Olay’s New Whiting Serum

Olay attempted to seamlessly integrate an offline and online promotional campaign for the launch of its newest product.

Campaign analysis:

• Olay collaborated with mega KOL @李佳琦Austin to feature the product in a live-stream and two videos pushed across his social accounts.
• Roughly 40% of KOLs participating in Olay’s campaign are top-tier Weibo beauty bloggers. The remaining 60% of KOLs are mid-tier on the RED and Douyin.
• The campaign’s Weibo hashtag #肌肤底子好有多棒# has tracked more than 370M impressions.