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Client Overview
Aspinal of London, a prestigious British luxury brand renowned for its handcrafted leather goods, sought to expand its footprint in China’s competitive luxury market. With a focus on driving sales for its handbag collection, the brand prioritized increasing brand mentions and engagement on Little Red Book (RedNote), China’s leading lifestyle and e-commerce platform. However, Aspinal faced significant hurdles in navigating China’s unique social media ecosystem and identifying influencers who could authentically resonate with affluent, fashion-conscious audiences.
The Challenge
Aspinal’s campaign faced three critical barriers:
Cultural Nuances: The brand lacked familiarity with Chinese consumer preferences and content trends on Little Red Book, risking misalignment with local audiences.
Influencer Authenticity: Identifying luxury-focused creators with genuine engagement, rather than inflated follower counts, was essential to maintain Aspinal’s premium brand image.
Time Constraints: Manual influencer vetting and negotiation processes threatened to delay campaign launch timelines, potentially missing key shopping seasons.
Strategy & Execution
InfluenConnect deployed a precision-targeted strategy to position Aspinal as a must-have luxury brand in China.
AI-Driven Influencer Matching - Using the platform’s AI search tool, Aspinal filtered influencers by fashion, luxury, and lifestyle tags. Advanced algorithms analyzed audience demographics (e.g., income brackets, geographic location) and engagement metrics to prioritize creators whose followers matched Aspinal’s target demographic: affluent women aged 25–45. The AI also evaluated content quality, ensuring influencers’ aesthetics aligned with the brand’s timeless elegance.
Transparent Pricing & Budget Optimisation - InfluenConnect’s pre-verified rate cards provided clear pricing insights, enabling Aspinal to allocate budgets efficiently. By eliminating prolonged negotiations with intermediaries, the brand redirected resources toward content quality control and campaign creative direction.
Seamless Collaboration Invites - After shortlisting 15 high-potential influencers, Aspinal used the platform’s one-click invitation feature to send partnership requests. Influencers received tailored briefs highlighting the brand’s heritage and product USPs, ensuring cohesive storytelling across unboxing videos, styling guides, and behind-the-scenes content.
Results
The campaign solidified Aspinal’s luxury appeal in China, delivering measurable business impact:
30K+ Views: Collaborations with premium influencers drove a 25% increase in website traffic from Chinese users.
60% Faster Influencer Discovery: AI tools reduced search time from weeks to days, accelerating campaign deployment.
Enhanced Brand Authority: Aspinal gained recognition as a “hidden gem” among Little Red Book users, with 80% of influencer comments praising the brand’s craftsmanship and exclusivity.