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name="s" autocomplete="off" /> <button type="submit" id="submit-search" class="submit-search"><i class="icon-search"></i></button> <button type="button" id="close-search" class="close-search"><i class="icon-close"></i></button></form></div></div></header><div class="content" role="main"><div class="hero-block hero-background-image"> <img class="hero-image desktop-image img-fluid" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/25122445/Presentation2.jpg" draggable="false" /> <img class="hero-image tablet-image img-fluid" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/25122445/Presentation2.jpg" draggable="false" /> <img class="hero-image mobile-image img-fluid" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/25122445/Presentation2.jpg" draggable="false" /></div><div class="container"><div class="single-header"> <a class="backto" href="https://digital-business-lab.com/projects/"> <i class="fas fa-angle-left"></i> Back to Our Projects </a><div class="project-meta"><span class="client">Dior — </span>Little Red Book Influencer Campaign 2019</div><h1>Luxury product launch leveraging influencer marketing on Little Red Book</h1><div class="project-services services"><ul><li><a href="https://digital-business-lab.com/influencer-marketing/" title="View influencer marketing projects">Influencer Marketing</a></li></ul></div></div><div class="post-content"><div class="wpb-content-wrapper"><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_single_image wpb_content_element vc_align_left wpb_content_element bb_custom_1610444170781"><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img fetchpriority="high" decoding="async" width="1200" height="513" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/12173600/cover_diorprestige_1440_1200-2-1.jpg" class="vc_single_image-img attachment-large" alt="" title="cover_diorprestige_1440_1200 (2)" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/12173600/cover_diorprestige_1440_1200-2-1.jpg 1200w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/12173600/cover_diorprestige_1440_1200-2-1-300x128.jpg 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/12173600/cover_diorprestige_1440_1200-2-1-768x328.jpg 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/12173600/cover_diorprestige_1440_1200-2-1-576x246.jpg 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/12173600/cover_diorprestige_1440_1200-2-1-992x424.jpg 992w" sizes="(max-width: 1200px) 100vw, 1200px" /></div></figure></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-3 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2>The Brief</h2><p>Dior approached DBL to promote their new product ‘Dior Prestige Huile De Rose’ in mainland China. This promotional campaign aims to drive traffic specifically to travel retail shops. DBL’s role was to provide an all-round influencer marketing activation strategy with a focus on Little Red Book (aka Xiaohongshu) as the main platform. Dior challenged us to raise awareness for the new product line with content that attracts affluent Chinese consumers.</p></div></div></div></div></div><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-offset-1 vc_col-md-6 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2>The Solution</h2><p>We achieved the goals by implementing Little Red Book influencer marketing with travel & skincare themed content. DBL identified travel retail-related KOLs and coordinated with them to ensure a complete understanding of the strategy and brand guidelines.<br /> In addition, we tailored each component of the strategy specific to the Chinese market. Since the influencers are well-connected with their audience, we gave them maximum flexibility to tailor their own content.</p></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="vc_row wpb_row vc_inner vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1 bb_custom_1525939747126"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="vc_separator wpb_content_element vc_separator_align_center vc_sep_width_100 vc_sep_border_width_2 vc_sep_pos_align_center vc_sep_color_grey wpb_content_element vc_separator-has-text" ><span class="vc_sep_holder vc_sep_holder_l"><span class="vc_sep_line"></span></span><h4>Social Media Strategy - Social Media Localized Content Production - Little Red Book Influencer & PR Management - Monitoring and Reporting</h4><span class="vc_sep_holder vc_sep_holder_r"><span class="vc_sep_line"></span></span></div></div></div></div></div><div class="vc_row wpb_row vc_inner vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_single_image wpb_content_element vc_align_left wpb_content_element bb_custom_1580809841139"><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img decoding="async" width="1200" height="589" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/20200204-DBL-Dior-1-1200x589.jpg" class="vc_single_image-img attachment-large" alt="little red book influencers" title="20200204-DBL-Dior-1" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/20200204-DBL-Dior-1-1200x589.jpg 1200w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/20200204-DBL-Dior-1-300x147.jpg 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/20200204-DBL-Dior-1-768x377.jpg 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/20200204-DBL-Dior-1-576x283.jpg 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/20200204-DBL-Dior-1-992x487.jpg 992w, https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/20200204-DBL-Dior-1.jpg 1373w" sizes="(max-width: 1200px) 100vw, 1200px" /></div></figure></div></div></div></div></div><div class="vc_row wpb_row vc_inner vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2>The Results</h2></div></div><div class="circles-block wpb_content_element"><div class="circle-block active has-more"><div class="circle-inner"><div class="title">5</div><div class="subtitle">Influencers</div></div><div class="separator"></div><div class="circle-more">Activated</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">3M+</div><div class="subtitle">Total reach</div></div><div class="separator"></div><div class="circle-more">on LRB</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">Positive sentiment</div><div class="subtitle">from followers</div></div><div class="separator"></div><div class="circle-more">on LRB</div></div></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2>Key Takeaways</h2><p>To bring Dior to the forefront of Chinese consumers’ attention, an effective way is to make use of local social media platforms.