We utilized Mini Uguan’s unique cup pack as a platform and illustrated 100 ways to turn it into an interesting 3D toy. It gave moms and kids a perfect excuse to play together spontaneously. We released 3D handbooks and displayed step-by-step GIFs. In addition, Mini Uguan also held workshops everywhere in the parks across China where moms and kids can participate in together. By sharing works online through social media, moms and kids were encouraged to create more toys of their own, with Mini Uguan cups.

The result of this campaign is enormous. There has been 22% of sales increase during the period of 2014 Q1 comparing to the same period of 2013. But most importantly, more than 150,000 moms and kids participated in the game and enjoyed very happy Cup Moment together. Tons of positive feedback and brand related contents from moms were generated online. The campaign also significantly boosted brand awareness among target audience.