The beauty of this campaign was its mobility. Beauty advice available 24/7 for China’s female consumers. Creating for the “third screen” requires uniquely intelligent content. It must be relevant, easy to download, timely and stunning. Our customized, branded, mobile TV channel featured frequent changes, and product displays were refreshed regularly. A celebrity blogger added to the allure of the community by sharing gossip, insights and tips.

Chinese women opted in! We surpassed the client’s aggressive targets for launch and delivered +28% vs. volume target. The portal enjoyed +60% page views vs. national average for branded mobile portals. In addition to the 360,000 page views, we achieved a +16% click-through rate vs. the client benchmark.