<br /> DBL elected to implement influencer marketing via Little Red Book given that it is the most trusted social online commerce platform in China.<br /> Over 100 million Little Red Book users rely heavily on its authentic product reviews, opinions, and recommendations. Crucially, 90% of these users are middle or upper-class women.</p><p>Little Red Book influencers have a more specific attribute and can be mainly categorized into 2 types— sales-oriented and information-sharing.<br /> Since the main objective of this campaign was raising product awareness, we prioritized KOLs specifying in product reviews and tutorials.<br /> Another important criterion for selecting influencers is the compatibility of their fans’ demographics with the nature of the campaign/product.<br /> Since Dior only distributed its new products in Beijing and Shanghai airports, KOLs with a majority of fans located in 1<sup>st </sup>tier cities were our target.</p><p>Moreover, we employed Enhanced Due Diligence on KOLs on individuals to identify suitable influencers based on their background & lifestyle, so as to match their personas with the target audience.</p><p><span style="font-size: 1.5rem;">Another key factor for a successful influencer campaign is encouraging influencers to create authentic content. User-Generated Content (UGC) is the cornerstone of Little Red Book as the content not only needs to be useful and helpful to the readers, but also needs to promote commerce.<br /> A positive review on Little Red Book is most trusted by users, giving credibility and authenticity to the product itself. Managing the operations between Dior and the beauty/lifestyle influencers during the campaign, we ensured a seamless communication and product distribution among all parties.</p></div></div><div class="cta-block wpb_content_element"><div class="title">Promote new product in China with Little Red Book Influencer Marketing</div><div class="cta"> <a href="https://digital-business-lab.com/contact/" class="btn btn-primary" title="Promote new product in China with Little Red Book Influencer Marketing">Contact Us</a></div></div></div></div></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><p></span></p><h2>About DIOR</h2></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-3 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_single_image wpb_content_element vc_align_left wpb_content_element bb_custom_1580809652247 bb_custom_1580809652249 bb_custom_1580809652251 bb_custom_1580809652252"><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img decoding="async" width="230" height="100" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/01/15145620/dior-logo.jpg" class="vc_single_image-img attachment-medium" alt="DIOR logo" title="dior-logo" /></div></figure></div></div></div></div><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-offset-1 vc_col-md-6 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><p>Dior is the number one French luxury goods company controlled and chaired by French businessman Bernard Arnault, who also heads LVMH, the world’s largest luxury group.</p></div></div></div></div></div></div></div></div><div class="featured-projects"><h3>Featured Projects</h3><div class="post-grid thumbs-grid"><div class="row"><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/boost-worldwide-organic-engagement-on-social-media-through-impactful-content/" title="Boost worldwide social media engagement & corporate visibility through impactful content"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2021/09/10211222/oie_OoAayfyWhbqY-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Alibaba Group</div><div class="item-title">Boost worldwide social media engagement & corporate visibility through impactful content</div> </a></div></div></div><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/localized-marketing-strategy-regional-instagram-account-launch/" title="Localized marketing strategy for regional Instagram account launch"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/06/15144948/20200424-INF-grid2-e1588149643798-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">INFINITI</div><div class="item-title">Localized marketing strategy for regional Instagram account launch</div> </a></div></div></div><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/influencer-video-marketing-boost-exposure-new-market/" title="Influencer video marketing to boost exposure in new market"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/04/15145100/Bon-Parfumeur-grid-2-1-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Bon Parfumeur</div><div class="item-title">Influencer video marketing to boost exposure in new market</div> </a></div></div></div><div class="col-sm-6 d-none d-sm-flex d-lg-none"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/raise-campaign-awareness-drive-donations-creative-video-content/" title="Raise campaign awareness and drive donations with creative video content"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2019/12/15145647/New-Project-450x250.jpg" class="img-fluid" alt="creative video content" decoding="async" loading="lazy" /></div><div class="item-client">UNHCR</div><div class="item-title">Raise campaign awareness and drive donations with creative video content</div> </a></div></div></div></div></div></div></div></div></div><footer class="no-heading"><div class="container"><div class="footer-body"><div class="row primary-row"><div class="col-md-7 col-lg-4 col-xl-4"><div class="footer-block email-block block"><h5 class="block-title">Sign up for our newsletter</h5><div class="block-content"><form id="newsletter-form" method="POST" action="https://digital-business-lab.com/wp-admin/admin-ajax.php"> <input type="hidden" name="action" value="subscribe" /><div class="form-group"> <input type="email" class="form-control" id="f_contact_email" name="contact_email" placeholder="email address" autocomplete="off"></div> <button type="submit" class="btn btn-primary btn-block" data-submit-text="Submit" data-submitting-text="Submitting...">Submit</button><div class="form-message"></div></form></div></div></div><div class="col-sm-6 col-md-5 col-lg-4 col-xl-3"><div class="footer-block nav-block block"><h5 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