Estee Lauder @雅诗兰黛 recently debuted CNY festival inspired designs for their most iconic products. Estee Lauder’s social media promotion campaign heavily relied on original content from KOLs and KOL distribution. Some notable beauty KOLs involved in the campaign were @寻小Mei, @iamsingular, @lemondrizzle, and @特立不独行的喵咕酱. The main mechanism used to stimulate engagement was a link to an H5 lucky draw landing page. To claim the prize, users had to provide their contact information. In the past week, 86 influencers mentioned Estee Lauder in 99 posts, generating ¥5.8M in social media exposure value.
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