VIPs contribute to USD417 million of CDIFS’s sales, but these luxury spenders are difficult to recruit and trust peers’ recommendation other than celebrities/ KOLs. Thus, CDIFS skewed its editorial strategy to feature selected VIPs as key opinion consumers, and present a holistic luxury but intellectual lifestyle to penetrate the high-end circle.
Results: Circulation grows by 116%, distribution venues nationwide increased to 200, pass-on readership reaches 60.2 million. VIPs member and their spending both grow by 180%, proves the success of aspiration building brings in profitable VIPs. The success of KOC featured stories attracts 130%+ ad-spend growth from top-tier luxury brands.