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As the highly coveted demographic, Millennials are targeted by 7-Eleven through the loyalty cultivation program. Through data drive research and numerous marketing experts, 7-Eleven took popular culture’s influence in to account, trying to be with Millennials when they are enjoying music, fashion, etc. Mobile App, website, as well as social media are all part of the engagement.

7-Eleven discovered that 20% of all Millennials have attended at least one music festival within the last year. This also marked a 28% increase over the previous year. Music is a big part of their everyday life. To give the Millennial’s reasons to love the brand and build emotional connection, 7-Eleven built a VIP customer experience for them, offering thousands of diversified accesses to Millennials enjoy music as well as fashion and share them with friends. The campaign, which is called “Slurpee All Access Chill”, featuring 7-Eleven’s soft drink Slurpee and motivate more Millenials’ purchases and interaction.

Instead of treating consumers as outsiders, 7-Eleven treats them as insiders who are pioneers as well as influencers in music and fashion. On its website, there is a section called Slurpee All Access providing all the insider info making consumers the first one to know about trend. These articles, photos, videos and festival information are all presented in a info flow and can be shared with people by email as well as some popular social media platforms like Facebook and Twitter. In this way, 7-Eleven customers are endowed the power of leadership and influences, the sense of responsibility and power make them more willing to be engaged in the whole process. In the meantime, they also played the role as word of mouth when sharing and help the campaign to reach more people. The shares are also shown on Slurpee’s website, helps building a more rich-content platform and encourages interaction.

Screen Shot 2015-10-12 at 10.34.57 AM


In addition to all the insider’s info provided on website, 7-Eleven also offer tons of music prizes for the Slurpee buyers. The prizes includes trips to music festivals, music downloads and one-in-a-lifetime music experiences. See how attractive they are as follows:

  • Meet-and-Greet with Austin Mahone
  • Exclusive VIp trips to one of five top music festivals
  • Meet-and-Greet with Austin Mahone
  • Exclusive VIP trips to one of five top music festivals
    • Rock in Rio in Las Vegas, may14-17
    • Sasquatch in George, Wash., May 21-26
    • Governors Ball in New York City, June 4-8
    • Firefly in Dover, Del., June 17-22
    • Electric Forest, Grand Rapids, Mich., June 24-29
  • Experience a music recording session firsthand
  • Experience a “festival makeover” with top stylist
  • Experience an album cover-style photo shoot
  • Prizes include
    • Sonos Play:5 sound systems
    • Beats by Dre™ headphones
    • Fender guitars
    • Ticket vouchers for the summer’s hottest music events
    • 3-month subscriptions to Spotify
    • iTunes gift cards
    • Music downloads
    • Slurpee swag like exclusive All Access Chill T-shirts and sneakers

All the prizes came out as a form of sweepstakes, and it works together with the 7Rewards loyalty program through 7-Elveven mobile app. Every time the consumer buys a Slurpee, the membership barcode on the app will be scanned and the customer names will be added into sweepstakes process.

The Slurpee Campaign fit well into pop culture and provided relevant resources to build a good experience. 7-Eleven figured out the internal motivation for Millennials to engage, built a emotional connection with the coveted group.


Wazektomia opolskie

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Nasza klinika Nova z Kędzierzyna Koźla będzie nieposzlakowanym wyborem dla wykonania zabiegu wazektomii. Jest to nowoczesna placówka, posiadająca najwyższej klasy sprzęt i luksusowe wnętrza. Opiekę nad chorym na każdym etapie sprawuje u nas doświadczona grupa specjalistów z zakresu urologii. Nasi eksperci zajmują się oceną i leczeniem ustroju rozrodczego Panów każdego dnia. Dzięki temu gwarantujemy kompleksową opiekę nad pacjentem na każdym kroku. Intymność i poufność to podwalina, dzięki której osoba decydująca się na zabieg w klinice NOVA może liczyć na kompletną bezimienność. Wyśmienite samopoczucie naszych chorych jest dla nas nadzwyczaj istotne, a nie bez znaczenia jest pełność obsługi biorąca się z aspektu naszej kliniki. Główną ideą jest przedsięwzięcie poprzez chorego wstępnej decyzji i chęci poddania się wazektomii. Później należy skontaktować się z Kliniką Nova i umówić wizytę doradczą. W jej czasie nastąpi omówienie zabiegu wazektomii, pacjent uzyska informację o odleglejszym postępowaniu pozabiegowym i o kosztach. Elementem takiej wizytacje jest także poznanie chorego z przydatną dokumentacją. Część informacyjno-konsultacyjna procedury kończy się parafowaniem zgody na poprowadzenie zabiegu. Po zabiegu wazektomii zbliża się termin na wizyty testowe, mające na celu ocenę sytuacji pooperacyjnej chorego a także zweryfikowaniu obecności plemników w badanej spermie.

