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. • How does a brand engage a KOL? • How does a KOL campaign measure cost and impact? • How does the math work for ROI on a KOL campaign? • How do brands enable micro-influencer Key Opinion Consumers (KOCs) to spread their message? • How do brands build authentic communities out of KOL campaigns? • How can brands make their product experience more shareable? • How do users’ intentionality dictate which Chinese social and e-commerce platform brands should use? • 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?