“Reimagining KOCs”
A Visual Co-Creation Campaign for a Lifestyle Brand
From Paid Placements to Co-Created Brand Assets
BLANC CASA
The "BLANC Moment" campaign for a premium home fragrance and candle brand elevated KOC content through visual co-creation, using design to empower creators as the brand’s "design partners."
Three Essentials of Photography
Lighting · Background · Composition
Practical Standard Operating Procedures
Visual Co-Creation Guide
Simplified Design Principles
Easy to Share and Apply
Quality Review Process
Pre-Publication Review
Consistent Brand Expression
Content Quality Comparison
Guided Creation vs. Freeform Creation
The Limits of Mass Product Seeding
Traditional KOC campaigns face three challenges: inconsistent content quality, declining trust, and fragmented brand perception.
Poor Content Quality
Traditional KOC campaigns cast a wide net, producing uneven content and unrefined visuals that fail to convey BLANC CASA’s premium positioning.
Declining Trust
Platform users have become indifferent—and sometimes resistant—to mass-produced, formulaic promotional content, significantly reducing the credibility and conversion performance of KOC posts.
An Inconsistent Visual Identity
Without shared visual guidelines, KOC campaign content fails to build a coherent brand aesthetic or lasting brand assets.
Authenticity × Aesthetic Quality
Research into why users trust KOC content revealed two foundations of trust: creative expertise and co-creation.
Redefining the KOC’s Role
From Paid Posts to Shaping the Brand
Users trust KOCs because they see them as experts in the art of living. Refined visuals naturally strengthen brand credibility.
KOCs want a voice in shaping the brand. Involving them in how products are presented inspires greater creative commitment.
A Visual Co-Creation Guide translates high design standards into simple, practical guidance that KOCs can apply.
The Opportunity
Treat KOCs as"design partners", shifting from paid placements to supported co-creation. Design guidelines raise content quality, while a collaborative process inspires creative commitment.
Empowered by Visual Guidelines
From paid placements to supported co-creation—a design-led transformation of KOC content quality.
Visual Co-Creation Guide
Turn Abstract Brand Attributes into Practical Creative Guidelines
- Restraint, Negative Space, Natural Light
- Three Simple Essentials of Photography
- Easy to Learn and Apply
A Community of High-Caliber KOCs
Rigorous Selection and Structured Training
- Creators with a Strong Visual Sensibility
- Assessment of Genuine Influence
- Visual Masterclass Training
Rewarding Quality Content
A New Approach to Creator Incentives
- Base Fee + Quality Bonus
- Rewards for High Save Rates
- Bonuses for Professional-Quality Content
The Qingmei Future Advantage: Making Design Principles Clear and Shareable
Simplifying the Three Essentials of Photography
Distill minimalist photography into three practical rules: lighting (90-degree side lighting), background (pure white or natural wood), and composition (the product occupies 30% of the frame).
Ready-to-Use Template Toolkit
Equip KOCs with ready-to-use layout templates, including visual storytelling layouts for Xiaohongshu and Instagram, plus recommended filter settings.
Visual Review Process
Review visual quality before publication to ensure every piece of content reflects BLANC CASA’s brand character.
Continuous Refinement
Continually refine the aesthetic guidelines through data feedback—for example, evolving “white backgrounds” into a “minimalist light and shadow” standard.
Three Stages of Empowerment and Co-Creation
A structured process from training to campaign launch
Creator Training
BLANC CASA Aesthetics Masterclass
Online aesthetics masterclasses gave KOCs free access to visual guidelines and photography training, building a strong creator pool with a 92% training participation rate.
Comparative Testing
A/B Testing and Data Validation
We tested KOC content created with the guidelines against content produced without them. Content following the guidelines achieved an average save rate 40% higher.
Continuous Optimization
Data-Led Refinement
We refined the aesthetic guidelines based on performance data. The result: “minimalist light and shadow” became a content trend on Xiaohongshu.
Content Without Guidelines
❌ Inconsistent visual quality
❌ No cohesive brand aesthetic
❌ Perceived as advertising
Content Following the Guidelines
✅ Professional visual quality
✅ A cohesive brand aesthetic
✅ Perceived as authentic sharing
Measurable Brand Assets
Content Meeting Professional Standards
Positive Keyword Mentions
Increase in purchase conversion rate
Total Impressions and Engagements
Minimalist Light and Shadow
KOCs began incorporating elements of the aesthetic guidelines into their everyday posts
BLANC CASA’s “minimalist light and shadow” aesthetic became a content trend on Xiaohongshu
From Paid Campaigns to a Cultural Signature
Cost per Content Commission
Significantly Improved Cost Efficiency
KOC Training Participation
Stronger Creator Enthusiasm
Increase in Content Save Rate
Significantly Stronger Audience Approval
