WeChat app. Shutterstock.
The Paris-based brand performance and data analytics company is aiming to boost its coverage of the key Chinese market with the acquisition announced Tuesday. The target, Shanghai-based Parklu, purports to survey more than 100,000 Key Opinion Leaders (KOLs) across Chinese social media platforms in order to help fashion and beauty brands plan and monitor their campaigns.
Since Launchmetrics was formed from the 2015 merger of French start-up Augure with New York-based Fashion GPS, the luxury industry has broadly adopted its tools for coordinating and measuring the visibility garnered by marketing initiatives like runway shows and product launches. In 2018, the company secured $50 million of investments in a funding round led by French state investment bank BPI.