Analyzing the Data of NESCAFE Sustainability Campaign and the Effectiveness of the Key Opinion Leaders Utilization

Abstract

KOL promotion plays a more and more important role in the modern digital marketing. However, not all the brand campaigns are successfully run, and the rates of return are less than satisfaction. This paper goes through the open data of NESCAFE Sustainability Campaign in the year 2021, collected from the Chinese mainstream social media platforms (Microblog, RED and WeChat) and the data collected from the offline cooperative Cafes, analyzes the effectiveness of key opinion leaders (KOLs). Using key opinion leaders on the social media becomes a basic and popular way to promote the brands and the corresponding activities nowadays. The Liana Technologies website [10] states that the use of KOLs can help gain the genuine and honest of consumers for the KOLs will not risk losing their reputations when suggesting a brand. The problem is, according to the KOLs’ data from the NESCAFE 2021 Sustainability Campaign, that KOLs are not as efficient as the NESCAFE has assumed in advance in the promotion period. Professor Jonah Berger from Wharton School of the University of Pennsylvania states several principles that make things contagious. This paper analyzes the result of the NESCAFE Sustainability Campaign data during the warm-up period and analyzes how can some of the professor Berger’s principles explain the KOL promotion.