| Title | LIFE-SPACE SINGLES DAY E-COMMERCE CAMPAIGN |
| Brand | LIFE-SPACE |
| Product / Service | PROBIOTIC |
| Category | B03. Social for Mobile |
| Entrant | GEORGE P. JOHNSON Shanghai, CHINA |
| Idea Creation | GEORGE P. JOHNSON Shanghai, CHINA |
| Idea Creation 2 | JUXT CHINA Shanghai, CHINA |
| Media Placement | GEORGE P. JOHNSON Shanghai, CHINA |
| Media Placement 2 | JUXT CHINA Shanghai, CHINA |
| Production | GEORGE P. JOHNSON Shanghai, CHINA |
| Production 2 | JUXT CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Kestrel Lee | GPJ/JUXT China | Executive Creative Director |
| Wang Jingtao | GPJ/JUXT China | Executive Director |
| Jerry Kurniawan | GPJ/JUXT China | Creative Group Head |
| Yionna Zhong | George P Johnson/JUXT China | Account Manager |
| Chloe Li | George P Johnson/JUXT China | Senior Copywriter |
| Doris Zhan | George P Johnson/JUXT China | Senior Art Director |
| Amanda Hao | George P Johnson/JUXT China | Senior Copywriter |
| Johnny Tu | George P Johnson/JUXT China | Senior Art Director |
| Wenny Wang | George P Johnson/JUXT China | Copywriter |
| Costa Zhu | George P Johnson/JUXT China | Creative Technologist |
Helping mothers get their babies to sleep earlier so they can enjoy online shopping during Singles Day.
We created a social-digital campaign on Weibo and WeChat platforms. 30 days before the Singles Day, we launched a series of animated posters on Life-Space Weibo to educate moms with tricks to help their babies sleep early. And a week before Singles Day, we launched a customised chatbot app on Life-Space Weibo, the Emojis For Lullabies. Through this chatbot app, mothers are able to send an emoji of their baby's current emotion and receive a short lullaby that will help to put babies to sleep.
The result is: An increase of 29.48% in total sales volume 5,300 pre-orders during the sales activities Data Source: Weibo, BBS, WeChat and Blog. Data period: Nov. 2016
Our insight is that mums are more active when looking for Single Day offers on Tmall at night, instead of in the day as they have to wait after work and their babies to fall asleep before they can shop online. To help with their problem, Life-Space created a fun social-digital campaign helping mothers get their babies to sleep earlier so that they have more time to shop online during Singles Day.