Did Insta360 distributor’s response to HK KOL's controversial video go far enough?

Camera brand Insta360 has cut ties with a controversial KOL whose travel vlog went viral after she shared how Insta360’s cameras helped her during an incident of sexual assault on a trip to Europe. 

In the vlog, the KOL, named "luv.mylifee" on Instagram, alleged that a Singaporean man entered her room without permission, touched her back and buttocks, and eventually fell asleep next to her. She stated that she had used an Insta360 action camera to record the entire incident and reported it to the hotel. At the end of the video, she encouraged viewers to purchase the same camera model.

The video sparked widespread backlash and intense public discussion across social platforms. According to media intelligence firm CARMA, the incident garnered nearly 400 mentions over the past week, with 1% positive and 22.1% negative sentiments. Associated keywords include “apology”, “promotion”, “insta”, “sexual harassment”, “KOL”, amongst others.

Multiple users on social media platforms and forums such as LIHKG expressed anger and criticism towards the KOL for exploiting a serious issue for advertising purposes, according to CARMA.

Some highlighted concerns about ethical behaviour within the KOL community, while others shared scepticism surrounding the definition of "KOL" and the criteria for achieving influencer status, with many questioning whether follower counts truly reflect influence.

The KOL has since then taken down the video and apologised for her behaviour. Meanwhile, Insta360's local distributor Vast World also cut ties with the KOL, stating that the KOL's move is not associated with the brand, and the video had not been verified and reviewed by Vast World. Vast World said it had not participated in the video idea creation process. 

Insta360 has declined to comment further when MARKETING-INTERACTIVE reached out. 

Turning the crisis around

On the PR front, David Ko, managing director, RFI Asia, told MARKETING-INTERACTIVE that Vast World’s response was a solid first step as it clarified its non-involvement and distanced the brand from the controversy. “However, the statement feels like it’s playing defense rather than addressing public concerns head-on.”

He added that brands should never blindly distance themselves from controversies without considering the opportunity to lead. “While cutting ties might feel like the safest option, it can also come across as cold or dismissive. In this situation, Vast World could have used the moment to make a public stand against trivialising sexual assault.”

From a reputation management standpoint, it's critical that brands take swift, decisive action whenever such associations arise, said Brian Yeung, co-founder of Brandstorm Communications. “Immediately issuing a clear public statement to clarify the brand has no affiliation with the influencer, and reinforcing the organisation's core values, helps minimise negative perceptions.”

“However, such an initial response alone may not fully repair reputational damage. To truly mend perceptions, the company needs continued transparency and tangible follow-up actions, such as strengthening social media monitoring and communicating the brand’s stance on ethical content creation with influencers regularly,” he added.

On the other hand, when incidents such as these occur and real people are involved, it’s not solely about protecting a brand’s reputation, said Kate Kwan, managing director, Greater China, TEAM LEWIS, adding that it’s about showing humanity and acting with responsibility.

"It would have been reasonable, and even expected for the brand to express some concern for the KOL’s wellbeing in the wake of any unfortunate circumstance. Retail brands are not immune from the possibility of having its products misused or associated with controversy. But it’s in navigating these situations in an artful manner - one that requires a balance of demonstrating genuine care and acknowledging that not every outcome is within its control."

KOL partnership management

This incident highlights an essential communications insight: brands today face reputational risks not only from formal influencer partnerships, but also from unsolicited mentions by controversial KOLs, added Yeung. “Influencers hold significant power to spontaneously shape public perceptions; thus, proactive reputation management is critical.”

Building on this, Bastian Wong, founder and CEO of Flare Communications, said that in today’s socially conscious climate, the use of shock tactics, which is leveraging sexual harassment experience in this case - whether intentional or not - can easily provoke backlash if perceived as insensitive or offensive, further compounding reputational risks.

“While some audiences may find shock tactics engaging, others may feel alienated or offended, leading to negative brand associations. So, I recommend brands and content creators to stay extremely cautious about these tactics. Understand the values and sensitivities of your target demographic before implementing shock tactics,” she added.

At times, shock value can be a double-edged sword for brands, given today’s highly sensitive social sentiment. Whether it succeeds or backfires depends on how it is executed, the audience, the context, and the personality of the brand, said Kevin Shui, CMO of Starry, an AI-powered influencer marketing campaign management platform. “For brands known for being edgy, rebellious, or disruptive, shock value may feel authentic and resonate with their audience.”

What more can be done?

In fact, it’s not enough to simply collaborate with popular creators - brands must vet their content plans and ensure every campaign aligns with their values, said RFI Asia's Ko. "At the same time, brands should also educate influencers about the risks of exploiting sensitive experiences for marketing."

To better align with KOLs to avoid controversies, Starry’s Shui said marketers can subscribe to a regular social media monitoring service for the brand. “Brands should also never select KOLs to collaborate only based on fan base or engagement rates. Browse through the social media of the KOLs to review the quality of content and engagement. Do a search on Google and AI platforms/tools.”

Meanwhile, Flare’s Wong said brands should investigate KOLs’ past behaviours, values, and public perception to ensure alignment with brand ethics. “Also, never miss the important step of setting guidelines for the types of content that are acceptable and those that could lead to controversy. A clear and professional content brief is always a good help for expectation alignment.”

Beyond regular checks, Brandstorm’s Yeung said clearly defined, publicly communicated guidelines outlining acceptable brand mentions can prevent misunderstandings and discourage inappropriate associations. “Additionally, structured crisis communication protocols enable rapid, transparent responses, effectively distancing brands from controversies.”

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