Can KOL really help Audi’s sales growth?
Last week, Audi Canada announced their newest brand ambassador. What surprised me was that there was a fashion blogger, Emma. I followed her social platform and YouTube. She is a popular beauty blogger, fashion blogger, but definitely not a car-related blogger. This interesting combination makes me curious. Because usually car brands will choose stars as ambassadors. If you are working with influencers, it is usually just a new car release that invites influencers to promote and publicize. It is rare for fashion KOLs to become brand ambassadors.
Emma participated in filming the poster of the brand ambassador. In addition, the cooperation between Audi Canada and Emma also includes participation in Audi Canada events, test-driving Audi cars, and shooting driving experience videos. In other words, Audi hopes that Emma will share Audi’s products, services and experiences through social media photos and videos.
Why Audi choose Emma?
First, a good personal image and reputation. Emma is a professional fashion blogger who has collaborated with Mac to launch cosmetics. Her personal image is very good, no matter in appearance or personality, she has never had drama and negative news. Second, there are many Chinese in Canada. Emma is a Chinese living in Canada. She has a certain influence and appeal to the local Chinese. Accurately capturing the audience can help Audi increase sales. Third, video is a good communication medium, and the first-perspective experience is more valuable than commercials.
In Emma’s Youtube Channel, I found that she post a new video include go to the Audi company and test driving a new car. She said that she will drive the car back to home and share the experience about driving and service. And She will change the car in the future, like this month she drive the Audi RSQ8, next month change to the Audi A5. Her youtube channel is a good channel to share the cars, and her subscribers will love Audi when they watch the video. After that, maybe they will want buy it.
Cooperation between brands and influencers is the trend.
In recent years, more and more brands have promoted their products through digital marketing. Promotion channels and methods are constantly changing with the advancement of science and technology. Now is the age of digitalization. Brands also need to be advertised and promoted in new and popular ways. The explosive development of social media has promoted the development of the influencer and KOL industry. More and more brands choose to cooperate with influencers. This approach can help brands effectively increase their exposure and increase sales.
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