本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
皇后区的权力
案例简介：概要 美宝莲纽约聘请香港明星陈伟霆 (William Chan) 担任其彩色轰动唇膏系列的新品牌大使。Chan在美宝莲的年轻女性目标受众中非常受欢迎。他们崇拜他。当然，让代言人让粉丝购买并不是什么新鲜事。不过，在中国，粉丝是另一只野兽。他们不只是钦佩。他们非常关心自己的偶像，以至于他们实际上会影响名人的工作-甚至会影响要代言的品牌。如果不小心的话，获得大使实际上会适得其反。那么，美宝莲如何向Chan的粉丝求婚并赋予其权力以产生业务影响？ 战略 美宝莲不能只雇用Chan做一些广告，并希望粉丝购买产品。该品牌必须表现出对皇后区的尊重，并证明它和他们一样关心Chan的职业生涯。因此，美宝莲 (Maybelline) 将口红阴影之一重命名为 “女王”，以纪念粉丝，使其成为该系列的明星颜色。这个决定并没有简单地以Chan的名字命名口红，这是典型的代言交易，而是将粉丝放在了中心位置。Chan与口红合影，并在他的社交媒体帐户上发布了促销照片，暗示了这一认可。 结果 我们将Chan的粉丝放在竞选活动的绝对中心，他们以惊人的热情回答。20,000 “女王” 口红在20秒内售罄!粉丝们非常想要这种颜色，以至于他们写信给Chan的经纪人要求更多。一次补货后，不到2小时又卖出了20,000支口红，打破了美宝莲的电商销售纪录。陈的新代言话题在社交媒体网站微博上被浏览了3.9亿次，讨论超过100万次。Chan的互动视频被观看了近100万次。30,000粉丝上传了他们的照片，以便有机会在时代广场的广告牌上与Chan一起亮相。 执行 当美宝莲正式透露Chan作为代言人时，该品牌还宣布了 “Queen” 阴影作为其粉丝的特别版颜色。美宝莲制作了由陈主演的40秒互动视频。粉丝可以选择不同的场景来跟随Chan的各种故事情节。尽管Chan在中国广受欢迎，但尚未在世界范围内得到认可。美宝莲想向粉丝们展示它也想进一步提升陈的明星地位。因此，我们在纽约时代广场的大型电子广告牌上展示了Chan-提升了他的国际知名度，并使他成为有史以来在这个标志性地标上出现的为数不多的中国名人之一。在这个重要时刻，粉丝可以与Chan一起参加。成千上万的人通过上传嘴唇上带有 “女王” 阴影的照片进入抽奖活动，幸运的女王与Chan一起出现在广告牌上。 运动描述 中国人喜欢名人。中国广告中的名人代言率是世界上最高的。(来源: Millward Brown) 随着社交媒体的兴起，名人与粉丝之间的互动永远改变了。他们的关系更加亲密和相互依存。在研究Chan的粉丝时，Maybelline发现他的粉丝群不仅庞大，而且还拥有强大的粉丝群。众所周知，它们也具有超保护性。他们甚至给自己贴上保护国王Chan的 “女王” 的标签。在某些情况下，Chan的经纪人不得不停止代言交易，因为粉丝们认为这些品牌不适合Chan。
皇后区的权力
案例简介：Synopsis Maybelline New York hired Hong Kong star William Chan to be the new brand ambassador of its Color Sensational lipstick range. Chan is super popular among Maybelline's young, female target audience. They worship him. Sure, getting an endorser to make fans buy is nothing new. In China though, fans are a different beast. They don't just admire. They care so much for their idol that they actually influence what the celebrity can do - even on which brands to endorse. Getting ambassadors can actually backfire if not done carefully. How then can Maybelline court and empower Chan's fans to create business impact? Strategy Maybelline can't just hire Chan to do a few commercials and hope the fans will buy products. The brand had to show respect to the Queens and prove that it cares for Chan's career as much as they do. Therefore, Maybelline renamed one of the lipstick shades "Queen" to honor the fans, making it the star color of the range. Instead of simply naming the lipstick after Chan, which is typical of endorsement deals, this decision put fans at center stage. Chan posed with the lipstick and released the promotional photos on his social media accounts, hinting at this endorsement. Outcome We put Chan's fans at the absolute center of the campaign, and they answered with stunning enthusiasm. 20,000 "Queen" lipsticks were sold out in 20 seconds! Fans wanted the color so desperately that they wrote to Chan's agent requesting for more. After a restock, another 20,000 lipsticks were sold in less than 2 hours, breaking Maybelline's e-commerce sales record. Chan's new endorsement topic was viewed 390 million times on the social media site Weibo with more than 1 million discussions. Chan's interactive video was viewed nearly 1 million times. 