Maybelline New York hired Hong Kong singer and actor William Chan to promote the Color Sensational lipstick. Chan has massive popularity among young female consumers – a target audience of Maybelline and many other brands. How can Maybelline leverage the new fan economy and create business impact from the endorsement?
Maybelline found out that his fan base is not only massive; they are also ultra-protective. They name themselves his ""Queens”, meaning they protect Chan like a queen protects her king. Maybelline had to show we respected them and cared for Chan’s career as much as the “queens” did.
Maybelline renamed one of the lipstick shades “Queen” and made it the star colour of the range. An interactive 40 second video starring Chan was released in which fans could explore three different storylines with Chan. We featured Chan Times Square in New York, making him one of the few Chinese celebrities to be ever featured there. Fans could be featured alongside Chan by uploading a photo with the “Queen” shade on their lips.
We made Chan’s fans the absolute front and center of the campaign, and they answered with stunning enthusiasm. The “Queen” lipsticks were sold out in 20 seconds. Fans wanted the color so desperately that they wrote to Chan’s agent requesting for more. After re-stock, another 20,000 were sold in 2 hours, breaking Maybelline’s e-Commerce sales record.