If you want to make a successful brand campaign, again, not celebrities, but the content creators on the social media platforms.
China’s most innovative public relations team is not chasing the top popular trend. They will try to create a new trend and expand it with the creators. It could be the book descriptor from Douyin or the computer expert creator on Bilibili. All of those people can make one thing happen, which is a mutual connection with the public. Those creators are not famous or high-level like other movie stars; they just share their daily life interests with the public.
This generation of PR is more based on socializing with the public rather than budget competition; it is more about who is more trustworthy.
So, for the people who read this far, whether you are the leader of the student organization or a teacher in the school, try to use similar strategies to the place where you work. If you want the public to stand with you, you have to listen to the users and find the real conversations. Then, your organization will definitely become the “top trend” in the area.
Tim’s Blog 