Central to Olaplex’s holiday promotion was a collaboration with renowned Chinese actor and singer, Cheng Yi. To capitalize on their collaboration, a multi-pronged approach was used to maximize online and offline impact.Online, the strategy harnessed Cheng Yi’s celebrity appeal through a series of well-coordinated initiatives.

During the Chinese New Year shopping festival, Cheng Yi was integrated into the brand’s major livestreaming event. His presence in the livestreaming room was pivotal, not only to drive real-time engagement but to also capture a larger share of holiday sales.

The use of Ocean Engine played a crucial role in this phase, facilitating precise audience targeting and optimizing promotional activities. By leveraging Ocean Engine’s platform capabilities, the pre-event promotion was effectively managed, and daily sales were monitored and enhanced through targeted livestreaming efforts.

Offline, the strategy involved a partnership with Sephora designed to bolster the brand’s visibility and build consumer trust, which was announced publicly by Cheng Yi. These announcements and strategic communications helped build anticipation and establish consumer confidence in the brand.

Sephora’s established reputation and high foot traffic were then leveraged to draw in crowds, creating a tangible connection between the brand and its audience. This physical presence complemented the online activities, enhancing overall brand perception and driving additional traffic to both the store and the brand’s digital platforms.

Lastly, post-event strategies capitalized on the heightened traffic generated during the livestream, leveraging the increased visibility and momentum from the event to boost additional sales. This approach ensured the collaboration with Cheng Yi not only captured immediate buzz and attention but also sustained consumer interest and engagement to drive additional sales post the event.