Results and Effectiveness

Our audience was quick to share their own connection stories. One even used Doublemint's gum messages as a marriage proposal. Short video content inspired 40,146 8 second consumer videos, or 3.7 days of Doublemint branded content, the highest ever total on the Weishi platform. Social media content created over 1.5 billion unpaid impressions, or 10 times the amount of paid impressions, nearly doubling the value of our total social media spend. We halted 11 straight months of value share losses, actually gaining 0.5% share, which is substantial in the context of an industry worth $2.8 billion annually.

Creative Execution

The overall media objective is to help consumers notice, remember and understood the FUN of gum message. First, we strategically partnered with Tencent, No.1 multi-functional digital platform in China, to ensure high coverage of the campaign. Other than that, we aimed to deliver our contents in all socializing platforms under Tencent such as Weishi, Weibo, IM, Blog etc when consumers are about to connect with people, to remind them that DM gum message help you be ready to start any encounters. The variety of these socializing platforms we chose allows us to put different formats of encounter stories such as videos (official and UGC) on Weishi, reach banners on Weibo, hotword reminding on IM, to show how fun our gum messages can be. Very important, all these platforms and formats are impacting both on PC and mobile to ensure personal messages are delivered in mobility.

Insights, Strategy and the Idea

After 11 straight months of share loss brought on by new brands and innovation entering the China gum market, we needed to give people a reason to notice Doublemint again. Our target group were familiar with Doublemint’s history of connecting people, but the brand had lost relevance in recent year. We needed to approach ‘connecting people’ in a new way. This group was more connected than any in history, but they were feeling increasingly disconnected and ill-equipped to make and keep connections due to pace of life and stress. So instead of talking about connecting, we turned every stick of Doublemint into a media space which could be used as a gesture of connection to help ease this tension in their lives.