Creative Execution

Based on the studies of Head & Shoulders’ target audience, we’ve chosen two hero apps, Kuwo Music and Kuwo Karoke, whose major functions are music playing and songs recording. After entering the campaign pages, users can play the soundtracks and songs from the TV series. They can also upload their own music works to the app and share them with their followers. Meanwhile, an H5 page was also designed for the campaign. We distributed the ad via an intelligent in-app ad network to engage the brand’s targeted audience. Fun and simple games on the H5 page has attracted a lot of users to participate and share. They shared the H5 page through their social network apps and invited friends and followers to join the game, so that the campaign can be spread quickly and widely.

This three-month mobile-centric campaign has integrated mobile/PC users and as well as TV audience. It effectively merged resources from all three channels and successfully conducted a well-designed cross-screen campaign. The number of originally-produced songs by mobile users was 500,000+ and they have been commented and shared for more than 21.7 million times.

The renowned hair care brand Head & Shoulders is dedicated to establish brand awareness and enhance engagement with young customers. In order to blend itself into a dynamic lifestyle, it decided to launch a cross media ad campaign that attracts target audience from mobile, PC and TV. The brand wanted to engage younger audience who are fearless and brave to pursuit their own dreams. They are open-minded and active on mobile. These young talented audiences like to share on social media as well. So Head & Shoulders sponsored the popular TV series, The Chinese Glee, encouraging young audience to pursuit their music dreams. During the broadcast, we launched a mobile-centric ad campaign to promote the show via online and offline platforms. We joined hands with two hero apps, Kuwo Music and Kuwo Karaoke which allow users to play soundtracks from the show and produce their own version of the songs. Meanwhile, we also launched the same campaign on these two apps’ websites on PC. In this cross media campaign, mobile has been used as a major carrier during the campaign, connecting audience and data from PC.