ECP04. Pharmaceutical, Health & Beauty

The Shortlist
Mindshare China
Maybelline New York
Maybelline New York hired Hong Kong star William Chan to be brand ambassador to promote the Color Sensational lipstick range.
Chan is super popular among Maybelline’s young, female target audience – they are also target audience of many other brands.
How can Maybelline leverage new fan economy and create business impact?
Maybelline decided to alter the focus to the fans of the celebrity. They renamed one of the lipstick shades “Queen”, and made it the star color of the range. Chan posed with the lipstick and released the promotional photos on his social media, hinting his endorsement.
With all executions including 40s interactive videos, social posts, and featured Chan and his fans on Time square, Chan’s new endorsement topic was viewed 390 million times on social media site Weibo with more 1 than million discussions. Chan’s interactive videos were viewed nearly 1 million times. 30,000 fans uploaded their photos to win a chance to be featured alongside Chan on a Time Square billboard.
The “Queen” lipsticks were sold out in 20 seconds. Fans wanted the color so desperately that they wrote to Chan’s agent requesting for more. After re-stock, another 20,000 were sold in 2 hours, breaking Maybelline’s e-commerce sales record.
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