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Power to the Queens

Power to the Queens | Maybelline | Mindshare
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basics
Industry: Beauty & Health
Media:Promotion & Event
Style: Minimalism
descriptioncnen
Synopsis
Maybelline New York hired Hong Kong star William Chan to be the new brand ambassador of its Color Sensational lipstick range. Chan is super popular among Maybelline's young, female target audience. They worship him. Sure, getting an endorser to make fans buy is nothing new. In China though, fans are a different beast. They don't just admire. They care so much for their idol that they actually influence what the celebrity can do - even on which brands to endorse. Getting ambassadors can actually backfire if not done carefully. How then can Maybelline court and empower Chan's fans to create business impact?
Strategy
Maybelline can't just hire Chan to do a few commercials and hope the fans will buy products. The brand had to show respect to the Queens and prove that it cares for Chan's career as much as they do. Therefore, Maybelline renamed one of the lipstick shades "Queen" to honor the fans, making it the star color of the range. Instead of simply naming the lipstick after Chan, which is typical of endorsement deals, this decision put fans at center stage. Chan posed with the lipstick and released the promotional photos on his social media accounts, hinting at this endorsement.
Outcome
We put Chan's fans at the absolute center of the campaign, and they answered with stunning enthusiasm. 20,000 "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 a restock, another 20,000 lipsticks were sold in less than 2 hours, breaking Maybelline's e-commerce sales record. Chan's new endorsement topic was viewed 390 million times on the social media site Weibo with more than 1 million discussions. Chan's interactive video was viewed nearly 1 million times. 30,000 fans uploaded their photos to get a chance to be featured with Chan on a Times Square billboard.
Execution
When Maybelline officially revealed Chan as a spokesperson, the brand also announced the "Queen" shade as a special edition color for his fans. Maybelline created an interactive 40-second video starring Chan. Fans can choose different scenarios to follow various storylines with Chan. Although massively popular in China, Chan is yet to be recognized worldwide. Maybelline wanted to show fans that it also wants to elevate Chan's stardom even more. Hence, we featured Chan in a massive e-billboard in Times Square, New York - boosting his international fame and making him one of the few Chinese celebrities to be ever featured on this iconic landmark. Fans can participate alongside Chan in this important moment. Thousands entered a raffle by uploading a photo with the "Queen" shade on their lips, and the lucky Queen was featured on the billboard with Chan.
CampaignDescription
Chinese people love celebrities. The rate of celebrity endorsement among ads in China is the highest in the world. (Source: Millward Brown) With the rise of social media, interaction between celebrities and fans has changed forever. Their relationship is much more intimate and interdependent. When researching about Chan's fans, Maybelline found out that his fan base is not only massive; they are notoriously ultra-protective too. They even label themselves "Queens" who protect Chan, their king. There were several instances where Chan's agent had to stop his endorsement deals just because fans thought the brands were not a good fit for Chan.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Audience Targeting / Engagement Strategies
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