Record-Breaking 3.5 million comments in 9 days, 2018 T-Mall 618

How does a home care brand successfully launched its newest heart-shaped product, among the one young group under 25?
Here is a case where Liby, the brand I worked for on social and content marketing projects, took a leap of faith to introduce the hottest idols at the time - Nine Percent. The 9-Day Idol events on Liby’s Tmall Flagship, attracted over 3.5 million comments,, in a Fans-intriguing “build the blocks for your idol” game, including 1.1 million in 16 hours on the last day. The new product “The Pink Hearts” (laundry detergent balls) sold out 9 days in a row. Cosunmer profile indicated that the 18 - 25 age group navigated from 25% to over 30%.

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