FORTNUM & MASON | Mid-Autumn Festival Event
influencers attended
1M +
audience reach
30 +
social media posts
25
For a British brand with such a rich history and heritage like Fortnum & Mason, influencers were carefully selected to ensure they provide high-quality content that showcases British culture and shares the British experience, aligning with the premium lifestyle that reflects Fortnum & Mason's brand image. We ensured the inclusion of influencers from all walks of life to engage with a diverse audience.
The Rare Choice
The preparation work began one month prior to the planned event. A key challenge in recruiting influencers for an offline event is ensuring their attendance. It is inevitable that some influencers may change their minds before or even on the day of the event. To ensure a satisfactory turnout, we invited five more influencers than the planned number, which was communicated with the brand. We also checked in with all invited influencers two weeks before the event and sent reminders three days and one day prior. Detailed instructions and timelines for the event were shared with the influencers to ensure a smooth day.
To guarantee high-quality influencer content, a detailed brief was provided and thoroughly explained to all influencers. They were encouraged to share content across multiple platforms, in both picture and video formats.
To improve future event planning and execution, we designed a simple post-event questionnaire to gather feedback from the influencers, which proved to be very insightful.
The RARE Approach
The event was a great success. The influencers thoroughly enjoyed the breakfast event, and the brand was very pleased with both the turnout and the overall atmosphere. A total of 26 social media posts were created around this event, with an additional 4 posts promised as a gesture of goodwill. The total audience reach exceeded 1 million. The influencers provided valuable feedback on the food, future event design, and insights about the brand, which were highly useful.
The Results
VEGAMOUR X 李佳琦
15.6M +
sales generated for Vegamour in one livestream session
38.8M +
followers on RED & Weibo
10M +
viewers per livestream session
Jiaqi Li, also known by his English name Austin Li, is the top live streamer and a leading social influencer in China, with 27.8 million followers on Weibo. He has set numerous records in livestreaming, including generating 9.5 billion RMB in a single day on T-mall during Singles' Day in 2023.
We chose Austin Li not only for his remarkable ability to drive revenue but also for his reputation for carefully selecting and presenting products. Being featured on Austin's livestream is widely recognised in the Chinese market as a strong endorsement, signaling that a brand is trustworthy and worth trying. This endorsement can drive audience interest and confidence in the brand, offering substantial long-term value that goes beyond immediate revenue.
The RARE Choice
First, we need to establish the brand in China over a period of time by building marketing awareness, creating engaging social media content, driving sales volume, and developing a positive brand reputation through customer reviews and organic content from customers.
Next, we should focus on building a strong relationship with Austin's team to encourage them to try the products. Product selection is critical here, as it must align with both the brand’s presence in China and the preferences of Austin’s team.
Finally, it’s essential to consistently follow up and request feedback. Support from T-mall’s team may also be beneficial in helping us secure a spot in his livestream.
The RARE Approach
In terms of results, we achieved 15.6 million RMB in the first livestream within just 8 minutes. Additionally, being featured in Austin's livestream has led to exposure in the livestreams of other top influencers. Customer feedback posts on RED also saw an increase following Austin's livestream.
The Results
VEGAMOUR x 董洁
average number of viewers per livestream session
100M +
GMV in one RED livestream session
4M +
loyal followers on RED with high disposable income
2M +
Dongjie is a prominent celebrity in China with around 4 million followers on RED. She is the second celebrity/KOL to generate over 100 million RMB GMV during a single livestream session on the platform.
We chose to collaborate with Dongjie because of her significant influence on RED. She is renowned for her high standards and her selective approach to brand partnerships.
Partnering with Dongjie helped us underscore and highlight the quality and effectiveness of our products.
The RARE Choice
Dongjie's team is very selective about brand collaborations. Therefore, we made numerous attempts to reach out, including sending samples and having our Account Manager introduce our brand.
