GPB Shanghai extends 'loving rubber' campaign to celebrate Dr. Jart+'s first CNY in China

Loving Rubber.jpgYou don't need to go to FashionWeek to realize how important Instagram has become to modern beauty-conscious consumers. That's why in December Dr. Jart+ and GPB (Good People Basically) introduced a new line of rubber mask skincare products on the platform with an intriguing content campaign. Because of the huge popularity of the @lovingrubber account Dr. Jart+ has now extended the long-form content campaign until after Chinese New Year.

The new second phase of the campaign, which centers around four Aliens visiting from Planet Dermask on a vacation, introduces more intriguing storylines, like a love arch with a popular KOL and incorporates multiple Chinese New Year highlights. The long-form content, which goes far beyond the usual brand communications, is constantly being adjusted based on follower interactions, with outcomes often being changed to create deeply intriguing and rewarding experiences for followers.
Loving Rubber 3.jpgCreative Chairman GPB Alvin Lim said, "Our philosophy is all about creating content that people want to spend time on and the huge uptick in popularity that Dr Jart+ Rubber Masks have seen since the launch of this campaign prove that we are on the right track."

As of February 12, the @lovingrubber account has earned over 18,000 followers and generated on average 750 interactions per post, a number that Lim says "blew us all away."

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