ASIA/INTERNATIONAL. The Shilla Internet Duty Free – Shilla’s online duty free shopping channel – has launched a key opinion leader (KOL)-led campaign targeting Millennial customers.
Five beauty KOLs from five countries have been invited to participate in the global ‘Beauty&U’ influencer campaign (pictured below).
Shilla said they were the “most trending KOLs’ in their respective nations – 邢晓瑶 (from China), Megbaby (Japan), Trinh Pham (Vietnam), Aisha Liyana (Malaysia), and Mintchyy (Thailand). Together they have more than 13 million followers.
The Shilla Internet Duty Free said it had asked the KOLs to accomplish certain ‘missions’ and to create their own social video contents promoting the online shopping channel to their followers worldwide. These videos are being uploaded to social channels such as Facebook, YouTube and Weibo, and examples can be viewed on this page.
“The Millennial generation is online and mobile native in terms of its shopping behaviour so the online channel’s importance cannot be neglected in the travel retail business,” said The Shilla Internet Duty Free.
“The Shilla Internet Duty Free has been pioneering on the path of online evolution in travel retail. As one of the leading players in our industry, we will continue venturing in many ways to set a series of milestones for the future of the travel retail industry.”
