Hi peeps! Welcome back to our weekly series – China Influencer Trends – where we use PARKLU’s big data to analyze what’s trending on China’s social media in the areas of fashion, beauty, fitness, food, travel, and more.
Perhaps you notice that there is a very active beauty campaign on China’s social media this week – it is the Estee Lauder double wear foundation campaign!
For their double wear foundation campaign, Estee Lauder launched a significant KOL marketing initiative inviting a ton of KOLs to create contents for the product. Double wear foundation – their main focus product for this summer – is super long-lasting and water, oil, and sweat resistant. They called this foundation 油皮亲妈, which means “a perfect match for oily skin”!
The hashtag Estee Lauder used: #脱粉算我输# was a bold statement, meaning if any viewers unfollowed a KOL because the product disappoints them, Estee Lauder loses.
To demonstrate the foundation’s longevity, Estee Lauder invited KOLs to carry out various challenges.
Vlogger @萌大雨YUYU tried these challenges:
A pretty fun video, yeah? Such a great tactic to make something entertaining and memorable for the viewers. The video accumulated 5.7 million views!!! Stellar!
To demonstrate water tolerance of the foundation, vlogger @花爷Presuss did this:
Great contrast to Vlogger @萌大雨YUYU. The aesthetic style does a nice job of targeting a different demographic.
Is the double wear foundation only for ladies? Estee Lauder invited a male beauty vlogger @王岳鹏Niko to use the foundation.
Niko’s short drama style video was a truly unique way to demonstrate the value of the product. He was also able to slip in Estee Lauder’s eyebrow pencil. Wonderful collaboration for Estee Lauder!
Let’s take a look at Estee Lauder’s performance:
In the past 7 days, 68 influencers mentioned Estee Lauder in 74 posts generating 3.74M RMB in social media value. The total reach was 29.6M. There were almost 712K video views, 7.3k reposts, 5.8K comments, and 14.8k likes!
One more thing needs to be noted, this KOL campaign, doubled the social media value of Estee Lauder in one-week time! Bravo!!!
Our Take Aways:Making a bold statement and working with KOLs to guide the content made for some really interesting content.
- Making a bold statement and working with KOLs to guide the content made for some really interesting content.
- The diversity of KOL styles and audience can positively impact reach.
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