We talk with the often-quoted authority on KOL marketing in China, Elijah Whaley, CMO at Parklu about how brands work with KOLs in China.&nbsp;• How does a brand engage a KOL?&nbsp;• How does a KOL campaign measure cost and impact?&nbsp;• How does the math work for ROI on a KOL campaign?&nbsp;• How do brands enable micro-influencer Key Opinion Consumers (KOCs) to spread their message?&nbsp;• How do brands build authentic communities out of KOL campaigns?&nbsp;• How can brands make their product experience more shareable?&nbsp;• How do users’ intentionality dictate which Chinese social and e-commerce platform brands should use?&nbsp;• Why do Chinese consumers need on average twice as many brand exposures as other consumers before making a purchase decision? And how do brands build campaigns with this in mind?

Product and Process Design in China, with Momo Estrella

Conversations with leading business executives in China.