CHANGE YOUR APPROACH, NOT YOUR DREAMS

TitleCHANGE YOUR APPROACH, NOT YOUR DREAMS
BrandP&G REJOICE
Product / ServiceSHAMPOO
CategoryA02. Other FMCG
EntrantSAATCHI & SAATCHI Shanghai, CHINA
Idea Creation SAATCHI & SAATCHI Shanghai, CHINA
Media Placement MEDIACOM CHINA Guangzhou, CHINA
Production ID CREATIONS Shanghai, CHINA

Credits

Name Company Position
Shantanu Shantanu P&G China Brand Manager
Zhu Weicheng P&G China Assistant Brand Manager
Yan Haidong P&G China Assistant Brand Manager
Maggie Liu P&G China Brand Manager
Sun Kai P&G China Assistant Brand Manager
Louise Wing Saatchi & Saatchi Shanghai General Manager
Joyce Chen Saatchi & Saatchi Group Account Director
Tammy Tan Saatchi & Saatchi Shanghai Account Director
Ada Da Saatchi & Saatchi Shanghai Account Executive
Doris Ou Saatchi & Saatchi Guangzhou Account Manager
Ida Li Saatchi & Saatchi Shanghai Head of Planning
Sarah Chen Saatchi & Saatchi Shanghai Planning Director
Allen Zhang Saatchi & Saatchi Shanghai Digital Planner
Yoko Yang Saatchi & Saatchi Shanghai Planner
Jazzy Chan Saatchi & Saatchi Shanghai Group Creative Director
Andy Nai Saatchi & Saatchi Shanghai Creative Director
Zhao Chanfron Saatchi & Saatchi Shanghai Associate Creative Director
Wong Shimin Saatchi & Saatchi Shanghai Senior Account Director
Kevin Chiu Saatchi & Saatchi Shanghai Executive Creative Director

Creative Execution

We created a video to tell the story of a girl whose dream was to be a singer against her dad’s objections. To spark discussion, we posed a question to Chinese netizens on Weibo to ask if they would choose to listen to their parents, or pursue their dreams. This was posted on Weibo along with a teaser video, and celebrities and KOLs were invited to participate in the discussion to generate social buzz. Later, we released the full-length video that revealed how our protagonist achieved her goal by using a softer approach. XinShixiang served to collect numerous consumer stories on father-daughter conflicts. The collaboration garnered more than 2,800 stories, and the best thirteen were shared, which resulted in another 540,000 views. On Father’s Day, we released a HTML on WeChat for generating magazine covers from father-daughter photos, and enlisted 47 other brands’ help to spread our campaign on Social.

After 2 weeks, the campaign garnered 234 million impressions and total video views was close to 69 million, with over 1.85 million engagement including likes, shares and comment. Engagement rate was 2.69% which was close to three times the average. Our campaign’s Weibo topic #Be A Ling Dong Girl# made it to the top of Weibo’s Super Creative Charts in 24 hours and even stayed within the top 5 ranks weeks after the campaign. Weibo keywork index for Rejoice increased over 400% during the campaign period, surpassing other big brands like Head & Shoulders, Pantene and SKII. Sentiments were over 99% positive. Best of all, the campaign garnered thousands of heartwarming consumer stories that could be used in the next phase of our campaign.

According to a recent Tencent Social Report 52% of all millennials block their parents from their Wechat Moments (akin to Facebook), while 63% of them don’t want to deal with unnecessary worries (resultant interventions) from their parents. These statistics are evidence of millennial women’s struggles in coping with stifling parental expectations. To speak to this group of women with regard to their relationships with their dads, we selected Xin Shixiang, a famous WeChat opinion leader with 3 million fans (70% female, aged 18-25). It publishes stories that are emotionally therapeutic. This was supplemented by activities on WeChat and Weibo that helped to publicize our topic. To bring our campaign to life, we identified scenarios wherein daughters would most likely get into head-on conflicts with their fathers, and used these as critical moments for igniting rich social discussions. The relatively uneventful Father’s Day was the perfect window for our campaign launch.

Links

Social Media URL   |   Video URL