30,000 fans uploaded their photos to get a chance to be featured with Chan on a Times Square billboard. Execution When Maybelline officially revealed Chan as a spokesperson, the brand also announced the "Queen" shade as a special edition color for his fans. Maybelline created an interactive 40-second video starring Chan. Fans can choose different scenarios to follow various storylines with Chan. Although massively popular in China, Chan is yet to be recognized worldwide. Maybelline wanted to show fans that it also wants to elevate Chan's stardom even more. Hence, we featured Chan in a massive e-billboard in Times Square, New York - boosting his international fame and making him one of the few Chinese celebrities to be ever featured on this iconic landmark. Fans can participate alongside Chan in this important moment. Thousands entered a raffle by uploading a photo with the "Queen" shade on their lips, and the lucky Queen was featured on the billboard with Chan. CampaignDescription Chinese people love celebrities. The rate of celebrity endorsement among ads in China is the highest in the world. (Source: Millward Brown) With the rise of social media, interaction between celebrities and fans has changed forever. Their relationship is much more intimate and interdependent. When researching about Chan's fans, Maybelline found out that his fan base is not only massive; they are notoriously ultra-protective too. They even label themselves "Queens" who protect Chan, their king. There were several instances where Chan's agent had to stop his endorsement deals just because fans thought the brands were not a good fit for Chan.
Power to the Queens
案例简介：概要 美宝莲纽约聘请香港明星陈伟霆 (William Chan) 担任其彩色轰动唇膏系列的新品牌大使。Chan在美宝莲的年轻女性目标受众中非常受欢迎。他们崇拜他。当然，让代言人让粉丝购买并不是什么新鲜事。不过，在中国，粉丝是另一只野兽。他们不只是钦佩。他们非常关心自己的偶像，以至于他们实际上会影响名人的工作-甚至会影响要代言的品牌。如果不小心的话，获得大使实际上会适得其反。那么，美宝莲如何向Chan的粉丝求婚并赋予其权力以产生业务影响？ 战略 美宝莲不能只雇用Chan做一些广告，并希望粉丝购买产品。该品牌必须表现出对皇后区的尊重，并证明它和他们一样关心Chan的职业生涯。因此，美宝莲 (Maybelline) 将口红阴影之一重命名为 “女王”，以纪念粉丝，使其成为该系列的明星颜色。这个决定并没有简单地以Chan的名字命名口红，这是典型的代言交易，而是将粉丝放在了中心位置。Chan与口红合影，并在他的社交媒体帐户上发布了促销照片，暗示了这一认可。 结果 我们将Chan的粉丝放在竞选活动的绝对中心，他们以惊人的热情回答。20,000 “女王” 口红在20秒内售罄!粉丝们非常想要这种颜色，以至于他们写信给Chan的经纪人要求更多。一次补货后，不到2小时又卖出了20,000支口红，打破了美宝莲的电商销售纪录。陈的新代言话题在社交媒体网站微博上被浏览了3.9亿次，讨论超过100万次。Chan的互动视频被观看了近100万次。30,000粉丝上传了他们的照片，以便有机会在时代广场的广告牌上与Chan一起亮相。 执行 当美宝莲正式透露Chan作为代言人时，该品牌还宣布了 “Queen” 阴影作为其粉丝的特别版颜色。美宝莲制作了由陈主演的40秒互动视频。粉丝可以选择不同的场景来跟随Chan的各种故事情节。尽管Chan在中国广受欢迎，但尚未在世界范围内得到认可。美宝莲想向粉丝们展示它也想进一步提升陈的明星地位。因此，我们在纽约时代广场的大型电子广告牌上展示了Chan-提升了他的国际知名度，并使他成为有史以来在这个标志性地标上出现的为数不多的中国名人之一。在这个重要时刻，粉丝可以与Chan一起参加。成千上万的人通过上传嘴唇上带有 “女王” 阴影的照片进入抽奖活动，幸运的女王与Chan一起出现在广告牌上。 运动描述 中国人喜欢名人。中国广告中的名人代言率是世界上最高的。(来源: Millward Brown) 随着社交媒体的兴起，名人与粉丝之间的互动永远改变了。他们的关系更加亲密和相互依存。在研究Chan的粉丝时，Maybelline发现他的粉丝群不仅庞大，而且还拥有强大的粉丝群。众所周知，它们也具有超保护性。他们甚至给自己贴上保护国王Chan的 “女王” 的标签。在某些情况下，Chan的经纪人不得不停止代言交易，因为粉丝们认为这些品牌不适合Chan。
Power to the Queens
