Results and Effectiveness

Within one day of the campaign starting, Whisper sold 14,400 packs, breaking all P&G Taobao one-day sales records! Product shipments increased 20% YoY. E-commerce became Whisper’s #1 customer, growing sales by 1181 index. Taboo to trendy - Audience engagement surpassed expectations, over-delivering by 22%. • 11,200,000 unique visitors, with record-high participation of 21,848 Pajamas in 4 months. • 6.1MM unique visitors to the QQ and Tudou minisites, with 40M QQ friends invited in • Whisper became the hottest topic on Sina Weibo in October, recruiting 3,804 fans in two months. Now those results can make you rest easy!

Creative Execution

“Design your own Pajamas” is a simple idea - With our product, you can wear your favorite pajamas without worrying about leakage and sleep well all night. So much so that we will help you design your own pajamas on our website. To feed her 24/7 desire for fun, we brought the “Pajama” design to where she’s looking, listening and talking with her friends: • Her conversations: QQ social networking tailor-made profiles and minisite plus Sina Weibo micro-blog to talk directly to her about the pajama design contest and Whisper’s product superiority Plus we needed to create the kind of content she would want to seek out: • Her entertainment: Whisper-owned branded “TV drama theatre” on the popular video site Tudou to drive awareness. • Her search for social ‘currency’: Targeted placements and embedded content in SNS RenRen and Youku video site to drive connectivity from one girl to another.

Insights, Strategy and the Idea

Whisper China faced many challenges, not the least being that FemCare is not something people usually talk about. While the market leader, Whisper began to suffer from lack of belief in its superiority. As local brands improved, Whisper needed to showcase its own innovation as well as an understanding of what consumers really wanted. To do this, we started with a simple insight-When on their period, women experience an uncomfortable and irregular sleep. They are worried about leakage at night, causing anxiety and restlessness. This often means they will not wear their favourite bedclothes for fear of ruining them. It’s safe to say that reassuring them of superior protection is a most important, unmet need. Combining with their ‘screen-ager’ life – 24/7 connectivity with friends and desire for content - we created a “design your own pajama” competition. Communicating superior protection in a tangible way they can relate to.