Eventually, we connected and had the opportunity for Dongjie to trial our products. Based on her hair type, we highlighted several key products during our introduction.
Ultimately, we collaborated with her on a livestream session and a promotional video on RED. Following this, we engaged several mid to low-tier KOLs to further promote the products Dongjie recommended.
The RARE Approach
As a result, beyond the GMV generated from the livestream, we observed a significant increase in organic orders from Dongjie's followers on our T-mall store.
Additionally, the recognition by other celebrities and KOLs is even more valuable than the GMV generated by Dongjie.
The Results
VEGAMOUR X 伊能静
2.7M +
sales generated in livestream sessions
2.8M +
followers on RED
1.45M +
average number of viewers per livestream session
Annie Yi is a prominent Chinese celebrity with over 2.8 million followers on RED. She ranks among the top three most influential celebrities/KOLs on the platform, known for high engagement and trustworthiness.
Her livestreaming style, lifestyle, and follower demographics align well with VEGAMOUR's brand values.
When selecting celebrities or top KOLs for collaboration, we prioritize their long-term impact on our brand over immediate GMV results.
The RARE Choice
Initially, we collaborated with Annie Yi on a livestream due to its lower cost and risk.
Following the first livestream, we received excellent feedback on GMV and social media discussion volume. Consequently, we decided to partner with Annie on RED video promotions to further enhance our brand's image and prestige.
The RARE Approach
Our deep, long-term collaboration with Annie Yi has generated 2.7 million Chinese Yuan in sales.
The Results
150K +
views of branding content
1M
followers across platforms
12K +
authentic engagements
KILTANE X 牛津Kate朱朱
The RARE Choice
Kate Zhu, a PhD candidate at Oxford University, gained significant popularity on China's social media after graduating first in Mathematics as an undergraduate at Oxford. She shares her self-development journey on RED and Douyin, promoting girl power, sharing knowledge, personal lifestyle, and self-care, amassing nearly 1 million followers across platforms. Her audience is highly active and trusts her deeply.
Kate's British education and lifestyle background make her an ideal candidate to promote KILTANE. She can effectively communicate KILTANE's brand story and products to her audience. Her average content impressions and engagement rates are exceptionally high, ensuring excellent audience reach.
The RARE Approach
We approached Kate for a video collaboration, featuring KILTANE products in various scenarios like late-night study sessions and office outfit changes. The audience responded positively, praising the products and making purchase inquiries. Encouraged by this feedback, we are expanding our collaboration to include a livestream shopping event with Kate. Our first planning call has taken place, and we look forward to the livestream event in the coming months.
The Results
KILTANE's current collaboration with Kate focuses solely on branding. Kate's posts have garnered over 150K views and 12K engagements. Users have expressed interest in purchasing the same KILTANE products featured in her videos through comments.
KILTANE x Lezi
The RARE Choice
Lezi is a fashion content creator based in Germany with 176K followers. She specialises in fashion shopping unboxing and outfit ideas, active on YouTube, Weibo, Instagram, and WeChat Official, reaching a diverse audience. Her content attracts viewers seeking shopping advice and fashion inspiration, who are likely to make purchases based on her recommendations. Collaborating with Lezi has provided European audiences with insights into KILTANE's products.
The RARE Approach
We initiated our collaboration with Lezi in December 2023, leveraging the festive atmosphere to promote KILTANE effectively. Lezi created a dedicated video featuring outfit ideas with KILTANE products, skillfully integrating our brand heritage through vivid storytelling. Alongside product highlights, we provided a personalised discount code for Lezi's followers. To further enhance engagement and drive sales, we also ran a scarf giveaway, which resonated well with her audience.
The Results
Lezi's video generated nearly £10K in sales. Her audience praised her outfit ideas and the uniqueness of KILTANE products in the comments.
£10K +
sales generated by one video
176K +
followers across platforms
598
authentic engagements
Contact us.
partnership@shopperholic.com