The Campaign

How does a shampoo product heat up its connections with customers? Love is the answer, as People’s Brand Rejoice – known as the “love brand” -- created a romantic campaign around Valentine’s Day that gave 4 million Chinese consumers the most memorable gift ever and established a tight bond between them and the brand. On February 14, 2012, Rejoice, which is positioned as brand symbolizing love -- helped the whole of China fall in love, and what could top that aspiration as the most powerful purpose and promotional platform? The guiding insight behind the campaign was this: everyone wants to say ‘I Love You’ to a special person in a special way, but this is never easy. So on Valentine’s Day, Rejoice gave consumers an extraordinary way to express their love. 80 mage LED boards across China drove people to the site www.5201314.com.cn (which means I love you forever in Chinese). Through this site, every person in China was given the chance to create a special love message to be broadcast on Valentine’s Day. The campaign was supported by social and traditional media to maximize consumer participation and interaction, as well as create a huge buzz in town.

The Brief

Capture the hearts and minds of China Valentines around and on February 14, 2012, to enrich and extend Rejoice’s love equity, and strengthen the emotional bond with target consumers. Supporting PR objectives: - Make the Rejoice V-day campaign the talk of town - Amplify campaign idea on digital and social platforms to drive engagement - Drive national headline across key media titles

Results

E-Commerce shipments of product increased during the campaign, which catapulted the brand to P&G’s circle of half-billion dollar brands. Rejoice had the No.1 SOV among its competitive set and the category during the campaign month.(Total earned SOV index 1153% vs. Lux 357%, 357% vs. Syoss, 5846% vs. Bawang). The campaign secured 666 stories and 2.5 billion impressions for an advertising value of $5,512,977 and an 30.6 ROI, the highest in P2Y. Successfully dominated Weibo hot topics ranking on Sina.com @ Valentine’s, generating 461,244 tagged posts of #Rejoice V-Day# and generating 80,681,953 iWOM impressions. A total of 110,000 consumer generated love stories were shared and promoted from January 1 to February 14, which truly enhanced the brand’s love positioning among China consumers.

Execution

• Win in Love: Rejoice staged V-Day launch event based on a true love story found on www.5201314.com.cn. New ambassador actress YM appeared for the first time with her newly announced boyfriend actor LKW, to talk about their romance as the backdrop for the brand’s Valentine’s Day campaign. • Win in SOV: Developed integrated communication program that promoted the campaign and assets through new and traditional channels. The brand successfully engaged three celebrity ambassadors -- LZX, ZKX and HXM -- and three beauty KOLs as spokespersons to appear in videos posted online and for entertainment and style television and print. • Win in Social, Digital: Campaign site (www.5201314.com.cn) + Weibo + video portals + online portals + Mega outdoor LED = a compelling multi-digital platform that drove buzz and engagement. The first ever outdoor mage LED live Weibo interaction @ main commerce center also helped to create exposure for and conversation.

The Situation

Since entering the China market 23 years ago, Rejoice has become the most beloved hair care brand, enjoying huge sales volume and regarded as the People’s Brand among consumers. With its trademark as love, the shampoo focuses on strengthening its emotional bond with consumers as a core marketing platform. With Valentine’s Day as the most romantic love-oriented day in the year, Rejoice aimed to “own” the occasion and use it as an unrivaled opportunity to further its love equity and secure loyal consumers.

The Strategy

• Win in Love. Fully leverage the strongest emotion – Love -- to own Valentine’s Day • Win in SOV. Develop an integrated media communication plan to create synergy among multi-media platforms to broaden awareness and create buzz and impact • Win in Digital, Social. Build digital-led communication programs and synergy across various platforms to broaden the social impact for the campaign and drive engagement