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.
The result was incredible- The “”Queen”” lipsticks were sold out in 20 seconds. Chan’s new endorsement topic was viewed 390 million times on social media site Weibo with more 1 million discussions. Chan’s interactive videos were viewed nearly 1 million times. After re-stock, another 20,000 were sold in 2 hours, breaking Maybelline’s e-commerce sales record.”