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Standing out during China’s mid-year 618 shopping festival is notoriously difficult, especially for a mid-sized activewear brand like FitLife Apparel. To break through the noise, we designed a highly synchronized Influencer Marketing (KOL/KOC) campaign that leveraged the distinct strengths of both Douyin and Xiaohongshu.
Our strategy relied on a "Pyramid Approach." At the top of the pyramid, we partnered with three top-tier fitness influencers on Douyin for live-streaming events. Their goal was to generate explosive, immediate sales and massive brand awareness through high-energy product demonstrations. At the base of the pyramid, we activated a network of 300 Key Opinion Consumers (KOCs) on Xiaohongshu. These micro-influencers seeded authentic, relatable reviews, styling tips, and workout vlogs featuring FitLife products in the weeks leading up to the festival.