Hold onto your hats, marketing aficionados! This week, New York Art Life Magazine features an electrifying interview with the dynamic Zilun Lin, a Chinese marketing strategist extraordinaire who resides in the bustling city of Los Angeles. This powerhouse expert in brand and marketing has carved out a niche for herself, working with high-worth clients, including top-A artists, movie stars, influencers, chefs, and producers—known for her multi-faceted international approach.
Let’s dive into some jaw-dropping accomplishments that have catapulted Zilun into the marketing stratosphere. Imagine growing a top A-list artist’s Douyin (the TikTok of China) channel by a staggering 4 million followers within two days! Yes, you read that right—TWO DAYS. This feat demonstrates her unparalleled market research and analysis expertise, target audience identification, strategic planning, and brand development. But wait, there’s more! Zilun spearheaded a collaboration campaign with global pop sensation Jessie J for Hunan TV’s biggest reality show nationwide in China. This campaign was nothing short of a blockbuster, hitting over 100 million viewers and solidifying her status as a marketing expert.
Her portfolio reads like a who’s who of the entertainment industry. From orchestrating viral campaigns for influencers to developing compelling brand stories for movie stars and even collaborating with celebrity chefs and top-tier producers, Zilun Lin’s versatility knows no bounds. Her clients don’t just get a marketing strategist; they get a visionary who understands the intricacies of crossing cultural boundaries and appealing to diverse audiences. This multi-faceted international approach is precisely why she is in such high demand.
What sets Zilun apart is her meticulous approach to market research and analysis. She delves deep into understanding consumer behavior and leverages data to craft campaigns that resonate profoundly. Whether it’s identifying the perfect target audience or executing strategic planning that leaves competitors in the dust, her methodologies are both art and science. Her expertise in brand development ensures that every client’s unique story shines through, creating authentic connections with their audience. So keep your eyes peeled and your notepads ready—this is one interview you won’t want to miss!
New York Art Life Magazine: Zilun, with your extensive experience in the U.S.-China entertainment field, you have become a valuable resource for Western businesses and individuals planning to expand into China. Your understanding of the latest trends and developments in the industry provides invaluable insights on what to expect in 2024. One of your key recommendations is building a solid digital presence in China. This involves connecting with local TV and reality shows and curating effective social media strategies for artists, movie stars, and influencers.
Zilun Lin: My expertise lies in exploring and implementing creative and sustainable approaches to help my clients succeed in the Chinese market. Having a presence on social media is not enough; it is essential to have a well-thought-out strategy that resonates with the local audience. In an increasingly digital world, establishing a solid online presence is crucial for any business or individual looking to expand their reach. Building a digital presence through connections with local TV and reality shows and strategic social media curation is an innovative approach for Western businesses and individuals planning to enter the Chinese market.
New York Art Life Magazine: Among the successes achieved, one notable accomplishment is the launch of a highly successful social media campaign for the reality show “Queer Eye’s”. This campaign garnered over 230 million impressions, showcasing the effectiveness of your strategic approach. By leveraging various social media platforms and engaging content, you created significant buzz and generated widespread interest in the show. Another achievement worth mentioning is our organization of media campaigns for the 10th Rosarito Film Festival in Mexico. Working closely with local newspapers and influencers, we orchestrated a series of impactful campaigns that generated extensive coverage and interviews. This not only increased awareness about the festival but also highlighted the unique offerings it had to offer. Your ability to effectively collaborate with media outlets and influencers showcases your proficiency in creating compelling narratives that resonate with target audiences.
In an episode of “Your Face Sounds Familiar” on Hunan TV, you brought back British artist Jessie J. to one of the biggest TV channels and broadcasting platforms in China. This came after her victorious stint on “Singer 2018.” The episode that sparked this collaboration featured Jia Ling, one of China’s most popular directors, artists, and comedians, imitating Jessie J.’s performance.
Zilun Lin: This episode of “Your Face Sounds Familiar” captured the audience’s attention and allowed Jessie J to further engage with her fans in China. As a member of the team, I was able to recognize the immense potential for a collaborative campaign. With this in mind, I suggested that Jessie J could create a reaction video as part of our promotional efforts. I was thrilled that Jessie agreed to participate, and her reaction video garnered significant attention. It was noticed and reposted by the TV show’s social media accounts, which further amplified its reach. The show’s representatives even expressed their desire to have Jessie on their program. Realizing the incredible opportunity that lay before us, I took the initiative to contact the producer and secure the collaboration.
Through effective communication and negotiation, I brought Jessie J back to Hunan TV, allowing her to reconnect with her Chinese fans for the first time since 2018. This achievement wouldn’t have been possible without our fantastic team’s hard work and dedication. Together, we were able to leverage Jessie J’s star power and create a memorable experience for both her and her fans in China.
New York Art Life Magazine: An incredible list of marketing successes can serve as a testament to your ability to craft engaging and compelling content that resonates with diverse audiences. Take, for instance, the remarkable achievement of growing a top A-list artist’s Douyin (TikTok of China) channel by over 4 million followers within just two days of its launch.
Zilun Lin: This feat garnered immediate attention and sustained momentum by remaining the #1 trending topic for two consecutive days. Such a rapid and expansive growth trajectory underscores a deep understanding of platform dynamics and audience engagement strategies.
New York Art Life Magazine: As a marketing strategist, the accurate measure of your talent lies in the successes you have achieved for your clients. Through your strategic planning and execution, you have delivered outstanding results for some of the top A-list artists in the industry. One of your notable accomplishments was managing the launch and ongoing management of a Chinese social media channel for a prominent artist.
