing, but also by the impact of the information that a person has about his or her trustworthiness. Price, perception and influence to the same people in the world, the time spread (a KOLs love a brand can refer to the brand everywhere, at times, for many years).

How should KOLs be chosen?

Each KOLs has its own message and value. Brands need to choose the right Kols because in some cases, the wrong choice can cause adverse effects.

Step 1:

The image of KOLs must match the positioning and characteristics of the brand. A stylish fashion brand can not choose a famous Kols but dress very bad. KOLs must be consistent with the brand's development phase (KOLs of the product launch period are different from the crisis period and unlike the post-crisis period).

KOLs must match the requirements of the campaign (focus on branding or marketing or sales).

Menard brand of Japan has chosen the Miss Universe 2007 in Japan to attend the launch of new products not only because she is famous but she also represents the image that this brand is aimed at. Beautiful women, successful, self-control. 

 

Miss Universe 2007 Riyo Mori to Vietnam at the invitation of Menard Japan brand.

Step 2:

The following criteria should be considered for selecting appropriate KOLs:

- Famous Criteria / Trust / Influence Target Audience
- Sex / Sexual Orientation
- Family or Single
- Ages
- Individual Goal / Time in Career
- Fitness / health
- Style
- Price
- Is there a representative for a competitor?

There are KOLs famous but when they receive the invitation of the brand they have moved to build another image so they do not accept the promotion.

Step 3:

Even if you have found the right person, the business still need to be cautious because often, the reputation is easy to drag the scandal. Collaboration details need to be properly implemented to avoid "post-disaster".

Pay attention to agreed terms of time, geographic coverage, channel used, contract break, monopoly, crisis. Terms of breach of contract. Terms of payment, tax.

Step 4:

Collaborate with content producers, brand image, campaign characteristics and make quick adjustments whenever needed.

In the digital age, the opportunity to "spurt" in perception and sales is possible, but the brand needs to be very cautious because the consequences of the mistakes come quickly and with the end. big break.