Title | SOFTTALES |
Brand | ORANGE HOUSE |
Product / Service | HOUSEHOLD CLEANING SOLUTIONS |
Category | C02. Use of Social in a PR 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 mothers with young children. Overtime, it wants to establish its brand perception to be more than just 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. 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. The #SoftTales# Weibo account tells the story of a mother’s love for her daughter that is 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, 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. #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%.
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.
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.
#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.
With intention, Orange House wants to be known for more than just a chemical-free household cleansing solutions provider. Orange house aims to be mother’s helping hand in building family wellness as family wellness nurtures the wellness of our next generation. At the same time, the brand intends to help raise the low awareness of Attention Deficit Hyperactivity Disorder (ADHD) affects over 20 million children in China, with less than 1 percent receiving proper treatment. Hence, the opportunity here to create a conversation of a Mother's Love for her child that is diagnosed with ADHD.
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.