3CE released a Mickey Mouse themed make-up gift box and launched Weibo topic #3CE头号玩家#; 20 KOLs were selected to post for it.
- The brand required KOLs participating in the event to post photos featuring red, blue and yellow – the colors of Mickey’s character . Content direction was otherwise unrestricted, mainly focusing on lipstick color testing and makeup tutorials. Each post included a link to the Double Eleven pre-orders page of 3CE’s Tmall official store.
- Starting from 21 October, during the Double Eleven pre-order period, 3CE invited celebrities and KOLs such as @李易峰, @木子洋KWIN and @养鸡_YoungG to join the Taobao live-streaming session to generate awareness of the new product line.
- Subsequently, 3CE continued to use this campaign to promote their new series of cosmetics packaged in transparent acrylic.
- More than 75% of KOL posts successfully exceeded their average follower interaction rate over the past three months. 3CE’s KOL selection was immensely successful.
- The campaign has tracked more than 93M impressions on Weibo via #3CE头号玩家#.