Estée Lauder tried a more authentic approach for its KOL marketing campaign promoting Perfectionist Pro Rapid Firm + Lift Treatment. Participating KOLs like @韩恩汐汐, @玉米酱罐头, and @吃面面用手抓 were challenged with creating testing tutorials that documented product usage over 14-days. For the period, KOLs who participated in the challenge campaign contributed nearly 22% to the total media value. The campaign’s Weibo hashtag #纤雕14天# tracked over 240M impressions.
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