Elizabeth Arden launched a campaign to promote its Anti-Aging Eye Serum. The brand gave collaborating KOLs greater content freedom than usual, letting creators create the content they thought would be most interesting to their audiences. For instance, Vlogger @杨舒惠 and her boyfriend told amusing stories from grade school in their promotional video. Elizabeth Arden’s flexible approach seems to have worked, as 43% of KOLs’ posts exceeded their average fan interaction rate from the past 90-days. The campaign’s Weibo hashtag #橘灿精华眼霜# tracked over 74M impressions.