The Campaign

Gyno Dakarin is a product that prevents vaginitis. For over a decade, J&J had been selling it on its functional merits in China, as the subject has seldom been openly spoken about. However, sensing societal changes, they began wanting to reach their young female target on a more emotional level. A campaign was developed around a book—a personal diary, in fact. Not one written by a woman, but rather by giving a voice to a woman’s most private body part. The ‘little v diary' became a unique way to explore the vast array of woman's issues. The Diary explored the many emotions associated with the most top-of-mind topics of young women.

Success of the Campaign

Within three months after its launch, the campaign received over 5 million views on popular Chinese video sites, and nearly 9 million views and downloads on the ‘Diary’ campaign site, as well as nearly 100,000 personal comments across a variety of media.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched through the 'Diary' itself inserted into women's magazines. In addition, it was produced as a self-standing DM as well. A 2-minute video was created to promote the Diary, along with digital outdoor and print, all pushing people to read and learn about the story of 'little v'.