Why is this work relevant for Entertainment?

In China, the snack category is highly saturated. A brand trying to enter such a market with a typical, product focussed ad would face a near impossible task to stand out. However, love stories are hugely popular in China. So we decided not to create an ad, but an actual 15 min short film about different type of love, and how the values of the brand can bring people together.

Background

Julie's had a minimal presence in the heavily saturated snack category in China. Looking to break in, we needed to find a way to stand out. Our client felt that the Chinese market's penchant for love stories provided us with an opportunity to launch Julie's in an unconventional way. The overall objective was to create greater awareness of the brand and its values.

Describe the creative idea

The Translator is the story of a man who excels at helping others communicate, but lacks every social skill imaginable in his personal life. In fact, his most meaningful relationship is with his pet Parrot, White. His latest project, being the on-set translator for a biscuit commercial, triggers a set of circumstances that will take Jonathan on a journey of self discovery that culminates ultimately in him learning about what makes us truly human: the need to love and be loved.

Describe the strategy

With singlehood growing in China, the debate about finding love is only getting more heated. Julie’s decided to enter the debate with The Translator, a story of a man who excels at helping others communicate, but lacks every social skill imaginable in his personal life. In fact, his most meaningful relationship is with his pet Parrot, White. We felt that a story centred around an unusual lead character, representative of the everyman, would actually resonate deeply with a large portion of the market.

Describe the execution

The film was launched on 20 May 2019 on Weibo, Youtube and Facebook. Engaged 28 KOLs across China to help promote the campaign.

Describe the outcome

7.4 Million video views through Weibo and WeChat KOLs. The overall campaign, which included the film, achieved a maximum reach of 48,614,000 fans and 13,041,472 engaging interactions including video views, comments, forwards and likes on various Chinese platforms such as Weibo, WeChat and Douyin.