SubscribeBolaa’s Product Review Platform
When Feedsky starts to test its blog ads network and ReviewMe-like ad service, Bolaa, the blog aggregation site, has rolled out its product review platform for advertisers, and several clients have tried it.
Currently, Bolaa is holding a product review blog campaign for red wine by Wuliangye. Any Chinese blogger can apply to participate in the campaign, the approved bloggers will received a bottle of red wine for them to taste and write blog posts. Over a hundred bloggers have been approved to participate in it and published their posts.
It is obvious that advertisers are searching for appropriate way to trigger word of mouth marketing. Before Wuliangye, ChangHong, a China’s household electronic appliance manufacturer, and Kooxoo, a vertical search engine, have also used Bolaa’s platform to hold similar promotion campaigns.
However, there may be problems in this kinds of viral marketing initiatives. For example, in this red wine campaign, bloggers are not required to disclosed that they have received the wine to write post for it or any sponsor information. On the other hand, though they are not required to write positive reviews, the advertiser will select several bloggers among them to award them prizes. I think it is very possible that the prizes will affect how bloggers write their review posts.
Yes, such kind of marketing campaign is a good start for Chinese social media, but there are many issues to be deal with as well. And we wish Bolaa, Feedsky or other companies will find out more innovative way to make conversational marketing with social media.
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Bolaa is a Chinese blog network like weblogsinc.com