For many years Rejoice had been the no.1 selling shampoo brand in China but worryingly, it had recently dropped to no.2. The main cause of this decline in sales was due to a lack of success in attracting new, younger buyers to the brand.

For Rejoice, the traditional buyer is older and has always been fond of the product for its ‘practicality’. Younger women do not want to wash their hair with the same shampoo as their mothers, the last thing they want to be seen as is using the ‘practical, old woman’s choice’.

Rejoice therefore needed to buck the declining trend in sales, creating a positive spike to gain back share. To do this it needed to engage new, younger consumers. Younger buyers could go on to be the future of their brand; without them, the downward trajectory of sales was likely only to continue.

This campaign centered around the build up to Chinese Valentine’s Day so it was essential we made as much impact as possible in such a limited space of time. To do this we began with a video of the potential intimate moment with William Chen going out as the first iVideo spot that our target audience would have seen. We owned the first pre-roll in all key video sites the day before Chinese Valentine’s Day, so that we could create huge, rapid, reach (67%) amongst younger women.

For this campaign to really succeed though we had to win in social so 60% of our investment went across social channels, focusing on Wechat and Sina Weibo. Here younger women could find the video, interact with it and also, most importantly share their experience using the now updated for Rejoice hashtag; ‘Mo mo da’.