The Campaign

We proposed the idea of “You're not what you're born with”, an attitudinal manifesto that directly expresses one’s right to beyond inborn limits and change his life. The slogan has given Gmei Application a new brand personality: it’s a brand with attitude, caring and encouraging consumers to bravely change inborn appearance and current life instead of yielding to the reality, which endowed consumers with positive energy of “changing better”.

Creative Execution

Implementation As to the designing of online video, we chose to disclose the social realities and dissect the real desires of urban women by representing major issues a woman may face, such as love, house, career, family and social activity. Besides, we selected the “Shaking Shot”pic-style to match each paragraph of sharp words. We invited Japanese director and photographer with the experience of this style to join in the production. Timeline Creative Script: Mar 24th- Apr. 6th Shooting: Apr 17th -29th Launch: May 17th Social Execution: May 17th -20th

The online of video gained explosive responses and triggered a heated discussion on “desire and humanity” in MicroBlog and WeChat. The consumers held two clearly divided attitudes, some even expressed fierce comments: touched ones felt “heart-stabbed”and “mind-shocked”, while disagreed ones remarked “ Incorrect Three Essential Views” most frequently. After the online of TVC, “You're not what you're born with” and many other sharp sayings became fixed expressions. “changing power” began to take root in consumer’s mind. Numbers: Video Views : 8.49 million ( online for 1 week) Impressions in MicroBlog and WeChat: over 21.79 million (online for 1 week, the total view times in MicroBlog and WeChat)

Target Audience Female, age 25-30, in China’s first and second tiered cities Great consuming capacity Pursuing beauty and happiness By focus group interviewing, we found our target audience are ordinary girls and women. They have the simple and ordinary desires in life, nothing special from other women. They are not like the tags on plastic surgery users as “fake”, “vain”, “false” or “artificial”. On the contrary, they know more about themselves, and have more courage. Strategy Declare the attitude and the right to change one’s own life of ordinary people. Approach Launch online video with controversial topic on Wechat and Weibo, the biggest social platforms in China.