Page 60 - 155 Varsity ebook

58 / Lifestyle

2019 and signed a one-year contract.
According to the contract terms, Kao
was not allowed to create any ad-
vertising posts for other cosmetics
companies. The program recruited
university and secondary school stu-
dents as promoters for both online
and offline promotions.
“Being accepted by Maybelline
is my greatest reward in this career.
I feel like my ability in marketing
is recognised,” Kao says, “I had an
interview before I was successfully
selected as Maybelline’s online in-
fluencer. The interviewers required
me to design a campaign to pro-
mote their brand and pitch an idea
to them. I was so glad that my idea
brought me to the company.” Kao prepares for her Instagram post at Maybelline’s studio. (Photo courtesy of Ruby
Kao Hoi-tung)
“I used to prepare shooting equip-
ment and make-ups myself when I Tube channel. “I want to start my representative nor convincing. Cus-
was not a contract staff of Maybel- own channel this summer for my- tomers may be misled,” she says.
line. I had to take selfies and edit self instead of for other brands.” She also faced the problem of low
them by myself when I did one-time “I spend time understanding and unstable income like Kao. “It is
online marketing campaigns for oth- products before I promote them in impossible to have a full-time and
er brands. The whole process took public,” Kao says, “I want to live up long term career in online market-
several hours,” she says. Maybelline, to the expectations of my followers.” ing as an influencer as the income
in contrast, provided studios and Marsha Yu Man-shan, a Year 3 fluctuates,” she adds.
photographers for Kao. The arrange- student of Hong Kong Baptist Uni- But the main reason why Yu gave
ments made Kao’s job much easier. versity, also stopped working as an up her online marketing job is the
Despite receiving full assistance online influencer after joining the anti-Extradition Law Amendment
from the brand, there were times industry for a year. Bill (anti-ELAB) movement in Hong
when she thought about quitting “I started my freelance work as Kong. In her view, it is inappropriate
the industry. “I worried about how an Instagram influencer when I was to post advertisements during the
others thought of me. I questioned in Year 1. I was 18 at that time,” she social movement because they dis-
myself, ‘Do my followers like my adds, “I joined this industry only for tract others from knowing the most
photos? Do they think I am hard- money.”
selling? Will they unfollow me?’ I She describes
felt stressed,” she says. These worries the industry as “
faded away when her friends once disordered and I may still consider
actively assisted her in selecting messy, as any-
photos for an advertisement cam- one can join re-joining the indus-
paign of Maybelline. “Their encour- the trade. “Eve- try when the anti-
aging words motivate me a lot,” she ryone can be an
says. Marsha Yu influencer. Many ELAB issue is not a
But Kao has no plan to renew her Man-shan of them spread topic of intense de-
contract with Maybelline. “Some product informa-
people around me dislike Maybel- tion just for money rather than rec- bate in Hong Kong
line due to political reasons,” Kao ommending high-quality brands to
says. She will also stop promoting others. Advertising posts are neither
other brands and start her own You- ”