Zilun Lin: By leveraging my expertise in the Chinese market, I effectively promoted the artist’s brand and engaged with the target audience, increasing visibility and fan engagement.
In addition to social media management, I have played a key role in designing and executing successful film campaigns for A-list artists in China. Creating compelling and impactful campaigns requires a profound understanding of the target audience and market trends. Through thorough research and analysis, I developed strategies that resonated with the Chinese audience, leading to successful film releases and increased box office performance.
For example, when I consulted with Will Smith’s movie release “Bad Boys for Life” when China reopened the cinema during the pandemic in the summer of 2020, a video on the safety measures for watching in the cinema with Will Smith’s witty style was shared along with the movie promotion across the social platforms. Yielded RMB 35M+ in China’s box office.
The success of my marketing strategies can be seen in the significant growth of my clients’ followers. Through targeted campaigns and engaging content, I have been able to help artists accumulate millions of followers on various social media platforms. This increased visibility has boosted their online presence and generated numerous trending topics, further solidifying their status as influential figures in the industry.
New York Art Life Magazine: What suggestions do you give your clients?
Zilun Lin: When assisting my clients, particularly artists and content creators venturing into unfamiliar markets, I always suggest gaining a deep understanding of the culture and audience they are targeting. It is crucial for them to research and learn about the customs, traditions, and values of the new market in order to tailor their artistic creations accordingly. This knowledge will enable them to establish a meaningful connection with the audience and resonate with their emotions and experiences through their art. By tapping into the cultural nuances and preferences of the target market, artists can create content that is relatable and impactful, ultimately enhancing their chances of success in the new market.
Additionally, I encourage my clients to conduct thorough market research to identify any existing gaps or opportunities that they can capitalize on. This involves studying the competition, analyzing trends, and understanding the demands and interests of the target audience. By conducting market research, artists can gain insights into what is already being offered in the market and identify unique ways to differentiate themselves and stand out from the crowd. This could involve exploring untapped niches within the target market or finding innovative approaches to existing themes or genres. By tailoring their artistic creations to fill these gaps or offer something new and refreshing, artists can position themselves as unique and attractive options for the audience.
New York Art Life Magazine: One exciting suggestion that forms the cornerstone of your marketing strategy philosophy is the importance of understanding trends while consciously choosing not to follow them blindly.
Zilun Lin: In the ever-evolving landscape of branding and marketing, staying informed about current trends is essential. However, the key lies in discerning which trends align with a brand’s unique identity and long-term goals. By focusing on authenticity and differentiation, brands can create a more lasting impact than merely riding the wave of fleeting trends. This approach has proven effective in my branding and marketing consulting practice, where I prioritize crafting bespoke strategies tailored to each client’s distinct needs and values.
A practical example of this philosophy in action is evident from my work on RED (Little Red Book), one of China’s most popular social media platforms. One of my favorite comments on a social media post I created for a client read, “I love the titles created by this artist/the social media manager; I can’t help but click on the post every time I see it in my feed.” This feedback underscores the importance of creating compelling content that resonates with the audience, irrespective of prevailing trends. By focusing on engaging and meaningful content rather than following trends for the sake of it, we were able to build a solid and loyal following. This strategy fosters a deeper connection with the audience, promoting sustained engagement and brand loyalty over time.
New York Art Life Magazine: You claim that “the Arts is a pure reflection of oneself, which makes it impossible to separate the arts from the artists.”
Zilun Lin: This intrinsic connection between creator and creation underscores the authenticity and individuality inherent in every artistic expression. In my professional practice, I prioritize helping clients create content that they truly resonate with rather than adhering to standard industry campaigns and posts. This approach ensures that their genuine selves are portrayed in a manner they are comfortable with, resulting in more authentic and relatable content. By focusing on the unique attributes and personal stories of each client, I aim to foster a deeper connection between them and their audience, thus enhancing both engagement and trust. This methodology not only respects the integrity of the artist but also elevates the quality and impact of the content produced.
New York Art Life Magazine: You once said:”: “Creativity alone is not sufficient for branding and marketing. In today’s age of instant gratification, sustainability is not only wanted but needed for creating long-lasting and impactful work.”
Zilun Lin: While creativity is vital for effective branding and marketing, sustainability is equally important in today’s age of instant gratification. Companies that prioritize sustainability in their branding and marketing efforts are more likely to create long-lasting and impactful work that resonates with consumers on a deeper level. By considering the long-term effects, aligning with sustainable principles, and building trust with their audience, brands can differentiate themselves in a crowded marketplace and drive sustainable growth.
New York Art Life Magazine: Three significant changes will critically impact and evolve social media over the next five years.
First, content and online community formation will become more vertical and targeted. People will enjoy smaller online social circles and share content with those who truly resonate with them. While numerical data indicates success, audiences increasingly seek authenticity, connection, and natural interaction. This transformation will require brands to establish and maintain an authentic identity through their content, fostering deeper connections with their audiences.
Second, medium-to-small-sized influencers and influencer PR and marketing campaigns will grow more robust than those involving million-following big influencers. Beyond the business consideration of marketing budgets, closer connections can be more easily formed with influencers who have thousands of followers and actively engage with their fans and audience. This closer distance will enhance user engagement and improve the effectiveness of targeted advertising campaigns when brands promote their products through medium-to-small-sized influencers.
Third, in terms of content, nothing will be considered “weird” but rather truly creative and genuine. As social media has evolved from the initial text stage to pictures and now videos and streaming, “the medium is the message,” as Marshall McLuhan argued. Creativity and quality are highlighted even more these days, adapting to the medium’s evolution.
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