Online was a key touchpoint to deliver interactive and in-depth education about Marvelon. The Marvelon Healthy Contraceptive Centre (HCC) - an educational, Q&A platform was created with China’s popular and credible search engine Baidu.com’s port ‘Baidu Knows’. This query-based community facilitated discreet sharing of knowledge and experiences by showing the online Q&A of thousands of Chinese women for anonymous sharing and discussion. Specific or more intimate questions could be channelled one-to-one to the online ‘Marvelon Expert’ for a personalised response.In addition to the Healthy Contraception site, we surrounded women with informative content. Educational TV and radio vignettes were developed for female-targeted programmes and extended to office LCDs and female websites. A series of tailor-made TV episodes and magazine advertorials on women’s health featured discussion between doctors, contraception experts and audiences, and readers.

Marvelon’s market share increased significantly to 62% resulting in market leadership.

Post-campaign indicators showed high effectiveness driving awareness in category (83%) and brand (73%) surpassing client’s target of 60%.Online ‘Healthy Contraceptive Centre’ campaign delivered page views 6 times higher than initial targets. Thousands of questions were submitted by women with over 150,000 registering for information on Marvelon’s official website.More importantly, the campaign liberated women in China to be more open to discuss and ask intimate questions about sex and contraception.Marvelon has given the women of China peace of mind over birth control.