SOFY DREAM BUREAU

TitleSOFY DREAM BUREAU
BrandSOFY (UNICHARM)
Product / ServiceSOFY NIGHT USE PAD
CategoryA02. Other FMCG
EntrantWUNDERMAN THOMPSON Shanghai, CHINA
Idea Creation WUNDERMAN THOMPSON Shanghai, CHINA

Credits

Name Company Position
Henry Soon Wunderman Thompson Shanghai Group Creative Director
Phyllis Fu Wunderman Thompson Shanghai Creative Group Head
Bling Pang Wunderman Thompson Shanghai Junior Copywriter
Lynda Xu Wunderman Thompson Shanghai Business Director
Daisy Wang Wunderman Thompson Shanghai Associate Account Director
Regina Xu Wunderman Thompson Shanghai Account Executive

Background

Sofy Night Use Pad is a popular product range in the feminine care / night usage category in China. As market leader, Sofy is always looking to provide better products for it’s customer. So for 2019, the brand introduce an improved version of the Sofy Night Use Pad range which provides even more protection and absorption to the user, ensuring an even more comfortable and stress-free sleep. The brief was to raise awareness for the the range during the Women’s Day E-Commerce event on Taobao and create opportunities for the brand to gain followers for their WeChat official account. And also the brand wants to sell out it’s special gift sets that is specially created for the event to create initial awareness and word-of-mouth and generate positive feedback from the campaign.

Describe the creative idea

The idea was to create the Sofy Dream Bureau, a sleep analyzer web app that collect and analyze data associated with a user’s sleep quality into an easy-to-understand visualization. Each visualization is accompanied with advices on sleeping well that are tailored to each user along with details on the product range and their benefit in improving the user’s sleep during her period. Designed as a special ‘department’ led by the brand’s mascot, Susu, the app resides within the brand’s WeChat official account and is accessible across the different mobile platforms as a long term digital experience.

Describe the strategy

So for an event centered around pampering women, we wanted to build and expand on the product benefit of helping women have comfortable, stress-free sleep so that they are always well rested and in the best of condition the next day. As a web-based app, the Bureau is able to live beyond a single campaign cycle and become a long term engagement tool on social. The web-based nature also allow the Bureau to be embedded within various apps (e.g. Netease Music) popular with our audience, reaching a wider audience without the need for re-direction.

Describe the execution

Using HTML5, the Bureau utilizes the phone’s accelerometer and microphone to capture and analyze data like intensity of movement, duration between sleep cycle and other information overnight. Then transposing it into an easy-to-understand visualization that reveal the sleep quality of the user. Hosted in WeChat and embedded in the various relevant media buy, the Bureau is accessible during the whole campaign period with social media topics and influencers sharing the app. Media buy and influencer choices ranges from health categories to youth oriented platforms (e.g. Netease Music) providing different angles in reaching our audience. The campaign culminate on the event day, with a special gift set that includes the products and a night projection lamp consisting of the user’s sleep visualization.

List the results

Using HTML5, the Bureau utilizes the phone’s accelerometer and microphone to capture and analyze data like intensity of movement, duration between sleep cycle and other information overnight. Then transposing it into an easy-to-understand visualization that reveal the sleep quality of the user. Hosted in WeChat and embedded in the various relevant media buy, the Bureau is accessible during the whole campaign period with social media topics and influencers sharing the app. Media buy and influencer choices ranges from health categories to youth oriented platforms (e.g. Netease Music) providing different angles in reaching our audience. The campaign culminate on the event day, with a special gift set that includes the products and a night projection lamp consisting of the user’s sleep visualization.

Links

Website URL