Mindshare China

Chinese people love celebrities. How can Maybelline leverage the new fan economy and create business impact from the endorsement?

Maybelline can’t just hire William Chan to do a few commercials and hope the fans will willingly buy the products. The brand had to show we respect them, and cared for Chan’s career as much as the “queens” do.

We focus on the fans – to make fans (they call themselves “Queens”) at the center of spotlight and create chances for them to interact with their “king” Willian Chan. Maybelline renamed one of the lipstick shades “Queen”, then created an interactive page with a 40 second video starred by Chan. We then even featured Chan on the one and only Time Square in New York, and creating opportunities for fans to be shown there with him.