Chinese people love celebrities. The rate of celebrity endorsement among ads in China is the highest in the world. (Source: Millward Brown)

With the rise of social media, interaction between celebrities and fans has changed forever. Their relationship is much more intimate and interdependent.

When researching about Chan's fans, Maybelline found out that his fan base is not only massive; they are notoriously ultra-protective too.

They even label themselves "Queens" who protect Chan, their king. There were several instances where Chan's agent had to stop his endorsement deals just because fans thought the brands were not a good fit for Chan.

When Maybelline officially revealed Chan as a spokesperson, the brand also announced the "Queen" shade as a special edition color for his fans.

Maybelline created an interactive 40-second video starring Chan. Fans can choose different scenarios to follow various storylines with Chan.

Although massively popular in China, Chan is yet to be recognized worldwide. Maybelline wanted to show fans that it also wants to elevate Chan's stardom even more. Hence, we featured Chan in a massive e-billboard in Times Square, New York - boosting his international fame and making him one of the few Chinese celebrities to be ever featured on this iconic landmark.

Fans can participate alongside Chan in this important moment. Thousands entered a raffle by uploading a photo with the "Queen" shade on their lips, and the lucky Queen was featured on the billboard with Chan.

We put Chan's fans at the absolute center of the campaign, and they answered with stunning enthusiasm.

20,000 "Queen" lipsticks were sold out in 20 seconds! Fans wanted the color so desperately that they wrote to Chan's agent requesting for more. After a restock, another 20,000 lipsticks were sold in less than 2 hours, breaking Maybelline's e-commerce sales record.

Chan's new endorsement topic was viewed 390 million times on the social media site Weibo with more than 1 million discussions.

Chan's interactive video was viewed nearly 1 million times.

30,000 fans uploaded their photos to get a chance to be featured with Chan on a Times Square billboard.