The Brief

Rejoice Love Mode is an app targeted to couples in love in China, and to female users of Rejoice hair care products. We encouraged couples to use the app to log their uninterrupted time together as a couple, gathering data about their love habits and actions. The functionality allowed for us to interact directly with our Love Mode users, notifying when their love is near by or when they have unlocked a reward or discount. From the user-generated data, we developed social content that was turned into Weibo and WeChat social posts. We localized the content to generate more direct engagement, rallying participation to identify the most romantic city in China. The data was leveraged to increase brand engagement and inspire real changes in relationships.

Creative Execution

First, we created a platform to collect information on love behavior in China—The Rejoice Love Mode App. We promoted the app with an online video on Weibo, Youku, QQ, WeChat, and with mobile/digital banners establishing the tension in today’s relationships and encouraging downloads. Then, using variables such as location, time and frequency, we identified the places in China with the most activity. We then translated this data into a heat map, called The Love Index, which was distributed to media outlets, KOLs and activated on social media. To inspire further participation and ignite conversations, images and data shared by couples were also used to illustrate daily trends on social platforms. Each minute spent in Love Mode gave couples access to romantic rewards and discounts. Our highest achievers were invited to a Valentine’s gala in Shanghai to see a crowd-sourced film curated using the content they shared during the campaign.

Describe the creative solution to the brief/objective.

In China, almost 57% of mobile Internet users are under 30 and 1/3 of leisure time in China is spent on mobile phones. As a brand, Rejoice encourages couples to create true connection in love with a touch of smoothness. However, increasingly real life romantic connections are getting replaced with digital distractions. Rejoice needed to connect with the time-starved, mobile obsessed youth – to nudge them out of passive participation in love, encouraging full engagement in relationships to solidify the brand’s positioning in the hearts and minds of our consumer.

Results

Campaign achieved 12 billion impressions totally. 695 million social impressions. 5.6 million social interactions with the content, including shares/comments. No.1 SOV in social, 145 index vs. previous period. 36% growth in fans on WeChat (No.1 in category) & 40% on Weibo. The campaign received attention from media and celebrities from all over China, with nearly $US11 million in added value press coverage. Over 760,000 people participated in Love Mode, which is 125% over target. In total, we accumulated over 96 million minutes spent in Love Mode. Those who experienced the Love Mode App reported real changes in their relationships: • 90% kiss/hugged more frequently. • 94% had more sex. • 81% will recommend Love Mode • 53% reduced the time they spent on phone while with their partners Shampoo and Conditioner market share up by +0.3% (significant in this mature category). Brand top of mind awareness +1 point and unaided brand awareness +0.5 points.