Kiehl’s has earned its cult status through a strong commitment to community. The brand’s heritage of artist collaborations on products provides compelling opportunities for product differentiation and limited-time exclusivity.

Given that China represents Kiehl’s largest market, the team asked us for help developing their first social campaign to celebrate the Lunar New Year, China’s biggest annual holiday.

In collaboration with artist Johnny Wang, we took the Kiehl’s community on a journey of festivity to celebrate the Year of the Pig.

The campaign featured a mix of storytelling promoting exclusive limited-edition products, gifting ideas, and triggers to drive customers into Kiehl’s stores.

The results? A notable 17% increase in sales and the confidence to expand Lunar New Year as a global campaign.

STRATEGY + CREATIVE DEVELOPMENT + SHOOT PRODUCTION + CAMPAIGN PRODUCTION