Page 92 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

lipstick. Viewers were able to add the merchandise to their purchasing baskets with a single click

on their screens during the live stream. Furthermore, anybody looking for Maybelline on Taobao
during the event would be presented with a pop-up window displaying the live broadcast.

During the inaugural event, 50 important influencers were asked to live-stream to their audience

across the live-streaming networks. These personalities contributed diverse perspectives and tales
to the launch.

RESULTS (INCLUDING CONTEXT, EVALUATION, AND MARKET IMPACT)

• The live event was seen by about six million people.

• Maybelline sold 10,600 Lip Flush Oil lipsticks, smashing the company's Taobao lip

product sales record by selling 10 times the daily norm.

• Maybelline was able to alter its creative and media expenditure for the first time thanks to
information gained straight from the event.

• Maybelline modified their strategy after receiving immediate feedback that P03 Cherry

Pink, C01 Coral Orange, and R01 Cherry Blossom Red were the three most popular colors.

• A procedure that would normally take weeks was completed in less than a day.

• Maybelline's online store visits jumped by 50% during the live event.

• This was the first time a brand used a live stream in conjunction with e-commerce for a

launch event.

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