9CC Key Opinion Consumers (KOCs) and Micro-Merchant Marketing Campaign

Key Opinion Consumers (KOCs) Case Study: 9CC sales campaign

The marketing is shifting from Key Opinion Leaders (KOLs) to Key Opinion Consumers (KOCs).
Most KOCs do not have large fan base as KOLs, but KOCs tend to interact more with their peers. The communities are forming around these key consumers and they are become increasingly important to brands as consumers become more digitally-dependent on information and purchase recommendations found on social media communities such as Whatsapp Group and WeChat Group.

This creates an opportunity for 9CC to tap into the social media community leaders for social commerce.

We have engaged a group of KOCs in Singapore and this allows us to have multiple touch points at different location Island-wide to reach out to our audience, in turn maximising the exposure of the sales campaign.

These KOCs or micro-merchants are selected based on suitability and relevance within their communities in relation to the brand. We also screened through the products they are selling on social media.

Goals

Goals

• Primary Objective – Build Brand Awareness and Drive sales via Micro-KOCs among target audience

Approach

• Engaged 8 KOCs

Offer

• Special Discount

Results

• Exposure to over 100 potential buyers per KOC
• Over $10,000 worth of sales being generated through Community Commerce