A 3-Stage KOC Booking Strategy: Warm Up – Bring to the Boil – Explode During Mega Sale Season
Author: Strategy Director, Height Media | Topic: Conversion optimisation
Many brands make the mistake of concentrating their entire booking budget on the sale day itself (D-Day), believing this will create a major surge.
In reality, customers are like a kettle of water. You cannot turn on the heat and expect it to boil in 1 second. Heating takes time.
If you book a wave of KOCs on 11.11 with nobody talking about you beforehand, customers will feel a sudden shock and wonder: "Why is this brand suddenly advertising so much? Is it clearing unsold stock?".
To win, Height Entertainment applies the "Traffic Flow" model in 3 stages. We turn strangers into familiar audiences, then those familiar audiences into buyers through a systematic process.
Stage 1: Warm Up (Warm-up Phase)
Timing: 3 weeks before Mega Sale.
Objective: Awareness and Education.
At this stage, customers have no intention of buying. They are just browsing for entertainment. The KOC's job is to introduce the brand name naturally into their minds.
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Types of KOCs used: Micro-Influencer (A large group: 20–30 people) + Expert KOLs.
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Content types:
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Detailed feature reviews (Deep Review).
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Compare product A with product B.
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Share knowledge (For example: The right winter skincare routine — incorporating the product into it).
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Purpose: When customers become interested and search on Google/TikTok, they see a series of review videos. This is compelling evidence that builds their trust.
Stage 2: Bring to the Boil (Boiling Phase)
Timing: 1 week before Mega Sale.
Objective: Excitement and Add-to-cart.
At this point, the water has begun to heat up. Customers know the product is good but are still hesitating over the price.
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Types of KOCs used: Entertainment TikTokers and trend-reviewing KOCs.
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Content types:
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Unboxing to show off oversized bonus gifts.
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Short tip-sharing videos: "How to find Brand X's 1k VND deals", "Inside scoop: Brand X is about to offer 50% off".
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Key Message: FOMO (Fear of Missing Out). "Available only on 11.11", "Limited quantities".
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Customer actions: Afraid of products selling out, customers quickly add items to their carts and wait for launch time.
Stage 3: Explode (Explosion Phase)
Timing: 24 hours on D-Day (9.9, 11.11, 12.12).
Objective: Conversion and Sales (Conversion & GMV).
This is the moment to open the floodgates. Customers have their wallets ready and need only a final push.
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Types of KOCs used: KOC Livestream (Streamer) and Sales-oriented KOCs.
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Activities:
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Livestream Marathon: KOCs livestream continuously on their channels or the brand's channel, releasing exclusive vouchers.
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Video Call-To-Action: "The discount code is live—place your order before it runs out!".
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Purpose: Turn all customers who added items to their carts in Stage 2 into actual orders.
Proposed Budget Allocation and KOC Plan
To operate this model, do not distribute the budget evenly. Consider Height's formula:
| Stage | Budget Share | Primary KOC Type | Main task |
| Warm Up | 30% | Micro KOC, Expert | Build Trust |
| Bring to the Boil | 20% | Viral KOC | Create Desire |
| Explode | 50% | Livestreamers and sales KOCs | Converting interest into sales (Action) |
Why do you need a conductor (an agency)?
If you do it yourself, the greatest risk is Lack of Synchronisation.
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Warm-up KOCs post late -> Their posts overlap with the Boiling stage.
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Explosion-stage KOCs publish too early, before discount codes are available.
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Result: a fragmented campaign that fails to create a combined effect.
Height Entertainment acts as the conductor coordinating the KOC orchestra. We ensure the micro-influencer posts at 8 a.m., the KOL at 12 noon and the streamer goes live at exactly 8 p.m. Everything works in rhythm to bring customer excitement to its peak.
Conclusion
Mega Sale is not a gamble. It is a strategic chess game. Do not leave preparations until the last minute. Start lighting the fire with Height Entertainment today so your revenue pot is boiling by year-end.
