L’Occitane launched an online challenge #7天发光肌挑战# to promote the Immortelle series products endorsed by @刘诗诗. Users whoever post relevant content with the same hashtag can join the lucky draw to win one of the new products Immortelle Overnight Reset Oil-in-Serum.@无敌美大石Milky, @斯诺依花姑娘 and other KOLs posted to share skincare experience for promotion. @HelloDaH, @吱儿吱儿吱 and other KOLs’ promotional posts were reposted by the brand’s official account. The Weibo hashtag #7天发光肌挑战# tracked over 10M views. The media value generated by this campaign accounted for an estimated 42% of all L’Occitane mentions by Weibo and RED KOLs during the same time period.