Creative Execution

We first developed an online video on “phubbing”, encouraging downloads of the Love Mode app. The video and campaign content was distributed on Weibo, Youku, QQ, WeChat, and supported with digital/mobile banners. The app allowed couples to pair phones, blocking calls and messages. Using location-based technology, the app signaled when lovers were physically close. Furthermore, it documented time spent in “Love Mode”, collecting data and encouraging couples to share. Using the data, we created engaging content for social media and KOLs to fuel further conversation. Our Love Index allowed users to see the most romantic cities and locations in China.

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.

Rejoice is the brand that encourages couples to create true love connections. However, increasingly real-life romantic connections for younger couples are being replaced with mobile distractions. Rejoice needed to connect with the time-starved, mobile obsessed youth – to nudge them out of passive participation in love, encouraging full engagement to solidify the brand’s positioning in the hearts and minds of our consumer. The idea: To use the same technology that separates couples, to unite them. Your phone has a plane mode and a silent mode. With Rejoice, it now has a Love Mode. The app creates moments of intimacy where smoothness/connectivity can be enjoyed without interruption, while collecting data to fuel social conversations. Rejoice has been a top-selling hair care brand in China for 20+ years. As the brand has matured, it has started to lose relevance amongst the younger group of 18-24. In China, almost 57% of mobile Internet users are >30, and 1/3 of leisure time is spent on mobile.