Creative Execution

Our creative video sets to resonate with young people, by filming typical scenarios at workplace in their own language. For drawing TA’s attention towards “wild” quickly, we worked with the influencer, The Fair, who first invented the term “zen-like” to declare ownership of the term and initiated a heated discussion online. The Fair alone received more than 300 thousand views and 2,500 comments. Then we brought the discussion over “zen-like vs. wild” to the next level by innovative use of influencers who are popular among youths. In less than 24 hours, 42 influencers published posts from multiple angles to join the discussion one after another, attracting public attention greatly. Weibo influencers created relevant content such as interesting emojis, customized videos, and jokes conveying brand messages to further trigger interactions, while WeChat influencers produced insightful articles to illustrate the topic comprehensively to enlarge and sustain the impact.

Within 24 hours, the campaign generated over 360 million impressions and 2 million interactions (likes, comments and reposts). The video alone was viewed over 10 million times and shared nearly 60 thousand times, with completion rate up to 92%. Our campaign successfully initiated a conversation that touches hundreds of thousands of newbies who just began their careers. They proactively shared their stories at work with us online and expressed their empathy to the brand proposition of Danone’s the Legend of Tea. Nearly 250 thousand comments were received from young people from multiple platforms. The parent brand, Danone itself also benefited from the hot topic. Weibo Index shows that attention towards Danone has increased by 680% during the campaign. Furthermore, numerous top-tier news press and marketing trade media proactively joined the discussion and published original in-depth articles.

Young people in China today tend to have a “let it be” social attitude. However, based on Mintel’s report and the research results of our focus groups, we found that youths are torn between “be themselves” and “play by the rules”. So we decided to go “wild” - leverage the exotic heritage of the Tea and build it as the tea for the “wild” which empowers newbies to bravely be themselves at work. Based on our understanding of TA’s social habits on different platforms, we created abundant fun and in-depth contents respectively on Sina weibo and Wechat in short time, spiking the discussion effectively. Moreover, considering that young people prefer to watch videos at present, we produced a video to visualize the concept of “wild” as well as seed the topic.