I DO ANNIVERSARY

TitleI DO ANNIVERSARY
BrandI DO
Product / ServiceJEWELRY
CategoryA02. Durable Consumer Goods
EntrantHENGXIN XILI INDUSTRIAL LIMITED BY SHARE Beijing, CHINA
Idea Creation OGILVY & MATHER BEIJING, CHINA

Credits

Name Company Position
Kin Chong Ogilvy & Mather Advertising Executive Creative Director

The Campaign

In China, the mature (middle-aged) married couples do not get used to expressing their love for each other and the Anniversary celebration has not gained sufficient attentions. ‘I Do’ wish the couples could see what their partners, especially the wives, had been done for them, be grateful and then express their love and appreciation. Thus we launched “Anniversary” series, which tells a story about “Given”, about the dedication of women for their families.

Creative Execution

1. We launched the three videos via the ‘I Do’ official online video platform on December 17, 2015 2. From December 17, 2015 to January 14, 2016, we invited the most popular Key Opinion Leaders to share the videos on their own platforms. The videos were spreading rapidly and nationally. 3. Few social topics had been generated by our audience and attracted humongous attentions. Followed by the social buzz, we launched an Html5 program on Wechat on January 17, 2016. It is an interactive program and encourages users to share among their friend circle.

The three videos had received a large number of accomplishments. Video Views: 20,000,000 Html 5 PV: 93,954 CPV: 3.70 RMB, equals to 0.57 USD (estimated) CPR: 0.68 RMB, equals to 0.10 USD (estimated) The sales of products containing diamonds up to 0.5ct have increased 1.56% after the campaign.

Three branding videos (named as Courage, Dream and Youth) had been launched online. To target the 30-45 years old married couples, we utilized the online social platforms: Weibo (Chinese Twitter) and Wechat (Chinese What’s app + Instagram), their preferred social channels to connect with them. The “Courage” video tells the story of women who had given birth are hiding their belly from the camera. In the video, they finally explained the reason: because their belly is scared and full of stretch marks. The hurt of giving birth and disfigured belly is a huge challenge in a woman’s life but they said, I am proud to be a mother and will never regret. The “Youth” video tells the story of inviting the husbands to watch a short film of their wives trying to restore their memories. The wives are wearing the same clothes and posting as what they had done 30 years

Links

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