SUMMARY
Chando, the skincare giant but lagging in make-up category, need to outwit its strong competitor who enjoys a momentum in both – in the make-up category.
Nowadays Women’s Day has become a battlefield of consumerism rather than a time to advocate women’s self-values as it should have. This Women’s Day, Chando gave women a voice of their own, empowering them to be heard. By cleverly leveraging the “Ready to speak up after putting on lipstick” social nuance, Chando’s campaign successfully focused the public attention on what women have to say, combating gender stereotypes. With social videos and posters publicizing women’s real quotes, wide social buzz has been created and participations from KOLs and consumers alike have been mobilized.
During the campaign period, the sales of Chando lipsticks on Tmall has significantly outperformed that of the competitor, from which the halo effect also elevated the make-up sales of Chando.
