This document discusses KOL management strategies and provides a case study of an S4 product launch in Cote D'Ivoire. It outlines KOL definitions, channels, strategies, and the operational process. The case study focused on using KOLs to promote the S4 launch through emotional content, an online selfie contest, and videos. This organic approach achieved over 500 contest participants and 66,167 engagements. Key learnings included needing better briefings to showcase features softly and adapting more to KOL content styles.

1. KOL management and case study

2. KOL management
• What is kol
• Channels of kol
• Kol strategies
• Campaign types
• What kol can do in different phrases
• Kol operation process
Case study
• S4 launch in Cote Divoire
• Kol union in Kenya
Content

3. Kol management

4. What is KOL?
l Expert of product knowledge or with influence
Known as an "influencer", having expert product knowledge and influence
in a respective field.
l Be trusted by groups
They are trusted by relevant interest groups and have significant effects
on consumer behavior.
l Direct relationship with sudiences
In comparison to celebrity brand ambassadors, KOLs often have a more
direct relationship with their audiences to share new product
recommendations.

5. Macro-influencer Micro-influencer
KOL with big quantity of followers, high
engagement and macro influencial, normally
get paid for the collaboration.
Example : @Technical Guruji Country:India
KOL with small quantity of followers, high
engagement and micro influencial, normally
get no paid, exchange for product or any
other beneficial.
Example: @legittechifo engagement rate is
around 4%

6. Channels of KOL
Comparision/review/Te
ch/News websites
Question websites Forums Blogs Social media
Take Thailand for example:
https://www.siamphone.com
/, https://www.beartai.com,
https://www.sanook.com/hit
ech/1452909/
ex: Quora.com,
Yahoo!Answers,
nriraland.com
ex:
https://pantip.co
m
Ex:
https://techmonke
yci.blogspot.com/2
018/03/infinix-hot-
s3-5-raisons-de-
vous-le.html
Ex:
YouTube, Facebook,
Instagram, Twitter,
Tiktok

7. KOL
strategies Campaign-based
Always-on
A strategy that conceptualizes your KOL
collaborations around short-term campaigns.
These are limited by set time periods and specific
goals, like promoting an event, sale, or product
launch.
A strategy which entails ongoing partnerships
with KOLs and consistent campaigning.
An effective KOL marketing plan involves
mixing elements from both strategies.
Mixed

8. Campaign types
Routine campaign
constantly brand/product
exposure, e-commerce
campaign, creative
campaign
Hot topic campaign
eg: big events, sports
game, real-time news, etc
Festival campaign
Global festival such as
valentine's day,
Christmas day
e-commerce campaign
Frankly speaking, it's for
directly driving sales,
such as if Thailand
worked with Lazada to do
a 20% off sale, work with
KOL to share the discount
info in the social media
platform.
creative campaign
Campaign with good
creative ideas.

9. Prepare in
advance and
associate KOL
into social
calendar
Action to do beforehand
Develop the marketing calendar which includes
expected hot topics, brand big events or big
events of the area/global, important festivals,
etc.

10. What KOL can do in teaser?
EPR on News/Tech/Electronic websites
Editors to publish articles to reveal the selling point
update
Social media exposure, such as FB and Ins post
KOL can repost our images or posters to call their audiences' action to
join the online interactive quiz or giveaways
Generate leads on forums or blogs
KOL can publish articles in forums or blogs to predict key features
KOL can also make buzz in forums to lead the audience discuss about
the new product

11. What KOL can do in launch?
Social media platforms exposure
KOL post images, short videos on social media,
Unite the key hashtag
Live stream
FB live stream and other live stream platforms
KOL do live stream while the product launch event
Review video
KOL can do unboxing video, review video, or vlog to
recommend the product and highlight the key features

12. What KOL can do in sustain?
Lifestyle contents
KOL post images or short videos in lifestyle ways.
Creative contents
We can think some creative ways to demonstrate product
features.
Review video or articles
Consistently do review videos or articles to increase share of
voice.

13. 01
02
03
04
05
06
KOL operation process
Orientation
Firstly, we need find the KOL who is targeting
at our customers, who can creat high quality
content and with good engagement.
Outreach
Find them and pitch them.
Negotiation
All the terms reagarding this campaign need
to be negotiated and dealed during the
communication.
Content review & schedule
Make sure the content is qualified and
schedule the contents according to the need.
Output tracking & analysis
Check the output to make sure it goes live
on time and as you dealed, analyze the
engagement and check the comments the
customers left.
Database maintain
All the contents and influencers should be
maintained in the KOL database, for further
analysis and future tracking.

14. Orientation
Database & relationship
Manual search
Normally we use related hashtag, keywords to search online including
google, social media channels and etc
such as xiaomi/oppo/huawei review, smartphone recommendation, tech
blogger, lifestyle blogger, geek, etc
Such as ''Share the moment with your Infinix, tag us to be featured ''
Take DJI for example, they have a session for creators to submit their
contents and also call their attention on brand's Youtube channel
Attract KOL to collab
We can accumulate the cooperated KOL to a sheet, which let us keep in
touch with them and know how to keep cooperating.

