Crest launched an escape room event at Shanghai’s Sinan Mansion #寻找失踪的白小姐# to promote its new toothpaste. Actor @孙坚 made a special guest appearance on December 23rd to experience the escape room. Four KOLs, @kakakaoo-, @Wuli 小彤彤, @赛丽公主, and @仲尼Johnny vlogged the event and were featured in Crest’s toothpaste commercial. The Weibo hashtag #寻找失踪的白小姐# tracked over 30M views. The event was only open for eight days but accounted for an estimated 20% of all Crest sponsored post mentions by Weibo and RED KOLs during Q4.