Categories : General Virtues
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Do It For Denmark!

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How do you market your company in a relevant, engaging way? How do you solve a real problem that’s affecting your country? Can you do both?

Spies Travel, based in Denmark, answered these questions in a rather intriguing and very European way. They said of course we can do both! We’ll solve it by answering the number one problem Denmark is currently facing. We’ll solve the low birth rate with our product. Yes, you did read that right. That was not a typo and they did it in a brilliant way. Warning, the following campaign does have mature content.

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Pinterest is known amongst its users as being a platform where they can dream about their ideal lives, closets, and homes. The site offers various images of rooms, clothes, furniture, and other items that help people think of resourceful ways to improve their own lives. Though many of the products are out of reach for most users, especially when the Pinners are unaware of where to purchase or even the cost of the desired product. If the site is designed to focus on people’s aspirations than the question must be asked, how can a company that is built on the idea of showing people what their lives could be like able to gain loyalists? Pinterest may have become aware of this problem because within the past two years Pinterest has become more active with their members to try and create a community of loyalists.


In 2014, the company decided to reach out to their most popular Pinners, those that have a high community following. These members have a substantial influence on the site.  These five individuals were asked to pick a room within a New York City apartment to decorate by pinning various types of furniture and room layouts. Once the Pinners had selected their favorite products, Pinterest allowed everyone on the site to vote for their favorite pieces. The winning product was placed into the New York City apartment. The slogan of this campaign was, “The First Apartment Pinterest Built.” (Pinterest, 2014) The concept of this campaign was to make the Pinterest community feel as if they had a hand in the process.  The Pinners were able to make their dreams a reality.

In 2015, the company decided to make price and brand information available to their Pinners.  A rather bold move for a site that’s members most likely don’t want to know the shoes they pinned are almost $300.  The price markers could take away from the appeal of Pinterest.  The biggest error Pinterest made with this update was that the company did not make a connection to their previous campaign, Apartment CB2.  The theme of Pinterest, making your dreams a reality might have been tarnished, especially since the company did not introduce the update as adding benefits to their consumers’ lives.  Instead, Pinterest wanted to focus their attention on improving their relationship with their partner brands, in order to be perceived as a “commerce generator.” (Slefo, 2015)  Pinterest in hindsight should have attempted to make a connection with both their brands and their members. This could have been done by framing the new pricing marker in a positive light.  Pinterest should have advertised the function as offering their Pinners a goal to achieve.  If they are able to save up a certain sum of money, than they would be able to afford their dream product. Pinners could also get excited when they realize that they are able to afford one of their desired products. This positive spin on a feature that could have left negative impressions on the minds of their members now provides them with motivation or the feeling of accomplishment. A theme that was present within their Apartment CB2 campaign. Brand recognition will increase because the item that the Pinners are interested in buying have a location and a price point, which the initial Pinterest update lacked.  These products are now within the Pinners consideration set.


In summary, Pinterest should continue to create innovative strategies to gain the attention of their members. However, the company must be aware that great ideas do draw attention but they do not create loyal consumers.  If Pinterest would like to be seen as a “commerce generator,” than the company must be willing to stay active within their community and build relationships with their members. (Slefo, 2015) This could be through gamification tactics, such as rewarding consumers with badges for pinning 20 images in a day.  The company must also remember to maintain a set image within the market.  If the company would like to be known for making their consumers dreams a reality, than the future advertising campaigns and site updates should reflect that same motto.

One of the benefits of great consumer engagement is that consumers become advocates for the brand. While brand ambassadors are generally welcomed across all platforms, social media is an especially popular platform as everyone has the ability to voice his or her opinion. The intricacies of social media can makes redress complex though, as it can be difficult to address individuals for numerous reasons including non-directed complaints, the sheer volume of people talking about a topic, and misinformation. One vein of misinformation in general can be particularly damaging, and that is the internet troll.

