Creative Execution

1. Mobile Html 5 application on Wechat: consumers can easily write, compose and send their own home letters to their parents. They could choose from 24 intricate Chinese paper cut-out with famous stories reflecting the spirit of filial piety, type in what they want to tell their love ones. Once published, they had a chance to win e-commerce coupons to purchase PCH products. 2.Precision targeting: consumer behavior data analysis to identify those who are “family caring”. And deliver ads to the right people through DSP to mobile and ads on Wechat.3. Other light mobile interaction to deliver coupons.

• 2M+ digital buzz generated; + 111% higher than last year • 5.4% participating rate; + 24% higher than last year • 32K+ new leads* • Sales $ / UV : RMB 1.2 ; 14 times than last year

Chinese New Year is the most important festival in China. As the category leader, how can Pfizer connect the healthcare product and Chinese New Year to capture the huge business opportunity to increase brand preference, recruit new users and drive E-C conversion rate? People written formality custom letter traditionally to their parents as a form of filial piety when they are far from home during the festival. And we found that during CNY period, 62% of consumers use mobile device to access internet. Therefore, we launched a campaign ‘Let your home letters fly home’ on Wechat, China's largest mobile social platform to encourage people send their own greeting e-letter to parents. People would have a chance to win e-commerce coupons to purchase our products after sharing.