The Campaign

Orange House positions itself to be a Mother’s helping hand in building family wellness, providing chemical-free household cleaning solutions for mothers with young children. Overtime, it wants to establish its brand perception to be more than just chemical-free household cleaner. 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. 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 and interact (gather support, voice out opinions) with other mothers. It tells the story of a mother’s love for her daughter that is diagnosed with ADHD. To help improve her attention span, mother (Elise) decides to sew a series of her daughter’s (Emily) favorite fairytales (Little Red Riding Hood, Cinderella, Snow White). #SoftTales# was made using old fabrics, and a capful of Orange House magic, softening the old fabrics hard texture, making them smell all-new and fresh, giving them a new lease of life. 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%.

The Brief

Orange House believes that a Mother’s Love can inspire family wellness to its consumers. To build a relationship and start a conversation with consumers, we created #SoftTales# on Weibo, where the brand intends to inspire and share a story of a Mother’s Love. By building an emotional connection with mothers, Orange House intends to empower and encourage mothers to share their experiences and learning stories with one another. At the same time, the goal of the campaign was also to help raise the low awareness of Attention Deficit Hyperactivity Disorder (ADHD) in China.

Creative Execution

#SoftTales# kicked-off on China’s largest micro-blog platform Sina Weibo, a channel for Mother (Elise & Orange House) to share and interact (gather support, voice out opinions) with other mothers. The #SoftTales# Weibo account tells the story of a mother’s love for her daughter that is diagnosed with ADHD. To help improve her attention span, mother (Elise) decides to sew her daughter’s (Emily) favorite fairytales (Little Red Riding Hood, Cinderella, Snow White). #SoftTales# was made using old fabrics, and a capful of Orange House magic, softening the old fabrics hard texture, making them smell all-new and fresh, giving them a new lease of life. The journey of how #SoftTales# came to life was posted and shared on Elise’s Weibo. Audience could follow, interact with Elise during the weaving process. And with the help of a friend, #SoftTales# was also made downloadable on iPad or computers for all mummies too.

The #SoftTales# 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%. It also attracted attention and coverage from various online media in China.

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. The insight is that being a mother is a 24/7 never resting job where she is always seeking solutions to build wellness of her family. Orange House sets to provide family wellness, and eventually aspiring to be the mother’s helping hand. By launching #SoftTales# and going social, the aim was to first generate curiosity about “Why #SoftTales#?” and then trigger interactions and conversations about Mother’s Love. And finally, creating a conversation around the topic and awareness of ADHD.