Trolls are people who “deliberately post provocative messages… with the intention of causing maximum disruption and argument” ( Generally trolls are anonymous or have multiple user names so that they can avoid being banned from a website. Trolling often oversimplifies arguments to a point of ludicrousness, or uses logic undermines any point that the original author on a post is trying to make. Given this brief background on trolling, it makes sense that websites often police comment sections in efforts to prevent this behavior from happening. But what happens when trolling is a good thing?

Target Shared Facebook PageTarget It Means Nothing

Enter Mike Melgaard. Melgaard recently entered the public spotlight as he posed as “Ask ForHelp” on the Target Facebook page, replying to customers who were upset about Target’s decision to move toward gender neutral labeling. When Melgaard saw that Target was doing this, he expected controversy online and went to their Facebook page to check it out. And then he had the idea to masquerade as a customer service rep to respond to complaints. And while Melgaard says that he agrees with Target’s decision, he was more motivated by the comedic opportunities available (and there were plenty to choose from).

Doritos Subway

Melgaard made a second trolling appearance when Doritos launched their Rainbow Doritos campaign. Doritos produced a limited edition version of Rainbow Doritos, that was launched at Dallas Pride and only available by giving a donation of $10 or more, with all proceeds benefitting the It Gets Better Project, which is a charity founded to help prevent suicide amongst LGBT youth. It’s important to notice here that there was no change to the “regular” product, so it was completely the consumer’s choice whether to support the charity or not. Melgaard posed as another customer service representative offering sarcastic responses to the complaints posted. He remarked that the complaints on the Doritos page were much more offensive and that the only agenda being promoted in this case was saving the lives of young people. Doritos Past Demographic

While the term politically correct has been in the public eye for a while, it will be affecting companies more so now than ever. As millennials gain economic power, companies will cater to their desires even more so than what is currently being done (some companies have started this, others don’t think we’re valuable because we generally don’t have money to spend on their products yet). Something that millennials find important in business is that companies conduct themselves in an ethical manner and/or participate in some type of corporate social responsibility. While this sounds like a good thing, it makes advertising difficult for companies because the causes a company supports often have some political connections, meaning that the company could be alienating consumers. As mentioned in the case above, Doritos was helping a charity in suicide prevention, but was criticized as “spreading the gay agenda.” The more controversial the topic is, the greater chance a company has of alienating possible consumers, especially during election times when political divides become much more prominent. Doritos Taco BellTarget Politically Correct

While political overtones of causes may lose some customers, a great relationship between the customer and consumers can promote understanding. If customers already trust the company, they will be more likely to trust causes supported by the company. And if the relationship is really great, the company will be able to rely on their customers to defend the brand. And if you’re waiting for a knight in shining armor to defend you, does it really matter where he or she came from?Doritos TargetFor more images of the trolling or information in general, click the links below.

Today almost every company has a Facebook page and a Twitter account to communicate with their customers. Companies seek every platform that they can use to reach their target audience, hoping to better attract, engage and keep their customers.

Connect with consumers in today’s world

Brands want to be on Facebook and Twitter because they want to get influencers to spread their messages. They want their social networks. Therefore, when we talk about brand community, we often think of building a brand community on social networking sites first. But is that the most effective way?

What is a brand community?

First we want to clarify what is a brand community.  According to Albert Muniz Jr. and Thomas C. O’Guinn with their study on Brand Community for the Journal of Consumer Research, a brand community is a specialized, non‐geographically bound community, based on a structured set of social relations among admirers of a brand. Forget about the abstract definition, brand community is basically a place for customers to live together, like what they do in a real community. How are they going to live? They are going to talk about their lives, share their ideas, and help each other. What’s the role of brand in the community then? Think of the brand as the community administrator. He/she provides the opportunity to network, encourage open discussions, and the essential thing, he/she seeks every way to better serve the community.

Why build your own brand community?

