Creative Execution

We record consumers real stories into a brand video, meanwhile release a grass-root song, triggering heated discussion on social media and leading consumers to nominate and reward the men with ‘man look’ with limited man look gift pack in e-commerce sites. KOL’s participation and sharing help to drive the traffic. Coming to FIFA, we cooperate with sports media to invite consumers to express their man attitude towards FIFA in slogans, among which the 5 mostly-voted slogans are printed on the man-attitude T-shirts to go with P&G bundle pack on e-commerce. And the T-shirts are made ‘hot item’ as the top commentators, players, celebs and fans share their photos of wearing them.

In 30 days, the campaign has impressed more than 15 billion people on social media, interacted with more than 1.2 million consumers. (Monitored by Admaster) On E-commerce platform, the sales of P&G male portfolio increased 236% compared with June 2013. (Provided by JD.com)

Insight: Most Chinese men who live in Tier1/2 cities are under too much pressure, feeling tired and even wanting to escape. Still, deep down in their hearts they desire to man up when needed. Strategy: We promote the concept ‘man moment, man look’ advocating P&G empowering consumers to man up whenever needed. With the concept of ‘show man look in man moments’, we advocate P&G empower consumers to man up whenever needed. We triggered heated discussions on social media and then led consumers to E-commerce, where they can nominate men with ‘man look’ and reward them with P&G man-look gift pack containing the specially designed man-look t-shirt. During FIFA period, the strategy evolves into inviting consumers to show off their man-attitude towards FIFA by voting the slogan for Man-attitude T-shirts and wearing the T-shirt watching games, therefore driving sales on e-commerce as the Man-attitude t-shirts are premiums to go with the gift packs. The Idea: Man Moment, Man Look