The Campaign

Chinese TV audiences are down 25% over 5 years, people watch more TV shows than ever, but are watching them on digital devices. In some cities, video is bigger than TV, for instance, WuHan is TV about 60% vs. video 75% and SuZhou is TV 55% vs. video 69%. This has also led to of a dramatic increase in branded content opportunities, however with constraints on number of programs this has driven a rise in the cost of branded content sponsorship on TV, further pushing brands to explore online content as an effective way of reaching and engaging their audience.

Results

Dove Guimi II campaign consists of a series of micro movies, produced by award winning Taiwanese director, Shen Ko-Shang. It drives into the emotional and sentimental definition of “nourishment” between two friends, a sisterly bond. When physically apart from each other, it is this emotional bond and communication that strengthens and nourishes the friendship. Share the best to nourish, for the mind, body and soul. From the video, Dove also extended the online video campaign to an offline promotion with Jing Dong, inviting viewers to purchase customized Dove gift sets, and give it to their best friend. Within the gift set, greetings and WeChat conversations were printed and stuffed within the packing as a surprise to the receiver. This compliments and extends the Dove Guimi II campaign to “Share the best to nourish”, emotionally appealing to the mind, body and soul. As Dove’s audience viewed the video or have received a Guimi II customized gift box, they are more willing to share the content and experience on their own social networks. This amplifies and extends Dove’s branding, communicating to a larger audience.

China's single child policy has placed even higher importance on relationship between best friends and for our female target their female friendships become more of a sisterly bond vs BFFs. It is important for them to learn new things continuously together, to strive for a better quality of living and continue to develop and strengthen existing friendships and relationships especially through social media. To reinforce Dove's positioning of care and skin nourishment, we tapped into our audience's sisterly bonds with their best friends using mobile social media and content to enhance the emotional bond between friends.

Dove's Guimi content driven activation helped drive key brand awareness and equity measures delivering an ROI of 821%. It inspired women to feel more positive about themselves and generated over 114 million video views. Selling a total of 7000 gift sets sold on Jingdong.com and increasing Dove's WeChat followers by 53%.

Dove Guimi II campaign consists of a series of micro movies, produced by award winning Taiwanese director, Shen Ko-Shang. It drives into the emotional and sentimental definition of “nourishment” between two friends, a sisterly bond. When physically apart from each other, it is this emotional bond and communication that strengthens and nourishes the friendship. Share the best to nourish, for the mind, body and soul. From the video, Dove also extended the online video campaign to an offline promotion with Jing Dong, inviting viewers to purchase customized Dove gift sets, and give it to their best friend.