Brief Explanation

L’Oreal celebrated its 100th anniversary in China by launching a “Million Dollar Project,” donating one million dollars to help create jobs. We created a supporting online campaign through a destination site, popular Chinese portals Yoka, Baidu and Xiaonei, asking China’s netizens to do a million small good deeds. Choosing from 25 pre-suggested good deeds such as “get your co-worker a glass of water,” “ don’t drive for 3 days,” users can share with friends and collect hearts. The campaign was widely popular with users, bloggers and key opinion leaders. In just 8 days, 1 million good deeds were done.