Our execution flew against the face of MAYBELLINE best practice and the route that other make-up brands took. Out went the young models that MAYBELLINE had used traditionally because they did not engage Chinese women effectively. Our female celebrity-bloggers had a more identifiable “girl next door” look, something that stood out in the cluttered make-up communication landscape. This immediately gave us significant, “street-cred” with the online community, allowing us to change their initial perceptions of MAYBELLINE BB cream.To ensure consumer connection, our chosen bloggers had a minimum following of one million each. They were featured on TV, print and online executions, which were shared and used to engage the online community.

Crucially though, without contractual obligation, each blogger wrote extensively about their product experience during the campaigns. This ensured authentic recommendations and feedback about brand and product over social media platforms even before the campaign launched.

MAYBELLINE BB cream wasn’t just a hit; it became the creator and dominant owner of the BB cream category in China after this campaign.

BB cream unit sales increased 6 times with regards to this campaign. And the MAYBELLINE brand benefitted as well with a significant halo effect across their portfolio. MAYBELLINE brand revenues increased 12% compared to 2009. This result was the largest sales increase in MAYBELLINE China’s history.Our four bloggers for MAYBELLINE generated a total of 65 million direct impressions and in the social media space reposts generated a further 650 million impressions.