The Brief

Relaunch Dumin headache reliever brand and increase its brand-awareness from almost 0%.

Creative Execution

Social networking is booming, so we make use of the opportunity to get as many people to befriend Ririn Dumin, get them to talk about her, thus indirectly mention the Dumin brand each time.

Describe the creative solution to the brief/objective.

Create a real character named Ririn, and attach Dumin as her surname. Then we cast her in a series of interesting stories and post it in YouTube, and let people interact with her through social networks, e-mail, even phone.

Results

Within days of her 'launch', Ririn Dumin has gathered over 5,700 friends and 4,500 fans in Facebook, received over 11,400 e-mails and 63,000 visits in her blog, with over 86,000 views in YouTube, and got over 530,000 searches through google, and the number is still counting... Dumin brand-awareness is increased by 48%.