Loreal Paris has produced a new product series, Deeply, for young skin. To promote the new products, this campaign integrated online and off-line by young channel, young spokesman and young marketing mix. To attract the attention of young generation, campaign was launched across the channels including mobile, social and e-commerce which were popular in young generation. Due to the successful implementation, campaign created several new records in social and e-commerce without any expense in media.

1. When Yuchun Li declared that she joined in the Loreal Paris family on 15th December 2012, the official Weibo and WeChat of Loreal Paris released the news at once to make marketing warming-up.

2. For mobile users, we made a wap site. Users went to Watson's Store to scan the QR code and then entered in wap site and signed to light their cities. As Yuchun would go to the top 4 cities in ranking to meet fans, many fans go to store to scan which also encouraged the product sales.

3. On the TMALL platform, we implemented the online presale and flash sale. We released CF bloopers of Yuchun based on increasing sales, which encouraged the users to buy more products.

Attracted 35 million fans and became No. 9 social news in China on 15 December.

All the Deeply products in 15 cities sold out in one hour on 17 December.

20 thousands consumers searched products key words in Baidu Zhidao.

Created new record of TMALL platform in 100% social media promotion without no media spending, and attracted 100 millions consumers and became No.1 social news in Weibo.