To celebrate the launch of the Yue Sai 25th anniversary, the campaign ‘Chinese style, More than a style’ was introduced. The 2 part campaign created social buss and gave TA a deeper understanding of the brand solidifying Yue Sai’s position as a modern Chinese brand amongst younger female consumers.
80% of the Chinese cosmetic market is dominated by foreign brands or joint venture shares. The brand is competing with a large category of local and international brands. Furthermore, younger female consumers (20-25) lack appeal or understanding of the brand.
Amongst Chinese women, beauty (both internal and external) is influenced by foreign brands. However, they also like to show their Chinese origins. Using digital media as a medium of communication can greatly improve its appeal amongst younger female consumers.
In the first phase, we used social media to start discussion through the hashtag #Vote for the Woman with the most Chinese style, and KOLs to further boost the campaign. By the second phase brand KV and videos with KOLs were released to boost viewership. Utilized an interactive H5. Finally, official campaign site launch pushed promotion to the climax and diverted traffic to the e-commerce site driving sales.
The campaign performed well and fundamentally reached the target impression, thus consolidating and deepening consumers' perceptions of the Yue Sai brand. Weibo voting and KOL tools created discussion amongst Chinese followers: Weibo total impression over 100 Million, UGC posts over 35,000, KPI Completion rate 123%. Additionally.On Wechat, the emoji package accumulated 189,735 downloads, used by online TA for 979,874 times. The interactive H5 site gained 112,379 visits, with 88,273 unique visitors for one week. The official campaign website reached 1,789,908 visits with 1,289,996 unique visitors.