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Montblanc: Engaging UK-Based Chinese Youth with Luxury KOLs

Discover how Montblanc partnered with InfluenConnect to achieve a 70% reduction in influencer search time and 100K+ engagement by targeting affluent Chinese youth in the UK through AI-driven KOL marketing.

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Client Overview


Montblanc, a heritage luxury brand established in 1924, sought to revitalise its appeal among younger, affluent Chinese consumers in the UK. Known for its high-end pens and watches, the brand aimed to drive social media engagement and increase foot traffic to its London stores by aligning with culturally relevant Key Opinion Leaders (KOLs).


The Challenge


Montblanc faced three key challenges:


  1. Generational Shift: Transitioning from a mature customer base to younger demographics without diluting its luxury image.


  2. Cultural Relevance: Identifying UK-based Chinese influencers who could bridge Western luxury aesthetics with Eastern cultural values.


  3. Platform Fragmentation: Assessing influencer performance across 12 global social media platforms to ensure holistic alignment.


Strategy & Execution


InfluenConnect deployed a multi-platform strategy to connect Montblanc with Gen Z audiences.


  • AI-Driven Influencer Discovery - Using filters like follower demographics (18–35 years), interests (luxury, fashion), and ethnicity (Chinese), the platform identified influencers with strong engagement among UK-based Chinese youth. AI analyzed historical content to prioritize creators who showcased luxury lifestyles authentically.


  • Cross-Platform Integration - As the only SaaS tool integrating 12 major Eastern and Western platforms, InfluenConnect enabled Montblanc to evaluate KOLs holistically. Three Europe-based Chinese influencers were selected for their ability to resonate across Instagram, Xiaohongshu, and Weibo.


  • Seamless Collaboration - Montblanc used the platform’s one-click invitation feature to onboard influencers. Content focused on unboxing videos, store tours, and styling sessions, blending Montblanc’s craftsmanship with modern trends.


Results


The campaign successfully repositioned Montblanc as a aspirational brand for younger audiences:


  • 70% Reduction in Search Time: AI tools accelerated KOL discovery, enabling swift campaign deployment.


  • 100K+ Engagement: Content drove a 40% increase in social media followers and a 25% rise in store visits from Chinese millennials.


  • Cross-Platform Impact: Posts trended on Xiaohongshu and Instagram, with 75% of comments praising the brand’s modern relevance.

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