Why hire an influencer, when you can invent one?
In China, most brands just pay popular “KOLs” to create content. When HP—w/ its brand core of invent—re-launched in the country, they defied convention and didn’t hire a KOL. Instead, HP invented a KOL.
With the sitcom : “Life of a KOL Paid Millions by HP to Create Content Every Week and Spread to His Followers to Sell HP Products”
In self-aware (and often ruthless :) ) lampoon of KOL culture, each of 10 episodes shows Kerry—an IT manager accidentally hired as a KOL—and his misadventures in creating stereotypical KOL content.