Kiehl’s collaborated with world ski champion @青蛙公主爱凌 to shoot “Ultra Facial Cream + Skiing Tutorials” in Alaska. Five top-tier KOLs, @喵爷-吴淼, @MK凉凉, @你好_竹子, @美少女Lisa酱, and @迪拜奶奶 also came to Alaska for the shoot. KOL @Bigger研究所’s video post evaluated the hydrating cream collection’s effects and included a lucky draw component. The campaign’s Weibo hashtag #厚脸皮养成计划# tracked 28M+ views. Micro-KOLs made up 70% of Crest’s campaign. Unfortunately for Crest, 55% of the Micro-KOLs’ post engagement rates performed worse than their 90-day average.