We pioneered a new visual recognition software from WECHAT that would forego QR codes by simply connecting the scanning of our product to brand content, allowing us to combine the #1 reach of WECHAT with over 9 Billion scanable packs across China’s city-tiers. With a simple scan, 50MB of free-data was unlocked and DOUBLEMINT emojis released to help start amusing conversations with friends. Through in-store and real-time media we alerted people to the new connection value in DOUBLEMINT packs. All without an expensive, time-consuming change to packaging. WECHAT scanning only needed the pack to recognize someone wanted to connect.

200M consumers reached, over 300,000 bought a pack of DOUBLEMINT that connected them to free data. This currency plus uptake of the new emojis lead to a 370% increase in buzz volume. And we reversed a chronic sales decline, delivering a 10% increase in business shipment - meaning 13MM more packs of DOUBLEMINT were sold in just one month. By reimagining the idea of connection in the digital age and combining the scale and personalisation of mobile with cutting edge technology we made a 100 year old brand truly relevant in China again.

Sources: Miaozhen, CiC + Wrigley sales tracking