Olay invites celebrities NiNi and Liu Shishi to form as “CP”, endorsing the whitening CP composed of LIGHT PERFECTING ESSENCE and body lotion.
· Among all KOLs & KOCs who participated in this campaign, half were top-tier beauty KOLs and half were KOCs.
· The brand’s copywriting direction is clear, requiring KOLs to promote their whitening products and discount information. At the same time link the TV series starring two spokespersons.
· Olay chose the right KOL in this event, and only about 12% of KOLs posts’ engagement rate that did not exceed their average engagement rate in the past 90-days.
· The campaign has tracked more than 120M impressions on Weibo via # OLAY黑白天鹅#.