Results and Effectiveness

China loved Rejoice’s message. We generated 120m engagements with our videos – streaks ahead of industry norms and P&G’s previous campaign best of 28m. Videos were watched 94m times. Twenty-six million people used the Rejoice Cupid and nearly 1 million couples were matched. We even got letters from couples saying thank you. Our activity attracted media coverage on CCTV and national satellite TV worth an estimated $600k. Awareness rose rapidly, up more than 11% after just one month of activity. Brand Equity among our target is up 7%, hitting record levels. Sales have soared and revenue is up 11% year-on-year.

Creative Execution

We gave our target the PERMISSION as well as the tools she needed to find love. Rejoice-Cupid would do all the hard work – using profile analysis and innovative facial-recognition technology to calculate the perfect match based on looks and interests. Linked to her favorite social networks, participation was easy with no need to upload additional images or information. All she had to do was click to see which of her social connections was the man for her. Rejoice became China’s soul mate selector. We encouraged our target to take action via survey results that revealed what was keeping our 27-somethings single. The top answers? Women were either too busy (88%) or too shy (90%) to find true love. Massive PR coverage combined with debate on China’s blogs and boards augmented the results of or survey, getting women to take action.

Insights, Strategy and the Idea

Tradition tells Chinese women to marry by 27, but in modern China, many women are too busy or shy to find love. The older they get, the more they’re deemed TOO old for romance. Shampoo brand Rejoice wanted to help, but its global brand promise –give women the confidence to attract any man – was a cultural no-no. In China, women who make the first move are labelled Lànjiāo (promiscuous). To express Rejoice’s message we found a different cultural belief: there is one perfect man for every woman. A woman seeking her soul mate – the person Chinese believe not only shares her interests, but looks like her too – can’t be Lànjiāo. We’d help women find their perfect match by turning China’s digital ecosystem into a giant cupid’s arrow. We’d use social profiles and media-first facial-recognition technology to create matches based on personality, hobbies, and crucially in China, looks.