The Brief

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.

Describe how the promotion developed from concept to implementation

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. A 2-minute video was created to promote the book, along with digital outdoor and print. But it all began with the 'Diary', found within women's magazines as an insert.

Describe the success of the promotion with both client and consumer including some quantifiable 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%!

Explain why the method of promotion was most relevant to the product or service

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.