Case study
AGE 20's: the Little Milk Brick campaign in China.
AGE 20's needed to launch a foundation in China's crowded beauty market. The Little Milk Brick campaign delivered 4x over target on Douyin alone.
Client
AGE 20's
Industry
Beauty / Cosmetics
Services
Platforms
The client
Korean beauty brand. Crowded market. One shot to get the identity right.
AGE 20's is a Korean beauty brand making professional-grade makeup for women with demanding jobs. They were launching a new cushion foundation in China: the Little Milk Brick. Milky-matte finish, 8-hour wear, dessert-inspired packaging. Strong product with a good hook.
The problem was standing out. China's foundation market is packed. AGE 20's needed a campaign that would position this as a premium professional choice, not just another cushion compact. This is also a campaign the brand runs annually, each year building on the last. Year one had to get the identity right.
AGE 20's Little Milk Brick campaign. Product visuals, KOL content, and social assets across RedNote and Douyin.
What we did
A four-phase campaign built around one unforgettable name.
We ran a phased campaign across RedNote and Douyin with the Little Milk Brick identity at the center.
The name did a lot of the heavy lifting
We built the visual and verbal identity around it. The packaging became the hero across every piece of content. It gave consumers a name they would actually remember and use on their own.
Four phases, each with a job to do
Warm-up put the Milk Brick look across official channels. Getting people familiar. Launch shifted to real workplace settings: women at desks, in meetings, commuting. All-day coverage shown in real conditions.
Conversion activated KOLs during peak shopping windows. Recommendations landed when buying intent was highest. Sustain amplified UGC from real customers to keep the conversation alive after launch.
Each platform got different content
RedNote: detailed tutorials, before-and-after transformations. Douyin: quick workplace refreshes, professional beauty tips. Fast, visual, matched to how people actually use each platform.
HubStudio.ai kept the content pipeline moving. Product visuals, social assets, creative variations. Faster production without cutting corners on quality.
3.87M
Douyin impressions (1M target)
750K
RedNote impressions (300K target)
3.3%
ROI, above category benchmarks
4x
Over target on Douyin
The outcome
The nickname went organic. In this market, that almost never happens.
The targets all got beaten, and by a lot. RedNote hit 750,000 impressions against a 300,000 goal. Douyin reached 3.87 million impressions versus a 1 million target. ROI came in at 3.3%, above category benchmarks.
But here is what really worked. The Little Milk Brick nickname went organic. Consumers started using the name in their own posts without being asked or paid. The identity we built turned into something people just used. In a market this crowded, that almost never happens on its own.
AGE 20's went from functional beauty brand to premium professional pick. And because the campaign runs every year, what we built in year one keeps growing.
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