3,642
8,008
183,013
Overall increase in engagement
Which is 3.5 times higher than the industry average for follower-based engagement rate of 2%.
This high level of engagement demonstrated the campaign's effectiveness in connecting with the target audience and enhancing brand visibility on Xiao Hong Shu.
Primarily 18–35 years old, with a large concentration of users in their 20s and early 30s. These are young professionals, students, and millennials who are highly engaged with lifestyle content.
There's a rising interest in technology and consumer electronics, especially among younger male users.
Users are highly engaged, posting reviews, sharing experiences, and seeking advice or recommendations.
Sony engaged influencers to promote the Sony ZV-1 camera to leverage the power of influencer marketing to offer more authentic product endorsement.
We wanted to use this opportunity to demonstrate the camera’s features in real-time through their content such as vlogs and unboxings with social proof that is based on a genuine recommendation.
The campaign featured 6 nano influencers and 6 macro influencers on Xiao Hong Shu.
We mainly seek influencers who are typically skilled at producing visually engaging content and have audiences that value artistic expressions and innovation.
We have one of our macro influencers for this campaign, Giminsngg, who created a total of 7 video postings.
Giminsngg’s content can be found here .
We hope you found this case study useful!
Overall, the campaign was a true eye-opener for us, and we believe this will shape how we create content for our brands in the future. If you have any questions for us, please feel free to reach out to me at [email protected].