The Campaign

Procter and Gamble China's Rejoice haircare brand is all about smooth, beautiful hair. However, many brands were starting to say the same thing. Rejoice needed to find a way to own a sense of superiority in consumers' eyes, when the product had nothing new to say it for them. The trick would be getting Rejoice’s consumer to care. Her hair care routine is simple, something she does not worry about or prioritize. She is practical; she finds her happiness in everyday victories. So, we needed to create that happiness, a unique experience that touched her mind and heart. We focused on the biggest day of a woman's life, when perfect hair is a must – her wedding. Not just any wedding, a mass wedding! Rejoice's wedding event would be a real-life love story, providing the ultimate superior hair demonstration. If Rejoice excelled here, think of what it could do everyday.

Success of the Campaign

One million+ unique visitors and five million page views to a specially-created Rejoice mini-site. One million+ attendance to the Wedding road-show – culminating in a “wedding party” of 200 lucky Rejoice brides and grooms. 120 million viewers for Rejoice Love Journey – becoming the second highest-rated Chinese TV program at that time. Making the biggest PR event in P&G China’s history, with paid/free coverage generating a 300+ ROI index. …and a brand to fall in love with. A wedding loved by all – with record Rejoice July-September volume and awareness surpassing category norms by +7-12 points.

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

Rejoice's Love Journey began with an attention-grabbing story: Zhixiang Luo, Rejoice's spokesperson and a well-known Chinese celebrity, was "going to get married". Magazines and Online forums touted the "nuptial news". Out-of-Home and Online Videos told of how they caught each other's eye – with the bride-to-be's beautiful Rejoice hair – in the "Making of the Wedding". We invited all China to join the celebration – with the biggest wedding event seen. TV and Magazine ads encouraged women to nominate themselves for a chance to have their wedding vows at Rejoice's Grand Wedding event in Shanghai. 100 finalist couples would be chosen to get married, with Luo in attendance - televised in an industry-first. Women vied for a fast pass to the Wedding during a 10 city road-show, attracting 1MM+ consumers. In "China first", women registered online for chances to participate. Final voting took place online and choosing the top couples.