Exclusive interview with Shenzhen Daily: The secret to success in influencer marketing from Sweden

On December 25, 2017, Mr. Folke Engholm said in an interview with Shenzhen Daily, “We do not cooperate with those KOLs (key opinion leaders) who are already well-known, because everyone knows You can find celebrities like Fan Bingbing on Baidu. The hard part for us is finding those influencers who may only have 20,000 (followers), and no one knows who they are, but they have an effective influence. Absolutely beyond your imagination.”

When developing a brand marketing plan for DW (Daniel Wellington) watches, Folke Engholm and the Viral Access marketing team decided to do something contrary to traditional marketing. "We hope to have thousands of ordinary people like you and me involved."

Mr. Folke Engholm said that even if a person may only have 10,000 or 20,000 followers, these followers But they firmly believe in their words. Followers like their life, dress, yearn for their lifestyle, and even love and follow them unconditionally. Their messages and photos will be wildly sought after by their followers, thus A huge influencer promotion market has formed.

"Followers pay close attention to everything you say and do. When you post on a social platform, you may receive 10% of your fans' comments. But when George Clooney posts , even though he may have 50 million followers, he may only receive 0.1% of the fan comments. People follow them just because they are celebrities, but their interaction is not very engaging,” said Folke Engholm.

After two years of promotion, DW (Daniel Wellington) watches have become a household name among Chinese people. Seeing the satisfactory results that the micro-influencer marketing campaign brought to DW, Folke Engholm decided to expand the scale of marketing and serve the same brand marketing for other companies.

“Four years ago, many large companies were still investing in traditional marketing, such as billboards in subways, bus stops and magazines.” Folke Engholm recalled, “We were explaining to companies the importance of investing in digital marketing. They encountered some difficulties in understanding the importance of KOLs and influencers.”

Another difficulty they encountered was that people did not understand KOLs and influencers. "Who are they? Why are they good? People are always wary of new things. So, we had a hard time getting started, but the huge communication value that influencer marketing brings to a brand, I believe No doubt about it."

Now, Viral Access has established the most extensive influencer resource library in Asia covering China, South Korea, Japan, Singapore, Vietnam, Indonesia, Hong Kong, Taiwan, etc. on its online platform. It has 85,000 such influencers covering more than 35 different categories, with influence covering more than 9 billion people, including Weibo, WeChat, Facebook, Twitter and other well-known domestic and foreign social platforms.

As a student and business enthusiast, it is difficult for Folke Engholm not to notice Shenzhen because of its rapid growth in the past 20 years. He already fell in love with Shenzhen when he first came to the city in 2006. "Compared to other cities in China, Shenzhen has a great atmosphere. It makes you addicted because there is always something new happening." ?

Now Viral Access has become the leader in the Asian influencer market, committed to providing customer products and executing brand communication strategies for the Asian market, ?by discovering high-quality KOLs in various fields in Asia and leveraging the public The enthusiasm and interpersonal network allow brand information to spread and spread like a virus on online social media platforms, maximizing the market value of the customer's brand. The popular promotion of the DW (Daniel Wellington) watch brand is a successful practice of Viral Access influencer marketing.

“We also believe that in such an atmosphere, Viral Access can integrate Nordic fashion, rigorous and creative elements into the Asian market, tailor-made personalized influencer brand marketing plans for service brands, and make them pass through The southern gate to Asia”, Mr. Folke Engholm said that he is full of expectations for the future of influencer marketing.