The Face Shop (TFS), a Korean beauty brand of the LG Household & Healthcare Group, launched its limited edition Disney Collection ahead of China’s 2016 Singles Day, the world’s largest online shopping festival. RF Thunder developed a campaign that targeted mobile-centric women, 16-22, who follow favorite celebrities and watch live-streaming. The campaign, designed to evoke fond childhood memories, selected popular Zhang Yishan as spokesperson, an “old friend” from his starring teen role in a 2004-7 TV series. An onsite video of Zhang being photographed was live-streamed and he revealed he would live-stream himself doing make-up for a mystery super model friend. In a surprise twist, the supermodel—after make-up—was revealed to be Lu Tiandi, Zhang’s longtime best friend and co-star. A man wearing full make-up for the first time in public leveraged the hot online topic of “Straight Boys Do Make-up.” The live-streaming events featured on-camera product displays of Disney toys to communicate TFS’s playful style. The innovative, integrated campaign with its climactic twist and live-streaming “reveal” ignited the entire internet. The eyeshadow used by Lu in the video sold out! Sales of CC Cushion increased 20 times over 2015. During the Singles Day promotion alone, TFS achieved an unprecedented 200 percent sales increase.