SOFTTALES

TitleSOFTTALES
BrandORANGE HOUSE
Product / ServiceHOUSEHOLD CLEANING SOLUTIONS
CategoryA06. Use of Social in a Direct Campaign
EntrantGREY GROUP Shanghai, CHINA
Entrant Company GREY GROUP Shanghai, CHINA
Advertising Agency GREY GROUP Shanghai, CHINA
Production Company NODEPLUS Shanghai, CHINA

Credits

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

#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.

Results

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%.