案例简介：Synopsis Maybelline New York hired Hong Kong star William Chan to be the new brand ambassador of its Color Sensational lipstick range. Chan is super popular among Maybelline's young, female target audience. They worship him. Sure, getting an endorser to make fans buy is nothing new. In China though, fans are a different beast. They don't just admire. They care so much for their idol that they actually influence what the celebrity can do - even on which brands to endorse. Getting ambassadors can actually backfire if not done carefully. How then can Maybelline court and empower Chan's fans to create business impact? Strategy Maybelline can't just hire Chan to do a few commercials and hope the fans will buy products. The brand had to show respect to the Queens and prove that it cares for Chan's career as much as they do. Therefore, Maybelline renamed one of the lipstick shades "Queen" to honor the fans, making it the star color of the range. Instead of simply naming the lipstick after Chan, which is typical of endorsement deals, this decision put fans at center stage. Chan posed with the lipstick and released the promotional photos on his social media accounts, hinting at this endorsement. Outcome We put Chan's fans at the absolute center of the campaign, and they answered with stunning enthusiasm. 20,000 "Queen" lipsticks were sold out in 20 seconds! Fans wanted the color so desperately that they wrote to Chan's agent requesting for more. After a restock, another 20,000 lipsticks were sold in less than 2 hours, breaking Maybelline's e-commerce sales record. Chan's new endorsement topic was viewed 390 million times on the social media site Weibo with more than 1 million discussions. Chan's interactive video was viewed nearly 1 million times. 30,000 fans uploaded their photos to get a chance to be featured with Chan on a Times Square billboard. Execution When Maybelline officially revealed Chan as a spokesperson, the brand also announced the "Queen" shade as a special edition color for his fans. Maybelline created an interactive 40-second video starring Chan. Fans can choose different scenarios to follow various storylines with Chan. Although massively popular in China, Chan is yet to be recognized worldwide. Maybelline wanted to show fans that it also wants to elevate Chan's stardom even more. Hence, we featured Chan in a massive e-billboard in Times Square, New York - boosting his international fame and making him one of the few Chinese celebrities to be ever featured on this iconic landmark. Fans can participate alongside Chan in this important moment. Thousands entered a raffle by uploading a photo with the "Queen" shade on their lips, and the lucky Queen was featured on the billboard with Chan. CampaignDescription Chinese people love celebrities. The rate of celebrity endorsement among ads in China is the highest in the world. (Source: Millward Brown) With the rise of social media, interaction between celebrities and fans has changed forever. Their relationship is much more intimate and interdependent. When researching about Chan's fans, Maybelline found out that his fan base is not only massive; they are notoriously ultra-protective too. They even label themselves "Queens" who protect Chan, their king. There were several instances where Chan's agent had to stop his endorsement deals just because fans thought the brands were not a good fit for Chan.
皇后区的权力
暂无简介
Power to the Queens
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
