挑战:如何于中国的年轻消费者建立更深的情感连接产品的明星发布会虽然吸人眼球,但往往很难转化成销售。要解决这个问题需要克服两个挑战。第一,发布活动通常是在产品上市之前一段时间发生的,大大局限了和消费者之间的联系。第二,大多数明星发布会是一个局部的小范围活动,但是作为行业领头,美宝莲需要让发布会触达到全国各地的女性。战略:构建桥梁,即时体验 The challenge: How to create a deeper emotional connection product for young consumers in China Although the star launch event is eye-catching, it is often difficult to translate into sales. To solve this problem we need to overcome two challenges. First, release activities usually occur some time before the product is launched, greatly limiting the connection with consumers. Secondly, most of the star launches are a small local event, but as the industry leader, Maybelline needs to make the conference reach women across the country. Strategy: Build a bridge and experience it instantly