During decades, China has been the land of conformism (same work, same clothes, same haircut, same everything). But for the post 90’s generation this game is over. ‘I am’ now replaces ‘We are’. You don’t put words in their mouth, you don’t speak for them, you don’t define them nor label them. So we let the post 90s speak for the post 90s. We gave them Carte Blanche to do whatever they wanted under the concept: Watch me. Watch me, a social movement led by 90 Post 90’s Internet influencers. A 90 seconds film has been produced, with 90 key visuals.

Implementation: Digital - China

Media channels and integration:

Opening ad on video websites, Weibo App opening ad for 3 days

During the campaign, 28 WeChat articles (14 articles on the last day – March 24, all summative articles), 75 Weibo KOL reposts (15/day)

Timeline: March 20-March 24: launch & social amplification

Scale: Nationwide

Trending topic n*1

680 MILLION SOCIAL MEDIA IMPRESSIONS

150 million views on chinese youtube (Youku)

27% increase of key word Taobao in search engine index, highest peak in 2 years