Business Context & Objective:
Chanel is launching a new range of products and is seeking to know from its KOL network if the proposition offered by this new range will work and what tweaks are needed in the comms strategy to ensure the product sells well and the KOLs are motivated to promote and sell via their channels.
Methodology
- In-depth Interviews of Chanel KOLs in Shanghai and Hangzhou
- Sessions were video-recorded and transcribed for analysis.
Output and Impact
- Report gave clear direction for messaging to ensure KOL acceptance.
- Report delivered in Chinese and English.