The Diary explored the many emotions associated with the most top-of-mind topics of young women. A 2-minute video was created to promote the book, as part of an integrated campaign, which also included digital outdoor and print. But it all began with the 'Diary', found within women's magazines as an insert, as well as through print, OOH and the film.

Within 3 months after its launch, the campaign received over 5m views on popular Chinese video sites, and nearly 9m views and downloads on the ‘Diary’ campaign site, as well as nearly 100,000 personal comments across a variety of media.

The term 'little v' even became a favourite way among young Chinese women to refer to their private area. This campaign also raised top of mind brand awareness 54%, increased the PI by 59%, while increasing brand preference a phenomenal 81%!