My Digital Insight

In the world of marketing, there are two main types of "people": brands and consumers (users). Just like definition of marketing, which is the brand to pass the right information to the right consumers through the right channels. What is KOL? As social media becomes one of the most popular channels to promote brands and reach the target audience, the third type of "people" stands out. They are KOL (Key Opinion Leader).  KOL, Key Opinion Leader,  are experts in a certain field, and they have their own fans, so  many brands love to cooperate with KOL to promote new products and reach more target audience.  For example, one of my favorite makeup  KOL on social media is Deepica Mutyala. She has 226k followers. Her makeup tutorials are very popular and fun to watch.  Therefore,  many cosmetics brands cooperate with her to promote the new makeup products. For example, Deepica always teach how to use lipstick to make beautiful and shin...

When I came to Seattle, I always felt exited to buy a cup of Starbucks coffee. I am still a big fan for Starbucks now, but for some reason, I don't feel excited anymore. What happened? Here is a common problem that a global brand has to face: when the market size get large enough, the continued growth will get slow.  Offering new drinks is a good way to get some customer's attention and increase sales. However, most customers have their own drink habits. They usually order the same drink. And there are so many substitutes such as bubble tea.  For Starbucks, how to make customers get exited about the brand again? How to expand more market? One idea comes to my mind is run a cross promotion campaign with Kate Spade in Valentine's Day.  Why? I love to read Chinese brand  campaign and advertising news every day. A couple months ago,   Lay's worked with UGG   to offer limited summer pink gift box and a new collection of spring chips in th...

I buy whole milk every week for my family, but I never drink milk because I don't like its smell and taste. Recently, I see a marketing post talked about Oatly milk which is very popular oat milk in these years.  Unfortunately, it is too popular to buy one. It is out of stock in Target and Starbucks near me.  Why is it sell so fast?  What's the secret(s)? About Oatly  Oatly is a Swedish oatmilk brand. Oatly is founded in 1994, Oatly was the first manufacturer to produce and sell oat milk. It turns fiber-rich oats into nutritional liquid food that is perfectly designed for humans. From Oatly Marketing Strategy: BARISTA+ One Product When Oatly was expanding to international markets, they focused to launch only one product: Barista Edition.  The Barista Edition of Oatly suddenly wins many young customers' hearts. As more and more people care about nutrition and vegetarian food, it definitely offered a new and great choice for many customers....