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.

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.