E-commerce & Instant Retail
Live-streaming commerce: Is low-price promotion the only way? Coca-Cola and Perfect Diary show how to leverage influencers for branding
Influencer marketing is a hot topic this year, but many brands mistakenly treat influencers as a sales channel, relying on discounts. This article argues that influencers should be used for branding, solving specific problems in specific scenarios, as demonstrated by Coca-Cola's use of Santa Claus and Colombia's Juan Valdez, and suggests a more effective strategy for creating trends with influencers.
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