If you're a veteran follower of the CIM podcast, or if you've just discovered this bi-weekly treasure trove of industry insights (hint, subscribe!), chances are that you're all too familiar with the term KOL. But what about the mysterious Key Opinion Customers who, if used correctly, may have just a significant an impact on a brand as KOLs? Joining us in the studio today is Ray Veras, founder and CEO of PJdaren. PJdaren aims to help some of the world's largest brands engage key opinion customers, or KOCs, in China through proactive product seeding solutions. Over the years, PJdaren has constructed a massive KOC community with a proprietary platform that facilitates authentic content and conversations in the places that matter most and at scale. In this episode, Ray talks about his journey building his KOC network from scratch. He provides a rarely-seen perspective of how customers can be "weaponised" into brand ambassadors, a phenomenon that is most present in China. With the proper tactics, brands can cultivate certain customers into KOCs. Let's find out how.