Campaign details
Brand: MaybellineBrand owner: L'OréalLead agency: MindshareCountry: ChinaIndustries: Cosmetics, beauty aidsMedia channels: Games & competitions, Online video, Outdoor, out-of-home, Word of mouth, advocacyBudget: 500k - 1 million
Executive summary
Maybelline needed to maximise the use of its new endorser, singer and actor William Chan, to drive sales of its new Color Sensational lipstick range.
Chan's fans call themselves 'Queens' and they are so crazy about him that they even try to influence which brands he can endorse. Getting an ambassador with such a rabid following is a...