Sephora lets friends remind each other to put on their facial masks via a “morning call” that you can send to one another. Audiences are engaged with China’s most popular chat platform, WeChat. We published the HTML5 link on our own FeedAd. Upon clicking, an interface identical to Facetime’s pops up on your phone, looking as if someone is calling you on FaceTime. The caller invites you to pick up the “Morning Call“ (which in written chinese represents a dual meaning, “膜力” means “Beauty Call”).Pick up the ringing call, and a series of people in different facial masks will remind you to put on yours too. The call ends with a button on the page where you can send a morning beauty call to a friend too.