OSM, a domestic cosmetic brand dedicated to bringing the best pearl skin care concept and products to Chinese women, signed an endorsement deal for its skin care products with the popular star Zhang Binbin. The cooperation aimed to leverage the fan economy to increase brand awareness. On the day of June 18 (618), the campaign was expected to attract high traffic, so as to further boost the brand reputation, and facilitate the sales conversion of the feature products to the greatest extent.
By tapping into Zhang Binbin's individual traits, the marketing campaign themed with "Shine Wantonly together with Binbin” was launched. The campaign incorporated the whitening effect benefits of the brand's feature products "Pearl Lucent Whitening Essence" and "Pearl Whitening Kit” to increase marketing accuracy. By means of TVC, KV, and various creative materials and content interpretation, interactions with fans, as well as other hard advertisements on Weibo Top Search, Douyin, Topview, among others, the marketing campaign has fully covered the fan circle and even the broad masses, realizing both growth in both reputation and sales. The traffic of related topics has reached more than 80 million on the social platforms, which took a lead position among cosmetic brands endorsed by famous artists. The interactions on the brand's official Weibo account has increased by nearly 900 times, and pageviews have increased by nearly 600 times. The video views of its official publicity video ranked first among endorsement artists during the 618 period.
