Case Study

Influencer Marketing in Russia for a Chinese Fashion Marketplace Poizon

Goal

Grow awareness of the Poizon (Dewu) app among Russian fashion, sneaker, and lifestyle audiences through recurring monthly influencer placements.

Digital Marketing

Influencer Marketing

01 Background 02 Goal 03 Solution 04 Results

Background

Poizon (Dewu) is a Chinese fashion e-commerce platform that sells authenticated original products, including sneakers, apparel, accessories, and affordable luxury items. The company promises shoppers access to genuine branded goods as well as its own authentication service.

Russia was chosen as a growth market because local shoppers already buy actively through marketplaces and mobile apps, while the brand competes for the same audience as established players such as Lamoda and Sportmaster. RMAA Agency was briefed to build the influencer campaign for this market and became the long-term partner for creator selection, production coordination, and placement management. https://russia-promo.com/digital-marketing/influencer

Goal

The client’s business goal in Russia was building recognition of the service itself and its mobile app, so that shoppers would associate the brand with access to original branded goods and with a working authentication guarantee. To support both, the client did not want a single campaign but a repeatable monthly cycle in which a fresh list of authors is proposed, approved, contracted, and published every month, with bookings starting at least two weeks before the publication window. Each flight had to deliver at least the minimum volume of views promised in the media plan, every author had to fit a cost-per-view threshold set separately for each platform, and the content had to move viewers toward the app through personal promo codes rather than simply show the product.

Meeting those targets in Russia was the hard part. Advertising on Instagram is restricted here, reach on short video formats fluctuates because paid promotion is unavailable, and local influencers work on full prepayment. Success therefore depended not only on choosing the right authors, but on keeping a cross-border process moving fast enough for content to go live inside the agreed month.

Solution

Audience and platform mix

The brief defined the target group as shoppers aged 18 to 44 with middle and high income, with the paying core above 25 and roughly 60% of them men. RMAA Agency built the media mix around what works in Russia rather than around a standard international template. YouTube carried reach and explanation, because long-form video gives an author enough time to show how ordering and authentication work, while Telegram carried conversion, since promo codes perform better with a loyal subscriber base. TikTok, VKontakte, and Instagram served as secondary distribution, with Reels content duplicated in Telegram.

From monthly selection to published post

Every month we prepared a new selection and shared it with the client roughly two weeks before the planned publication dates. The requirements came from the brand. Each candidate had to show a documented core audience aged 25 to 44, real purchase questions in the comments, and a feed free of dominating advertising, all while staying inside the cost thresholds. Finding people who met every condition at once was the actual work, and the agency returned with alternatives whenever a candidate was rejected, so that no flight lost its window.

Production then followed a fixed order. The author wrote a script and sent it for approval before filming, delivered a draft video for a second review, and only after that published the post. Every integration carried advertising marking under Russian law, a mandatory requirement that foreign advertisers rarely manage on their own.

Campaign execution

The March flight went to four authors whose audiences already came for fashion and marketplace hauls, which meant the product needed no introduction. Alechka (28K) brought a YouTube Shorts video to subscribers who follow her study vlogs and seasonal hauls, while wnicca (88K) built a longer integration for a channel that runs on honest reviews of marketplace finds. milasya (13.3K) covered Telegram with a post for the readers of her outfit blog, and Anzhela Molodets (18.6K) closed the flight with a VK Clip for her personal style page.

In May, the roster kept its size but widened to four platforms. arlovedbyyou (178K) recorded a YouTube integration for an audience that follows her vlogs on everyday life, beauty, and shopping. kate_vladimirovaa (96.1K) published a Reel on Instagram and duplicated it in Telegram; the stylist Ksenia Prokhorova (69.5K) made a VK Clip, and kos.sko (512.4K) took the brand to TikTok, where her audience comes for product testing. National holidays in early May threatened the publication window, so the team renegotiated dates with the authors, and all four posts still went live within the agreed month.

July brought the largest flight so far, eight authors across three platforms, and it was here that the program found its strongest format. igor_razhabov (152K) opened the month on 10 July with a men's style Reel mirrored in Telegram, which alone drew 232,252 views. KORSH (406.9K) followed on TikTok with football lifestyle content, and elizaveta barabanshchikova (37.1K) took the VK side with a clip built around family life. The rest of the flight went to twixi_twiins (7.8M) and LEYLANI (1.5M) on TikTok, and to kistachka (55.3K), karinachijikova (64.6K), and itsmesaglara (29K), each pairing a Reel with a post in their own channel.

Alongside placements, RMAA Agency supplied the market context the client lacked. The team explained how metrics behave on local platforms, prepared an overview of manga and anime preferences among Russian users when the client considered a content section inside the app, and reviewed how other Chinese brands promote themselves on social media here. That advisory layer is one reason the partnership grew from a single test into a standing monthly commitment, which continues today while the agency prepares the next campaign proposal for the brand.