Title | DIARY |
Brand | JOHNSON & JOHNSON |
Product / Service | GYNO D |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company: | OGILVY BEIJING, CHINA |
Advertising Agency: | OGILVY BEIJING, CHINA |
Name | Company | Position |
---|---|---|
Li Dong | Ogilvy Beijing | Executive Creative Director |
Li Dong | Ogilvy Beijing | Copywriter |
Lu Genyi/Wang Heshui/Qiao Jun | Ogilvy Beijing | Art Director |
Wang Haixing | Ogilvy Beijing | Agency Producer |
Doug Schiff | Ogilvy Beijing | Executive Creative Director |
David Gaddie | The Colony | Director |
Shu Chou | Director Of Photography | |
Colin Lai | Producer | |
Afterparty | Post Production | |
Jenya James | Post Producer | |
Nylon Studios | Sound Design | |
Catherine Guo/Nell Hu/Herman Gao/Annie Zhang | Account Team | |
The Colony/The Shanghai Job | Production Company |
Gyno Dakarin is a product that prevents vaginitis. 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. However, sensing societal changes, they began wanting to reach their young female target on a more emotional level. 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.
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 campaign was launched through the 'Diary' itself inserted into women's magazines. In addition, it was produced as a self-standing DM as well. A 2-minute video was created to promote the Diary, along with digital outdoor and print, all pushing people to read and learn about the story of 'little v'.