The power of Key Opinion Leaders in China – a Recent Case Study

Working with Key Opinion Leaders (KOLs) to help brands promote their products and services as an effective marketing strategy has been adopted by many western marketers who are trying to connect with Chinese consumers. Some are still new to the game and eager to find out about China’s powerful KOLs.


In September, UMS organised a KOL trip from China to New Zealand, engaged one of China’s leading travel KOLs named Renzituo. During this trip, Renzituo managed to record her travel experience into video contents and shared with her large followings on social platforms and video channels.


Renzituo “人字拖游记” is one of the first bilingual travel and lifestyle bloggers in China. As an experience travel blogger, she has travelled to more than 70 countries, and have obtained 1.3 million followers on Weibo and over 200 thousand followers on Little Red Book.


Renzituo took her followers to Queenstown, Auckland, Rotorua, Taupō and other amazing places to experience what New Zealand has to offer. UMS summarised a series of videos she created on her social media platforms include: Air New Zealand in-flight experience to Auckland; a private tour at Pāmu’s dairy farm in Taupō where she learned how an organic milk product is produced; and the unforgettable bungy jumping experience in Queenstown. Her entire journey in New Zealand was documented into 13 videos, generating a total 7.26 million exposure, 2.88 million video broadcast and 4,014 engagements on Weibo.


Air New Zealand in-flight experience

For full video:


Renzituo talked about Pāmu’s dairy product, how it’s made and benefits

For full video: 


There’s no denying the power and influence of China’s KOLs. These KOLs have amassed huge power and influence in the market and many Western marketers are keen to leverage this to promote their brands, products and services. UMS has created a beginner’s guide to help marketers when thinking about using KOLs for promoting their brands and products.


Click to learn more: