If you aren't aware, influencer marketing is an online livestream campaign where internet celebrities promote a product. I don't know how widespread it is globally but in China it's the fastest growing advertising sector with a market size growth of ¥140b ($20b). Here we call it "直播带货" (livestream goods selling). Since the coronavirus makes most offline promotion events impossible and most car shows are cancelled, car makers in China are joining the influencer marketing hype. FAW-Toyota is the biggest promoter.
The company launched a massive online influencer marketing campaign since the end of April. Over a period of 34 days, 288 internet celebrities held 1336 livestreams with 5.3 million views and landing 21 thousands orders. This past weekend they sold 11k RAV4s in one livestream alone.
I have to say even though most 'livestream selling' are quite cringy to watch, it is quite effective since the cost to set up is extremely low and the it's basically a much more efficient and interactive modern evolution of TV selling.
The company launched a massive online influencer marketing campaign since the end of April. Over a period of 34 days, 288 internet celebrities held 1336 livestreams with 5.3 million views and landing 21 thousands orders. This past weekend they sold 11k RAV4s in one livestream alone.
I have to say even though most 'livestream selling' are quite cringy to watch, it is quite effective since the cost to set up is extremely low and the it's basically a much more efficient and interactive modern evolution of TV selling.