The Campaign

Inspired by the Doublemint wrapper, we unfold with an emotional love story of QQ & JJ to start a nationwide conversation. With the story, we reminded people that life’s most meaningful connections can come from simple gestures, by connecting through the iconic Doublemint wrapper. Working together with artists and celebrities, we print their artworks, inspired by their true love stories on our wrapper. This spark social conversations and people begin sharing their meaningful stories using our wrapper. Knowing that our audience is most active on digital and mobile, we gave people a chance to create their own stories through the Virtual Wrapper Gallery, an interactive H5 where these meaningful stories are hosted in a beautiful 3D environment. We brought our wrapper gallery to life in Beijing, Shanghai and Guangzhou which allowed our brand to connect with consumers on a deeper and meaningful level.

Creative Execution

To create a lasting effect on consumers, our campaign lasted for 7 months. Starting with an online video that was also used on TV to maximize reach, the online video also featured cut downs that we aired during key seasonal periods such as Valentine’s Day & Chinese New Year. Once we were generating noise around the films, we followed by launching engagement initiatives in April and May: the Virtual Wrapper Gallery and the life-size wrapper galleries. The life-size galleries were launched through event roadshows in tier one cities: Beijing, Shanghai and Guangzhou, while the Virtual Wrapper Gallery was launched as a 3D mobile experiences, allowing the whole nation to play. We promoted the Virtual Wrapper Gallery throughout key seasons like Father’s Day and Graduation, to get people engaged longer.

In just two months, our content was shared over 2 million times and our online film received more than 645 million viewership. More than 5.8 million people engaged with the brand on the Virtual Wrapper Gallery with almost 100,000 galleries were created, garnering over 501 million impressions. After the campaign launch in April and May, Doublemint manage to reverse a declining market category of negative -6.7 % to a positive +0.5% in that period, proving that Double have made more meaningful connections with the Chinese consumers.

With 6.5 million Doublemint daily, we took advantage of our iconic wrapper and turn it into a medium to build an emotional connection with our consumers, Chinese youth aged between 16 to 25 years. They are at a time in life when they feel the possibilities of ‘whom they meet and what will happen’ are endless and are open to having deeper meaning relationships. We found that in the ‘process’ of getting to know a person, they tend to be very cautious on engaging others for the fear having dead air (awkward moments) or “goose bumps” moments that causes great anxiety. Thus, they will often seek out ‘props’ to start or progress conversations. Doublemint’s wrapper gave us an immense opportunity to be the bridge of connections that help progress their relationship. We then focused on digital channels (primarily used by our audience) to vehicle the wrapper and deliver our message.