The Campaign

Branded Entertainment is just beginning to become well-used in China where this film was used. In China, there are fairly strict censorship laws, restricting any kind of entertainment that doesn't follow the guidelines of the state in terms of violence, sexual promiscuity, or events or conduct that would seem detrimental to society. This is, of course, why most of the programming in China, branded or otherwise, tends to be on the bland side.

Results

Gyno Dakarin is a product that prevents vaginitis. And 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. But sensing societal changes, they began wanting to reach their young female target on a more emotional level. So the objective was to try to create a promotional campaign that spoke to the target in a new way and have Gyno D speak to women in a way a product in this category hadn't before in China. It was very relevant as it all began with the insight that most women have quite a complicated ‘relationship’ with their most private area. From there this voice came right out of the insight, and the campaign was developed. The campaign looked at the big societal changes and built an innovative, fresh campaign with both the changes and women's issues at its core. After the book came out, as both an insert and a DM, print and outdoor and TVC were used to use all the various touchpoints possible to support the core idea.

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. So while it began as a book, both inserted into woman's popular magazines and as a DM piece, it was supported by print, outdoor (including digital OOH), and TVC, as well as online video.

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. The term “little v” even became a favorite way among young Chinese women to refer to their private area. This campaign also raised top of mind brand awareness 54%, increased the PI by 59%, while increasing brand preference a phenomenal 81%!