Creative Execution

The team took in-game advertising to the next level by creating a special playable character called Hydra Power Boy, based on the famous actor Jing Boran - L’Oréal Men Expert’s brand ambassador. The character was far more than just an avatar, with special powers directly related to Hydra Power’s unique product characteristics, using water and hydration effects to help players succeed faster in the game. This integration into a mobile game was amplified across media channels, including out of home, China’s top online TV platforms, Tencent’s app ecosystem, and even at retail on the product itself.

The results were staggering. Over 2 million men not only downloaded the Hydra Power Boy character – they actually paid in-game currency for the privilege! We reached more than 60 million men over 15 times each within a two-month period – 400% more than if we’d spent the same budget on a national TV campaign. Across lower tier cities we saw a lift in sales of over 26% for the Hydra Power brand compared to the overall L’Oréal men expert category. And most importantly, we created a new hero to represent the “FACE” of men’s skin care, Hydra Power Boy!

L’Oréal Paris Men Expert is China's leading male skincare brand – with high awareness in first tier cities, but lower tier growth was what the brand wanted! We knew a simple TVC wouldn’t get the job done. We needed to grab the attention of China’s men! So the team turned to their number one hobby – playing games! We teamed up with China's biggest game, with over 60 MILLION daily active players, Tian Tian Ku Pao. A game with the highest percentage of young male players. SO popular that the average guy plays it at least three times a day!