The Brief

The target was the emerging modern women of China, 18-34 years old. The strategy was to reach the target in a more emotional way than by the functional merits of the product, as had been done the previous 10 years.

Creative Execution

After so many years of conventional approaches based on product functionality, this emotional campaign that expressed this most intimate topic in such a personal way was a great path to making meaningful contact with the target. The tone and fell also fit very well with Johnson & Johnson, the parent company.

Describe the creative solution to the brief/objective.

The insight was that most women have quite a complicated 'relationship' with their most private area. From there, 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, all being brought to you through the Gyno D Diary.

Results

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%!