The Campaign

"Vitalizing the creators of good life" as our creative core idea, we want to encourage our consumers who always have both working and being mom roles in their daily life to purchase good life and save little space for themselves. Zespri, with rich nutrients and high quality, not only helps with their physical health but also an uplifting state of mind.

Execution

1. From August 21st to August 27th, with the help of Sina press, we got social attention to working mothers by releasing the first white paper focusing on the status of working mothers; 2. From August 29th to September 8th, we released a video about the personal experience of a star mother and two ordinary mothers on online media platforms such as Baby Tree, NetEase, Sina and Sinaweibo. The stress and unease of working mothers were truly reflected in this video. Finally we found that people around working mothers generally have much higher evaluation than the self-evaluation of those working mothers.

400 million+ impressions 1.6 million+ unique visitors 32% of the target consumer population in 14 China markets 89 million+ video viewership 80+ earned free media, equals to 5 million+ earned media value 63% YOY sales growth vs. 2016 6% increase of brand preference 11% increase of active recommendation

The Strategy

Research showed most Chinese working moms have astonishingly low judgement about their performance towards balancing work and taking care of family while the society seems lack of recognition of working moms' contribution. In order to build a resonating emotional bond with our TA (25-45, working moms, high income), we decide to release a working mom report and videos to arouse societal awareness. For media amplification, we choose to work with press and targeted media platforms based on TA's media consumption behaviors to maximize the influence.