Cannes Lions
PHD, Shanghai / UNILEVER / 2013
Overview
Entries
Credits
Execution
Using a three part comms strategy, “Dive In & Discover Your Love Quadrant” helped Chinese youth gain more confidence in dealing with different aspects of love: material love, fearless love, no true love and unrequited love.
1. Entertainment:
• Dramatiising different love quadrants through online films.
• Aggregating all romance content on China’s leading video site under Cornetto banner over summer.
2. Social / Sharing:
• Supporting the two content pieces an integrated social campaign across SNS platforms.
• Creating a takeover moment across all the platforms by releasing over 520 love related shareable assets on the first day the full-length film was shown online.
3. Amplification:
• Leveraging digital activations and social buzz to generate public relations through non digital channels.
• Films carried across retail, public relations events, gaining additional TV public relations coverage with interviews of the cast and film shown on CCTV 6 – China’s national movie channel.
Outcome
Reach & Impact:
• 280 million online video views.
• Picked up by +1000 video sites.
• No 1 online film May - June 2012, - beating popular international and local films.
• Free broadcast of interviews & film segments on three nationwide networks (Movie, Drama & General Channels).
Engagement:
• + 2 million twitter posts.
• 0 to 1.1 million organics searches in first month.
Brand:
• +5% increase unaided brand awareness in key cities.
• + 10% increase in TBCA
• +5% increase brand equity measure “ Is a brand linked to love”.
Business:
• + 34% vs. + 6% category.
• Doubling the business past two years.
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