15. Outreach
Email, phone calls or any other ways to pitch the person, below
is an email template.
Subject : Sponsored campaign with Infinix Mobility (can add country name
specifically)
Hi there,
This is Fiona from Infinix mobility. We are reaching out to see if we can
have a chance to work with.
We found you via Youtube (can be other platforms too) and quite
impressive about your original content and unique point of view. Currently
we are launching a new product which is Infinix Note 5s, you are definitely
the right person to promote this device.
pls refer to below brief introduction and key features of Note 5S
1. dual camera, 2. Xpen, etc .....
You can also check more details on our official site:
http://www.infinixmobility.com/
The collaboration way can include but not be limited in Youtube review,
blog post, giveaways, etc. Let me know if you're interested in this
campaign.
Thanks very much for your time. I look forward to your early reply.

16. Negotiation
• Key terms discussed and dealt during the
negotiation
• Scope of services
• Payment/Reward
• Timeline
• Principled negotiation
• Win-win principle
• Negotiation result--Contract signed
• In order to guarantee the output will be
released out on time and in a good
quality, we should sign a contract,
follow the contract terms to supervise
the process and the result.

17. Content
review &
schedule
Content review
In order to guarantee the content is in good quality, and make sure it can go
live on time, we should set a timeline and require them to provide the
content for our review before the deadline, especially for the paid
collaboration.
Email example:
Please do send the content for our review within one week, any content that
you go live without our approval will be recognized as invalid, we will obtain
the rights to ask for your rework or withdrawl the payment.
Schedule the content
When you have a batch of content will be generated in the near future, you
should def maintain a time schedule of their post date to avoid missing the
right time and unreasonable arrangement.
Email example:
We suggest the content to go live on Aug 31th, thanks for your cooperation.

18. Output
tracking
& analysis
To make sure the
content has been lived
on time
Track all data and
accumulate them, which
enable you to make a
good KOL mix.
Analyze his/her
performance, his fans
quality, his engagement
rate for better knowing
how to cooperate.
Accumulate the quantities of KOLs, we will
have enough data to creatr the criteria for
different levels of KOLs, which let you know
their characters.
Key metrics
• Engagement rate
• Reach and impressions
• Traffic and share of voice
• ROI

19. Database
maintain
02
01
03
04
We need to track the process of KOL cooperation, and know
if they are good partner in the future.
For further analysis and data tracking.
For generating a real master-list for long term collaboration.
For developing budget range by knowing KOL’s quotation and
different cooperation ways.

20. Case Study 1 –
S4 launch in Cote

21. Deliver S4 message to users with emotional
impact.
Leverage KOL’s influence in soft ways.
Create content with KOL and engage users in
soft and less commercial ways.
Goals

22. Scenario contents
KOL share the S4 in different scenario to
show the latest tech of front camera.
Create interaction
Entice people to know
more of the product by
interactive image, video or
GIF.
Product
features Trigger to
experience
An online selfie test to attract
people to experience the front
camera in the shops.
Not only does demonstrate product features directly, but also show
it via KOL interesting contents. An online activity hold for the deeper
experience.
Strategy

23. Performance
The performance here is mainly from organic. We reach
people and get good responses due to the content we create
with Kols and they push the content on their creative ways.
The results are not base on more budget but more creative
on cooperating with kols.
1.5
Over 500
66,167Organic engagements
Teaser has
1.5 times
reach
Total over 40,000 organic
engagement and estimated over
1 million organic reach.
There is over 500
participants of the
online selfie contest.

24. Who we cooperate with?
After evaluating their influence, we choose four from different professional field,
and not from technology.

25. Timeline
Teaser
Preparation Online contest
l Communicate what
kind of content will
be produced and
when will the
content be post.
l Photo shooting and
video shooting
makes the content
as discussed and
post on schedule.
l Kol posted on their
social media with
the hashtag.
l Infinix shared the
posts.
l Inviting users to
share and comment.
l Creative content
from kol.
l Infinix announced
the contest.
l Kol posted on their
social media with
the hashtag.
l Inviting users to
share and join the
game.

26. Emotional
Teaser
Product
Teaser
VS
Organic Reach 26,119 Organic Reach 15,284 Organic Reach 19,893 Organic Reach 19,130
Organic Reach 13,340 Organic Reach 6,920 Organic Reach 13.132
Teaser

27. Online contest
Infinix and kol shared the same KV content to announce the online
campaign.

28. Videos and creative contents
Kol associate S4 into their own lifestyle and earn more engagements.
Interview videos have reach more minutes viewed.

29. Summary
Needed improvementsPositive
Ø 2 KOL/4 are not very well-known by our, but
matching perfectly with the « golden generation ».
Ø People do not understand why we choose them
instead of « super stars » of music industry. So we
give them the answer that we want to try something
new and try to touch another audience which is
more selective also people that are more present on
Instagram to change the brand image in the country.
Ø To adapt the content with the KOL content. Some
KOL do not post content on all their platforms since
they think it is not matching with their usual content
which may appear weird toward their audience.
Ø Should have a better brief with KOL to discuss about
kind of content and show more about product
features in a soft way
Ø When KOL post their own content we can see a
better engagement
Ø Some KOL did more than expected
Ø Reach another audience through Instagram
Ø Increase Insta followers

30. Thank you
Sunlee
Sun.lee.work08@gmail.com
Wechat:sunlee08
Line:sunlee08