The Campaign

There is more than one beautiful Bingbing. In Chinese, the idea is edgier. Please see attached word document.

Creative Execution

We leverage on Fan Bingbing’s fame and invited Chinese women with the same name to showcase their beauty that’s unique and different from the idealistic beautiful look that is represented by the celebrity. By doing so, they seek to prove that looking different to the ideal can be beautiful and desirable. We launch the campaign on June 13th, during the Shanghai Film Festival season, where Fan Bingbing is seen as an important icon. A film and a social activation with a dozen real women called Bingbing start to take over Weibo, WeChat and various popular SNS to ignite the conversation. At the same, we coop with local beauty KOLs to extend the reach and depth of the conversation. The campaign quickly got viral and a second phase showcasing famous social KOLs who don't have the 'ideal beauty' looks quickly caused another wave of excitement on the social network environment.

In less than 2 months, we’ve achieved over 18m video views, over 277m impressions in the social space and over 440m PR impressions. Also there were more than 76k social interactions from the consumers. More importantly, we gained significant brand uplift on “believes all women are beautiful” or “inspires women to feel more positive about the way they look”.

To help land our beauty pov, we conducted qualitative research with women living in China and those who have moved to foreign countries to find commonalities and differences. Through the comparison, we realized that women in China face an intensive pressure from an idealistic beauty embodied by a few celebrities and defined by features such as young, pale, slim etc.. And the age of 25 is seen as a critical turning point where you’re being judged for age. Thus, we decided to target women over 25 who are feeling greater beauty pressure. And the approach we take is to “BROADEN THE SOCIETAL BEAUTY POV” to help them understand that being themselves can be beautiful and confident.