Cannes Lions

REJOICE

LEO BURNETT HONG KONG, Hong Kong / PROCTER & GAMBLE / 2015

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Overview

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Credits

Overview

Description

TV advertising in China is subject to diverse forms of control and censorship. These controls seek to avoid controversial themes. Divorce is one such topic that challenges the official policy of building a harmonious society.

By creating a branded online film, we were able to bypass censors, and connect with an audience that spends almost twice as much time online as watching TV.

Since brand integration into TV dramas is banned in China, online films present a big opportunity to connect with our target in a longer format than the traditional 30 seconds ad.

Execution

First, we created a platform to collect information on love behavior in China—The Rejoice Love Mode App.

We promoted the app with an online video on Weibo, Youku, QQ, WeChat, and with mobile/digital banners establishing the tension in today’s relationships and encouraging downloads.

Then, using variables such as location, time and frequency, we identified the places in China with the most activity. We then translated this data into a heat map, called The Love Index, which was distributed to media outlets, KOLs and activated on social media.

To inspire further participation and ignite conversations, images and data shared by couples were also used to illustrate daily trends on social platforms.

Each minute spent in Love Mode gave couples access to romantic rewards and discounts. Our highest achievers were invited to a Valentine’s gala in Shanghai to see a crowd-sourced film curated using the content they shared during the campaign.

Outcome

Campaign achieved 12 billion impressions totally.

695 million social impressions.

5.6 million social interactions with the content, including shares/comments.

No.1 SOV in social, 145 index vs. previous period.

36% growth in fans on WeChat (No.1 in category) & 40% on Weibo.

The campaign received attention from media and celebrities from all over China, with nearly $US11 million in added value press coverage.

Over 760,000 people participated in Love Mode, which is 125% over target.

In total, we accumulated over 96 million minutes spent in Love Mode.

Those who experienced the Love Mode App reported real changes in their relationships:

• 90% kiss/hugged more frequently.

• 94% had more sex.

• 81% will recommend Love Mode

• 53% reduced the time they spent on phone while with their partners

Shampoo and Conditioner market share up by +0.3% (significant in this mature category). Brand top of mind awareness +1 point and unaided brand awareness +0.5 points.

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