Chinese New Year is a very important promotion period for brands, especially for paper towels. Kleenex VIVA wanted to stimulate the usage of paper towels and increase sales during CNY.

For the first time, serious in-law issues could be settled in a humorous way. We adapted a popular Chinese palace-themed drama and invited the most powerful pair of in-laws – the Queen Mother and the Queen. Then, to demonstrate the product’s durability and high water and oil absorbency, we create three entertaining plots to resolve crisis situations at the New Year’s Eve dinner. Show married women If Kleenex VIVA can easily solve in-law issues in the imperial family, your problem of in-law relationship is just a piece of cake.

As married women is our target audience, we found that tension between mothers-in-law and daughters-in-law exist in more than 90% of Chinese families. A proverb in Taiwan even says” Two women can't fit in one kitchen.” Family time increases during Chinese New Year, turning Kitchens and dinner tables into battlefields, leading to a 20% rise in the number of people seeking professional counselling for in-law issues.

Kleenex VIVA paper towel wants to become the Instant solution to in-law issues with its Instant absorption.

A month before Chinese New Year, we launched the video on YouTube and Facebook as people in Taiwan always watch long form video on them. In addition, we bought the preAD on iQIYI, the most popular video website in Taiwan, to target people who love to entertained by stories and made them feel our film is another trailer of drama.

Results

(1 )With 0 media budget, views by over 14 million people.

(2) Reached one million views within 3 days.

(3) # 1 trending video on YouTube.

(4) Spread to more than 10 countries.

(5) More than 50 media outlets reported on the video.

(6) Sales reached 135% during New Year compared to last year.