As a leading Chinese skin-care brand, Maxam released four images on its official WeChat and Weibo accounts on 23rd Dec, 2013.

The campaign was to uncover the true value of their skin-care product. It was unexpected daring and created a Wow-effect towards the audience.

Nowadays, ideas of irrational consumption such as “All the foreign things are better”, ”All expensive things are good " dominate the Chinese skin-care market. Also Maxam has a brand challenge that it has been recognized as a skin-care product for mothers and sold in low-end grocerie stores.

Our core brief is "beautiful beyond expectation". As a leading Chinese skin-care brand, this campaign aimed to not only solve the brand challenge but also promote rational consumption in Chinese market.

Our communication strategy was to begin discussion on the topic on official social media accounts and then use key opinion leaders to fan the flame. Additional to this, we expected to shift the communication focus from product-oriented rational discussion to brand-oriented story-telling.

It successfully led our audience to reshape their recognition to Maxam - a young and energetic brand, and effectively increased sales.

Step one: throw out the topic and provoke contradiction. Maxam official Weibo and WeChat released the “Don’t be surprised!” posters at the same time, which generated the discussion of the target audience.

Step two: users started to be involved in the discussion. Fashion experts started to compare the Maxam products and competitors’ products shown in the posters and show the testing results which surprised users.

Step three: Users started to generate original contents following to "Don't be surprised!" posters.

Step four : Official Tmall Online shopping store launched "Don't be surprised!" sales promotion, which boosted sales.

Step five: When Garnier and Revlon claimed to withdraw from China, we released another series posters “You got me” to tell the brand story from another perspective and impress the customers at the emotional level.

Step six: use the traditional media to interpret the conflict and spread the rational consumption idea.

The content page view reached 8,377,602 ,and the content has been reposted 82,187 times and has 25,107 comments.

According to the feedback, the appraisal of the product quality and value are ranked in first and second places, which are 20% and 34% respectively.

Meanwhile 18% of users showed appreciation of the campaign marketing method, and 10% of users were impressed by the youthful image of the brand

This implicates that the fashion and upgraded brand image was implanted successfully.

The daily page view of official Tmall store achieved 1630 times more visits than usual, and the number of visitors is 1076 times, which means the promotion boosted the sales directly.