We targeted youths by pushing ads on their newsfeeds with a powerful call to action: “Don’t give a damn. Stand up for what you believe in!” After clicking on the ad, they saw a series of interactive HTML5 pages with different “Don’t Give a Damn” statements capturing the attitude of Chinese youths, like “A ShiLiPai is confident enough not to be restrained” and “A ShiLiPai is confident enough to ignore the mockery and criticism”.

They were then invited to create their own “Bu Xie” statements using the templates provided and share them with their friends.

“Bu Xie” became a social movement. Youths not only used our templates, but also started customising their own statements and creating memes.

As business results are confidential, we have put them under confidential information session below