Lancôme, who topped L2’s Digital IQ Index: Beauty |China, launched the multi-platform “Happy Lancôme New Year” campaign featured as a Flash of Genius in the report. The campaign combined elements of the brand’s French heritage and Chinese culture, kicking off with a mini-movie showing Paris landmarks with the color red, paper-cut art, horses and paper lanterns interspersed throughout. The clip played on Sina Weibo, WeChat, video-sharing sites Youku and iQyi, and the big screens of popular department stores in major Chinese cities.
Lancôme also created dedicated microsites on WeChat and Sina Weibo, where users could share Lunar New Year greeting cards containing photos of their happy moments and voice messages recorded with WeChat. Lancôme then uploaded the greetings to the brand-owned BBS Rose Beauty, where fans could share and “like” the cards for a chance to win prizes.
The campaign was a success. By February, the mini-movie had been viewed 586,000 times on Youku, and the #Happy Lancôme New Year# hashtag was mentioned 688,000 times on Sina Weibo. Fans posted 3,243 greeting cards on the microsite, with the top card receiving 68,639 likes.
The positive reaction to Happy Lancôme New Year shows timing a campaign with a major consumer holiday (Singles’ Day, Chinese New Year) can have stellar results.