Title | SOFTTALES |
Brand | ORANGE HOUSE |
Product / Service | HOUSEHOLD CLEANING SOLUTIONS |
Category | A06. Use of Social in a Direct Campaign |
Entrant | GREY GROUP Shanghai, CHINA |
Entrant Company | GREY GROUP Shanghai, CHINA |
Advertising Agency | GREY GROUP Shanghai, CHINA |
Production Company | NODEPLUS Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Canon Wu | Grey Group Shanghai | Chief Creative Officer |
Jonathan Lim | Grey Group Shanghai | Creative Director |
Top Yu | Grey Group Shanghai | Copywriter |
Jonathan Lim | Grey Group Shanghai | Copywriter |
Sasa Yu | Grey Group Shanghai | Art Director |
Yuki Xu | Grey Group Shanghai | Art Director |
Qili Mei | Grey Group Shanghai | Art Director |
Sasa Yu | Grey Group Shanghai | Illustrator |
Kiko Ni | Grey Group Shanghai | Social Writer |
Tina Shieh | Grey Group Shanghai | Planner |
Ray Zhang | Grey Group Shanghai | Agency Producer |
Peggy Guan | Grey Group Shanghai | Agency Producer |
Ice Wu | Grey Group Shanghai | Account Director |
Elise Wang | Mother 24/7 | Fabric Artist |
Anna Lu | Lu's Dream Factory | Fabric Artist |
Orange House positions itself to be a Mother’s helping hand in building family wellness, providing chemical-free household cleaning solutions for young mothers with children. Overtime, it wants to establish its brand perception to be more than just a chemical-free household cleaner, to gain brand loyalty among existing customers, and attract new customers. The strategy of the campaign is to create and build brand love based on its current awareness level, riding on the greatest love of all, a Mother’s Love.
By launching #SoftTales# and going social, Orange House intends to create conversations among mothers, encouraging a Mother’s Love to be shared, supported and voiced out. To cheer on a Mother’s Love that shoulders each family’s wellness, acting on its brand mission – being a mother’s helping hand. #SoftTales# was made using old fabrics, with a capful of Orange House magic, softening the hard texture of old fabrics, making them smell all-new and fresh, giving them a new lease of life. In addition, it leaves no chemical residue behind, making it is safe for children to play around with it.
#SoftTales# tells the story of a mother’s love for her daughter diagnosed with ADHD. To help cope and improve her attention span, mother (Elise) decides to sew a series of her daughter’s (Emily) favorite fairytales (Little Red Riding Hood, Cinderella and Snow White). #SoftTales# is more than a book, more than a tale; it is a book of a mother’s love, in hopes to help her daughter. The journey of #SoftTales# coming to life was posted and shared on Mummy’s Weibo. The projected response is to first generate curiosity “Why #SoftTales#?” then trigger interactions and conversations about Mother’s Love.
The #SoftTales# campaign kicked-off on China’s largest micro-blog platform Sina Weibo, to have a channel for Mother (Elise & Orange House) to share her day and interact (gather support, voice out opinions) with other mothers, leading to the topic and awareness of ADHD. #SoftTales# was not only about a mother’s love for her child, but also of mothers that support and encourages one another. The campaign generated 436,000 impressions online with zero media cost, 16,183 fans, 43% whom are mothers, 31,615 interactions and 8,368 downloads. Top of mind (ADHD) increased by 57% while brand preference increased by 34%.