Cannes Lions

I Do anniversary TVC campaign-Courage

HIERSUN, Beijing / I DO / 2016

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Overview

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Credits

Overview

Description

In China, the mature (middle-aged) married couples do not get used to expressing their love for each other and the Anniversary celebration has not gained sufficient attentions. ‘I Do’ wish the couples could see what their partners, especially the wives, had been done for them, be grateful and then express their love and appreciation. Thus we launched “Anniversary” series, which tells a story about “Given”, about the dedication of women for their families.

Execution

1. We launched the three videos via the ‘I Do’ official online video platform on December 17, 2015

2. From December 17, 2015 to January 14, 2016, we invited the most popular Key Opinion Leaders to share the videos on their own platforms. The videos were spreading rapidly and nationally.

3. Few social topics had been generated by our audience and attracted humongous attentions. Followed by the social buzz, we launched an Html5 program on Wechat on January 17, 2016. It is an interactive program and encourages users to share among their friend circle.

Outcome

The three videos had received a large number of accomplishments.

Video Views: 20,000,000

Html 5 PV: 93,954

CPV: 3.70 RMB, equals to 0.57 USD (estimated)

CPR: 0.68 RMB, equals to 0.10 USD (estimated)

The sales of products containing diamonds up to 0.5ct have increased 1.56% after the campaign.

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