TVN aimed to leverage Key Opinion Leaders (KOLs) on Xiaohongshu (also known as Red), a popular Chinese social commerce platform, to promote its latest movie release – “Our Season”.
Objective
The primary objective was to generate buzz and increase awareness for its new movie release among the target audience on Xiaohongshu. Additionally, the company aimed to drive ticket sales and engage with potential moviegoers through strategic KOL partnerships.
Strategy
TVN collaborated with Xiaohongshu KOLs who had a significant following and influence among the platform's user base. The company identified KOLs whose content style and audience demographics aligned with the target market for the movie.
KOL Selection
TVN carefully selected KOLs with a focus on those who had a large follower base interested in entertainment, movies, and pop culture. They also considered KOLs with a track record of creating engaging content and driving user engagement.
Content Creation
Social Video Lab provided the selected KOLs with exclusive access to behind-the-scenes footage, movie trailers, and promotional materials. The KOLs were encouraged to create authentic and engaging content that showcased the movie's storyline, characters, and key highlights.
Integration of Movie Themes
The KOLs seamlessly integrated the movie themes and promotional messages into their content while maintaining their unique style and voice. This approach ensured that the promotional content felt natural and resonated with their followers.
Call-to-Action
To drive ticket sales and further engagement, the KOLs included clear call-to-action (CTA) messages in their posts, encouraging their followers to purchase tickets, participate in movie-related events, and share their excitement about the movie release.
Results
The collaboration between TVN and Xiaohongshu KOLs resulted in a highly successful promotional campaign for the movie release.
