The Campaign

Younger women in China crave romance and love, they want to meet the man of their dreams; and if they do meet him, they want to tell the world! However, their hair has to be smooth and fresh enough for them to have the confidence for this special someone to touch it. To give our audience the confidence to be close to someone and the chance to live out this dream, we decided to use one of the most popular smartphone features in China; video calling/facetime. We created an interactive webpage and partnered with one of China’s most popular young heartthrobs, William Chen. At this page, visitors could experience a simulated video call with William where they could choose from a choice of intimate moments; as if they were having a video call with William himself. The target audience could then share their call featuring them, amongst their social followers.

Creative Execution

This campaign centered around the build up to Chinese Valentine’s Day so it was essential we made as much impact as possible in such a limited space of time. To do this we began with a video of the potential intimate moment with William Chen going out as the first iVideo spot that our target audience would have seen. We owned the first pre-roll in all key video sites the day before Chinese Valentine’s Day, so that we could create huge, rapid, reach (67%) amongst younger women. For this campaign to really succeed though we had to win in social so 60% of our investment went across social channels, focusing on Wechat and Sina Weibo. Here younger women could find the video, interact with it and also, most importantly share their experience using the now updated for Rejoice hashtag; ‘Mo mo da’.

- Stock sold out in half the planned for time (12 hours rather than 24) - E-commerce sales were 5 times target - The H5 facetime page received 5.1 million page views - 13 million people engaged on social media - The updated hashtag achieved no.1 ranking on Sina Weibo, China’s biggest microblogging site (like Twitter)

All too often, the way a consumer will see or experience a branded message is decided secondary to the creative idea. Not for this campaign however, here the media placement and format were central to the positive brand experience. To meet the challenge of engaging younger women we decided to hijack their most prized possession, their smartphone; by using the video call function. Without this approach, the creative idea simply wouldn't have worked as we needed consumers to be able to not simply view the message but actually interact with the content and then share their positive experience.

Insights, Strategy and the Idea

At the heart of this campaign was the idea of intimate moments, so we wanted to give our audience an experience that was personal but also shareable. Our audience spend their lives on social media, indeed it is here that they are most likely to meet the man of their dreams. We therefore made this campaign social first, focusing on the build-up to Chinese Valentine’s day, taking advantage of the natural buzz this day produces. Not only this, we also turned a frequently used Chinese social media term for Valentine’s Day to our advantage. Mo mo da (???) usually means ‘blowing kisses’. For this campaign we successfully turned it in to Mo mo da ( ???)with the same pronunciation but now meaning ‘having an intimate moment by touching hair’. An intimate experience combined with natural buzz would be our match made in heaven.