Results and Effectiveness

The exhibition was very well-received by visitors and passers-by. It earned 6 press reports, 4 digital magazine reports, 2M impressions on weibo, 12% market share after launch, 92% brand awareness and ranked 2nd in consumer’s ideal brands. Plus hundreds of creative ink&wash paintings on toilet paper were created.

Creative Execution

We did a bold product demonstration and made toilet paper as a canvas of ink & wash paintings. In this simple yet artistic way, we showcased that the product can withstand wetness. To further push the idea, local painters were asked to interpret subjects about “wetness”. High-traffic locations such as “SuperBrand Mall”, the biggest shopping complex in Shanghai, Guangzhou and Beijing metro stations were transformed into art galleries. We transformed boring and plain locations into exhibition areas and some of the artworks were strategically located near toilet rooms. At the exhibit, people could also try to do their own ink&wash paintings on toilet paper. This turned the product itself into the medium.

Insights, Strategy and the Idea

Mayflower, a local tissue brand in China has a new product that is stronger than most 3 ply toilet paper. They wanted to communicate its product’s powerful absorption. But being a late entry brand, they wanted to do something engaging that will stand out from the other well-known brands.