HOW AFAB ASIA IS LEVERAGING THE POWER OF INFLUENCERS ON ITS FIRST CAMPAIGN
For brands to stand out, they need to know where their consumers are, and in China that means social.
With more than 800 million active social media users in China, the influencers also known as Key Opinion Leaders (KOLs) is disrupting the traditional media and can have a huge impact on brands planning on making inroads into the Chinese market.
Realizing the importance of the roles KOLs’ play in the Chinese market, AFAB ASIA together with the Council of ASEAN Fashion Designers (CAFD) launched their inaugural campaign in collaboration with 5 leading Chinese Fashion & Style KOLs with a combined 30 million followers across multiple popular social media platforms in China. This campaign instantly opens the world’s second-largest market to ASEAN designers.
CREATE AND SELL ANYTIME WITHOUT A MIDDLEMAN
The campaign, which is opened for participation exclusively for all ASEAN fashion designers who are members of CAFD. These designers were free to design as many items as they wish, for one or more of 5 KOLs of their choice, and leverage on the Social Marketing Power of these KOLs to market their clothing.
The #WEARWHATSFAIR PRIVATE COLLECTION SERIES 1 is being very well received as the Council was flooded with an overwhelming number of submissions. After multiple rounds of selection and elimination, CAFD has chosen the finest and most exceptional designs that best represent the sartorial uniqueness of each South-East Asia country. The selected submissions will be commercialized in China’s consumer market and will be sold on AFAB ASIA’s state-of-the-art fashion e-commerce mobile app featuring AI Tailor, Virtual Stylist, and AR Wardrobe Management System.
LET AFAB ASIA TAKES CARE OF THE MARKETING FOR YOU
AFAB ASIA, as a business and marketing arm of CAFD also brought together the 5 KOLs featuring in this campaign to Penang to film a fascinating and exclusive video lookbook for the collection.
Penang was chosen as the principal filming location for it is known for its well-preserved heritage buildings and the melange of multicultural traditions of the city seamlessly complement the diversity uniqueness of the designs displayed in the Private Collection specially designed for the KOLs.
The video shooting took place at several locations across the island such as Majestic Theatre and Waldorf Hotel, with the primary location set at a turn of the century Old English mansion, Macalister Mansion.