Lux will enrich the mundane search engine experience with branded multimedia edutainment and engagement on Baidu itself.We selected four young trending female celebrities (杨幂, 白歆惠, 刘芸, 萧潇) who best represent Lux’s brand personality of perfection through persistence. Micro-films written by Cai Kang Yong – China’s leading screenwriter – provided tight integration of our video assets with social platforms, ensuring maximum exposure of our brand message.We innovated the traditional search engine experience by integrating both video and social media elements into Baidu.com. Search results showcased not only paid-for listings, but Lux video banners. The eye-catching micro-movies were screened directly on Baidu’s homepage, while live Weibo feeds generated user interaction to a viral effect.

-Brand awareness increased by +66% in campaign period-Market share increased by +20% in campaign period-Key attributes “Make hair shiny” increased +43.75% & “Repair damage hair” increased +58.3%-Total impressions: 3.45 billion-Total VV: 117 million, +50% vs. planned-Weibo buzz volume & fans doubled during campaign period-Lux becomes top 3 hair brand to be tweeted on Sina Weibo-Best iWOM health matrix among all hair-care brands, over 90% brand positive comments on Weibo.