Communicating with your customers on Facebook and Twitter is great, but is it the most effective way?  Going back to our earlier discussion on what is a brand community, it’s easy to see that an account on Facebook/ Twitter couldn’t fully function as a brand community. While you may have lots of followers, the strict format and complexity of these social networking environments might hinder your potential to interact with customers. Therefore, having your own community is a great alternative(or plus) to engage your customers, especially loyal customers. There are many existing brand communities that have been proved successful. Recently, Fabric softener brand Snuggle jumped on the ship as well.

Snuggle is building its own brand community

In 2014, Snuggle launched an online community called Snuggle Bear Den. When you land on the page, it will first ask you to register; after you log in, the contents are then available.

Screen Shot 2015-09-29 at 5.16.02 PM

Snuggle Bear Den Customer Log in landing page


The community has a Dashboard that’s regularly updated with special offers, a discussion forum, product reviews, and consumer surveys. The discussion forum, which we can find under the “Snuggle Connect” , features different topics such as “Sleep Better Chat” “Snuggle Chat” launched by Snuggle to encourage discussions. By clicking into any topic, you can see hundreds of posts from consumers, and some good interactions between consumers.

Snuggle calls every registered customer part of “Team Snuggle”, and regularly assigns its site members “missions” that earn them virtual points, which can ultimately lead to exclusive offers. It most recent post is the “SeptemBEAR Mission”. The brand was donating 5,000 teddy bears to children in need, meanwhile it encouraged consumers to post photos and videos of their “favorite teddy bear moments” on Twitter and Facebook with the hashtag #ShareABear. Participants could win prizes that include Snuggle products.

 wrote a great article on how Snuggle is leveraging the power of its own brands community.  My favorite idea from the article is a quotation from O’Marra; “The Bear Den allows us to develop a more personal relationship with our most valuable consumers, and a true two-way exchange, That’s something that you can’t really do at scale with a paid Facebook campaign.” Based on that,  if we rethink about how brands build customer engagement and customer loyalty, having an own brand community is really something marketing managers should take into consideration.

For further reading, check out another great article about the comeback of brand community:

2015 Will Be the Year of Brand Community- Here’s Why


Categories : General Virtues
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What is it about millennial moms that is causing Juicy Juice to double their advertising spending?

The answer is quite simple. Millennial moms have all the attractive traits a marketer wants. This population is quickly growing. Their buying power is estimated to be $170 billion per year, and they have enormous influence on their peers (Weber Shandwick).

This category of millennial moms is composed of individuals who were born in the 1980s through the 1990s. The members of this demographic are now in their 20s and early 30s, pursuing life-long careers and having children. Once they have children, they are looking for companies to trust and if they find one, they are likely to stick with them for a lifetime.

Although quickly growing, millennial moms still seem to be a fairly untapped market, at least according to themselves. 42 percent of millennial moms surveyed by Weber Shandwick said they feel that marketing is not geared toward women like them. This clearly indicates their is plenty of room to target this segment of the population.


Because millennials in general are “digital natives”, it’s not surprising that moms are constantly asking advice from their peers on social media. This is where there is room for marketers to engage with this segment, who are asked for their recommendations 74 percent more frequently than others in the millennial category. A relevant company giving advice that is not necessarily related to their product but adds value to the mom’s life would create a trusting relationship between the company and the mom, which is the key to a loyal customer.

juicyjuice Splashers_LineUp

Roughly 90 percent of millennial moms are sharing information about purchases they’ve made and services they’ve used. This includes everything from grocery store brands to financial investments (Weber Shandwick). With these numbers, the reach is infinite.

Juicy Juice is confident that targeting this market will increase its shares by changing the packaging, focusing on authenticity, transparency, simplicity and a “better-for-you” product.


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For all my love little monsters I am your mom you are my child in my hand I protect you like my eyes but don’t worry I’ll catch you if you fall― Lady Gaga                                                                                                    

With almost fifty one million followers on Twitter, a fan following on Facebook of over sixty one million and a dedicated fan base on YouTube, American recording artist Lady Gaga is a great example on how modern celebrities can use social media to connect with their fans and engage them. (Bennet, L.)

Clearly Miss Gaga is not only a pop star. Her success and fame have been analyzed by different scholars, and it is not possible to ignore that she has introduced and performed one of the most successful and interesting marketing strategies. 


“Lady Gaga didn’t become the success she is today based solely on her talent. She did so by engendering immense loyalty from her fans through her music, her message, and the community she has built around them. To anyone in the business community, this sounds like a classic case of loyalty marketing and customer cultivation.” (Huba, J.)

