BACKGROUND

In order to secure a competitive position in the booming premium market, Estee Lauder planned to relaunch its Ultimate Radiant White series 白月光系列（‘White Moonlight’ series, a nickname for the series). To raise awareness in the prestige line while dial up its benefits and efficiency for consumers amid the aggressive competition during the whitening campaign months starting from March till May.

OUR CHALLENGE

Coinciding with the COVID-19 outbreak, the campaign was quite a challenge for Oui's e-commuters to pull together.
Meanwhile, identifying and connecting with consumer insights was another challenge as people's lifestyles changed during the pandemic period and we need to be insightful and far-sighted enough to predict their skincare needs in the next 2-3 months before the campaign's official launch.

OUR STRATEGY

We laid equal emphasis on the product's dual functions to distinguish the product from its single-functioning competitors. In light of its functions of anti-aging and whitening. We created a catchy slogan – 冻无痕，白无瑕 (freeze the aging process while making your skin bright and flawless), highlighting its anti-aging function and anti-spot functions.

 

We decided to maximize the influence of the nickname from the perspective of efficacy and emotional linkage, as the name serves as an illustration of the product's function in Chinese culture and as an emotional attachment.

COMMUNICATION & ENGAGEMENT

In the Chinese context, the White Moonlight refers to one's most favored time, thing, or person during her innocent age; it usually triggers one's memory of youth.
The fact that consumers are eager to return to their finest stage, and to top things up, the nostalgic sense of the good old days triggered by the COVID lockdown campaign turned out to be phenomenal.
To build a linkage between the product and White Moonlight, we magnified the image of its iconic ingredient, tuberose, which blossoms in the moonlight, making the flower well-remembered by the audience.

 

To highlight how well the 'White Moonlight' series works, we decided to invite celebrities and artists from all walks of life to share their stories about the peak (or white moonlight) moment and how the 'White Moonlight' series helps in this process.
To engage the consumers to share their direct responses and experience, we created the hashtag #我的白月光# or #MyWhiteMoonlight on social platforms for peak moment stories sharing.

PERFORMANCE

Upon released, #MyWhiteMoonlight became a trending topic on Weibo and RED. The name, White Moonlight, has received unprecedented consumer awareness. What’s more, the series saw a sharp sales increase during the COVID lockdown. Meanwhile, the ‘White Moonlight’ series has become an iconic image of the brand’s premium line.