Campaign details
Brand: MaybellineBrand owner: L'OréalLead agency: Mindshare ChinaCountry: ChinaIndustries: Cosmetics, beauty aidsMedia channels: Games & competitions, Online video, Outdoor, out-of-home, Social mediaBudget: 500k - 1 million
Executive summary
Maybelline New York, the makeup and cosmetics brand, needed to maximise the use of its new endorser, William Chan, to drive sales of its new Color Sensational lipstick range.
In China, fans care so much about their idol that they try to influence which brands the celebrity can endorse. If Maybelline couldn't get fans' support, Chan's endorsement could backfire.
Chan's fans call...