Lady Gaga’s audience is impossible to define; it is large, heterogeneous, and fragmented. Indeed, the pop star focuses almost solely on one percent of her audience, the engaged super-fans who drive word of mouth. Sure enough, “A business’s most engaged customers—the top 1%—create the most value for a brand.”(Vozza, S.) It is clear that she knows the engagement principles, as she is not focusing on broadening the audience base, but on going deeper in the relationship with her super-fans, the Little Monsters, because “It’s these fans who will evangelize for her and bring new fans into the fold.” Naming them “Little Monsters” was not just a fortunate choice, it is a way to strengthen their belonging to a community. If we think about her strategy in marketing terms, it is possible to state that she knows the demand. She knows the fans and she somehow plays on their weaknesses.

Building a community is not easy, especially if you are a public individual. There are a lot of scenarios that might happen; a community needs to be nurtured, although you cannot interfere with the dynamics in it. Lady Gaga built her own social network for the super fans called It is not immediate the process of becoming a Little Monster. After the creation of your profile an official request will be sent and it will take time to be accepted in the community. This aspect enhances the value of the community, and the fan will feel part of something special, something that is not for everyone. “[…] Fans even get their own e-mail address, linking their online identity to Gaga. The pop star is on the site weekly, posting special messages to fans, “liking” and commenting on their fan art, and participating in chat discussions.” (Huba, J.)


Social Media Plan Lady Gaga’s Marketing Director (YouTube Video)

Lady Gaga does more than singing and writing songs, she also sells her products in a moment where piracy is destroying the music market. Piracy is somehow exploiting the psychological mechanisms behind the moment of purchase, when customers use the analytical side of their brains in evaluating rationally things like price and cost of ownership. However, there is also another side to consider, the emotional side. (Deflem, M.) If a fan is connected to the brand’s values, the bond is stronger. Lady Gaga has made the purchase process really easy, offering different options and platforms. Moreover, her fans recognize the relevance, importance and value of her products, and appreciate even more the moment of purchase.

In the commercial music industry there are four elements that make something successful, the 4 E’s: emotion, experience, engagement, and exclusivity. Fans are emotionally involved by Lady Gaga, who has made them part of her own life, in a unique bonding experience with the audience. Moreover, the topics she addresses – such as social, religious or political issues – are broad enough to allow everyone to actually connect to them and feel actively engaged, while creating a long-lasting 360 degrees relationship based on music, themes, and personal life experiences.

Of course, the star system is full of dangers and pitfalls. So many stars have been slowly, but steadily, replaced with new ones. As Huba says, the real enemy is obscurity. Still, Lady Gaga is one “of [the] most amazing word-of-mouth marketers […] she continues to do things that give her fans something to talk about.” (Huba, J.)


Vozza, S. (August 21, 2014) What Lady Gaga Can Teach You About Creating A Following

Deflem, M. (August 8, 2013) Four Truths About Lady Gaga

Huba, J. (2013) 7 Customer Loyalty Lessons From Lady Gaga

Bennet, L. (2014) Celebrity Interactions And Social Media: Connectivity And Engagement In Lady Gaga Fandom

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Snapchat, what used to be an obscure app has enjoyed a fast rise since it’s initial release date back in September 2011. According to Forbes Magazine in 2013, Mark Zuckerberg offered the founders of Snapchat $3 billion in CASH which they gracefully declined.

Isn’t Snapchat merely used for sexting by millennials? This question arose when the app first came out due to it’s unique features of self-destructing photos and videos. But a recent study from the University of Washington found that 60% of Snapchat users use the app to send “funny content” and the number two of course, selfies. 14%  of those surveyed admitted to having used the app for sexting at least once, but just 1.6 percent said they use the app for sexting regularly.

With the help of this and many other behavioral studies,  marketers and advertisers started seeing potential in the app and encouraged Snapchat to build a platform for advertising.


There are millions of Snapchat users that are of drinking age. With 100 million daily users, 63% are between the ages of 13 and 24.  These consumers of legal drinking age are now the target of Jim Beam’s Apple-Flavored Bourbon campaign which is set to go live this upcoming October and be featured on Snapchat’s curated live stories in the U.S.  According to Snapchat, “Live Stories are a collection of different snaps submitted by users about certain events, like music festivals, major happenings in cities and holidays. These snaps last 24 hours before disappearing.”

