Jane Leung
Jul 19, 2010

L’Oreal launches mini drama series for cosmetics brand Yue Sai

Yue Sai, a Chinese beauty brand under L’Oreal China, has launched a social media initiative titled ‘Buzz my heart’.

Yue Sai China
Yue Sai China

‘Buzz my heart' targets urban women with an eight-episode mini series online. The characters, script and style of the program were inspired by real stories from the Chinese internet. Hollywood veteran Gil Wadsworth is behind the cinematic filming and the production company is AtoAto.

The campaign is hosted on Chinese style and fashion portal Yoka.com. Activation and digital agency Wunderman and Agenda Shanghai is running promotional ads on popular sites like Youku, Ivivi, PPLive, Kimiss and Onlylady in support of the initiative.

The brand is not revealed in the first four episodes of the drama in order to fully engage the audience with the characters. Fans can log in and join discussions or follow a debate panel of selected women voicing their views on female related topics.

Michelle Kwok, marketing director at Yue Sai, said traditionally the company does not participate actively in the digital space.

"We wanted to create an online platform that engages women with our unique, emotional message in a new way," she explains.

Bryce Whitwam, general manager of Wunderman, also added that women are spending an increasing amount of time online for entertainment and interaction with each other. Popular topics include personal issues, careers and fashion trends.

"‘Buzz my heart' gives Yue Sai a unique opportunity to connect with these women in a way that is relevant to consumers," he said.



Project Buzz my heart
Client Yue Sai
Creative agencies Wunderman, Agenda Shanghai
Senior creative director Om Zho
Copywriter May Liu
Media agency ZenithOptimedia
Production company AtoAto Integrated Media
Executive producer Gil Wadsworth
Exposure Online

Campaign China

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