Campaign details
Brand: L'Oreal/MaybellineLead agency: Mindshare ChinaRegion: APAC
Objectives
Chinese people love celebrities. The rate of celebrity endorsement among ads in China is the highest across the world. (Source: Millward Brown)
With the popularity of social media, the interaction between celebrities and fans is changed forever, too. The relationship between the two is much closer and much more interdependent.
Maybelline New York hired Hong Kong singer and actor William Chan to be brand ambassador to promote the Color Sensational lipstick range.
Chan starred in several idol dramas and has gained massive popularity among Maybelline's young,...