The China Landscape: Short Video - Case Studies

This is a continuation of our previous article, The China Landscape: Short Video

Below we've got some case studies on how brands are integrating the marketing mix with partnerships with the different platforms.

Meipai X Tencent Live X Panda TV X L’Oreal X Maybelline X SK-II X Tmall/Weitao (2017)

What is it?

Meipai, a popular video and photo editor partnered with Maybelline to air a press conference for their new lipstick on several live streaming platforms.

How did it integrate with the app?

Viewers watched celebrity Angelababy en route to the press conference, and followed her backstage as she got ready to walk onto the stage for the press conference.

Maybelline also created a dedicated mini-site, allowing users to view streams of the streamers for the conference all in one place.

Each live streamer would stream different parts of the conference, creating a lot of buzz and excitement as fans scrambled to view the exclusive content.

What were the results?

10,000 tubes of Maybelline lipstick sold Earnings of 1.42 million RMB Over 5 million views on Tencent Live Over 80,000 views on Meipai Over 150,000 views on Panda TV

Key insight:

Meipai X L’Oreal

What is it?

As the main sponsor of the Cannes Film Festival in 2016, L’Oreal invited a number of Chinese celebrities including Li Bingbing and Li Yuchun to live stream their attendance. They showed their viewers how they applied their L’oreal makeup, while the Meipai app pushed out information on where to buy these items.

How did it integrate with the app?

They showed their viewers how they applied their L’oreal makeup, while the Meipai app pushed out information on where to buy these items.

What were the results?

The lipstick used by Li Yuchun during the event was sold out within four hours.

Key Insight

When used effectively with high profile live events, the “See Now, Buy Now” approach is highly effective and can be considered by marketers.

Meipai X Shanghai Disneyland

What is it?

Meipai launched a new initiative, called “Programme M” to match KOLs on its platforms to brands.

How did it integrate with the app?

6 KOLs were chosen by Shanghai Disneyland to make videos of them visiting the theme park.

What were the results?

Mentions reached over 25 million. Over 1,400 users got involved in the conversation. One video even reached 2.48 million views.

Key insight

Short video can be integrated into larger scale brand programs, delivering incredible reach and brand equity.