FastCompany came to us and asked us to develop an idea for a campaign that will help the image of girls in China. We decide to concentrate on an ownable symbol, one that is 100% girl. The bold lip color - Red.
Here's our idea video for the campaign.
It was nice to get some press and all, but then we decided together as a team to actually try to make an impact. To make a real difference. So we decided to re-think NiShi and take it global, still rallying around the bold, red, lips. We called it Rock The Lips
On International Women's Day, we launched the socially charged campaign. Using the hashtag #RockTheLips across Facebook, Twitter Tumblr and Instagram, we invited people to join our movement.
We plastered the internet with "posters" like theses.
And it worked!
People started to take notice and started to take selfies with the bold red-lips.
Eventually we hit the nerve with influencers.
Supermodel Christy Turlington and YouTube make-up guru Michelle Phan (7M YouTube subscribers) joined us. Which caught the attention of Vogue Britain (2M Twitter followers).
Budget : $0 = No media placements, all organic growth.
On International Women's Day - 3.5 million Twitter impressions
Total after the rest of the week - 8 million Twitter impressions.
Reached a total of 50K people invited and saying "Yes" to our event on Facebook
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