Watching video is among Chinese online shoppers’ favorite pastimes. Unlike in the U.S. and Europe where Beauty tutorials are popular, Chinese consumers prefer videos that tell a story. Eight of the ten most-viewed Beauty videos on Youku are commercials and mini-movies, with mini-movies averaging nearly double the views of the other two.
Olay has been especially successful at building campaigns around these short videos. Its #hold your 25# campaign, promoting the 7-in-One moisturizer, centered on a series of clips starring former participants from the Chinese version of American Idol. One of the most popular mini-movies in the series, starring singer Xin Liu, depicts Liu’s dilemma at age 25 of whether to give up her dream of becoming a singer. This video alone registered half a million views on Youku.
Olay simultaneously ran a user-generated campaign on voice-enabled, Instagram-type platform Papa, encouraging fans to share photos and messages about being 25 for a chance to win concert tickets and autographed photos. The campaign led to 700 shares in just one week. Celebrity Xin Liu’s PaPa voice message was reposted 20,000 times on Sina Weibo, where the #Hold Your 25# Hashtag had 750,000 shares.
The 7-in-1 moisturizer is now a best-seller on Olay’s Tmall shop, with more than 38,000 reviews, proving that mini-movies can drive engagement and sales.