CHINA. LVMH-owned cosmetics brand Guerlain recently partnered with Sunrise Duty Free to promote its latest lipstick, KissKiss Matte collection, via a WeChat gamification campaign. In the latest Jing Daily WeChat case study column, our content partner analyses how the campaign exemplifies the art of audience engagement. Within ten days of its launch, the campaign attracted 8,582 page views and 10,000 players. In total, Guerlain has selected more than 300 winners.