CLEAR MARS INTELLIGENCE BUREAU

TitleCLEAR MARS INTELLIGENCE BUREAU
BrandUNILEVER
Product / ServiceCLEAR
CategoryA10. Use of Brand or Product Integration into Existing Content
EntrantPHD Shanghai, CHINA
Idea Creation YOUKU TUDOU Shanghai, CHINA
Production YOUKU TUDOU Shanghai, CHINA
Media PHD Shanghai, CHINA

Credits

Name Company Position
Jerry FLFH PHD Content Manager

The Campaign

We quickly identified a show called “The Martian Intelligence Bureau” on Youku, China’s leading video platform. The online debut of the very famous TV celebrity ??, and was ranked by Youku as an A-list show of 2016, receiving massive promotional support from the video network. The show’s format was created locally rather than licensed from a global studio, creating more opportunities for brand integration. To dovetail with Chinese females’ passion for Japanese culture, we featured the new Spring Sakura variant in the show.

Creative Execution

We went as big as title sponsorship, which was the largest branded content activity in the recent Clear marcom history. A variety of executions were deployed, including around-content, in-content and beyond-content, to maximize the value of the show. Around-content: A joint logo was created to combine the Clear brand and the show, so that the brand had visibility whenever the show was promoted in mass media and social. The product pack was also included. In this way, the brand enjoyed millions of free views outside of the show itself. In-content: A variety of innovative techniques were used to help build equity of the brand in a very entertainment-focused manner that is consistent with the style of the show: (the following will be in English once they are aligned with client ) The depth of message delivery and the level of creativity led to a new standard for content integration in China

Enormous media value: - Actual media delivery of Clear advertising was +150% vs. plan; content ROI was a whopping 1,420% vs plan - The show ranked top 4 on Baidu search index, the highest among all video shows. Brand KPI rose for the first time in 3 years: - Unaided brand awareness rose from 44% before the program to 55% post program. - Brand equity rose, “more appealing than other brands” rising from 30% to 41%. - Key attribute “Is effective against dandruff” jumped from 50% to 61%; “Makes me self-assured” increased from 38% to 47%. - First time ever in 3 years that Clear brand performance among females lifted significantly, and measurement among males also enjoyed a slight increase. Business grew: - Female products market share rose to 6.4% in June from 5.7% in 2015. While male business sustained its growth. - Business expanded significantly on EC. Market share rose to 8.8% Q2 this year vs. 6.6% last year.

Effective use of entertainment content that significantly moves up equity and sales among female target for the first time in 3 years, for a brand that is perceived as “suitable for males”.

We went as big as title sponsorship, which was the largest branded content activity in the recent Clear marcom history. A variety of executions were deployed, including around-content, in-content and beyond-content, to maximize the value of the show.

Links

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