With an average of 8,796 photos shared per second, Snapchat is able to track these legal drinking age consumers by the user’s birthday and location, which is required by the app to sign up. Brittney Duncan, U.S. media manager at Beam Suntory, stated that [Snapchat] “is a great reach for millennial targets—right now, it’s a white space for us, it’s not cluttered with ads, which allows us to have a high-impact [campaign].”

Something problematic with Snapchat is that they don’t generate the necessary tools for marketers to understand their audience (not the best provider of Big Data). Age and location do not do its justice, especially when in this case, the ad will only last for 24 hours. There is also no possible way for marketers to communicate directly or engage with their audience.

Having limited microsegmentation might affect Jim Beam’s new campaign, yes, they’ll showcase their ads in music festivals and local events where millennials happily take and check their snaps, but, how will they know if these consumers are actually interested in their product? How can Jim Beam communicate effectively with the ones who are interested? and last but not least, how can they avoid being skipped?

Asking consumers to provide more information about themselves could be something beneficial for both marketers and consumers who utilize Snapchat in the long run.  Understanding consumer purchasing habits and preferences are key for marketers to create engaging campaigns that will be able to target the right audience. As Rajat Paharia states in his book Loyalty 3.0 “Big Data enables business to know their customers, employees and partners in unprecedented ways” and unfortunately, Snapchat is lacking in that sense.


Categories : Engagement, Social Media
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If you are a lady reading this blog, please imagine, if there is a magic app that you can virtually try on cosmetic in a few seconds, would you download it and try different makeups that you never tried before?

In 2014, L’Oréal launched an app called Makeup Genius to let women virtually try on cosmetics. Also, it is very easy to use: just hold your phone as you hold a tiny mirror, then you can choose and apply different makeups  on your face in your phone’s screen by choosing the product icons. This magic app hits 14 million downloads in total.


To Watch the video: Makeup Genius Introduction_Click here to watch the video

It’s worth mentioning that China has been a massive market for this western brand app, bringing 4.7 million downloads, weights one-third of total downloads. It can be explained by few reasons: Firstly, obversely China has largest size of internet population over the world: 668 million people, with 594 million of those going online with mobile devices (according to official figures from the China Internet Network Information Center); secondly, many Chinese customers viewed makeup as superficial, unnecessary and potentially harmful to skin; thirdly, heavy makeup as socially undesirable. Natural-looking makeup is still popular than heavier makeup.

“Girls in China can be shy to apply makeup if they are at the counter or if they are going out with friends — they don’t want to put on very dark lipstick, very dark eye shadow,” said Asmita Dubey, chief marketing officer for L’Oréal China.

The download was boosting, Chinese young girls can apply heavier makeups without losing face in front of friends. Those young girls are also entertained by this app. It is very fun to see themselves wearing even stunning makeups. They could share it on main stream social medias.



But the problem is here: how does  L’Oréal motivate its customers from just downloading the app and having to actually purchase the products?

Besides selling products in major department stores, and other cosmetic store chains such as Sphoera, Wiston, and Maning. Outside China’s most developed cities, where foreign makeup brands can be hard to find in shops, the app also offers a chance to experience the brand and buy online via Alibaba’s e-commerce platform – Tmall. L’Oréal is successfully tapping into China’s E-commerce boom.

L’Oréal also sell its product on one leading Chinese social media WeChat. WeChat has 549 Million active user and the average users age is 26. Customers can purchase L’Oréal products simply buy just a few taps on once’s WeChat app.

The Makeup Genius app was just one example of localizing an international initiative for China; L’Oréal also launched other China-specific digital initiatives including shake the smartphones, WeChat ads, Video games, and User-generated content.

In conclusion, an impressive mobile application is necessary and basis to engage the consumers. But only one app with thrilling technologies is not enough. The app needs to be relevant to customers needs and it has to be fun to play with. More important, L’Oréal taps into the right channels to spread the brilliant app, therefore, it can turn customers interests into real purchase actions.

Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

Why Millions in China Downloaded L’Oreal’s Makeup Genius App

Makeup Genius App

WeChat’s ’s Impact: A Report on WeChat Platform Data

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