Choosing Your Influencers Carefully
Christian Dior fans in China reacted angrily to the appointment of its first brand ambassador there, Chinese actress Yang Ying aka Angelababy. Yang Ying, has been called the “Kim Kardashian of China”.
Almost immediately upon publication on Dior’s official Weibo (a Chinese microblogging website similar to Facebook and Twitter) the news exploded on China’s social media with Dior fans saying “Why did Dior decide to destroy its high-end public image?” Another person said, “It’s time for me to say goodbye to the brand that I’ve loved for more than 10 years.”
We work increasingly with celebrities, bloggers and vloggers and in deciding which influencer is right or wrong for a client we assess who the client’s target market is, what the brand values are, and how that matches up with the ambassador’s image and their followers.